$TNf,BI.[ [UMBEN Gl|MPIIIY

255 SECOND 5T. _ OAKTAND 7, CATIFORNIA

3 Blocks Eosf of Jcck London Squcre lEmplebor 2-SSg4 student $'ho wants to enter the field of forestry.

"There is no limit to his opportunity," he said, "if he has lots of guts, is reasonably intelligent, and is willing to work."

He pointed out that this is especially true in this area, since forestry employs more people in the Pacific Northwest than any other industry, and brings in twice as much income in Oregon as the next leading industry.

Dean McCulloch was asked whether he regretted the passing of the old logging camp. He replied that progress has been necessary for the industry, and that the only logical alternative to mechanization would have been to revert to the days of the wheelbarrow.

Asked fora specimen of colorful camp talk, Dean Mc-

STARTING OUR SECOND DECADE AS A WHOIESALE DISTRIBUTOR OF AtL SPECIES OF IAAPORTED AND DO'\AESTIC PTYWOOD FOR EVERY PURPOSE.

Culloch told of the logger who fell out of a spar tree "so high the blue birds built a nest on him before he hit."

Asked for a specimen of camp folksong, he responded with these lines from "The Frozen Logger":

"My lover was a logger;

"There's none like lTim today.

"If you poured whisky on it, "He woultl eat a bale of hay."

Ludlow Popers loses Stocker

Lud-lqw Paperq, fnc., has regretfully accepted the resigna- tion of Fred Stocker as an actile official of the companylHe was,for.many years president of Stocker Mfg. Co. Mr" Stocker intends to devo.te the major portion of his time to his various investment interests.

Small Firms Told ro 'Boost Prices'

By Donald K. White, Financial Editor, San Francisco Examiner

Small business has been in a bind for the past several years and it's not going to get better until it starts charging higher prices.

This diagnosis and suggested cure was made by a management analyst who specializes in the ailments of firms pmploying fewer than 500 people.

John Paul Jones, who heads the business consulting business-bearing his distinguished.name,.said.he arrived ul +" ,r::bonclusion iboost in piices will help his clients after study-

1,500-fie-ld.reporti.ftom his replesentatives in the area of the Mississippi river.

"The small businessman is actually a bystander with little

'control over his costs," Jones said. "Except for degrees

, of efficiency in operation, most of his costs are determined by external factors.

"Like a wife, they have to be lived with. Making the most the present sifuation simply means adjusting prices upward."

- -Jones admits an increase in prices by the small businessman would add to inflation. But he argues cogently that adequate profit margins would be more helpful !o th9 economy generally than any attempt by the owners of small firms to fight the battle of inflation.

Most small businessmen make their initial mistake when they decide they can improve their net profit by boosting volume, Jonbs believes.

"Too many of them are overly hopeful an increase in higher prices to offset higher costs of doing business, the business consultant noted. port poor quality and service. For all his feeling on the s as the only way oqf for they'll take. his ..d"t\.. answer snrlnKlng pront margrns, ne salq. volume is th6 answer to shrinking proiit ntargins," he said.

"Within the past 12 months, Safeway has doubled its net profit rate which only normal increases in volume.," Jones iaid. "It did it direcily and simply by upping prices and getting rid of some of its loss leaders.

- "Lait week J. C. Penney reported it expects to make a record net prodt this year. improved markup and less drastic markdorvn will b6 respon-sible. In othei words, prices have been upped."

Would the consumer fight the higher prices charged by small business ? Jones doesn't think so and cited a Bay area printing plant 6mploying 20 people'that doubled its net profit the-past yeai. The Erm abandoned its antiquated and inadequate pri6ing formula in favor of a new method that rvas related to costs. And it kept its customers.

"To raise pri istic not ab majority are of customers."

"Actually a lot of them would be better ofi if they cut their volume bv 5O% and raised prices." i gis buiinesi has shown iittle reluctance about charging

Consumers are willing to pay a high price when it's backed by quality and service, Jones said. They -would rather have it that way than pay a price which can only supcharacter" he said. "The will result in loss Lumber Merchants ect of price increases now lusiflessmen, Jones doubts