First Act, Finale in Winton's Amador Tree Farm

Ff HERE is no more electrifying moment in the r recurrins drama of the forests than this instant well known to every lumberman. As the famrliar warning uy of "Tiruber-r-r-rl" echoes through the silent forest, the huge tree crashes down the slope.

The script is rarely changed. The scene has been played thousands and thousands of times, yet it never fails to quicken the pulse of every veteran lumberman rvithin earshot. The men who fell giants of the forest in the lil7inton Amador Tree Farms have a quiet dedication to their work.

Quality rVinton lumber begins with this fallen tree. After it is limbed and bucked into 32 foot lengths, the huge logs are skidded down the slope to the log landing, where they are loaded on trucks headed for the mill to be converted into dependab I y - grad e d Winton Lumber.

The \Tinton Lumber you market is backed by the men, machines and methodr that have made \Tinton's product great over a long span of years. It pays to stock and sell top quality S7inton lumber. Give your lVintonntan ^ call today!

How Lumber Looks

Lumber production in the week ended October 13 was 5.5/o above the previous week and shipments of 482 mills was 10.6/o above the prior week, while new orders climbed 3.7% higher. Shipments were 3.7/o atd, orders 4.9/o below production in the week, reported the National Lumber Manufacturers Assn.

Shipments of 116,110,033 feet by 166 mills in the week ended October 13 were 0.8% over production of 115,232,400 feet, reported the West Coast Lumbermen's Assn, while orders of 714,981,259 feet were 0.2% under production. In the previous week, orders ha<l climbed 7.7/o over production.

Western Pine Association reported orders of 82,676,000 feet and shipments of 81,822,000 feet were 10.2% and 11.1/o, res,pectively, below production of 92,029,000 feet in the week ended October 13, according to reports of 119 mills.

Orders of 17,850,000 feet and shipments of 18,477,000 feet both trailed production of 19,477,0W feet in the week ended October 13, the Southern Pine Association reported for 89 mills. All were above the 3-year average, however.

Fir plywood orders of 128,268,000 feet skyrocketed 16.8/o above production of 109,752,000 feet again in the week ended October 13, reported the Douglas Fir Plywood Association. Orders were 34.3/o above the like 1955 week and production was7.5/o higher as unfilled orders mounted to 330,936,@0 feet.

Total retail lumber stocks on August 31 ,were estimated 4,891,000,000 feet by the National Retail Lumber Dealers Assn, 2.7/o less than July 31 and 5.9/o below the 1955 figure. The Pacific region showed a 12.8/o decrease in stocks. Retail lumber sales during August were 4.7/o above July but 8.2/o below August 1955, with the largest increase in sales occurring ir-r the Pacific region at 10.7/o over July.

Welcome

In this issue, we welcome these nerv advertisers into the farnily of California Lumber "Merchant-isers":

OPERAIION HOME II/TPROVEMENT goes into sccond yeor, with "Betler Your Living" qs 1957 lhamc. 5cene obove from OHI color film strip preienlolion emphosizes confusion that homeowners foce. Moior obiedive of rhe OHI ccmpoign ir to gel deolers, lenders ond conlroctors to leom up lo moke it eosier for people to buy moiericts qnd services. Th. itory slqrls on Poge 3O

25 Yeors Ago New Products Wont Ads Obituories . ... .80

Deqlers to Preview 1957 Merchcndising ot Exposition

SCRLA Pions Biggest Polm Springs Conlerence

The A-LMA-NAC ol Northern Deolers

Bigger Profits in Modern Moteriols Hcrndling

"We Underestimoted Ourselves"-An Editoriol

Hoo-Hoo Activities .. 22-24, 33, 48, Scles Advontqges in New Disploy Ponels

Yord's Woodworkinq Clqss Sells Power Tools

Arr.. "Some Old-timey Sawmill Philosophy"

SCRLA Sets Up Arecr Deqler Groups

Colendcrr of Coming Events

The ADVEBTISERS INDEX will be lound on Pcge 80