FIREASSOCIATTON

(Continued from Page 23) among their club membership and that their meetings were very beneficial to all the members.

"Merchandising and Salesmanship" was discussed by Charles Duncan, General Sales Manager, Foster & Kleiser Company. Mr. Duncan said that the history of Ad'vertising read like a romance and at the present time over a billion dollars a year was being speni for this purpose. He cited the cases of the Eastman Kodak Company and the ad'i'antages of such lvell knorvn slogans as "EventuallyWhy not Now," "Keep That School-Girl Complexion" and "Contented Cows." He said that the successful business man was waking up to the responsibility of advertising and that it was a demonstrated fact that the successful business of today was greatly due to advertising.

Frank Kendall, Potlatch l-umber Co., Spokane, discussecl the subject "Should a Yard Be Closed After Losing Money Trvo Consecutir.e Years." Mr. Kendall stated this was a serious problem lvith the yards situated in the North which is situated in the fruit and rvheat countrv. He said the big question in his section is horv to help the farmer so that it rvill stimulate the clemand for lumber. He said that his colnpany found it necessary to close several of their country yards due to lack of business. He stated that the citizens of a town do not realize the advantages of l-rar.ing a luml>er yard until it is ciosed but he said that one of the serious objections to closing a yard is that there is a big investment involved which is worth very little after the yard is closed. He said that their company have their yard managers keep a daily record of their costs so that they know rn'here they stand at the end of every day; if they are not making their over-head, he said that such a daily record will give their manager more incentive to develop more business.

"Horv May We Improve Busiress Conditions in Farming Sections," was discussed by C. H. Crawford, Tum-A-Lum Lumber Co., Walla Walla, Washington. Mr. Crawford said that to improve the lrrmber business in the agricultural sections, it r,vill be necessary to improve the conditions of the farmer. I{e statecl thaf one rviy to improve busihess r'vould be for the dealer to call on the farmer, get better acquaintecl u'ith him and make every effort possible to cheer him np, not rvith the idea of getting immediate business but he felt that such procedure rvould ultimately leacl to a better future business. I{e stated that the present difficulty lvith the farmer is his lack of rnoney for purchasing power ancl that this condition is beyond his control. He said that the saving deposits in his section have shorvn a continued increase and are greater now than in the past and he thought that this cor-rclition rvas due to lack of confidence and has resulted in the farmer putting off his buy- i.rg. He thought that it was very essential in hiring competent men to sell lumber in the agricultural communities, men who are familiar with their problems and who can discuss conditions with them; it rvas his opinion that such a service rvould be greatly appreciated by the farmer and rvould no doubt increase sales. Mr. Crawford also sDoke on Selective Advertising; he said that advertising in the trade papers lvas fihe as far as it had gone but he thought that the manufacturer should do more towards reaching the consumer as this li'ould assist dealers and r,vould also result in the construction of more homes.

H. A. TEMPLETON'S TALK

H. A. Templeton, df Great Falls, Montana, then made a very interesting talk, illustrated with two sets of charts, showing comparative facts concerning the business of old fashioned lumber yards, both city and country, as compared with the business of new fashioned yards and places of business. Improved and unimproved plants, was the way he referred to them. The object of his talk and his figures was to dearonstrate what a very much increased volume of stock the dealer has to sell to make the same net profit in an improved plant, than he does in an uhimproved. Boiled down, his figures showed that a city plant, unimproved, doing $300,000 worth of business sales a year, would have to increase its sales more than $100,000 to preserve the same rate of interest on investment, if it should put in a new $25,000 plant, requiring new and additional stock, investment, etc. The comparative difference between two country yards, improved and unimproved, would be about the same. His talk rvas made in continual reference to the charts, and he brought out many points concerning the three chief factors in his figures-turhover, expense, and margin

Friday Morning

The convention rvas called to order by President O. A. Spear, who introduced the Southland trio rvho' rendered several beautiful vocal numbers. .:

