THE CALIFORI\IA LT]MBER MERCHAI\T

Jack Dionne, Publisher

INcoRpourED uNDER uE LAws oF ClrronNu

Pusr-rsnEp rHE lsr AND l5TE oF EAcrr MoNTH AT 108 Wesr 6rrr Srnrpr Br.oc., Roorvr 508, Los Arcrr-ps 14, Cer-rr,; PnoNs: MAorsoN 2-4565

SECOND-CLASS POSTAGE PAID AT LOS ANCELES, CALIFORNIA

IALENilAR t]F T[]MING EVENTS

November

Natlonal Buililing Material Distributors Assn. 9th annual convention, Palmer House, Chicago, Nov. 16-18.

Sa,nta, Clara Valley IIoo-Hoo CIub 1?0 dinner meeting, Clrez Yvonne restaurant, Mountain View. Nov. 1?.

Na,tional Wooden Pallet Manufacturers Assn. Western Pallet ljsers' Conference, Los Angeles, Nov. 17-18.

Dubs, Ltd. monthly tournament, Crystal Springs Country Club (near Burlingame), Nov. 18.

fnland Emplre IIoo-IIoo Club 117 Fall Golf tournament and g'eneral dinner meeting', 7:59 p.m., El Rancho Verde Country Club, North Rialto, Nov. 18. (Golf reservations: I(en Dietel, NA 9-4810; Stark Sowers, TR 7-2001.)

414th Terrible Twenty Tournament, South HiUs Country CIub, Nov. 18.

Northern California Hoo-Hoo-Ette Club 8 organizational Initiation and Installation dinner meeting, Doc's Hilltop, Redding, Nov. 18.

Sa,n Francisco Ifoo-Ifoo Club I dinner meeting, 6:29 p.m., Leopard cafe. Nov. 22.

December

Redwood Empire IIoo-IIoo Club 65 annual F all Ladies Nite social, Highland House, Santa Rosa, Dec. 3; Co-chairmen: Pete Sharp and Joe Schaeffer.

51st Western Forestry Conference, Empress hotel, Victoria, B.C., Doc. 7-9.

Red Cedar Shtngle Burea,u annual meeting, Olympic hotel, Seattle, Dec. 9. Hand-Split Red Cedar Shake Assn. annual meeting, Olympic hotel, Dec. 10.

4l5th Terrible Twont5r Tournament, Oakmont Country Club, Dec. L California Redwood Assoclation Directors meeting:, San Francisco, Dec. 12.

Los Angeles Hoo-Ifoo Club 2 annual Christmas party for LeRoy Boys' Home, in cooperation with L. A. Hoo-Hoo-Ette Club 1, 7:09 p.m., Nikabob restaurant, Dec. 16.

Oakla,nd Hoo-Hoo Club 39 annual Christmas party for Boys' Club, Claremont hotel, Berkeley, Dec. 19.

Sa,n Franclsco Hoo-IIoo Club 9 annual Christrnas party Boys' Club, Elks club, San I'rancisco, Dec. 20.

In fhe Spirit of Thqnksgiving

There is, as always, much to be grateful for in this Thanksgiving 1960. We have just come through a bitterly contested Presidential election, in which the Voters have been bitterly divided. If you may have missed it, we would like to reprint an excerpt from a pre-Election column by Sydney J. Harris in The Los Angeles Mirror, "A Prayer for Our Next President": for S. l'.

"O Lord, whichever it may be, give him a star to steer by. Drain away the passion and the hate flowing on all sides of him. Make cool the fevers of dissension; make charitable the followers of his foe. Unite us, not for war or victory, but for righteousness; and we cannot fail. Give him the courage to do the right as he sees it, not seeking the favor of men or the applause of nations We are troubled; we are to:n; we have lost the way Let him know that the enemy is not outside us, but inside us; not in the world, but in the heart, in the mind, in the passions; and purify him so that his tongue will tell us the way of tmth . In Your will, our peace..."

The nert issus of The CALIFoRNIA TUMBER MERCHANr, the tladit:onal, annual Christmas lssus, will be as osual delayed in the keeping ot tlre Season.'8ut tlre copies are expected t0 be in the hands ot all Subscribers about llecember 9 with the euected Retail and lndustrt features, tte Year-end Sun.ups, and a tvaalth of ercellent Photos and Stories, one of its most imporlant teatu.es, as always, will De the big and colortul Season's Greetings trom tou Supplier friends.

