PONDEROSA PINE

With a limited cmount oI SUGAR PINE AM FilR from their sqwmill at Horse Mountcin, Icke County, clso stock out oI their ycrd, ct regulqr mcrket prices.

(Continued from Page -23)- iil proud of the salesmanship that has been displaye.d bv the -buildine material dealer in recent years, ot hrs sianding in his-community, of his-willingness to change from old methods to new as condrttons change' r nere was a time when the country was building up fast and the dealer came to the mill man and took his lumber away, and verv little salesmanship was needed. I suppose some of us eot'irrto bad habits during those days, sitting around -the 6ffice and talking ducks or golf or the lvorld series, when we should have 6een out peddling our wares. It is natural that for many years we though- of 2x4's.and mouldings and wooden gutier, and forced the prospective home ov/ner io eo out aid make separate contracts for his lumber, and'millwork, and plumbing, and heating, and-paint,- and hardware, uniil itii no wonder that the building. of the smallest irome became an ordeal to be put off as long as possible, to be avoided entirely if it could be.

I got through sihool and wanted.a jop, the job that-was op-en in mv-own home town was in i lumber yard. I am eiad itwis.I wish every manufacturer could start in a Ietail yard and get the reilization that I got,- that.it does not matter at all what the mill wants to make, what the logs will cut out to best advantage, the consumer of lumbe?, or the contractor or carpenter, the. man who nails it up, is the man who decides-what lumber has value and #hat hus not; and how much lumber the mill man may saw, regardless of what his banker or his stockholders may think about it.

- Without going at all into ihe old contractor problem, which will aTway-s be with us, I believe that the local dealer should control'his own business, should quote on the comolete unit iob, should avail himself of the very wonderful irew faciliiies for financing each operation. The adlnrtt"" in financing alone is a r&olution compared- with the old davs of firsi and second mortgages, and short-term nol.t ina high interest rates,-and I hope that every one.of us is availin{ himself of the chance to do every prospective home-ownei a service in making these efficient, modern small homes easily available. Tf,at is entir-elY aside from what he can do f6r himself and his stockholders.

I think the modern merchant, and certainly there are no better merchants anywhere than there are in the State oJ California, are rising to this opportunity-. When-residential building in September, ,not counting the W:.tt Coast, amountei to 152 million dollars, which was within I% oi the August total, which it !gt! was the highest recorded for any- month since July, 1529, somebody must be working at this job and miking-homes easy to own, of takins -the mystlry out of building. Someone must be t""ii"i"e that ihe principles of salesiranship, that are uniriersal, ian be applied to homes as well as to automobiles and radios, and -all of those things that have competed so devastatingly for the consumer dollar.

- I have .iid -aty times that when a small new, modern home can be bought on the same monthly investnl"l! 1" a small used car ihere can be no question as to which rs ih. b.tt.t and more permanent investment. Speaking of p"r*utt"tt.", I have .d[.d attention to the fact that in this -country e"ih y""t 150,000 homes still serviceable, still doine ih.ir job, become fifty years old, 50,000 homes be"o*i75 yeais old, and are still on the job. It just becomes a matter of salesmanship as to whether the new home or the used car will be bought first, and we know which has been bought first too many times in the past. .

^

Let me pause for just one parenthesrs. tsor the hrst tlme in lumber iistory these univirsal and eterna-l principles of salesmanship have been tied up in one package, in eight small packages, might be a more correct statement, anc applie<i to y6ur job and mine in simple language. I want to commend to you, and to every man rn your emPloy' whether he be salesman or truck driver, because your truck driver is also a salesman, or should be, Tested Selling Methods as sponsored by thb National. Retail Lumber Dealers and publiihed by the Merchand"sing Institute' Selling is the bottleneck of our industry, as it is of. every industry] and I know many retailers who have learncd what to say ind when to say it -by taking this inexpensive course' More than that, it has given them a new respect tor salesmanshii, and an appreciation of their own shortcomrngs that is ferhaps the-most important reTlt achieved.

