The California Lumber Merchant - April 1925

ROM TREE TO CONSUMER

You can now purchase Southern HardwoodsOak Flooring and Veneers direct from the producer in large or small quantities.

'We own and operate frve band mills, fooring mill, Veneer plant, and a battery of ten large dry kilns, all supplied direct from our own virgin forest.

THE CALIFORIIIA '.-rlg*l:sjl"'

How Lumber Looks

A quickening of building activitier in California's two largest citier, a general increase gince the first of March, with correcponding activity at other pointr throughout t'he rtate, make the wholesale lumber situation look sounder, from thie one angle, than for rome time.

Elsewhere in thie issue i! a report from the Bay district' showing e remarkable gain in building perrnits, in March over February, and lart minute reports state ttat the month of .April ir off to a good start, in San Francicco and Oak' Iand.

To the night of the 13th, the permits at Los Angelet have totalled nearly four million dollarq higher t[an the total on the same date l,art month, md predicting a month's total higher than for March.

Thir building ir largely of a clasr that requiree lumber, and is not a repetition of the condition that prevailed at thie time last year, large perrnitr for Clare tt,ltt buildingr uring but little of our productr.

There is a general good feeling tone evide'nced through' out the rtate, even better ttan two weekr ago when tonte of tte dealers were in a half pessimistic frame of mind, largely over weather conditionr. Since then the state hal had a drenching, and har been benfited millions of dollars w<xth, and it is a happy fact that burinees has picked up, etpecially on rail shipments.

The cargo market, with'eome few exceptions, ie firm in and around Los Angelee, wit[ very little atock being sold at firecale pricec. The docks are in fair shape, with stocks going out steadilY.

To the night of the 13th, San Pedro Harbor har reported carriers with 'a combined capacity of about forty'eight million feet. Jurt in line witrh the permits.

Northern buyerr still report a firrn attitude by the millc, ar regards pricee. Cutting orderr are difficult to place, and Gaf,go€o on tte dockr at the milla, are being held for the milh price.

A report from Portlandr. on the 13th, stated that a decided change had taken place in the lart fw dayr, with a much firmer market, mainly eccount the recent increare in orden for yard rtock from the eart and middle wert. The

curtail,ment program is holding rtrong. It ir ertimated at twenty-six million feet per week, which representr arr avGrage curtailment of twenty per cenL The millr are anticipating an increaaed Japaneee denrand which would alter the condition as regardr tte cargo market.

The last report from the Wect Coart Lumberrnen'r Arlociation showr a week'e production of lOlrOO0rO(X) feet and sales of 117 million

A telegram from San Francirco, the 13tt, dirclocee that the Fir demand is about the rame ar of two weekr ago, with a tendency by the mille to etrengtten the pricec. The Redwood demand ie active witb tte millc in curtailment about l$Vo.

The California Pine millr have curtailed slightly in their cut, end their demand rhowe a decided improvement.

Orders Reduction

The order of the California Railroad Commission in the Log Angeles Lumber Products Co.'s casc requires the Southern Pacific Company to publish, by June lSth, reduced rates on lumber from San Pedro to points from San Francisco to the Arizona linc inclusive. Below are given the points named in thc order, with thc new and present rates. Intermediatc points are to be adjusted in accordance with the new rates, distance considered.

This probably means 14c in Riverside-San Bernardino territory with present rates graded down through Beaumont, Banning, fndio, etc. From 16c at Gree,nspot to 29c at Niland. Whether or not the Colorado rate of 3ft will apply across the river to Yuma is in question.

The Interstate feature of the complaint which allegcd discrimination in favor of Westwood other Northcrn Ca.lifornia and Southcrn Oregon pointa was recommended dismissed by thc Intcrstatc Commerce Commission Examiner who sat in the casq

ADissertation on the Writing of Mean Letters

Bg Jacft Dionne

- -Orrt of all the habits that business men can contract, the worst is undoubtedly wife beating, and the second is unquestionably writing mean letters.

Both are indefensible, both are cowardly, and both are entirely without justification, or return on the investment.

A man writes thlt qeal letter, drops it in the mail box,-and it is gone ! He can never get it_back The little thing that caused him to write it soon disippears and is forgotten. _But the letter remains. And the bigger man you are supposi& to be, the littler that letter makes you appear.

The fellow on the receiving end of the line may not know the writer at all, may never have seen him, and mlri never see him. H-e must and will judge him, simply bi, the meanness of his letter. Ife can't know that this may be just ari uniortunite ttiUit oi the writer. He can't know that in his private life, and in-his personal habits, he is genial, kindly, friendly, possessing warmth of soul, and loving his fellow man.

All he can do is read the mean letter over, and wonder why God lets such crabs live on the lop gide of th-e earth; why He doesn't tip the sphere ohce in a while and rid the world of a few pests ?

Most of us know such men. And the only feeling we can get from coritemplation ofsuch a habit, is one of sadness that an othLrwise iise man riay belittle hims6ff and affront another man, for want of an injection of the milk of human kindness into his letter writing.

The man who is thoroughly worth while,iT- this world, is the one who never willingly and knowingly steps on the corns of another fellow, either by word or act. God and m-air both despise a grouch,. whether- he is grouchy in his letters, or in his personal life. The man whose ambition is to make a good and kindly impression on those with whom he comes in contact-to make them feel better and biightdr because they have talked with him or read a letter from him-is worth a dozen smirter men who let their tempers creep into their personal contacts.

There isn't the shadow of an excuse for writing mean letters" No situation that arises justifies them. Edmund Burke said_of B,enjamin Franklin: "Everything is,play to him," And that is the chief reason that Franklints memory is loved.

Iugene Field's letters were written sunshine, no matter how sick, ,or how hatassed, or in how much trouble he was, and the world that knew him, loved him for it.

{ h_1ve it Ty p..ossession a letter from Peter B. Kyne concerning a mutual friend, in y$"ft Kyne said: "He has known sorrow, and ingratitude, and trdachery, and broiren faith, altd unrequited,love, and a long Gethseman6 of pain, yet he has nlver been em- bittere4 nor ever spolien ill to any one, or of any one." Bei that man never wrote a mean letter. And isn't that a lovely thing to have said of you?

Writing mean letters is much woise than saying mean things vocally. The words may be forgotten. The letter remains.

And remember this: there isn't a man, woman, or child in this world, regardless of who or where they are, whose ill will or whose bad opinion any of us can ifoia to have.

Never write an ungenerous thing to any man on any subject. It is just a plain blunder, every time.

Renewing A Pledge VIII Centuries Old

The story of the Insignia adopted by the Millwork Institute of California has a wealth of historical background which is rarely iound in present day emblems or seals used in connection with modern business. This fact not only lends it considerably more value than any modern device which could be fabricated, but also gives to the members of the Institute a foundation of tradition and ideals upon which confidence and good will of the Institute can be based.

It is a heritage which has been handed down through the agesone that has been accepted in no light vein-and one that will be cherished and continued so long as the Institute shall exist.

An explanation of the various parts of the insignia will serve to show the significance of each contributing device, and will serve also tb establish clearly the meaning of the whole and the value it will assume.

The central shield portrays on a field of Golden Orange the black devices of a lateral adze and a square. Some 800 years ago in the town of Bruges in Flanders these were used as the designation of the Guild of Charpentier, a society composed of the woodworkers of the town, for mutual benefit and the promotion of skill in woodworking.

Now in studying over the period of the world when the Guilds flourished, it is found that these societies were formed in every part of Europe and that they were composed of the most skilled craftsmen of the times. Strict requirements for admission were imposed and years of preparation were necessary before the apprentice could apply for admission.

Strange as it may seem, the foremost artists were members of the Guilds and to be a member was regarded as a signal honor-

one -to be sought consistently and once attained to be respected by the member as much as the layman. Bv this is meant the member was obliged at all times to maintain fhe high character of his work in order to remain a member of the Guild. (In the Guild of Masters of Wood and Stone in Florence, Italy, 'such names ai Leonardo de Vinci and Benvenuto Cellini-artiiis whose masterpieces are among the world's finest-appear as members.)

In France and Flanders during this peiiod the art of wood carving was .very highly. developed-the foremost wood carvers beine classil fied as..Cha-rpentiers (literally Carpenters), and being memlbers of the Uulld ot that name.

The signs adopted by the Guilds to designate their societies and to identify their work, therefore, were considered by them as a p_ledge to everyone that work-no matter of what nature-bearing the sign of the Guild was the highest quality that could be had.

With the adoption of the ancient Guild sign of the Charpentier of Bruges, the Millwork Institute of California assumes that pledge of quality, accepts the heritage of the Guild with its traditions of skill and honor and carries on that pledge for the builders of today.

Below the shield on a ribbon of Blue appears the one Latin word "Perite." The literal meaning of this is "Skillfully," but the root frop which the word is derived has. the more speiific meaning of "Skill through accurate knowledge and experience." This single word gives in as brief form as possible the attributes of the work produced by the members of the Millwork Institute of California.

The shield and the ribbon bearing the inscription are mounted on a panel showing the grain of wood and absolutely identifying to the mind of those who do not at first grasp the significance of the adze and square, that the Seal applies to wood.

The inscription surrounding this Seal consists merely of the name "Millwork Institute of California" and the product which it features, "Architectural Woodwork.

The name applied to the product of the members of the Millwork Institute of California-Architectural Woodwork-is the final statement of quality. It conveys to the average mind the idea of a skill and exactness not to be found in the ordinary woodwork or carper-rtering. The word architectural was chosen to impart this meaning to the lay mind. It suggests immediately something substantial which has been created through study and according to definite knowledge on the subject.

The colors selected for the Seal are Blue and Golden-Orange. Even.these have their significance. The Blue means sincerity or faithfulness-the Golden-Orange, courage. The fact that these are the colors of the State of California adds yet another significance to them.

And so we come to the Seal as a whole: A Golden-Orange shield q'ith the insignia of the Guild of Charpentier-the lateral adze, a tool used by skilled workers; the square to designate accuracy. Below it on a Blue ribbon, denoting sincerity, the Motto "PeriteSkillfully, with a skill gained through accurate knowledge and experience." As a background the grained wood panel forming the direct association with the material used bv the members of the Millu'ork Institute of California. Surrounding all the name "Milln'ork Institute of California," and the product which shall mean to t''e public the highest ouality obtainable-"Architectural Woodwork." 'l'hus comes into being the renewed pledge eight centures old to tell to the public pictorially the story of the Millwork Institute of Catifornia-An Educationaf Oreanization of Independent and Compeling Operators. Devoted to Elevating the Status of the Industry, en'l Pledged to Deliver to the Consumer the Highest Quality of Product at the Most Economical Cost.

Texas Leads as California Door Consumer

According to Mr. C. Storvell Smith. secretary of the Cali- r.rnia Sugar & White Pine Manufacturers Association, Texas q'as the larqest consumer of California pine doors in tl'e year 1924. Texas 'ivas likewise the leading state in this regard during 1923.

According to Mr. Smith's figures, California ranked se'cond to Texas as a consumer of her own doors, with Oklahoma coming third.

State Forester Recommends Redwood to Poultrymen

Merritt B. Pratt, State Forester for California, (formerly with the University of California Forest School), has the following to say of Redwood in, "The Use of Lumber on California Farms," ptblished by the University of California as Bulletin No. 299:

Strong-P,n'"51e-StaYr Put

Mernber Mills:

Albton Lumber Company

Caspar Lumber Cornpany

Dolbeer & Carson Lumber Co.

Glen Blalr Redwood Co.

Hammond Lumber Company

J. R. Hanify Company

Ilobbs, Wall & Company

Holmes Eureka Lumber Co.

Llttle River Redwood Co.

Mendocino Lumber Co.

Northwestern Redwood Co.

Redwood Manufacturers Co.

The Paciftc Lumber Co.

Union Lumber Company

"Redwood is light, but relative to its weight it is one of the strongest woods known. The wood is sufficiently strong for general house-construction purposes, and in addition, is light and durable.

These properties, as well as its ability to keep its shape, make Redwood especially valuable to poultrymen, since it is essential that the joints in incubators and other poultry yard appliances resist rot and keep tight in all kinds of weather."

Septic Tank Conshuction

Circul,ar No. 2 70, University of California, entitled "A Farm Septic Tank," says of Redwood, "The baffe boards, preferably of Redwood, which lads indefinitely, should be thoroughly water soaked, and the ends trimmed so that they fit loosely into the slots in the tank walls."

When you sell your farm trade Redwood you are following the advice of recognized authorities and you ensure steady profits by meanE of repeat ordere from satisfied customers.

gt:,

MY FAVORITE STORIES

By lack Dionne

Two Little Known Stories of Lincoln

Here are two'sweet stories of Abraham Lincoln that have seldom been told.

A delegation of folks from Illinois, good country people, called on Honest Abe at the White House, and the spokesman said:

"\ille want you to know that down our uray we believe in Almighty God and Abraham Lincoln."

"My friends," said the grave Lincoln, "I am sure you are at least half right."

*rl.*

Secretary Stanton, the man who uttered those famous words when Lincoln died-"Now he belongs to the ages"

ras a strong-minded person himself, and through the

dark days of the Civil War he often disagreed most vioIently with the opinions of Lincoln.

One day Lincoln sent an aide to Stanton with a cpmmunication, and the aide returning, said to Lincoln: "Mr. President, I wouldn't permit any m:rn to talk about me the way Mr. Stanton talks about you."

"Did Stanton criticize me?" asked Lincoln.

"He did, most severely," said the indignant aide.

"And what did Stanton say?" asked the President.

"fle said, 'Lincoln is a damned fool for signing this paper,"' replied the aide.

"Well," said Lincoln with great humility, "If Stanton said that, I must be one, for Stanton is usually right."

\ME WOULD BE SELLING THOSE SHINGLES a&a

BUT WE DON'T!

NEW YARD AT DOWNEY

Mr. B. Fallon has opened a new yard at Downey. Mr. Fallon until recently, was cashier ai the Los Niei6s Vai_ lev Bank.

LUMBER DEALERS HOLD MEETING AT ATHLETIC CLUB

From the Alhambra "Advocate,', March 26th

San Diego Hoo Hoo to Dine and Dance

The San Diego Hoo Hoo members are planning a Hard_ Time Party and dance, on the night bf Siiurday, April lgth, at the La Mesa Club House,,San Diego.

Snark Joe Restine, with his trusty Committeeman, Art Jensen, have stated that this afiair will be the event of the season, and that it is the starter for a number of parties that their district will hold, during the year.

sixty dealers taking part in the affair.

.P19of of the good friendship existing between lumbermen ot Alhambra and neighboring cities was indicated in a bie luhambra and neighboring bis b.anquet last -night al the A.'lhambra Athletic club, abou? sixty dealers in lumber takinr" narf in fhe affeir

Although unorganized, thJlumbermen of Alhambra and vlcrnlty, otten meet in Alhambra, eating and general chats l,.ilg th,e diversions, no after-dinner sp"eeches-bei"t " p;;i of $he program.

.,'fThry jus!.9o.me here becausg lh.y find plenty of good th/ngs to eat," it was explained in ieferenie to-the Lrse ryFmb.er o.f .outsiders.who attend the local banquet. Othir

pasts will be held from time to time, it was siid.

JOHN W. FISHER BUYS ALLEY BROS. YARDS

Vt_Joh" W. Fisher has pnrchased the interests of F. R. and H._ J. Alley, in the Alley Brothers Lumber Company. Santa Monica, and since A1>ril lst has been in compleie charge of this institution.

Mr. Fisher announces that the name of the company rvill remain the same.

The announcements state that they will have Good Eats-Good Music-Dancing-Card Ga'mes-prizes for the fnnniest 665f116s-4nd a mfihty go;-ti*".

ANNOUNCEMENT

"W. W. Wilkinson wishes to annouirce to the pine trade that the L. B, Menefee Lumber Company are now running their California White pine mill in the Klamath Falls district. They have put in dry kilns and are in a position this year to. give prompt ship_ ment on our famous Modoc California White pine dry stock. This is the well known Modoc stock which the trade insists on, on account of the soft texture of the wood."

There's the story in primer language. No more needless duplicati eight standaidized roofings that meet exactly every requirement.

Mr. Hoover has b._.! preaching elimination of waste. Weaver did-it. It means more money for you.

Weaver Roof CompanyManufacturcn

Sylvcrtcr L.'\f,feavcr

Tcl. BRoadway 07t{ - 21'o E. tth St. Lor Angclcr

Word "Advertise" Means "Knock" ,''.

lThe other day there came to the editorial desk of "The California Lumber Merchant" an attractive looking booklet ivhich bore the name of the Brick Manufacturers Association, of Los Angeles. It was supposed to heve been prepared as aR'advertisement of brick, and brick structures.

After glancing through it casually for a few minutes, we deCided to go thfough carbfully, because it was 'evident' therq were'things missing in the book.

rBut careful search failed to discover therir within or on ttlei bovers.

i,t,\. n..t thing that was missing, and should by all meens have been there prominently featured as the slogan t.frgi,ot th,e Association-judgirrg irorn the contents of."the bp'g,k+-was that good old lyric entitled "Bdng! Bang! Bahg! Goes the Hammer.on the Anvil!'l Brrt it wasn't there. It should have been. It was poor taste to leave it oiiti,,. It would be so entirely fitting. May we suggest to tlldiSrick Manufacturers Association that the next:time -.ir::,. ttltf print an edition of that booklet, they put that song on tlib,.ffontcover.

i:Ehe next thing that was missing was.' a rfundamental of all-eood advertising, which o{ginal add universally accgp-Sqd thought among all good advertising men, and with l'i.:j

REDWOOD

Crrccn Clcan and Commonr

all good advertising, is that the most wretched taste in advertising is to knock the other fellow. We will l,eave it to any advertising expert ot organization in the country, and see if they don't agree that the man who knocks the other'fellow in his advertising has missed the first thbught in intelligent, modern publicity.

