fram'i,ng. . . sussest DOUGTAS FIR

tlue nat'ion's fi,rst-l'ine Luood for structural purplses

DOUGLAS FrR-for built-to-last framing.

More than any other single property, the strength of Douglas Fir accounts for its large use volume. For beams, posts, stringers and other structural purposes, it is manufactured in stress grades designed for ready and predeterminable use to sustain any given load. The straightness, stifiness and nail-holding power of Douglas Fir also add to its excellence as a construction material.

For interior trim, mouldings and millwork, Douglas Fir combines long-lasting service rvith pleasing appearance.

life Mogqzine Points Out $3lt/z Billion Remodeling Mqrket

A preliminary study of researcl-r by Life Magazine indicates that the home imDrovement-modernization market totals $311 billion annually, Publisher Andrew Heiskell told the Home Improvement Council Board of Directors at its initial meeting.

Of this total, he said, $14 billion is spent for those improvements that maintain value and livability, with $l7l billion spent for the improvement of appearance, utility and comfort. In addition to the obvious profit opportunities these figures indicate, Heiskell said, the nerv Council program holds the promise of substantial social and economic progress.

Speaking as chairman of the Board of ACTION (American Council To Improve Our Neighborhoods), Heiskell asserted: "Our own program can only be truly fulfilled if the industry, through its own free enterprise methods, convinces the customer that it is to his interest to spend a greater share of his individual budget on housing. The problem facing the producer of home-improvement materials has to do rvith the establishment of basic interests and values.

"There is no question that our citizens can and must have better shelter," he said. "This higher level of shelter must, to a very large extent, be brought about by improving the quality of the existing stock of housing. Even if \ve were to build Il or 2 million nerv homes, the American people rvould not be properly housed unless they actively go to n.ork on improving the 50 million homes that now exist."

During his talk, Heiskell, rl'hose publication u'as the first consumer rnagazine to become a Council member, offered the services of his staff in preparing the basic film and slide presentation HICrvill rrse to explain the program at the local level.

Coost Counfies Hoo-Hoo Elecr terry Fernqndez President

Election of offrcers of Coast Counties Hoo-Iloo Club 114 rvas lreld October 24 at Garbini's in Santa Cruz. Presiding over the first part of the meeting rvas outgoing President Fenner Angell of I'acific Lumber & Supply, Soquel, who turned over his gavel later in the evening to Jerry Fernandez, \\restern Pine Supply Co., nervly elected Club 114 president. '

Electecl to serve as oflicers under Fern andez rvere Vicepresident, Nlelvin Ctinger, Work I-umber Company, and Secretary-treasrrrer, Sanr Tarantino, Tynan Lumber Company, I\{onterey.

Nerv Club 114 directors include \\rillard Lentz, Santa Cruz Lumber Co. ; Fenner Angell; Bob Brazelton, GeorgiaPacific Plyr,voocl Corp., Salinas; Herb Srvanson, H. & H. Lumber Company, Seaside; Jack Yates, Hughes-Yates Lumber Company, Santa Cruz, and lloy Bourriagne, Pacific Lumber ct Supply.

Stcrrt Conslruction on New Hyster Plqnf

Construction of a new manufacturing plant at Danville, Illinois, for the Hyster Company, producers of one of the rvorld's leading lines of industrial trucks, is progressing rapiclly since the first shovelful of dirt r,r'as turned by President Ernest G. Srvigert this summer. The completed plant, on a 53-acre site on the n.rainline of the Wabash railroad, will be the most modern industrial truck factorv in the nation.

Kqiser Gypsum Ups Soule

William R. Soule of Oakland has been named administrative assistant to Claude E. llarper, Kaiser Gypsum Company vice-president and general manager. Soule joined Kaiser Gypsrrm four years ago as assistant controller and has been rvith the Kaiser organization since l94l in financial administrative positions with Henry J. Kaiser compan)/ and Kaiser Services.