TRUGKS

HYSTER, CO'NPANY

4445 3rd Sfreet, Son Frqncisco 24, Colil, Mlssion 8-0680

Hyster Dealers

GTVE

I 2 3

YOU ALL 3!

PIANNINGyour Hyster Dealer will plan your materials hanclling operation from scratch, orwill analyze your present system to see if it can be improved. fHE nfcHt IRUCKlor your job from Hyster's complete line of industrial trucks (1,000-30,000 lbs.) and over 100 job-attachments.

THE RIGHT SERYICEample spare parts stock, shop facilities, factory-trained mechanics and an efrcient fleld service that keep your llyster lift trucks going on your job, wherever your job might be located. Hyster trucks are noted the world over for their low downtime.

Moteriols Hondling Trucks from 1,000 to 30,000 pound copocities

HYSTER, COMPANY

2425 So. Gqrfteld Ave., Los Angeles 22, Calif.

Mymond 3-5255 have been running at an anirual rate of about 1,100,000. Earlier in the year, Mr. Cole had forecast housing production of 1,300,000 units for 1956. Mr. Cole admitted this prediction was "out the window," but said 1,200,000 starts this year still represented a "very sound housing rrlarket."

The White I{ouse announcement clirnaxed months of campaigning by the home building industry and some mortgage lenders for Federal help. Earlier last month, the National Association of Home Builders told its 39,000 members, in effect, to pare home construction to a minimum unless the Government took some action to ease the mort' gage money market (CLM, Page 24, LO/l/56).

"The Government's move to relax some of its restraints on the flow of mortgage credit for home buyers and builders is a step in the right directiori," said Joseph B. Haverstick, president of the National Association of Home Builders. "It would be premature, however, to attempt to predict at this time how effective these measures will be. Much will depend on the willingness and ability of mortgage lenders to increase their investment in new home construction on these terms," he added.

In Los Angeles, Joseph Crail, president o[ the Coast Federal Savings and Loan Assocation, one of the country's biggest, predicted "a burst of enthusiasm in home sales and increased requests for loans right away" as a result of the credit-easing steps.

A spokesman for another savings and loan institution in Southern California said he expected home loan activities to pick up somewhat, but doubted the reaction would be strongly felt right away.

Commissioner Mason of the FHA challenged what he called "the common misconception" that there are very few homes now being built in the $9,000 or less price range. He declared there is probably very little change this year from FHA's 1955 figures that Tl/o of all new homes financed under the agency's mortgagd-insurance program were in the $9,00O and less class, and that 231/o of. all homes, new and existing, financed with FHA-insured mortgages, were in that range.

The commissioner said FHA is reviewing its minimum property requirements for several of its programs in the $9,000 and under price range to see if reductions in standards might be made without advi:rsely affecting the value to the buyer. In addition, he said FHA is studying specific cases of construction in key areas to determine where local requirements might be causing increased costs.

SCRTA Conference Getting Close

The Program committee of the Southern California Retail Lumber Assn., under the chairmanship of Hal Brown, has had its preliminary luncheon meeting to map the plans for the SCRLA's seventh annual Retail Lumber Dealers Conference at Palm Springs, which will be held at El Mirador hotel this year, November 14-16. Executive Vice-President Orrie W. Hamilton says it is going to be the best and one of the most helpful conferences the association has so far held.

Questionnaires were sent out after last year's conference to determine their likes and dislikes and, now that the dealers have made known what they want, the 1955 Palm Springs meeting will be tailored to the specifications of the majority.

Celotex Twintex Insulating Tile Board is a practical interior finish product with selling features build. ers want! Has eye.appeal and construction advantages that help them make quicker, easier sales invite bigger volume and profits for gou! For attractive, economical finishing of those "special" areas like TV rooms, recreation rooms, all-family all-purpose rooms ! Excellent for remodeling jobs, too.

Cross-scored to look like two square tiles, each Celotex Twintex Tile goes up in much less time than t)ro square units. Builders appreciate cost reduction through sim. pler application (one-trade, onestep), and because all finishes are pred,ecorated,.

Ideal for interiors of all kinds. in a wide range of attractive colors and textures to meet every job re. quirement. Combines superior in. sulation value with truly outstand. ing decorative appeal. Now is the time to stock and promote Celotex Twintex Insulating Tile Board. Available in new random perfo. rated, standard perforated, linen white and sculptured types; or with plain surface in choice of smart decorator colors, GET

The Facts Nowi

Contact your Celotex wholesale distributor today, or write direct, for complete information on hotlv CeloteS Twintex Insulating Tile Board can help you give builders extra selling help on remodeling jobs . make new homes more saleable. while holding building costs down !

