That's Your Business !

In the advertising pages of this issue of The California Lumber Merchant is an announcement of a new MetroGoldwyn-Mayer motion picture, WOOD GOES TO WAR, in the making of which the public relations staff of the American Forest Products Industries assisted. This is a trump card in AFPI public relations work and bears a vital interest for every reader of this magazine.

The campaign, which was launched a little over a year ago to counteract arrant public misconceptions about our industry, is nolv fully manned and implemented and can reach its full effectiveness through the cooperation of every one who draws his living from the forests, directly or indirectly. In the intense competition that is sure to follow this war, public prejudice, pro or con, will make us or break us. This is the time and this is the opportunity to exert a little effort to make that prejudice pro and write some good will insurance on our yards and our jobs in the wood business.

Headquarters staff in Washington is turning out highquality booklets, rnagazine and newspaper articles, posters, charts, movies, and radio material. It has well-developed channels for reaching the broad, national public. But public relations, like charity, begins at home. To reach the home folks the most effective approach is through the home folks -the men on the firing line of the industry, the retailers and their employees-who know and are known in their communities. That's YOU and it's your business !

Following are some of the good will tools available for your use with suggestions as to how you can apply them in your own home town.

Three booklets-AMERICA'S FORESTS, TREES FOR TOMORRO'W, and NEW MAGIC IN W.OoD-intended primarily for school use, tell the basic story of American forest enterprise. Nearly a million copies are already in classroom use. They are also effective with grownups. In addition to arranging for their use in local schools, every forest business nan should have a few copies for distribution to his associates and friends.

Quiz games are education without pain. Let's get people asking questions about our business-and make sure that they get the right answers. PAUL BUNYAN'S QUIZ BOOK, now in preparation, should be in the schools of your town, in doctors' and dentists' waiting rooms, in the library, and at Scout headquarters.

Mats of ready-to-use newspaper advertisements, featuring the value of the forest industry to the community and the steps it is taking to assure its permanence, are furnished free. Get a catalogue and run a series, yourself, or split the costs with your local industry colleagues.

The full-color, 28x34-inch map, WHERE WE GROW OUR TREES, which locates America's forests and the distribution of species, should be on display in the school rooms and libraries of your town-and framed in your own office.

The chart, PRODUCTS OF AMERICAN FORESTS, is an eye-opener to the layman.. Few people realize how many important products come from trees and this threecolor companion piece to the map visualizes the list for them.

Four, high quality, colored posters, 16x2Ginches, tell pictorially the story of constructive forest management. Primarily intended for use on classroom bulletin boards, they should be on display at the railroad station, in your officewherever people congregate.

When you are called upon to talk before a group or over the radio, you may need some material. SPEAK UP is a booklet of speeches and speech material on the forest industries, tailor-made for your use in developing new friends and respect for your business. It also serves as reference in writing advertising.

OUR GREAT AMERICA is a weekly cartoon in the believe-it-or-not style sent in mat form to any newspaper requesting it. Each issue contains one forest "plog." FOREST FACTS AND FIGURES is a periodical release of ready-prepared editorial material. Offer these services free to your local editor.

TREES FOR TOMORROW is a great forest industry "movie" in two reels with sound. You can offer the manager of your local theatre the use of the picture free. Or you can have a 16 rnm. sound print for showings in schools and clubs. Descriptive literature is available.

WOOD GOES TO WAR is an M-G-M "short" of great value to the forest industries. Ask your theatre manager to show it in his regular schedule.

Seedling trees to be given away as an incentive to replanting may be procured through the AFPI public relations headquarters.

None of the "good will tools" mentioned here are for sale. Free use of them is urged on everyone in the forest industries. More detailed information and samples can be procured from American Forest Products Industries, Inc., 1319 Eighteenth Street, N. W., Washington, D. C.

Amendment 4 Revised MPR l3---Plywood Distribution Plants

Plywood distribution plants must use the carload mill prices for direct sales as their basis in computing ceilings for Douglas fir plywood, the Office of Price Administration announced.

Amendment No.4 to Revised Maximum Price Regulation No. 13 (Douglas Fir Plywood) inserted the word "carload" to the term "maximum f. o. b. mill price" to formalize what has been the recognized method of pricing and to avoid possibility of technical errors in computing ceilings.

OPA pointed out that the example originally set out in the regulation shows the correct method of computing the distribution plant ceilings and uses the carload mill price as the proper base price..

The provisions of the regulation allow certain additions, such as inbound transportation charges and specified markups, to be made to the base prices for sales by distribution plants.

Today's amendment became effective April 27, 1943.

On The Job Again

M. R. Gill, Los Angeles, is back on the job again as salesman for Schafer Bros. Lumber & Shingle Co. He spent the past eight months in the army, and after basic training at Camp Roberts was stationed at Fort Benning, Ga.

KAVANAGH-SMITH

Mel A. Kavanagh, sales manager, Oakland, was married to Florence April 10.