Hardwood Interiors

A most casual surveY of the present and future possibilities of increased hardwood sales always reveals' more or less serious loss of market to "substitute" materials.

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Taken in the aggregate, this loss has certainly been a serious one but it can be combated and certain ground regained.

The lumber industry as one of the oldest and most basic of any in our land has-not been awake'to the modern methods of merchandising used by other industries during the Dast several years. The uety fact that it is an industry of such large pioportions, so widespread, so competitive, and so unot!.tti"ed as a merchandising group, .has.brought about th-e condition which we now face. It has been the belief of almost the entire lumber business that everyone knew all about all kinds of lumber and that if he wanted any he would buy it. They have rvaited for demand to show itself and then have battled viciously among themselves for the carcass. Very little has been done in the past to create demand for lumber. Very little e.ducation is to the variety, utility and economy o{ lumber has been olaced before the Public.

' On the other hand a large list of commodities and materials has been continually cultivating public approval in a very intensive campaign.- Many of these -matiri"als are rePres6nted by associitions desi-gned to exploit the market in a most efficient manner. Chief among these materials might be mentioned steel and other metals, plaster, stucco, tile", linoleum, comPosition floors and roofing rnaterials' Ste;l is today a serious competitor of the lumber industry in such itemi as sash, doors, interior trim, house framing, furniture, and even golf club shafts.

It is true that ceriain materials enjoy an advantage over wood under present building codes, but part, -at least, of this has been gained by lobbying which could have been prevented by m-ore alertness on the part of lumber interests.

Another share has been lost to the increasing demand for more and improved types of building fixtures, bFt the fact still remains that attractive advertising and the American custom of trying anything once has cost our industry more than we can well afford to lose.

A noble attempt to combat this condition is norv in progress under the auspices of the National Lumber Manufacturers' Association. Publicity of educational matter is appearing in many national publications. Personal representatives are stationed in all large cities to aid architects in writing specifications, to defend lumber interests against unjust legislation, to advise on termite control, and to assist in any other way possible. Pamphlets are being distributed regarding wood floors, frame houses and other subjects of interest and value to the users of lumber. In addition much work is being done by the various hardwood manufacturers' associations. Oak, Walnut, Gum, Birch and other woods all have their literature available to the public and expert advice for the trade.

With all this assistance from the various associations which have lately sprung to actioi'r, there still remains much to be done by everyone in the industry to place its products and advantages before the public in a manner comparable to what has been accomplished for competitive merchandise.

Certain of the new materials which have encroached on the market formerly occupied by lumber products alone will enjoy a brief popularity due to novelty but if their further progress is debated by proper education and publicity on behalf of the lumber product it can be halted. Lumber has many advantages over most of its competitors and if properly defended can hold its own.

The one particular phase of this shrinking market which has attracted our attention in Los Angeles is the tendency to use very little if any hardwood interior finish in residence buildings. The elimination of rvood finis-h can probably be attributed largely to the popularity of the Splnish type house. The contractor welcomed the innovation as a reduction in labor cost, if not in material cost, of the finished job. The plaster and stucco people have done their utmost to keep the ball rolling. A certain amount of the public's acceptance of this work has been due to its novelty and faddish desire for the simple lines of the art modern.

That this movement arvay from wood finish has been carried to extremes, is not dififrcult to prove. There are several jobs we have noted rvhere practiially the only exposed woodwork, aside from the floors, u'as ceiling beams of common Fir or Redwood. One contractor hal gone so far as to-us-e a piece of 1x4 O.P. flooring set on edge, tongue to the sub-floor, nailed to the studding, as a base. The pi-aster was dressed down flush with this fiooring, using the g'roove as a key; -no base shoe, no casing, no piiture moulding, in the entire house.

The thin edge of novelty in this r,vork has b-egun to wear down, however, and the reaction has startedl The uninteresting sameness of interiors so finished is apparent to anyone making an inspection of these houses. - The chill and formal effect of all plaster certainly does nbt produce the cheery and friendly atmosphere desiied in a horne. Even the lavish use of furniture, rugs and draperies still leaves thc. room lacking that atmosphere of dignity and charm which hardwood trim or paneling can easily iupply.

Wood, as the universal building material throughout the ages, has had more of a backgrou-nd of friendly aisociation than any other material. For the architect's use and inspira- tion it has preserved more of the beauty of detail and^ line of the masterpieces of ancient craftsmin than any other medium. _Tgd"y the beauty of texture and figure in wood, its adaptability to detail rvork and the varietv- of finishes ii offers makes it the architects' best medium oi expression.

There is in the public mind a great amount of friendly appreciation for fine woods. The long association of wood as a dependable and artistic material of the utmost utilitv has earned it a large share of good will.

With these facts in mind, I believe that now is a verv opportune time to create and cultivate a revival of intereJt in hardwood interior finish and paneling. The real desire and demand already exists, but it need=s to be awakened and. quickengd by proper education and publicity. In line with these ideas we have prepared samples and exhibits of hardwood trim and paneling, hnished in-difitjrent styles and shades to show the- possibilities of our products. Althougtr we have attempted to make our collection quite complele we have-been_especially interested in developing attraitive results from low grade hardwoods in order t-o keep the cost within reach of the average builder. Some of the woods P.ejt adapted to this work ari Needle Wormy philippine, Wormy Chestnut, Wormy Oak, Common fualnut.'and Sqolty White Pine. The results, especially in the antique finishes, are very attractive and'have creited widespread interest. .The pre.sent popularity of period furniture and lo.me destgn rs hetprng to create a demand for paneling of thrs nature,

Our confidence in the general appreciation of this work has been considerably strengthenid during the past two years by-observing- several ipartment buildings and'resi_ dences lvhere paneling has been used in livins 6om. dinine room, library or den. The popularity of the"hardwood finl rsh was universal. The buildings rented or sold easily and at a profit ryhigtr made the slighi additional cost of the pan_ eling a profitable investment.

We feel certain that. a more g'eneral public understand_ ing of the costs and advantages-of hardwood interior trim and paneling would result in ln early recovery of a market which has been suffering for some time. This understand_ ing_ can come only through co-operation of the dealers wiih architects, owners and builders- in an intelligent and heip_ ful program of education and publicity.

OAK FLOORING like this shows its real yalue

Generations from no* a *Perfection" Brand Oak flmr will still rc' tain its beauty. You can depad upon "Psfectio." In modcm plants operated by sLillcd lumbcm, only the finest oak is selected. Afta proper seasoning anrl kilndrying, it is pofatly milled and matcbed o that it lays srmoth and stays smmtb. It is graded anil handled so €rcfully that upo anival anywhere it is always in perfct condition. kading lumber dealers gladly feature this nationally advertised brand.

There's a gize and graile lo eaer! strfrctere, w 6 oklWrite today f u f*ll partic*lars.

Arkansas ()ak Flooring Co. Pine Bluff, Ark.

tr€RF€G]NI9NI'

Bt"od Oak Flocing LUMBED?

"Perfection" Brand Oak. F'lmring, Blocks and Planks may bc obtaiaed chemically treated by tbc lCEl-I-izing prrc€ss.

SUGENE.ORE:

General Saler Office: Failing Bldg., Portlaod Ore-