PII{E HOMES

Tr., ;Lrtrtrl rhe vairre of lrrmber by thc pricc per rh,rusrrrd frtt it is necetsan' io .lererm.inc ri'lrrrher on,;t it is the lrrml.er best suitc.l t(] the purp{)se. lfhat w.11 be the e,rst ofconverring itirrtoa sirr:ciurc2 Whar kind o{serlicc u,tll ir rendcr'\.hen once in plaeei' Thest'arc rhe prtintr you sh.ruld (\)n!r(lcr rrrJ Jcrcr mrnt lt.f,'rc snlcctin.t )..our lunrl.cr. l-or thtse 1,r,rrrrr meJsrr( $ve lil,n/:er' t,tlu. 'l irc vise farmcr rvill \l'ant to kngg. s,hir:h <.rf rirs r', r l<l,ls - l. Iiglrt i:t wcighr hcni,.cd\\ fr, l).r,.ll(. Iu casr!r caqqd, (ur and \urfdcr(l nnd q.rll rakt. rrrJ l,,rl.l 'ri,l. u rrhour sl'lrrring.

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U ,tt rerdiir rrl c rr,J huld prrnr. rhu. lei<enrng nec,l ,,1 repilrlUrl]4. ( rr, i)( nut in Ilr. c m,,sr rr1rJ11. li st rr,ng crrorrglr li,rthclcrvr.c rc{'rrrrd rvrth',urra.rrh\trr! sr)4,('r){llcr hrr. qurlirrrs f0r i srrt.rrgrlr qhr,lr,s nor ll{)\\ t{) 1urlge the vaiuc ol lrrnrber, hoq ro ger th(. rrtrn,)\t in rrrritc from the lrrmhcr you bui, hilu ttt lr.rn,llr lunrber. dre the chief furl'oses ofour free book

"Son:r Dollar Sensc Atrout Lurirbcr on rbe Fxfm." Ir r: lrrll,r' iliustratcd with beautiful phort:graph; of 6ne irr nr builJ rngs and is brimfull of hblpful, pri.rital sugrrstio:rs. lt rs a hook you'll firr.l useful eyerr. .lar. SenJ trrr ir. li:e rht coup6n.

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the tc'clrrrical rlrralilit'. of llrt' rr',,r,rl lr:rrc' lrcen rlu't'lt trp,rtt. n'itlr spe cilrc ittiornuttion its t' thc :L1r1rlic:ttiotts [,'r' s hiclt ('alii,rrrrirL yrine is ntri.t sttitlLlrlt'. 'l-'hr' :Lr'lr crti:ing colrr- ltl: :trtsst'rl tlte n:rtttc. itll(l altcntion li:1. lrt't'tt attt'ltt'tt'rl lrr"tlrt: ru:t'oi 1ri'n-anrl-irli rlt'au'ings of tltttttrl, rr:til sizt', illrr.trlLtirrg tlrt'rr:rr. irr rr'lriL'lr tltt rnlrtt'riltl h:1. l,r't'r ttserl t,;Lrlr':ttttrtqt in lrrrilrlirg.

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T\()O?.smr.c..rrl,l'''','f;' t -'nr:, r,,r'u .l s;isn.!- !r chargr: ic*rnrcrl:lrtrr< coatliti*s Crlrlonia lincr irrt the nlinjoilo <tr..'!tiadi." afll

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T*!aol+ei5t fsmlv *ir! ** li. S ltovernseba F.)t' ts Fralais hbo.arry l llldlrrr! \t' jrconi{ sd nr,r axrft'l *{ir r}'i! rscj{i*r' Hco;i}l.llLdlr 3i:i.r vu i*qamrs trr sl6'p1,v sf€ciai i.rra fur \p{.;i.{i.{i3. trlx rhro n.c nrlt.on d' rs ''r r ' rrlJr utr-J{ r"rr CrIf'xoL \htc Pir:od(rlrti rar- i.,rrP'nc \l, r dt rlrr Lrn { m nufaro* ',f o r.r ,'r *ndr .r, I p*l dc i nrule '1o q&atl, uf rntx hR s^ii f 'm;

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Clin this coupon. pmte on tc postal. nrail todrr

California Whitc and Sugar Pine Manufacturers Association tltt |r-,tu,r' ,l Cdhlcntu tt htte Flr , dahlbwa'Dor*lat Fir ' (rt&'/s'r ts,.r,. L.a!