The composer of the Brick Maniifictureis booklet must have had his advertising pencil in one hand, and a large headed hammer in the other.

Those were two needed elements that were missing in the book, and which diligent search entirely failed to locate.

Becadse throughout the book there were continual knocks'for wood, and particularly for Redwood. Of course, a large majority of the lumber used in Los Angeles for general building puiposes is Fir that comes from 'Washington and Oregon, but it was Redwood that the .Brick advertising men were after. Why ?

Because it furnished such an excellent subterfug4 i The bfck flag-waver shouted "Spve the Redwoods" on :page after page.of the book. It was inspiring, the way that man got ilb and pleaded for the poor Redwood trees. .It was grand tduching; and.refined. Naught cared he for the sale

San Fnncirco !lo. CrSf. Rcpracotdivc

iTwohy Lumber Co.

,,, 22 | Kerckhofi Bldg.

Loa Angelcr, BDwv. 0843

,, : CARGO-Fil Rcdrood, Su3er Pirc--RAtL

, : We can alwayr $pply Fir Columnc and

Drain Boarde from etock '

Excluaive Southern California Agcntr

of bricks ! No such narrow thought intruded itself into his devoted think-tank. Perish the thought!

What that book was issued to accomplish, was to save the Redwoods. The "majestic and stately grandeur" of the Redwood forests is what he wanted to preserve'

Surely the "Save the Redwoods" League should have a leather medal struck off, and presented to the Brick Manu{acturers Association, of Los Angeles, for this heroic and unselfish work of defending those noble trees. It should be done by all means. On one side of the medal there should be a figure of a brick man, with a trowel in one harrd, and a HAMMER in the other. And on the opposite' side of the medal, that goodly slogan-"In advertising don't boost-KNOCK."

That book didn't mention that the Redwood men have their all invested in those trees, and'have a right to make a return on their investment. It didn't rnention the fact that the Redwood men are planting anq caring for and re-growing ten trees for every tree they are cutting-that they are perpetuating the Redwoods, at their own great expense, and that there are no other lumbermen in the country who are doing that; that there has already been set aside for park purposes more than 15,000 acres of virgin California Redwood, and that much more acreage will undoubtedly be added to that, so that the virgin Redwoods will be standing for thousands of yedrs more.

The "Anvil Chorus" rvasn't written for ad men.

They speak of "Conflagrations" while castigating the Redwood people, not knowing that there are scores of small houses in Northern California that have been using

Redwood pipes for chimneys for generations, and they have never ignited.

m'Aing;IQr pet'ra'anence; and in all this land t-here ia.'no buildirg ollany material of character in as perfect a state of prgservation as the historic lMount Vernon. the Horfiti '6f "Washington, m6re than:six generations old; and it is only one of many that can be pointed to.

They'tell of the difference between.Europ€an homes, ?nd remark that it is because the Europtiii ho-e" are of brick that they are so wogtlerful. Why folks, don't you know there never was a ciliii{ortable, honqe-like, well ventilated, well heated, liveable began birilding these horne in the .whole world until ut finliwooden hotnes in the United States ?

The onlj:.thing thai is nr4klng,';European homes worth while now is thai they are copf ing pur American methods in their later homes.

Brick is all right. 'It has many'things to recommend it' If it hasn't it isn't worth advertising. And if it is worth advertising, the brick advertisements should be filled with boosts foi brick.

Knocking the other fellow never made anyone anything since the world began.

THEY LIKE IT

"Our branch qffices of the Pioneer Paper Company c cn rhnrorrshlw idiertssted in 'The California LumPaper uompany are so thorouehlv. interested in i ,- rr--^r- '", ^i^s +td-, c-r -^ -..^L irsafrrl infnrme- ber Merchantl aird they find so.much-useful information in the magazine, that tl'e have decided to enter subscriptions fdr each of out northern offices'" Pioneer Paper ComPanY, W. T. Farrar.

OUR

THANKS!

Jro tho"" *i" r'i.1,.;1ways madelw" puage loyal service. ) uo their source of euPPlY. I "

(To thosc who took the hint andf {"f""iJ-"" their source of supply}Did we make good} lstarting | 925. I

t Jt". those *h: 1:^i::t make "'Iw" dare you to try ust I ltheir aource of supPlY. t "

A White Pine Elephant

This replica of an elephant is the work of Burton W. Adams, San Francisco, Sales Manager of the Fruit Growers Supply Co. The carving was m-ade from a piece of T,assen County White pine, lSll"xl0"x4", from the tim_ ber holdings of the Fruit Growers Supply Co. The carving was on exhibit at the recent luncheon given the Northl western Retail Lumbermen's Association by the California White and Sugar Pine and California Redwood Associations at San Francisco, and Mr. Adams was the recipient ofmany fine compliments from the lumber trade in atienda4te at the luncheon. Mr. Adams said that he conceivecl e idea of making the carving to demonstrate that Cali- rnia White Pine is especially adapted for factory and ttern stock.

GUS HOOVER JOrNS ..HOLE-IN_ONE" CLUB

^ At the April 7th Soo Hoo Tournament at the Hollywood Country Club, A. L. (Gus) I{oover, Los Angeles repre- sentative for the Wendling Nathan Company ind the ?acific. Lumber Company, mlde himself etigiUti to that Fraternrty coveted by all good golfers, the "Hole-In-One Club.,, - 9r. made_a perfect drive on the par 3 sixteenth hole, his ball rolling into the cup, much to-his delight and. amazement.

H. A. WHITE NOW WITH HAMMOND

_ Mr. H. A. White, formerly connected with the Standard fraqre Company, Los Angeies, has become identified with the Hammond Lumber Company, Southern California.

Mr. White is acting as Siles-Promotion Representative for this company, in ihe nervly adopted Plan Service Department.

FIGURED GUM DOORS

and interior trim

The most popular of all hardwoods for residences, and apart- ments.

At a slight additional cost over softwood your customer can have a full interior of this popular finish-and tti"[ "] iit" addition^al beauty and increasid value from a renting or selhnt standpoint.

"Neenadoors" made in a wide variety of styles adapted to homes, apartrnents, schools, hotels, hospitals-or "m." U"narng3.

'We manufacture veneered doors in all the hardwoods, such as gum, oak, mahogany and walnut, in a wide variety of style_s adapted to homes, apartments, schools, hotels, hospitals, and office buildings.

Built to stand

With your next delivery of sugar pine sash, screens, fir doors, sanded finish, etc., there should be included a half dozen or more of these lara$e doors.

The stock in these doors is "Califorttia" seasoned before making up and they are constructed to stand.

The ceiling panel is $iven enoup,h " pla!" to allow it to "corrae and go" should weather conditions demand. They are made {l 6tt by 7 | 10rr which allows the use of 8 foot studding. Your customer will like these doors.

Paci{ic Door and Sash CornPany

By and By

"By the road of By and By one arrives at the house of Nsys1."-$panish Proverb. The road was fair and I loitered there In the balmy springtime weather, The world was new, and the skies were blue. And the wild birds sang together. With joy I followed the sunlit way 'Neath the glow of the morning sky, Or paused to dream by a babbling stream While the golden hours passed by-.

Fair poppies sleep where the grasses creep, I gathered them as I strayed; And their radiant bloom shed a strange perfume

As of censers gently swaved. Bright noontide came, and I lingered still On the road called By and By, But I dreamed of rest 'neath a mountain's crest Where long, cool shadows lie.

SECRETARY JARDTNE TSSUES STRTCT FIRE REGULATION

Secretary of Agriculture W. M. Jardine by virtue of authority vested in him by Congress has issued a new regulation governing the use, protection and administration of national forests which prohibits "the throwing or placing of a burning cigarette, cigar, match, pipe heel, firecracker, or any ignited substance, or the discharge of any kind of fireworks, in any place where it may start a fire."

Summer Time is Fly Time

Ihen the light grew dim near a valley's rim, No longer 'twas springtime weather;But I followed still down the dreary hill- I and the shadows, together.

Through tangled grasJes and withered flowers, Where cold winds moan forever.

I came at last, my journey passed, To the house that men call, "Never."

Oh, the skies were black o'er the backward track Of the road called Bv and Bv !

There were broken dieams and fitful gleams Of hopes that were born to die. There were wonderful tasks that I might have doneAmbitions lost forever; For the luring lie of By and By

Is the road that leads to "Never."

-Adeline M. Conner.

These acts on a national forest constitute misdemeanors under Act of Congress of June 4,1897 (30 Stat. 11, 35), and are punishable under Federal law by a fine of not more than $500, or 12 months imprisonment, or both.

This regulation, according to the United States Forest Service, will materially assist in preventing fires set by people who are careless with their burning tobacco, matches and fireworks in National Forests. All Federal forest officers in the California district have been instructed to strictly enforce the regulation.

-and itls profitmaking time for the lumber dealers who handle Hipolito ',i;"n llindow Screens & Screen Doors

Your screen door sales can be increased by going after replacementa as well a8 new buildings. Suggeet to your customerE the idea of a new screen door to replace the old one. You'll be eurprised how many you sell.

Thc famoue Hlpollto "Comcr of Strcngth',

TTULL sterarn ahead for 192)l There has been no pause in the adverf tising program launched last year, and now with fresh vigor behind ic the cairiaifn moves forward at increased speed and for6s-t],000,000 busin'esslcreating California Pine Messages for 19251

New and vital messages about California Pines have been prepared and will be read wery-day of the year, by the geat ho-me-interested public of America- 6wn6rs, archiiects, birilders, rnanufacnrers-the -people to whom you look for sales and profits.

- Note in the list at the tight, the national publications which now carry these California Pine mEssages. With sich a campaign and with a senrice depanment ever alert to assist you, you can increase your Probts for 1925 by keeping stocked with California White Pine and Sugar Pine. Pleas6 addiess'ihe association for printed mattef-and the mills forinformation on stocks, prices, etc.

the Follouting Mills are Participating in tbis Adoertising MrdensurarPincCo. Meder4Celi{.

The McCloud RiverLbr. Co.,McCloud,Calif' Michiern-California Lbr. Co. Camino, Cahf. ModoiLbr. C,o.,Aspgrove, Klaorth Co.,Ore.

F. S. Mmhv Lbr. Co. - iai Mrinidnock Blde.,Sm Fmcisco' Calif.

The Chades Nelson Co. zlo California St.,San Frmcisco, Calif. Pelican Bav Lbr. Co. Klamath Falls, Orc. \ffr.R.pickerinrLbr.Co. (owncr 'Vest Side Lbr. Co. oron's) Tuolumne, Calif. Red Rivcr Lbr.Co.- -. Westwood,Cslif.

Siskivou Lumber C-o

to.i Crocker Bk. Blde.,S.n Fmcisco, Celif. Sandrd Lumber Co. St nd.rd,Cslif. Surar Pine Lbr.Co. Frcno.Calif.

!7ied Lumber Co \XZad, Crlif. Klmath Lbr and Box Co. lfclls Fargo Bldg., San Francisco' C:lif.

California\flhite and Sugar Pine Manufacturers Association

Here are the publicatioos curying L925

California Pine

Messages: (otzsrmcr fublicatiott

Better Homcr rnd

Grdcns

Housc Bautifirl House rnd Gudco

Sunsct Mrgrzinc

<.{rcbitrtar:l

?ablicationt

Americen Architcct

Architecnml Foruo

Architcctunl Record

Pacific Coast Architcct

Pcncil Points

Archircct & Engincct

Brilditg

?filications

AmerimBuildct

BuildingAsc

National Reel Eroc

Jounal

.Cumber and Indsttri a I Ptblicationr

Amerien Luobcrora

Crlifornir Lumbcr Merchmt

Gulf Corst Lumbetm

Mississippi VellcyLmbermrn

Netionel Rctdl

Lumbcr Magrziae

Rcail Lumbcrora

Timbcrmm

'!7ood Conrtnrctioc

F4ctory Indusaid Artr Lr25

Philippine Lumber

. A.profusely_iljustrated booklet on philippine Lumber has. !9en_i,ss.ued by the Findlay,_ Millar Timber Company, and the Kolambugan Lumber- & Development Combanv. internationally known operators in all kinds of lumlei coming from the islands.

This large institution operates with main offices at Manila, P. I., with their United States headquarters at Los Angeles, under the direction of Mr. W. G. Scrim.

The booklet is very comprehensive in its thorough de- scription of the materials to be obtained in the phiiippine Islands, showing dozens of illustrations of their own'op,efations, and giving I -vely interesting synopsis of the Klncs oI matertals. and thelr uses.

. The following information is reprinted from the book, rtems taken at random :

Philippine Lumber

Acco_rding to the Bureau of Forestry, Manila, there are more than 3,000 different species of wbods to be found in the-Philippines, of which about 2OO species are considered to be available in commercial quantities. These species grow intermingled in the forests, and while one type may predominate in one part of the country, another {ype will be more plentiful in another part. The forests at"Kolambugan are almost entirely composed of Tanguile, Lauans, Apitong and T.umbayao,- but here also the -proportion of 'the above qpecies varies very considerably irr thi different sectors. These forests at Kolambugan lend themselves to m.o{er-n logging and sawmill methods, and as the species of timber obtained are limited to the above. the sawn- lumber, after grading, is stacked for seasoning and then shipped direct in deep-sea going ships from the wharf at the-ftill

to the.. foreign markets-United States, Great Britain, Arr,stralia, China, Japan, etc.

Some of the forests in the Philippines are of a difierent llpe and contain such. a great variety of speciep, that it is impracticable, as a busineJs propositiop, to ipply up-to-aati methods to the logging or s-aw^mill operations.' plrticuiai species only are logged, if and when there is a demand for same, the logs being drawn by Carabao (water bufialo) trom the woods to the sea shore where they are loaded on ships and sent to Manila. In some plac6s the loss are sawn on, or near, the sea shore by small circular mil'is and the sawn lumber shipped to Minila where the differeni species are segregated, -and stacked for sale to the domestic trade.

The following are the species of philippine lumber which can be obtained in commercial quantitiesl and the informa_ tion regarding each is taken lareelv from the Bulletins of the Bureau of Forestry, Philippine islands, and other Government Departments.

Dipterocarpaceae (Lauan Family)

This is by far the most important familv in the philippines, about three-fourths of the standing timber belonsi;e to it. The trees are almost rvithout ixception tall -ant straight, and range f.rom 12 inches to ovei 8O inches in 9iameter, and often run 90 feet high before the branches begin.

Tanguile and Red Lauan are obtainable in very large quantities, the-Solqmbugan forest alone having a siand 6f ry. M. The lumber has a r-ibbori grain

Califotnia Reduood Auclation

JOHN G. McINTOSH, C. P. A- c. s.,cowAN, C. P. A.

success

war irutantaneou!.

After our firrt announce' ment regardit S thi! super' ior piece of built-in furni' ture (manufactured and distributed exclusively bY us), live dealers throughout Southern California quickly evidenced their intereet.

The Anderron DirapPearing Breakfast Set has many advantage! over any other set yet put on the market. It is light' earily inatalled, economical in cort, ir ttfool proofrtt antd yieldr a good margin of proft to the retail deder.

ANDit ir sold only through the retailer.

Let ur explain our merchandiring plan, how you can materially add to your ralee with thir line.

Anderson Disappearing Breakfast Set

U. S. Patent and Others Puttling

J. GLASSON PLANING MILL

"manufacturers of doors, sash and interior woodutorh of ezteryt description from any kind of zaood required"

FROM FROM THE WILL OF A WALL STREET MAN RECENTLY FILED FOR PROBATE

"To my wife I leave her lover and the knowledge that I wasn't the fool shE thought f was.

"To my son I leave the pleasure of earning a living. For 35 years he has thought the pleasure was mine. He was mistaken.

"To my daughter f leave $100,OOO. She will need it. The only good piece of business her husband ever did was to marry her.

"To my valet I leave the clothes he has been stealing from me regularly for the past ten years, also my fur coat that he wore last winter while I was South.

"To my chauffeur I leave my cars. He almost ruined them and f want him to have the satisfaction of finishing the job.

"To my partner f leave the suggestion that he take some clever man in with him at once if he expects to do any business."

THREE PRICELESS INGREDIENTS

"ffow cum you is always lookin' fo' a job an' nevah findin' one?"

'rDat's skill, boy, skill."

"Ifow cum you nevah wuks but'always gits along?"

"Dat's management, niggah, management."

"An' how cum you always keeps youalls necktie tied so good?"

. "Dat's genius, big boy, jes' plain genius.',

WHAT A CHAMBER OF COMMERCE DOES FOR ITS MEMBERS

If you want to know the effect of a good Chamber of Commerce, not so much on the town as on the members of the Chamber, take William Allen White's word for it. He says:

"The Chamber of Commerce modifies the innate cussedness of the average selfish, hard-boiled, picayunish, pennypinching, narrow-gauged human porker, lifts up his snout, makes him see farther than his home, his business, and his perional interest, and sets him rooting for his community.

"A man, no matter how greedy or how squint-eyed he may be, cannot work a year upon a committee of his town's Chamber of Commerce without being a better father, a better husband, a better citizen, and a better brother.,'

A_ll wrapt in thought he drove along, Upon a crowded street.

