A Powerful Presentation

b A. 7. RUSSELL, President Santa Fe Lumber Co.

To the writer, the most interesting features of "100 Per Cent MACHINE STAINED SHINGLES," are dhe following:

First: The strong probability through this medium of interesting the dealers and the public in the use of "better shingles."

Second: The wonderful opportunity for the live distributor of building materials to sell service and satisfaction at a profit to himself and at the same time encourage the building of better homes, both in design, appearance and perrnanency.

Considering the first, it is quite needless, we are sure, to argue the desirability of the shingle roof. We believe you are convinced of its superiority in every respect, even outside of the fact that wood naturally has an appeal to every one as a building material and particularly so to the lumber merchant.

There is, however, quite a grea,g deal to say about the grade and the thickness of the majority'of shingles used on roofs in California.

Personally, the writer considers a GZ-L6 inch Star Cedar Shingle immeasurably superior to any patent roofing, but there are other Cedar Shingles of a 'heavier nature and a better grade that merit attention.

Only in California and Texas are GZ Stars considered as Standard for roof construction ,on residences. It is a humiliating thing to confess dhat the average retailer in California is quite ignorant of the better grades, their cost per unit, cgst based on exposure to the weather, their size, grade specifications and the use for which they are best adapted.

It should be noted however, that this is not by tany means the fault of the retailer; rather that of the manufacturer and the wholesaler. The former has been content to execute simply the order at hand. The latter is, as a rule,'no better posted than the retailer. Neither the manufacturer nor the ldholesaler has made any attempt to inform the distributor, vy'ho sells the goods to the ultimate consumer, what the user can get for his'money in the way of wooden roof covering and what is 'best suited to his needs, nor to point out the truest economy.

A shingled house, both roof and side walls, is the best and the cheapest in the world, in the writer's estimation.

Paper napkins are cheaper than linen, but hardly as servicable or as econom.ical over a period of years.

When the dealer sells a home-owner a shingle roof he is selling service. When the retailer sells, or advertises, patent roofing, he is boosting for the plumber, the hardware store, the general merchandise fellow and the second hand yard, to say nothing of the mail order houses, all of whom sell some sort of patent roofing, while shingles are sold only to the lumber trade and stocked <inly by the lumber yards.

Whether "100 Per Cent MACHINE STAINED SHINGLES' come generally into vogue or not, they will have s€rved a great purpose, if they arouse a demand for a strict- ly clear, vertical grain, heavy butted shingle, on residences, whether maihine or brush stained.

Every effort to "outlaw" shingles has had its inception in the use of thin, slash grained shingles, which have perhaps cupped, curled or split, allowing a collection of dirt, leaves and dust to accumulate between and under the shingles all oX which is claimed to be morer or less of a fire risk.

The heavy butted, vertical Shingle lays flat and is fire resistant.

Creosote machine staining aids very materially in producing a flat, even roof that is still more resistant to lire and exceedingly so to rot.

As an example of what the retailer can accomplish with heavier,.vertical grain shingles, in other words, "better shingles."

Last Novem'ber a lumber yard in Sacramento purchased from us a carload of 3-2-18 inch Special Shingles, l0O per cent vertical, 100 per cent clear. The architects and the builders in Sacramento have been so impressed with the effects possible with these, both on sidewalls and roofs, dhat this yard is ,now on their fourth car, while one of the other yards in Sacramento has felt the demand and has stocked 4-2---20 inch Specials in the same grade.

So far as we are aware, no general advertising has been done. 'fhese high grade shingles have simply sold themselves. It is of further interest to note that a few days ago we received an inquiry from a small town north of Sacramento covering 75M--2O inch Specials, lfndoubtedly this order comes from the satisfaction experienced by users ir Sacramento and we feel that this last sale will lead to a further demand for "better shingles."

A home with shingle sidewalls is cool in summer, easily heated in winter; takes very little trim when erected and no upkeep to speak of ; it is many times better than a stucco house and costs very much less; it is cheaper than a rustic sidewall and we believe, better.

