@ttristmug Frtttings

TRIANGIJE IJUMBER CO.

610.-l6th Street, OaHcnd 12, Calilornia Phone TErrPlebcn 2'5855

Recognizing Assets

Fortunate indeed is the man who knows a good thing when he sees it.

John Reno of The Pacific Lumber Company recently told of an experience which well illustrates the value of the keen perception which enables a man to look at an apparent defect and visualize it as an asset.

Mr. Reno related that several years ago the president of a large combination sto'rm and screen manufactur:ing company put in a hurried call for an immediate consultation about the large amount of "birdseye" (a tiny elliptical appearing spot that looks like a bird's eye) which was in the Redwood lumber the customer was receiving from The Pacific Lumber Company.

Without delay, Mr. Reno was dispatched to see- this man and had a meeting with him and his assistants.

It was explained to them that birdseye was quite prevalent in Redwood and that they had been receiving lumber with this feature present for a great many years, that it had evidently caused no trouble on units sold by them over the last decade, and that probably their current complaints were just due to some of their salesmen or customers being unusually observant. It was also explained that birdseye should in no way affect the good results that would be procured in storm sash from all heart Redwood' Mr. Reno then had to say that if they could not use Redwood with birdseye present, his company was just out of luck as far as a source of supply for them was concerned and, for that matter, such would be the case with all Redwood manufacturers.

The president of the company listened carefully, then stated that he had already come to a conclusion. He turned to his vice president and instructed him to call in all sample unitsfrom all over the country and to make new ones putting as much birdseye as possible in every piece that went into the new assemblies; and to instruct all of their salesmen to stress the fact that birdseye is almost unique with Redwood. that it has a wonderful decorative feature with no utilitarian drawback, and that every effort would be made to include as much birdseye as possible in all units manufactured, but that no guarantee would be made

(Continued on Page 126)

And Besf Wishes Jor 1953

Hexberg Lumber Company

10806 South Centrsl Avenue los Angeles 59, Colif. lOrqin 6-3136

Homc oftcc we3tern Divbion

Glcvelond, Ohio Otyrnpic, Warhington

AIAN A. SHIVETY

Represenfing DAVIS PTYWOOD CORPORATION in Sogthern Colitornia & Arizonq

4O8 No. Glendale Ave. L. A. phone

Glendole 6, Golif. GHoprncn 520g3

$esgon'B @rcetrngg

un! @ur T8.tst Wisbes tsr tbt

fr-en Eesr

At Drnny Lumrrn (omprtv

Specializing in Ponderoso & Sugor Pine and Dovglas Ffu Clears

Office ond Yord 423O Bondini Blvd., Los Angeles 23, Colif. ANgelus 0856

SAVE-A-SPACE

Interior Sliding Door Units

Model ll9o Low Cosl Unils

CHAS. S. DODGE

WHOLESATE LU'YTBER

2845 Websler Sl., Berkeley 5, Cdlif. Phone THornwqll 3-9045

MANUFAC'IURDRS OT'

Old Growth Fir

MILL IOCATION

ROBERT DOLI,AR BLDG.

GLENDAIE SAN FRANCISCO

OREGON EXBROOK 2.84'4

Oriiaste

R

-No longel an extraaaganc?DO

Exterior Sliding Door Units

Literatue and prices lurnisbed on reqacrt

COOR-PENDER, & IONG CO.

1753 Blokc Ave., lor Angrlcr 3l NOrmondic 3323!

Cnnlow CollpANv

I/TANUFACTURERS & JOBBERSPINE DOORS & l,lltLWORK 738 EAST 59th STREE' ros aNGELES t, CAUFORNIA ADonr 4-0159 A.F.I.. UNION MADE PRODUCIS

Monufoclurerc qnd Wholesole Distributors CAIIFORNIA REDWOOD . DOUGTAS FIR

3200 PETALIA STRESf, OATTAND E, CA]IFONNIA O TEI.EPHONE OIYIIIPIC 2.2400 mllt ild Wholaob ycd, smlll c Jmn.r, collf. d.{iFflqTla-ifilitlfjnFr'"rf.'F]r.:].,c*.*G .--_..".frldrij.g,..c"nr.

(Continued from Page 124) that all assemblies would have any quantity of birdseye present. In other words, he made what was originally thought to be a defect into good promotional material and, of course, did not in any way harm his customers. l{e re-wrote the advertising copy for his retail trade to emphasize that his products were to0/o hardwoods with the very important exception that he had greatly improved the lineby the inclusion of the best of all lumber cores . a core made of geniune California Redwood.

Another such instance was the case of a large furniture manufacturer who marketed a line of high class walnut and mahogany veneered case goods with a lumber core. His core was made of Redwood, which is a softwood, and naturally he could not advertise his product as 100/o hatdwood, a situation of which his competitors tried to take advantage.

