A \(/artime Guide to Better Homes

The greatest hindrance to retail lumber dealer sales under present conditions in the opinion of H. W. Collins, vice-president of The Celotex Corporation of Chicago, is the public's misconception of wartime building restrictions.

Because John Citizen thinks he's not allowed to fix his old roof or repair his front steps or build an extra room in the attic for his teenage daughter, he's spending his extra money in othelways, most of which offer neither the satisfaction or permanence that preserving the usefulness and value of his home would afford, Collins believes.

"Money spent for needed maintenance and repair," Collins points out, "tends to preserve the valuable materials already in the home. If not protected, these may have to be replaced later on in order to maintain essential housing in useable condition. An ounce of prevention may save a ton of steel for war purposes."

It's up to dealers, contractors and building material manufacturers, he declares, to set the public straight on WPB restrictions. "Many dealers have told me," he says, "that they are using publicity and advertising in their local newspapers and also direct contact to advise the public that there are many improvements and repairs that are both permissible and desirable.

"Celotex is devoting a major share of its present advertising and promotional expenditures to this purpose," Collins states. "Our major magazine advertising for September and October is aimed to blast from the minds of home owners and farmers the widespread notion that Uncle Sam has clamped a wartime lid on all building repairs and remodeling. Our full page advertisement in the September issues of American Home, Better Homes and Gardens, House and Garden, and House Beautiful is headlined'Ijncle Sam tells you how to guard the value of your home.' It explains the $500 ceiling on improvements and emphasizes that the government does not expect the home owner to forego needed maintenance and repairs. Our October pages in the same magazines will tell a similar story.

"The same type of advertising directed to farmers is appearing in the September and October issues of the major f.arm magazines-Country Gentleman, Successful Farming, and Progressive Farmer. These ads point out to the farmer that he can spend whatever amount is necessary for repairs to his farm building; that he is allowed an expenditure of $1,000 for building or remodeling his barn, poultry houses and other out buildings and permitted $500 for remodeling his home.

"To give our dealers direct help in their local contact work, we have just made available to them a new &page booklet entitled,'A Wartime Guide to Better Homes.' This booklet, we believe, is the most comprehensive yet published on the subject of what home owners are permitted to do under present restrictions. It emphasizes the fact that lfncle Sam not only allows certain types of work to be done, but actually urges home owners to keep their dwellings in good repair and, if possible, to make additions for housing war workers.

"This booklet is not confined to descriptions of repair and remodeling work that can be done with Celotex products. It covers all types of work. For example, the section devoted to the home exterior includes the following subjects-roof, dormers, porch, windows, siding, bays, doors, chimneys and shutters.

"The booklet also includes such.ideas as building a new wing to provide quarters for war workers as well as remodeling home interiors for this purpose.

"A complete section of the book is dev<ited to construction work that a farmer can do."

NAMED VICE.PRESIDENT AND MANAGER

R. R. West, president of the Builders Lumber & Supply Co., Inc., San Diego, announces the appointment of E. A. Woodward as vice-president and manager of the company. t This concern was recenty incorporated. Mr. Woodward was formerly with the San Diego Federal Housing Administration.

CLARK LUMBER CO. CLOSES

Clark Lumber Company, Modesto, has disposed of its lumber stock and will close the yard for the duration. Harry Clark, owner, will devote his full time to his large fruit ranch.

News Flashes

J. U. Gartin of Stanislaus Lumber Co., Modesto, is visiting his old home in Texas, where he attended the 57th annual reunion of his class at Green Valley School. He will be gone about 30 days and expects to be back about September 15.

Seth L. Butler, San Francisco, Northern California representative of Dant & Russell, left August 23 for the Northwest, where he will visit mills in Washington and Oregon and spend some time at the head officein Portland.

Ray Schaecher, Schafer Bros. Lumber & Shingle Co., Reedsport, Ore., is spending his vacation in San Francisco.

L. A. Eastham, Seattle,'Wash., and George McGill, Jr., Eugene, Ore., Northwest representatives for E. J. Stanton & Son, spent a few days at the company's Los Angeles office during August.

Jack Ivey, T.os Angeles, field representative for the Red Cedar Shingle Bureau, spent two weeks in Northern California the latter part of August calling on the retail lumber trade.

Carl Hornibrook, Klamath Falls, Oregon, sales manager for the Ewauna Box Co., was a recent visitor to San Francisco, Fresno and Los Angeles on company business.

Dan Strite, Hammond Redwood Company, Los Angeles, who entered the service on July 30, is now stationed at Fort Belvoir, Virginia, with the Engineering Corps.

Roy Stanton, Jr., E. J. Stanton & Son, Los Angeles, was vacationing around the middle of August and spent a few days at Ensenada, Mexico.

Pat Sublett, formerly assistant sales manager for E. U. Wheelock, Inc., Los Angeles, who reported for duty the latter part of June with the Army Air Corps is now at the Forest Products Laboratory, Madison, Wis.