T\(/ENTY-FIVE YEARS AGO TODAY

As reported in The California Lumber Merchant December 1, 1931

The Valley Lumber Company, Lodi, has remodeled and beautified its office and added a sales and display room.

The Shevlin mills have shipped east a solid trainload of 151 cars of lumber from their mills at Bend and McCloud

Lloyd Harris of the Holmes Eureka Lurnber Company, San Francisco, has been giving interesting illustrated talks in various cities to civic organizations on the subject of Redwood.

The California Retail Lumbermen's Association held its annual convention in Oakland, November 19-21, with a large number of dealers in attendance.

The Red River Lumber Company, of Westwood, recently shipped a "Prosperity Special" consisting of l7l cars of lumber, with 21 states getting shares of the shipment.

Changes in the sales staff of A. L. "Gus" Iloover, Los An- geles, include the resignation of George Melville and additions of E. W. Gould and D. E. Holcomb.

A. W. Bernhauer, Los Angeles, was re-elected president of the Millwork Institute of California at its annrial meeting November 19-21 in Oakland.

Guy Willis Merwin, manager of the Newman Lumber Company, of Newman, and the Patterson Lumber Companl', of Patterson, died November 7 at Newman at the age of 57.

0l'i;tuanal,

RALPH L. WILLIAMS, 73, Lakeland Village, Calif., died November 1 in Corona hospital where he had been a patient a few hours after a lengthy illness. Mr. Williams went to Long Beach, Calif., from Wisconsin in 1913 and for rnany years was in the construction business, building and selling houses. In 1931 he established a lumber business in Paramount, which he continued until June 1955. He leaves his wife, two sons, Claire and Roland, one daughter and eight grandchildren and four great-grandchildren. Burial was in Whittier.

JOHN EDWARD TERRY, 32, sales executive u'ith the F. S. Buckley Door Co., San Francisco, collapsed while sitting on a sofa drinking tea in his Belmont home the evening of November 6 and died in an ambulance enroute to a San Mateo hospital after earlier attempts to revive him by a Belmont Fire Department inhalator crew called by his t'ife. Young Terry was a native of New Jersey and had formerly been lvith both the Cheim Lumber Co. and South City Lumber & Supply Co. in his successful lumber experience. Besides his wife, he leaves two sons, two daughters and his mother.

GUSTAF PERKIG, 34, Grass Valley, Calif., lumberman, was fatally injured November 1 when the automobile in which he was riding crashed into a telephone pole. He r,vas co-owner of the Bear River Lumber Co.. reported the Sacramento Union.

BERTHA IRENE DEAN, 75, widow of W. B. Dean, who for many years was vice-president and general manager of the Northern California operations of the Diamond Match Company, died November 5 in Enloe hospital after a lengthy illness, reported the Sacramento Bee. IIer parents, the Frank Fishes, brought her to Chico when she was 11. She leaves two daughters and several grandchildren.

New USP Film, 'Profils Preferred,' Shows Deolers How to Merchcrndise

Adding impetus to U. S. Plywood's new program is a new color film for dealer meetings called "Profits Preferred." It tells the story of how Fred Kellogg, a lumber dealer in Utica, New York, meets the changing conditions in the building materials industry.

"We've learned that there's good money in selling fashion interior decoration," Mr. Kellogg says. "We've always done a lot of business on the phone, but with these new decorative products, we needed a better showroom. Somebody's pointed out that the lumber yard is becoming a 'department store of building products'."

The most important procedure revealed in the film is "selling up" to the higher quality materials. "We could have let 'cost' and 'price' be the dominating factors in the customer's mind," says Mr. Kellogg, "but we didn't. We sold beauty, ease of maintenance and increased value of the home."

Other elements in U. S. Plywood's new merchandising program include tie-ins with the company's national advertising; tie-ins with Operation Home Improvement and cooperative programs with local banks.

The company has also offered to cooperate with dealers by providing assistance in conducting their sales meetings. Weldwood representatives are available to speak at such meetings, giving valuable hints on how to merchandise decorative plywood.

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