Where do ivego from here? Obviously that does "g!.qe- pend on the rruriber of trees we can grow. There will be blentv of trees. It does not depend on the need of the h*.ii""tt people for homes' Theie is plenty- oJ need..It no lonser deptnds on the quality of the small home that is beiile off6red, the quali[y is-there, more value than has .'tnet"be.n built into-a home before. It does depend on our ability to get the American people to -understand this new story of f6restry, and the f-act-that for the good of this "ontltty these tiees must be used in increasing quantity' And oirticularlv and finallv, it depends both on the quantitv ind the quality of your salesmanship and mine. We have the product. Now iet's go out and sell it.

Back From Eastern Trip

Tom Henderson, Lone Pine Lumber & Supply Co., Lone Pine, Calif., has returned from a trip in the Middle West. While back there he picked up a new automobile, drove to his old home in Indiana for a visit, then motored back to California.

Congratulations

Mr. and Mrs. W. F. Fahs are the happy parents of a baby boy, born at the Hollywood Hospital, Hollywood, on October D. Mr. Fahs is associated with the California Panel & Veneer Co., Los Angeles.

Datcs of N. L. M. A. Meeting Nov, 18-19

Washington, November 6,-The annual meiting of the National Lumber Manufacturers Association has been definitely set for Monday and Tuesday, November 1&19, at the Blackstone Hotel, Chicago.

Although a detailed prog'ram has not yet been released, it is expected that there will be a general meeting of all stockholders, directors, committee members and delegates, at 10 o'clock Monday morning, November 18, followed immediately by separate meetings of committees on Forest Conservation, Trade Promotion, Nominations and Recommendations, and Timber Engineering Company.

The afternoon of November 18 and the morning of November 19 are planned to be devoted to a general meeting for the consideration of trade promotion and research opportunities.

The annual meeting of the stockholders and directors will be held in the afternoon, Tuesday, November 19.

It is expected that a great ,deal of important new business concerning national defense, improved statistical and information services, trade promotion and research, pending and prospective forest legislation and cooperation with public agencies in small homes building will come up before the meetings.

Obituaries

JOHN S. CRONTN

John S. Cronin, 88, pioneer lumberman, passed away at his home in Van Nuys, Calif., on November 6. He was the founder, with his son, J. P. Cronin, of the Cronin Lumber Co., Van Nuys, but had been retired for the past several years. He was an uncle of Dr. A. J. Cronin, author of the novel "The Citadel."

Before coming west in 1911 Mr. Cronin was superintendent for McCall-Webster Lumber Co. of Aberdeen, South Dakota. He operated the Standard Lumber Co., which had eight yards, in Eastern Washington from l91l to 1922, when he sold out to the Potlach Lumber Co.

William Jongeneel

William Jongeneel, 54, retail lumber and building material dealer, partner in Santa Fe Builders Supply Co., Berkeley, passed away in Berkeley, October 28.

Mr. Jongeneel, who was a native of Holland, was associated with Redwood Manufacturers Co. for 25 yeears and was manager of their Oakland yard. He went into business in partnership with George L. Tyler in 1932.

He is survived by his widow, Mrs. Edna G. Jongeneel, two brothers, A. H. Jongeneel and L. W. Jongeneel, and two sisters, Ilfrs. W. P. Grass and Mrs. Catherine DuBois.

MRS. MARGARET M.'GANAHL

Funeral services were held for Mrs. Margaret M. Ganahl in Los Angeles on October 31.

Mrs. Ganahl, who lived in Los Angeles for 50 years, was the widow of Joseph G. Ganahl, former vice-president and general manager of the C. Ganahl Lumber Co., Los Angeles. A son, Walter A. Ganahl, is manager of this company's branch yard in Los Angeles.

STIIAI.T HOMD DUII,DITIG BOOilS CTRTIGRADI SAI,IS

The aggressive prornotion worlt of the Red Cedcr Shingle Burequ is winaing lhe new scrcll home mcrket lor CERTIGHADES. Deqlere reporl excellent sqleg dv€rqger during l9tl0, with even brighter prospects lor next yecr.

Write Bed Cedcr Sbingle Burecu, Seqttle, Wcghington, or Vcncouyer, B. C., Ccrnadc, Ior tee decler helps cnd litercture.

GUARANTEsD GRADsS AND QUATIIY.