SOUTHER]I CA]IFOR]ITA 1UTBER SA]ES

SUGAR PINE . PONDER,OSA PINE . WHITE FIR . INCENSE CEDAR,

5o. Cqlif. Representotiyslyely Pine Co. of Colif.

'Wood Dorkening' Seminor

A seminar discussion covbring the darkening of wood by light was slated for October 10, the day following the annual meeting of the Federation of Paint and Varnish Production clubs in Cleveland, Ohio. The seminar was jointly sponsored by the Western Pine Association and thi: Federation.

Open discussion was expected to clarify important aspects of the wood-darkening phenomenon, including: Wave lengths of light which discolor wood, Chemical reactions involved in wood darkening, The action of light on lignin, cellulose and extractives, The effect of light on clear finish films, Chemical light-screening agents, Light-resistant films.

Wood "mellowing" has long held the attention of the forest products industries. It inevitably occurs when wood surfaces are exposed to light, and affects the appearance of wood in the natural state, or with clear type-finishes. Many laboratories are studying it, with considerable progress expected to be reported during the seminar.

Fqntostic Growth of the [. A. Areq

(Continued from Page 54)

5. A rise in income of the magnitude projected will rnean more money available for spending and, thus, increased sales of durables, non-durables and services in the Metropolitan area. Average personal income in the Los Angeles area can be expected to increase from proximately $2,500 before taxes to a $3,800 by 1975. the 1957 level of aprange of $3,300 to

6. Homes, appliances, swimming pools, recreational facilities and new automobiles will enjoy even more of a mass market by 1975. In addition, this increased income will mean opportunities to sell on a large scale new products that are still in the research and development stage.

New Businesses:

1. The type of growth described in this report is filled with promise and opportunity beyond the imagination of most of us. Although no one can foresee all the different types of new technological advances and new products that will reach the marketable stage prior to 1975,lt is relatively certain that many innovations will be forthcoming. The fruits of the billions of dollars that have been invested in research and development work over the past 10 years will take the shape of new producer and consumer products. If these are to come into general use, new businesses will have to be developed and many new jobs filled. For spending to keep pace with the higher levels of income, it can be expected that billions of additional dollars will go for products and services currently unknown to the average consumer.

Use of Automobiles:

1. While it is not expected that the per capita use of automobiles in the Los Angeles area will greatly increase, it is estimated that the total number of cars using the streets by 1975 will be around 4,800,000 compared to an estimated 2,800,000 in 1957, an increase of.7I/o.

General Observations: area ofwho are are sufof doing servlces

1. The projections presented in this report might appear unduly optimistic but yet they are, when compared to past performance, deliberately conservative.

2. The future of the Los Angeles Metropolitan fers all kinds of business opportunities to those alert to take advantage of change and those who ficiently bold to develop and market new ways things as well as new and improved products and for consumers and businesses.

3. In the author's opinion, the Los Angeles area is well on its way to becoming the number one metropolis of the world. Whether this is accomolished in this centurv or the next will depend upon the iccumulated contribuiions of each generation.

Qualified To Serve You

with Abundont Fore.sf Resources of Sugor Pine, Ponderoso Pine, Douglos Fir, White ond Coliforniq lncense Cedqr l

MODERN MILLS snd DRYING FACITITIES '

Operofed by men who know Lumber

-ossure You of QUATITY PRODUCTS

Precision Made

A mixed cglr cctn confoin Stondord Lumber llems plus Mouldings ' Cul Slock ' Glued Ponels ' lnter- -ior Trim ' Window ond Door Fromes' Venefion Blhd Slofs snd Furniture Pc,rts

Experts ot Finger Jointing

ANDERSON, CALIFORNIA

Members: Western Pina Associotion, West Coqst Lumbermcn'r Atsociotion, Pondcroso Pine Woodwork.

S. F. Hoo-Hoo Glub to Agoin Entertoin 50 Needy Children ot Ghrislmcs Porry

San Francisco lfoo-Hoo Club 9 will again entertain 50 needy boys and girls from the S. F. Boy's Club at Club 9's annual Christmas Party, to be held December 17 at the Elks Club, 456 Post Street. As in years past, the party will be a luncheon affair, so bring your secretary, wife-or both-for a pleasant and very worthy two midday hours.

