\(/hat Would We Do Without Color? Moralt Sell More and More Paint

By Jack Dionne

Imcrgine your town without tr drop oI pcrint on qny building! Picture your living roorns undecorated! Look ct the wclls oI your home, cnd think oI them cra never hcrving been pcintedt

How would irour cuto look unliniEhed?

Your plcce of business would be monotonous cnd drecry. Mcchinery would cll look alike. Farm buildings would be so unsightly thcrt they would appear hideous.

Without color you might qs well be blind. Color is EVERYTHXNG.

We remember scenes beccruse the coloring is becrutilul. We reccll summer nights when the sky wcs bluer thqn usucl. We think of c certcin dtrwn beccuse ncture was lcrvish with her colors on thct pcrticulcr morning.

We love certcrin homes beccuse the color scheme hcs been worked out hcrrmoniously.

We desire to own certcin lcrrms beccruse the color schemes of the building lcry-out hcrs cp- pecled to us.

We mcry not attribute these desires to the color schemes. We mcy imcrgine thct something entirely different wcs responsible. Yet in the mciority oI cqses our lcrvorqble attention wqs lirst cttrcrcted by color.

Color cttrcrcts cnrd fqscinates.

Winter is drecrry becquse there is little vcrriety in nature's color scheme. Spring is becutilul beccruse color is retuming to the world. Summer is gorgeous beccruse ncrture hcs returned to her color climcu<.

Thectriccrl perlormcnces ollen depend lor their auccess or fcilure on their color schemes. Mcrny cn indifferent production hqs been sqved by wonderlul color effects.

A womcn is becrutiful when she wecrs cr certcrin color. With some other color she is entirely uncttrqctive. We otten iudge new people we meet by the colors they wecrr.

Color intensifies love cnrd qdmirction" cnd intensilies repellcnce.

Thct is why the selection oI colors is importcnt.

A building cqn be entirely ruined by poor pcrint or poorly selected colors.

Homes cre hideous or "homey" cccording to the color scheme selected cnrd crpplied.

A lcim well pcrinted is ecsily scrlcrble. Bcdly pcinted its vqlue is much reduced.

Color is produced by pcrint.

There is no merchcrnt to whom color is more importcrnt to business success thcrn the lumber merchcnt.

Most oI the mctericl he sells WIII be or SHOIILD be COLOBED. To hcve them properly colored, is crs irnportcmt as the origincl scrle itseU.

Therelore the lumber merchant should sell pcrint, he should know color schemes, cnd he should ccnelully crdvise his customers on the use ol COIOR.

Doing so meqns much to his business in every wcy.

Convention Dates

Feb. 2- 3-Michigan Association of the Traveling Lumber & Sash Door Salesmen, Statler Hotel, Detroit, Annual.

Feb. 2- 4-Michigan Retail Lumber Dealers' Association, - Hotel Statler, Detroit.

Feb. 2- 4-Iowa Association of Lumber and Building Material Dealers, Des Moines Coliseum, Des Moines, Iowa.

Feb.

Feb.

Feb.

Feb.

2- 4--Lamber Dealers' Association of Western Pennsylvania, Fort Pitt Hotel, Pittsburgh, Pa, S-lO-Illinois Lumber & Material Dealers' Association, Stevens Hotel, Chicago. Annual.

9-1l-Union Association of Lumber & Sash & Door Salesmen, Deshler-Wallick Hotel, Columbus, Ohio. Annual.

9-1l-Ohio Association of Retail Lumber Dealers, Deshler-Wallick Hotel, Columbus.

Feb. -12-Tennessee Lumber Millwork and Supply ers' Association, Nashville, Tenn.

Feb. 14-1S-West Virginia Lumber & Builders & Supply Dealers'Association, Huntington, W. Va. Annual.

Feb. 1S-l7-Wisconsin Retail Lumbermen's Association, Milwaukee.

Feb. l7-l9-Western Retail Lumber Dealers' Association, Spokane, Wash.

Feb. l7-l8-Kentucky Lumber & Supply Association, Lafayette Hotel, Lexington, Ky. Annual.

Feb. 22-23-North Dakota Retail Lumbermen's' Association, Fargo, N. D. Annual.

Feb.23-Z1-Nebraska Lumber Merchants' Association, Municipal Auditorium, Omaha, Nebr. Annual.

Feb. Z4-2S-Virginia Building Material Association, John Marshall Hotel, Richmond, Va.

Mar. 3- 4-Southwestern Iowa Retail Lumbermen's Association. Council Bluffs, Iowa.

Mar. 8- 9-South Dakota Retail Lumbermen's Association, Sioux Falls, S. D. Annual.

Mar. -24-New Jersey Lumbermen's Association, Robert Treat Hotel, Newark. Annual.

Ap.. -28-IndianaHardwood Lumbermen's Association, Indianapolis, Ind. Annual.

