What the \(/orld Expects From the Mod ern Building Merchant

The rapid advance of the scieuce of merchandising during the past several years, has taught the lvorld to expect a great deal more of ALL merchants than they dreamed of doing of ANY merchant just a very short decade ago.

The rvorld has come to look upon retailers of various commodities as specialists in their particular line, *'ho anticipate the needs of the trade, arrange to supply them to the complete satisfaction of the purchasers, and rvho are endeavoring to CREATE demand at all times by intelligently displaying and advertising to their trade the things they have to offer.

It goes rvithout saying that the quality and attractiveness of displaying ancl selling has mttch to do u'ith the volume of the sales.

Isn't it a fact that thc public at large knott's without hesitation just exactly how the merchants of their town rank with regard to stocks, service, equipment, and place of business ? Isn't the regard of the purchasers of each torvn firmly placed rvhere merchandising satisfaction has placed it?

The merchants in other lines of business have taught the public that there are rttles of modern business w'hich apply alike to them all; that what is sauce for the goose is sattce for the gander-and vice versa.

Therefore the public understands that it has a right to expect of a merchant seeking its favor the follorving four fundamental obligations :

First-To secure and arrange an attractive place of business, that will properly dignify the goods he sells, and provide a welcome for the bttsiness visitor.

Seconcl-To anticipate and direct the desires and necessities of the public in the stocking of the establishment.

Third-To properll' exploit and advertise those things he has to ofier the public so that those whose trade he is interested in securing will have brought frequently and pleasingly before their eyes and their mincls the OPPORTUNITIES HE OFFERS THEM.

Fourth-To render such complete, thorottgl-r, and intelligent service in the displaying, selling and delivering of the goods as to improve the impression that has already beerl created by an attractive place of business, a satisfying stock and pleasing publicity.

THOSE are the four original ancl fundarnental principles which the public should and DOES expect of the modern mercirant who seeks its favor.

When in its infancy-its swaddling clothes-The California Lumber Merchant raised its voice against the old order of retail lumber tnerchandising. Wonderful changes have taken place since that time. Thousands of lumber dealers have turned right-about-face since that time and are enthusiastic followers of the art of merchandising and of serving the public.

IJnfortunately, the majority still swim with at least one foot on bottom in the stream o{ merchanclising, and a tremendous number have never even tried the water to see if it was warm.

But the best of thern have just about reached the state of rnind that ALL of thern must come to before the home building business will really come into its own'

The consumer is King. The quality of the service of the lumber merchant must be measured from the standpoint of the CONSUMER. and not of the lumber merchant himself.

A thorough inventory of the NEEDS of his district. coupled rvith an enthusiastic efiort to properly and satisfactorily SUPPLY those needs, if done by the retail iumberman in EVERY district at this time, u'ill mean mttch to the final importance of 1939 as a BUILDING YEAR.

Laminex Goes to the Fair

The l{u-Wcy Crill., sbom at righi, hcq bocone one ol lhe nosl, il lol THE nosl pot ulcr grille o! ths mqrL€t todcy. Its becuty ctiracts iEnodiats dttdtion cnd ils servicecbility and ecse ol iaslcllctioa will cquao your cualoEora to buy iastcntly. Nu-Wcy Grilte is also funished in knocL-dowu stocL couieting ol horizontql rodg, onqmertcl uprigbte, eud ccps od loc} sleeves. for use o! scrooB doors with odd size opeaiags cad clso lor acrrow double screen doors, etc, We qlso lurnisb Nu-Wcy Push Bars which qre clso cttractivo, senicecble qud Eost ecouomiccl. We clso Iurnisb c wide vcriely ol other grilles cnd pueh bcrs. Deqlers who do nol hcve our cctclog crld prico list qre iovited lo write us lor scns. MocktcnburgDunccn Coupcay euolity Prodrrtg bave spocicl drd exclwive leqlureg wbich nct<e them popular ald prolilable. Mccklonburg-Durccl Compmy, Oklchonc City, Ollc.

Laminex plywood was tlsed interior walls of the Christian Building on Treasure Island. on the outside of the building Osgood hot-press process and for both the exterior and Business Men's Committee

The all-weather plywood was rxade by the Wheeler is weather-resistant.

