Western Lumber a Building Materials

Chances are, you've noticed our alias has changed... and we think, for the better. Like all good Westerners, it iust indicates we are broadening our spread.. " to keep up with the people rush that has found the West the best place to live. and to better describe what it is our readers do. lt doesn't mean that we are changing our successfuI format which has been servingWestern Lumberand Building Materiafs dealers faithfully for the past 44 years. It does mean we are adding some new features to spark up the interesl and help do an even better job for our loyal followers. Just so you'll know our plan, here's an idea of the territory we'll cover and some of the old ancl new items you'll be seeinl

HARD RIDING.., SMOOTH SELLING

Hold on to your ten"gallon there, partner*we're riding in wlth a brand new cargo of rnteresting and informative features to help you sell the Western Market. One of these is a sales training series "Smooth Selling" by nationally known George Kahn, a stra'ght shootin' hombre who'll show you some new ways to convince West' ern critters your brand's the best.

Beautiful weathered effects

and long-lasting protection

shakertown's Semi-Transparent stains are formulated deliberately to let the natural grain and texture of wood radiate through a subtle tone of color. As the wood weathers, the grain gently intensifies, adding a depth and dimension to the exterior or interior of the home. your customers will appreciate the custom appearance and the lasting protection that this stain provid es. Will not craek, peel or btister !

qlso o Heovy-Duty Stoin

For complete coverage of any wood surface \r,e t.ecommend the companion product Shaker.town Heavy-Duty Stain. This stain preserves the natural beauty of the wood yet allows the wood to breathe; it absorbs and gives off moisture readily, without sealing the sulface. Its no-dr.ip, non-sag- ging characteristics make it easy to apply on ne\\' wood or ovet' pre-

ftoice ol (olors lor lnlerior and Exleilor

Wood Surfaces, Including: o ROUGH SIDING

. CEDAR SHAKES o SHINGLES o PLYWOOD SIDING o FENCES AND TRIM o OUTDOOR FURNITURE

A COMPLETE MERCHANDISING PROGRAM o ADYERTISED lN SUNSET MAGAZINE o WINDOW BANNERS FOR YOUR STORE c TIE-IN RADIO SPOTS o ADYERTISED TO BUILDERS IN HOUSE AND HOME MAGAZINE o SPECIFICATIONS TO ARCHITECTS

STOCK THE STAIN THAT SELIS SHAKERTOWN

Features

BLACK BART CLUB'S STEAK_OUT IS A HUGE SUCCESS DEALERS GET TOGI]THER FOR EFFECTIVE AD CAMPAIGN

ALL THOSE "USED'' HOMES SOLD IN '66 MEAN PROFITS

AGGRESSIVE RETAILER GOES OUT AFTER SHOULDER TRADE

LUIIBER SIZE STANDARDS INCH TOWARD DECISION

THE I\TERCHANT'S PLAN O}'THE MONTH

NATION'S HOME BUILDERS LEAN ON CONGRESS

NEW SERIES: SMOOTH SIILLING, by GEO. KAHN

HUMPHRI]Y NAMED TO HEAD SUN HANDLING DOCK

LOS ANGI]LES CLUB ELECTS QUATTROCCHI

MERCHANT'S NI]W NAME REFLECTS INDUSTRY PATTERN

PAUL MCCUSKER AND THE #1 DRUMM BUILDING

WORKING PLANS OF VACATION HOMES

PAUL PENBERTHY IS A TRAVELER'S TRAVELER

A. D. Bell, Jr.

Manaeins Editor - - David Cutler

As8lstant Editor a.nd Advertising Production Manager walden Muns

Circulation Department

Andrea Friese

Publishers Representatives

NORTIIEBN CALIFORNIA

Max Cook, advertising and news, 420 Market Street, Sa.n Francisco, California 94111, Phone (415) Yukon 2-4797.

SOUTHERN CAIIFORNIA

Jerry Hickey, advertlsing and news. '412 West Sixth Street, Los Anseles. California 90014, Phone (213) MAdison 2-4ffi5 or MAdison 2-0670.

PACIFIC NORTHWEST

Pete Klaner, advertising and news, Terminal Sales Buildlng, Portland, Oregon 97205, Phone (503) CApttol 7-4993.

CIIICAGO

N,C. "Budd" Bellow, advertlslng and news, 11250 south Halsted Street. Chlcago, Illlnols 60628, Phone (312) 564-77?2.

EDITORIAL OI'FICES

WESTERN LUMBER & BUILDING neDrlnt ServicesReprlnts, Preori-nts. cover folders (ln both black and white and color) on Merchant articles and advertising are available on .request within the month of issue. Contact our editorial offices for information and Prices on any quantity.

MATERIALS MERCHANT iS PUb- lished monthly at 412 West Sixth Street. Los Angeles, California, 90014. Phone (213) MAdison 2-4565 or MAdison 2-06?0 by California Lumber Merchant, Inc. Please address all correspondence to otfice ot Dublication. Second-class postage' rates paid al Los Angeles, California. Advertising rates upon req uest.

Subscrlotlon Rateg-U.S,, Canada, Mexlco- and Latln Amerlca: $4one year; $7 - two years. Overseas: S5 - one year; $8 - two Years. Sinsle copies 50 cents. Back copies 75 cents when avallable. chance of AddresE-Send subscrlp- tion 6rders and address changes to Circulation DePartment, Western Llrmber & Buildins Materials Merchanl. 412 west Sixth St., Los A4seles, Calif. 90014. Include adiiress label from recent issue if possible, plus new address. zone number or zrp cooe.

THE MERCHAI{T is an independent rnagazine publi,shetl m,onthLA f or those nxernbers of the lumber and build,ing moterials industries who need and wa,nt factual, accur&te news and &n objectiae anaWsis of eaents and products of concern to them in busi,ness.