Pioneer Company to Increase Output

California's newest development in shingles, the Pioneer Yosemite rock-surfaced, super-hexagonal shingle, has met such immediate popularity with the dealers and the general public that the Pioneer Paper Company, of Los Angeles, manufacturers, has been forced to take steps to greatly increase production, according to officials of the concern.

Reports from the territory served by the firm's distributors describe as unique the reception given the product, one of a complete line of roofing materials which have become standard for specifications on the Pacific Coast and adjoining states. So far has their reputation travelled that they were recentty specified for the re-roofine of the mission schools in Sitka, Alaska.

The new hexagonat shingle is marked by its unusual beauty and ease of application, two qualities which, in the opinion of J. H. Plunkett. general manager of the Pioneer companv, guarantee continued growth in demand for all types of structures. Of peculiar interest to architects and builders is the fact that, as designed, the shingle produces a distinct shadow line, giving the semi-thatched effect so much in demand in modern architecture.

This design produces an even more important effect of a double-thick roof at all points. with a 4% inch head lap for each shingle, a factor worked out by the company's engineers to greatly auqment the rvearinq and fire-resistinq qualities of the roof as a whole. It also has the added attraction of ease and speed in layinq, resulting in important savings in labor costs on contract iobs.

,dnother reason for its popularity lies in the fact that the same unique selling feature applied to the entire line of the manufacturing concern's rock-surfaced roofing products is used in merchandizing the n.ew shingle development. The company has arranged for homeowners who desire to have their dwellings re-roofed to pay for. the material in easy monthly installments. The time payment method of buy- ing, which was used in the first place in the necessities class, to foster the sales of household utilities, and then spread to the field of luxuries, is again swinging heavily to the necessity class, the heavy sales of roofing shows.

In basic material, the shingle maintains the high quality of all Pioneer products. fts surface is protected by a heavy coating of Yosemit6 crushed work in natural colors, obtained from the Pioneer's own quarries in the Yosemite Valley. According to dealers repbrts, this rock, with its beautiful colors produced in nature's own laboratory, forms one of the exclusive selling features which have forced Pioneer products into the lead throughout the western states.

The rock ivas oiiginally adopted by the firm to provitle a wearing surface for its roofing materiats. Exhaustivc fire and weather tests had proved that its resistance to both was much greater than that of the finest naturat slate. But when the discovery was made that the colors also had the same quality of resistance, greater attention was paid by thefirm to the production and blending of the most attractive of them.

The result has been a new beauty in roofs unobtainable bv any artificial means, according to technical exfierts. The cultnral aspect of these softly blended, or plain colors, has aopealed particularly to women, and it is to the fair sex that the Pioneer company gives most of the credit for the enormous growth in popularity of this type of roof.

The other shingle products produced by Pioneer and in which the Yosemite rock is imbedded under many tons Dressure. include the Super-Tumbo individual shingle, the Standard individual, the'Tumbo strip, the Standard strip. Standard Cut-Corner strips and the Pioneer Hexagonal strips. The natural colors adopted by the firm are: blueblack, or crow shade; red, green, golden-brown and many blendings ofallor some of these shades.