He rapped a traffic cop and now

He's wrapped up in a sheet.

SIGN ON BACK OF FORD

(In very small type) IF YOU'RE CLOSE ENOUGII TO READ THIS SIGN YOU'RE TOO D-D CLOSE TO THIS FORD.

DIFFERENCE OF VIEWPOINT

lst Tough 6"n1 '-"fl6y, down whah Ah comes fum I'se so dang'ous dey calls me 'Wood Alcohol'."

2nd Tough Gent:-"Boy, whah you cums fum dey may call yo' 'Wood Alcohol'but whah Ah cums fum dey would call you 'sweet cidah'."

THE REAL QUESTION

"It doesn't make any difference nowadays, who your father was. The big question is, who and what is his son?"

NOT GOLF STUFF

Take your stanceEasy nowFeet apartYou know howGrab that newClub you boughtGrip correctlyLike you're taughtGet your poiseTake your timeEye and handThey must rhyrneConscious strengthSupple graceJoy of confictOn your faceReady nowSlightly smileGoing to knockBall a mileStart your swingDon't be hooking(Wonder if thatGirl is looking)Splendid balanceRight hand tightSwing it throughAll your mightNothing to itClass will tellWHAT? OUT OF BOUNDS? oH H-!!!!!

(By Jack D.)

WflA0T t 'toneer DnrnRles malv sde r;{t

A roof must be more than fire resistant to be safe. The beating eun, extrcme cold, heavy raine and winds are also constantly threatening the safety of the structure it must protect.

Pioneer Yosemite Aephalt Shingles are endorsed by the National Board of Fire Underwriters but flawleas frre resistancc is only a part of their function. The impregnability of crushed stone, laid on aaphalt, makes them | 00/o efficient. They prevent the leakage that loosens and spoila plastered walle and ceilings-they eliminate the damp aeepage that slowly warpa and rote the very framework of the structure and they protect mansion and cottage alike. There is a specified type and design for every kind of roof. It took more than thirty years of constant experimentation to perfect Pioneer Yoeemite Asphalt Shingles-they are a proven product.

All lumber, building material and hardware dealers sell them in beautiful ehades of red, green, blue black and golden brown. They beautify any home and, for reroofing, go right over the old wood shingles-there's no waste.

Pioneer Paper Co., Inc. Edrblirhcd l88t

Pionccr Manufacturcr a Complctc Line of Roofing and Building Papcrr

Lor Angeler Portland Sen Frencirco Scattlc

Storm King Plastic Cement stops all small holes and leaks in roofs and Storm King Asbestos Roof Coating Protects the entire surface.

(Continued from Page 20)

when quarter sawn, and resembles true Mahogany and its substitutes very closely. These species already -have acquired for themselves the trade nime of "Philippine Maho_gqny" and the demand for sape is rapidly incieasing.

White Lauan differs only in colour from Tanguile-and Red l.auan, being white with a very pale greyiJh brown tint. It is pretty in natural finish where a light colour is desired, and, on the other hand, lends itself very well to staining. White Lauan is available in larger quantities than any other individual species.

Uses of Tanguile and Lauans. These woods season well \r'ith little checking and rvarping and are very easy to work. For the beautiful finishes they take. and the fine. even texture of their grain, these lum-bers are specially recommended for interi'or. finish. They are not onlv economical, but are susceptible to many kinds of finish such as walnut, and special colourings (mouse gray or other

For

Manufactured By

ilemphis Hardwood

similar artistic finishes), as lvell as the regulation Mahogany. The beautiful appearance, together with their economy over the Tobasco Mahogany, makes the woods increasingly popular amongst the-buitding and furniture trade. They .are now being used in Eurofe and America in the manufacture of high grade furniture, piano and phonograph cases, doors and interior house finish where a. rich effect is desired; plywood, panels, flooring, etc.

- Mangasinoro. Wood of the Lauan type andloften marketed in the Philippines as Lauan ; pale iiraw colour; grain straight; texture fine taking on a -glossy surface und'er a sharp plane; seasons well; very easy to work.

- Apitong in colour runs from light ashy brorvn in reddish brown or dark brown; is hard, stifi and strong, moderately heavy with a specific gravity of 0.587 to 0f45; texturL rather coarse; odor of resin when fresh; does not check badly; harder to sarv than the less resinous woods of its family (Dipterocarp), but not otherwise difficult to work. The- supply is abundant, and is one of the most generally used construction woods in the Philippine Islands-. It absorbs creosote readily and when so freated is a first class lumber for ties, etc. In foreign markets this Lumber is sometimes called BAGAC.

Guijo is light ashy brorvn to reddish brown in colour, and _in ap_pearance is very similar to Apitong; is hard, tough, di!fi9ult to split, moderately heavy witfi a specific gravity of 0.688 to 0.708; texture fine; faint odor of resin; not difficult to saw or finish. When quarter sawn. this lumber has a beautifrrl ribbon grain and is in demand for the manufacture of plyrvood panels, etc. This Lumber is sometimes called ORION in-foreign markets.

Uses of Mangasinoro. All classes of interior finish for lt_glt!.r, doors, rvindows, panels, and other purposes where. White Lauan is used.

,Uses of Apitong. Beams, joists, rafters, bridge and wharf construction when creosoted, wagon beds, flooring and furniture. This wood holds nails very well and when seasoned and thoroughly dry becomes very hard. It has been found almost impossible to drive ordinary 2f,, wire nails into Apitong Floors laid 20 years ago in the Philip- pine Islands. This lumber is in demand ln the Europein and American markets for the construction of automobile and truck bodies, railroad tvag'ons, upholstered furniture, and. all such purposes where a tough, hard, clear, straight grained, low priced wood is wanted.

Uses of Guijo. Beams, joists, rafters; ships' keels, decking, planking; siding, ceiling and flooring. This is a very popular construction timber in the Philippines; floors in use 20 to 25 years show no wear, but on the other hand develop a high polish and brilliancy which increase with age and constant use. It is probably the most widely used wood in the Islands for vehicle parts, hubs, spokes, felloes, poles, shafts, etc.

Yacal is by far the most abundant of the very hard,

(Continued orl Page 26)

FACTORY LUMBER

SHOP AND CLEARS

YELLOW FIR is worth more for Planing Mill work than other varieties of Fir. grade, less splitting, less cupping when carried in stock, less raising of grain, less torn and LESS GRIEF.

It is easier to work, will finish smoother, look better, "stay and all around it IS BETTER.

better, take paint

Less fall down in grain in machining ! or varnish better,

'We are having an increased demand for factory lumber. Our p_roduct, on account of soft and even texture is giving salisfaction. Our new battery of Moore Moist Air Kilns dries our stock scientifically to an even moisture content. ;

Try our stock and see the difrerence.

Logging Yellow Fir at our W'estimber, Oregon, Operations.

(Continued from Page 24)

strong and_durable high class construction timbgrs of the Islands. The wood ii very harcl ; tough but very stiff: heavy with a specific gravity of O.g3O to"g.g34; .olo"u, p"i. yellow when fresh, darkening rapidly to yellowish brown; texture fine and dense with i trinslucent look like yellow horn, and. a.shiny surface when cut across the graii with a sharp. ^knife ; grain gene.rally sharply cro...d making wood difficult to split radially. Does- not check badlyl saws wrth .a ve-rl clean surface, but not as easy to work is other woods of this family (Dipterocarp).

Mangachapuy is of a pile'striw colodr rvhen sawn. turn_ rng raprdly. _to clear brown on exposure; is moderately h:"yt; specific gravity about 0.726. tbxture r.ery fine; grui;, strarght ; seasons well, neither checking nor warping m'uch; easy to work.

Uses of Yacal. All high grade permanent construction except salt rvater piling; posts, -beams, joists, rafters: bridges, -w_harves, ships' fiaming and decki; noori"g; nutr, spokes, felloes, axles, poles, single and double tre-es, etc.; aI,.qea.vy and 'cant hook handles, capstan bars, levers of all_kinds; tool handles; railroad ties; paving blocks, .t.. , lfses of Mangach_apuy. Flooring, sheithing ceiling; croors, wlnclows, mouldrngs; carriage panels; cabinet work.; furniture. On account oi its .m6oth straight gr"ln a-;; t-oughness should make excellent broom, rake"andhoe han_ dles.

Leguminosae (Narra Family)

Next to the Laua.n F-aryily (Dipterocarp), this is the mos.t important family of timber trees in the 'Islands, pro_ d.gcilS a much, greater variety of hard, durable, a"a 'liau_ trfully coloured cabinet rvoods than anv other. The most important _and .best known are Narra, hcle, Ipil ";; Ti;: dalo; another dozen or mor_e species "r" .q,rul'ly beautiful, but. of. le.ss importance as being of smaller .;1. "i *"." llmrted dlstrrbutlon.

Narra is moderatell-hard and heavy having a specific Eflvlty of 0.540 to 0.580; colour is the most vaiiable^of alt Philippine woods ranging from pale straw throrgh ;ii possible shades of. pinkl salmon, anh red to deep bloo? red; trequentty large lpgs have a'more or less thick brilliant red belt just inside the sapwood, shading off toward the heart into light red, brown, or'yellow;-grain .o-"*h"l crossed, frequently very curly or wavy j tixture fine, but pores conspicuous on all longitudinal- sections; fine' uni_ iorm ripple marks on all tangential sections; faint sweet cedar or S.aTphor-odor;.seasons well, shinking and checking- v-ery little and warping hardly at all; easy- to work.

Acle is hard and moderately heivy with a specific eravitv of O.607 to 0.693; colour biou,n to dark walnut Ero*ri: strong peplefI odor, dust causing sneezing when worked dry by machinery; grain somewhit crossed"and often very ctrrly; texture fine, but dull, fairly easy to work; practically never attacked by insects.

Uses of Narra- By far the most widely known hieh grade interior finish, furniture and cabinei wood of tie Philippines, and put to every conceivable use in this line. All the better class buildings in the islands are furnishe<l internally r,r'ith Narra, whilb the same wood is used for doors, windows, furniture, etc. It is also used for musical instruments, carriage, panels, plain and carved jewel and clothes chests; carved_picture flames, canes, scabLards, etc-.

Uses of Acle. All classes- of highest grade interior finish, furniture and cabinet work.

!p-il. Very hard and heavy with a specific sravity of 0.758 to 0.909; colour rvhen-freshly sa*n bright y.ilo* turning.to dark brown on exposure; peculiaioilv odor resembling that of raw p€anuts; texture fine, taking a qlgJsy. cut under sharp tools ;' does not warp much; rather difficult to saw but planes easily.

Tindalo. Hard and heavl' w;th a specific gravity of 0.772 to O.878; colour when freshly sawn saffr& or -pale orange, turning with age to a deep rich red; texture hne,

THE UNCOLORED TRUTH ABOUT

Gentlcmen:

dense and smooth, taking a glossy cut under sharp tools; seasons very well, saws smoothly and is easy to shape and surface. A limited supply available.

Uses of lpil. AU high class construction wgrk; po.sts; beams ; rafters ; joists ; ties ; paving blocks ; floorin-g; siding; ceiling'; doors,-windows, wharf and bridge building..fjrrniture, Eic. Altogether, on account of its hardness, stiffness and great duraiility, one of the best woods in the Islands' Whe"re posts for hbuse building are placed in- the .ground without'protection, Ipil is geneially used by the lilipinos' Uses oi Tindalo. btte oI the finest, if not the finest, of Philippine Cabinet woods; is used,for all kinds of high grade construction; interior finish; floors, doors, windgw;, i"itrdo* sills; cabinet work, furniture, stair treads and rails for which purpose it is a favorite on account of its indestructible colour and its hardness.

erately heavy; colour: red to reddish brown; the average run a6out the'colour of cigar box cedar; texture open, but taking a smooth and glasJy surface under sharp tools; resembies very closely the Australian crowsfoot Elm and suoerficiallv-in texture and colour Columbian l\fahogany; ."i.ottr *il. A limited, supply available; confined to ttre Island of Mindanao-an isl'and some 45,559 square;orilgs situated South in the Philippine group.

Uses of Lumbayao. Flooring-; doors; interior finish, furniture, cabinet work; boat r-ibs and planking;would make excellent slack cooperags"Siock; recommended for trial for steamed bentwork-. "In the Islands it has made an excellent reputation for itself for quality,- and the. natives use it almost entirelv, where obtainable, for boat building ancl other purposes where durability i's essential'

Sterculiaceae (Dungon FamilY)

Lumbayao. Moderately hard;-flexible and tough; mod-

tfr. iotto*ing other Philippine lumbers can also be o!tained in limiteE quantities:l{tanga, Baluyo, Batete, Batitinan, Betis, Caljmanasay, Calantas, Camagon, Dungon, Lumbayao.

Mancono, Molave,_ Pagatpat, Palomaria, Supa and Tamil. The forests and mill are situated at Kblambugan in Iligan Bay on the North Coast of Mindanao. an"island with an area of some 45,559 sq. miles situated in the South qf the Philippines, which are i group of islands, under the Government of the U. S. A., lying Sbuth East fiom China. The name Kolambugan is of i'ative origin and means "l?.rgg Jorest land." As only bands of thl wild natives, called Moros, roamed through this tract of country the forests are virgin and the lumber to be obtained is 6f tne highest quality. Up to the time of the establishment of lumber camp and mill, the attitude of the Moros rvho con- trolled this territory, was very hostile. At first, protection had to be obtained from the Constabularv. but tire civiliz- ing influence of this commercial enterpiise has been re- markable. The Moros have given up their warlike habits to take up the opportunities-of labour and trade offered them, and are now good citizens.

, The Kolambugan- Lumber and Development Company have a forest concession from th Governirent of appioxi- mately 150 square miles with an estimated timbei'stand of over 2,000,000,000' B. M.

The logging is done and the lumber manufactured with the most modern equipment which gives a capacity of about 30,000,000' B. M. yearly.

Bob Osgood Leaves for New York

The splendid reception that the Laminex door has re_ ceived in Eastern markets has necessitated the ope.rine of a branch warehouse in New york City, by the'Wt "Ef.r: Osgood Company of Tacoma, large maiufjcturers .i ;;r-li and doors.

For many years past the Wheeler, Osgood Company

has had a tremendous business in and around the New York territory, but since the launching of a National Advertising Campaign something orrer i year ago, coupled with the producti,on of the Laminex door whJch becime famous overnight, due to its ability to stand any amount of moisture, heat or climatic changes without ihtiitking, swe.lling, warping or twisting, the 6usiness has been inuTtrphed many times. Now it has grown to such an eitent that it has been decided to carry i large stock of Wheeler, Osgood products in the center oi tnis ictivity.

^ In the past,the only warehouse maintained by Wheeler, Osgood has_ been in- Los Angeles with Bob bsgood in charge. Bob's experience in this warehouse is winted to assist, in the organization of the New York branch, and a few days ago he left for probably two months' stay in the eastern cttv.

Bob has become so rvedded to Southern California that h.e voiced keen regret at having to leave for even a short ttme, but gave assurance that he would be back on the job in Los Angeles at the earliest possible moment.

-D-uriqS his absence D. G. MacDougall will be in charge of the Southern California territory. - All during the tirie that Bob 9sgood has been in California MacD-ougall has been his able assistant and all those who know Mi know 9!at he. will purvey the finest grade of service to Wheeler, usgood customers.

The national advertising campaign conducted by Wheeler, Osgood has been watc-hed witlithe greatest inierest by everyone in the sash and door and allied industries, for ii is the first National campaign ever attempted by a fir door manufacturer. Their success has been much greater than was anticipated in their fondest dreams, and their sales have been tremendously increased by advertising. Their record-is a splendid illustration of the fact thatlny pro- duct of merit backed by a well-planned advertising clmpaign carried in proper mediums-can't help but atta-in and maintain its proplr place in any industry. -

County Forester Addresses Los Angeles Hoo Hoo

W. B. Wickersham, Secretary of the Los Angeles Hoo Hoo Club, was chairman at the April $th meeting, at which about fifty of the boys were in attendance.

Wick introduced Mr. S. T. Flintham, County Forester. Mr. Flintham holds a number of other county positions in Los Angeles County, being County Firewarden and Chief of the Los Angeles County Fire Department.

He addressed the meeting on the Reforestation work that is being done in Southern California, urging all lumbermen to use their influence in the furtherance of this most important work. Mr. Flintham's account of the lumbering in the Southern California mountains, years ago, was most interesting.

Paul Kent, of the Hayward Lumber & Investment Company, sang a number of songs, and Ed. Culnan lead the meeting in some community singing.

Rollins A. Browne won the attendance prize.

Dave Woodhead made a motion that the Los Angeles Hoo Hoo Club invite Mr. Flintham to attend another meeting, in the near future, and that this meeting be devoted entirely to a discussion of the County's water supply problem, and to the Reforestation work that is being done. The motion was passed, and the date of this meeting will be announced latbr.

OCEANSIDE YARD SOLD

The Coffin Lumber Company, Oceanside, has been sold to Bauer & Geib, of Los Angeles.

THE SOCIETY GENTLEMAN

Mrs. Ferguson, first lady Governor of Texas, suggests a tax on tobacco. Two dollars a thousand on cigarettes, ten per cent on cigars would be her idea. Texas would get $4,000,000 a year from such a tax and Mrs. Governor Ferguson would spend it all on the education of children. She

"If a high-toned gentleman of society smokes two tehcent cigars each day, he can avoid the two-cent tax by giving up smoking."

