CRA Elects Johnson President At Vitol Sonto Roso Conference;

New Promotion Push Plonned

C. Russell Johnson

(right), president of Union Lumber Company and third generation member of a prominent redwood lumber family, was elected president of the California Redwood Association at the annual Board meeting, held in midSeptember at Santa Rosa. He succeeds Howard A. Libbey, president of Arcata Redwood Company, Arcata. Re-elected executive vicepresident was Philip T. Farnsworth. Gilbert L. Oswald, general manager of Simpson Redwood Company, Arcata, was elected to the board of directors, and Willard E. Pratt, San Rafael, was elected secretarytreasrlrer succeeding Selwyn J. Sharp, who is entering partial retirement after over a quarter-century of service to the redwood industry.

The new CRA president, a native of San Francisco, is the grandson of C. R. Johnson, founder of the Union Lumber Company at Fort Bragg, Calif. He is the son of the late Otis R. Johnson, who was president of the California Redwood Association in 1949 and 1950, and was a long-time member of the CRA board of directors.

Mr. Johnson started working for Union Lumber in 1935 following his graduation from the University of California, where he majored in business administra- tion. He was called to active duty with the U.S. Army Air Force as a 1st lieutenant in 1941, was discharged ftom active duty in 1946 with the rank of Maior. FIe returned to Union Lumber Company as executive vice-president in 1946, and was elected to the cornpany's board of directors in 1947. He was named company president in 1957, succeeding his father.

Mr. Johnson is a member of the board of trustees of the Foundation for American Resource Management; a director of the California Forest Protective League, and a member of the Advisory committee for Jackson State Forest. He is an alternate director of the National Lumber Manufacturers Association, a trustee of American Forest Products Industries. Inc.. and a member of the American Forestry Association.

Special to The CALIFORNIA LUMBER MERCHANT

Santa Rosa, Calif., Sept. 14-The prosperity of the Redwood Region "is being challenged very seriously by an invasion of all lumber markets," was the warning issued delegates to a special Redwood Industry Conference here on September 14.

The challenge was defined by Howard A. Libbey, president of Arcata Redwood Company and retiring president of the California Redwood Association. Libbey said the "unprecedented prosperity" which the Redwood Region has known since the close of World War II is challenged through a market invasion by manufacturers of fiber, plastic, metal and even mineral and laminated products.

"flow well we, as a pioducing region, stand*up to these challenges is going to determine our economic well-being for the next decade at least," Libbey declared. He said the first step the redwood industry should take in meeting its challenges "is that we determine to meet them together rather than separately."

More than 2N top redwood industry leaders attended the conference, held at Santa Rosa's Flamingo hotel. The meeting was sponsored by the California Redwood Associa- tign to acquaint key redwood management and sales representatives with the serious inroads being made into redwood markets by lumber's highly aggressive competitors ; and to outline the research and promotion steps being taken by the CRA to combat these competitors.

The one-day conference was the first industry-wide meeting ever attended by representatives of management, sales, production and forestry phases of the redwood lumber industry.

A close look at the competition facing the redwood industry was provided by Gene Harrington, chairman of the board of the advertising agency which handles the Association account.

"The latest estimates show that the use of wood siding in the current year-1959- will actually be 3/o below last year," llarrington said, "while aluminum and synthetic materials will show a substantial increase. And there are other ominous clouds on the horizon. Even with construction at an all-time high, total lumber production is actually l5lo less than it was 50 years ago."

Harrington listed the serious losses to lumber substitutes experienced by wood sheathing, wooden joists and flooring, shingles, wooden lath, wooden frame windows, and exterior sicling. These losses, according to Harrington, instead of representing a temporary fickleness on the part of public and trade taste, are "the first f ruits of intensive, wellplanned and heavily financed marketing efforts on the part of our competitors."

How the California Redwood Association is attempting to promote redwood "with a smaller voice, with less money than our competitors," was outlined by Philip T. Farnsworth, CRA executive vice-president. "Add to this the fact that redwood not only wishes to'compete with these other

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"With such a set of requirements," Farnsworth continued, "the only possible answer is to substitute ingenuity for great amounts of money and to demonstrate a quality in each promotion piece or published advertisement which enhances the concept of quality with which we wish to have the audience regard our product."

Farnsworth also soelled out the effectiveness of the redwood industry's advertising and promotion programs. "Despite the challenge by lumber's competitive materials," he said, "the redwood industry has surged far ahead of the total lumber market in terms of increased production and increased product value." In one year, 1957, the extent of this forward surge put $46-million more back into the redwood producing communities than they would have realized had it not been for the half-century of market development

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Future markets for redwood lumber were considered in a (Continued on Page 56)

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Dtw ltvarte bsttdboqd-od-redwood ridlng pqtlarn wg lntroducad qt Confcrdre. It moy be oppllcd with eiths rud*ed or ratdn fo(c oxp6ad. Noill|tg lott bocd In ploce qrc Arcqlo tsdwood'r Ken tqudqn!chlqg.l ond CRA'r Technicql Divirion llonogsr, Wm. A. Dott. Patlch will be wciloble through CIA mmbcr mlllr

3-7OOl, TWX EK 84

FOR, Att YOUR, tUMBER. REGIUIREftIENTS GcIII

"Children," said the Sunday School teacher, "what parable do you like best?" And little Johnnie quickly answered: "The one about the multitude that loafs and fishes." * * *

A splendid tree story is told by Andre Maurois about the late Marshall Lyautey, who was sent to Morocco as Governor many years ago. One day as he was riding through a forest of gigantic cedars he came to a spot where a tornado had knocked down a whole patch of these big trees. He called his head men to him and ordered them to replant the trees that had been destroyed. One of the natives said to him: "Sir. but it takes two thousand years to grow one of those trees." "Then," said Lyautey, "there is no time to lose. We must start planting at once."