OO0 Call Building San Francisco

Pleasc scnJ rne ),our free book "Somc

Nrnrc Street or R.F.I)

Post officc -

", I tt ttirLt'1 i.rr'//rr'ir1 itt t lrc I tlricult ttrtrl,\ [ oqu:ittt.t.' in clistrilrrrting the farrl lrotili to thcir crrlstolners. [Ian,r" rlcalers h:rve frrlrrislre<l narrrt'. rii proslicctive farn) lruilclels to u'honr the r\<lvcltisina I )t'liartnre rrt :i('lr(ls th(' lit clatttrt' "u-itlr thr conrplirrrcrrts" t,f tlrc clealcr crpresscrl irr un:rc cotttp;rn-r'ing letl cr.

'l'hc lrrrilclirrg llclrl has licrn coverc(l lr_i'advcrtising tlirectc(l to architt'cts, builrlt'rs. c()l-rt1-act()rs an(1 rc.rltors. I Icr-c

California r$fhite and Sugar Pine Manufacturers Association t rll EurJ&ng ul Fr.rito

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"()ttt olt lltc l,LluticLrl ttti.; .l or rti'c/ti1r'r 1.r' rLttt! ltttilitr.s."

()nc,,i tlrr: icrtlrrrcs r'f tht'c:un1)ai!n in tlris 1lelt1 lras itcerr llre crr':Ltion oi rL tt't'lrnic:Ll sc'rr icc ior :ttcltitect. :Lrtrl lrtrilrlcrs, u illr tlre olft'r ,,I technic:t] iL::istiulcc to ht'l1r s()lvc :t1l-\ prolrlcrtt rclating 1, tlte l)rol)t r use oi tltt' u-oo<1. I'.rtgirtecrs in thc olllcc oI tlrt' ;Lss<.rci:ttiott li:rtrrl]t' tltis serr tt'c.

-\ ttcu' serie> .i :trchitcctilrc antl lrtriltling aclvt'rlisctltetll: h:ts rcct'ttti_r- ltttn star.tt'rl, irr it hich "(,al" l'itrc is llon' irrorre'lr1 itr to arlvire thc rLrclritcct arrrl lrrrilcler.

In llrc arclrilrctllral:Lrrrl lrrrilclittg lrelrl tht trtcrlittttrs ll:tvc incltrrli'rl'\rcltitcctttral Iit'cot'rl. I)trrt'ii l', rittt.. -\rchi.cclttllll liolrrrn. -\nttrit'ritt -\rclritcct, l'acillc (.oast -\r'c1ri1tct..\llrt'ric:Ln lirrilder-, Ilrrilcling .\qt' arrtl \:rti.rral ltctrl llstittc .l 'rrr:1l:rl. ln iLrlriiti,,rr ltitr'('rl(',.' rlat;L ltrLs 1rt'ert lrrrlrlished irr tlltl lrr-t'lrittctttntl rt'Icrctrcc'lrr,,,lis.5tl('it:rs 5\\'t('t's.\r'chi.ccttrr:r l ( irliri(,gii('. I l,itnc llrril<lt'r's (':LttLi,,g tllt(l \\ (':tel-tl ( lttltlog 5r'r-r icc.'l'hc rr:rtcrial oi tlrt"'(la1" l'irrt' serics \\':ts,sr) l)r)1)lli:ll-. :Lrrcl presrtrtcrl thc tcchrrical (latiL lcgar(lirrg the n'ot,tls in :uch easil\ ttttrlcrstlLtlrllLlrlc ii,rtlt 111:lt a l)()()li \\':lii 1)l'('l)lll-c(l containing thc u'ltolc scric,s, c:Icll it(lverlistrttlrltlt lreilrg ilrcecl 1r-r' a ptLgt :ltoii-ittg ltl) actual 1r'llritogt'lt1rlti, 1,i'..ttlllttt' 'tl "I llrc gr:r<lt' <li:ctts:trl lr-r- "ClLl" l'irre 'l-lli. lrook 1t:ts prt,r ctl to bc ortc of tht' ttrri:t valttltlrlt' it:rtrtrt's,ri tltc :trlrt't-tisirlg rlorli, :rs it visrutiizt's tlre gr:Ltlc': lt-. u cll :rs teliitrg tllt' sizr': ;ul(l us(': i,rt- e aclt gllLcle. itr :r u'a-t' lt(t\ cl- (l()lle llt[orr: ]lr- atlr' Irtnrl icr ;ttiver.ist't-. 'I'lrc tlrrrlc ertrl oi tire catrrlrrtigtt ltlLs lrt'ctt still ILrt'tlrer srrlr'

