THIS IS TO REMIl{D Y(lU OF THE California State Lumbermen's GonYention
AT THE Whitcomb Hotel--San Francisco
Saturday, October 28, at l0 A. Ill.
If you have not already done so advise Secretary-Manager E. D. Tennant, I l0 Market Street. San Francisc.o, THAT YOU ARE COMING.
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Bentley-Schoeneman Lumber Co., Glendale
Hayward Lumber & Investment Co., Headquarters, Los Angeles
Fox-Woodsum Lumber Co., Headquarters, Glendale
Barr Lumber Company, Headquarters, Santa Ana
Gibbs, Ganahl, Adams-Bowers and Gibson Lumber Coe., Anaheim
Whittier Lumber Company, Whittier
King Lumber Company, Headquarters, Bakcr# field
Burnett Lumber Co., Headquarters, Tulare
Valley Lumber Co., Headquarters, Fresno
Brey-Wright Lumber Co., Headquarters, Porterville
Modesto Lumber Company, Headquartere, Modesto
Simpson-Grey Lumber Company, Stockton
Sacramento Lumber Company, Sacramento
Shasta Lumber Company, Marysville
Diamond Match Company, Headquarters, Chico
The Minton Company, Mountain View
The Homer T. Hayward Lumber Co., Headquarters, Salinas
Sterling Lumber Company, Headquarters, San Francisco
Santa Fe Lumber Company, Headquarters, San Francisco
Woodhead Lumber Company, Los Angeles
Boyd, Santa Barbara and Union Lumber Companies, Santa Barbara.
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Detailed information will be gladly given to interested dealers.
You might just as well go into a pitch-dark room at midnight with your eyes tied shut and try to pick out your stock of goods, Mt. Dealer, as to buy from a firm which fears to let the light of publicity shine upon its name, its product and its business methods.
The firm that advertises itself and its goods and its service before the public cannot afford to have anything to conceal from the public.
'lVhen you buy from a firm that advertises you are sure not to buy in the dark. Can you afford to buy elsewhere)
Derpite the continued surplus of production over orderr in both the Douglar fir and Southern pine regionr, lumber pricel remain rteady. But they have not strengthened.
In fact a few particular items have weakened rlightly, but this ir nothing more than a normal f,uctuation in pricer and doec not indbate a general decline, either actual or1 prorpective.
On the other hand, there ir no reason to expect a general advance this fall. Some items may go up the same as others may go dowrr, but the market as a whole is not rtrong enough to support substantial advancer either for individual iteme or for the lirt aa a whole.
The obreryation offered by one buyer early this month that "lt would be easier to force the market down a dollar than up a dollar," holds juet as good today as it did then, but the significant fact about that particular exprersion of philorophy is that the general market hal NOT been forced down a dollar, or any part of a dollar.
It is scldom that the California market is forced down between September I and the middle of December, and thie year probably will prove no exception. Demand for lumber in California and Arizona ir jurt ar active now ar it was 9O days ago. This territory has no seasonal weather to contend with and building operations chow no aigne of abating this winter.
The car rituation in the Northwert is a little easier than 3O dayr ago and rail ahipperr are getting better deliverier on stock 'coming from Oregon. This may be responsible for the fact that there has been a slight weakening in some upper grades of fir, particularly No. 2 V. G. f,ooring and green clean.
Earlier in the fall there waa a ecarcity of these itemg in California and buyerr sought to protect their customers and ordered heavily. Now trhat there orders are being delivered, it is apparent that the market is not quite in porition to absorb them all.
However, fir commons are holding firm at pricer that have prevailed through the early fall. Mi[r stilt are aomewhat independent and insisting on the going pricer. Lumber L plentiful but at the sarn€ time romewhat hard to buy.
The redwood market is just ar firm today as it war 3O dayr ago and 60 dayr ago-a bit firmer, if anything. Thit gituation is accentuated by the car shortage in Humboldt and Mendocino countiea. Mitls are having a hard time to get box can. There !€!em,! to be an ample rupply of fatr
and gondolas, and rome mills now are rhipping uppcl grades of redwood in thece open cars, covering them with reveral layers of commons. ln this way a great many buyers have been asked to take a rmall quantity of commonr along with their ordetrs of uppers so as to inrure prompt rhipment. Thir practice has been carried out ruccerfully for California bueiness, but har not been resorted to on tranrcontinental shipmentr.
----Southern California has been experiencing a peculiar local situation due to the car shortage at the San Pedro and Wilmington terminalr. Docks and wharyer have becn congerted with Iumber and earlier in the month ceveral veselr were tied up for dayr at a time unable to rmload. The railroads have brought relief in the shape of additonal car rupply in the last week and to some extent the congertion ir being cleaned up. However, many retailers in all the territory rerved through the big routhetrr terminalr have been required to wait for deliveriec.
One commodity that has taken a dirtinct dump in the last 3O days ir shingles. Prices have dropped fully 25 centr per thousand, or square, and the market rhowr no rign of early recovery. This ir not a local situation, either, ar rGports indicate a decided weakneu in ehingleo in other padr of the country.
Market conditions in the country at large are rpotted. California and the Atlantic Coart are the two dirtrictr that are buying heavily. In fac{, they are the principal elementr of rupport in the present market. The Middle Wert ir not buying its normal volume, and due to the errtwhile ehortagc of cars the mills did not take on a lot of rail orderr, contenting themselves with water bueinesr. Thir appliee, of coune, to tidewater rnills, primarily, but many interior millr have been shipping to tidewater by rail co a! to share in cargo business.
Cargo orders now constitute nearly 4O per cent of all businesr of the fir mills, but rail burineu ir relatively ro weak that all the nw buriness taken together ic rtmning from 15 to 20 per cent below production. Millr are piling up a surplur of lumber.
The rarne ic true of Southern Pine. Ordere are rubstantially below production, but rhipmentclue to lack of can -are elightly below orderr. The car situation har beeri relieved somewhat in the South in the last few weekr and mills that have rejected business on account of threatened inabititv to ehip now are accepting orden again. Thir nay
S.Perfection of the California Lumbermen's Association will be accomplished at the eonvention of the organization to be heid at the Whitcomb Hotel in San Francisco on Saturday, October 28.
That much is certain now. It is no secret that when the meeting first was called, there was some question whether the state in general would be thoroughly represented as interest seemed to be lagging in some quarters.
But within the Iast few weeks lumbermen North and South have become FRED coNNER aroused and before the meeting takes place some real enthusiasm doubtless will be manifest.
The officers and committees in charge of arrangements have wisely decided not to offer a cut and dried. progran, but will have the meeting wide open for whatever discussions the members care to offer. Of course, there will be some formal speaking, such as the ofricers' reports and other details, but there will be no attempt at long-winded oratorp'.
More than a dozen important questions will be up for decision and as the convention is scheduled to last but one day, the proceedings will be conducted with snap and vigor.
Fred Conner of Sacramento, president of the association, will conduet the meeting. The opening gun will be firecl promptly at 10 o'clock in the morning. Sessions will continue through the afternoon and wind up with a dinner at 6 :30 in the evening. A dance and entertainment will follow. Lumbermen and lumber women both will be there.
Since coming to the state two weeks ago, and taking have a tendency soon to improve the Southern Pine order accounts.
The delivery of lumber coming to Los Angeles harbor at San Pedro continues in about the same volume as has prevailed through the year. For the first 11 days of the month an aggregate of 3816951000 feet had been received, of which 7r275rOOO was redwood and the balance fir.
Official reports from the Los Angeles Harbor Commission for the month of .A,ugust account for the arrival of the equivalent of 89,555,120 feet of lurnber, of which 8319211978 feet actually was lumber and the balance latlr, shingleo' shakes, ties and polea. This report does not include cargoes unloaded at Santa Barbara, Redondo and other ports in Southern California.
The Southern California committee on the Anti-Shingle bill is appealing to lumbermen for funds to carry on the work. A subctantial sum is needed. Every lumberman
charge of the association offices in San Francisco, E. D. Tennant, the newly appointed secretary-manager, has done a tremendous volume of work and has succeeded in arousing interest among lumbermen who never were interested before. i
He has visited the San Joaquin Valley and the southern part of the state as far south as San Diego. Before the convention is held he will get into many other districts. Other officers of the association also are working to arouse the boys to action and to insure a big attendance.
At an enthusiastic meeting of the Orange County l-rumbermen's Club in the Elks' home at Anaheim last Monday evening, E. D. Tennant, secretary-manager of the California Lumbermen's Assodiation, explained the plans of the organization and urged the lumbermen of the south to attend the meeting in San Francisco on Oetober 28. As a result at least six or eight will go-maybe more. A. H. Grim, president of the association, presided. Among the other speakers were Henry Ricldiforcl and F. L. Morgan, who spoke on market conditions.
Richard A. Hiscox, well known San Francisco lumberman, and E. D. Tennant, secretary-manager of the state association, attended the weekly meeting of the Los $.ngeles HooHoo club at the City CIub last Thursday, October 12. Both rzisitors spoke on the importanee of the forthcoming state eonvention in San Franeisco, and urged Los AnEeles lumberm.en to attend.
and 6rm is being solicited. The committee are: B. . Bookstaver, Fred Golding and J. A. Thomas. All runications and remittances should be sent to the at 73O Van Nuys Building, Los Angeles.
P. I. Merrithew, representatvie of the E. K. Wood Lumber Co., at Phoenix, Ariz., and vicegerent of Hoo-Hoo there, is in [.os Angeles inviting lumbermen to attend the big get-together meeting and concat at Phoenix, Friday' November 3. A special lumbermen's program wjll be staged at the state fair. A big dinner will be served at the Phoenix Country Club in the evening. The concat will follow. All lumberrnen intending to be preeent ir€ r€quested to notify Mr. Merithew at 812 7th .dv., Phoenix, so that reservations can be made for dinner.
The regular luncheon of the California Redwood .A,ssociation was held last Tuesday at the San Francisco Commercial Club. Traffic Manager Larson presented important facts on the present freight rate situation. The Association proposes to hold the annual meeting three monthe earlier each year so that trade extension activities may be timed to coincide better with market conditions.
by a mere trifle, trifles.
ls A sale may be lost ough that overlooks the and no sale
ttWe have applied all that science and human ingenuity have contributed for PRODUCTION, but we have let DISTRIBUTION look out for itrelf."
Roger W. Babcon, National Forecarter and Student.
Thankr, Mr. Babson!
We have been aaying the rame thing to the lumber indurtry by word of mouth and by tfie written word for many, many years, and are rtill raying it.
In the article on buriner conditions in which Mr. Babron ured the above statement, he made another point that the writer has been trying to imprers upon the mentality of the lumber industry for yean. He eaid tbat too many manufacturerr concider that when they have loaded the retailer up with their.goodr, they have done their duty, whereas goo& are not really: rold until they reach the conrumer, and that the producer rhould help the retailer in every rearonable way to market the goodr.
Of coune, all rearonable men agree this ir a fact, but in tbe lumbcr burinera, probably more than in any other line of indurtry, the producer har neglected hir primary duty.
With euch authoritier ar Mr. Babrcn talking to the buriner nrn of all liner throughout the nation in tbis language and rpirit, farter advancement than in the part may be expected from thore who market their productr throWh retailerr-ar moat producerr do.
More than two-thirdr of all the lumber and forert productr manufactured in the Unnited States today go forth into the world without aelling effort of any kind on the part of the producer; rimply with a DISTRIBUTING efrort to put it in the handr of the dealer.
The entire job of making people decire it, and fmding thoee whd need it, rectr with the lurnber dealer; which wa! never intended.
The men who produce rhoel, and rairinr, and orangee, and hatr, and peacher, and canned goodr, and clothes, and furniture, and automobiler, and conetl, and rhampoor, and everything ehe t'hat you can mention, dcem ft their duty to fmd a market for it.
Not ro the lumbermen. A few, but not many.
Which ie why the lumber market is like the waver on the rcarhore; riring, falling, breaking, receding--conetantly changing, and entirely unde pendable.
Tell tem rome more about it, Mr. Babson. Your circulation ir greatcr than ourr.
I wirh the bankere of the country would refure to finance any indurtry that did not father itr product. It would be good burines for the banken, 'because it would drengthen creditr and stabili".e lumber and building conditionc.
And it would do for the indurtry what the rhoe, and rairin, and chewing gum, and orange follc did for themrelver.
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Parson Simpkin, supreme chaplain of the Hoo-Hoo, is in the North, where he is sched.uled to attend concats at Aberd.een, October 12; Seattle, October 14; Vancouver, B. C., October L7, and Portland, October 19. After attending the Cleveland. concat on October 24, he will return to Phoenix, Ariz., for the concat November 3.
Although several lumbermen in the Bay District have reported catching their limit of ducks, " Gus " Russell has the distinction of being the first lumberman to bring home the limit catch of "Sprig". Accompanied by his good friend., A. M. Shields, general manager of the Pacific Coast Branch of the Equitable Assurance Company, "Gus" made his record catch a few days ago on the ponds between Newark and. Alviso.
C. A. Thayer, secretary and manager of the E. K. Wood Lumber Company, is on an automobile tour of the East and Micldle West. He will be gone three or four months.
Men who toil for gold alone, get but little pleasure out of it. Men who mahe money with their left hand and keep the right for constructive up-building, have plenty, and get most out of life.
Arthur H. CoIe, general manager of S. E- Slade & Co., has returned from a dve weeks' business trip in Oregon, Washington, and British Columbia. Mr. Cole states that the mills are working to full capacity, and although some,of them are afrected. by the car shortage, unsold stocks are low. He says that the millmen realize that the water business now foi-s the backbone of the lumber industry of the Northwest, and as this demand has been and still continues to be heavy, naturally they are in a very optimistic mood.
Bert Dimmick of the California and Oregon Lumber Company has returned. from a ten d.ays'business trip to the mill at Brookings and to Portland. He reports business in the North very good and the mills are very optimistic.
J. H. Holmes, president, and Fred. Holmes, sales managet, of the llolmes-Eureka I.rumber Company, recently spent a ten-d.ay vacation hunting in llumbolt county- Fred reg'ained a few days longer than his father to try his luck at fishing.
A. B. Hammond, the veteran, but youthful and energetic, head of the Hammond. Lumber Company, is in Los Angeles for a few weeks looking after the mammoth retail yardand terminal properties of the company, while H. W. Mcleod, the local manager, is on a vacation trip in Canada.
Mr Hammond takes great delight in looking after the numeroris activities of his Los Angeles properties. The I-.ios ' Angeles yard is the largest retail lumber store in the world. ft is largely the creation of Mr. Ilammond's own brain. He long ago foresaw the wonderful development that now is taking place in Southern California and visioned the necessity of preparing to handle the tremend.ous volume of business growing out of that development.
While he spends the greater part of his time at his San Francisco office, Mr. Hammond is in close and constant touch with the Los Angeles end and has an intimate knowledge of what is going on in every department.
On his present stay he is being besieged by heads for more room-more room to take care stantly increasing business. And he wants to them, as he does not want the wonderful service his institution has built up a reputation to be
Consequently it is probable that some important ments soon will be authorized.
