Tho ||ay of the !'lmilgtiloff"

One of the great industrial corporations, The Aluminum Company of America, in a series of interesting advertisements recently introduced to the business students of America a new character-the "Imagineer." Swell fellow ! Promising guy ! Practical person ! I like him.

Says one of the Alco ads: "The real battle ahead is industry's task of making jobs when this thing is over * * * Imagineers are springing up by the thousands. These are the men r*'ho ar'e LETTING THEIR IMAGINATIONS SOAR, and then engineering. it down to earth, GETTING READY, We believe the practice of Imagineering is one spark that will light the fame of the fifty-five millio.n jobs needed after the war. WE BELIEVE IN IMAGINEERING.''

Get thc idea? In- the postwar world there will come into EVERY BUSINESS the need of a fellow to do its imagining, its practical dreaming, its modernistic directing of efrort. As stated above, an Imagineer is one who lets his imaglration soar.. The Imagineer's job is to think of ways and m€ans of conducting every business along new lines, furnishing! new services; doing things differently, doing them better than they have ever been done before. ' We won't solve the postwar problem by simply drop ping back into the same old groove we were in when the \,ear came along and changed ever5rthing. If we dlowed that to be our goal we would fall far short of furnishing the millions of needed jobs. No, we must all appoint our-

Awcrrded Distingruished Flying Cross

Col. Frank B. James, son of Roy E. James, Huntingtou Park wholesale lumberman, has been awarded the Distinguished Flying Cross, which he received from Maj. Gen. William E. Kepner of the Eighth Fighter Command. He won the DFC while leading the first P-38 Lightning Group to fly operational in the European theater of war. He also holds the Air Medal with two oak leaf clusters.

Col. James is a graduate of the University of California at Los Angeles, and when attending college used to work during his spare tirne at the lumber yard of- Alley Bros. in Santa Monica.

selves professional Imagineers, and turn our imaginationti:: loose on OUR own lines of business, -to give them new i life, and steer them along newer and better lines. ::li

The lumber and building industry must becogre a beer]1. hive of Imagineers. Every retail business must have them';'l' Every sawmill must be equipped with them. Every buitd;';, ing material manufactur"t ""a distributor must go into,i the Imagineering business. They must be men-and wom';: sn-u*rs are free thinking enough to discard the old; npt just because it is old, but because it isn't capable of doing,ll the postwar job. They must be men--and wome4-rphq';':: will think in new termg, along new lines, refusing to bqji restrained by the confines of foirner habits+dventqrfulg; into new realms. They tnust irnagine new and different';'Il products, new and different wdys of using them, new andlil different final use of those products, and new and difrerent'."r ways and methods of distributing them. ,'i

How? What? Where? YOU mtls't dnswer that youflr self, Mr. Imagineer. Like the immortal who carriea 6qil "Message to Garcia," the Imagineer 'takes "r, .ttt"hattedti trail. But he is not just an idea to be considered for *minute, and discarded. Every industry that makes thq:,:a, ---1,-lii grade in postwar days is going to. do so because it reaches,;.1' up into the clouds for its postwar plans and ideas-and;'$ materials.

Get your Imagineers busy, you good folks of the industry.

Buy Dcrnville Ycnd

Frank A. and Thorhas lumber yard of 'Danville Danville,. Calif. J. Ulrick which will carry a stock rials.

Stead recently purchased the' Warehouse & Lumber Co. .at.*r will be manager of the y"td,;i*.J of lumber and building ry?te';,1

On Trip to Mexico .'

NoblJ K. Lay, Comrnercial Lumber Co., Inc., Los An-:;:! geles, left on July 19 for' Mexico for a visit of two to threq;i.? months with their mill connections in Southern Mexico",;,.1 Mrs. Lay accompanied him as far as Mexico City.