"Putting human i.nterest into architectural advertisingl." ported by exhibits at many of the dealers' conventions, at which it has been possible to get in touch with the dealers personally and to stimulate their interest in stocking and handling the wood.

In the lumber trade the publications used have included American Lumberman, Nitional Retail Lumber Dealer, The Timberman, Retail Lumberman, California Lumber Merchant, Gulf Coast Lumberman, Wood Construction and Mississippi Valley Lumberman.

The building campaign has been carried to the consumer through advertising in a number of class publications. Here the story has been built around the "American Wood Juryi' the idea being that California pine has been recommended by the architect, builder and other factors, and that these experts, making up the wood jury, should be consulted in selecting a wood.

In addition, the association has sent out to 25,000 architects, builders, dealers and manual training schools, a filing folder with a set of Information Sheets that has attracted much attention. The folder itself carries some general information regarding the extent of the distribution and the supply of California pine.

Information sheets have been sent to this list at intervals, on which a great deal of interesting material iias been given. The sheets have been rveil iLustratecr, and Irave supplied complete technical information on various characteristics and uses of the rvoocl.

Experience has shorvn ihat the information service has been appreciated, and that the folder has lteen usecl ior tl:e purpose intended, the retention of all the data supplied a.bout California pine.

In the industrial field, the effort during the past year has been concentrated on the use of sugar pine for pattern and flask lumber in fouriclry rvcrk. Other specialty uses have been developed, however, and these will be covered in industrial advertising, to be arranged later.

A feature of the industrial advertising is the attention paid to the manual training schools. This market has been found to be unusually interested in woods and responsive to the ofier of technicai information regarding them, and it is expected that it will be developed still further during the crlrrent year.

The Industrial field has been cultivated through The Iron Age, Iron Trade Review, Factory, The Foundry, Industrial Arts Magazine, and Sweet's Engineering Catalog'ue.

The total number of direct enquiries received from nragazine advertising now totals 22,000, while there have been over 1300 other inquiries as the result of others seeing the literature mailed out to direct inquiries.

"Standard size filing folder for architects, builders and dealers."

Wholesalers and retailers have themselves distributed thousands of booklets and information sheets supplied by the Association.

The lumber trade papers have brought in more than 1000 direct enquiries, many of them requesting quotations arrd stock information. All such enquiries are referred dirett to the mills, rvho give them prompt attention.

Enquiries from architects, builders, and realtors, have also been very satisfactory,-a total of over 2500 to date.

The number of enquiries was cut down substantially through direct mailing of the filing folder and informatiorr sheets previously referred to. The architects, builders and contractors who received this, of course, felt that their ilformation requirements were taken care of, but in spite cf this, there has been a fine display of interest on the part of many rvho did not happen to be on the list to which the, filing folder and information series were sent.

Due to a careful "Keying" of all advertisements, it has been possible 1o trace the source of interest in practically every field. 907qo ol the enquiries received used the "K.y'n address. This is an unusually large proportion.

The list of publications employed in the campaign shows how wide-spread the advertising has been, and how thoroughly the fields in which the big buyi4g power rests have been saturated with Californii pine advertising.

"One of the series of Inform'ation Sheets."

According to the report of the advertising iommittee, made to the Association recentlv, the total distribution of advertisements during 1925 was 19,504,346, of which 12,7n,000 was to home builders, 3,000,000 in the farm field and the remainder in the various special industrial and building fields.