The simple picture oI smoking ten-cent cigars ters.

high-toned society gentleman be appreciated in many quar-

lVhen Nature Smiles

or When She Frowns

you're 6tt The whims of the weather bring no worries to you when you are outfitted in a Filson Cruising Coat of windproof and water-repellant khaki.

It's warm enough for the worst days and cut so generously you can work in it with comfort and freedom. Yet it's not so heavy but that you'll find it O. K. for mild weather too, outdoor wear-any time-anywhite collar size. (Hang

A Hoo-Hoo, considerably beyond his prime, recently explained to a little gathering that the word "Sheik" was wrongfully used to describe a Lothario, as it merely meant "the old.man." A few minutes later, he heard his young son inquire "Mother, where is the Sheik?"

It's a wonderful value for where-work or play t

Order one inch larger than

C. C. FIISON Co. f05-f007 Firt Avc. Seettlc, Warhin3ton

,,FILSON

With a Personality

CLOTHES for the Man Who Knows."

WHAT'ELL BILL

Listen, my children, and I will tell Of the "readycut" house of John What'ell. 'Twas in the y."r nineteen-ni-neteen, Never had such a house been seen Since Adam out of Eden fell.

He said to his friend: "This here's a book "Which out of my rural mail I took. "lt's got a picture in blue 'n red "And underneath the man has said- " 'This bee-you-teful house, with window seat, " 'An' front door bell an' back door cleat, " 'A! sitting-room papered in purple tones " 'ls yours for only a thousand bones'."

Then John said 'goodnight' to a thousand yen And mailed them off to the cat-house men.

A pounding of hoofs on the village road, A mixed-up pile on a wagon is seen, And on top, quite sore with his bargain, I ween, Sat John What'ell with his purchased load.

It was M.y by the Almanac

When he got the studding sorted and set. And it was much more than an even bet That he wanted to send it back.

It was June by the Calendar

When the funny warped roof was put in place. And even his friends would turn ih.ir flce And laugh when they passed it from afar.

'Twas J.rly by the Ingersoll

When he put the finishing touch on his house. It had been one long and merry carouse Buying 'extras' from the yard Down in town-and it came hard To admit he had been wrong Not to buy there all along. But he had to admit it. That's all.

You know the rest. The neighbors tell Of the house that was built by John What'ell. How it cost him twice what he had thought When from a catalog house \e bought.

I{ere's one of those new English Homes

We have iust ceated 45 of these WONDERFUL PLANS. Each one developed on LINEN cheet l2xl8, showing eleva' tions, foor plang and interior. These are hand-colored and assembl€d in cover l6x20, attractively embossed. If you haven't seen thie new album we will gladly send copy for your inapection.

InrcDto9, Drrett DrD DooM

Crcatore of Modern Merchandising Sentice for Lumbermen.

I'{owChanges to: "'What Has Been Donet'

TWO years ago the BALSAM-WOOL salesmen had a I good story to tell about the sales and profit possibilities for retail lumber dealers in this improved insulation.

This story was based on the self evident need for insulation and faith in a product which tested considerably better than any other on the market.

Today these same salesmen aren't doing much of this kind of talking.

They're too busy telling what has been done.

A Minneapolis dealer sells 10 carloads of BALSAMTV.OOL in a year. A Detroit dealer sells 4 carloads the first year handling BALSAM-WOOL. A Madison dealer sells 3 carloads in a yeur. A dealer in a town of 12,0fi) population sells 165,000 feet in a year. Records from dealers in small towns show gross profit percentages of ffiYo,42LYo,445Yo with many dealers making 7,8,9,10, and more stock turns in a vear.

' The plain truth of the matter is that the majority of dealers who have made a success with BALSAM-WOOL didn't start off with carload orders. And there isn't a

"What Can Be Done"

Detroit apattmmt bailding

BALSAM -WOOL salesman who is ashamed of that fact.

They've seen too many 3,000 feet and 5,000 feet orders grow to carloads on the third and fourth ordei.'With the dealer satisfied all along and making a profit on every thousand feet. Reason enough why these salesmen haven't lost their heads over high pressure selling.

BALSAM-WOOL house insulation is made solely for distribution through the retail lumber dealer. It fits in with his business because every builder and remodeler is a prospect-every builder needs and will benefit by using BALSAM-WOOL. It is a comfort and health factor tf,at in a very short time actually pays for itself with Iuel savings and then pays yearly dividends. It is a sound deadener as well as a heat insulator. BALSAM'WOOL does not compete with other items of yard stock so you don't pyramid your investmentwhen you stock it.

Don'twait for the BALSAM'WOOLsalesman to call. Send in a trial order for 3,000 or 5,000 feet. Free adver' tising helps will be supplied. Prospect lists will be fol' lowed up for you.

Start making these additional profits 1!,w. Every BALSAM-WOOL job helps sell another. The sooner you get started iust that much sooner do these addiiional profits begin to mount up. By next year Y!! may be in tle carload class. Orders can be placed with any Weyerhaeuser representative-or sent direct to the 'Wood Conversion Company, Cloquet, Minnesota.

WEYERHAEUSERSALES CO.

Distributors of

WEYERHAEUSER FOREST PRODUCTS

General Ofrces: SPOKANE, WASHINGTON

Branch OfrcE ST.PAUL CFIICAGO BALTIMORE

2694-University Arrc. 2O8 S. La Salle St. 812 lcxiagton Bldg'

Can Make Money Selling BnrsaM-WooL

1. BaLs.q,N,I-Wool is the most efficient and economical house insulation on the market today.

2. It meets a rapidly growing popular demand.

3. It does not compete with any other stand' ard item of yard stock.

4. It gives you an additional profit on every house job you sell.

5. It requires only a small investment.

6. It is light and easy to handle.

7. There are no broken stocks of B.q'LsaM- 'Woor-. It comes in rolls in three standard widths only.

8. No outside oompetition. B,a'ls.a'u''Wool is not sold through mail order houses,retailers in other lines or direct to the consumer.

9. It cannot deteriorate. It comes rolled, wrapped and sealed.

10. It can be sold for both old and new houses, for apartment buildings,cold stora$e plants, {laralles, barns, poultry houses and other farm buildings.

11. In addition to being a heat insulator, BAt-' sl.l,t-Woot- is also a sound deadener.

12.Its reasonable price and low installation cost put it in reach of every home'builder.

NEWYORK 22OBnoadway

BALSAM-WOOL lDistributors for Southern Califomid:

WOODHEAD LUMBER CO.

13.It canbe bought in either L. C. L. or car' load quantities.

14. It is a Weyerhaeuser product made espe' cially for the retail lumber trade.

GEORGE KEWIN SPENDS FEW DAYS IN SAN FRANCISCO

George Kewin, manag'er of the Kewin Lumber Co., Modesto, was a recent visitor in the Bav District where he spent a few days attending to businesi matters and calling on the San Francisco lumber trade.

P. J. BRIX A SAN FRANCTSCO VTSTTOR

P. J. Brix, Knappton Lumber Company, has been spend- ing a few weeks in the Bay District on business malters. \Alhile in the Bay District, he is the guest of Frank Trower. The Trower Lumber Co. are the representatives of the Knappton Lumber Co. in the California territory.

E. D. KINGSLEY A BERKELEY VISITOR

_ E. D. Kingsley, President of the West Oregon Lumber Co., Linnton, and Vicegerent Snark of the Portland Hoo' Hoo District, has been visiting in the Bay District. While in the Bay District, he is stopping in Berkeiey.

AClincher for New Accounts

You can easily open more of th.em with a clincher that saves customers money in two \ /ays: Our (Tradetnarhed)

looks just like Honduras Mahogany and is just as strong. It is not only cheaper in price, but also in cost of finishing.

You'll find it profitable to drop us a line.

R. G. HISCOX ON EASTERN BUSINESS TRIP

R. G. Hiscox, Western States Lumber Co.. San Francisco, is on a six we.eks' business trip in the 'East calling on their eastern business connections. He will go as fa-r past as New York and Boston.

HOWARD DEACON VISITS SAN FRANCISCO

Howard Deacon, well known Fresno lumberman, was a recent San Francisco visitor where he attended to business matters and called on the lumber trade. While in San Francisco, he was a guest at one of the meetings of Hoo Hoo Club No. 9.

FRED PALMER RETURNS FROM EASTERN TRIP

Fred Palmer, San Francisco distributor of California White and Su_g_ar Pine, has returned from a month,s trip in the east. Ife was calling on his eastern lumber con-nections and was also present at the Annual Convention of the National American Wholesale Lumber Association, held at Atlantic City on March 18 and !9.

TED LERCH RETURNS FROM SOUTHERN CALIFORNIA TRIP

Ted Lerch, Albion Lumber Co., San Francisco. has returned from a several weeks' business trip to Los Angeles and-San Diego, u'here he has been looking over condiiions in the Southern California District. He reports that the lumber market in Southern California has- shown much improvement during the past month.

..CHIP'' CHIPCHASE NOW \VITH FRIEND & TERRY

"Chipl' Chipchase, formerly with the Pacific Manufacturing Co., is now associated with the Friend and Terry Lumber Co. of Sacramento. He is in charge of the Frienl and Terry Planing Mill.

JOE SHEPARD COMES DOWN TO SEE FLEET COME IN

^ Joe Shepard, Manager of the Friend & Terry Lumber Co., Sacramento, was a San Francisco visitor oveithe week- end. Joe came down to watch the Fleet, which is now anchored in San Francisco Bay, come into the harbor.

BAY DISTRICT HOO HOO TO HOLD CONCATENTION

J. Walter Kelly, Vicegerent Snark of the San Francisco Bay District, announces that the next Concatbnation will be held on May'14. This is going to be a monster afiair and a large- class of Kittens ari alrlady lined up for initiation. .A..Ui* entertainment will be provided ior by Ed. Chamberlin and Frank. O'Connor, who are acting is the Committee 'on Entertainment. 'Final ar.angemJnts will be announced at a later date. Don't fail to attend this Concatenation as the Committee are arranging plans to make this o.ne of the biggest Concatenations ei,er-hild in the Bay District.

' Trees to Burn

The American nation has grown up under the idea that we have "trees to burn,"-1hat our forests are inexhaustible. Starting in in !492, with an estimated forest area of 882 million acres, we have used, burned and destroyed this basie national resource with a lavish hand. New England, New York, Pennsylvania, the Lake States, the South, and now the Pacific Coast; ever westward the pendulum of timber depletion has srvung.

Kipling said: "The great American nation s_eldom. put-s back-anylhing it takesJrom nature's shelves. It glabs all it can, and m6rret on. But the grabbing is nearly finished, and the moving on must stop." A prophecy, tlgly.. We have today ovei half of the remaining merchantable timber in this country here on the Pacific Coast. And we are now engaged in cuiting the last great stand of our virgin timber, with no suitable itands of young growth to take its place' Eighty-one million acres of potential timber land are standing d6vastated, and practically idle.

No longer can thinking men say that we have trees to burn,-thit our timber wlll last forever. The handwriting is on the wall, and he who runs may well pause to read. The burning of mature trees by the careless man-caused fire is seriou-s. It means wealth, needlessly destroyed. The burning of young trees and cut-over land is more serious, for it irean; idle land and costly timber for the future.Forest Service Bulletin'

"Printers Ink" tells about an editor who was dying. The doctor bent over, placed his ear on the patient's breast, and said, "Poor man!- Circulation almost gone!" The.dying editor shouted : "You're a liar; we have the largest circulation in the country !"

A Full Stock of Self-Hardening High Speed Steel for lVoodworking Knives

When you want rapid service in new Saws and Machine Knives or repair work, call on our up-to-date shops. We carry a large stock of Saws and self'hardening High Speed Steel for Shaper Knives and Woodworking Cutters of all kinds.

Ordcrr

BRADTEY BRAND HARDIlIOODS

Scientific kiln drying pn$erves within our producte mturetc sturdy and beautiful qualitiee, while

Modern machinery and lkilled human effort iurtifier our slogan AROMA,TIQUE CEDAR

"If lt's Bradley's lt's Better"

Suppose Your Plant Should Burn Tonight

Would y_ou b_e able to view- the twisted, emoldering ruins, consoled in your mr& fortune by th_e sure knowfedge that yo-u are adequately insured, r"ith "".ty condition on the policy fulfilled, so that there will be no gucation of the ";a1ouni you will recover?

The time to think about this question is not after, but before the 6re.

W. R. GHAMBERLI]I & GO.

MORELAND TRUCKS and BUSES MAKE PROFITS foTTHEIR OWNERS

The highert grede alloy rteel ucd in Moreland Truckr and Bwer inrurer light wcight wie drcoglh for

"I\,IAXIMI.JIII PAY LOADS"

Built in ttre Weet for thc 3tlecre conditiour coconntered in the Welt by tbc

LARGEST TRUCK MANUFACTURERS WEST OF CHICAGO

Truckr-? nodeb

Iight higb gnecd modcb

Bgcet-S modcL.

High epeed long di*ancc rtager To bcavy duty trucb. Tdaorbt*aecf"tr*d Li;-.

Lct the Moreland Transport Departncnt rnaLe q suryey of your tranrportetion problor.

MORELA,ND MOTOR TRUCK COMPANY

Fectoricr at Burban&, Celif.

FACTORY BRANCHES:

Sen Fraacirco, Lor A'a3clcr, OeLhnd, Srcrancuto, Stoclton, Frcrno, Betrcrrfcldn Sen Dicao, Srlt IrLc Ciq6 Portland, Spolcnc, Sartr Ana, El Coatro.

"The Song of The Human 2x4"

The song of a human 2x4 And what he did for a town; The song of a dead one-a wise young guy And of lumber-up and down.

The town was the town we all live in, With the very same troubles and joys; The very same streets, the very same stores, The very same girls and boys.

And "Old Bill Jones," with his lumber yard You'Il find in YOUR town today. It's a different man and a different vard. But it's run Bill Jones' way.

Bill said that lumber was trees cut small And trees couLd stand the rain; So what was the use of covering the boardsThey'd soon get dry again.

And s'posin' the mouldin' DID warp a bit; If a carpenter savied his trade He could drive enough nails to hold that strip As straight as when it was made.

Bill purchased his stuff in mixed car lots Of shingles, and boards, and cement, Dimension stuff and lath and sash; And all on the ground it went.

But what did Bill care if his sash and doors Got covered an inch with mould?

For years he had orvned the only place Where any such things were sold.

Bill didn't care whether you bought or not; At an order he wouldn't smile; For selling boards was too much workBut checkers was really worth while.

He had a lean-to oflice shack, A desk. a stove and some chairs.

And Bill and his cronies spent most of their time A-playing away their cares.

And if you wanted a board or two His answer was alr,vays the same:

"There ain't no rush in this here town. Just wait till I finish this game."

One day a young fellow came to town And walked around all day. He talked a little, and listened a lot, And then he went away.

In about a month some handsome sheds Were built on a lot just where You could look out back and see Bill's yard; But Old Bill didn't care.

Said he: "That boy's got a lot to learn.

"Just look at that big expense

"Ife's putting into a lurnber yard.

"\Mell, some folks ain't got no sense.

"I've been in this town for thirty years

"And the folks all know my yard.

"I've got all the trade there IS to get, "And that fellow'll fall down hard."

But the wise young guy didn't worry a bit. He had come to that town to stay

And he'd made up his mind he'd GET some trade If it took him a year and a day.

His stock was clean and he kept it so. His yard was spick and span; His of;fice was pleasant and large and light And he talked like a business man.

He wrote some ads for the weekly GAZETTE

Just like a regular store.

And he didn't just tell that he'd lumber to sell But said a whole lot more.

He wrote that he wanted the men and their wives To visit his yard and see

Just how pleasant it was to do business with him And.how handsome GOOD lumber could be.

Believe me ! They came-all but Old Bill JonesAnd they learned a thing or two.

He showed them some plans of some pretty homes And gave them the prices, too.'

Then he took a ride to the countrv side To show some farmer cranks

How a silo filled would help to build A balance in the banks.

The letters he wrote. the calls he made Brought people into his place;

And the pleasant way he treated them Kept a smile on every face.

The greatest pains were none too great To take. He made everv one feel That they were receiving his personal care And getting a fair, square deal.

And last of all he issued a call For the men to meet one night.

They then and there founded a Board of Trade Which for our town could fight.

That was the thing that woke us up. The old town died right there;

For the wise young guy made a brand new townAnd we call him: "Mr. Mayor."

When they shuffled the cards of the lumber yards 'Twas "23" Bill earned.

But the lesson it taught to Bill was not Any worse than the rest of us learned.

'We're proud of that kid and what he did And we're prouder as time goes past.

He MADE us know that our town COULD grow, And it sure is growing fast.

So this is the song of the wise young guy And lumber-up and down.

The "human 2x4" is you The brace of your own home town.

And you can give the town where you live A portion of what you take.

The lumber yard is the trumping cardIf the boss is wide awake.

For towns are built of houses, you know, And houses are built of wood;

And the man who will see that they're both built well Is doing a work that's GOOD.

Who Pays to Advertise?

(Editor's Note: This very illuminating article by Scammon Lockwood in Collier's is well worth the reading of every merchant.)

Judge Henry G. Ward of the United States Circuit Court of Appeals, in handing down an opinion recently, made the following statement: "Advertising is a method of selling goods which, without increasing their merit, increases their cost."

If this is correct, the matter needs lo<lking into. Conservative estimates indicate that we, in this countrv, are spending more than a billion dollars a year in advertisirg. Lf the sole effect of this gigantic expenditure is merely to make things cost more, we ought to know it, and something should be done about it.

