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(Continued from Page 6) ttre use, comfort, and amusement of our citizens, there are no such great powers engaged in doing the same thing for homes and home building. So "Life" decided to do something about it.

It took the position that there are plenty of people all over this country who would and could build, own, occupy much better quarters for living than they now enjoy, if they had the possibilities presented to them in the same glowing fashion in which radio and auto possibilities are shown. ttThere are reasons," said "Life,t' ttwhy the long awaited American building boom, confidently expected to pull the country out of depression and up into a solid and lasting prosperity, has never materialized."

So, hoping to do its ota:"u .J.a or an entirely new and practical character to help touch off ttre prosperity fuse, "Life" took action. It did not hire somebody to draw a lot cf home sketches, and then run them as is, accompanied by bromidic "home is where the heart is" kind of talk Far from it. Instead, it went out and located four representative American families who wanted to build new homes and could afford to do so.

They selected four families of different income levels, ranging from $2,000 to $10,000 a year. They selected them from four great American districts, the South, East, Midwest, and Far West. These families were asked to state in detail what they disliked about their present homes, and what they would like if they built nevy ones and could get the kind they wanted. Then, enlisting the cooperation of a sister magazine, "The Architectural Forum," "Life" hired eight famous American architects and gave them commissions to design for each of these families, their "dream house," the cost to come within the financial means of each of them. Slick plan, eh? ***

In the 22 page article that concluded this splendid preliminary effort at doing something different and unique for prospective American home builders, "Life" followed an entirely original plan. They show pictures of these four American families previously referred to, the people themselves going about their daily processes of living, the exteriors and interiors of their present residences, and their present advantages and disadvantages as to homes and housing.

And then they show arJ" inJ".e, distinct, and entirely different "dream houses" for each of the four families. Each of these "dream houses" comes within the price range of the famity for whom it is drawn. So each family is offered wide variety, and marvelous possibilities. To say that each of the two plans for each of the four families is amazingly attractive, is simply proving the inadequacy of the adjectives. They are plans, pictures, and possibilities, so marvelously presented and placed upon shiny print paper that no doubt nine out of every ten families in this country would promptly and enthusiastically mortgage their future incomes to own them, could they be bought finished and ready for use, like an automobile.

First comes the lowest :";" L.o*u house, for a family having an income between $2,000 and $3,0O0. For this one, a family in Atlanta, Georgia, was chosen, their name and address given. The same thing is done with each of the other three families. These are real, live folks, that "Life" is using as illustrations, and chosen because they were excellent representatives of their income groups. First there are pictures of their present residence, interior and exterior, and pictures of the entire family, with some scenes from their daily life. The advantages and disadvantages of their present domicile are shown. ***

Then come four pages of startlingly beautiful plans and pictures of two homes that people of the $2,000 to $3,00O income group could afford to build and own. One is a "Traditional" house. The other is a t'Modern" house. They are completely and entirely different from one another. The exteriors and interiors are shown in every detail in

(Continued on Page 10)

(Continued from Page 8) beautiful illustrations, that make the finest automobile advertising look-rather shabby by comparison. Shrubbery, sidewalks, garage, furniture, all are shown- The plans are a university course in home arrangement as well as home construction. ::r * ;li

Then they take up the $3,000 to S4,000 income group. This. family lives in Los Angeles. Their pictures are shown, as well as their present home, with its inconveniences, and advantages. Then a "Traditional" home and a "Modern" home, plans covering two beautiful ,pates for each, for people of this type of income. Everything is shown, the Iayout of the interiors, the placement of the furniture, the garage, walks, fences, shrubberS trees, everything.

*rf!t f ,haven't seen anything in a long time that thrilled me like these eight house plans. "Life" does NOT attempt to estimate the cost of any of these houses, excqlt to declare that their thorough investigations convince them that they can undoubtedly be built and paid for by families of the incomes shown. All I've got to say is,that if such homes could be offered for sale with all that comfoft and all that.beauty so that people could go shopping for them and buy them like motor cars are bought, that the long expected building boom would arrive on the wings of a gale. .A reading of the "Life" story sold me on the fact that their conclusions are entirely correct. You COULD, without a doubt, sell such homes as these by the million, if the figures work out.

The next is the $5,000 to $6,000 income group, and their two dream houses; then the last, the $1Q000 to $12,O00 income group, and two homes for them. They cannot be described. You must see them for themselves. The five to six thousand dollar family lives in Minneapolis. The ten to twelve thousand dollar family lives in Pennsylvania. The home of the five,to six group is gorgeous; of the top group a mansion. All of them are original, difrerent, and thoroughly alluring.

A word should be spoken here for a lumber association that saw an advance copy of the "Life" story,.and fell for it strong, as well as for the possibilities it held out. The California Redwood Association immediately prepared a follow-up campaign to tie in with the "Life" story. All members of the Association instructed and equipped their salesmen to get busy and help boost the boost along, feeling that millions of people throughout the country will read the "Life" story and want to know where they could get such buildings, such building materials, and such homes. The Redwood salesmen have been offering to their retail customers a book of plans for interiors, window stickers referring to the "Life" story, and have been urging their dealer friends to acquaint themselves with the plans shown in the story, so that they may be able to answer intelligently if a customer shows interest. ***

This journal wishes to compliment "Life" on the most practical and beautiful boost that home building and home owning has ever had through a publication of this sort. Those eight home plans might themselves be the means of starting a home building landslide. Goodness knows they are fine enough.

Enjoy Council Annual Party

A large crowd of retailers, wholesalers and representatives of manufacturers of lumber and allied lines enjoyed the seventh annual party of the California Lumbermen's Council, held at Mountain View Ranch Hotel, near Santa Cruz, September l7 and 18.

Secretary B. B. (Bernie) Barber ,sent out some special publicity literature which helped to put the affair over in a big way.

President George Burnett presided at the banquet on Saturday evening.

Spend Vacation Fishing

Harry G. Hood of the San Francisco office of Dolbeer & Carson Lumber Company, and E. J. Stewart, the company's general superintendent at Eureka, were back on the job September 26 af.ter spending tw<i weeks fishing on the Klamath River.

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