Mr. Hammond says that he has not determined the mill at Astoria,. Oregon, which was destroyed month ago, will be rebuilt.
ROTARY CUT, from selected Old Growth Timber-the pick of the Timber Giants of the Northwest.
department of the congive it to for which impaired. improvewhether by fire a
The Hart-Wood Lumber Co. have decided to discontinue their retail yard at 301 Berry street, San Francisco. This yard was started January 1, 1905, by Richard A. Iliscox, and ofricials of the Hart-Wood Lumber Co., with Mr. Hiscox as manager.
A few weeks ago Mr. Hiscox sold his interests in the wholesale end of the llart-Wood Lumber Co. to the HartWood Lumber Co., but still retained his interests in their retail yard and steamers. Mr. Iliscox figures it will take until the first of the year to close out their yard business.
'With the passing of the Hart-'Wood retail yard on Berry street, Mr. Hiscox wiII have served 28 years on this location, as prior to the opening of their retail yard, he served. 10 years with Wilson Bros. in this block. Mr. Hiscox is now operating a wholesale lumber business known as the Western States T,umber Co., with ofrices in the Fife building, San Francisco.
B. J. Boorman, president of the B. J. Boorman Lumber Company of Great Falls, Mont., one of the most important line yard concerns in that part of the country, has been in California for the last few weeks, visiting relatives at I-iong Beach. Mr. Boorman formerly was president of the Western Retail Lumber Dealers' Association. It is understood that he may establish a line of yards in Southern California.
Ir. W. McDonald, of the McDonald & Harrington Lumber Company, has returned from a month's business trip in the Northwest. I{e looked over the lumber situation in the PortIand, Centralia, Willapa Harbor, Grays Harbor, Seattle, and. Everett districts. He made the trip North by automobile, but returned from Seattle on the H. F. Alexander. He was accompanied by Mrs. IltcDbnald.
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THE WHEETER (|SG(I(|D C(l. of California
ROBERT S. OSGOOD, Manager
16th & Long Beach, - Los Angeles
Phone 271298
FACTORY: TACOMA, WASH.
Your Seruice ls (|ur Pleasure
George A. Stephenson, manager of the lumber department of the United Commercial Company of Los Angeles, has just returned from a trip to the mills of Oregon and Washington. .As Mr. Stephenson for many years rvas engaged in the lumber manufacturing business in the Northwest he is well acquainted in that territory, and therefore combined personal visits with his business nission.
Mr. Stephenson brings back the same reports that other California lumbermen have brought out of the North this fall-that the mills are weII supplied with business, that cars are scarce and that lumber is somewhat hard to buy.
Construction work on the new mill of the Madera Sugar Pine Company at Sugar Pine, to replace the one that was burned a month ago, already is under way. A small sawmill has been set up on the ground to cut out the timbers needed to build the plant.
It is the company's hope to have built and completed by March 1st a new, two-band sawmill, modern and u-p-to<tate in every particular, with a capacity equal to, if not exceed.ing, that of the old mill. A large surplus of logs at present down in the woods and readily accessible to the logling railroacl will enable the early spring resumption of operations if the construction work is completed on time.
Charles R. McCormick, president of Charles R' McCormick & Co., with headquarters at San Francisco, spent several days recently in Los Angeles ancl inspected the new McCormick dock and terminal at Wilmington. The dock is 1,200 feet long and is equipped with six tracks ancl will offer excellent facilities for the handling, storage, and forwarding of lumber.
All the creosoted piling, timbers, and lumber used. in the dock was furnished from the company's plant at St. Ilelens, Oregon. The dock will be u:rder the direct supervision of the Chas. R. McCormick Irumber Co. of Los Angeles, and wiII be ready for business about November 1.
Mr. McOormick observed the congestion of lumber at l-ros Angeles harbor, which was due to the shortage of cars. This situation has been somewhat relieved now, as the Southern Pacific dispatched some extra cars to the harbor.
Frank N. Trower has returned from a business trip to the Northwest. He visited the Portland, Astoria, Knappton, and. Coos Bay sections, and reports the mills in the North working to capacity and both upper and common stocks low. While at Portland, he met his Los Angeles representative, Walter D. Wise, who had just returned from the Coos Bay district.
Mr. Trower represents the Coos Bay Logging Co., who are operating the Bay Park MiII. He reports much aetivity in the Coos Bay district and states that the North Bend mill and Buehner mills are running two shifts' He states that one of the new improvements worthy of mention in the city of North Bend is a new four-story concrete hotel, which was erected under the supervision and financed by the citizens of the town.
P. C. McNevin, general sales manager of the Pacific Lumber Company, has returned from a month's business trip in the East. He visited the company offices at Chicago, Detroit, Cleveland and New York.
Ile reports the Redwnod market very active and the demand for red.wood. in the East strong. In order that they may look after the business of their old customers, the Pacific I.lumber Company have found it necessary to call some salesmen ofr the road. for the past two or three months.
He says that the East is feeling the effects of the car shortage, and owing to the heavy movement of fruit, it is the general opinion that the shortage will become more serious rather than show any immediate improvement' Mr. McNevin is very optimistic as to the future demand for redwood, as general business and. industrial eonditions throughout the Middle West and Eastern states show continued improvement.
While in New York he conferred with Junius H. Browne, vice-president of the company. Mr. Browne will be in New York until the first of the year, when he will leave for the C<last. Mr. McNevin quotes Mr. Browne as saying that he is "glad to have THE CAITIFORNIA LUMBER, MERCHANT in California as it keeps me in touch with all old friends and I like it very much."
It was JuIy 21st, 1861.
The Federal troops were swarming against the Confederate lines, and overwhelming some of them.
Then General Lee heartened his men by pointing to where General Jackson's men stood with their leader, receiving every charge with the bayonet, and giving not a step. And General I-.ree made a historical name for a man when he shouted:
And "Stonewall" Jackson's name has gone down into history because of that shout.
There are two men, two lumbermen, two Hoo-Hoo in the Golden State of California, concerning whom that same cry of General Lee might have been made, and that during most trying times. Those men are Frank N. Trower and Richard' A. Hisoox, both of San Francisco.
The Order of Hoo-Hoo owes a great debt to these two men, because it might well be said that there was a time in the trying days that are gone when most of the faith in the
future of IIoo-Hoo that existed on the Pacific Slope, rested in the bosoms of these two stalwart men.
A few years ago when IIoo-Hoo was split with d.issension and almost destroyed by a variety of storms such as few fraternal organizations have ever survived, interest in Hoo' Hoo and loyalty to the Order was at the lowest possible ebb. In the South, where lloo-Iloo was born, it hacl praetically ceased to exist; and entirely ceased to function. Ancl in most other places it was considered a lost cause.
And during these times when most men said to themselves: "'What's the use worrying about it-Hoo-Iloo is gone, " these two San F ranciscans were the absolute and only fortress of Hoo-IIoo in'the West. A:rtt it should be said of them with limitless pricle by their fellow members that they never faltered, never Iost their vision of the bigness of this brotherhood of lumbermen; that they "kept the faith" as men seldom keep it.
And they have had the satisfaction of seeing Hoo-IIoo not only come baek to its own, because that would simply mean a return to previous cond.itions, but have seen it reach a place in the life of the lumber industry of California such as it never knew in the old days.
"Thc
WIRIFIED CLAY SEWER PIPE
IRRIGATION PIPE and DRAIN TILE
FACE BRICK-PRESSED, ENAI\{ELED end
RUFTLED
HIGH GRADE FIRE BRICK
ELECTRIC CONDUIT
FLUE UMNG-CHIMNEY PIPE
STONEWARE-.OIIAS-TIIIXTNG BOWI.5
"Log to Stay wlth Vttrtfied Clay"
If the order establishes that Eloo-Hoo grove in the Redwoods, as we hope they shall, we suggest that two great trees, emblematic of the biggest and finest, be selected, and that one of them be named and. so marked for Frank N. Trower, and the other for Dick lliscox. It would be small repayment for men who STOOD I-/IKE A STONE WALL when all others were giving way.
Frank N. Trower is No. 12,835, and he was Snark of the Universe from September, 1912, to September, 1913.
Richard A. Iliscox is No. 14,423, and he was Snark of the Universe from September, 1919, to September, 1920.
PTYTT(|OII - PAil EtS and uEltEtRs EICLUS|VEIY. Therefore Ponel and Veneer
Sduthern Callfornia Agents for
MAHOGANY
..THERE STANDS JACKSON IJIKE A STONE WAI-rIr."
A retail lumber dealer not properly equipped to serve his trade with plans to show the various buildings and building additions into which he desires, or is able to convert his stock of building material, is somewhat like unto a ship without a rudd.er, but very much more like unto a tailor without patterns.
WE HAVE ABSOIIUTEIIY NO R,ESPECT WHATEVER FOR THE RETAIII IJUMBER DEAIJER, WHO, WITH THE OPPOR,TUNITIES THAT HAVE BEEN OFFERED HIM, HAS I'AII-/ED TO EQUIP HIMSEIJF TO SERVE HIS TRADE BY FUR,NISHING THEM WITH THE IDEAS AS WEIJIJ AS THE MATERIAIJ, fOT BUITIDING.
We would like to see the building trade of the entire country edueated by direct advertising to the consumer, to such a point that they would as decidedly refuse to buy building material from the man not equipped as a building tailor, as they would to buy clothing material from the would-be tailor who had no patterns or building ideas for the making of their clothes.
The wagon yard is a relic of the past. The sooner it passes out of existence, the better. The salvation of the building business d.epends on whether or not the professional builders are going to keep up with the times, and furnish such service as other lines of industry are furnishing.
The retail lumber dealer who deserves to survive and prosper, is he who desires, aspires, and perspires to make himself the BUILDING AUTHORITY of his territory, who equips himself and then labors intelligently and ambitiously to be, not only the material merchant, but the architect, contractor, builder, and building SPECIALIST in that entire neck of the woods.
Back to the tall and uncut timbers with the man who believes that retail lumber yard should be a drab and dreary looking storehouse of ill-kept building materials in some God-forsaken part of the town; who believes that it is his job to keep his stock of materials assorted and balanced and be prepared to serve it out to such people as happen to decide that they need lumber, and then drive up after it; who uses neither brains, energy, salesmanship, publicity, or
any of the other powerful assets in his business, that God gave him for his right hand bowers.
The real retail lumber dealer is too big a fellow for that kind of a job. Instead. of being a leech on the body social, HE desires to be SOME PUMPKINS locally. IIE casts about him to see what he may do to improve his business. And the ffrst thing he discovers is that the live and ambitious retail lumber dealers who are making a howling suc. cess of their affairs, are those who have realized that the old-time wagon yard has served its time, and that a bigger and better field has spread itself before the eyes of the professional building man.
The ambitious, up-to-date retail lumberman of the future has a ffeld that he is, and has every right to be, PROUD of. FIe runs an attractive BUILDING STORE. He locates it with other attractive business houses, and he strives to make the HOME BUIITDING STORE as attractive to the observer and the visitor, as the stores in which other, and much less precious commodities, are sold. IIe equips himself with plans, pictures, ideas and suggestions, so that he can SHOW his prospective customer what he has to sell in the line of BUILDINGS-noI IJUMBER. He realizes that the public is NOT interested. in lumber, as a r&w material, but is absolutely WIIID about lumber in its finishecl condition, in the shape of well built, well appointed, well painted and finished HOMES, BARNS, GARAGES, PORCHES, FENCES. INTER,IOR, HOME IMPR,OVEMENTS, ETC., ETC., ETC.
He goes about his home town as the missionary goes about the land of the heathen-preaching, preaching, and TEACHING, the better uses of lumber.
The poorest argument that we have heard against the idea of having the retail lumbermen equip themselves with plan book systems, and with plans and pictures generally, for helping interest their trade in building, is the argument that -('Our trade does not build that kind of houses."
Otr' COURSE THEY DON'T. That is exactly rvhy the dealer needs the plan books. He needs to EDUCATE his trade, to devise ways and means for improving the TASTE
Your competitors all have stocks of MATERIALS. The way you can get the edge on them is to be better stocked with IDEAS.
of his trade, and incidentally the architecture of the residence districts of his community.
Certainly a dealer does not need plan books and modern building ideas, if all he is inclined to do is to continue to sell his trad.e the kind of homes that they have been in the habit of buying. But the modern retailer of lumber is becoming a building SPECIAI-rIST. He is looking about him, discovering and listing the building need.s and shortcomings of his neighborhood, and then getting busy to remedy the situation.
'When he remedies the situation by interesting his town in a better class of homes, and in improving their old homes to make them more really homelike, he of course, is going to improve his own business at the same time, as it is right and just that he should.
Even though there were no extra money in its for himself, we do not see how a man with ambition could sit supinely still, and continue to help the people of his town build square-cornered, narrow-porched, small-lvindowed, box-car houses, such as they have been building for the past generation. His professional pride ought to be enough to incite him to great efforts to show his trade the difference between HOUSES and IIOMES.
Your customer, when his shoe supply gets low, goes to the local shoe store, and buys a completed, fitted, guaranteed, ready-to-wear pair of shoes. He buys a hat that is ready made, fitted to his head, and which he has admired in the glass on his own cranium. He buys a suit of clothes fitted and read.y for wear. He buys other commodities the same way. HE GETS SERVICE FROM THESE DEAI_./ERS.
BUT HOW ABOUT A HOME ? HOW ABOUT A SI]EEPING PORCH? HOW ABOUT A BUII-.iT-IN BUFFET, OR, A SCORE OF OTHER, THINGS MADE F'ROM BUIIJDING MATERIAIJ?
DOES HE GET THAT SORT OF SERVICE? IF HE DOES, HE'S MIGHTY I/UCKY, F'OR, THERE ARE FEW TOWNS WHERE HE CAN, EVEN NOW.
But he SHOULD be able to get that same service, anywhere. It is WRONG, dead wrong, for the prospective purehaser of a building or a part of a building, to have to go to an architect for a PLAN, a dealer for MATERIAL, a paint store for PAINT, a hardware store for HARDWARD, and have to do business with carpenters, painters, roofers, tin-smiths, etc., if he wants an addition to his home.
IT IS THE DEAIJER'S JOB TO FURNISH HIM THE DEIJIVERED BUII]DING OR ADDITIONS, SAVE HIM THE TROTIBIJE OF DOING ANYTHING BUT O. K. THE PIJANS AND SIGN AN ORDER.
And when the day comes when the citizen of this and
2599
every other town of the land-AND THAT DAY IS COMING JUST AS SUR,E AS GOD MADE IIITTITE GREEN APPITES-knows just where he can go for a new home, or barn, or porch, or any other item of completed building, just the same as he can get a pair of shoes or a suit of clothes-when THAT day comes, and not until then, the retail lumber business wiII come into its own.
(And take it from us, when that day arrives, he will buy his finished building in an attractive, well lighted, plate glass front store, just as he does an automobile,)
The reason why thousands of live retail lumbermen in the United States during the past two years have bought plan book systems and put them to work, is because wide-awake dealers have realized. in advance that these modern plans are what their trade DID want, even though that trade did not quite know it, and had to be awakened to the fact.