It had been planned to report the observance of the recent, first annual National Forest Products Week in this issue, but such terrific photos and stories are still pouring in from all the Western states that it was felt better to hold the pictorial reporting until the coming Christmas lssue, when there will be more space and the coverage more complete.

f 960 Plywood Soles Up 3.71o Despite 2O1o Drop in Housing Storts

More than 200 manufacturers were on hand for the Douglas F'ir Plywood Association's annual FaIl Promotion meeting last month in Portland, where DFPA leaders outlined promotion and research projects aimed at bigger markets for the industry.

President C. Henry Bacon, Jr., forecast annual plywood sales of up to 16 billion feet within ten to 15 years. At the same time, W'. E. Difford, executive vice-president, outlined progress in promotion and research, saying that the industry has a potential market in housing alone of 9,000 sq. ft. per unit.

At another point in the meeting, "Business Week's" managing editor, Kenneth Kramer, predicted an upturn of.8(k it new housing starts in 1961, saying further increases in housing would occur throughout the decade.

Bacon called on the manufacturers to unite behind efforts to solve the industry's curent problems. Bacon said these include marketing, competition, quality and association finances.

Commenting on the current statistical picture in plywood, Bacon pointed out that sales this year are 3.7c/o a}read, of last year despite a sag of about 2O(k in housing. Ilowever, he also warned of burgeoning capacity which is outpacing growing demand. The industry's capacity will be 9.2 billion feet by the end of the year, while sales will probably barely top 8 billion feet, he said.

Bacon warned of competition, saying that aluminum is spending approximately $30 million this year in varied forms of advertising:, promotion and merchandising in the building market alone to promote aluminum products. He went on to say that plywood cannot compete with newer products unless the industry maintains a high standard of quality.

After pointing' out many areas in which joint advertising and promotion are more efrective than efforts by single mills, Bacon showed two forecasts of plywood demand. One by a leading plywood manufacturer indicates sales of 15.7 billion feet by 1970 are "a realistic possibility." The other, made by American Marietta Co., predicts sales of 16 billion feet by 1975.

In a strong plea for united support of the industry's $5 million promotion and research program, Bacon said the rising curve of plywood sales "might flatten out at nine or ten billion feet unless we strengthen our cooperative effort to broaden plywood markets."

In outlining DFPA's current promotional activity, Difrord touched on every facet of the construction industry. He pointed out

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You Con Profit This Seoson With DFPA'Plywood Zoo' Plqns

A new series of do-it-yourself patterns designed to appeal to fathers and grandfathers of children at the rocking-horse age is being offered to lumber dealers for Christmas promotions by the Douglas Fir Plywood Association, Tacoma 2, Wash.

Full-slzo cutting templates are lncluded ln the package, along wlth a complete ma,terlals llst and iletalled lnstructlons. Plans for a rocklng camol, horse, elephant and llon are avallable from DFPA's Merchandlslng I)epartment for $5 a hundred.

The parts can be cut out with a coping saw, band saw, jig saw, keyhole saw or saber saw, and the Association sugg:ests offering a package that includes plans, constrrrction materials and, perhaps, a saber saw. Precutting of parts at a small additional cost also would be a logical part of this promotion.

The Plywood Zoo wa,s deslgned by archltect Phlllp Thlol anil each requlres a 8x4-foot plece of 5,28-lnch DFPA quallty ffr plywood. Glue, nalls, sandpaper a^nd palnt also are needed, end can be olfered tn tle-tn dlsplays.

These plans are new, but the Association still ofrers the Christmas patterns many dealers have sold successfully in the past. The five Christmas card patterns are available to dealers at 35 cents each and $3 per dozen, and the Nativity Scene at $1 per set or $10 per dozen sets, all from the same address.

Order Cqloveros Cement in

During the rainy months ahead all types of Calaveras Cement will be available in special waterproof bags at the customer's request. If winter moisture presents problems for you, be sure to ask for your cement in Calaveras waterproof winter bags. There's no charge for this added protection. It's another Calaveras service for you!

