The CAtIFORNIA LUffIBER ftIERCHANT'S

troditionol ond ANNUAI is alwoys-wefcome CHRTST/HAS on ifs wqy fo you .

It's lime right now to stort thinking oboul your Personol Greeting so we con deliver it to All your friends ot rhe Holidoy Seoson

(-Card Courlesy of West Coast

Your Advertising Dollqr never buys o bigger borgoin lhon this worm qnd friendly issue never gets your own Seoson Greetings lo more friends ol less cosl thqn through the singte medium of this one splendid issue.

BiggerBrightellstisr lhon ever, fhe 1960 edition will once ogoin be the ploce to meef ond greet Old Friends, Cuslomers ond Suppliers throughout lhe scoltered West Coost building mqte;ols industry.

To All Our Regulor Adverlisers: PTEASE RESERVE YOUR SPACE EARIY so we mqy sqve your preferred position this yeor.

(Here's c Dcndy Hcndy Order Form:)

Absolutely NO INCREASE in Advertising RotesUse This Hondy Blqnk for yOUR Spoce Order: (Regulor Adverrisers' usuol Frequency Discounr Rqtes wilr Appry)

ONE TIME RATEST (these special, low Color Rates will apply to the DECEMBER i issue ONLY)

Btack& Black& Black& Rte"h White Red Green Green n $14q.00 ! 9150.00 D $16t.00-n

({eSular Advertisers' usual frequency discount rates will apply where only Color and Greetirigs ,ie "aa"J to standins 'Ad. yhete, 1, completely tpry 4d is made-up, it will be nec-essary to add the minimum gl0 Composition charge.) !,eneat last year's copy n Other Colors: $70 for each color f_I,ease_make up new copy for us tr We will send in copy ourselves

Full Poge Holf-Poge Quorler Eighth No Ad Copy Con Be Accepted After November 2l Plesse Get Yours in Ecrly for Best position

RETAITER,S BENEFIT FROM INSTITUTIONAL IUMBER, ADs

In the case of institutional lumber advertising, the old saw of "Low Man on the Totem Pole" turns into a paradox. The more advertising the manufacturers do, the more the retailer benefits-because he is last in line.

West Coast Lumbermen's Association carries on a broad prog:ram of institutional advertising. The message reaches thousands of builders, farmers, designers, specifiers and architects. And where do these people buy the lumber they use ? The obvious answer is the retail lumber dealer.

Several different .WCLA advertising campaigns are now in progress, each directed to a separate group of lumber users and specifiers. One of these groups-the architects and designers-will be reached through their professional magazines by a new and colorful series of ads featuring outstanding: and award-winning structures of wood, Layouts of the full-page ads are closely integrated with the designs of the structures pictured in the ads. The l'irst Presbyterian Church of Vancouver, Washington, for instance, has a high, extended roofpeak jutting out over a long, covered passag:eway leading into the church. Strong vertical lines are dominant, through the steeply-pitched, cedar-shingled roof, the vertically-installed Douglas fir siding and the high, .narrow glass facade in the end wall gable. The ad layout accentuates these lines, leading the reader's eye down into the copy at the lower part of the page. "Here is an expression of design freedom at its flnest," says the ad.

Desigrred by the Portland architectural firm of Stewart & Richardson, the church received an Award of Merit in the March competition of the Oregon A. I. A. Chapter.

Another award-winning design is featured in the May advertisement, this time a Bellevue, Washington residence desigred by Wendell Lovett. Blending into the black and white photo of the house is a crosssectional drawing of the main level, rendered in bright red. Unique Douglas fir roof beams and exterior diagonal bracing members are two of the many unusual and intriguing features included in the desigrr.

Ad copy quotes the architect, "Many of the economies of the cube are retained, yet prominence of design is achieved tlrough the use of unique roof planes, free modulation of interior space, and highfy defined roof beams and exterior diagonal bracing members."

A third ad in the series, using a format similar to the house ad, features a modern wood airplane hangar. A cross-sectional drawing points up the dihedral-angled roof and strong gridwork of Douglas fir lumber framing. The 55' x 118' hangar is desigred to withstand airport wind gusts of 75 miles per hour.

The general construction principles and style of architecture are explained in the ad copy: "A 60' laminated beam supports the roof and assures easy operation of six 11' x 16' sliding doors. The basic 2" x 6" West Coast lumber framework supplies strength to sustain the shear diaphragm wall skins."

Ralph C. Bonadurer is the architect.

To give added impetus to the ads, free technical information is offered to the reader from the Association's Technical Service Department. A wide variety of reports and brochures are available for the asking, including Design and Fabrication Specifications for Glued-Laminated Beams of Douglas Fir and West Coast Hemlock, West Coast Lumber Grades & Uses, Where to Use "Utility" Grade Lumber, and Analy- sis and Construction of the HyperbolicParaboloid of Wood.

All of these publications point out to the architect or builder how, why and where to use West Coast lumber. Through the media of nationally recognized advertising and literature, the Association develops increased utilization-and increased sales-of West Coast lumber.