Another example of the great econo,my and desirability of "better shingles."

Trvelve years ago the writer built a home in Oakland. The roof is covered with redwood shingles, has been stained four or five times, and needs it again. If this had been machine stained, we are confident one brush staining, since construction, would have been sufficient, but for the moment, we are on the subject of "better shingles."

The sidewalls 'are 5-2 fu-18 inch Perfectio:r Cedars. These have never been stained, painted or treated, simply allowed to weather and are in as good shape now as the day they were mailed on.

Consider the difference in upkeep during the twelve yiars, as compared to rustic sidewalls or sidewalls o{ any other material. l-he writer is convinced that the retailer is doing the buyer no service in selling him the cheapest home that can be built. Further. that neither in initial nor in final cost. is the builder receiving the most for his money in the ordinary cheap construction, such as is .prevalen't in many parts of California.

To the retail lumbermen of this State, belongs the credit for the great and marked improvement in the design and (Continued on Page 73)

(Continued from Page 68) ciation bdhered strictly to the above distinct services to ahe retail dealer, and ihe retailer when buying Redwood lumber was not speculating in an unknown commodity. J. M. Shepard, of Friend and Terry Lumber Company, Sacramento, and S. P. Ross, of the Central Lumber Company, Hanford, members of the Sacramento Valley and San Joa- quin Valley Lumbermen Clubs, discussed "Redwood from the Retailers Standpoint." R. F. Hammatt, San Francisco, Secretary-Manager of the California Redwood Association, talked on the "Position of the Redwood Association." Mr. Hammatt spoke on the Association service to the retail dealer and also referred to the reforestation and conservation work carried on by the association. He stated that the function of the association was to serve the entire industry, both the retail lumberman and the manufacturer. R. A. Hiscox, San Francisco, President oi the Western States Lumber Co., talked on "Redwood from the Wholesalers Stairdpoint." IIe mentioned the good effects to both the retail dealer and the wholesaler resulting from the stabilization of market prices and also gave an interesting talk on the demand for Redwood lumber in'the San Francisco market, during his long experience in the fetail lumber business in the Bay District. Prof. Woodbridge Metcalf, of the UniVersity bf California, gave an instiirctive discussion on Redwood, and spoke in detail of the Forest Nurseries at the Pacific Lumber Company, Scotia, and at the Union Lumber Co., Fort Bragg. He then referred to the work being carried on at the lJniversity by the Forestry Division. Thursday, found the large m,ill and plant of the Pacific Lumber Co. at Scotia, the objective of the party. Representatives of the Pacific Lumber Co., conducted the various groups through the mill, p,laning mill, loading sheds, and remanufacturing plant. The party was the guests of the company at a:splendid luncheon, after which, H. E. Crawford, vice-president and general manager, welcomed the visitors to Scotia and expressed his wish that they would all, collectively or individually, return again soon. After three rousing cheers for Mr. Crawford and the Pacific Lumber Company, the party inspected some lumber produced from second growth Redwood and the company's forest nursery. Percy Brown's mill and plant were inspected later in the afternoon, after which, the party continued their journey south to spend the night at Garberville, and in cabins at Richardson's Grove under the giant Redwoods. Friday morning, found the party homeward bound, planning to reach their respective destinations Friday and Saturday evening. The plans for this enjoyable and instructive weeks trip were under the supervision of R. F. Hammatt, of San Franclsco, secretary,manager ot the California Redwood Association. Among those who

Got Back At Him

A city man wrote to his brother in the country:

"Thursday we auto'd out to the Country Club where we golfed until dark. Then we motored to the beach for the week end."