Owing to the smooth hard surface of this Douglas Fir plywood it was necessary to apply only a single coat of paint.

Professor R. C. Bryant

Ralph Clement Bryant, 62, professor of forestry and lumbering at the Yale School of Forestry for over thirtytwo years, died of pneumonia at the New Haven Hospital, New Haven, Conn., on February 1, after an illness of ten days.

A native of Princeton, Ill., and a grand-nephew of the poet, William Cullen Bryant, he was the first graduate of the College of Forestry at Cornell University in 1900. In 1907 the lumber manufacturers of the country joined in giving an endowment fund to the Yale School of Forestry for educational work in applied forestry and lumbering. and Prof. Bryant was chosen to filI the chair. He was the author of two text books on ihe industry, "Logging" ancl "Lumbering," and a former president of the Society of American Foresters.

Prof. Bryant is survived by his widorv, a daughter and a son.

il U - UIAI gil'i",#, 1l*iTJ'''."1.,nT1

novrblo or adluttablo. Furnhhcd with 0lth6r I or l0 crllt. i! dltrerunt. ]t har cvsrvthln! -boauty, roruioo, lrico, tinllicity of inatillation. Ornamontrl uprighl! m. rhta- Ftrhhhed uoriqhtr. Heisht 24-ln. Alto in 36'in. hbisht. Elack i-niiiet or A;tlquo Blonzo inith. ilu-wsv grlllc mav u.-rIr r^.dtrItr rnv rorn.n door. Aho turnlthod In bc rollt to cqulp any rcrecn door. Aho knooiod-down dook. ]{u.Wav lt a fart r€ll oot. ttu-Wav lt fa.t r€ll.r. Prolltrbl.. EASIER TO APPLY ssGoods of the Woods"

1{[-Way grillr turnishod conpletolv aatomblod, includin0 rcmwt and illu.tratcd Inrtrrctlont, mady for anyonc lo Instrll in l0 mlnut6' End crp utcd a! thown at lofi whon inltalling on inrido cdco ot tcreon door rtll€. At rlsht, wh6n rttach.d againrt tcrorn on outrldc of d@r.

WRITE TOI'AY Wa also turnl.h llu-way DUah ban, and grills ol nany othal typu. Wrlto tor ortalo0 rnd Drioo.. DEPT, N MACIGATBURG.DUlICAII co.

for Quality and Service

Complete Stocks

Los Angeles and Oakland

Yord Stock-Oil Rig Mcteriol

Insulqtion Boords-Wallbocnds

Presdwood-Plywood

Direct Shipments by Rcil or Wqter

Creosoted and Wolmanized Lumber and Timbers

Life In The Trailer

A couple can be happy on next to nothing, living in a trailer these days. They tell about the trailer wife who borrowed a cup of sugar in Maing a cup of flour in New Hampshire, milked a cow in Vermont, and baked a cake in Massachusetts. Her husband ate the cake in New York, got indigestion in Pennsylvania, and took bicarbonate of soda in Ohio.

***

TAKE IT EASY-YOU'LL LAST LONGER

A man learning to fy invariably holds the "stick" too tightly. He may even "freeze" onto the controls, and cause a crash. He is tense, nervous, fearful. The instructor's task is to teach the student the "light touch," the light, relaxed, confident touch that marks the master airman.

Many business crashes have been caused by men who tried too hard-who "ftoze" onto the "sticks" of their business planes. A man who is personally acquainted with many of America's most successful executives says that practically all of them are "easy going" fellows, who do not fret, and worry, and fear. They have applied the "light touch" to their jobs. They do their tasks with quiet faith.

It is when we try too hard to hit the golf ball that we top it. ft is when we try too hard to make a strike that we have our wo'rst hits in bowling. When we forget ourselves, take our time and relax, we get the best results.

