IilT. E. GOOPER

Wholesale Lrumber

HCHFIEI.D BT'II.DING, LOS ANGEI.ES

Telephone MUtual 2l3l

Conveniently loccrted to give you personal senrice and the usiual highest qucrlity oI lumber.

Ponderosa

Sprucre

Hardwoods - Gut Stock - Mouldings - Panels

Warehouse and Yards continue at 2035 E. 15th Street -

Lumbermen Urge lmmediate Action on the Collective Public Relations Program

Washington, July ?l-John T. Flynn, prominent columnist, last week pointed to the prefabricated house as the probable primer of the economic pump when and if industrial activity recedes following the defense efiort.

In offering this prediction, Mr. Flynn says that the development of the prefabricated house could create a new industry, the growth of which might have the same efiect on American life as the development of the automobile. Mr. Flynn adds that, with proper management, the establishment of a great, prefabricated residential industry can be the savior of our living standards.

These observations will re-emphasize questions already in the minds of lumbermen who have been speculating on the probable position of the forest industries should prefabrication produ.ce a revolution in America,s home building habits.

Inability to answer this question is one of the reasons which has prompted leading lumbermen to so strongly urge immediate action on the collective Public Relations program initiated by American Forest Products Industries, fnc.

An indication of the depth to which thinking lumbermen fcel the challenge of the future, is illustrated by remarks apropos of the Public Relations effort, received recently at American Forest Products fndustries headquarters in Washington. Some of them were:

J. W. Watzek, Jr.-"I know of no better investment that the lumber industry can make than to tell the public, vigorously and honestly, the story of how ,conservation of our forests is being obtained by more complete utilization, and by our constantly expanding efforts to protect and regrow them."

Corydon Wagner-"I am gratified to realize that the lumber industry has at last learned an important fact which more promotionally minded industries have been learning during the past ten years: That the public feels it has a right to know what is going on inside American industry. Industry these days is Everybody's Business. If we do not give the public the right story, someone will go out of the way to give them the wrong one. The people will be glad to know the inside story of cropping timber, for example. It is evidence of an enlightened age in which we have a very definite part. I will back the public information program to the limit-I do not know of anything more important in the industry at this time."

C. C. Sheppard-"The lumber industry has accepted its responsibility to preserve the forests as a continuing natural resource. It is not only our privilege but our duty and obligation to let the public know this fact-we should take a tip from many another industry, and tell it to the public in detail. The day is past when an industry can function in its own field and keep quiet about it. The people want to know everything about every industry-and if the industry does not take the trouble to do the telling itself, somebody else tells his side of the story, and it is usually pretty far from the truth. That is what has happened to the lumber industry."

G. F. Jewe11-"\ rs are working progressively to make timber a crop-a continuing national resource-and not a mine to be worked and forgotten. The old theory of cut out and get out has served its day and served it well. We have now reached a point where farming our forests is dawning. But the people don't know it. We should tell them. And the Public Information program will do it.,' Walter Neils"There is much misinformation about the lumber industry knocking around as in any other American industry. And, frankly, I believe it is our own fault. For a good many years we have had a good story to tell, and we have not told it. Our competitors have not been'so modest. Every time an industry finds that it can create a substitute for wood, the public knows about itknows about the substitute; knows about the industry, and is carefully instructed on evils of the lumber industry which do not exist in any way, shape or form. I think lumbermen g'enerally will stand IOOTo behind the NLMA campaign."

J. D. Tennznl-"[1 seems to me the lumber industry has been already too long without an educational program. Few industries in America have progressed as far, in the matter of social responsibility, as lumbering. yet to read the current magazines and newspapers, one would think that our industry is still living in the 19th century, that we still have free timber, and that our industry is governed by a first-come-first-served philosophy. Gentlemen, we have a big job to do. The quicker we do it, the better !,,

Hello John !

There is much rejoicing in the Sampson family over the birth of a son, John Michael, to Mr. and Mrs. John W. Sampson at Good Samaritan Hospital, Los Angeles, August 11.

Mr. Sampson is secretary of the Sampson Company, Pasadena, and of course the happy event makes Bill Sampson a proud grandfather for the first time.

Ncw Congumer Boolc on Nu-Wood lnterior Finish

The Nu-Wood Color llarmonizer designed to aid in the selection of exact colors, patterns and combinations for NuWood interiors is now available through the Wood Conversion Company, Saint Paul, Minnesota'

The often difficult problem of helping the consumer select proper design and colors as cheaply as possible has always confronted the lumber dealer, contractor and architect. The Color Harmonizer was created to help overcome this difficulty as practically and inexpensively as possible. Because of the valuable assistance this book can give, frequently special costly plans or drawings may be eliminated.

The Color llarmonizer has a special six page center section with actual Nu-Wood interiors illustrated in full color. The pages are cut in such a manner that by interchanging