If the judge is wrong, then this statement is merely another example of the fallibility even of judges, and of the danger of public men expressing opinions on matters with which they are not thoroughly familiar.

But judges are not the chief offenders. This statement, or its equivalent, is constantly made by representatives of concerns which do not advertise. I suppose each of my readers has had some salesman say to him: "We can sell this to you cheaper because it isn't advertised, and we pass all that saving right on to the customer."

Now, I believe that Collier's readers would like to know 'for certain whether or not, when they buy an advertised products, they are paying more than they would have to pay if it were not advertised.

Let us consider what I regard as a typical instance of the way advertisi'ng operates. In 1898 a well-known concern began making canned soup. "In that year its ex-

pense for salesmen," said the president of the company in a recent interview, "was 7f per cent, and its advertising was 14 per cent, a total distributing expense of 2lrl per cent." The advertising has been steadily increased each year. Today the expense of the company for salesmen is 2 per cent instead of. 7l per cent, and the expense for advertising about 3 per cent, instead of 14 per cent, making a total distributing expense of 5 per cent. Here is a cut in distributing cost ratios of over 75 per cent, ahd that during a period in which all costs have risen faster than in any other period of which we have knowledge.

Note that I say this is a cut in distributing costs. I say that because most authorities now regard advertising as a part of the cost of distributing a product. It may be trrre that it has no effect on quality, but there are many other costs entering into the distribution of a product which, of course, have no effect on its quality.

The judge above quoted might have said that the employment of salesmen is a method of selling goods which, without increasing their merit, increases their cost. Also, we might mention rent as part of the cost of getting goods to you which in no way adds anything to their merit. Or we might say that transportation is a method of getting goods to you which doesn't increase their merit but increases their cost.

The Cheapest Method of Discovery

But such costs are necessary and unavoidable. Take transportation, it may make an article cost more, but without it you couldn't have the article. We can't have factories making everything under the sun within walking

This Lock Opens the Way to New Profits for Lurnber Merchants

It Locks Stucco to Studding -Makes Walls Rigid as Rock!

Why shouldn't you sell wall-building material, too? Don't let that extra profit slip away. Of course there's no money in sheathing-but there's big money in selling Bishopric Base. Sell it as the strongest background for stucco or plaster on the market. It's a lumber product-selected beveled board strips, imbedded in asphalt mastic-covered fibre board. It's just nailed over the studding. Then, when stucco or plaster is applied, an immovable dovetail lock is formed-the strongest mechanical key known.

The popularity of Bishopric Base is just beginning in the West. Back East it has been the dominating wall building material. Get started now. Send today for free sample and dealer's proposition. Bishopric Manufacturing Co. of California,604-626 East 62nd St., Los Angeles. Phone AXridse 0707. Producing Bishopric Base for Stucco, Plaster, Brick Veneer and Frame Buildings-Bishopric Stucco for Exterior Walls-sunfast Color Stuccoi-Drainboard Composition.

Stockr Now Carrlcd By Tbcrc Dealcn: Blue Dlamond'Co.; Hammond Lunbei Co.; Gordon & Harrlron; Rcid-Platt-Spear, lnc,; Gcorgc L. Eartman Co"; Lor Angclec Lime Co,; Paclfrc Plarter Co.; Gcorgc L. Morrir; Whlttng Mcad Co.; Unltcd Building Matcrlal Co.; Pclton & Lcvec, Inc.; Eagle Rck Lbr. Co., Eaglo Rak; J. J. Hennc, Paeadena; Whitclock Luber Co. Bcll, Calif.

Send for a sample of Bishopric Base and see its superiorities for yourself. Just examine the key that locks the stucco and vou'll asree that it would be hard to invent a stionger iock. T.est the sample every way until you.re convincedthen read the dealer's broposition. You'll immediately see the money-making posslDllttres.

Bishol>ric Mfg- Co., 626 E. 62nd St., Los Angeles. ,Send me free samfle of Bishopric Base ond deoler's proposition as aduertised in Calif Lumber trtlerchant.

Name

Address City State

Bish f.ic Bese

(Continued from Page 38)

'distance of everybody. Do salesmen and advertising perform a function similar to the function of transportation ? Are they a necessary part of the cost of distribution?

I suppose everybody will admit, without argument, that we must employ one or the other. We couldn't manufacture an article and then sit down and wait for people in some mysterious way to discover what it is, what it will do, what it costs, and where it may be obtained. Please do not quote the mouse trap philosopher. It may be true that the world will beat a pathway to the secluded cabin of his manufacturer, but.since no mousetrap manufacturers have built their cabins in the woods-and no other manufacturers, for that matter-we must dismiss the idea. It may be true, as is implied, that the world will ultimately discover you if you turn out a product of superlative merit; but it would take a long time, and I think I could show, if necessary, that it would cost the consumer a great deal more to discover that cabin in the woods and go to it and get his mouse trap and come home again than it would to have the mouse trap brought to his door through the usual channels of distribution. which necessarilv involve cost of salesmen or advertising, or both; rent, tiansportation, insurance ,and a host of other items that don't add anything to the merit of the article, but which are just as essential as the raw material of which it is made.

In some way or other we must be informed what their product is, what it will do, what it costs, and where it may be obtained. Is it cheaper to cohvey this information to us through salesmen, or through advertising or through a mixture of the two ?

The instance just cited doesn't look as if advertising had made soup cost any more. It looks as if it had enabled saiesmen to work more effrciently and so get more out of their time and thus make the product cost just that much less.

It is true that you may pay seventeen hundredths of a cent for the most of advertising in each can of soup you buy. We must admit that the advertising, without increasing the quality of the soup, does, in a sense, make it cost more; it makes each can cost seventeen-hundredths of a cent more than it might theoretically cost if you could knorv without advertising what it was, what it does, what it costs, and where to get itr But in a truer sense the advertising makes that can of soup cost less, or enables the manufacturer to give you greater value, because under the old method the total distributing expense was about four times as much as it is at present. And it is total

actual distributing expense that we must look at, not just one item of distributing expense.

Take another example in an entirely different field. The president of a large concern relates an experience in distributing brake lining for automobiles. Within three months the company opened up more than 2000 new dealer outlets for its brake lining. The work was done almost entirely through advertising

"Our cost," said this executive, "for opening up these new dealer outlets-which, of course, will be a convenience to the public which is needing more and more brake lining all the time-was about one-fifth what we would have spent to get these dealers if we had attempted to do it exclusively by sending around salesmen. This means that for us advertising is a distributing economy. It cuts our distributing cost, and we are able to pass along a proper proportion of this saving to the ultimate consumer. I am very sure that if brake lining was distributed without the assistance of advertising, we should find it necessary to raise the price to the consumer."

A men's clothing store with national distribution recently printed a chart showing the division of a clothing dollar. The total advertising expense was .0183 cents per dollar. If the judge is right, we could eliminate that .0183, which amounts to less than 6 cents on a $3 shirt, and you could get your $3 shirt for $2.95.

This concern has been in business for a very long time, and undoubtedly, if it could save the cost of the advertising, would have done so years ago.

Then

the Bottom Dropped Out

I know of one concern that did think it could save the cost of the advertising. This was the Pearline Compahy. Shortly after James Pyle, the originator of Pearline, died, the people in charge thought that the product was so well established that they need no longer do any advertising. They were at that time spending about a half. million dollars a year on advertising, and the annual profits of the business were said to be well over a million dollars. They stopped the advertising. Almost immediately the business began to fall off, but when these gentlemen realized that they had made a mistake it was too late. The entire business was sold a few years later to a competitor for about $12,000.

The vice president of one of the -larg-est m.eat-qacking corlcerns, in a recent article in "Manufacturing News,f' made the statemeflt that advertising might properly be likened to an improvement in production machinery. "The

(Continued on Page 42)

MSAIIGEI,ESWf, OLE$AI,DNS

Sledc Lumbcr Co.

EZE Ven Nuyr Blds. ........M8ho. Gls

Smith, A. W, Lunbcr Co.

327 Bertlctt Bldg. . ,MAin llll

Suddcn & ChrirtcnroD

glXl Berttctt Btdg.

Teconr Phning Mill

915 E. 62rd St. ,.. .......Axridgc ltTl

Twohy Lurnbcr Co.

Ztt Kcrckhofi Blds. ....BRordwey 0Cl3

Union Lunbcr Co.

Lrnc Mortgegc Blds. ....TRinity Z2lZ

Werhirgton Lunbcr & MlllworL Co.

{t(X Evactt Plrcc . ...DElrwarc Sdlt

llfendling-Nathen Co.

7116 Standard Oil Blds. ..VAndikc t5il2

Willianr & Coopcr

607 Trurt & Sevingr Bldg... ....TUcLcr 50lt

Wood, E. Ko Lunbcr Co.

,1701 Senta Fc Avc. .....AXridgc t0$l

HARDWOODS

El,t4

Hamnond Lbr. Co.

2010 So. Alarncdr St. .HUmbolt l5tl

Hanify Co, J. R.

522 Centrel Bldg. .......MEtro. lllliil

Hart.Wood Lurnbcr Co.

llZl Pac. Muturl Bldg. . ..MEtro. Zl7

Hoffnrn Co., Eerl

707 Marrh Strong Bldg. . .,TRinity 966?

flolmcr Eurcka Lbr. Co.

1025 Vrn Nuyr ,Bldg. ...VAndilcc l?52

Hoopcr, S. C., Lumbcr Co.,

6ll Ccntral Bldg. .....MEtro. 0ltlii

Hoover, r[. L.

7116 Stenderd Oil Blds ...VAndihc E532

Ivcq L. H., & Co.

_ _7ll,V-an Nuyr Bldg. ...,.TRinity ?S0l

C. D. Johuon Lurnber Co.

9ll,l A. G. Bartlctt

Ccntral Bldg. .

Mcycr & Hodgc

Americen Herdwood Co.

1900 E. 15th St. ..Hunbolt l3t7

Brown, Rollina A.

sfS Hillrtrcct Bldg. . ....VAndiLc lS

Coopcr, W. E, Lumbcr Co.

2035 E. lsth St. ....HUnbolt ltIi

Grippcr, Jcromc C.

{lill Security BIdg. ......VAndiLc 7l3.|

Hannond Lunber Co.

2010 So. Alameda St. . .....HUnbolt l59l

Kcllogg Lumbcr Co. of Crl.

Ccntrel Bldg. .MEtro. lTlt

Nationel Hardwood Co.

6ill rdliro St. ......MAin lttDl

Stenton, E. J, & Son

3tth and Alarncda Str. . ... ....Axridsc )i|trl

llfcrtern Haidwood Lunbcr Co.

2014 E. lsth St. ..HUnbolt 6E7l

\f,filron, \f,fm. M, Lurnber Co.

2057 E. lsth St. ....TRinity lzt0

Woodhead Lunber Conpany

572) So. Main St. ........A,Xridgc 57?2, SASH AND DOORS

Amcricrn Door Co.

43i12 Monctr Avo. ....llunbolt CllT

Bcmir

5E3E

- !10 Chapnen Blds. . ....VAndikc t9l2

Moulding Supply Co.

__ ^28:ll Elngrition Blvd. .UNivcr.ity ag2

McCormick & Co., Char. R.

-- _ltq0 Lanc_ -Mortgagc Bldg.

SZrlI

McCullough Lbr. Co.

585 Chambcr of Commerce Bldg..... .....TRinity 0Z96

Ncttlcton Lbn Co.

zt9 Banh ltaly Blds. ......TRinity ?9oi1

Oregon Lbr. Agcncy

_ 915E.62ndSt.... .......AXridgol37l

Paeific Lumber Co.

706 Standard Oil Bldg. ..VAndikc 8532

Rcd River Lumber Co.

_ _536 A. G. Bartlctt Bldg. ...MEtro. lllE5

Redwood Manufacturere Co.

tr8 E. 3rd St. .....VAndikc lt72

Santa Fe Lumber Co.

6lll Bartlctt Bldg. . ..FAbcr 156l A

HANDY DIRECTORY FOR THE BUSY LUMBERMAN

(Continued from Page 40)

old machinery cah, and does, do the work, but the improvement makes possible more production or a better product. Advertising is an attachment to the machine of business, and is not the machine itself. Knowing when to employ the attachment and how to employ it determines whether advertising is an investment or a tax."

I differ with him merely about one word in his statement, and that is the word "production." I consider advertising not as a part of our production machinery, but as a part of our distributing machinery.

The thing that gets most of us off the track in regard to advertising is the fact that we are almost never conscious of advertising's having any effect upon us. We must remember that advertising in the main, acts on the subconscious mind, but that we think about it with the conscious mind. An advertisement may get .some trade name into the subconscious with the thousands of people, which will result in their buying a certain kind of chewing gum without their really thinking about what they are doing. The same thing is true of coffee, a breakfast food, shirts, a pair of stockings, even of things costing a great deal more, and to the purchase of which the most careful consideration is given.

Many of your opinions about things may have been formed by advertising, and yet you have been totally unconscious of the process.

Advertising acts as a sort of lubricant along all the channels of distribution. The majority of executives will more quickly see the salesman of a well known concern. The majority of people will more quickly accept an advertised product. In a recent survey made in over an hundred stores, it was found that 87.6/o of the people would buy an advertised article in preference to an unadvertised article when the price was the same, and that 65 per cent

would buy an advertised article in preference to an unadvertised article even when the price was higher. The advertising may not sell anything entirely b/ itself. It almost never does, just as lubricating oil is not in itsdlf a power, but greatly conserves power by making things run more easily.

Certain defi'nite information about nearly every product has to be conveyed to the people who jobi to thi retailets .who sell, and to the consumers who'use. If the salesmen of the manufacturer must explain what it is, what it will do,_what-it costs, and how it can be obtained to the jobber, and.the jobber's salesmen must explain that all ovei again to the retailer, and the retailer must explain that all over again to each customer, an enormous t-ot of time is consumed. But rvhen the jobber knows exactly what the thing is and all about it, and the retailer has had that information. conveyed to him in advance, and when every customer has been informed through advertising, the product just gallops through these channels of distribution, and an enormous lot of time is saved.

Yourself as a Test Case

Just use yourself .as a test case for a moment. Suppose you have a second-hand automobile you wish to sefi -and that your own time is worth $5 a dai. Suppose you start out to hunt for somebody to buy your car.. You would walk a long way and ring many door bells and talk to a lot of peo_ple, in all probability,-before you found anyone u'ho would even discuss the matter with you; but-vou don't do that. Nobody does it. You write- an advertisement brifly describing the car, and insert it in your local newsparer at a cost of not over $3 or $4, and usually you will get in touch almost at once with d number of fe6ple who, might be interested in your car. Then, if you ire a salesman, your salesmanship works in with what the' advertising started. On a small scale the thing is perfectly sound, and you tnow it is, but as soon as if geti big so that- it -is beyond our immediate observation, rie begii to think that it doesn't work that way.

T\ltlo Ttrings That Are Not True

Unvarying Unr.formity

Perfect matching, side and end. Product of skilled Granil Rapids woodworkers, operating -*h? keyed p split-hair accuracy. Lonflnuous lnSDecttoll throushout the plant. Vire-bound bundl-es, compact'and easy to handle.

NICHOLS & COX LUMBER CO.

GRAND RAPIDS, MIC}IIGAN

Ccata of fre rod toLins

So having first admitted that the judge may be right, and then having. suggested that he was only half right, I now state positively. that what he said conveyed lwo wrong. impressions: First, that advertising is employed exclusjvely for the puropse of persuading people tb buy something; and, second, that it makes things cost more. l!..9 things are_ not true. There is a great deal of very effective advertising done which in itself never persuades anybody to buy anything. If you will just run over iir your mind the expression I have used several times in this article to tell you what advertising must do, you will immediately understand that there is- a great deal of it that does no selling at all. What it is, what it will do, what it costs, and where it may be obtained are items of information that need hot cai.y any efiort at persuasion whatsoever. The advertising co-operates witi other agencies to spread information in the cheapest wav and so accomplish the most economical distribution of a product.

And the economical distribution of products is one of !!r-e greatest and most important problems of the day. What is the difference between the price of what you buy and the cost of producing it ? This spread as it is called, betrveen producer and consumer is too big. We have done a grea deal more in recent years to reduce production costs than we have to reduce distribution costs. Our greatest possibilities for future economy lie not in the further reduction of production costs, but in narrowing this gigan- tic spread between producer and consumer. And right there is where advertising can do more for us than it has ever done in the past.

Now, perhaps you would like to know what proportion

(Continued on Page 44)

Weyerhaeuser Buys at Longview HILL & MORTON OPEN OAKLAND QFFICES

LONGVIEW, Wash., April 7.-The Weyerhaeuser Timber Company, the largest private timber holders in the United States and very extensive manufacturers of lumber in the State of Washington, have purchased'a site on the Columbia river front at Longview for a lumber manufacturing plant. The We)'erhaeuser company has timber enough immediately available to the Longview site to. justify its largest ilant. The holdings are tapped by a newly-completed railroad which at present terminates near Longview. Construction will begin and progress as rapidly as is practicable.

In selecting the Longvierv site, the general manage,r of the Weyerhaeuser Timber Company, George S. Long, said, "'We consider Longview as the best possible mill site on the Columbia river, affording as it does the most economical water transportation, as well as railway facilities for '.hipment, that are not excelled by any location in either Washington or Oregon.

LUMBERMEN FORM ADVISORY GROUP

WASHINGTON, April 6.-Leading men in the lumber trade have been organized by the commerce department into a special advisory committee which will assist the lumber section of the bureau of foreign and domestic commerce in working out export problems. There are about seventy similar committees functioning for other trades and industries, but the lumber group, drawn from all sections of the country, is the largest so far named.