The worried, hurried, anxious man makes the most mistakes. He has less to show for his efforts in sport or business. Mastering the art of the "light touch" is one of the big secrets of achievement and happiness.-The Silver Lining. ***

I Mourn The Vanished Lovers

When vacant night discovers No joys beneath its moon, f mourn the vanished lovers, Who lost their youth too soon. fn valleys where they tarried, The pallid moon is sold, Fo,r most of them are married, .' And all of them are old. ***

Inclusive

"I shall miss you, dear," said the young wife as hubby started on a hunting trip; "and f trust all the other hunters will do the same."

HE WAS REALLY SURPRISED

Ed: "Did her father act surprised when you said you wanted to marry her?"

Ted: "Act surprised ! Why the gun nearly fell out of his hands." ***

Girl In Love

All the wonder of it lies In her voice, her shiny eyes.

Gay notes of a lilting song, Sing in her the whole day long.

And the world a strange bright blur, Holds but one face plain to her.

In the circle of his arrn, Is contentment, sleek and warm.

Like the final end of fight, Like a lamp lit in the night. *rf*

Dividing The Effort

Jones: "That new steno is from the country, and she doesn't know right from wrong. It's our duty to advise her.t'

Bones: "All right, let's do. You teach her what's right." ***

Get Accustomed

The world will nerrer adjust itself, To suit your whims to the letter; Some things must go wtong your whole life long, And the sooner you know it, the better. ***

IF PEOPLE WOULD-

-whistle more and while less-hustle more and holler less-work more and worry less-give more and grab less-business would be better darn fast. **,t

Contentment

"Is mah daughter Liza ma'ied happily? She sho is! If dey's a happy ma'ied 'oman any place, h'its mah daughter Liza. Yes mam. Her husband is so scairt of her, he doan know whut to do."

Compliment Salermen on 1938 Performance

At sales meetings held in St. Paul, Chicago, New York and Dallas, Wood Conversion Company salesmen recently were given a preview of coming activities on Balsam-Wool and Nu-Wood. At each meeting, sales for the past year were discussed and the men complimented on the excellent sales job they had done during 1938.

"Past performance, however," said P. A. Ward, general sales manag'er, "is only a prelude to the year to come. Every indication points to an excellent year ,for construction and remodeling. With the ground work which has been done during the past y.ears, as evidenced by sales, we have every reason to believe that the purchasers of insulation are a more intelligent buying public-a continuance of this educational work will result in an even greater appreciation of Balsam-Wool and Nu-Wood."

Product sessions were conducted by C. C. Heritage, manager of the Development Department. He showed how the moisture barrier on Balsam-Wool worked-demonstrating the importance of this protection to any insulation. He also discussed Nu-Wood Interior Finish colors and the method by which the proper shades were selected for KolorTrim Moldings. He stated that all the colors used on Kolor-Trim were scientifically selected on advice and counsel o{ the nation's foremost color authorities. The men were given a background in the practices followed in interior decoration so that they might better be able to recommend color combinations when using Kolor-Trim and NuWood Interior Finish to achieve proper color harmony.

E. W. Davis, general m.anag'er, related some of the high lights of the origin history and development of both BalsamWool and Nu-Wood.

The cumulative results of a consistent program of national advertising over the past years were shown to the salesmen. It was graphically demonstrated that consistency as well as good copy and proper selection of mediums paid huge profits in results. The men were given a preview of the national advertising to be done in 1939. E. T. Holmgren, sales promotion manag'er, presented the new advertising, sales promotional and display material.

At the St. Paul meeting, J. B. Egan, district manag'er, presided. The Chicago meeting was under the supervision of D, M. Pattie, assistant sales manager. In charge of the New York and Dallas meetings were H. G. Schmidt, district manager and J. M. Godley, sales supervisor.

- SELES}ED flRM TEXTURED

BATAAN ... TAMAO ... BAGAC

Philippine Mahoganf - Philippine flardwood

CADWALLADER.GIBSII}I C[l., INC.

Lros Angeles, Calif.

Termite, decay and fire regbtant- Clean, ododecc and paint. able. Approved by FHA and Lor Angeler Building Code. In Southern California, CZC lumber is ceatcd in our Long Beach plant. It ia alro avaitable from rtock in our Alameda, C,ali. fornia, yard.

Exclusive Sales Agcntr in California for WEST COAST \VOOD PRESERVING CO.