Insulating Board Products

Angeles Hoo-Hoo Golf Tournament

'Homer Warde was the low gross winner in the first flight at the Los Angeles Hoo-Hoo Club golf tournament ,;, held at the Oakmont Country Club, Glendale, Tuesday afternoon, July 25, and was awardecl the Rov Stanton trophy and $10.00 in war stamps. Walter Metz was first low net winner and received the George E. Ream trophy and $10.00 in war stamps. Ed Bauer won second low net ,,.,and was presented with $5.00 in war stalnps, and Bob Os_ ,1 good was the third low net winner, receiving $3.25 in rvar

'stamps.

Bill Ream won the low gross prize in the seconcl flight, The California Lumber Merchant trophy and $lO.0O in war stamps. First low net lr'ent to Gene DeArnrond, the prize being $5.@ in war stamps. Paul Baugh won se,cond low het, and Tom Crain third low n'et, each receiving golf balls. Golf balls were presented to the winners in the various special events.

There were three door prizes, each $25.00 in war stanps, and were won by Ed Bauer, Levin Deats and L. A. Beckstrom.

' Vicegerent Snark Dee Essley anhounced that Los An_ geles Hoo-Hoo will hold a dinner and concatenation at the University Club, Los Angeles, the evening of Septem_ ber 8.

D. Frank Park, vicegerent snark of the San Diego dis_ trict, invited the Los Angeles Nine to put on-the initiation at the concatenation to,be held at Rosaiito Beach, Rosarito. Mexico, on August 10, and Dee Essley accepted the invi_ tation. Mr. Park invited all to attend the concar.

Short talks were made by Bruce McCormick, prominent .Los Angeles golfer, Charlie Owens, Major William N. 'Edwards and Robert Forsyth.

Dinner was served in the Club House at 7:30.p.m. Vi.ce_ gerent Snark Dee Essley presided at the meeting following dinirer, and Bob Osgood presented the golf p.iZ".. The;; :was a musical entertainment during the dinner hour.

The following made donations for the prizes: Roy Stan_ ton, Bob Osgood, E,d Bauer, Gene DeArmond. Bohnhoff Lumber Co., Inc., Associated Lumber Co., Cole Door & 'Plywood Co., Dee Essley, Sid Simmons, D. D. McCallum, Hervey Bowles, American Hardwood Co., MacDougali Door & Plywood Co., Art Harff, George Ream, Bill Ream, .George Melville, Charlie Owens, Western Hardwood Lum_ ber Co., Sun Lumber Company, San pedro Lumber Co.. George Ryness, Carl Porter, John W. Koehl & Son, Harvev , Koll, Frank Gehring, and Ed Martin.

65 played golf, and 125 were present at dinner.

Dcrngrerous Fire Seqson crt Hcnd

San Francisco, July N-Caiifornia,s summer fire season , is approaching a dangerous peak and public warning is given to everybody by the United States Forest Ser.,rice to be doubly careful in the use of fire in fields and forests. Federal and State forestry agencies report that duririg :'the first six months of the present year the fire situatiol ' throughout California was fairly ,rormal, and in "o-" "."u,

' ' below normal. The forest rangers need your help, even, , in time of peace to prevent destructive fires. foi"y, in war time, they need your backing more than ever. m

I HE low qnnuql cosL firescrtety, long lile ccrd consrruction economy oI concrete cre especicrll.y suited to the wide vcriety ol uEelul construction proiects being blueprinted now for execution when wqr restrictions cre lilted.

' Fqctories, hospilclr, rchools, homes snd public buildingr oI concrete cre ffrescle cnd atrong, resistqnt to wind crnd weqiher, rlow io deprecicte and ecoaonical to mcintcrin. The cdcptcbility ol.concrcte lo ciny degired shcpe or loirn simplilier architeclurol deaign problems snd helps lo crectte buildinqr which cne ctticclivd cr well cs durable.

Concrete highwcys, rtreets cnd' cirport pcvementr can be designed lor c wide rcage oI trqfic conditione to give low annucrl cost-essential lo theecononriccl development ol highwtry qnd air trdnsporls. tion"

Our experieaced lield e4gineerr will glcdly cgriBt your engineer* or crchi: teclt or tbe iublic o$cicls in your commuaity in cpplying the econonic and atruclurirl cdvcntcger.ol conirete to nec€sscry congttuction aov or alter the wcn.