Western members of the advisory committee on lumber are: O. M. Clark, C. D. Johnson and W. W. Payne, Portland, Ore.; A. B. Hammond, Lquis A. Ward and A. A. Baxter, San Francisco; E. A. Lindsley, Spokane; Huntington Taylor, Couer d'Alene, Idaho; G. J. Osgood, Tacoma, and L. L. Chipman, Longview, Wash.

A RECORD CARGO

PORTLAND, Ore., April 6.-The Lewis Luckenbach, one of the two largest American flag freighters, is^ here taking part of a cargo of 8,000,000 feet of Oregon and Washington lumber for New York and neighboring ports. The shipment will be twice the size of the ordinary lttmber cargo. It would make a board walk a foot wide from Portland to the Mexican border with boards to spare. The Lewis Luckenbach is taking its Willamette and Columbia river bookings at the Inman-Poulsen, Dollar and Long-Bell mills. From the river, it will go to Puget sound to complete. The steamer is 528 feet long, 68 feet beam and 40 feet depth of hold. It has an average speed of 14 knots. The big carrier makes the trip from New York to San Pedro in 15 days.

Hill & Morton, Inb., prominent San Francisco B-"y rvholesalers, have opeqed offices in the Nernr Builders' Exchange Building, Olkland, where they will maintain their mairioffice. They will also continue their San Francisco office which is located in the Fife Building. The cotnpany also has a buying office in the Northwest located in the Lumbermen's -Bullding, Portland, with Tcim Driscoll in charge of their Northwest operations.

RTCHARD C. JONES RETURNS FROM NORTHWEST TRIP

Richard C. Jones, Van Arsdale-Harris Lumber Co., San Francisco, hai returned from a two weeks' business trip through the Northwest where he visited the mills and made a survey of market conditions. He went as far north as Puget Sound. One day was spent in insp-ecting- the large mif operations of the Long-Bell I-umber Co. at Longview.

GEORGE BURNETT VISITS BAY DISTRICT

George Burnett, well known Tulare retail lumberman' was a iecent San Francisco visitor where he spent a few days looking over lumber conditions and calling on the trade. He states that his section has had some fine rains and that lumber conditions were showing improvement.

HENRY HINK VTSTI,S SOTITITERN CALIFORNIA

Henry Hink, Dolbeer-Carson Lumber Co., San Francisco, has returned from a two weeks' business'trip to Los Angeles and San Diego. While in the South, he was making i survey of lumbeimarket conditions in the Southern California territory and calling on the lumber trade.

LUMBERMAN DROWNED

Orrin L. McAbee, lor 42 years a resident of Boulder Creek, Santa Cruz County, and a retired lumberman, was found'drowned in the San Lorento river at Boulder Creek, March 26. McAbee had been ill some time. He was 62 years of age and a native of New York.

Why Sell Redwood?

,-\ NE of our good dealer friends in a recent letter jokingly V remarked that from his standpoint one of Redwood's big disadvantages is its permanence-itr great durability makes reptacements unnecessary. Nothing short of a cyclone will destroy Redwood. Fungus does not rot it and worms and insects leave it alone. It is a slow burner. Thoroughly painted, it looks well a long time. Even unpainted, it still rcsists decay. A Redwood house needs littte repairing. But this dealer keeps right on ordering Redwood. He finds that telling these sad facts about Redwood to his customers does not drive them away.

Sometimes he even ventures to remark that according to the U. S, Government Report entitled "PhXtsical, Machanical atd Chemical Properties .of Redutood" there isn't any other wood. either soft or hard, that averages as high on dwability, lack of shrinkage, strcngth as a beam or post, ease of glueing, uorkabilit! and ability to "stay put."

Us Handle Yow Sash a,nd Door Grieft'

(Continued from Page 42)

of the cost of the various things you buy is money spent for advertising. It is very much smaller than you suppose. I have alrebdy stated that you pay seventeen-hundredths of a cent for advertising in every can you buy of a certain kind of soup. Well, let us go to the other extreme. Suppose you buy an automobile that costs around $1000. I know one manufacturer of a car priced at about this figure who appropriates $5 per car for advertising. This isn't bad, is it? In every dollar you pay half a cent toward the cost of learning what it is, what it will do, what it costs, and where it may be obtained. How about a breakfast food? If it is a patented pro- prietary article, you may pay as high as half a cent out of every 15 cents per package. I know of a flour, which sells around $11 a barrel, on which the advertising appro- priation is 25 cents per barrel, or about 2 cents in every dollar.

You are buying a pair of shoes, we will say. Advertising costs of shoe manufacturers.vary considerably, but it would be a hardy one indeed who dared appropriate over 3 per cent. But a shoe, after all, is almost as much a staple as a loaf of bread. Take a specialty; a vacuum cleaner is as good an example as any; here is something about which we must get quite complete informaticin; what it is, what it does. what it costs, and where it may be obtained. Vactium cleaners are undoubtedly a con venience and an economy, so that it is right for us to pay for our own education in regard to them; yet when you

buy a vacuum cleaner the advertisihg cost almost certainly does not equal the wages of a scrubwoman for one day. There is a line of brushes quite extensively advertised on which the cost of advertising is about I per cent brush. If you like those brushes you certainly would not object to having paid a cent to learn what they are, what they do, what they cost, and where they can be obtained.

A concern is' now'advertising extensively in an effort to educate us all to the importance of insulation on piping and heaters in domestic heating plants. They claim that by the use of insulation you can save from one-tenth to one-quarter of your coal bill every year. Suppose you put on insulation to the cost of $10O and save $25 worth of coal every year, What portion of this $100 investment represents advertising cost ? Less than a dollar was spent for the purpose of telling you what it is, what it will do, what it costs, and where it may be obtained. Certainly that transaction shows a profit all round.

When It Doesn't Pay to Advertise

Norv there is another service which advertising per- forms. I think you will admit that, first of all, it is an advantage to feel that the thing you buy is being distrib- uted at the minimum cost. But there is a second advantage in the purchase of an advertised product. It has been found that it almost never pays to advertise an inferior product. In other words advertising has come to be a sort of assurance of your money's worth. No manufacturer could afford to spend his money in advertising and then give you less than your money's worth. No

manufacturer could afford to bottle rancid catsup, give it a brand, and advertise it extensively.

So, when you buy a bottle of advertised catsup, you are pretty sure to get a good sound article. If it isn't good, the money that is used to advertise is will almost certainly be lost. Advertising may operate mainly on your subconscious mind, but if you get stung in a transaction, your conscious mind comes into operation like a gun when the trigger is pulled, and all the printer's ink that was used in forming a favorable impression in the subconscious is worse than wasted. Its effect is almost instantly canceled, and-the amount of positive damage done means ruin for the concern that has failed to keep faith with you.

A company doesn't put advertising money back of a product until it feels that its prdouct is one that will make good. It is true that now and then fake mining stock has been sold by advertising but you don't find any fake mining stock permanently on the market and widely advertised. Advertising is such a powerful force that it is natural that here and there crooks will temporarily avail themselves of it. In fact, in some cases it seems as if crooks had recognized its possibilities sooner thah many upright business men. But advertisers are now very strongly united in an attempt to prevent crooks from using advertising.

I have been in advertising work for over twenty years. I have seen all the phases of it. I know that a lot of advertising is wasteful, and f know that a lot of it is badly ,done, but it doesn't seem to me that that can be

regarfed as a major indictment. We all know that the maj{ity of our lawyers, doctors, engineers, architects,

butgfrers, bakers, and candlestick makers do not possess abfltty of the first order. Supreme ability in any calling isfare. Much advertising is less effective than it should bl, but experience seems to prove that even when hot ed with maximum efficiency it is a less costly aid to odern distribution than anv other as vet devised.

Hoo Hoo Club Ng. 9 Golf Tournament

The First Annual Golf Tournament and Tinx of Hoo Hoo Club No. 9 was held at the Claremont Country Club on Monday, April 6. The lumbermen golfers did "their stuff" on the links in the afternoon, and at seven o'clock, the golfers together with a large number of the Bay District Hoo Hoo members who came in to attend the evening festivities, sat down to an excellent dinner. After the dinner. T. E. (Ted) Hiesins. Chairman of the Hoo Hoo CIub No. g ffi-tfrainhffimmittee. acted as ilIaster of Cererqqlries. The first prize, a beautifuliili€? ctip, whic as donbted by the Hardwood Club of the San Francisco Bav District, was presented.to Charlie'Wilson, Chas. R. McCoimick & Co., for having the lowest net score. The presentation speech was t4ade by Harry White, the President of the Hardwood Club. The second prize, a silver cup, donated

by the Redwood Association, was presented to L. H. Wernecke, National Mill & Lumber Co., for having made the lowest gross score. John Stroud made the presentation speech. Ted Lerch, Albion Lbr. Co., and Nelson Jones, Jones Hardwood Co., were tied for.the second low net prizes. Ted Lerch was awarded the golf bag, donated by the "California Lumber Merchant," and Nelson Jones was awarded the golf clubs donated by Garry Bennett. Rod Hendrickson, President of Hoo Hoo Club No. 9, presented G. T. Williams with a "Kiddies Golf Set," for having won the booby prize for the high gross score.

Ben W. Reed gave an interesting talk on lumber market conditions in California.

," f;oxi.t*, lXi,.ii T"'J', ffi

,*:*?

fornia Quartette sang' several enjoyable numbers.

The following participated in the Tournament:

# ri

R. E. FORD GOES TO LOS ANGELES

R. E. Ford, San Francisco, General Manager of the Cadwallader-Gibson Co. operations on the Pacific Coast, has left for Los Angeles rvhere he rvill look after the company's interest in Southern California, during the absence of F. H. Van Leer who left the first of the month for a trip to Hol'land. George Meisse, who returned recently from a several monthst trip to the Atlantic Coast, is also in Los Angeles and is now representing the company in the Southern California territory.

Prevetat Forest Fire

By installing the Southbend Spark Arrester. This space will be occupied next issue by the regular advertisement oJ the Southbend Spark Arrester Company, office and factoryrT66 Savier Street, Port land, Oregon. California Agents, \il'. H. Worden Company, 126 Pine Street, San Francisco.

Spark Arresters and Fire Prevention

The name South Bend as used in connection with the advertising and sale of the spark arrester of that name is widely known throughout the United States and Canada, where for many years the product has been known and used for the prevention of forest fires.

The manufacture and use of devices for arresting sparks dates back almost to the days of the first steam engines. The South Bend is designed for all makes of steam engines which use the dxhaust steam to force the draught in the smoke stack.

This spark arrester has been manufactured in South Bend, Indiana, for more than twenty-five years, and a branch factory was started in Portland, Ore., three years ago. The growth of the Pacific Coast business under the management of A. M. Harris has been so rapid that preparations are now under way for the building of a much larger factory.

In a talk with a representative of this journal recently, Mr. Harris said that it was the purpose of his company to maintain the high standard they had set in the manufacture of a trustworthy and safe spark arrester, which is so constructed that it can be placed on any stack in thirty minutes.

The California agents are W. H. Worden & Co., San Francisco.

BERTHA'MERCEDES KILEY DIES

The many lumbermen friends of John C. Kiley, the popular representative of the Union Lumber Company, were grieved to hear of the death of his wife, Bertha Mercedes Kiley, on March 30. She was a native of California and is also survived by a daughter Dolores Simpson Kiley. Funeral services were held at the chapel of Halsted & Co., San Francisco.

Ul{ItlN LUMBER Ctl.

Mcmbcrr California Redwood Arocietion

Adcquatc rtoragc rtocLr et Sen Pcdro, for your tradc.

MILLS Fort Braggt cttif.

LOS ANGELES

Lanc Mortgagc Bldg. Phone TRinity X282

SAN FRANCISCO Crockcr Bldg.

Phoae Suttcr 6170

C. M. LeCOUNT ADDRESSES HOO HOO CLUB NO. e

At the regular meeting of Hoo Hoo Club No. 9, held at the Palace Hotel on April 9, C. M. LeCount, Lumber Mill Specialist of the General Electric Co., was the'speaker of the day. His subject was "New Developments in the Electrical Industry." Mr. LeCount's address was very instructive and was enjoyed by the members.

R. S. Firmstone, William Smith Lumber Co., was Chairman of the Day. Following the luncheon, there was an excellent musical program.

President Rod Hendrickson presided over the business session of the meeting. Homer Maris won the attendance prize, a box of cigars, donated by John Stroud. Rod Hendrickson reported on the successful Golf Tournament and Jinx held by the Club at the Claremont Country Club on April 6 and a vote of thanks was given J. E. (Ted) Higgins, Chairman of the Entertainment Committee, in appreciation of his efiorts in making the party such a successful affair. John Stroud announced that the East Bay Hoo Hoo Club had extended a challenge to Hoo Hoo Club No. 9 for a bowling contest in the near future; Rod Hendrickson will have charge of the arrangements and announced that all members who were interested in bowling should send in their names and a date will be set for the trial matches to determine who will represent Hoo Hoo Club No. 9 in the contest.

Charlie Dodge will act as Chairman of the Day at the meeting on April 23. Richard A. Hiscox will have charge of the first meeting in May.

PORTLAND BUILDING PERMITS A RECORD

PORTLAND.-AII building permits records in the history of Portland were broken during March when the total was $4,645,140. The total for the first three months of the year was $10,987,680.

"The Wooil of Ages"

LONG.BELL DOUGTAS FIR

From woods to finished product, LongBell manufacturing standards at Longview, Washington, assure maximum building value in Long-Bell trade-marked Douglas Fir lumber and timbers.

Topping Trees Among the Clouds

These illustrations show something of treetopping, an important woods operation in virgin Douglas Fir timber. Above are illustrations showing the tree topper at dizzy heights. On the right, the tree topper is clinging to the trunk as the top, weighing many tons, crashes to earth. The trunk will sway violently through an arc of from forty to sixty feet.

THE LONG-BELL LUMBER COMPANY

R. A. Long Bldg. Kansas City, Mo.

Lumbermen since 1875

Douclas Fir Lumber and Timbers: Southern Pine Lumber anil Timbers; Creosoted Lumbers, Timbers, Posts, ?oles, Ties. Guard-Rail Posts. Pilinc: Southern Hardwood Lrimber and Timbers; Oak- Flooring; California White Pine Lumber: Sash and Doors

March Building Permits Take Big Jump Over 1924

San Francisco building permits for March topped the same month last year by nearly $500,000.

The report of J. P. Horgan, city building inspector, made yesterday, shows 1125 permits were issued in March for construction valued at $5,130,965. In March 1924, the

value was $4,652,933.

Permits were clas'sified as follows:

Fresno to Hold Concatenation in May

Martin D. Johnson, Vicegerent Snark of the Fresno Hoo Hoo District, announces that they will have a Concatenation in May at Fresno. The date will be announced later. Mr. Johnson, who attended the recent Coast Counties Concatenation at San Jose, stated that plans were now well underway and that they expect to initiate a large class.

M. A. RICHLEY TRANSFERRED TO WILMINGTON

M. A. (Bud) Richley, for the past seven years associated with Chas. R. McCormick & Co. as agent of their San Francisco docks, has been transferred to the Wilmington docks where he will act as Terminal Agent for the interests of the McCormick Steamship Co. "Bud" has a large acquaintanceship among the lumbermen and steamship men in the Bay District. He is a prominent Hoo Hoo member and his many friends in the Bav District wish him success in his new work.

T. D. WOODBURY TALKS TO LUMBER SALES. MEN'S CLUB

T. D. Woodbury, Chief of Forest Management for California, United States Forest Service, was the speaker at the regular weekly meeting of the Lumber Salesmen's Club of San Francisco, held at the Palace Hotel on April 6. Mr. Woodlury discussed in full the timber sales policy of the Forest Service in cutting timber in the National Forests. His talk was very interesting and instructive and was much enjoyed by the Club members.

F. H. RANSOM TO EUROPE

PORTLAND, April 7.-Frank H. Ransom, vice-president of the E,astern & Western Lumber Company has left for a tour of Europe. Mrs. Ransom accompanied him.

ORDER FOR MARKING LUMBER CANCELED

VANCOUVER, B. C.,. March 26.-A recent ruling of the United States that each shingle and board shipped into America from Canada must be stamped "mbde in Canada" has been canceled, said a telegram received by the Canadian Manufacturers' association here.

The telegram, sent by the head office of the association, read:

"United States treasury department has decided to leave case of marking lumber in status quo, therefore the board of general appraisers ruling that each shingle and board must be marked is canceled."

The ruling would have practically stopped lumber shipments to the United States from British Columbia, lumtrermen here said.

SUDDEN & CHRISTENSON

LUMBER AND SHIPPING

AGEN|rS

AbcrdGcr Lrnber .t Ehlnalc Oo. Aberdeen, Ty8sh, Arnerlcan MIU Oo.' Aberd€en, Waah.

Iloqrlam lrunbcr & ghlrtlc Oo- Iloqulam, Wasb.

Prostrer MIU Oo, ProsDer, Ore,

Ilaynrond Lrrmber Co., Raymond, Wash.

Oolumbla Bor & Lrmbcr Oo., South Bend., Wash.

Hulbert IIIU Co, Aberdeen, Wash.

t,ewl! Mlllr & 'Tlmber Ce- South Bend, Wash.