A. L. Porter, Manager of the Lumbermen's Mutual Society, discussed the achievements of the Mutual Society stating that it was organized in 1904 and that it rvas a pure- ly co-operative organizatioin and not organized foflprofit, but aimed to charge only enough to rneetrloFses, and expenses and to add a little to the surplus each year for the proverbial rainy day. He also discussed settlements of losses and said that the retail lumbermen holding contracts in the Society were saving thousands of dollari annually over rvhat. the indemnity' with other companies would cost them. He read a statement of the financial condition of the Society giving the resources and liabilities of the Society for the year ending December 31, 1923. Mr. Porter stated that the insurance in force December 31, 1923 was $11,648,550.00 and that the losses paid to date by the Society was $549,499.00.

R. F. Hammatt, secretary-manager of the California Redwood Association, San Francisco, talked on Dealer Advertising carried on by their association. He discussed the purpose of their "Silent Salesmen" and "Newspaper Cut Service" and how it tied in rvith the local advertising of the retail lurnbermen. He said that their association were now starting their campaign on "Qut-Door Advertising" and that they r,vere planing on placirrg 29 sign boards throughout the state, which u'ill be placed at advantageous points along the main traveled highways extencling from the Bay District and Sacramento to San Diego.

The "Parson's" Address

"The Retail Lumber Business, Yesterday, Today, and Tomorrow," was the subject of the address delivered by Parson Peter A. Simpkin, and it was done in his usually forceful, interesting, and eloquent manner. He traced the lumber business from the time of the stand-patter, who practiced nothing of merchandising, nor of intelligent advertising and salesmanship, stocking his place of business with building materials, and then waiting for trade to come to him.

Contrariwise, he picturecl the advanced lumber merchandising of today, rvith its plan services, its personal solicitation, its up to date advertising, its selling of ideas, and its excellent effort to actually give service to the building and consuming trade. And he held up before his audience the torch of progress, urging that the retail business sweep onrvard in an ever grorving tide of modernness and forceful activity, to the end that the people may have reason to be grateful for the improved building service they receive. He expressed the u'ish that there might be more men in the lumber industry to hold aloft the beacon lights of advancement like Al Porter, Jack Dionne, and the late Jim Moorehead. He complimented the lumber industry on what it has done, and predicted that it will in the future have much more to be complimented for because of what it is still to do.

(Continued on Page /7)

Let us tell you a few facts, Mr. Lumber Dealer

Foct No. 7

About Our Planing MilI

The planing mill of the Pacific Spruce Corporation at Toledo, Oregon, for which the C. D. Johnson Lumber Company of Portland, is the exclusive selling agent, is the exemplification of modern

Fact No. 8

About Out "Package" Syrd.cm In An Early Isruc planing mill construction, embodying utility and eimplicity to the last degree. About 7O per cent of the lumber from our 2'SOO'OO0'OOO feet of old- growth Yellow Firr Sitka Spruce and 'Westerrr Hernlock will find its way to thic depariment of manufacture, where modern electrically-operated highspeed machines convert it into the finished product, interior finirh, factory lumber, atepping, Iadder stock, bevel siding, California novelty rustic siding, mouldinga, ceiling, fooring, door and window stock, and all the various clasaes of the finiched pioduct.

The monorail delivers the lumber from the dry kilns or the dry sheds directly behind the ceven machineg to gravity rolla, and carries it away to the immense planed lumber shed, which entirely coveru the loading deckr, where it is loaded according to your orders.

The immense length of eortirrg chainr, over I'OOO feet, allows an intencified grading of the lumber before it reacher the planing mill, with the result that the product of the factory-for it is a factory for finiched lumber rather than a planing mill-ic of ruperior grade and quality. Do not take our word alone for it. Order a carload of anything you need in the line of finiched t;b;;;;JlJiil;G.ii* q""ritv-."""i".;

(Continued

from Page 25)

His address was splendidly received, and thoroughly appreciated and applauded by the audience.

Friday Afternoon

The session was called to order by President O. A. Spear, rvho introduced the California Male Quartette, who rehdered several excellent vocal and instrumental numbers.