The building trade will respect the dealer who introduces new and interesting ideas in the building line in his tenitory. They learn to respect the tailor who keeps up with the fashions, the milliner who knows and sells the latest styles in hats, the dentist who keeps in touch with the newest discoveries for doctoring the teeth, the doctor who keeps up with the march of progress in medicine, and the lawyer whose mind takes account of decisions of legal interest to his clients.
Is it then unreasonable, that your towns-people will look to YOU for building ideas, and will respect your business ability, and subscribe to your business ideas, r'rhen they find that you are keeping up with the mareh of progress.
There are styles and seasons in building, just as there are in wearing apparel. You can't, you MUSTN'T expect your trade to do the building THINKING, dig up the new building ideas for the community. They expect yOU to do so, and as you live up to their expeetations, so shall you prosper.
A man without a plan, is a man without an aim; and a man without an aim is rarely successful. A retailer without plans is far worse off than an ordinary man without definite living plans, because PLANS and IDEAS are what the building trade must look for from him.
When the leading business men of Modesto recently d.e- conceded by Mr. Falconbury to be worth many times its ciclecl to hold an industrial exposition, offering a public cost. He feels sure it will result in a substantial amount of presentation of the principal products of their community, profitable business for his firm.
W. H. Falconbury, foaoafe" of tne Mod.esto Lrumber Com- Modern merchandising methods of this kind have proved. pany, immecliately' got busy. to be practical object lessons for other lumber dealers of the
- Ili'fixed.uponeof-themostattractiveboothsof thewhole country. The material for Mr. Falconbury's booth, was show and it-attracted the attention of hundreds of pros- supplied by the I-rumbermens'Service Association of l-ros pective home owners. Angeles, rwhich institution is ready to co-operatg wilh
- The aceompanying illustration ofrers a comprehensive other enterprising lumbermen in furnishing materials, picrriew of the bobth and reflects the firm purpose of this enter- l'ures, cabinets, etc,, for similar tlisplay booths. prising concern to cond.uct its business along real productive rnerchand.ising lines.
The booth itself was constructed. of wall board which ofrered. an ideal means of ealling the attenliou of the buying public to this product.
The floor was constructed of hardwood mad.e up in panels 3x6, showing he different grad.es of oak, beech, birch and maple, and was an object Iesson that commanded attention and consideration of all.
The interior was equipped with two transparency cases in which were featured attractive homes in colors. Other colored. mounted pictures adorned the walls and on the table conveniently arranged. was displayed the complete Photographic Plan and Building Service which is an all important department of this modern merchandising firm.
More than 6,000 attractively illustrated descriptive folders were given away during the week, calling attention to the iomplete service maintained by this firm for the benefit of the building public, anl altogether this general display was
Two new vice presidents have been elected and seven men added to the directorate of The Long-Bell I-rumber (lompany. With two exceptions the new officers are men who have been connected rvith the company for many years, five of them having been with the company more than .fffteen years.
W. I-r. Prickett, director, formerly general manager of what was then the King-Ryder Lumber Company at Bonami, I:a., was elected vice president. S. M. Morris, of Kelso, Washington, Western Representative, was elected vice president and director.
Other directors elected were I-.l. L. Chipman, Beaumont, Texas, manager of the Export Department; R,. W. Stith, Kansas City, Missouri, comptroller; G. A. Houston, Kansas City, Missouri lumber sales manager; J. H. Lane, Kansas City, Missouri, manager timber sales; Jesse And.rews, Kansas City, Missouri; and R. P. Combs vice president of the Peoples'Irust Company.
W. M. Beebe, presid.ent of the Burton-Beebe Lumber company of Seattle, spent the early part of the month in California, calling on lumbermen in both San Francisco and I-ros Angeles. He then proceeded. East, stopping at Kansas (lity and Chicago before going to New York.
Mr.Beebe reports that the fir mills of the Northwest are running to their full capacity and cutting more lumber
thtin they are selling. The Miclclle Western market, he says, is not buying in great volume, but the Atlantic Coast business and the California business are sustaining the present strength of the market.
The Burton-Beebe I.lumber company maintain their California office in Los Angeles, in charge of Rollins A. Brown.
Owing to increased. production at the plant of the Yosemite Lunber company, at Merced- Falls, another battery of dry kilns will be installed at once, according to present plans of officials. A new inclined railway also is to be built to tap some of the timber on the north side of the Merced river above EI Portal. H. W. Jackson, vice president of the Charles Nelson company, owners of the property, recently visited the mill to make preliminary arrangements for the improvements.
R. T. Buzard, formerly of the Navarra Lumber Company, has entered the Insurance business and is now affiliated with the E. Detrick Compan;' of San Francisco, with offices at 310 Sansome street. Mr. Buzard has been connected with the lumber business in California since 1909 and is well known by the lumber fraternity throughout 'the state. Prior to his coming to the Coast, he manufactured and wholesaled lumber in Pennsylvania. He retains his interests in the company's timber holdings here on the Coast and they still maintain their office to look after this end of the business aN 507 Crocker Building.
Our Big New Plant is now prepard to serye the California retailerc with the following stock:
Dealers who have tried this wonderful dimen sion stock are enttrusiastic over itr 6ne qualitt and appearance. ^Ash uc about it.
A splendid quality of this rtock beautifully manufactured, ready for prompt ehipment.
Three cara a day of thir ctock.
cAL.
One of the most interesting as well as one of the most cffective pieces of advertising literature issued by a lumber eoncern, or by any other concern for that matter, is the booklet on "Paul Bunyan and His Big BIue Ox," published by the Red River Lumber company.
PauI Bunyan stories have been circulated by the lumberrnen and loggers of this country ever since lumbering became an organized industry, and every one errer connecied rvith a logging camp has heard many of the absurd tales of Paul Bunyan and his wonderful prowess told and re-told many a time, but this is the first attempt to collect themor the best of them, at any rate, in one publication.
The best authorities never recounted PauI Bunyan's exploits in nanative form, says the Red River booklet. They made their statements more impressive by dropping them in an off-hand way, as if in reference to events of common knowledge. In that way the stories have been handed down frorn one crew of loggers to another and have been added to and embellished wherever an imaginative genius could set his mind to work.
Paul Bunyan is credited, of course, with some of the most notable construction work ever achieved in the great lumber regions of the West and Northwest, but long before that he was making himself a notable figure, first in Maine and New Hampshire, and afterwards in Michigan, $-isconsin and Minnesota.
His first big job in the Northwest was digging the channel for the Columbia River. Afterwards he dredged out Puget 'Found and built Mount Rainier, using the earth and rock that he took out of the bed of the sound. to pile up the mountain.
When the Red River Lumber company began opening up their forests of Sugar Pine and California White Pine in 1913 they sent for Paul, and he came and" establised his headquarters at Westwood. He has been around that part of the country ever since. In fact he has become so thorough- ly identified with that work that the Red River I.lumber Irumber company has adopted his picture as their trademark.
So the report that PauI dug San Francisco bay and built the Golden Gate seems to be erroneous, as it appears he never was in California previous to the time he came to ,'Westwood. Likewise, he cannot be credited with erecting the falls of the Yosemite.
Since coming to California Paul has recounted many of his early-day exploits and chuckled over some amusing
incidents as related in the Red River booklet.
In the Winter that Paul had the contract for logging off North Dakota he hauled water for his ice roads from the Great Lakes. One day when Brimstone Bill, one of his boss loggers, had Babe, the Big Blue Ox, hitched to one of the old water tanks and was making his early morning trip, the tank sprung a leak when they were half way across Minnesota. Bill saved himself from drowning by climbing Babe's tail but all efforts to patch up the tank were in vain so the tank was aba4d.oned and replaced by a new one. That was the beginning of the Mississippi river.
Feeding Paul Bunyan's crews was a complicated job. At no two camps were conditions the same. The winter he logged off North Dakota he had 300 cooks making pan-cakes for the Seven Axemen and the Chore-boy. At headquarters on the Big Onion river he had one cook and 462 cookies feeding a crew so big that Paul himself never knew within several hundred either way how many men he actually had.
The hen stood on the back-yard fence, Whence all the rest had fled; Her feathers all bedraggled were And dew was on her head.
" Oh, master, dear, must I stay here
"And try to lay an egg?
"I'm cold and wet and I shall get
"Rheumatics in each leg.
"I'd do my best, without a nest,
" To lay an egg or two I
"Though I hate to lay a 'soft boiled' for
"A 'hard boiled' chap like you.
" 'Twould only take a little stake
"For you to make a house
"'Where f would fear no winter drear
"Nor wet nor pip nor louse.
"Just keep me dry and warm, and I
" Can d.o what I should do.
"But if you don't-in either case,
"I ought to 'lay for you."'
SOMETHING NEW-A GREAT SELLER-A GOOD BI,IY REDUCES BUILDING COST. Sheathing _a1d lath combined in one piece..-.one less itein of material_to_buy._ S_aveslabor. Speedstrrilding. SUBSTANTIAL A-solid job of sheathing, perfectly bonded to stucco. DURABLE. No metal to corrode. Prevents cracking.
Manufactured and Distributed by
LOS ANGELES
J. D. Ricard, Mgr.
832 Union Oil Blde.
Phone Pico 1.085
Mills and Factories
,Q. F. Pray, Resident Mgr. WESTWOOD, CAL.
SAN FRANCISCO
C. R. Wisdom, Mgr. 307 MonadnackBlda
Phone Ganfield 922.
ttMore business demands more room."
This is the order of the day at the modern new plant of the Weaver Roof Company, I-,los Angeles, for two brand new buildings now are in course of construction and will be ready for use within the next 30 days.
Antl they are badly needed, too, for the present quarters are filled to capacity with the great volume of business that the plant is handling this fall.
One of the new buildings is designed for a rvarehouse and will accommodate an immense quantity of roofing. It is 100 by 60 feet and designed to handle stock both in-bound and out-bound with the greatest possible efficiency and at the least possible cost.
The other building is a machine hottse 50 by 80 feet, and will contain several batteries of the latest machinery designed. to manufacture high brade roofing material.
'With its present capacity the new -Weaver factory at Slauson avenue and Iron street can turn out four times as much roofing as the old plant that was destroyed by fire some time ago.
Saturday, October 28
Not every lumberman can write poetry, of course, so it would be indelicate to suggest that advertisements be written in verse, but every lumberman can use whatever talents he has to best advantage to serve his purpose.
That is what Mrs. A. M. Conner, wife of Fred Conner, of the Sacramento Lumber Company, is d.oing in the advertising she writes. Mrs. Conner is rarely gifted with a poet's genius, and she employs this matchless quality in develop- 'ing further desires for home ownership.
Here are some recent products from her ready pen-or typewriter:
The roses tlream of the dawn-Iight, The river longs for the sea, And for aye the birds are singing Of nests in the wild-wood tree. For the roses the dawn-light's splend.or, For the river the curling foam, For the bird a nest in the wild-woodFor the human heart-a Home. -A.
Seeking for a Home
A restless breeze goes straying Across the landscape fair; It whispers in the tree tops, It searches here and there. It rustles thru the grasses, It flies across the fenIt cannot "ss1 until it finds The little homes of men.
This is the professional "high climber" in a California Redwood logging operation. He is 160 feet from the ground, and it has taken him 3 hours to cut the top from this tree, which is 3 to 4 feet thick at this point. The topped tree will be used as a "spar for their over-head logging system.
The leading mill operators of Texas and Louisiana created this organization. It affords full protection under the California liws. Concernins our standing and reliability ASK THE CALIFORNIA LUMBER MERCHANT
(Reprinted
So many people want to know about the retail lumber rituation in California, and so many men from every part of the United States are trying to get locatcd in Califonia, that a frank rtatement regarding th" Cdifornia situation should be worth while to our readerr, and beneficial to California.
It lookr ar though about half the people in the United Stater are trying to get into California. A whole lot of thein are nrcceeding. There ir a wonderful building indurtry in California-particularly in the Los Angeles dirtrictJue to the need of rhelter for the tremendour tide of incoming population.
The lumber dealer in other partr of the country, reading of the huge building program of California, gathen the irnpresrion that this ir a fine place to start a lumber yand. The wondrour thingr he hearc about the climate makeg him more than witling to try a budnerc venture in the Sunkirt State.
.dnd entirely too many of them have been doing ro. During the part two yeanq attracted by the wonderful advertiring that that territory has had, retail lumber yardr have ctarted in the Loc Angeler territory in ruch numben that it har defied the bect efforts of the wholecalen of that immediate territory to keep their tirte of yardr up-to-date.
It ic doubtful if anyone har an abrolutely accurate and
complete lirt of all the lumber yarde in California today, for that very realon.
The timple fact ir, that there are too many lunber yardr in California right now.
There IS a demand for experienced and capable retail lumber MERCHANTS and SALESMEN in California. There ir no room for incompetentr. And there ir no need for more lumber yarde.
For any practical lumber infotrnation derired concerning California, write THE CALIFORNIA LLTMBER MERCHANT, 4O8 Fay Bldg., Loe Angelee.
The shortest distance between buyer and seller, is advertising.
It is the business of advertising to sell goods. It is the business of the advertiser to deliver them.
There is no question about what is good advertising. If it doesn't pay, it isn't good..
ft's the eroaker who is afraid of croaking, who eroaks. The man who isn't afraid of croaking, isn't a eroaker.
Advertising assists the merchant to deliver the goods in the quickest time at the lowest cost. That's service.
Practicing what you preach is the frst step. Advertising it is the second.
Spending money to get more money is a phase of better business that appeals to the man, but is practiced by the few. That's why the FEW and not the MANY succeed.
You will win the confidence, respect and. continuecl patronage of your customer, by giving him good advice.
Let the advice be always from the view point of the eustomer, and be sure that he understands that such is the case.
'When he is going to build, learn what each item he is purchasing is to be used for, and help him to purchase wisely.
Advise him how he can economize by using No. 2 sheathing, when he has ordered No. 1, and sell him short lengths, and then cut them up.
On the other hand, don't let him buy inferior qualities for use out in the weather. Make him buy materials for his roof, good flooring for his porch, good grades for all parts exposed to the weather.
See that he uses a good quality and quantity of paint to cover the structure when built, so that the lumber and mill work you sell him may get a chance to give him the service that it should.
Ilelp your customer to save money by purchasing the proper materials. If he has respect for you as a building expert, he will appreciate your advice.
If he refuses because he thinks you're a "dub", it is your fault for allowing such an impression to exist.
Good advice from an expert is always valuable.
HESE magnificent forest giantso photographed in the heart of our virgin California Sugar and White Pine timber holdings [altitude 55OO feet], indicate the splendid basic quality of our
We offer the trade a manuIactured product of equal excellence and are prepared to render highlv satisfactory seryice in all standard items, including finish, wide finistr, siding and mouldings.
Shall we quote by wire or letter?
Califomia
The Weyehaeuser interests have a big staff of high-caliber salesmen traveling over the Iength and breadth of this land selling the famous Weyerhaeuser forest products and keeping th=e name of Weyerhaeuser ever prominently before the lumber-buying public.
