As@t ROOFING

rTHE LOS ANGELES PAPER MANUFACTURING CO.

| -the oldest and one of the largest paper concerns in Southern Calirfornia announces a new and complete line of Asphalt Roofing Products-

"€l-\ey-Kt"g "f all \oofings!"

The guarantee of superior q,rality expressed by that name is one which the Los Angeles Paper Man-ufacturing Co. is more than qufified to fulfill. For over a quarter of a century we have been establshed in the roofing industry-as manufacturers of felt, the basic material for all asphalt roofings. And we have developed a grade of felt recognized to be unsurpassed.

With this splendid foundation, we have extended our activities to include the manufacture of finished roofing products. We have erected a large roofing plant, one of the 6nest equipped in the country, with a capacity of SOOO rolls everJ 24 hours. It enables us to producc every standard type of asphalt roofing. Carrying through each step in the production, from raw material to finished product ourselves, we guarintee for El-Rey Asphalt Rooffng the highest quality obtainable,

With that guaranqee of quality goes a guarantee of service. We have made a specid study of the needs of Architects, Contractors, Hardware, Lumter and Building Material Dealers, as well as of the building public. And we have de' veloped a co.operation and a service which meet these requirements. in every particular.

(Continued from Page 16) cent showing of hands. The man who has been up against competition of that kind,when you have figured on No. 1 Commoll,or vertical grain floorlng, and find that you have lost the bill because grades have been substituted and the price has been cut,.+nd in many, many cases a man who has paid the bill does not get the benefit of the proportionate reductioncompared with the proportionate reduction in the grade. As you stop and think over the lumber business you w'll realize that this is a peculiar feature in the lumber business, and that, so far as I know,-it does not apply to any other line of rctail merchandizing. If you go into a drug store or drygoods store you will find bolts of cloth of various k:nds, and if you understand the dry- goods business you can determine from the brand and the mark on that bolt of cloth. what that material is. You go into a hardware store you will find the garden hose branded and also the various kinds of tools and instruments for sale. If you go into a shoe store and ask for a pair of llannan's shoes, the clerk cannot sell you Hannan's shoes unless they have a Hannan brand on them. On the other hand, if you go into a lumber yard, you walk down and iee piles of fo6ring and ceil'ng and framework lumber, and about all you see in each instance is thc mark of distinction as to the length and how the lumberman or his salesmen have determined what the quality is. You cannot tell from the brand on that lumber what its quality may be.

In our yard we have adopted a plan of marking every pile of lumber ind'cating on the upright posts standing beside the pocket, -witlt an atrolr pointing to the right,-"two by four by sixteen, No 1. Common." Howwer, after that two by four leaves our yard there is nothing on it by which the con- sumer tnay know that is was Common,- of Select Comrnon-No. 2, or other gtade. By our grad€ certificate plan, we propose to furnish to the consumer a good cert'ficate telling hirn in plain language what that lumber is. and when the dealer finds this certificate, authorized by the State Association, that certificate will be on printed forms, with the state monogram on the forms, and it will go along with the lumber. In every case where it is advisable to send it, it will go glong with the lumber itself. I mean by that, -if you are dealing with a regular contractor,-unless he needed this to support his contention of h's price in competing on a job,-and wants to prove that he is right, although he may be a little higher,-if a man wants to support his position with the consumer he can produce this grade certificate signed by the comprny where he buys his lumber, and does his mill work. IIe can tell the consumer, "I am giv'ng you perfectly first class lumber, according to the specifications as it appears on this grade certificate." Now. that lumber does not have to be marked on each piece, but as I am frank to admit, I am strongly in favor of grade marking. Grade marki4g will help the dealer. Grade mark'ng will help the contractor, and it will be conv'ncing to the consumer. Just let me cite an instance here: Do you remember some years ago a certain hat manufacturer put out a certain hat that we used to pay five dollars for, and it was a good, standard hat, and was not sold at any time by anybody for less than five dol- lars. I was ofrered, by a certain hat store, a hat by a salesman who claimed that it was made by the same concern for three dollars and fifty cents. He said, "The reason why we can sell you that hat for three dollars and fifty.cents is because the hat is not advertised and it does not have the manrfacturer's namq on it and we can sell r't for less money," and I straightway invested'three dollars and fifty cents for the hat and I was cndeavoring to savc forty or forgl-five per cent on the investment. I{owever, I found that I got just three dollars and fifty ccnts worth of hat, and no more.' I was cheated. Since then, I have been careful to see to it that thc certificate of the manufacturer. of shoes and hats and so forth was on the article which I purchased. If that manufacturer had pride enough and conviction enough that his article was worthy to put h's name upon, then I, too, felt that the shoe or any other article or merchandise along that same line, with the manufacturer's name on it, it was worth more.

There will be a lotof discussion about grade marking and the speaker tomorrow morning will go into that subject so that I am only ment'oning the matter of grade marking in connection wlth the few remarks I have made. I want you to distinguish the difrerence between the dealer selling grade marked material and ttle dealer selling materials supported by a grade certificate. Do you get the distinction?

For instance, we will assume that I am using lumber which is not gtade marked, and f am a subscriber to the system of selling certified mater'als. I do not assume that this is not a product of the individrral sticks of lumber here which are marked. That is not absolutely essent:al, but in California where we have worked up this plan, we feel it will support our advertising and it will support us in our competitive points and it will enable us to sell standard lumber at a better advantage to the dealer and at a fairer basis to the consumer by advertising the fact that we sell certified materials. We propose to say to our contractors, and they probably buy,-at least in the locality wherc I am interested,-something likc sevengr pei cent of all material we sell,-+nd we propose to

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