Accessible

Proves Cost of Home Today at Low Level

San Francisco, January 14.-An independent audit by Heyman Brothers, San Francisco builders, shows that a "superior" S-room home-2 bedrooms, kitchen, living room, dining room and breakfast room-selling today for $200Ohouse and lot-would ccst the buyer in the 1926-L9D period, the total amount of $8,730.

This substantiates the findings of W. H. Lowe, president of the Paraffine Companies, Inc., who recently declared that the cost of homes today is fr-26 per cent below I926-l9n levels.

Heyman Brothers say: "The unit price per square foot is about the same today as it was in 1926 but look at the superority in quality, equipment and finished product by that same unit price today.

"The new items introduced in our modern houses and their cost in a $7000 home, including innovations, FHA requirements, earthquake protection, termite protection, architectural improvements, heating equipment, and finish and comfort, total $670.

"Due to a more competitive market, our margin of profit for a house of this type since 1929 f.ound itself reduced to approximately $500.

"This shows a difference in favor of the buyer of $1170.

"The FHA loans represent a saving to the home buyer of about 1 per cent in interest per year. Our typical home of $7000 would carry a loan of $5600 on which the saving of 1 per cent on the unpaid balance alone over a period of trventy years amount to $56O.

"This brings the total additional value to the buyer of today over the l92Gl9D period to $1730, meaning that the final cost of this $7000 home of today would have'been $8730 in l92Gl9D, if at that time we had furnished the same equipment, added today's higher overhead through labor insurance and tax increases, figured the then prevailing profit margin and interest rates on first and second mortgages.

"These figures prove that the home buyer of today has the advantage over the 1926-l9D buyer by 241 per cent for the identical home."

No Tough Hauling fo, Your Truck

Juct Wondcrin'

I Wonder why we cannot take A hint from ancient days, ; And then adapt to modern times ' Their wise and useful ways;

' There was the oath Athenians took. So very good and true, That I would like to take it now, And so, I'm sure, would you.

I Wonder why we cannot, in the interest of our own city, town or community, make and keep the oath with which Athenians pledged fealty to their own beloved city, Athens.

Individually and collectively can we not say;-

"We will never bring disgrace to this, our City, by any act of cowardice or ever desert our suffering comrades in the ranks; we will fight for the ideals and sacred things of this City, both alone and with many; we will revere and obey the City's laws and do our best to incite a like respect and reverence in those about us who are prone to annul or set them at naught; we will strive unceasingly to quicken the public sense of civic duty; and thus, in all ways, we will pass this City not less but greater, better and more beautiful than it was transmitted to us."

Because we love our CityHer homes and her busy marts, We pledge her our true allegiance With loyal and faithful hearts. We promise to make her betterMore wondrous from year to year, That her glory and pride may be greater

When we are no longer here.

Uncle Silas says, "I'm right glad the Constitution guarantees us free speech and freedom of the press; but if it had mentioned free streets and the integrity of public highways, there'd have been something more to brag about."

-A. Merriam Conner.

JOINS McCORMICK SALES STAFF

Jim Berry, formerly with the Newton Lumber Company, Denver, is now covering the Sacramento and San Joaquin Valley territory for the Chas. R. McCormick Lumber Company, San Francisco. He succeeds Fred .Amburgey, who has been brought into the San Francisco office.

Wsrtcrn Pine Annual February 10

The annual meetings of the Western Pine Association will be held Thursday, February 10, 1938, at the Portland Hotel, Portland, Ore. The morning session will be devoted to a meeting of Association members at which the various committees will report and the 1938 program will be discussed in detail. The early part of the afternoon will be given over to a discussion of the NLMA's activities, following which the board of directors will meet to take formal action on matters considered by the members meeting in the morning.

The NLMA's work will be discussed by Secretary-Manager Wilson Compton; C. R. French, who is in charge of the NLMA's housing promotion work, and H. G. Uhl, manager of the Timber Engineering Co., an NLMA affiliate which promotes the use of modern timber connectors in wood structures.

The Promotion and Research committees will meet in Portland, Tuesday, February 8, The Promotion, Grading, Statistical and Traffic Committees will meet Wednesday morning, February 9, and the Bxecutive and Economics Committee will hold a brief session the afternoon of the same day. It is understood, also, that a sales managers meeting is being arranged for Wednesday afternoon, February 9.

San Francisco Visitors

W. S. (Bill) Russell, wholesale lumber dealer of Eugene, Ore., recently called on some of his old friends when in San Francisco on a business trip.

Orville R. Miller, Deep River Logging Co., Portland, was a San Francisco visitor around the middle of January.

William Swindells, of Willamette Valley Lumber Co., Dallas, Ore., called on a number of wholesalers in San Francisco on his way home from an Eastern trip.

Move To New Offices

Schafer Bros. Lumber & Shingle Co. has moved its Los Angeles office from strite 1226 to suite 1102 W. M. Garland Building. The telephone number remains the same-TRinity 477I.

(Ifirite