Greoter Volume ond This ls rhe Month for All Deolers ot Exposition wirh lnrreosed Profits CATAVERAS CEII|IENTS

Thousands of the country's progressive retail lumber dealers will assemble this month in Cleveland, Ohio, October l1 to 14, to attend the largest and most thrilling gathering that their industry ever has seen. The occasion is the second annual Building Products Exposition sponsorecl by the National Retail Lumber Dealers Association and its 33 federated associations.

Those dealers rvill divide their time betrveen the several hundred product exhibits, shorving the nervest and latest in building materials; six management clinics cot'ering nerv trends and tecl.rniques in retail yard operation, a precedent-setting demonstration of neighborhoocl improvement and home modernization being conducted by NRLDA and the city of Cleveland, and a top-r,otch program of entertainment.

The ladies who accompany them rvill not only take part in the stellar entertainment program arranged for each evening but also will have special mid-day social events of their o'n'n.

The dealer clinics will offer 42 hours of authentic management know-how, presented by successful retail lumber dealers and outstanding authorities from other fields who have studied dealer methods and problems.

Every effort rvill be made to accommodate every visiting dealer employee at the management clinics, but dealers t'ho especially rn'ish to attend any one or more clinics are urged to send in advance registrations rvhich rvill assure them of the privilege.

Pick yourself

OWINNER!

Hundreds of lumber and building materials dealers are cashing in on the popu- larity of Calaveras qiality cements. Calaveras give-s you a full line of cements under one brand natne, from a single source of supply: l. Regulor

2. Plastic

3. White TIADE ''{ THE wlsT

Top quality Calaveras prod- ron]rr: WEST ucts give you another ailvantage-rapid delivery to all parts of Northern California (and in the case of Calaveras white, throughout the eleven Westenr statee). Start stocking eahveras today!

The subjects of the clinics are: Cost Cutting Methods of Handling Materials, Developing the Farm Nlarket, Construction Component Techniques, Correlating Advertising to Sales, Modern Store Layout and Display, and Mortgage Money and Consumer Credit. The iee for attending any or all clinics at any time and for visiting the product displavs as often as desired is only $15 per dealer.

Many Entertainment Features

The principal entertainment features include a banquet celebrating the 75th anniversary of the Ohio Association of Retail Lumber Dealers and honoring the pioneers of that association, and an evening program combining a reception, cocktail party, buffet dinner and a film presentation and television panel of consumer magazine editors who will tell the public about the great possibilities and opportunities of home improvement.

A third evening will be devoted to theater parties at Cleveland's playhouses where professional casts are presenting established stage hits.

NRLDA's executive committee rvill meet at the Hotel Cleveland on Saturday, October 8, and its board of directors will meet October 9 and 10.

The Exposition will open officially at I p.m., Tuesday, October 11, following a nationwide network telecast of NBC's famous Home program, featuring Arlene Francis, which will tell the public from coast to coast about the great Neighborhood Improvement Program being sponsored by NRLDA and the city of Cleveland and about the lumber dealers' Building Products Exposition.

B."oty and functional advantages DEATERS !

dictate the choice of flat grain in many applications. But only the side toward the bark offers the full advantage of the redwoods' permanent qualities. The heart side tends to splinter or "shell out" after long exposure.

That's why The Pacific Lumber Company has developed exclusive handling systems to control each piece through every step of manufacture, so that the pattern is alwags run on the bark side. Only Palco* Architectural Quality assures this extra premium in value at no extra premfum in cost. For a handy free guide to aid in selecting the best in redwood, fill out and mail the coupon below, or write for Bulletin No. L502.

This is one of o series of odvertisements felling lhe exclusive Polco* Architecturol Quolity Redwood story over 2,000,000 limes eqch yeor through the building ond orchileclurql publicotions your cuslomers reqd. The bulletin described below is ovoiloble on requesl, qnd is being mode o permonenl reference for 18,000 leoding qrchilec{urol firms through Sweet's Archileclurol File. This is port of o long-ronge progrom to help you build your Polco* premium quolity mqrket.

r-502