While most of these salesmen exercise their selling eloquence in the East and Midclle West, practically all of the freyerhaeuser lumber is produced in the'West and on the Pacific Coast.
So in order to keep the salesmen informed on what is going on at the seat of operatiots and give them first-hand f,oo#tudg. of the lumbei that they have to sell, the chief executives of the'Weyerhaeuser sales department, ev€ry so often, call all these men together,-hire ? lpecial train and' take them on an excursion to the mills and through the forest areas of the great Northwest.
This they did a few months ago. The party gathered at St. Paul and first visited the white pine mills in Minnesota' Thence they proceeded across the prairie country to the 'Western pine mills in ldaho, to the general sales offices in Spokane, then on over to Everett and Snoqualmie FaIIs, where the big 'Weyerhaeuser fir mills are located, stopping at Seattle, Portland. and other big lumber market centers before going their separate ways to their several headquarters in the East.
The party was in charge of L. S. Case, the general sales -attag6" of the Weyerhaeuser organization, a1d I' N. Tate, the as"sistant sales m&nager' When they got to Spokane they all hacl their picture tiken. Mr. Case is the third figure from the left in the lower row.
LUMBER YARDS anticipating the sale of PAINT, not ac a rideline, but as a leading building material, should first consider a line of paint that is made BY the contracting painter and contracting builder, and FOR the contracting painter and builder' Our materialr are made for the contractor who Lnowe what materidr will do to a$bt in so painting the lumber ar to improve itr acceptability.
WE TIAVE A PAINT PROPOSTTION FOR LI''IUBER YARDS. Will bc plcarcd to rubnit it oa rcqucrt'
Pluck them ripe from the tree-nourishing, appetizingdelicious. They are yours to have and to use. To let them stay on the tree and decay were wanton waste.
Use in like manner the helps, aids and suggestions offered you by the makers of the goods you have to sell'
You don't even have to climb or shake the tree-the fruits are brought to you all ready for eating.
Ilere's a firm, for instance, making, let us stiy, WAIIII BOARD.
This firm wants to SELI.I waII board THROUGH YOU. They MAKE it-you DISTRIBUTE it-ancl both receive payment for their work-profits.
The more sold-the more proffts.
They are interested. in increasing your sales-and we'Il just suppose you, also, are interested..
At considerable expense they prepare a method for enlarging the demand. and the market for wall board-a method that must be handled through you-as the one in closest touch with the ultimate consumer.
This firm specializes in wall board-they concentrate on it -they study it night and day. They know all about ithow it is made and what it wiII and will not do-and their information is naturally wider and more authoritative than that of one for whom wall board is merely incidental.
They have developed ways of using wall board. you never
thought of-they offer to show those ways to your customers-and each way means a new chance for you to make a sale.
They tell the people at large what can be done-ancl they tell the intlividual how he can do it. They create a demand -they incite interest-they strengthen a want-and then they ofrer to send that READY-MADE CUSTOMER, to you to buy.
'When you can spare time from grumbling over rotten business, put a few moments on trying to comprehend what they are trying to do for your own particular benefit.
Others are working similarly in your behalf ; other makers of the GOODS YOU SELI-/ are working out means to EEI-IP YOU SEI,I-I THEM.
Take instant and full advantage of these aids-of these fruits that are handed to you-or forever refrain from talking about hard times and poor business-of the trouble and danger of climbing the fruit tree.
Take what is handed to you and use it-thankfully.
Write us at once about our special 'Silent Salesman for Hipolito Stock Size Screens.
It's a new idea and a winner. Lumber merchants wherever it is used are loud in its praise. They speak particularly of the extra profits this Silent Salesman brings them.
Tear out this ad now, write your name and address on the bottom and mail it. We'll tell you in reply how to get the Hipolito Silent Salesman.
We remember the firgt ret of retail lumber plan books ws eyer raw, and how rplendidly they impressed ur.
We remember the firet editorialr we err€r wrote boosting and recomrnendins the use of plan booke for retail lumbermen, at a time when few retailen had ever reen one.
And we always feel a sort of pride of ownerrhip when we 6nd the dealer rnaking practical use of hil plan books to increare and improve his burinec!.
Right alwayr triumphr, and today the plan book departmnt ir a fundamental depar{rnent of the retail lunrrber businerr from ocean to ocean, and from the Gulf to the Arctic circle.
^A,nd it har not been entirely the ure of building plana that the plan book era has urhered into the lumber burineer. The big thing it har done har been to develop the Gospel of Sewice in every way.
With plan books has come the general thought of MERCHANDIIiING buildingr. ,And merchandisi"S har meant live publicity, intelligent advertiring, burineu creation and
solicitation, with dl the thousand and one interesting thingt that attend the giving of retail sendce.
Tlrere are still men who rail at the Gospel of building serice jurt ar there are men who rail at the Gospel of Chrirt; and in both caser it ir the result of rmwise trhinking, and befuddled prejudice.
That a man shall profit according to the service he giv.s the world, ir a law that is older than the solar ryrtem, and ar unbreakable as the law of gravitationand then aome.
The development of the plan businesr har been thc development of the retail lumber business from the dreary wagon yard to the modern retail building serwice rtation. It har given the retailer a mighty businesr club to work with, and the results have been inspiring.
And for this reason we have consirtently boorted the plan busineas, and will continue to do so.
"Ask and ye shall receive" saith th€ S,cripture. But the right sort of asking is more than the mere rnumbling of words. And the lumber merchant who is uring dl hir wits and his energies to ASK his trade for bucine$, and creating a foundation for hir requestr by attaining a proformd understanding of their needs, and equipping himrelf without stint to SERVE them with thos€ necessitierr-6 1tr" kind of an ASKER that is always a RECEIVER.
And the fellow who continues to mouth and mu,mble at the modern thinss that the other fellow ic doing, continuer to wonder why he ttdoeg not get somewhere.tt
Mary had a little lot Right on the edge of town, And every time she went up street, She paid a little down.
It kept her digging every day t And at last she had it paid for, A:rd then she planned a little house, For that was what 'twas mad.e for.
"Now, why should Mary build a house?" The neighbors all did cry.
"Because,tt said she, tt 'tis eheaper far To build, than rent or buy."
But Mary had a further thought Of what that house would do; For when she went into her home, She took a husband too.
Any man who has ever tried it knows that one of the most diffcult things to do is to drive a single calf-but it is mighty easy to stamped.e a whole herd.
That's Mob Psychology. Sheep stufr. X''ollow the leader.
A.d, applied to retail lumber salesmanship, it would. appear very entirely apropos; not?
If there was but one house to be built and but one man for whom it was to be built; that's one thing.
If there was but one house-and a lot of men to build it for-then the answer would still be easy.
But when you have a lot of men-for each of whom a house should be built-and each of whom has his own intlividual interests pulling him away from the house-idea; well, then.
That's the situation, mostly, in the building industry; aud. the answer seems somehow to lie in the words: "Stampede the herd".
People will do what they want-particularly a mob.
Ancl if they clecide to build houses-they,ll clo it.
So all you have to do is to get the idea-of-house-building into that mob's collective mindandvoila.
Remember please that this "mob" is the collective personality of your towns people.
Note, also, that practically everyone of them has SOME
Every merchant or professional man or laborer in town has a personal interest and profit through the builcling of a house.
Each one, however, sees only his own particular place instead of seeing the whole house. Each thinks ffrst of his own interest.
Suppose that AI-.iI-i could be shown, not merely his individual part, but the 'WIIOI.IE IIOUSE, with his part, perhaps, distinctly marked -
'Wouldn't it seem reasonable that AI_:L TOGETEER, would see their INDIVIDUAIT INTEREST in that house building?
Seems to me I read something about ,,The llome The Town Built".
"Mob Psychology"? Get together the PEOPLE INTEREST as you get together the MATERIAL INVOIJVED -and it seems that house building should boom in your town.
According to estimates of George B. McDougall, state architeet, new buildings, erected or contracted for by the tt_a!9_d1t1qiqS the year ended August I, l92Z aggregated. $5,992,627 in value. These ffgures include the new state buildings at Sacramento and San Francisco.
Every plan in these books is drawn by high-class architects of recognized ability of standing in their profession. We absolutely guar' antee their correctness and practicability.
They were made to use stock size sash and doors, and so framed that standard stock lengths of lumber will cut without waste.
We offer to the California and Arizona retail California type, beautiful bungalow homes, a viously been duplicated.
The photographs in these books were taken b' trip tt Callfornia for that purpose, and are the Our plans for them were drawn by architects
In each of these albums there are 25 original f mounted on linen and each representing a be{ The albums themselves are attractive, stiff co* purchaser printed in gold letters on the frontl
IN ADDITION-We will furnish complete an books for $ | .50 each (cash with order). We There is only a limited number of these books price is effective only until December lst, l92t
"Your Money's Wort
Our reference as to experience, integrity, ability
rmbermen two special plan books of strictly a special introductory price that has never pre-
)ur own special home photographer on a spe_cial rost beauiiful and practical homes he could find. the highest standing.
iotographs with foor plan attached, each photo irful and modern home.
ed books l2Vax1sA inches, with the name of the
rractical blueprints of the homes shown in these rarantee these plans. irst come, firsl served. This proposition and AtIA$ r)(A$ )[|, ?# D or Your Money Back"
' responsibility--The California Lumber Merchant.
We furnish the plans for the plan service for dealers distributed by the Long-Bell Lumber Co.
We furnish the plans for the Southern Pine Aseociation plan book-"Modern Homes"-of which | 90,000 have been distributed to lumber dealers.
'We furnish a plan service from which a sirigle line yard lumber concern has built fully 3,000 homes.
'We will glady furnish this firm's name as a reference.
We sell more home plans than all other plan book concerna.
Many years ago in Texas, fire insurance rates on lumber yard.s were so infernally high, that the starting and opera- tion of a retail lumber business n'as forced to give most serious consideration to the expense item of ffre insurance oosts.
They were so high that the yard man looked with dread upon his insurance premium payment date.
Then a group of thinking retail lumbermen got together ond said to one another: "I:et us throw this insurance premium money into a pot of olrr own, pay the costs and losses out of it, and see how we come out. " They tried it, several hundred of them making the experiment now called "Reciprocal Insurance." At the end of the first year they had a lot of money left. The prorated it among themselves, and started over the next year. That was twenty years ago, and they have been cloing it ever since. Some years they get baek 80/o of their premium deposit.
Five years ago the mill men of Texas found themselves in something of the same fix the dealers had been in years before.
Workments compensation insurance costs were entirely loo high, they thought. So a group of the big mill operators of Texas ditt in 1917 just what the Texas retailers had done a generation before, and started The I.rumbermen's ReciproaI Association to insure themselves and one another with 'Workmen's Compensation Insurance for their employes at cost only.
Today that is one of the greatest 'Workmen's Compensa-
tion Insurance organizations in existance. It spread to the Louisiana mills, then into Arkansas, and now it covers the South. The mill men themselves operate it. They employ a general manager of the highest type, both as to moral character and insurance ability. They pay the annual expenses of the business, and the rest of the money goes back to the insured at the end of the year. Absolute and. unqualified success has attended the efrorts of the organiza- tion since its inception.
The sawmill men who act as its Board are the biggest and most representative in the South. George R. Christie, of Ilouston, the General Manager, is a man whose word is as good as a U. S. Bond in the eyes of all who know him. Every activity of the organization is far above suspicion. They get knocked hard. often by those who don't believe in reciprocal insurance, but there is no flaw in their plan or in their operation of it.
They opened an office in California a year ago, and have some excellent accounts in the state. They are planning right now to greatly increase their aetivities in California. They operate under the California law, and can give the same service that they do in Texas and I-rouisiana. They insure nothing but lumber plants, and as a result of their specialized plan of operation they are able to give full protection in every way at very low net cost, after savings have been returned.
TIIE CAITIFORNIA IJULBER MERCHANT in this artiele, desires to do nothing more than to give to this excellent concern an honest introduction to California lumbermen. We have known the organization, its Board members and its Manager for many years, and they are the most representative and biggest lumbermen of their respective territories.
The present Board is as follows:
B. F. Bonner, President The Kirby Lumber Co., Houston, Texas.
J. W. Reynolds, Houston, Sabine I-:umber Company, Vice President.
Geo. A. Kelley, Lufkin, Texas, President, Carter-Kelley Lumber Company.
F. H. Farwell, Orange, Texas, Vice President, Irutcher & Moore Lumber Co.
I-.l. D. Gilbert, Texarkana, Texas, Vice President, Southern Pine Lumber Co.
H. S. Filson, Remlig, Texas, President, Alex. Gilmer Ilumber Co.
A. J. Peavy, Shreveport, I:a., President Peavy-Byrnes Lumber Co., Pearry-Moore Lumber Co., and Peavy-Wilson Lumber Co.
This Board represents 800,000,000 feet annual output of Southern Pine in their own concerns.
Hardwood floors now are placed in a class with watches, diamonds, furs, art goods and other priceless and valuable property-from the standpoint of the burglar, anyway.
The latest criminal escapade reported from Los Angeles is the theft of an order of hardwood flooring from a house under course of construction in a fashionable residence section of the city. The thief was followed to his home and his garage and basement were found filled with great quantities of handsome hard.wood. flooring and finish-all pilferetl from house jobs.
The live lumber dealer should organize and. operate a big fall drive.
There is no closed. season for drives after Better Business. Every lumber d.ealer in the country should be making or preparing his fall drive for business at the present moment.
The question of how much business he is going to do this fall and early winter, is going to depend almost directly and entirely on the amount of efrort that he is going to make to force such business into his own hands.
The direct question is-',What can a lumber dealer DO to improve his business, and create some interest in build_ ing right now"?
The answer is that he must sit right down and figure out some speciffc things to work on that should be of interest to a man or woman with a building idea anywhere in their heads, and. a builtting dollar anywhere in their possession, and, having settled on the points of atta-ck, he should get busy with enthusiasm and determination, AND pUT THEM OVER,.
'What is the mail ord.er lumberman ofrering the trade right now? 'What are the auto folks offering them? Not generalities, surely. Therefore yOU should use none. To advertise lunber and building material for sale at cut prices won't loosen up dollars in times like these.
You mustn't ofrer building material. That won't interest your trade. You must ofrer BUILDING FUNC_ TIONS, BUIIJDING SER,VICES, BUIIJDING ATTR,AOTIVEN'ESS, BUILDING COMX'ORT, each in a specific form for a specific PRICE.
The mail order man selects a batch of home pictures and plans; a batch of garage, and barn, and shed plans. Then he gets up a circular letter ,and. encloses literature that is attractive. Flis "copy', is what they call ,,ioformativiif It tells the prospect, before he frames the question, what he wants to know about these plans. HE NEVER, tr'OR_ GETS TO MENTION TEE PR,ICETHE FINISIIED PR,ICE.
The average retailer^who {oes attempt advertising, runs, copy that simply RAISES QUESTIONS IN TEE UflrIOS OF HIS TR,ADE.
The mail ord.er man writes copy that answers the questions raised by the local dealer.
tr'ollow that scheme. Select some distinctive IIOME plans, secure cuts of them, put a price on the ffnished home, 4nd run it in your local paper, using such copy to go with it as the mail ord.er man uses, copy thai answers the reader's questions in ad.vanee.