This manufacturer knew he was using a Redwood core because it gave him the best results and revamped his promotional material to take advantage of this fact.

He went on to explain that tiny ridges and valleys as well as warpage in furniture panels are caused by the expansion and contraction of the lumber cores due to changes in humidity in the air at various times of the year. Since Redwood expands and contracts much less than any other wood, these troubles are eliminated or reduced to almost nothing.

He continued by saying that Redwood glues better than other woods which means a much better put together piece of furniture. Also, Redwood does not decay like other woods if exposed to damp conditions as experienced in the tropics.

His advertising and his furniture must be good he has been using Redwood cores for twenty-five years.

Of cour'se, the outstanding examples of turning liabilities into assets in the lumber industry were the promotion of low grade pine and cypress into knotty pine paneling and pecky cypress paneling respectively. The men who thought these two up benefited both the industry and the consuming public enormously.

The newest recruit into the paneling group is white speck fir which has already made giant strides as rustic paneling.

\A/hat be next ?

\TA NT A DS

SMALL LUMBER YA,RD FOR SALE

Sales $52,388 first 9 months 1952. (835,m7 in lumber, $16'461 in hardware, paint & plumb.) Est. profits $14,991. Low overhead. Rent $185 nlo. Good 2-man yard. Mbdern retail store & 90 ft. lumber stred. Main blvd. center San Gabriel Vallcy. Stock around $15'000 plus equipment. CASH, no terms. Retiring. Phone owner for appt. ROWLEY, days 9 a.m. to 3 p.m. RYan 1-8188, or write 34 No. Raymond Ave., Pasadena 1, Calif.

IIFT TRUCKS FOR, SAIE

Completely rebuilt with Factory-new motors. (Guaranteed 90 daYs)

39-19 H. T. Ross 33/4 ton, lO-foot lift.

2-19 H. T. Ross 33/4 ton, 14 foot lift.

Used Condition

l-Model 15 H. T. Ross, ?%-ton, l7l toot liit. l-Gerlinger Model S R H 6Ginch carrier. We specialize in lift truck and carrier repair and service. Speciil prices to equipment dealers.

COMMERCIAL R.EPAIR & SERVICE

1115 No. Alameda' ComPton, Calif.

Phone NEwmark 1-8269

CUSTOM MILLING and KILN DRYINC

MCCOY PLANING MILL

34{D East 26th St., Lor Angeles 23, Calif

Phone ANgelus 9-8216

For Saie

Southwest LA 1s'[-2 County. Trackage; 3 acres; property. 7-ton Hyster available if desired' Prime near Northrup Aircraft. Owner, ORegon 8-4793 or

ERONEL

cARRtERS & tlFT TRUCKS

For Sole or Rent

Following Equipment Remanufactured Caries 90-Day Guarantee I Lift TrucLs:

Want Ads

Rcrt+Position wcErted $2.00 per colurnu inch

All others, $3.00 per column inih Closing dctes lor copy, Stb cad 20th

Wanted

Live wire salesman for old established company. Experienced in both contractor & industrial sales.

Address Box C-M2, The California Lumber Merchant, 108 W. 6th St., Rrn 508, Los Angeles i4, Calif.

Votumeptywood Whotesaler

Serving all oI Southern Ccrlilornicr

Looking lor permcnent connection with A DOUGT^TIS FIR PTYWOOD MI.t that will keep him regrulcrly supplied cnd competitive. Ccnr furnish highest cclibre bcrnk ccrd trade references, Address Box C-2088

CATIFORNIA TUMBER MENCHANT

108 West 6th St., Rm. 508, Los Angeles 14, CcUI.

Southern Catifornia Lumber Company For Sale

Three yords locqted in Oronge County, esfqblished over 5O yeqls qgo. Best of reqsons for selling. Asking price for three yords $120,000 plus inventories. * lf you wont to sell your yord, give us o ring.

Venlurq County yord, soles obouf $l5,O0O monthly. Will cost $2O,OO0 including ground, buildings, trucks & equipment. Invenlory obout $20,000 qdditionol. This yord, in o fine district, mqkes o vely good impression. Books open lo quolified porties.

TWOHY LUMBER CO.

LUMBER YARD AND SAWMILL BROKERS

714 W. Olympic Blvd., Los Angeles 15, Calif. pRospect 9746

SPACE AVAITABLE IN tOS ANGETES

For Your Lumber Storage

Or Dlspersal Yard

Or Loading and unloading Trucks and Rail Cars

Or Sticking Lumber for Air Drying

We have surplus space consisting of z-acres, paved and fenced. Hyster and Carrier Available.

HAYWARD LUMBER & INVESTMENT CO.

4r0 San ""?Tff" tT*."fir*ngeres' carir'