The report submitted by the advertising committee was one of the most complete that could be imagined. It took up in detail the purposes of the advertising, and described tie efiort made in each field, with a list of the publications employed, the results in the form of enquiries, etc. It would be hard to find a more interesting or convincing exposition of the scope and effect of a co-operative campaign than is presented in this report.

The funds for the advertising campaign otiginally were raised by a voluntary assessment of 7 cents per thousand feet actually cut, and the big bulk of the production, amounting in 1925 to over 1,500,000,000 feet was represented. Because.of the unusual success of the campaign and the unquestioned broadening and strengthening of the market as a result of the advertising, the Association has made a radical change in its advertising program. Some of the members who have been paying for the .advertising brought up the question as to the best manner to interest non-paying members to join in the lvork. The success of the -advertising work was generally recognized and it seemed advisable that in the reorganization of all association activities the advertising be placed on the same basis as statistical, traffic and forestation activities. With the completed reorganization of the association it is provided that all members must pay the full assessment, including that for advertising, in order to retain membership in the association.

Beginning March 1 the membership is contributing 100 per cent to advertising and trade extension activities, which issures the permanence of the advertising program, and, therefore, permits planning activities much further ahead than would have been possible had it been necessary every few years to re-sign individual members. With this new line-up the advertising funds will be increased by the payments from former non-participants, and by the increased production from year to year, as the advertising income will remain at the rate of 7 cents per thousand feet of production.

The advertising is under the direction of Austin L. Black, as advertising manager. Mr. Black is a veteran of 25 years experience in building material advertising and selling. He was formerly advertising manager of The Pacific Lumber Company and before that engaged in the advertising of other architectural products, in addition to having been a.dvertising manager-of several of the leading magazines in the building and industrial field. The agency which has worked with him is the Honig-Cooper Company, of San Francisco.

The members of the Advertising Comrnittee are:

H. D. Morteson, Chairman.

D. H. Steinmetz, J. W. Rogers, and B. A. Cannon.

A. W. Heavenrich, now president of the Association, has been a member of the advertising committee until his election as president.

(Continued from Page 114) in reality a misnomer, as it contains no real creosote at all, but the term has received very general recognition, and the operation of "creosoting" is known all over the world. The distillation of cr€osote from coal tar is carried out by heating the tar in a still until it is separated into three groups: (l) oils that are ligirter than water; (2) those that are heavier than water; and (3) pitch, the heavy oils being classed as cr€osote for the ournose of timber preservatioru Light oils are useless as timber preservatives, owing to their extreme volatility, while pitch is too thick and viscous, even after being heated, to panetrate so readily into the minute pores of the timber as to justify its usi from an economic point of view.

Creosote is the most popular preservative not only in this , country but also as a general rule in England, where larse quantities are used. The grade that is manufactured here, however, is of a very inferior quality, compared with the foreirn article, as certain by-products are extracted, which seriously reduces its efficiency as a stable and durable wood preservative.

Interesting Quotations on a House Bilt by Los Angeles Retail Yards

You hear a lot of things about the way Los Angeles retail lumber dealers go out after business, about price cutting, whip-sarving, etc., and most of them .are probably not true,

At least, not judging from the experience of a well-known home builder recently.' He sent to'thirty-five retail vards in Los Angeles a fair-sized wooden house bill, and asked fop quotations by mail, stipulating that there be absoluteiy no substitutions made in grade or item.

So interested was he in the,replies, he received that he showed them to The California Lumber Merchant as basis for this editorial.

Of the 35 the bill was sbnt to, 3O quoied him, and 5 did not reply.

He'wrote each of the 30 and suggested that the price was a little high. In reply only one offered a lower price, and that but a very slight cut.

There was a range bet"veen high and low prices of $169. It was noticeable that no two yards quoted the same price, but that the larger and more representative yards were all within a few dollars of one another, while the very low bids were all by small yards

The bill called for nothing worse than No. 1 Dimension, and all of those who quoted wisely suggested the use of some No. 2 f.or certain purposes as a saving. This was constructive.

It is interestirlg to note that in their quotations ten of the thirty who,quoted stated the total number of board fee! only two agreed as to the number o( total feet, and none of them gave the correct number of feet in the bill.