GEORGE CTOUGH LU MB A N D ER

NOW, is delinitely the time to replenish your inventory lor the {oll ond winter months ohead, with "QUALITY" iumber thot builds repect business.

The lumber we ship is uniformly good-shipped lrom BETTER MILLSwhich meons satislied customers for both of us. You'll find it will poy to ploce your order with on orgonizction ihoi speciolizes in giving this type o{ "customer sotisloction" SERVICE, BECAUSE YOUR CUSTOMERS 'WILL NEVER BE DISAPPOINTED.

Thot is why we soy: "WHEN YOU NEED GOOD LUMBERMixed or Stroighi Cor Shipments, L.C.L., Truck or Corgo-just coll DUnkirk 2-2214-we hove the experience ond KNOW HOW to serve you."

Two New Gypsum Products

Two new Sheetrock Gypsum Wallboard prpducts, developed to meet special fire code requirements, have just been announced by United States Gypsum Company.

Called Sheetrock Firecode 60 and Sheetrock Firecode 45, these gypsum wallboard developments introduce s/s inch and I inch thickness that have a 60minute and 45-minute fireresistance rating, respectively, when used on ordinary partition framing or with floor and ceiling constructions that combine joists, subflooring and finished flooring.

Sheetrock Firecode 60 and Sheetrock Firecode 45, rated b-v Underwriters Laboratories, Inc., will permit use of single layer drywall in many areas where codes require extra fire-resistani construction between attached garages and homes, around stairwells, or around heating unit enclosures.

In outward appearance, these products are the same as ordinary Sheetrock Gypsurn Wallboard. But they incorporate a specially developed gypsum core with additives that give them the special fireresistant characteristics

Delense Housing At Klcrmqth

Defense housing has been programmed for private construction in the critical defense area of Klamath, California. Twenty- f ive rental units is the schedule.

Pricing Building Materials For Profit

Washington, D. C.-"Pricing Building Materials for Profit" is the latest chapter of the Dealer Operating Guide to be issued to members of the National Retail Lumber Dealers Association through their state and regional associations.

Based on material preparqd by John W. Dain, Dain Supply Company, Mahopac, New York, the pricing chapter states that "a degree of skill in pricing materials is essential not only to the immediate health of the yard but also to its long-time survival. Some lumber dealers attempt to solve their pricing problems by m&ely following competition, but it makes better sense to follow sound pricing principles and thereby exercise close control as to where the business operation is headed. Blindly following competition invites trouble because the competitor may be operating at a loss."

The chapter covers constructive pricing, definitions of pricing terms, establishing mark-ups, evaluating competition, use of written price lists, and control of cash discounts.

In discussing constructive pricing, it says that "in analyzing the principles which may be followed in pricing lumber and building materials, it should be borne in mind that it is not the dealer's aim to make a killing on a few sales but rather to render a valuable service to his customers and to earn satisfactory over-all profits in proportion, year after year.

"Where competition exists, and that means nearly everywhere, the ideal price will be one which will yield the maximum net profit but will not lose valuable sales, lose valuable customers, or price the materials so high that it ceases to be a good investment for the customer.

"In a period of short supply, the sale may still be made ar a price so high that it results in the loss of the customer at a later time. llowever, such a policy is not regarded as sound business practice."

NIJVLA Issues Booklet

The National Lumber Manufacturers Association has announced publication of its new booklet, "Lumber: From Forest To You," a present-day review of the organization, economics, progress and accomplishments of the lumber industry.

According to Leo V. Bodine, I{LMA Executive Vice President, the information and facts in this 24-page booklet were compiled to help promote a better public understanding o{ the lumber industry. The Association believes that the information should go far toward acquainting others with the tremendous progress of the industry during the past several years and with the industry's aggressive research and tree growing work.

"f,umber: From Forest To You" also presents a convenient glossary of lumbermen's technical terms, and includes a comprehensive listing of references for those desiring fuller knowledge of a particular phase of the lumber industry.

Gus Hoover Back From Europe

Gus Hoover of the A. L. "Gus" Ifoover Co., Los Angeles, has just returned from Vienna, where he spent six weeks visiting his daughter, son-in-law, and grandchildren.