Building Products Digest - February 1983

rHE PERFECT PRODUCT FORAROTTEN MARKET.

There's one bright spot in today's otherwise gloomy lumber market. Pressure treated lumber. DIYer s and remodeling contractors are eating it up. Primarily because the bugs, mildew and termites won't.

It's become the smart, economical choice for all kinds of outdoor projects. And now you have a major

new source to work with.

Louisiana-Pacific. We're taking high quality Southern Pine from our own forests. Giving it first rate treatment in our new high-capacity facilities : at New Waverly, Texas and Marianna, Florida. And

making immediate delivery from our own fleet of

trucks.

So now you can give customers the treatment they've been asking for: L-P Outdoor@ Wood for decks, patios and fences. To say nothing of L-P Wolrnanized@ lumber for sill plate. And pressure treated landscape timbers.

lbke advantage of a rotten situation. For all the details, call (713) 295-547I:r;rNew Waverly, Texas or (904) 592-8512 in Marianna, Florida.

Serving the lumber markets in 13 Southern states

& Louisiana.Pacific

Our annual PRESSURE TREATED WOOD Special Issue

This fact-packed issue will include feature stories on a major Texas pressure treater . . what you should know about fire retardant treatment . educating the consumer on pressure treating . . . quality control of pressure treated wood products . merchandising opportunities in pressure treatment and much, much more.

ADVERTISERS:

"0. this important special issue. Get your message before our 12,750 readers in 13 Southern states. Deadline for the April Pressure Treated Wood Special lssue is March 16. For information, write the address below or call (collect) (714) 549.8393.

When dealers compare computer systems their overwhelming choice is Dataline.

The underlying reason is that Dataline understands the complexities of your business. We speak gour language. