Life, 1925-03-12 · page 29 of 40
Life — March 12, 1925 — page 29: what you’re looking at
What you’re looking at
This is a full-page advertisement for Weyerhaeuser Forest Products, not a political cartoon. It presents a business case study of how the architecture firm Lockwood, Greene & Co. designed an economical factory for the Amity Leather Products Company in West Bend, Wisconsin using "mill construction"—a building method emphasizing wood beams and columns (particularly Douglas Fir) over expensive fireproof steel and masonry. The page showcases the problem-solving approach: meeting manufacturing needs (flexible space, safety, daylight, low costs) while reducing construction expenses by approximately 10% compared to fireproof construction. President Robert Rolfs's testimonial endorses the solution's practical and financial benefits. Weyerhaeuser uses this case study to promote their timber products and complimentary consulting engineer services to American industrial companies considering similar construction methods. The advertorial format blends editorial credibility with promotional messaging.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Lockwood, Greene & Co., Architects and Engineers PLANT OF THE AMITY LEATHER PRODUCTS CO, West Bend, Wisconsin Asprinklered building of the Semi-Mill Construction type desi; Lockwood, Greene & the Fall of 1924. An econ: building problem. cal and satisfactory solution of a particular Flexible -Efficient-Economical How the Engineers met the Building Requirements of the Amity Leather Products Company. The Problem: Modern manufacturing plant. Permanent construction and low upkeep. Largest floor space per dollar in- vested. Attractive exterior—an effective ad- vertisement for the Amity Company. Tire safety. Maximum daylight. xible provision for rearrange- ment of conveyors and electric wiring conduits, Adaptability to any type of light manufacturing, giving the building ready sales value. Recommendations by Lockwood, Greene & Co. Architects and Engineers “Consideration of economy in construction, ed of erection, flexibility and general adapt- abvity led us to recommend mill construction for this building. The building was erected with typical brick riers, these being reduced to a minimum by the use of steel lintels over the large windows, the interior construction consisting of Douglas Fir columns and beams with plank floor. The wearing floors in the two upper stories are fac- tory grade maple. . “This building is modern in every respect, and complete with all service equipment, in- cluding unit heaters, an elevator, a fire protec tion system and a very complete electric instal- lation, In so-called “fireproof” construction, with the same equipment, we estimate it would have cost at least 10% more to construct.” o * Appreciation by Mr. Robert Rolfs President of the Amity Leather Products Co. “The mill construction building which Lock- wood, Greene & Co, designed for us meets the requirements we laid down in every par- ticular. We have the further satisfaction of knowing that we have a thoroughly modern plant at a minimum of cost. We saved not only on the investment cost, but will show further annual savings in insurance, carrying charges and taxes.” ee # yu Amity Leather Products Com- pany’s experience will suggest to many business executives the advisa- bility of looking into “Mill Construc- tion”? before proceeding with their building operations. By this we do not imply that “Mill Construction” is adaptable to all in- dustrial buildings. Just when “ Mill Construction” should be used is a question to be de- cided on its merits in each individual case. It is the function of the architect or engineer to advise on this matter. Inextension of its program of service to American industry Weyerhaeuser has available an expert Construction Engineer for consultation on problems of this character with owners, archi- tects and engineers. This service is ren- dered without charge or obligation. The Douglas Fir Mills of the Weyer- haeuser organization are producing selected timbers of the finest possible wood for “siill Construction’ needs. Through the Weyerhaeuser distrib- uting plants in the heart of Eastern and Mid-Western markets, these timbers are laid down quickly and economi- cally in every industrial section of this country. Responsible members of industrial concerns are invited to send for com- plimentary copies of the Weyerhaeuser books, ‘Industrial Buildings,” written for the Business Man, and “Structural Timbers of Douglas Fir,” a book for the Building Engineer, Architect, and Purchasing Agent. WEYERHAEUSER FOREST PRODUCTS SAINT PAUL: MINNESOTA Producers for industry of pattern and flask lumber, factory grades for remanufacturing, lumber for boxing and crating, structural timbers for industrial building. And each of these items in the species and type of wood best suited for the purpose. Also producers of Idaho Red Cedar poles for telephone and electric transmission lines Weyerhaeuser Forest Products are distributed ». La Salle St., Chic with braoch offices at 208 So. cago; throu: 7; 220 Broadway, New York; Lexington Bid¢., oughout with represeatatives thr the Ie th the established trade channels by the Weperhacuser Sales Company, Spokane, Washington, timore; and 2694 University Ave., St. Paul; aad comicbooks.com