His brother on the farm wrote back: made the Redwood !.!p *9I9: W. F. Baird, UrhFr,$tlg", Pine Co., Madera; Mis. W. F. Baird; E. D. White;nd Vrs._E. D. White, Oakland; O. H. Miller, Krox Lumber Co- Sacramento; Mrs. O. H. Miller; J. H. Shepard, Friend *-Tg..ty Lumber Co., Sacramento; Mrs. J. H. Shepard; F. W. -Burgess, IJnion Lumber Co., San Francisco; R.' E. Caldwell, Little River Redwood Lumber Co., San Francisco; Chas. Shacer, Citizens Lumber Co., Kingsbury; Grant Wills, Centnal Lumber Co.. Gilroy: Mrs.- Grahl Wills; R. F. Hammatt, secretary-manager'of the California Redwood Association, San Francisco; Frank Mulgrew, California Redwood Association, San Francisco; W. I. Hutchinson, U. S. Forest Service, San Francisco; Dan E. Eymann, Western Lumber Co., Reedley; Mrs. Dan E. Eymann 4. J. W_.del,_ Western Lumbei Co., Reedley; Mrs. A P.,Wedel; S. P. Ross, Centrral Lumber Co., Hanford; Stl l.P. Rggs; B.R. Duval, Ripon Lumber Co., Riponi P. T. Burns, Moron Lumber Co., Bakersfield; W. R. Spald- ing and Ray Clotfelter, W. R. Spaulding LumberCo., Visalia; Roy B. Burnett, Burnett Lumber Co., Tulare; Frark Jaclcson; Henry Dassen; G. H. Young, California Door Co., Folsom; Mrs. G. H. Young; W. W. Boyd and Mrs. W. W. Boyd, Venice Hills; Mead Clark, Mead Clark Lumber Co., Santa Rosa; Mrs. Mead Clark; Charles E. Dobie, San Francisco; Jim Farley, Pacific Lumber Co., San Francisco; Geo. 'Weir, Coos Bay Lumber Co., San Francisco; Chas. R. Fulweider, The Bulletin, San Francisco; Fredrie W. Ganzert, The Chronicle, San Francisco; C. H. Cutter, Cutter Mill & Lumber Co., Sacramento; Mrs. C. H. Cutter and Miss Cara-May Cutter; J. C. Carley and Mrs. J. C. Carley, Sacramento; J. A. McWatters, Califor:ria & Oregon Lumber Co., Stockton; Mrs. J. A. McWatters; Fred Holmes, Holmes-Eureka Lumber Co., San Francisco; Mrs. Fred Holmes; L. Bonestel, Peoples Lumber Co., Ventura; Mrs. L. Bonestel; W. G. Schoneman, Citizens Lumber Co., Selma; Walter Baker, Hendrickson Lumber Co., San Francisco; Miss Marcel Wrabeck, Sacramento; H. C. Kofoid, Kofoid Lumber Co., Caruthers; Mrs. H. C. Kofoid ; J. F. Wright, Brey-Wright Lumber Co., Porterville; Mrs. J. F. Wright and Miss Marjorie Elizabeth Wright; Miss Eaglesone; L. H. Goddard, Hendrickson Lumber Co., San Frarcisco ; Mrs. L. H. Goddard; Miss Rita Booker, San Francisco; R. F. Wells, 'West Turlock Mill & Lumber Co., Turlock; Mrs. R. F. Wells; A. E. Johnson, Laton Lumber Co., Laton; Mrs. A. E. Johnson and Miss fone Johnson; Lloyd Ifarris, Holmes-Eureka Lumber Co., San Francisco; Mrs. Lloyd Harris; R. A. Hiscox, Western States Lumber Co., San Francisco; R. Hamilton, Pacific Lumber Co., San Francisco; and J. E. M,artin, The California Lumber MerChant. San Francisco.

"Yesterday we buggied to town and base-balled all the afternoon. Then we went to Ned's and pokered until morning. Then we muled out to the cornfield and gee-hawed until sun down. Then we suppered and then we piped for a while.

After that we stair-cased up to our room and bed-steaded until the clock fived."