Cocktails will be served from 11i39 to 12:39 p.m. Lunch will then be served, with entertainment (TV entertainer Glen Haywood) and a personal visit from Santa and his two charming helpers (this is a new switch, incidentally) to follow. Committeemen are as follows:

General chairman, Gay Bradt; Finance, Bob Nelson ; Tickets, Harry Hood and Lloyd Hecathorn; Children's transportation, Fred Ziese; Presents, Jim Hall ; Tree and decorations, Bob Kilgore; Songs, Barney Bates; Luncheon, Ben Ward; Publicity, Jack Dollar; Donor List, Dick Hogan; Entertainment, Max Cook, and Master of Ceremonies, Bill lVlcCubbin.

First Anniversqlf for Center

The first anniversary of the Building Center in Los Angeles will be celebrated December 23 with an open house honoring the Architects, Decorators, Landscape Architects and manufacturers who are participants in the exhibit. During the past year, the acre site on Third street west of Fairfax avenue in Los Angeles has been the scene of many meetings and conferences. The background for these events has been the three large gardens and the surrounding pavilions of displays of materials and equipment which iomprise tl-re permanent portion of the Building Center.

How's Your Home?

Analysis of the home-improvement needs of 80,000 homecoming families that entered the Home Improvement Council's "lIow's Your Home?" contest reveals substantial consumer interest in the products and services of every branch of the home improvement-modernization industry, HIC officials announced.

Air Conditioning was the home improvement desired by the largest percentage (69.73%) of the 80,000 entrants. More than half the entrants want to redecorate their bedrooms ; 55.&/o need special racks for shoes and other items in their bedroom closets.

The trend toward outdoor living was substantiated by high consumer interest in new outdoor furniture, barbecue and recreation equipment (60.93/c) of all entrants) ; addition, enlargement or screening of patio, porch or other outdoor living area (50.47%). Close to one-fourth of all entrants expressed an interest in swimming pools.

Other significant revelations : nearly 20/o admit they do not carry adequate fire, disaster and liability insurance; 31/o said they need information on home improvement financing.

some Toke the fey peqsl_ C.R.A. Tqkes rhe High Rood

The coming of Fall and the end of the harvest seasonin the woods, the fields and the orchards-mean time to pull off the muddy boots, light up the pipe and take it easy for producers of products from the soil. Not so with promoters of California's prime product of the Redwood Region. Representatives of the California Redwood Association are emplaning and entraining to all parts of the U. S. to tell even more specifiers and users about the wonderful qualities of California redwood.

IJndertaken on behalf of the major producers of redwood, the association's 1958 Fall field promotion campaign ranks with the largest and rnost varied campaigns in the history of the organization. The intensive advertising and promotion program, which reaches its peak in November, is making use of trade and consumer advertising, a full-scale pub- licity program, the widespread distribution of free li[erature and films, and a l4-state field promotion push.

"Advertising and publicity activities of the Association," said Philip T. Farnsworth, CRA executive vice-president and general manag'er, "is intended to create a consumer demand for California redwood. At the same time," he continued,"field promotion specialists and technical representatives are carrying the story of redwood and its aoplication to architects, builders and lumber wholesalers and letailers in key metropolitan areas of the U. S. In this phase of our promotion program, field teams are visiting some 21 cities in 14 states this Fall.

"In addition," Farnsworth said, "CRA representatives will contact national and regional consumer and trade mag- azine publishers. in connection with redwood advertising and editorial projects."

Association executives will also confer with National Lumber Manufacturers' Association officials in Washing- ton, D.C., to _coordinate the redwood industry's participitio_1.in 1!re $1,500,000 NLMA Wood Promotion Program.

Highlight _o_f tlre Fa! promotion campaign was oirticipa- tion in the National Retail Lumber Dealers' Aisociation convention at Chicago, November 22-25. The CRA showed a handsome redwood exhibit, staffed by its field representatives, at the meeting which brought CRA field men into contact with several thousand building supply dealers.

The CRA also will exhibit at the National Association of Home Builders' convention in Chicago in January, kicking off the CRA's Winter-Spring promotion program.

(Tell them Aou sae it in The California Lumber Merchant) tlfe'n