B. J. Boorman, President of the Boorman Lumber Co., Oakland, California, spoke on "Better Roofs," "Terms of Sale," and "Abuse of the Return Habit." He stated that man is not the master of his business until he has mastered the "terms of sale" ahd that one of the contributing factors for many failures rvas due to the lack of a proper knowledge of this matter. Regarding "Better Roofs," he said that when he opened his retail yard at Oakland, the consumers in that market had never used any brand of shingles except Stars. He stated that he has successfully introduced the Vertical Grain 100 per cent Clear shingle into that market and to-date has sold millions of Clear shingles. He cited the methods employed by the shoe dealer and clothing dealer and their attitude towards the "R'eturn Privilege," Mr. Boorman said that the retail lumber dealer should be a lumber merchant, that he should recommend the use of better roofs, and should try to attain a position in his community so that the public would always look to him for advice on all matters pertaining to building. After Mr. Boorman's talk, there was a a general discussion of the "Return Privilege" in which several of the dealers expressed their views on the matter; it developed that some dealers give full returns, others deduct 10 per cent for handling and to cover wear and tear, while it seemed to be the opinion of all that the customer should be given the benefit of the doubt as it leaves him better satisfied an ultimatelv leads to more business.

Robt. Anderson, General Mahager, Anderson & Sons Co., Logan, Utah, talked on "What Can Be Done to Increase the Earning Power of the Farmer." Mr. Anderson said that this is a problem. that is confronting a lot of retail lumbermen today and that it is a serious one; he said that the government officials had been grappling with the subject for about six years, but it was his opinion that we are all too prone to sympathize rvith the farmer by saying that he is having a hard time. He stated that the' farmer has to make his way just the same as any other man and must devote economy and thought to his business and that the farmer who is working 365 days a year and using good common sense in meeting his problems is successful. He cited the cases of cotton, sugar, sheep, and wool as industries that have come back and stated that the farming community has not fallen to pieces. He said if the farmer will forget about birthdays and automobiles and work, that he will come back and will again be a good customer for lumber.

The discussion "Financing Small Homeslf w4s led by 9.. W. Gamble, General Manager, Boise-Payette tumber Co., Boise, Idaho. In opening the discussion he statdd that we must find ways to change the desires of the people; 15 years ago the man of moderate means started,'a savings account with the idea of building a home while to. day they are only concerned in buying ah automobile. I{e called attention to the advertising on sign boards distfibuted all over the country-"See America First." He thought that an advertising campaign, not only fostered by the lumbermeh but by all business men, designating "Buy a Home First" might bring good results. After the general discussion which was participated in by several of the dealers, A. L. Porter, secretary of the association suggested a plan for the members to think over when thby returned to their homes. He ..suggested that each commuinity have a Second Mortgage Corporation made up of lurtrbermen, business men, professional men, and all others who rvould be affected by the construction. of new homes. Mr. Porter stated that stock in the corporation could be sold locally, to be paid for in monthly payments, until the desired amount of capital was secured. He said that this would give each community a responsible corporation and by selling their second mortgages that this would creater a lot of money that might be available for more home buildlng.

B. J. Boorman, Bo6rman Lumber Co., Oakland, gave a short talk on the "Value of Our Insurance Society." He stated that the association has had great success wiih their insurance department from the very first and was proving a great saving to the retail lumberman. He said that in the Northwest they. had a large membership and he would like to see more of the Califorhia retail dealers participatirtg in their insurance society. He advised that he was very proud of the record made by the Mutual Society, that it oi-

(Continued on Page D)

GLoBE EXP0RT [BB. C0. SEATTLE

E)(PORT ISOLCOI\4 CANAL LBR. CO.

AGENTS t BISSF'.LI LBR. CO.

FIR LUMBER, CEDAR SHINGLES, I.ATH

Specia.lty: Okl Growth Yellou Fir Cbss Southcrn Rcprcrcntrtivc

ATPINE LBR. C0. ',"#f#Tr

California Pattern Hemlock Rowh Edge Rabitted Siding; White River

Rd Cedar Shingler, Star A Star Pcrfectq Sanded Finbb rnd Factory Stock selection to economical

Your Home is where you house your lozted, ones and enlvrta&n your friends. Surely it should be modern.

