Sales of Stained Shingles Increase In California

Dealers Reali"e Profit Possibilities in Selling High-grade Stained Shingles for Roofs, Re-roofing and Remodeling Jobs

By Perry A. Dame Westerrr Sales Manager, Creo'Dipt Company, Inc.

A few years ago California was considered the cheapest shingle market o'n earth, and the manufacturers of cedar shinlles looked upon this State as a dumping ground {or their- lowest gradis. It was rare indeed to find a lumber dealer in the-State who carried a stock of cedar shingles in the better grades; his trade was accustomed to using thin, slash graln shingles, and he could see no reason for changing their habits.

Ev-ery-lumber dealer recognizes the evils resulting from the wiiespread use of cheap shingles, ye-t it is safe to say that 95/o of his shingle business, until recent years, wis Star-A-Stutt. Neitheithe dealer nor the manufacturer attempted to educate the consumer to use better shingles, and many builders continued to use l'Stars," because they actually believed these were the best quality they could get in-cedar shingles. Architects, in many instances., were ilso of this beliel, and it was not uncommon to find an architect specifying 6/2 Stars for the roof of an expensive house, thi;king hJ was giving his client the best shingle obtainable.

It was no small irndertaking to break into the California market with a nationally advertised, high quality stained shingle. In order to overcome the many barriers in the path of this market, it was necessary to start right out and -educate the California public to demand not only a better cedar shingle, but also-one that is stained-a shingle.that offers coloi, or even a mixture of colors. This educational program has been carried on through magazine and direct mail advertising, through personal calls on architects, contractors and investment builders. The lumber dealer has been somewhat hesitant in taking advantage of the sales possibilities of stained shingles. In certain larger cities his indifierence to this market has led to direct selling by local staining companies, thus eliminating a profit to the dealer.

It isincouiaging, however, to note that California is becoming a bettei market for stained shing_les, and -the trend is towird the better grades of shingles. Four or five years aso 'most of the roof shingles were 6/2 Perf.ects, while tdday the 5/2 Perfect is the predominating stained shingle, with an increasing demand for the 2(' Royals and even the thicker shingles ln this length. Dealers throughout the state recognize the advantages of selling better shingles,

Congress Adjourned

and it is possible in almost any city or town today to buy edge-grain shingles. Instead of passing ordinances prohib-itiig the use of wood shingles, many citiei and towns in California are revising theii building codes to exclude the use of 6/2 shingles entirely, and in one progresslve Southern Caiifornia -city the rivised building c'ode- calls for edge-grain shingles, not thinner than 5/2". This is certainlyl Jtep in the right direction, and is bound to react favoiably for the cedai shingle industry. The large stained favorably cedar shrngle rndustry. I ne lafge sralnec shingle -manufacturers have proven beyond a doubt that edge-grain shingles are the only shingles wo-rthy -of their advertising and merchandising efforts, for their business has been established on quality. reYonc a oouDE rna gies worthy of thei

It is worth noting that-California is departing from her traditional Spanish-architecture to a large extent. this may be explalned by the large influx of people from other paris of the countrn who haie come to ealilornia to build iheir homes, and quite naturally carry with them their own ideas of desigrr and construction. English archit-ecture is prevalent in thi large developments throughout- Southern'Californid. and San Francisco Bay District, and no design is more suited to the use of stained shingles- Many arihitects and builders are taking advantage of the special roof treatments afforded by the use of stained shingles, and on some of the more pretentious homes the long hlndsplit shakes give a texture that is quite the vogue in California architecture.

Lumber dealers throughout California are beginning to realize the tremendous possibilities offered in the rehabilitation of old houses. Stained shingles are used for re'roofing over old shingles, and for covering old siding or stucco' Houses in many iases are increased in value to such an extent by remodeling that they are easily marketable. The owner is given a much more attractive house that, over a period of years, saves fully the whole initial expense lhrough the elimination of continual repairs and repainting.

Wh-ile California has been more backward than other states in accepting stained shingles, the tendency toward the use of better grades of cedar shingles in recent years is gradu,ally helping the industry, and with the cooperation of lumber dealers, this State should in time use as large a volume of stained shingles as any other.

New Redwood With Tariff High in Air Home Plan Book

Congress has adjourned without settling the tarifi bill, A new edition of the Redwood Home Plan Book has f """i"i it to come up after the summer recess. been issued by the !1tiloryia f.ea199$ A.t-:9",t1.j9*l P,ilt:g tii"i"tiA, as it stood at adjournment time, provided for: in rotogravge, gyd this is now ready_-for distribution to T.oos for wood oulo. dutv iree. dealers at 12 to 15 cents a copy, depending on quantity or-

Logs for wood PulP, dutY dered.

Cedar lumber, 25 per cent.

Wooden shingles, 25 Per cent.

Cabinet wood1, logs, l0 per cent; lumber, 15 per cent; yeneers. N per cent; plywood, 40 per cent.

A feature of this book is the reproduction of six artistic sand-blasted Sandkraft plaques, the work of the California Sandkraft Products Company of San Francisco.

Laux Wall Texture and Schumite Plaster Wall Board Make Great Combination Says Galbraith

After nearly a year of merchandising effort The Schumacher Wall Board Corporation, of Los Angeles, find that Laux Wall Texture, which they sell exclusively in California and Arizona territory, makes a wonderful combination seller with their Schumite Plaster Wall Board, and offers the dealer a double profit opportunity.

T,aux Wall Texture is a plastic paint which creates wonderful textured,interior wall finishes, and especially fine on Plaster Board. It comes in attractive colors such as White, Cream, Ivory, Tan, Gray, Rose, Blue, and Green. Used over Plaster Board it provides a_ one-piece wall that is sound-proof, low in cost, varied in appearance, and beau_ tiful to look upon.

To the dealer it therefore affords a chance for a double profit, to be sold to most of the customers who buy wall board. Both the Board and the Laux bring sood mJreinal profits, which is the thing the lumber dealEr-is -ori iit.i_ ested in, without.any additional sales cost. When you sell the customer wall board, sell him Laux Wall Texture also.

.It.is. also a perfectly splendid covering for other surfaces oI all klnds, such as wood, plaster, etc.

{ar_l Galbraith, Sales Man-ager for Schumacher, says that their first year with T aux has been a splendid one, ;e ah;i lhey are planning a bigger and bettei campaign i; .p;A its use during the year to come.