J. A. Lcwl. thlnglc Oo., South Bend, Wash.

61O Arstic Club Bldg. Seattle

E|IEAI[BB3

Breoklyr Raynord Oamcl Oaoba Graya llilbo! Ohnrlca Oltlrtcll|oD Ortlcrlnc G. trddcn. EdDa OlrlrtcD.oD Vlrlta Edti

6th Floor-Hind Bldg. 23O Californb Street San Francisco

9OO A. G. Barlett Bldg. Loe Angelee

tET "IIAIIDV AJIDY'' SELL YOU SERUIGE

OUR SPECIALTIES

California Pattern Hemlock Round Edse Rabitted Siding; White River Quatity Red Cedar Shingler, Star A Star Perfects, Sanded Finilh and Factory Stock

CAR OR CARGO

Wholesalers and Re-manufacturerc

G0.

Portland, Oregon

When You See

the handsome veneer panels of CALIFORNIA

PINE now coming from the Westwood factory you will say they are the 6nest stock for panel doors and interior 6nish.

The figure of the grain is unique and beautiful. There is a delicate softness and an interesting variety in pattern.

CALIFORNIA PINE VENEER comes from the lathe with a surface that requires very little sanding for a smooth finish. For enamel and fat paint as well as for stain and varnish, there is no wood surface superior to CALIFORNIA PINES.

One-side and two-side stock for interior panelling, partitions, dseys-s1qck for shelving, drawer bottoms, furniture back+light in weight and will not check.

Snow blindnese ha.r brought rufrcring to nrany r woodrrnan. It ir worrc in thc Spring when thc run ie high and bright. Ed. F. Rceb of Marquctte, Mich., tcllr how Paul Bunyan got hir rnow glarcr.

The framec were made bV Btg Ole, the blackrmith, out of an old ox yoke and wcre a pcrfcct.6t. Into the bowt, thc lenrel wcre 6tted. Reeb .ay! thcro w€re gmoLed glaer, but ar a natter of fact they wlrc rtove lidc. The eoot kept out the run glarc and iron war ar good ar glart to Paulfor Paul Bunyan could rec throrigh anything.

" Get in Line uith California Pine"

Sash and Doors

C. G. BOCK RESIGN

Mr. Carl G. Bock has resigned as mar Lumber Co. of Oregon at North Bend. He has been succeeded by Mr. R. T. been identified with the Pacific Coast lum number of vears.

"LET'S

GO!"

"There isn't any businesi," wailed th, through,

British market a li publication of a re tice for wood cons

Slated to be the the United Kingd< wood in construc tion, published b: dards Institute, B! the U.S. visuallY the first time.

The Timber Res ment Association trade group, also information sheet

That the hopeful, cheerful hustler aeems to have a lot to do.

I've been in business places where the air wag thick with gloom, And the men were sad and solemn like the mourners at a tomb, And there waan't any busineso or an order coming inAnd, what'e more, there never will be till thoee fellows etart to grin.

"There isn't any cry? -aygn'[ you nreary

Men have caught the gloomy habit and they ait around and sigh;

But the hustler, I have noticed, who has quit his easy chair, And ig conGdently working, aeema to gather in hia share.

It ig time to get the business, it is time to huetle out, With a man'B faith in the future-much too long we'vc scattered doubt.

Much too long we've sobbed and whimpcred, much too long we've talked of woe, Now it's time for optimicm and the hopcful phraae: ..LET'S GOI''

LARGE CONSTRUCTION PROGRAM AT LONGVIEW

There has been a rapid increase recently in the number of residences and business buildings under construction at Longview, Washington,

The construction of. 2I0 homes, four apartments, three business buildings, a dairy and ice cream plant, an oil company warehouse and a new theatre building is now giving employment to many men.in the building trades.

In addition there soon will be under construction a new passenger station suitable for a town of 50,000 population, a new library building and the first unit of a two hundred thousand dollar hospital. Plans have been drawn for a hundred thousand dollar communitv church edifice to be erected at the civic center. Plans hive also been approyed for a "three line" cannery building of the Monticello Food Products Company. This company will shortly erect a building 60x200 feet in size which will have a capacity of 100,000 cases of canned goods per season and will give employment to from 200 to 300 persons during the height of the season.

The McElroy Cbiid,fumber Company, of San Jose, has opened a branch yard dp a recently acquired site on Franklin Street, Santa Clara\

President Approves Important California Forestry Bills

President Coolidge has signed the bill authorizing an appropriation of $50,000 for the establishment of a forest experiment station in California, according to report of the United States forest service district headquarters in San Francisco. This measure, sponsored by Senators Samuel M. Shortridge and Hiram W. Johnson and Congressman Walter F. Lineberger, will place research and investigative work in forestry on a par with like activities in agriculture, forestrv officials state.

A CHARMING COMPLIMENT

The other night there was a banquet in San Francisco, given in honor of a highly esteemed, member of the Bohemian Club, and attended by many interesting men, and old friends of the guest of honor. Many lovely toasts and compliments were uttered, but the sweetest one, uttered by an old friend, was this one:

"When you came into the world, you were crying, and the world was laughing. And when you go out of the world, you will be laughing, but the world will be crying."

HAMMOND CAMP RESUMES WORK

MILL CITY, Ore., March l4.-Hammond Lumber Company started operations yesterday at their camp near Mill City, which has been closed down since the holidays. Approximately 100 men ar,e employed at this camp, the logs being shipped to Mill City. Considerable snow remains in the mountains, but not enough to hinder logging operations.

FORESTRY AID MEASURE WINS

SACRAMENTO, April S-The Assembly today concurred in the Senate constitutional amendment by Senator A. B. Johnson, Pasadena, which would exempt-from taxation forest timber, except merchantable timber, for a period of forty years after the time of planting or rerhoval of the original iimber for commercial purposes. _ The _proposed amEndment already having been adopted by the upper house, the measurC will norv go on the ballot at the next election. The proposal does not exempt land on which the timber is growing.

Proponents of the Johnson proposal contend that by-the contemplated tax exemption individual land owners will be encouraged to reforest- their lands, while at. present, it is said, pro-perty owners failed to pay taxes on their land after the tihbir his been removed, thus making it necessary for the separate counties to take over the property.

PICKERING LUMBER CO. FILE ARTICLES OF INCORPORATION

Pickering Lumber Co. has filed articles of- incorpo-ration at Sonora.- The company was organized in 1899 in Louisiana with a capital stock of $300,000.

MONROVIA YARDS CONSOLIDATE

The Foothill Lumber Company, recently established lt Monrovia, by Mr. Horace W. Mooney, has been consolidated with [he Monrovia Lumber & Milling Company, a pioneer institution established a number of years ago by Mr. Henrv Waterman. I

Mr. Waterman is to be president of the nelv company' to be operated under the nime of the,Monrovia Lumber & Milling Company, and Mr. Mooney will act as manager.

Visualize Your Goods

Even when piled neatly and attractively, LUMBER doesn't explain very much about itself.

The lumber industry hasn't reached the point where habit makes people see WHAT IT IS'and WHAT IT DOES with the same eye.

People buy many raw materials properly. They thinkfor instance-of bread, and cake, and biscuits, when they buy FLOUR, because they have learned the FUNCTIONS of flour, and think of them rather than of the raw material.

LUMBER hasn't reached that stage by any means.

When the lumbermen have educated people to think HOME, SHELF, BARN, etc., instead of LUMBER, just as they think BREAD, CAKE, BISCUITS, etc., instead of FLOUR, things will be as they should be.

STOP TALKING LUMBER AND SHINGLES.

Talk SHELTER in its various capacities.

DON'T have your townspeople think LUMBER when they think .of. you, because -LUMBER does NOT appeal to any of their sensibilities.

But so work, and so talk, and so act, and so advertise. that when they think of YOU, they think of the various wolderful things that your stock will BUILD, that means shelter, and comfort, and luxury, and service, and satisfaction, to the human race.

REDlvOO D-

HAL BALY TAKES CHARGE AT WILMINGTON

-Mr. Hal Baly has taken charge of the Wilmington plant of the Consolidated Lumber Company, succeeding- Mr. Henry J. Meyer, who has been transferred to the Sunset Lumber Company plant, at Oakland, as manager.

CHAS. MILLER ON EASTERN TRIP

Mr. Chas. L. Miller, of the Pacific Door & Sash Comggny_, L_os Angeles, has left for an extended trip east. Mr. H. T. Didesch, managing director of the Milhvork Insti- ttte; H. P. Qr1on, of the American Door Company, Los Angeles, and Mr. Harry Gaetjen, president of ttre Inititute, with Mr. Miller, will attend the meeting of the Millwork Cost Bureau, at Chicago.

Mr. Miller will be joined there by Mrs. Miller, and they will visit several eastern cities, returning to Los Angelei, in about six weeks, via the Panama Cana-I.

..HISTORIC HOMES OF AMERICA'' BEAUTIFUL BOOKLET

A beautiful sixteen page book has just been issued for the Red Cedar Shingle Bureau, by Condon-Milne, Inc., Advertising Service Specialists of Seattle.

E,ntitled "Ifistoric llomes of America,,' the issue is a powerful presentation of facts on the use of Red Cedar Shingles, profusely illustrated from actual photographs of homes throughout the country, where shingles have been used for side walls and roofs.

From tfie House of Quick Shipments

Redwood Manufacturers Co.

We Specialize

HIGHEST QUALITY

A JOB FOR ALL FRIENDS OF THE FOREST

The forest ranger fights your battles on the fire line €very summer. It is hard work and desperate-protecting the nation's forest wealth. Most of these fires are mancaused,-due to thoughtlessness, carelessness, or ignorance. Many of them could be prevented by education.

You can help in this. You are one of the ranger's allies. You can help stop the hand of the man who starts a forest fire.

The big drive,-the opening barrage in the summer's campaign,-is American Forest Week, April 27 to May 3. It will be nation-wide. In his proclamation, President Coolidge calls upon "all patriotic citizens to unite in the common task of forest conservation and renewal."

Here is a job for all "friends of the forest" in California that is worth while. Forest fire is the great enemy of "forest conservation and renewal." Fighting the fire before it gets started,-preventing it,-is good strategy. Every school, club, commercial organization, Boy Scout troop and Camp Fire Girl council should put on a program during American Forest Week that will be an outstanding event of the year. Every Californian should become a veritable broadcasting station so that every one within his personal "zone of influence" will tune-in and get, without static interference, a forceful message that "It Pays to Prevent Forest Fires !"

At No Gr eater Cost

In every phase of life, one must pay for knowledge and experience except in manufactured products. Prices must be kept in line thru economy of production, and the experience of the manufacturer is a gift.

In Veneers and Plywood, we are willing to give you, at no greater cost, all of the experience we have acquired Since '89.

W. *"nrrf.cture from the log, veneers in all cabinet woods, and build stock plywood, or to your specifications.

Hardwood stock panels carried in Los Angeles '/+" and 5-16'-3 Ply, %"-5 Ply, 18", 24" and 30" wide x 48,,, 60,' ^nd 72" long.

THE WORK OF A FOREST RANGER

The Forest Ranger is the "keyman" of the U. S. Forest Service. fn contact with the local public, and responsible for a forest area of from 50,000 to 300,000 acres, he tiansacts much of the business of the Service on the giound.

His work is varied and interesting. It may include: timber sale work, such as cruising, scaling, marking, and enforcement of forestry provisions; regulating the use of forest range_!y sheep-and cattle whiih the"stockmen bring into the National Forests under permit; laying out and building trails, bridges, telephone lines, lookout liouses and other forest improvements; surveying; and compiling the data for necessary reports and statistics.

More important than any of these lines of work is the duty of protecting his part of the forest from fire. He must plan for his fire season with all the care of a general going into battle. He must have his men, tools and supplies organized, and know where he can get reinforcementi; see that his lookout and patrol system is ,effective; and start for any forest fire, in his district, day or night, and see that it is immediately fought. He tries to keep forest fires from starting by showing the public how to be careful with fire, and.by securing the help of his local community.

The forest ranger must be a good woodsman, and know how to use the tools of a woodsman. He has to know how to pack supplies, sometimes on a horse, sometimes on his own back, and give first aid to injured fire-fighters. He must have good mental and physical health, and be able to "rough it."

By reason of what he has accomplished in safeguarding the forest resources of the nation, the forest ranger hai come to be known as a highly useful citizen and public officer-

It is a matter of choice where you buy. 'Write Us

To be a good retail lurnberman of the modern school requires L splendid knowledge of human nature. And the better the Judge the better the business.

$AI{[mil$$l

GEORGE G. CORNITIUS

HARDWOOD LUMBER

/-mcricen Bank Building, Saa Frencirco

Tclcphonc Garficld 129

Chickaraw Brand Oek Flooring

Elliott Bay Fir Panclr

O.rly crclurivc wholcnle Hardwood conc.rn on Pacific Coert

R. C. WITBECK WHOLESALE

Southern-HARD WOOD S-N orthctt

Brucc Oek Flooring

Maple Flooring

1209 Firet National Bank Bldg.

Telophone Sutter 2634

FOR SALE

J. O. ETMER

HARDWOOD LUMBER

Gcnuinc Mehogany

Vcnccrr-Flooring-Panelr

l2lXl Firrt Nrtionrl Benlc Building

Tclcphonc: Suttcr ll)97 :: Sen Frencirco

W. M. BEEBE

259 FIRST N.ATIONA,L BANK BLDG. SOUTHERN HARDWOODS-VENEERS

Supcrior Orlc Flooring, 'Amoricr'r Fincrt"

Scnd nc your inquiricr end ordcrr

Tclcphonc Dorr3lu tllT

McDONALD LUMBER CO.

Firrt Netionrl BenL Building

San Frencirco

Whitc and Suger Pine Douglar pir

P. O. Ccdar Rcdwood Sprucc

Telcphone Garficld 3lt6

A Fine Home-Boosting Window on Main Street Makes 'em Think

The C. L. M. has tallied endlessly'of the advantages to be derived from "selling homes on the main streets of the town, instead of the back streets where the housewife and REAT. home owner never goes."

The ottrer day we were waii.ing along the "mainest" street in a beautiful city, and we stopped to gaze into a. big plate glass window. We were attracted because there were other people already looking in, and animatedly discussing the window display.

'We looked in and were at once attracted because what we saw there was an excellent example of what we have been preaching. It was a HOME-boosting window. The firm inside was NOT a lumber firm. so far as we could see (it was late in the evening and the store was closed) but was evidently the store of a firm of home builders.

In the window there were about a dozen large'and excellent photographs of HOMES, attractively bordered and displayed. They were NOT homes to be built, in this case, but HOMES ALREADY BUILT AND FOR SALE, and each one was thus visualized down on the main street, and in big black type the sale price of each home was shown. It was a mighty pretty and attractive stunt, and the first time we had ever seen it done.

And the window was further set off by several

cally drawn show cards mixed with the home photographs. We stopped and copied the words on seveial oi thim. They were just as attractive as the photos themselves, and read as follows:

"Whose home do YOU live in ?"

".W"''n" g9t lhe home you've been looking for I come in and LET US SHOW YOU."

"Want a 20 per cent increase in your salary? Come in and we'll arrange it. STOP paying RENT, and apply that rent money on a HOME. f[ wiltlncrease your sa'liry fully'20 per cent."

"The good effect of home ownership on your children t:,qlrqlqtely priceless. It creates home spirit, promotes THRIFT, and makes the fireside the SANCTUM of the nation."

Is there any man .who has studied even the rudiments of MERCHANDISING who doubts for a moment that this front street window advertising PAYS ? Shouldn't we sell HOMES, and do our home-building boosting on the front streets where the ladies, the real home buil-ders and home lovers, do their shopping?

Isn't there a thought, Mr. I umber Merchant, in this window, that may help YOU IN YOUR building?

It's Better to Build Friendships than Battleships.

UNIFORM TEXTURE BRINGS REPEAT ORDERS

In Oak Flooring, the first creates the second. Oak trees that grow in one neighborhood or region are alike in color and texture. They derive identical characteristics from old MothCr Nature herself.

An Oak Floor that is made from the Oak of one timber tract will be even in color and uniform in texture- Such an Oak Floor is the most beautiful of all ahd commands instant admiration.

All of us have an instinctive preference for Quality.

Is produced from Oak trees that grow in one region only -all in the St. Francis Valley within forty miles of our plant. Piece by piece it comes from the machines, color iof color and'fiber for fiber. By the car load, the same holds true.

Will you join our ever-growing list of permanent dealers who are finding this advantage an effective sales producer. . Yes, we are ready to quote on all items. Shall we wrrte or wrre,

Write for our interesting boohlet. It's free.

We like to believe that the Lumber Industry's preference for Goodyears and their preference for Quality are one and the same.

Los Angeles Hoo Hoo Play Golf

Forty-five of Southern California's best lumbermen golfers assembled at the Hollywood Country Club on Tuesday, April 7th, for the third of their 1925 series of Hoo Hoo Golf Tournaments.

The course was wet, after the recent several days' rain enjoyed by the southern part of the state, and this lowered the scores somewhat, of the men who would otherwise have shown up to better advantage.

Eighteen holes were played, in the afternoon, and the players were separated into four classes, A-B-C-D, the prizes being awarded for low net and low gross, in the various classes. Prizes were given to Frank Burnaby, Frank Harris, L. H. Ives, Roy Stanton, A. L. Hoover, J. E. LloydJones, H. W. Koll, Bairy Hanawalt, H. A. Graham, H. F. Worthington, C. E. Bonofi, A. C. Pemberthy, L. A. Beckstrom, J. R. Tully, George Bentley, and D. Woodhead. The handsome silver trophy donated at the last tournament by E. llSTiiifa-n-t-So'n;ir. *on this time by Mr. Frank Burnaby, of theSiin Lumber Company, Beverly Hills. Mr. Joe Chapman Fa*v:rrg*i5ii'€*win to his credit, it was decided that the two would play it off, in a private match, to determine the permanent ownership.