Have your best ads printecl as circulars on book paper, and use them as inserts for a good letter that you send the prospective home builders of your district.
Try that scheme with regards to barns, sheds, gerages, etc., appealing to those who should be interested in each particular building.
Make your town folks talk about you for the next month, and at the same time keep pumping interesting -building ideas into them, so that they will become interested likewise in YOU and your BUSINESS.
Appropriate a little cash for your X'ALI_r DRfVE, and don't try to do it on a shoestring.
fn order to make a fall drive successful, you must neces_ sarily do two things; ffrst, you must get up some interest_ ing building things to sell I second, you must ad.vise and interest your trade in those things.
Every man's situation, trade, and stocks, are difrerent from the other fellow's. Therefore, he must apply the local idea to fft his particular needs.
Dream about your business oftener. Think over the scheme that other merchanis have used. for creating interest. IMAGINE how your business would respond. to such efiorts. Consider what local service would be appealing. DREAM, PITAN, EQIIIP, ADVERTISE, -e.lfO MAKE YOUR, FALIr DRIVE A GOOD ONE.
Never in the history of the Iumber industry has there been built upon this earth any lumber manufacturing institution that compared in size and. pretentiousness to that institution which the Irong-Bell Lumber Company is now building with an army of trained men and executives on the banks of the Columbia River, in the State of -Washington.
No effort will be made in this space to detail the tremend.ous things that are being d.one there in preparation for the fifty years of logging and lumbering which this great concern proposes to do in the Pacific Northwest.
Simply some of thq interesting men and things will be shown.
The Long-Bell Lumber Company has purchased near Kelso, Washington, 70,000 acres of the most wonderful timber that grows on earth.
This company has likewise purchased several thousand acres of land at the confluence of the Columbia and Cowlitz rivers in Washington, on which land it has begun the construction of great sawmills, docks, storage yard's, shops, hotels, homes, business and. amusement blocks, and the incidental equipment and. conveniences of the most mod'ern communities.
The plant will be located inland fffty miles from the Pa' cific Oc1an, about half way between Portland, Oregon, and the ocean. It will be on the line of all freighting vsesels from Portland to the sea.
Three trunk line railroads will serve the plant. So by water and rail, the whole world. will be the market of the Long' BelI product.
Two great sawmills will be constructed. at once, and they will be equippecl to operate day and night.
A thircl mill is planned., which will be built after the first two are operating.
These mills are expected to cut 600,000,000 feet of lumber annually, or nearly 100,000,000 more than the Long-Bell l".rumber Company is now prod.ucing annually in its eleven big Southern mills in Texas, Louisiana and Arkansas.
The first two mills will stand side by side, with just a log pond between them. It will be more than a year from now before these mills are completecl.
The construction work follows two entire years of tremendous efrort, during which time the entire property has been exhaustively surveyed and mapped. The logging has been laid out to the last tree on the timber, so that when they start they will know where the first tree is to be cut on the ffrst logging spur, and where the last spur will cut the last tree.
The Kelso plant will require the services of 4,000 men when fully completed and operating.
It will have a large outlet for part of its production in California via the water route, aud. plans to that end have been under consideration.
S. M. Morris, formerly manager of the l-rong-Bell plant at lrufkin, Texas, and a young man of great ability, is General Manager of the Long-Bell affairs throughout the West, and at present living at Kelso.
J. W. Martin, for twenty years associated with Lrong-Bell manufacturing activities in Louisiana, has returned. to the fold and is manager of ' construction of the three mills at Kelso. Mr. Martin is an outstanding figure in the lumber industry, and an authority on mill construction.
A Glimprc of tbe Big Fir TreerC. A.Huffman is construction engineer, and J. M. Raglantl is ofrice manager and chief clerk. Wesley Vandercook is chief engineer.
The great Kelso operation is simply a gradual transfer of its operations in the South to the great Northwest.
The mills at Kelso will probably be cutting for fifty years.
AII this new product will be branded with the I-.rong-Bell brand, every human in the Long-Bell organization being
thoroughly sold. on the wonders that advertising and' tr-ademarking has done for their company and for their product.
While the I-.rong-BeII mills in the South have a number of years yet to run, the executives have planned their timber cutting so that all of them cut out at about the same time, probably five years from now. Long before that time the Kelso mills wiII be cutting and distributing their huge output.
Most of the live lumber d.ealers of the country tod.ay, carry wall board in stock. Most of them have learned. that it is a splendid eommod.ity that goes hand in hand with their regular stocks of building naterials, particularly in these kind of times when lumber has long been at a premium, and when this excellent and attractive material-made from wood pulp and. therefore a lumber itself-can and does in so many practieal ways work hand in fist with lumber in building, rebuilding and. repairing.
The fall is probably the best season of the year for the promotion of the use of wall board. The only other seasons that compare with fall for this purpose are winter, spring and summer. All seasons are open seasons for wall boartl use, as a matter of fact, just as they are for all builcling THINKING. But the fall IS a mighty fine time for making folks dig up dollars to trad.e you for wall board.
It can be used in a variety of ways, as is evidenced by the literature issued by the big waII board. firms. ft is a grand sheeting for new homes, for new ofrices, for new factories, iu fact for any buildings .where a substantial, practical, attractive inner lining is desired.
It makes a beautiful wall for the interior of the home. It is wonderful stufr to use for simply covering up old wall paper or old plaster, and putting a brand new and attractive wall inside the house.
This is a great time of the year to use wall board for improving the attic, and making it a practical and comfortable
A kiln dried board has more moisture inside than on the surface.
Oak Flooring made from resawn kilndried lumber has but one DRy surface.
SUPERIOR BRAND Oak Flooring, all thicknesses, is equally dry on both sides as it is not made from resawn lumber. Manufptured
room for various utilities. Beautiful play rooms for the kids, or libraries for all the folks, can be made from roomy old atties, at very little expense.
Lots of folks get tired of looking at the same old time interior to their home. A little wall board, and the interior is changed, brightened, nade attractive and satisfactory. There is really no limit to the things that can be done with wall board. for improvement of builcling interiors. It is a wonderful addition to builcling material commodities, and one that permits a wide range of mental and physical activity of the builcling merchant.
Ilere is one of the big troubles of a whole lot of well meaning lumber merchants:
"f am going to set the river on fire-TOMORROW. ttl've made up my mind to turn over a new leaf, and nake the folks of this town sit up and take notice-TOMORROW.
"I've got some dandy good schemes in my head for improving the HOMES of this town, and believe me f 'm going to rlo it-TOMORROW.
"I've been standing still long enough, and I'm certainly going to start advertising and merchandising-TOMORROW.
And the answer is:
THERE IS NO TOMORROW. Tomorrow and yesterday are d.ead wood. Live TODAY. Work TODAY. Do things TODAY.
THROW AWAY YOUR, HAMMER, AND GET YOUR HORN !
BRUSH AWAY THE COBWEBS AND BEGIN HITTING THE BAITIJ-NOT tomorrow*ToDAY !
Welcome with open armr the man who comeE to you with honest suggestions for tfie improvement of your business.
The tour started in New York City, and ended at San Francisco. ft was a thorough success at every point and from every viewpoint. These four gentlemen took upon themselves the duty of telling the wholesalers of the country about the work of the American Wholesale I.lumber Associaion, and of spreading the gospel of the wholesaler. Their chief aim was to make the wholesaler of lumber just a little prouder of his profession, with the clear understanding that if you make a man proud of his business and give him a
bigger vision of his business, you will cause live up to that improved vision in his own attitude toward the business.
The quartette, reading from left to right, Joseph E. Davies, General Counsel. L. R. Putman, Directing Manager. Ben S. Woodhead, President. Dwight Ir. Hinckley, Director.
him to try and operations and is:
Here is a picture of the four-ring circus that the American Wholesale I.rumbermen's Association recently sent on a tour of the United States, meeting with and talking to the wholesalers of lumber.Nothing is so Productive in the Science of Selling as the Plain, Sincere, Straight-forward Truth.
"The Atlantic Coast is especially busy with the receipt of fir cargoes from the West, " says W. H. 'Woods, sales manager for the Coos Bay Lumber Company, who has just returned from a two months' trip to the Micldle West and Atlantic seaboard.
Mr. Woods went East with the idea of gathering firsthand knowledge of business conditions in that part of the country and reports that he found prospects very satisfactory.
Through his efforts the Coos Bay Lumber Company disposed of a large quantity of Port Orford cedar shop lumber in various cities from Milwaukee east as far as Pittsburgh; the company also placed a quarter million feet of shop ced.ar in New York.
"Practically all the cities in the Micldle West are busy with house building," is Mr. Woods' further comment. "Yard stocks are quite low."
. Buitding permits at Taft reached. a total valuation of $400,000 in -September and the same rate of activity is reported for October. Many new public buildings are being erected, but a substantial volume of new business represents private homes.
W. M. Gunton, a Chicago lumberman, is visiting his son
H. M. Gunton, sales-manager of the Santa Fe Lumber Company. Prior to his loeating in Chicago, Mr. Gunton was in the lumber business in San Franeisco, anct is well known among the lumber trad.e of the state.
Ile made the trip by automobile and was accompanied by his wife. After a short stay in San Franeisco, he will return cast by way of Southern California.
REDWOOD ORDERS GBOWING EEAVIER,
. Redwood orders for the week ended September 30 inereased by approximately 1,000,000 feet over any total attained during any weekly period for the month of September, &ccording to figures compiled by the California Redwood. Association. These figures show new Redwood business totaling 8,245,000 feet, with shipments of 9,294,000 feet and production of 8,812,000 feet, all for 14 mills, and for the week ending Saturday, September 30.
MUCE BIILDINC AT OROVILLE THIS I'ALL
A' aggregate of $40,443 in builcling permits is reported from Oroville for the month of September. This is one of the best builtling months in the recent history of that enterprising cit5'. The same builcling boom is continuing through the present month.
We bave ready for prompt rhipment fron our Bay Point, Cal., plant, a conriderable quantity of
We are ready to take cutting orders for 3- and 4inch Common Cedar Wharf Planking.
Since the beginning of time, martt faith har been founded on the thingr that endure-the mormtainr, fonertr, laker and rtreams.
For two generationr men who know how to create and build fine trhingr have accepted PIONEER PRODUCTS
Ar their Standard
The exact color and finish of the paint in each individual paint can manufacturett by the Paraffine Companies, Inc., of San Francisco, is revealed through a hole in the label as shown in the accompanying illustration.
An operator paints a spot on the outside of each paint can with the same color that is contained in the can. The label is provided with a small circular hole which is placed over the spot exposing the color to view, a practice that is greatly appreciated by the trade. How Paraffine Companies Place Spot on Paint
Cans so Purchaser can see the Color
He is Buying.
An inquisitive subscriber wants to know which, in our experience and judgment, is the best seaEon of the year for a dealer to malre an intense outside campaign for business. We have watched modern building merchants very carefully for years and we suggest that summer, winter, fall and spring, are perhaps the most productive.
L, W6^VWWW & W@^ CAR AND CARGO SHIPPERS Flr, Eenlock, $pnrce and Red Cedar Products HENRY BUILDING SEATTLE, rr. S. A.
In the withdrawal from active business duties, on October 1, of Joseph Fyfe, the venerable head of the Stockton Lumber Company at Stockton, one of the oldest as well as one of the most highly respected. Iumbermen in the state passed from a eareer of constructive usefulness to one of honored and. contented retirement.
Mr. Fj'fe has been in the retail lumber business longer, perhaps, than any other man in California. More than 50 years ago Mr. Fyfe came to Stockton
IosEpH FyFE and became connected with the concern of which he afterwards became the executive head,
Under the arrangement just carried into effect for the consolidation of the Stockton Irumber Company and the Simpson-Gray Lumber Company und.er the rnanagement of Charles G. Bird, Mr. Fyfe will retain an advisory connection with the enterprise and will give his successors the benefit of his long experience and his ripe judgment.
Few men have been more 'actively associated with the business life and development of Stockton during the last fifty years than Joseph Fyfe. He has been a member of the city council, organizer and president of the city street_ car syitem, bank president and director, and has interested' himseff in many other lines of community development.
Mr. Flfe was born in Ayrshire, Scotland, only a few miles from the birthplace of Robert Burns. Early in life he entered the employ of one of the ship-
yards on the Clyde River, the largest in the world., and there learned the details of the lumber business which stood him in such good stead. for the rest of his life.
A brother preceded him to San Francisco and. his mother being dead and the home ties not binding, it was on the brother's invitation that he decided to come to California. Ile reached San Francisco in 1869, but came on to Stockton the next year, where he procured. a position as bookkeeper in the firm of which he later became the head.
Back in Scotland, there was Iiving a boyhood sweetheart, Annie Morton Bruce. She, too, came to California and she and Mr. Fyfe were united in marriage in St. John's Episcopal church in San trbancisco on-the 5th of June, 1873.
hetter known to the people of Stockton as Oak Park.
He also helped to organize and for years was a member of the Stockton Hook and Ladder Company, a volunteer organization which fought the ffres in the city before the clays of the paid fire department. He was the last president of the organization before its place was taken by the new department.
I-.late in the eighties, a mule car line was put into dperation on Center street. Mr. Fyfe and three associates be-
c:ame interested in the introduction of electric transportation into Stockton. So in 1892 they bought out the old concern and inaugurated the Stockton Electric Railway Company. I\[r. Fyfe was president of the company for many years and was acting in that capacity when the corporation and its property was disposed of to the Southern Paeific in 1906.
Mr. trlfe also assisted in the organization of the San Joaquin Valley Bank and was for twenty-ffve years a director or ofiicer of the institution. In 1916 he retired from
The Union Lrmrber Co. produces 140,(XX),(XX) feet of Redwood annually froqn itr own C,ali. fornia Mills, and is therefore an entirely DEPENDABLE cource of Redwood supply for producL
They hacl two children, Joseph, Jr., who ii- s."rct' c"iu is in the lumber business in San Francisco, a member of the firm of Fyfe & Wilson; and Mrs. G. B. Ilamilton, whose hus. band is an officer in the med.ical corps of the army. Iler home is in 'Washington.
JosEpH FyFEA few of the outstanding evbnts in Mr. Fyfe's business career in Stockton are well worth noting. During the eighties he was eight years a member of the city council and took active part in politics.
He also organized and was actively associated with the Caledonian Club, an organization of Stocktonians of Scotch birth ancl blood, which bought Gooclwater Grove as a picnic ground for its holiday celebrations. This grove is now
the presidency to give all of his time to his lumber interests. At present he is a director of the City Bank.
Mr. Fyfe has been something of a fraternal as well as a business man. Ile took the ffrst degree of Masonry in Scotland. when 19 years of'age, and is a member of Morning Star Lodge, F. & A. M.; Chapter No. 28, R. A. M.; Stockton Commandery, K. T. ; Islam Temple of Shriners; Stockton Lodge of EIks, and Charter Oak l-rodge, Knights of Pythias. He is the only surviving charter member of the last named lodge. He is said to have been a Mason longer than any man now living in California.
ft was just ten years ago that Charles G. Bird came to Stockton and took over the lumber business of Simpson & Gray, one of the city's pioneer firms, He organized the Simpson-Gray I.rumber Company and became its president and general manager.
