nstsTElrT ERFORhINNCE

Phone: CApirol 2-1934

Teletype:

PD-385

FlR . CIDAR !lEilLOCl( REDWOOD o SPRUCE. lDAllOr SUGAR AND PONDEROSA PINE

We Solicit You Inquiries lor Wolnanized aud Creosoted Lunbcr, Timbers, Poles and Pililg

wood for "home opPeol"

Here's a room that looks as a living-room should-welcoming and friendly, with a mood of lasting cheer brought about by a discriminating use of wood. Wood has the qualities of informality and easy living that Americans want in their homes today. Those qualities are long-abiding, repaying the home-owner with endless dividends of satisfaction. Take advantage of this trend, to sell the correct woods for exposed-beam cathedral ceilings, paneled walls, handsome hardwood floors. Note also the wood furniture helps to make this room restful and livable, as it will in any home. Remember, every wood remodeling project undertaken in your community is a powerful silent salesman, paving the way to more business for you.

To be sure of getting the grades and species your customers want, make use of a NationalAmerican member in your territory. He's a big help in turning wood into dollars for YOU.

TTMES ARE CONSTANTLY CHANGING...TIIE MEN BEHIND THE SEAL KEEP T,lP TO DATE

Blue Chip City.

El Pueblo cle Nuestra Senora la l{eirra <le l-os Angeles u'as 176 ve:rrs olcl last rnonth. It u'as n:rmerl iry Spanish Captain Felipe de Neve, u.ho founcled thc settlinrrnt anrl became its first governor in the bright arrrl early fal1 of 1781.

The settlenrent r-rurnlrered 4rl Dersons. rl ho u.cre scatterecl or-er 3(j sqtlare rrriles. Today Lo! Angeles Courrtr. alone has '1000 scluare miles, rvhile metropolitan l-os Angeles' popul:rtion of 5,500.000 is also on most of the land of Orange County. In this area du,ells 43/o ol the u'hole population of the state oi California.

In the tu-o-county metropolis some 2,300.000 people are emplo1-ed in 1.1,500 establishments, rvhich procluced goods in 1956 r'alued at $5,200.000,000. \\rithin the 1,+,500 establishments are production plants ou,ned by 57 oi tl-re nation's 100''bltre-chio" industries.

Everybody-in Oregon, Washington and Northu'est California has:r stake in that prospect. Los Angeles is the mightiest single market area for our region's lumber. And for Nortl-rl'est farm proclucts. For s:rlmon, too, and ovsters.

I{anuia"ctnrir.rg in n.retropolitarr Los Arrgeles accounts for 60/c cti Califorr.ria's total of industrial proclnction, ancl for more than lAl',' oi all manufacturcs ir.r the eleven \\restcrn states.

Los r\ngeles leads al1 other American centcrs in aircraft 1>rocluctior-r, motion picture making, ancl thc canning of seafr.rocl. Tl're area is second in autonrobile assemlrlr', falrrication of u'omen's apparei and the lrusiness of electronics. Los ,\ngcles is third in the natior-r for petroleunr re{inirrg, manufacture of frrrnitttre and mbber. and in a rlozen otl'rer important fielcls of production.

I-ast year capital investnrent in neu' and expar-rclecl productior-r units added $249.000.000 to the value of the area's industri:rl plants. And thrrs 6,500 nerv jobs r,vere created. Queen of the West

Each of these jobs reprcsents a potential home-building project-t'ith the possibilities ranging from a completely neu.home to remodeling or expansion of ar-r old home. The citv of .5,500.000 has been formed traditionally from singlefamily dl'ellings. Here the lumber "bungalorv" originated in the earlv 1900s. And the "box sttlcco house" of tl-re 1920s, rvhich u'as lumber-built in all but its skin.

Los Angeles County, you may be amazed to read, stands forrrth among all the counties of tl-re United States in dollar r.alne of annual agricultural production. So it is a mighty market not onlv for home-building but for farm building materials. In California earthquakes, schools, churcl.res ancl stores oi brick ancl masonry have con.re tumbling don'n, n'hile lun-rber-fran.red structures "gave" lvith the shocks ancl stoocl u1l. So Calif ornizr school architects ancl engineers evolr.ed the modern "earthquake-resistant" design f or schools of l-ood constructi,,n.

This is l'l.ry tl-re bulls of the t,oods have ever chorttsed, "Los Angeles, rve love you !"

Bnt there's a dark side to the prospect. July building permits for single divellings in Los Angeles County rvere 53/o less in number than in Ju11' of last year. And-permits for "drr-elling units in multiples" (apartment houses) tvere 36/o N{ORII than in July 1956. In the latter classification, July permits totaled 2.901 fani'rly units, while only 1,864 singledu.elling permits n,ere issued in the month.

Nou, look, Senora la Reina de Los Angeles. Please, don't you turn to stone on your old friends from the big timber. Don't go up in the air, lct life in a cell. Go on and give vour families land, lots of land, each family with its on'n house to lir-e in-a horne of lumber from the Washington-OregonNorthern California forests. Los Angeles, we love you I Lady, be good !