In the evening about forty of the boys stayed to enjoy a stag banquet. Clint Laughlin of the Long-Bell I-umber Company acted as Toastniaster, awarding the numerous prizes, and also the four prizes in the Calcutta Pool. These were won by Ed Ahrens, C. E. Bonoff, Frank Connelly and Cliff Bergstrom.

E. C. Miller Addresses Los Angeles Hoo Hoo Club

Jack Whitney, of the S. E. Slade Lumber Company, was chairman at the April third meeting of the Los Angeles Hoo Hoo Club.

Seventy-five of the lioys turned out to see Jack do his stuff, and he carried ofi the honors in good shape. Assisted by F. M. (C"ppy) Slade, as song leader, they injected considerable fun into the rneeting by having a song contest, between the two sides of the table, Cappy betting Jack five dollars, (to be donated far a prize at the Golf Tburnament) that his side could sing the best and the loudest. Jack didn't have a chance, with Jack Ellis, of the Santa Fe Lumber Company, sitting on the west side of the table. Jack could sing it alone; and win for Cappy.

P. J. Leaver won the attendance prize, a mysterious looking bottle, wrapped in lots of paper, but the entire meeting was relieved when it was announced that the bottle contained some expensive perfume, instead of 'something else. __J"!k introduced Mr. E. C. Miller, president of the Grays Harbor Shingle Company, Aberdeen. Mr. Miller has bein speirding some time in California, in the interests of his c_ompaly which is represented in the state by the S. E. Slade Lumber Company, and he told the meeting some very interesting facts about the shingle market, and about what his company was doing with an edtrcational campaign, in the interests of the development of the red cedar shingle inarket.

The meeting adjourned after a short discussion on the coming Lumbermen's Stag Party, to be held at Venice on the night of May first, and reservations for which are now being taken.by W. B. Wickersham, 1100 Lane Mortgage Bldg., Los Angeles.

WSend for it !

The new Nicolai Catalog No. Z5-write to the nearest address below for Your copy.

When you get it'- wet youf thumb andconvince yourselfr page bY Page, that Nicolai doors ate fd.r superiof- beauty, matef' ial and workmanshiP.

Meanwhileryoucanmake no mistake bY sPecifYing Nicolai always to your jobben

Door Mfg. Company

PORTI.AND. OREGON

Cablc addrees: (Acme or Bentley Codc ) "NICOLAI' Portland, Oregon

futhm Addw

28 E.Ioc*sn Bhd. CHICAGO, ILLINOIS

Coast Counties Hoo Hoo Hold Concatenation

The Coast Counties Hoo Hoo held a successful Concatenation at the Vendome Hotel, San Jose, on Saturday ewening, March 28. About 75 sat down to dinner in thi 9l3y R-oqry at 7:N p.m. Vicegerent Snark, Henry L. Wills of Gilro_y- was master of ceiemonies. Following the dinner, Mr. Wills introduced Joseph Hancoek, of San lose, Superintende_nt of Schools, Santl Clara County, as- the speaker of the evening. Mr. Hancock gave an- excellent inspirational address touching on the Hoo Hoo Code of Ethics, home and school building operations in Santa Clara Co_u_nty, ?nd the resources of Santa Clara County.

Mr. Wills also called on Frank Trower. Rlchard A. lliscol, and C. D. Lel\{aster, Past Snarks of the Universe; Rod Hendrickson, President of Hoo Hoo Club No. 9, and Mrs. J. E. Fraser, Secretary of the California Retail Lumbermen's Association, who made short talks. Assemblyman Herbert McDowell of Fresno, who was a guest bf C. l. LeMaster, was called on for a few remarks an=d spoke on the Amendments to the Lien Law that were introduced at the last session of the State Legislature. Of the eleven amendments to the Lien Law introduced before the State Legislature, only two passed and these were beneficial to the lumber industry of the state. Mr. McDowwell said that it was a pleasure to meet the representatives of the Iumber industry who attended the sessions of the State Legislature and he complimented the industry on sending a delegation that was united in its actions against the billi to amend the Lien Law.

()UR PANII ST()CKS

In All Stocl SLo

QUARTERED RED GUM

UNSELECTED GUM

QUA,RTERED OAK

PI.AIN OAK

BIRCH

EIJII

BASSWOOD

WALNT.'T

TOBASCO MAHOG. ANY

BATAAN MAHOGANY

DUALT

OREGON PINE

Ordcn for frctory rbipncltr in rpccirl dhneoriorr rnd conrtmctioa rolicitrd.

Immediately-followingthe din2er, the Concatenation was held with the following Nine in'charge.

Fra ^rv!r!. t Bojum, Rod He

rc++ofn4ilton

Hendrickson ; ; Jabberwock, Bert Neylan; Scri-

_ Vicegerent Snark, Henly ._Lr_ Wills;.- Senio_r }f-oo -Hoo, .ouJurn, r\.o(I flenqrlcr<son; JaDDerwocK, ljeft 1\eylan; scnvenoter, C. W. Muller; Arcanoper, Louis Godard; Gurdon, ! !.^v r!., M LquvyLr, lvurr v\ Frank L. Parker; Custocatian,- Earl White.

The Kittens initiated were:

F. O. Brackett, White Brothers, San Francisco.

F. J. Horta, Standard Planing Mills, Oakland.

Irving M. Crabb, filden Lumber & Mill Co., Milpitas.

Alfred C. Hans_on, S. H. Chase Lumber Co., San jose.

Fred Boock, Gilroy Lumber Co., Gilroy

Clifford Kelly, Gilroy Lumber Co., Gilroy.

During the initiation Rod Hendrickson's four.piece orchestra, consisting of piano, drum, drum-sticks, and "Rod," furnished some fine music that was greatly enjoyed by the crowd. It kept "Rod" busy manipulating the drums and piano at the same time but he made a nice job of it.

After the Concatenation, the members and their lady guests, assembled in the Gray Room where dancing wai enjoyed until midnight.

D. E. CHAPIN DIES

Dorr E. Chapin, manager of the creosoted post sales department of The Long-Bell Lumber Company, died at Kansas City, Mo., April 1, following two major operations. He was 51 years old.

OUR NEW WAREHOUSE

permits us to carry in stoclr a greater volume and variety of stock than ever before, and to handle it with greater efficiency. Your trade demanded the enlarged quarters and now our increased facilities are at your service.

Norman H. Sloane Addresses Hoo Hoo Club No. 9

Norman H. Sloane, General Manager of the California Development Association, was the speaker at the_ regular Hoo-Hoo luncheon held at the Palace Hotel on Match 26, Mr. Sloane gave a general outline of his Association and its work, wiich he itated had 5000 members in the state at the present time. He stated that since 1890, there have been o-rganized efiorts in the state, wbich finally resulted in the drganization of the Galifornia Develoqment Association, w-hose purposes have always striven for the common good of the state. Mr. Sloane spoke on the resources of California, and also told in detail the major activities that the Association was carrying on. In referring to the Forestry problems in the state, he stated that this was one of the rirajor activities to be discussed during 1925 by his Association, and they hoped to egtablish a sound forest policy for the state.

Henry Hink, Dolbeer-Carson Lumber Co., was the Chairman of the Day, and in fitting terms he introduced Mr. Sloane to the Club. There was an excellent musical program rendered during the luncheon.

President Rod Hendrickson presided over the business session. Emanuel Fritz, Chairman of the Public Affairs Committee, presented the following resolutions regarding State Legislation.

1. That the State Legislature and the Governor give Assembly Bill No. 352, pioviding for the appropriation of $150,000.00 for the acquirement of cut-over and brush land suitable for reforestation and water-shed protection, their favorable consideration and make it a law. The Club endorsed this resolution.

2'. Assembly Bill No. 273, which proposes to change the qualifications 6f the State Forester to permit the_appo_i_n!rirent of a non-technical man to that position. The Club went on record as opposed to any change on the qualifications or methods of certification of the State Forester as contemplated in Assembli Bill 273.

3. The Club approved Senate Bill No. 299, wl,ich provides that every- person shall secure a permit cos_ting $1.00 a year for building camp fires. 'Hoo-Hoo Club No. 9 lends its support to thii bill because it will bring home to forest users -their responsibility in protecting forest a-nd brush land from forest fire, bul not as a measure to raise revenue for forest work.

The Secretary was instructed to forward a copy of the resolutions to the proper officials at Sacramento.

The Club endorJed the letter prepared by the Public Relations Committee to Chief Forester, W..B. Greeley, of the United States Forest Service, requesting that he designate a week for nation wide observance of "Friends of the Forest 'Week," also advising that the Club stands ready to do its share to make such a week a complete success.

J. E. (Ted) Higgins, Jr., Chairman of the Entertainment Cdmmittee announced that the first annual Golf Tournament and Jinx would be held at the Claremont Country Club on April 6. He urged all members and their lumbermen golfing friends to attend. R. F. Firmstone will be Chairman of the Day at the April 9 meeting, while Charles S. Dodge will be in charge of the last meeting in April.

BENTLEY BUYS EAGLE ROCK VARD

The Eagle Rock yard of the W-.J. Bettingen Lumber Company has been sold to the Bentley Lumber Company, of Glendale. Announcement of this was made on April first, when the new owners took possession, under the direction of Mr. A. Patter, as manager.

COOS BAY TUMBER CO.

Manufacturers of Douglar Fir and Port Orford Cedar. Sawmills, Marshfield, Oregon

Distributing Plant Bay Poinl

Annual Production 200,@0,(XX) Feet

Certified Public Accountants and Auditors

Accountancy tn all itt Branchec fncortr'c Tax Rcpottc

II25-30I. N. VAN NUYS BLDG. 2IO WEST SEVENTH STREET LOS ANGELES

Offices at:San Francisco Long Beach Ontario Monrovia San Bernardino

Fruit Growers Supply Company

Manufacturcrr of CalifornirWhitc and Sqar PinG Lunbcr Millr et Surenviltc and Hilt, CaL 15O'(XX),(X)O FcGt

olstite

under floors

Moistite is the new waterproof sheathing for building and lining purposes.lt i-s particularlv aJaptable foi use -under hardwood floors "ttd'onlt both old or new sub-flooring'' It is for use under all exterior finishunder stucco, shingles, brick veneer and rustic. Moistite [..p" out moisture, cold and wind, conserves heat and deadens sound. Moistite is welcomed bv the architect, contractor, builder and own-er. lJses for Moistite in new buildings, old buildings and on the farm provide big market.

GOOD PROFIT FOR THE LUMBER DEALER

Moistite means good and continuou-s P1ofits for the lumber ..rdbnilding material dealer'

The Zellerbach Paper Company with -its divisions, is the exclusive Pacific Coast distributor.' Call at the nearest division or send the coupon for samples- of Moistite, descriptive liteiature, the merchandising and advertising plan and other information which shows ho*-y".t can cash in with this new waterproof sheathing.

ZETTERBACH PAPER C(}MPANY

Excltrsive Pacific Coast Dirtributorr

San Franciscor Sacrarnento, Loo Angeler, Portland, Spoftane, Oakland, Fresno, San Diegor. Seattler- 9-"lt-b5.*ty- ,::5;;. ..,...,-r:;:..;iid3$.r::'.d.i}'lldtflfi{}L'-:!'|. *l!! lt-**ft4ffi@&il

- Manufacturcd bY the NationalfapfiJtji:*. "". 60:

The bitumen in IVoistite so thoroushlrt saturates and binds to' peihei the inner fibres, that it be' iomes an integrol Part of the fa\er itself.

Zellcrbacb Papcr Company, 562 Bettcry Strcet, San Francirco, Calif.

Without obligation on my part, please send me samples of Moistite, descriptive booklet and the merchandising and advertising plan.

NAME

STREET CITY

Cut out and mail thie coupon

Shozping M oistite between the f loorand sub-flooring and betzaeen the studding and erterior of tke building.

Here is a microscopic photograph showing the bitumen sealed zuithin the inner fibres of the paper; magnified about thirty-sir times.

Classified Ads

WANT PANEL SALESMAN

WANTED: panel salesman for Southern California territory. _ Prefer one rvith personal acquaintance among the trade, but will intervrew any young man possessing *sales abilitv. Splendid opportunity foi risht -man. Adcl..., box 29-F, care California Lumber I\terihant.

YOUNG LADY SEEKS POSITION

{xperienced young woman stenogralther wants position in Southern California. Have had -years in lumbei work, and know Associational work thoroughly. Want position with. opportunity to advance. Addresi box 30-F, care Cali- fornia Lumber lVlerchant.

WANTED:

POSITION as salesman with Wholesale Lumber Company. Two years' experience. Best of references. Address Box A-40, care California Lumber Merchant.

Assistant Mill from plans, draw ences, age, and if BOYD

WANTED:

Superintendent, one who can take list details, make estimates, etc. Give re{er- married.

LUMBER & MILL CO., Santa Barbara.

\vANTED

Pasadena retail firm .ivants live, rvilling young man to attend to books and collections and assist in office work. Experience in estimating and meeting public very essential. Some knowledge of typewriter desirable. Those ready to prove themselves and submit references at interview may reply in own handwriting giving experience and particulari. Address Box A-39, care California Lumber Merchant.

RETAIL YARD for sale, excellent location on Suburban Boulevard, Los Angeles. Yard doing a good business and making a profit. $35,000 cash required. Address box A-38,, care California Lumber Merchant.

WANT TO SHARE OFFICE

.I,os Angeles wholesaler wants to split office space with hardwood man, sash and door iobber or redwood representative. Splendid office, good location, ideil parking facilities, and the expenses are reasonable. Address Box 28-F, care Califofnia Lumber Merchant.

EXPERIENCED LUMBER EXECUTIVE

Desires to invest $15,000 rvith services in sound businessWide experience and excellent record stump to consumer. Address Box A-37, care Cali{ornia Lumber Merchant.

ACCOUNTANT OPEN FOR POSITION

Wants to locate in Southern California. This man is thoroughly experienced in all branches of lumber yard bookkeeping and accountancy, is capable, and would make a valuable addition to any organization. Communicate with the Los Angeles office of ,,The California Lumber Merchant" for particulars.

FOR SALE

Lumber business for sale, and property (3% acres) for lease for long term of years. One-of'the finest l-oca!i-on9 in Los Angeles County. Will. require $35,- 000.00, besides lease. Terms, cash, no trades. Address "B-H," care California Lumber Merchant.

HENDRICKSON LUMBER COMPANY

Wholerale

ll2 Market Sueet Sutter 387-398 San Francirco

Telephonec

Cargo and Car Shippers. Fir and Redwood Your Inquirier Solicitcd

WANTED

Lietingr of rmall retail lumber yardr anywhere in California that are for rele. Have many inquiries for yarde from glQofi) to $3srofi). small town yerdr preferred. Should you have anything attrastive to offer eend full information immediately.

is the door that

will not wdrp or twist!

There's a, gua,rdrutee behind this trade.mdrk

"More profanity," declares a popular lecturer, "is due to fruitless attempts to open tight doors than to any one other cause."

Fact is, the trouble isn't due so much to the negligence of the man who hung the door as to the construction of the door itself.

By applying a scientific principle to wooden door construction, Laminex has overcome this fault. The cost of Laminex doors throughout the ordinary home, moreover, is only a fraction more than the cost of ordinary solid doors. Rehanging or replacing of just one warped or twisted door would cost much more than the little extra paid for Laminex.

Laminex is made of old-growth Douglas fir-with flat grain stiles, rails and panels, or with vertical grain stiles and rails. Laminex is the achievement of 36 years' research by the world's largest door manufacturer. It is built up by a "crossing" of layers called "lamination," and combining under tremendous pressure with a wonderful waterproof cement-much different from doors with solid stiles and rails, which have no countercheck against warping !

Progressive jobbers handle Laminex. Send for complete plan of merchandising cooperation for dealers. We will also send you an actual sample of Laminei wood, so you can make the famous water test, yourself. THE

OSGOOD COMPANY, Tacoma'Waolu

S INCE origlnated a year ago by lne l-ofest Proclucls Latbrabr!Uniwrcity oJ. \{/ashingan, thii Jamous Lamrner water tes, hda been swcess{ullv rebeoted b! Dqyton Sosh ahd Door Coipqny, Dqyton; McPhee qnd McGinnity, Denuer; Hortmn Company, Nru Orleorc; 'Tacomq "Own Your Home" EtbositionTacoma: Cole Manuiuturini Com ba n!. M embhis : Iti cCauleiBrc;hly;: CaLijornii I ndustr iii Etbosrt ion, San F rarc isco : South Tetas Fair Bnumont : and, other leading d.oor d.istrihttors and, building .materiaL eepositions. Uncler lhrs rrgor&s aest, nO Laminex d@r h6 ewr wrbed or @ru aPart!

Sala Ofrces: Neu Yorh, MemPhis,l,os Angeles, Jan Frani isro, Shokane, London, Ensland Chicago

I I

There's real big money being made in the sale of Pabco Shingles for reroofing jobs-they can be laid right over old shingles. There are Pabco Octagonal and Square Butts for those who want the bestand the Pabco-lok

for those who want an inexpensive shingle. The Pabco-lok costs no more in most localities than ordinary wooden shingles. Pabco Shingles come in non-fading natural mineral shades of red, green and blue black.