There isn't a more energetic booster for Greater Stockton to be found than Charlie Bircl. The sound of the saw and hammer is music to his ears. Every new home that goes up in Stockton calls for more lumber and that's where Bird shines. ft must not be thought, however, that his motives in promoting Stockton are entirely mercenary. Bird lives in Stockton; he believes in Stockton, and he's never quite so happy as when rend.ering a civic service.
Although an extremely busy man, he ffnds more time for labors of love than the ord.inary man. He has given liberally of his time, money and efrort to the upbuilding of the Y. M. C. A., the Boy Scouts, the Camp.Fire Girls, and. other local organizations. He is a member of the Stockton Municipal Camp committee, and declares that a few years hence Stockton is going to have the finest outdoor camp of any municipality in California. He holds membership in various branches of Masonry, including the Shrine, and is a, past president of the Rotary Club, in which he is an earnest worker and a center of life and jollity.
Mr. Bircl has won success in his chosen sphere only by clint of hard work and close application. He learned. the lumber business from the bottom up, starting in as a planer with the Zerrith Mill ancl Lumber Company of East Oakland. Then he gained experience as a traveling man and in 1898 he became bookkeeper and cashier. For over ten years before coming to Stockton he was connected with the Pacific Coast Irumber and. MiIl Company of Oakland, one of the largest lumber concerps on San Francisco bay. Then he came to Stockton.
Mr. Bird is a man of family and he is a great lover of the outdoors. IIe knows eyery summit of the Sierra and is fond of fishing, especially in the I-rittle Truckee.
Ben Woodhead, the big bell-wether of the wholesale luurbermen, who has been visiting in California the last few lreeks, tells a good. one, in speaking of trad.e ethics.
A nigger who owned a prosperous shoe-shining stand was approached by a less fortunate brother for a loan of "fo' hits. "
Of course the shoe shining artist eould not make the loan; hadn't he just joinect the Chamber of Commerce of which I\{r. Hodge, the president of the First National Bank also was a member, and hadn't the Chamber adopted a code of ethics whereby members would not interfere with each other ts business ?
"An' Mistah lloclge ain't goin' to shine no shoes and Ah's not gwine to loan no money," was the clinching argument.
It is said of Schwab that when we found a process or a machine that could do better work than the one he was using, he immediately scrapped the old one and. installed the new.
RESUIJTS were what Schwab wanted..
IIe calculatett that the rebults swallowed up the "cost"'
He knew that the "cost" of his product would be increased if he eontinued to use the old methods or machines.
And. sometimes we run across a home builder with Schwabian ideas.
His ttresultstt-his ttproducts"-are comfort, ease, convenience, beauty, protection, credit,-all of these things that come to, and rightfully belong to, the man-who-ownsa.-home.
Such a man will sit down and thoughtfully and intelligently cast up the several items of "results" and place against them a clefinite figure.
Against this he will place the cold money value of the labor and material required to install the new machine that will bring those results.
'
And-he builds that home.
That man understands the real value of those results: and. he knows that once this new machine of his is installed and working, it will prod.uce results whose own value will quickly eat up the original cost of that machine.
Try this line of thought on the next man you hear of who is improving his BUSINESS methods or equipment, and. who could own a better IIOME than he now has.
lf,fc oficr one of the beet nanufactured t rth in ttc markctBdght, full width and thichers-up to gradc-rind nedc from ctrictly old grorvth yellow Fir.
WILL YOU TRY A CAR?
Alro cvcrything in DougLrr Fir Lunbcr.
"Uaivcrrity Brand" Shinglc. lrG our Spccirlty.
Again we have "something new under the sun."
This time it is Hemlock flooring.
And it is not new, exactly, either, for Hemlock flooring has been coming to California for several years and found. wide popularity among its users; yet it is not as well known as Fir flooring or the various species of hardwood flooring.
Many of the mills in Oregon and Washington are now manufacturing Hemlock flooring and many California dealerrs have bought some of this stock in recent years. Among the principal manufacturers of Hemlock flooring are the Weyerhaeuser mills at Everett, Wash. This product is distributed throughout California and Arizona by Charles R.
& Co.
The Weyerhaeuser flooring is end-matched and otherwise
perfectly manufactured; it presents a most attractive appearance and procluces a beautiful, serviceable and durable floor. The species of Hemlock growing in the Northwest is one of the hardest of the softwoods and for a great mauy purposes Hemlock flooring is preferred, by a great many people, to hardwood flooring.
In the first place the Hemlock of the Northwest-now known to the trade as Pacific Coast Ilemlock-should not be confused with the old-fashioned Eastern Hemlock or just plain Hemlock which wood it closely resembles, but to which rt is highly superior. To the ordinary lumber dealer or wood consumer the word Hemlock signifies that species of Hemlock that abounds from Pennsylvania along the northern tier of states to Minnesota and which is known to the
world as just plain Hemlock or Eastern Hemlock.
Pacific Coast Hemlock formerly was called Western Hemlock, but the name was changed a year or two ago because many Eastern people still confused it with the Middle Western species of Hemlock. To them Wisconsin and' Minnesota were t''West" and "'Western llemlock" meant, therefore, that it came from that part of the eountry. So the name "Pacific Coast Hemlock" was adopted because there could be no confusion about its geographical origin'
The wood of Pacific Coast Hemlock is moderately strong, of fine, even grain, rather light in color, light in weight and odorless when dry. It is soft enough to machine easily, yet hard and firm enough to wear rvell and take a good polish. ft eontains a relativley high percentage of moisture when green, but seasons readily under proper drying conditions without abnormal shrinkage.
The grain of Pacific Coast Hemlock is uniform and straight rlnd it has a fine texture. The gradual change in the character of the cells composing the spring and. summer wood and the compactness and strength of the tissues give it eIcellent v'.aring results. The wood fibers are long and tough. Knots, in most cases, are so diffused with the wood fiber that they are unlikely to affect its strength or fali out when the rvood. is dried. The green, fresh cut wood is gray-white in color, often tinged with red which changes to a yellowish trrown in air'seasoned lumber. The dry, dressed. stock is gray-white, except for the summer wood, which is distinctly brown with a slight trace of red. The spring wood, which composes the bulk of the structure, has very little color.
In protected situations Pacific Coast Hemlock does not ordinarily absorb moisture from the air in sufficient quantities to cause it to swell or warp, but it is less durable in contact with the soil than other woods used for these purposes, and is not recommended for use und.er these conditions.
When dry it takes paint, stain and enamel exceptionally well. It also is very receptive to glue, a very desirable quality in many cases. The merits of this wood. as a flooring have been recosnized amonE millmen for a considerable
period of time and wherever used as a flooring it has demonstrated its value.
It remained, however, for the Weyerhaeuser Timber Company in its mills at Everett, -Wash., to produce from this Pacinc Coast Hemlock the very finest thing in softwood flooring imaginable. This is 1xB End Matched' Hemlock Flooring. It. is developed in the grades of No. 2 Clear and Better Edge Grain, No. 3 Mixed Grain. Their stocks show 70 per cent No. 2 Clear & Better Edge Grain, 18 per,cenl.No-. 2 Clear and Better Flat Grain, 10 per cent No' 3. Mixed Grain, with a very small percentage of No. 4 Mixed Grain. Liengths are 2 feet and longer, approximately ?0 per cent being 8 feet and longer, although in the No. 3 the proportion of lengths shorter than 8 feet is somewhat greater. t-ttt. shows i far higher ayerage length than is generally possible in hard.wood, as users of hardwood know that a high per' eentage of extremely long lengths is a rarity.
The stock from which this wonderful flooring is manufactured is carefully and thoroughly kiln dried, and the thoroughly dried strip is then sent to a special planing and matching machine of the type which is used by hardwood flooring manufacturers. The stock is fed through this Tachine on ed.ge instead of flat, as in the regular flooring machine, attd th" face working is accomplished by rapicl-ly revolving disk heads instead. of knives set in cylindgrs. the material comes into contact with the first revolving disk head., which takes oft all surplus wood down to approximately 1-64-inch of the actual finished thickness of the flooring, and leaving for the second disk heatl only the -final finlshing and smoothing. The proof of the better work accomplished is evidenced by the fact that, whereas stock manufactured on the regular machine shows knife marks, the flooring manufactured on this particular machine presents a perfect surface, absolutely free from knife marks, and carrying a high degree of polish.
Eitra care is given to the side matching and end matching of the flooring, and this work is accomplished with such exictitude that, given a good. sub-floor and careful attention in laying, an almost perfect floor may be obtained'
Don't be afraid of having your stack too even or your office too clean, or your employes too courteous. Remember that the candy store that gets the high class trade is the one where the sweets are picked up with little tongs, not where they handle it with moist fingers.
"ff It's from Barr's It's of the Best."
This expressive slogan, employed by the Barr Lumber Company of Santa Ana to distinguish its service and its produets, might well be applied to the new store, office and sales room just completed and. now occupied. by the executive stafr of the firm.
The Barr Irumber Company and O. H. Barr, the president, long have been recognized among the leaders in mod.ern and progressive merchandising methods in Southern CaIifornia. The new home of their institution establishes them securely among the leaders of progressive lumbermen in all California.
"I:et us build.,".said Mr. Barr in preparing plans for the new office, "not only a place where we can keep our books and write our letters and transact our business, but a sanctum for every man and every woman of Orange county who cherish thoughts of a new home or an improvement to the old. home in their hearts. "
And he has succeederl mightily in carrying out that idea. The new establishment is as much difrerent from the oldtime lumber yard. as an eight-cylinder automobile is from a one-horse shay.
A woman who has in mind thoughts of builcling a new
home or improving the old home can go to the Barr Lumber eompany's office and do her builcling shopping. She doesn't have to go down a side street, through an unkept entranee into a dingy ofriee and then look at a pile of boards and timbers that offer her no thoughts of the purpose with which she came.
Instead., she drives down an attractive street to a handsome building, surrouncletl by trees and. shrubbery and steps through an inviting doorway into a cheerful, restful room where pleasant and courteous attendants wait on her, She is conducted into a well-appointed. room, nicely furnished, where plans, photographs and building ideas are suggested to her. In other words she is given "building service. "
'Without question the Barr ofrce is one of the most attractive lumber offices in Southern California and. there are few in the state to eompare with it.
AII the service arrangements are planned especially for the accommodation of the patrons. You can obtain an estimate, place an order, pay your account or consult with the officials all at the same time. Ever;thing is handy and convenient.
The entrance lobby is finishecl in the popular and beauti-
Irrprerive Entrancd of Hen&omc Ofricc, Storc and Salcl RoonA pile of boards in the yard shows what they are.
A plan book in the office shows what they do. And Do sells more than Are.
ful figured southern red. gum, while the private office- is panelecl in the olcl stanclby, quartered white,oak, both-ffnished natural. The man ofrice is completely paneled in Douglas fir faished. in soft silver grey stain that is as eharming as it is restful.
One ol the special features is the bright cheerful serviee room built of plaster and National wood core wall boards and finished in ivory enameled redwood' trimned with mahogany.
fn-tnii room the photographic house plan service will be kept and all interested in planning a home are requested to call and spend as much time here as they can-spare-. - -
There are two cedar closets, one built of Port Oxford' white cedar and the other of genuine Tennessee red' cedar' Eleven kinds and grad.es of hardwood fiooring are shown in panels on the counter tops,. showing exactly how each grade appears when ffnished. "
The liu-"" "o-puny succeeded the Griffith company which was establishea in fBZg. It is the largest lumber and woodworking establishment in Orange county, -employr,n-g about 60 men] The yards and mills cover nearly two blocks of tu\1;n, of the workmen have served' over twenty-five years with the company.
My song is of a simPle lath, The whic[ most everY dealer hath, And which he stores in bundles in The yard or in the shed'
It seems a very little thing
To be the object that I sing, But I must get on PaPer what I have within ny head.
'When it has an active master
It can more than just back Plaster, Anil I want to mention brieflY
Some few things that it can d.o.
As a lattice you can use it
And with vines and roses fuse it
fnto pergola or summer house
Of rainbow tinted hue'
'When on some uprights they are tacked,
You'Il see 'twas all that really lacked
To make a lovely Promenacle
Of any back yard Path.
And mother finds it easY PlaY
To put her knives and. forks awaY
'When separated by some bits
Of smoothed and varnishecl lath'
It will holcl a kitchen curtain'
As a rule it's fairly certain, Ancl it comes in mighty handY when
You've lots of things to mend.
To the llouse, it means erection,
To the Boy, it spells correction, Ancl in either ease, with house or boy, It fincls a worthy end.
It is but a grown-up sliver, And you'll easily diskiver
That it has a lot of uses other Than to make a wall. It is well worth your attention, For there's room herein to mention But a very few lath-uses antl You ought to know them all.
We've got the quality of goods to supply the Southern California lumber trade, and above all, we have the ability to give unequalled service in the matter of delivery. We make
24 Hour Delivery to any part of Southern California on Stock Material
One week's delivery on Special Manufactured
Material
lr-11
We carry in ctock a big supply of fir and white pine doorq windows, and sash. Also glass. Also fir and redwood columng fir and redwood garage doors.
WE MAKE SPECIAL INDUCEMENTS ON ORDERS OF 2OO OR MORE OPENINGS
lf you want Qudity, Satirfaction, Scrvicc and Fart Dclivery, writc, wirc or phonc ur.
Telephone: Pico 6740
Mr. Dealer:-
Here is another 3-column newEpaper advertisement that makeE a building appeal from a most practical and potent viewpoingResponsibility. Use it as you see fit.
The story is told of the old mother cat who lived on one ride of the rtreet, and the ^A,irdale dog who lived on the other. ordinarily, when the dog wandered acrorc the rtreet to where the cat Iived, the cat promptly "beat it."
But now and then there came to virit the mother cat an occasional batch of kittens.
when THAT happened, and the Airdale dog wandered into the cat'a back yard, thinge were difierent. There waa a tangle of rnarlr, a bushel of fying clawr and teeth, a cyclone of offended feline rage-and the dog f,ew for hir life, nor paused in the manner of hir going.
whv the change? Because with the RESPONSIBILITY which those kittens brought, came the vision of her rightr ar a mother; faith in her ability to defend her young; courage to face the otherwire fearrome intruder; and the energy to go through with the charge that brought vieory.
And folks, that'r what HOME does for a man.
The responribilitv of a HOME; a HoME to live in, to work and rave and racrifice to pay for; a HOME of his own with all the world outside; a citadel where he ir KING.
It bringg to him, alro, the proper vision of his citizenrhip; faith in hinr. self and his opportunitier; courage to meet hic rerponribilitier and hb problems; energy to go through with hir rerponsibilities as a REAL home owning citizen.
What a grand character builder, ir HOME.