A happily married "orr.f," frolr"o. delivered a graduating address to a class of young men, in which he gave this advice: "Gentlemen, many of you will marry. Let me entreat you to be kind to your wives. Be patient with them. When you are going out together, do not worry if she is not ready on time. Have a good book near by. Read it while you wait. And, gentlemen, I assure you that you will be astonished at the amount of information you willacquire." * * ,<

Michael Faraday, one of the fathers of our electrical age, was giving a demonstration before the Royal Scientific Society of London. A rising young politician named Wm. Gladstone became bored, and said: "It's all very interesting, Mr. Faraday, but what good is it?" And Faraday replied: "Some day, Mr. Gladstone, you politicians will be able to tax it." :k ,6 *

Henry Clay said: "In all the affairs of human life, social as well as political, courtesies of a small and trivial character are the ones that strike deepest to the grateful and appreciative heart."

BY JACK DIONNE

Mechanical engineers tell us that it takes just six times as much power to start a flywheel in motion as it does to keep it going after it has started. In other words, it takes just one-sixth as much effort to keep it going after it gets started; so every time a man starts a job and then stops to rest a bit before starting again, it takes that six-times effort over again.

One of the bitterest critics of higher education was Bobby Burns, the immortal Scot. Once he wrote: "A set of dull, conceited hasps, confuse their brains in college classes; they gang in stirks, and come out asses, plain truth to speak; and, syne they think to climb Parnassus-by dint o' Greek." - rf you get up eartie, thln !orr, ,,"igr,bor and work harder and scheme more and stick to your job more closely and stay up later planning how you may make more and get ahead while he is snoozing, not only will you leave a lot more money when you die than he does, but you will leave it a whole lot sooner. ***

The most versatile man in the history of the theatrical profession was the late lamented George M. Cohan. One day while he was rehearsing, a famous English theatrical man dropped in and Cohan showed him around. "Who wrote this play?" asked the visitor. "I did," said Cohan. "Who wrote the music?" Cohan said, "I did." "Who is producing it?" "I am." "Who is your leading man?" "I am." "And your leading lady?" "My sister." The amused Briton asked: "And do you paint the scenery?" "Oh no, my father does that," replied Cohan.

When P. T. Barnum was the world's greatest showman, he was so besieged with requests for passes into his shows that he finally posted the following excerpts from

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PRIDE OF HEART (unril he moke. dolher imp.ovemenll ir fhe rtunning new upright rign with chongedle lettcr-boo.d qt Ccrr E. llccouley': retoil yord in Ontorio, Colif. Photogrophed lqt month, the enlerpriring doler od hi: :tqff were purhing "3mmer Speciolr" on both ride: of lhe rign. lhe hqndrme relqil rlore, where improvments follow one oother in rhotgsn su(Gelliotr, is shown in the right photo od reoden of lhere columnr ore well-ocqrcinted with the modern merchodiring McCouley qnd rtqff do there

.LA HONDA' NEW REDWOOD THIN PANELING LINE

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Information on La Honda red\ilood thin paneling may be obtained by writing Sirnpson Redwood Company, lftll White Building, Seattle, Washington.

RRCC Industly-Educqtion Conference

To Be Held in Eureko, Ocfober l7

Continuing its "wise-use" conservation education program, the Redwood Region Conservation Council will hold its 4th Biennial Industry-Education Conference in Eureka on October 17. Teachers, school administrators and guidance personnel from the schools of the Redwood Region will spend a full day with representatives from the folest products industry and the business community, with both groups attempting to define needs and objectives for today's educational challenges.

The morning session will be devoted to a "Panorama of E,ducational Activities." The keynote speech will be given by Norman B. Livermore, Jr., treasurer, The Pacific Lumber Company, San Francisco. Presentation of the first RRCC College Forestry Scholarship to Ralph Brooks Sibley will highlight the no-host luncheon. The $500 check, raised mainly from $1.00 contributions by RRCC members, will be turned over to the Humboldt State College forestry student by R. R. Chaffee, president of the RRCC.

Three panel discussions will take up the afternoon session. They will cover: "\Mhat Are the Needs in the Fields of Adult Education"; "A Counselor's Forum on Job Op- portunities in the Forest Products fndustries," and "Needs of Elernentary Teachers in Conservation Education-Lesson Plan Development, Visual and Other Teacher Aids." _ I,ndustry participants in the program will include Ray lalvola, Qeorgia-Pacific Corporation, Samoa; Bernard j. laughn, Union Lumber Company, Fort Bragg; Donald V. Metcalf and Harold E. Neville, The Pacific Lumber Company, Scotia; Leonard L. Farris, Farris Lumber Company, F,ortuna; Robert Malloy, Roddiscraft, Inc., Arcata; Sidniy Mackins,_ limpson Redwood Company, Arcata, and J. E. Pickett, Wolf Creek Logging Company, Arcata.

The conference summary will be given by Rudolph Grah, School of Forestry, IJniversity of California, Berkeley.