PTYWOOD MANUFACTURER,S SEE PROMOTION PLANS AHEAD

(Continued from Page 2) that the industry is now selling 2,400 sq. ft. of plywood per newhouse start. There is a theoretical maximum of 9,000 feet per unit, he said, but it is going to take more promotion and more research to realize the remaining growth potential than it took to get the first several thousand feet.

Difford said one way to realize more of this potential is better research and merchandising of plywood components. He cited Insta-Floor panels developed by DFPA's engineers, tongue-andgrooved 2.4.1 subfloor panels, and stressed skin roof units as examples of possibilities.

Difford reviewed the association's campaign to sell second homes and announced that the next step is the development of ideas and sales helps for other types of specialized housing units, such as compact homes for retirement and new ideas in mobile homes.

He reviewed the use of plywood in commercial construction other than houses, saying there are tremendous market opportunities for the sale of plywood in roofs and floors in industrial buildings, schools, churches, apartments, warehouses and supermarkets.

He cited Association eng'ineering in diaphragms, folded plates, space planes, vaults and box beams as examples of how new ideas and technological innovations can open up sales potentials to plywood.

Difford also discussed in detail the farm market. He said the proportion of plywood farm sales going to service buildings has risen from 3O7o to 70Vo in the last three years. Today, the industry is selling one billion feet annually in farm uses. Difford estimated that within the next five years this volume can expand to five billion feet.

Touching on many other aspects of plywood sales from railroad cars and trucks to signs and boats, Difford called on the manufacturers to make a clear definition of their business.

"You aren't in the plywood business," he said, "you are space enclosers and our research is geared to this concept. That's the only way we can stay abreast of the technological revolution occuring in the construction industry. We have to show the engineer, the architect, the builder and the farmer how to enclose space more easily, more attractively, more efficiently and more economically. With more plywood to sell, this is the only sure road to broader markets."

Commenting in other sessions of the meeting on general business conditions, Kramer took a relatively optimistic view of construction activity during the next decade and particularly housing. He said:

"I believe housing' will pick up in 1961. f would say that an increase of about 8/6 in housing starts is a conservative estimate with the dollar volume of residential construction moving up throughout the year.

"It won't be spectacular, it will be a steady rise, though, and, Iooking ahead, it will continue that way until 1965 when the World War II baby crop comes of age.

"That will mark the begiming of a real boom in housing, such as we had for some years after World War II."

"Aluminum Center" Opened in ftlountoin View Retoil Lumberyord

Something new in the way of "one-stop" merchandising of aluminum building products, in fact the only such "Aluminum Center" on the West Coast, was unveiled on October 20 at the Mountain View retail yard of Hubbard & Johnson Lumber Co.

One of six such "Centers" currently operating in the nation, Hubbard & Johnson's new Reynolds Aluminum Center is part of a Reynolds Metals Company master plan, still in its infancy, to open as many as 120 "Aluminum Centers" throug:hout the nation within the next few years.

The basic idea is simple. The "Centers" provide aluminumminded builders with a "one-stop" source of all the aluminum building products manufactured by Reynolds, including aluminum siding, roofing, gutters, soffits, windows and sliding patio doors.

In additlon to servlng the builtllng trades, the "Centers" are also geared to service and asslst the walk-ln, or "do-lt-yourself" market as well as performlng a "jobber" function for neighborlng retail lumber dealers.

In each case, Reynolds Aluminum Center dealers are granted an exclusive for their trading area. Hubbard & Johnson Lumber Company, which also operates a big cargo yard at the Port of Redwood City, and another yard in Los Gatos, has been awarded an exclusive by Reynolds Metals Company for a 100-mile radius.

The opening of Hubbard & Johnson's "Reynolds Aluminum Center" was celebrated in typical grand-opening "all-the-ribbons" fashion. Attended by more than 600 builders, architects and city planning officials, the Center provided, for many, a flrst-hand comprehensive look at the many aluminum products now available for new home construction and the remodeling: market.

A "lumberman's lumberman," H&J president Bud Hubbard, nevertheless feels that aluminum building products are destined to become increasingly important to the construction industry.

"We feel," Hubbard said, "that certain aluminum products have (Continued on Page 53)

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