BEAUTIFUL TEXTURES, EXCtUStVE DECORATOR COTORS IN TINEN WHITE

SCUTPTURED WHITE WITLOW GREEN

SIERRA ROSE

PERFORATED WHITE Stondord Pottern

PERFORATED WHITE Rondom Poltern

NEW!

''E.Z'' JOINT DESIGN

New, scientificolly.designed "E-2" Joint speeds opplicolion, conceols sioples or noilheods. Units ioin quickln interlock securely. Nole topered tongue for eosier posilioning without forcing, ond improved stopling (or noiling) flonge, for eosier olignmenl ond foslening,

A fundamental value of the modern luncheon club is the fact that men who meet together, eat together, talk, laugh, sing together, carry away a softened spirit toward the gang they just visited with. Animation, good cheer, and enthusiasm are very tangible and practical assets of modern business. Other good things are found in these clubs, but those mentioned alone make them highly valuable.

*{<{<

A business that keeps up with the times has to be headed by one who keeps far ahead *of them.

There is only one way to spell modern business. It has to have a U and an I in it. ***

A firm of printers did a successful business for two generations by using a delightful slogan: "More than the Golden Rule." Living up to that slogan-and they didthey could not well miss. **t

It has been wisely said that the chief ingredients of human happiness are: plenty of laughter, sleep, fresh air, water, good food, and good companionship.

* * >'i<

Have you noticed that the fellow who says he can take it or leave it alone-generally takes it?

There is an old Irish proverb that says: "As the vibration of one branch may be felt through the forest, so the influence of one man may arouse a nation."

Wise men never claim*,o*0.**ru.; only that they are seeking wisdom.

:1.**

"To believe in immortality is one thing, but it is first necessary to believe in life," said Robert Louis Stevenson.

"originality is merely itir J r..rt eyes."-Higginson.

C. Kingsley wrote: "The men I have seen succeed best in life have always been cheerful and hopeful men, who went about their business with a smile on their faces, and took the changes and chances of life like men, facing rough and smooth as it came, and so found the truth of the proverb: 'Good times and O"U*rtl.r,*ull th'ese pass away."'

It has been said that a successful man is one who saw an opportunity and grasped it. A great man is one who saw an opportunity, grasped it, then started creating another.

Emerson, discussing the subject of friendship, said: "Make yourself useful to someone."

BY JACK DIONNE

A small stream of business kindness and thoughtfulness often leads to the great river of business succ€ss. t<**

If you want to learn the truth about a man, you can come closer by talking to his neighbors than by asking what church he belongs to.

A jaw in gear orator; it makes

There are two strong, the other and a brain in neutral doesn't make an a ward politician. *** kinds of dumb-bells. One makes vou makes you weary. ***

Advice to the building material merchant: put your trust in God and see that your lt.T i* well executed.

If the earth vsere always cov,ered with flowers, the bees would get lazy. If the ground were always covered with worms, the hen would soon lose her reputation for energy and industry. Don't complain if business gets slow. Rejoice because you have an"_ Ot:t": to create more.

If you feel that you would like to do business in a better town, stay where you are and get busy.

Most of the things we put off today should have been done yesterday, or last week. d<

A service creed for merchants: To give a little more than the law requires; a smile for every customer; a helpful suggestion with every purchase; unfailing courtesy toward everycomplainant. * * *

Said a philosopher: If you would judge men, judge them for what they strive for. If they be strong, pray that they become not arrogant. If they are weak, be tolerant. If we cannot agree on details, such as politics or religion, then let us agree on the broader principles of human kindness andhelpfulness.

A wise Frenchman named Descartes once wrote: "f think-therefore I am." Measured by that rule, what a whale of a lot of two-legged humans walk this earth, breathe the air of heaven, occupy valuable space, consum€ good food, and enjoy the untold blessings a kindly Providence has bestowed upon mankind, who would have one heck of a job proving the reality of their existence. ***

Edwin Markham wrote this wondrous tribute to Abraham Lincoln: "The color of the ground was in him, the red earth, the smack and tang of elemental things. He (Continued on Page 60)