Distinctive features of this charming semi-colonial bungalow home are reflected in the roof detail, corner porch and rose trellis. The mahogany trimmed windows produce a pleasing contiast to the white walls and moss-green stained shingled roof.

The compact and conveniently arranged rooms ofier you a. chirose from and this home assures yoir one of the most practical, and attractive plans ever created.

Page 3

TI.IF IS A FACSIMILE OF A PAGE TAKEN FROM OUR I924 PLAN BOOK WHICH WE FURNISH IN ANY QUANTITIES DE. SIRED TO OUR SERVICE SUBSCRIBERS WITH THEIR NAME ON BOTH FRONT AND BACK COVER AT PRICES WHICH MAKE THEM THE MOST INEXPENSIVE CREATIVE AND PRODUCTIVE ADVERTISING YOU CAN DO.

WRITE US FOR SAMPLES AND PRICES.

(Continued from Page 27) fered a real service to the retail lumberman, and if more dealers were participating that it rvould make a still greater reduction in their insurance rates.

Frank Kendall, Potlach Lumber Co., Spokane, chairman of the committee on the 1925 Institute reported that the committee had decided on Seattle. He stated that they had received wires from the Seattle Chamber of Commerc, Mayor Brown, Seattle Lumbermen's Club,.Pacific Shippers' Association, West Coast Lumbermens' Association, and many other organizations, lumber concerns and citizens , urging that Seattle be designated as the meeting place of the 1925 Institute. Portland also made a strong-bid for the 1925 conventioh and manv wires were received from their various organizations, business men, and citizens.

Robt. Anderson, Anderson & Sons, I.ogan, IJtah, chairman of the Nominating Committee reported the following nominations: C. H. Crawford, Walla Walla, Washington, President; H. A. Templeton, Great Falls, Montaha, VicePresident; David Woodhead, Los Angeles, California; Frank Kendall, Spokane, Washington, and Roy Cross, Salt Lake City4 tltah, Directors. The report of the Nominating Committee was unanimously approved by the Convention. A, L. Porter, Spokane, Washington, was re-elected Secretary-Treasurer by the Directors of the Association.

President O. A. Spear in his closing remarks stated that it was a gfeat pleasure for him to be present at the 1924 Institute and said that he appreciated the support that the members of the Association had given him during his term of office. He then introduced C. H. Crawford. the new president, to the convention. Mr. Crawford said that he felt a little timid in trying to follow in the foot-steps of Mr. Spear but r,r'ould do his best to fulfill the duties of the office. He urged that the members sell the association to non-members in their territory and all should strive to in- crease the'membership at least 100 per cent. He said thbtr it was very fitting that the convention next year should be held in Seattle'as it was the center of the lumber producing territory and that he looked for a very large attendahce at the 1925-Institute.

Chairman B. J. Boorman of the Resolutions Committee, read the following resolutions which were approved by the Conventioh.

1. Resolved: That we convey to the U. S. Department of Commerce our warm commendation of its service in realizing the standardization of lumber sizes pledging our support in making the program €fiective since its results 'rvill equally benefit manufacturer, lumber dealer, and the consuming public.

2. Resolved: That for further ecohomy and conservation of forest products 1ve urge the utilization of lengths shorters than 8 feet. That in our opinion such shorter lengths shorild be marketed under separate contract and at a reduced price. Such action will eliminate mill-waste and increase the purchasing power of the consuming public.

3. Resolved: That in the interest of better construction and more enduring houses we urge all retailers to encourage the use of a better grade of shingles to make roofcost an actual investment. 'In this connection we urge closer relations between manufacturer and dealer to secure an intelligent national advertising campaign which shall realize common of superior grade of shingles, so promoting the manufacture and sale of better roofs.

4. Resolved. In order to meet the depletion of our prim-

(Continued on Fage 31)

Your inquiries and orders will receive prompt attention from the