The new office and store room of the Patten & Davies Irumber Company at their place of business at 132 'West Avenue 61 in the Highlancl Park district, is nearing completion and soon will be ready for occupancy. The new building is 35 by 50 feet, and is finished in stucco with a plate glass front. It is one of the most modern and attractive lumber offices in Southern California.
J. G. Startup of the Fir Tree Lumber Company of Tacoma, accompanied by Mrs. Startup, is making an automobile tour of California. They have visited some of the scenic spots of the state and will spend some time in Los Angeles and San Francisco before starting North again.
On his recent trip to the Northwest Frank Paramino arranged for permanent representation in Portland. to handle the interests of the Paramino Lumber Company in that territory. He chose the Jay S. Hamilton Lumber Company, the head of which is Jay S. Hamilton. A better selection could not have been made. Mr. Hamilton is one of the keenest and. squarest lumbermen on the Pacific Coast and knows every lumberman and every foot of timber in Oregon and Washington. During the war he was in charge of distribution for the Fir Production Board, and gained a thorough and intimate knowledse of affairs in both Northern states'
'With a capitalization of $50,000, the Hollywood Planing Mills at 6610 Lexington avenue, Hollywood, has been ineorporated. by R. J. Buck, H. H. Grece and H. A. Hucke. They have bought all the interests of Herbert Scholfield, the former owner, who will retire from active business. The plant is well equippped with modern machinery. A new ofriee will be erected.
Robert I[. Parker, sales manager for the E. K. Wood Lumber Company at Portland, passed about a week in San Francisco early in the month and took occasion to renew acquaintance with his numerous friends here' Mr. Farker formerly was with the E. K. Wood..organization in California and went to Portland last winter, succeeding Harry Vincent, who now is in charge of sales in the San Francisco office.
According to late estimates of the United States Forest Service, an aggregate of $115,000 has been spent in actually fighting fires on national forests in California and on properties adjacent to national forests this year. There has been s total of nearly 850 separate fires in the state, of which 660 were held to areas of less than 10 acres. A total of 95,000 acres has been burned. over in the government forestg and 50,000 in private forests.
how much siding shorter than ten foot lengths HAS to be used on California bungalows.
. Is it not a part of the extra service that Jack Dionne has been preaching, to show your customers the advantage of BUYING shorts instead of long lengths?
WE CAN BACK YOU UP in that service by furnishing specified amounts of short lengths, the quickness of shipment being in proportion to the percentage of short lumber you can take.
We rpecialize in rhlngler both grcen and dry, all grader. Watch our weekly quotation rhectt for pricee. Your order will receive the conridcration of our entire organization. Northern Californie orderr rhould go to Seattle. Southern California and Arizona to Lor Angeler ofricc.
At the meeting of the Los Angeles Eloo-Hoo club at the City CluF on Thursday, October 5, Curtis 'Williams, the new vicegerent for the district, wielded the gavel for the first time and was given an enthusiastic ovation by the assembled cats.
Mr. Williams' choice as head of the district is a popular one and his administration promises to be one of the most successful in the history of the Order in Southern California. He was
cr,,Rrrs wrLrAMs designated for the_ pl.ac9 by the members themselves and his formal appoint- ment was a mere confirmation of what the membersfrlp naa d.one.
It will be Snark Williams.' pu_rpose, he says, to build up the membership of his districf during his adniinistration-l not so much with the idea of acquiring mere members, but to maintain _the highest possible slandard in the quality anct character of the organiZation.
Curtis Williams has been connected with the lumber in_ dustry of the Los Angeles terriotry for more than 25 years. D_urjng most of that time he was with the I_r. W. Blinn ;"gr;_ ization, Ieaving a:r executive position there, about fo;" t;;; !Bo, to elnbark in the wholesale business.for himself. He has offices in the Trust & Savings buililing.
He.is ]t[.o. 1_1,50.3 in the IIoo-Hoo fraternlty, which shows that he joined quite some time aso.
X'r!{ay, November 3, w_ill be a big day in the annals of IIoo-Hoo in Arizona, for that will be-Hoo-Hoo day ;;;t;_ bermen's day at the state fair in phoenix, and there will be a gathering of the faithful from all parts of the state and from many sections of other states.
. John C. I-right,. state counselor for Arizona, is working hard on the preliminary arrangements, but he is ably as--
sisted by P. I. Merithew, vicegerent for the clistrict of which Phoenix is the center.
All visiting lumbermen are expected to attend the state fair during the day and then join in the big eoncat at the Adams Ilotel at 6 o'clock in the evening.
The principal speakers of the evening will be Supreme Senior Hoo-Hoo C. D. LeMaster of Fresno, and Parson Simpkin of Santa Monica, chaplain of the Order. Following the dinner and speaking a concat will take place.
AII vicegerents of the state will go-operate in interesting members and lumbermen in attending the state fair on this day, and in securing applications for new members and reinstatements of olcl. Every retailer, wholesaler and manufacturer of lumber in the state will receive an invitation to participate in the event and make this Hoo-Hoo and Lumbermen's Day one of the outstanding features in attendance,
It is anticipated that this concatenation in new members and reinstatements will break all records of the year and 'u'ill result in the organizing of Hoo-Hoo clubs in all principal cities of the state. The Hoo-Hoo and lumbermen of the state of Arizona are looking forward to this day as one of both pleasure and interest.
(From the Gulf Coast Liumberman.)
On the Pacific Coast Hoo-IIoo has finally come into its own; has fulfilled the vision of its strongest adherents. Take California, for instance. In that state IIoo-Hoo enjoys the most enviable position possible to imagine. The biggest and best lumbermen in the state are its officers, the heads of the companies everywhere are its active members, and membership is at a premium. The old-time horseplay is gone. Dignity has replaced those features to which the more dignified lumbermen used to object, just as the splendid new Code of Ethics has replaced the old idea of boisterous initiations. In California the IIoo-Hoo members meet frequently at social affairs, at luncheons, at dinners,
a,t outings, and there is wond.erful popularity vested in these meetrngs.
In California, when you sit down in tlignifietl good the craft, and they are as as of their first-born.
attend a lloo-Hoo meeting you fellowship with the leaders of proud of their lloo-Iloo button
It's a big thing to be a Hoo-Hoo in California. The Iines are tightly drawn, and no one can get in who is not thoroughly and directly eligible.
And it will become a big thing to be a Hoo-Hoo in many other states, with such men as W. S. Dickason injecting enthusiasm into the ord.er and its affairs.
A lumberman whom Californians always delight to welcome is L. R. Fifer, head of the L. R. Fifer Irumber Company of Seattle.
Mr. Fifer has been in Los Angeles, with Mrs. Xrifer and their daughter, for the last 10 days, and has been receiving a royal welcome from his numerous friends both in and out of the lumber business.
"I-:ou" Fifer, as he is popularly known up and d.own the (ioast, is the dean of the whblesale lumbermen in the Northwest. He probably has a wid.er acquaintance among lumbermen than any other man in Washington or Oregon. He was the first representative that the lrong-Bell Lumber Company had. on the Coast, and later went into business for himself.
"I-lou" has been a Hoo-Hoo ever since the Great Black Cat was but a kitten and no gathering of the faithful in his part of the country is complete without his presence, as he is a ready speaker, keen wit ancl gifted story-teller.
You have often heard me murmur, in a hestitating way, that if a fellow WANTS to build, He'll somehow find a way And I've just as often added-and the words came from my heart-that if YOU want to make IIIM want, you'Il have to make the start.
For when a man is fully sold. on getting him a home, he'll prune and save and work and slave and clig into the Ioam. But when a t'home" is but a "house", it seems quite secondary to cars dwelling temporary. and clubs and golf; he dubs his
You should show him very plainly, do not be ambiguous, the incidental nature of the other things he d.oes. Tell him' one by one, the features that comprise a modern HOME; list the many, many blessings that are missed by those who roam.
base of Weaver Roofing is the fnest type felt, manufactured without ad.ulterations, and coated with special wear proof comThe felt is coated. on both sides with a fine, even layer of a hard.er composition, into which, while fresh and in the machines, is pressed clean white silica sand. This flint-like surface not only presents a pleasing velvet appearance but forms a wearing surface that reflects the sun's rays, protects the body of the material from decay and forms a solid and substantial barrier to the elements.
Paint a picture of that dwelling; place it in his family; give to him a clear-cut vision of that IIOME as it could be. "Mr. Prospect that's the story. I will best. It will stand. you this much money. " do the rest !
give you of my Then let nature
:if houses could speak they would order
a friendly, durable' beautiful material made in three weights by the
LOS ANGELES
Weauer Roofing should be sold bg gou!
Given an industry which has put practically the entire stress on manufacturing, whieh except in isolated instances has never recognized the need for advertising and service, which has been pretty much contented with making a good prod.uct and letting the market absorb it. Complicate the situation by stifr competition from other industries, making difrerent sorts of products which are nevertheless to a great d.egree interchangeable with the first industry's products. There you have a condition which requires well considered treatment if all is to be set to rights.
That, in a nutshell, is the situation in the lumber industry. There has been comparatively little advertising done in the interest of lumber and the forest products; nothing to compare in quantity with the considerable amount by the makers of the other materials which can be used in building, in packing, and the other services which lumber performsand. has performed throughout the ages. The competitive products have been forced into more ad.vanced methods of merchandising and selling by reason of the fact that they had to displace a material already established. The lumber ind.ustry has been able to go along on the impetus of lumber's long use, and on its intrinsic worth.
In consequence, the whole industry has sufrered. a great deal of competitive punishment which it never should. have hacl to suffer. In not a few lines where lumber is fully as good as any other material, and even better, it has been practically relegated to second position. In more, its use has been going ahead, but not so fast as it should have progressed. Atrd meanwhile there has grown up what aIrnost amounts to a mythology of lumber "facts," most of them with about the same basis of truth as is behind any mythology.
Take, as typical, the remark which one hears frequently and from practically every source except the Iumber ind.ustry: "Oh, it would't pay to use lumber for that. You can't get good lumber nowadays, the way you could a few years ago. There simply isn't any of that good old-fashioned lumber left in the country. " If you question the speaker, the date of the time when " good, old-fashioned lumber " was available will be found to vary with his age. If he is 70, then there has been no good. old-fashioned lumber to be had since the '80's or the early '90's; if he is 40, you are likely to find that "good., old-fashioned lumber" became extinct in the first d.ecade of the twentieth century; and if the speaker is not over 25, you are likely to find that the decadence of all lumber dates from about the beginning of the war.
Now the fact is, as consideration should show anyone who has a fund of general information, that virgin forests which are being logged today are composed of the same sort of standing timber &s were the virgin forests logged 30 years ago. Manufacturing practice in the lumber industry has gone ahead, just as it has in every other industry. Consequently, better manufacturing methods applied to the same sort of logs get out lumber fully up to the quality that has ever been available-and, whisper it softly, perhaps it is a
little better today than it was back in the '80's!
Another idea which has gained wide currency is that a wooden building, because it is a wooden building, is inherenly a fire-trap. I-let us, for the sake of honesty, admit that when sufficient flame is applied to a stick of wood, the wood is likely to burn. Let us admit that when the same heat is applied to a similar piece of steel, or chunk of concrete, it does not burn. If wooden buildings were merely aggregetions of sticks, they would be more likely to sufrer ffre loss than steel, brick, concrete and other fire-resistive structures.
The actual fact is that a wooden builtling, properly constructed and designed, is highly resistive to fire.- A heavy timber post exposed to fire in a properly designed mill construction building, for instance, will char on the surface, and eventually burn up; yet it will support its load about three times as long as an unprotected steel post. More facts can be summoned in this connection-but I should be getting ahead of my story. The point I wish to make is that the fact that wood burns is of no greater importance, usually, than that steel buckles when subjected to great heat under heavy stresses, or that concrete flakes ofr, or that mortar burns out from between bricks which it is supposed to bind together.
There are plenty of other fallacies current on the subject of the demerits of lumber. The two I have cited. are perhaps the most widespread, and are typical.
The Associated Weyerhaeuser Companies constitute the largest interests in the lumber industry. Their output is the greatest, their holdings of stan{ing timber the largest; all the way through, they are the kirgest unit in lumbering.
Yet, until advertising w&s commenced the name "'Weyerhaeuser" held comparatively little significance to the general public. It was as nearly unknown to the public, and even to many lumber users, as could. be true of so important an organization. Even in St. Paul and Minneapolis, which have been Weyerheeuser headquarters for more than 30 years, there was an unbelievable ignorance of just what the organization constituted, and what it did.
These companies produce every variety of Northern timber, or at least every one of the more important varieties. The product is everything between Douglas fir and tamarack, everything from huge timbers to shingles and lath. The Associated Weyerhaeuser Companies have no one perticular species or form of lumber specialty. Consequently they have no one speciffc commod.ity to feature in selling and advertising.
The Weyerhaeuser Sales Company is the marketing organization. Formed in 1916, it was the first step in & more progressive. marketing of Weyerhaeuser Forest Products. And Weyerhaeuser Forest Products is an association comprised of and supported. by the associated companies to handle the advertising and service activities of the organization.
"The id.ea behind Weyehaeuser Forest Prod.ucts," said. the initial announcement of Weyerhaeuser Forest Products, "is to further the use of lumber by giving users an idea of just what the lumber industry is and what its resources are i
Many a beautiful romance starts under a leafy bower, and ends under a leaky roof.
what it produces; and how the products can most profitably and advantageously be used. Perhaps this seems rather a broad programme. Aclmittedly, it is. But it is necessary to keep in mind the whole situation, in order to comprehend. just how this programme ffts in with the needs.
''Despite the breadth of the aim it fits most closely with the interests of the Associated. "Weyerhaeuser Companies. Their specific interest in the whole thing consists of : 1. emphasis of the name of the trade-mark; 2. contact with users which the advertising brings about; 3. the fact that because the 'Weyerhaeuser interests are the largest in the industry, they must get at least their proportionate share of any benefits which accrue to the industry, from increased sales or otherwise.
"'We are trying to profit by what has been learned in what little lumber advertising has gone before ours. 'We are careful not to oversell our proposition, for one thing, because that has reacted. most unfavorably on some of the eampaigns in the past-especially in a few instances where some one specific variety of lumber was advertised..
"One instance of this-and any number of such instanees might be cited-was where a certain sort of lumber was so well sold (or oversold.) that in one line manufacturers who had always used. other woods began using this one. The 'wood was not especially well adapted to their uses; any lumberman of wide experience could have told that. But the contagious enthusiasm of the seller infected the buyer, until the new wood had been in use a while and complaints began to come back to the manufacturers from their d.ealers. That wood has received such a black eye that its sales, even for purposes to which it is well adapted, will inevitably be impeded for years to come.
"Quite similar was the case of another lumber advertiser -again with just one sort of lumber to push. This advertiser made sales of telephone poles of its particular species, for use in a territory where other woods were plentiful, and tested in use. The new poles failed dismally to meet the climatic exigencies, and the story got around to such an extent that sales resistance for that prod"uct has increased. even where the lumber is admirably fittecl to the job. That is the sort of mistake we are earnestly trying to avoid. "
The first year's campaign was purely educational. It was intended simply to get folks acquaintetl with the 'W'eyerhaeuser name alrd trade-mark, its importance in the industry, its facilities, and the fact that the Weyerhaeuser organization can today supply just as fine lumber as ever has been manufactured.
In the advertising this year the company has four major campaigns: f. industrial crating; 2. industrial construction; 3. industrial material; 4. housing. Next on the list is
the farm market for lumber. The company is cou:rting on a farm campaign as a part of next year's advertising.
"Before we went into this advertising," continues the announcement, "we d.id a rrery considerable amount of research -not the 'research' which consists of going out and. asking a few questions in the market, but the brass-tacks, thorougly practical sort. We studied. the markets which exist; we recapitulated Weyerhaeuser sales in every market, and to every significant lumber-using industry, for one thing. And we found that while, &s we already knew, we were doing a large business,'we were getting in some fields a good share of the available business and. in others an astound.ingly small share. These latter faets we had not, of course, realized..
"Axd then, too, we went into the uses of lumber from the user's viewpoint. 'We studied the results which the Forest Products Liaboratory had obtained, and we carried. on experiments of our own. We went into the engineering phases of lumber using, so that we really had a story to tell. And then we went ahead with our advertising and service to take advantage of all the preliminary work.
"Take our crating campaign, which is now running. 'We found that worthwhile economies could be accomplisheil in crating, that the strength of a crate depends more on the design than on the amount of lumber used, and that the average ccmmercial crate contains considerably more lumber than is necessary. 'We have been pointing out in our crating campaign that these facts are so, and. that we are prepared. to assist any shipper who asks us to.
"'We have on our staff a crating engineer of wide experience. FIis services are at the disposal of shippers, without obligation or e)ipense. His services are now booked several weeks in ad.vance, and it looks as though we shall have to increasc that portiou of our staff materially. In severaL plants rvhere he has gone in for us, he has accomplished lumber economies runing into many thousands of dollars annually.
" Atrd while we mean it, of course, when we say that this service is available without obligation, the company which borrows our expert realizes that we have in mind that his services will bring us business.
"Our industrial building campaign is pointing out just what constitutes 'mill construction,' and. what advantage it has over other forms of building. We are emphasizing that real mill construction is highly resistive of ffre. 'We are pointing out, what everyone knows but does not stop to consider, that the great majority of fires orginate in the contents of a building rather than in the structure, and. that if there are at hand adequate facilities for putting out the fire,
Are you fighting your competitor for "business in sight" or are you striving to increase the size of the local market by active, creative merchandizing, so that there will be more business for all?
the building structure is not going to catch fire anyway. We are pointing out that a mill construction building equippetl with automatic sprinklers is given as low a rate by the fire insurance companies as in any other type of builcling unsprinklered, and that the lower cost of the mill construetion building means not only a saving in capital and inter. est, but also a smaller amount of insurance to be carried..
"fn going after sales of lumber to concerns which use it as material in their manufacturing, we have espeeially in mind getting as customers the solid well-managed concerns whieh become really good customers, in distinction from the concern which shifts suppliers on the slightest shading of a price, and at the expense of good service. These better managed concerns are of the sort that appreciate really good service, reliability, responsibility, promptness.
"Our whole advertising campaign, in fact-and this applies to the part yet to be described as well as what I have told. about-is intended to select for us a heavy proportion of the better type of c6tomers. This sort of customer, because he has an amount of loyalty for a seller who is a correspondingly good supplier, gives his business steadily enough so that the supplier can afford to cement that loyalty with even better serviee. Our advertising is helping us to get customers who appreciate the value of our sending an expert to help with their creating problems; they see, beyond the slight shading of an occasional price, that it pays to deal with a concern which will point out the possibility of savings in other branches of their work-in such a way, for instance, as showing the value of using short-length lumber at a lower price, instead of selling longer lumber for the customer to cut up after he has paid extra for the length. All the way through, our advertising and. our service are paying us because they serve as natural seleetive agents in bringing us this profitable kincl of trade.
" The one campaign which we are running today outside the industrial field is on housing. This has the same general plan behind it. Ineidentally, our initial service contribution in this field was a book on building practice which has already been accepted as a standard authority.
"Our advertising in the housing field is calculated to give the home builder a knowledge of the valuable qualities of frame construction, to acquaint him with the Weyerhaeuser name and trade-mark, and to educate him to the one important building fact that he has never known: that there are good and bad ways to build with lumber, that good building costs more at first and less afterward, and that it is to his ad.vantage to get good building.
"Broadcasting this fact is of couse of value to the man who is going to have a house built, and to the lumber industry. But fully as important, it upholds the hands of the honest contractor who will do a high-grad.e, honest job if
he is given half a chance. Unfortu:rately, the contractor who either does not know how, or else d.oes not care, to do a good, substantial, honest job is a very real evil in the building industry. The honest conractor, against his will, is often obliged to meet this ignorant or dishonest competition by himself skimping and cutting corners to complete a job and get a profit out of it at the ruinous figure the competitor forced on him. Our educational work, by pointing out the advantages of a good job to the owner, gives the honest contractor a better chance to take the contract at a price which' will permit him to do a first-class job.
" Our whole campaign, therefore, is based on bettering conditions in the industry, and among the public-all of which constitute our market. tr'rom this betterment, and from the direct advantages which I have pointed out, the Associated Weyerhaeuser Companies are getting their share of increased profits. The trade is being kept informed. about our work and a campaign to the retail dealer will be a part of our work for the year. While the advertising, and aII the activities of Weyerhaeuser Forest Products, are still in the early stages, already very substantial results are appearnig. And therefore we knou' that, as the work goes on, we shall eontinue to gain by it-and in a cumulative way. "-p16p Printer's Ink.
Some of the enterprising shingle manufacturers in the Northwest have started the practice of staining their product at the mill and the plan, it is said, is meeting with good results. So far, but a few sample shipments have been received in California-just to give the dealers an idea what the stained shingles look like. A great variety of colors will be offered, and doubtless many new markets for shingles will be developed. The character of the stain to be used will act both as a preservative and a fire retardent. Shingles will be stained in bunches after they come from the kilns.
When something har to be gomc place elre in a hurr5r-at5"o eamp boerel are yelling for extra men, or for rupplicr, then'r when the M. A. C. Uttlity Car rhows ite need around lumbcring operationr.
Light, fart, economical, thic powerful gaaolinc-drivon rafilway car ir alwayr on the ground for ruch emcrge,ncy acedr. It'r run out with the men or aupplier and back again, rforking before a big rteam engine could be made ready. Utility t Economy! That'r why the M. A. C. rhould bc a part of all camp rolling rtock. Let it do the quick lighter work and kccp the Big logging engincr at their jobr.
The rpecificationr ehow the character of material put into M. A. C. Utility Carr. They are built to worL, not to bo repaired.
Capacity-lO,(X,O lbr. Spccdq--4 to 20 miler per hour, citter fomard or reYeBG.
Maximum Grad*vith lOd)O lb. load, ten per cent. Drive---On all four wheels.
Axles"{hrone Vanadiun Stecl with all workiug Dart! @E- pletely acloredlGearo--Chrcme Nickel Steel run- ning in oil.
Bearingr-S. R. B. Ball Bearing3 and Tinken Roller Bearingr throughout. No babbit or bronze bearingr.
Wheels-Cagt steel, 24 in. dia. 6 in. face.
Fram*All steel.
Cab-Metal coutrocuo[, or uade to order.
Write to ur for catalog and information on how thc M. A. C. Rail Car can be ured to cut coeta in your opnration. MotorApplianccDivirion, SEDRO-WOOLLEY, WASH.
The thoughtof building confuses the average man. Your job is to bring order out of that confusion. Orders if you will.
California is easily the best PAINTED state in the .A,merican union. No doubt on earth about it.
It might well be claimed for California also, that she is the best REPAIRED state in the union.
' California is innately and enthusiastically proud of her APPEARANCE. Drive through California in any part or in any direction, and seldom do you,see a drab looking building, a wobbly fence, a leaning barn, a disjointed roof, a dirty corner, or other eyesore so common in most states.
The climate of California lends much to the appearance of her buildings. The fact that in rainy weather it is not hot, and in hot weather it does not rain, gives a well painted surface long life, and cleanly and bright appearance.
It is a mixture of heat and rain that tears off the paint surface.
Add to this the pride of the average Californian, both city and country dweller, in the LOOKS of his home, his barn, his fences, and all of his possessions, and you discover the reason why this IS the best painted state.
And repairs come largely under the same head. For the
Members of the commjttee in charge of arrangements for the Southern California Retail L,umber Dealers' Association met in Secretary Morgan's office last Wednesday to make further arrangements for the annual meeting at the AIexandria Hotel, Saturday, November 13. Every lumber d.ealer in the southern territory, whether he is a member of the association or not, will be invited-yes, urged-to attend the meeting. An interesting program of able speakers will be offered. The usual banquet will be held in the evening.
Frank Curran, manager of the l-.los Angeles ofrice of the E. K. Wood Lumber Company, has returned. from a trip to the Northwest. He visited the sales ofrices in Portland and the mills at Hoquaim and Bellingham.
same reason that paint holds well, wooden buildings also live long and look sound, in California.
The lumber retailer who is out to sell all the building material in his community, as well as the paint to cover it, thus has several strong elements working in his favor. Liet him take advantage of them to the fullest degree.
"Ifnless the lumbermen show more interest in the fight, the state housing bill, with its vicious anti-shingle provision will be carried and shingles will be outlawed in California. "
This sensational statem.ent by one of the best informed. retail lumber dealers in the state probably expresses the true state of affairs. He, as well as others who are keeping in touch with the actual situation, are urging a greater interest, a greater enthusiasm, over the necessity of voting NO on the housing bill at the coming election. But if will not be enough if only the lumbermen vote NO. They must get their families and all their friends and all their customers to vote NO.
The housing bill is Number 5 on the ballot.
Some enterprising dealers are preparing to send. brief explanations of the efrects of the measure with their monthly statements which they will mail out to all their customers on November 1. They are not telling their customers how they shall vote, but are confid.ent that if the provisions of the bill are honestly und.erstood the average man or woman will vote against it.
Because few people are going to vote away their rights to use whatever class of roofing material they choose, and if this neasure is passed. the use of shingler will be prohibitecl under most circumstances, and made extremely difricult in all.
Meanwhile the supporters of the measure-the opponents of shingles-are busy. They are emphasizing the numerous really beneficial sections of the measure and putting the "soft pedal" on the anti-shingle section. The bill has many meritorious provisions and was passed in the first place for the purpose of placing those meritorious provisions in effect. The anti-shingle section crept in, somehow.
It will be the easiest thing in the world for the legislature to re-enact those worth-while sections, omitting the inhibition against shingles.
Therefore it is necessary for the lumbermen and the friends of the lumber industry to vote NO on the whole bill -No. 5 on the ballot.
Archbishop Edward J. Elanna, a member of the State Inmigration and. Housing Commission, repudiates the State' Housing Act both as a commissioner and as a citizen animated. by the spirit of fair play. Archbishop llanna is opposed to the efrort being made through the State Hounng Act to outlaw the shingles as roofing material in California. His inclividual position is strietly in accord. with the stanrl iaken by the State Immigration and Housing Commission as a whole.
To the home builder between now and the Novcmber voting on the referendum coneictr of advbing yow curtomen of the value of Shingler ar a roof and wall covering.
Through its executive ofricer, R. W. Kearny, the State Immigration and Housing Commission has gone on record as planning a new housing law wherein the ban on shingles will be removed..
"f am now familiar," says Archbishop Hanna, "with the provision of the act making it unlawful to use shingles.
"Of course, f was not familiar with the provision when the act was passed. IIad I known about it at the time, I should have repudiated it both as a member of the State Immigration and Housing Commission and. as a citizen."
"I-iumber Bought at lfome" is the expressive slogan being used by the Gibson Lumber Company at Fullerton in ad.vertising material delivered on construction jobs. These words, in large letters, with the signature of the company und.erneath, are printed on attractive cards and posted on every job that the company serves. It is doing much to call attention to the importance of patronizing home industry.
The idea was conceived by "Jack" Smith, manager.
After a two months' shu.tdown, while waiting for dry lumber, the M. A. Burns Manufacturing Co. have resumed operations at their box factory at Castilla. Mr. Burns reports that his shingle mill at Eureka is running to capacity, and. at this plant they are also manufacturing about 220,000 redwood shakes and 50,000 fir lath and car-strips per day.
-Walter D. 'Wise, well-known l.los Angeles wholesaler, is back in his office after an interesting visit to the mills in Oregon. Mr. Wise is the Southern California representa- tive for the Buehner Lumber Company of Coos Bay and of the Trower Lumber Company of San Francisco. He is the pioneer wholesaler of the South, opening the ffrst office in Los Angeles more than twenty years ago.
The door factories of the Northwest have enough ord.ere on their books now to run them for several months. accord. ing to advices from the Wheeler-Osgood plant in Tacom.a, received by Robert Osgood, manager of the l-ios Angeles branch. The 'Wheeler-Osgood plant now has orders for 298,000 doors, and 1,596,000 .square feet of panels, but every efrort is being nad.e to get prompt shipment. The panel sal.es of the last three months have been the largest in history, says Mr. Osgood.
Yard. manager, ofrice man, wants to make qhange. Sixth year as manager with large line yard company. A,ge M. Married. A-1 bookkeeper, collector, salesman and. estimator; d.esires perm.anent loeation in California. 'Woutd consid.er position with manufacturers or wholesalers. Aaldress R A E, care CAL. IJUMBER MERCEANT.
-Come in and look them over. No obligation.
-lt is better by far to build within your present means than to defer building on account of not being able to construct just the kind of a home you are desirous of owning; even though it be a temporary dwelling place, it will relieve you from the burden of paying rent and be your own.
-Our photographic plan service shows a large variety of modern homes, inexpensive to build, distinctive in appearance and most conveniently arranged.
-l'ys111 this complete asgortment of ideas you will find just the plan you will want to adopt and build from, and surely a service that enables you to choose plans that will meet all of your requirements in a home is going to be thoroughly appreciated by you, and we are desirous of being of every possible assistance to you.
TYt0.RtD R00f[{G
Can be had ar Roll Roofing
For large or rrnall houael, garage3 and all kinds oI buildingr. Can be uced as a top coverir"g for re-enforced roofs.
$lililctt$
Particularly adaptable for buildinge with cteep roofs. The beautiful color adde a distinctive note of attractiveneec to any building.
TyIo-Red Roofing adds a pleasing permanent color tone. It possesses the charm of ihe old mission roofs that have been the admiration of the world and made califoinia famous. It has the beautiful appearance of tile roofing, but is moderately priced.
Th"_ great majority of lrorye builders cannot afford to pay the high -cost of tile and the laying of tile roofs. But tirev all can afford to purchase Tylo-Red Roofing with its advaritages of attractivenegis, long wear, fire resisting qualities.
NON-FADING, no painting and practically nci upkeep.
The permanent rich red coloring of the mineral surfacing which is embedded in the asphalt surface of the roofinl is like that of the mission tiles. Tylo-Red Roofing provides a roof of Iasting beauty and satigfaction.
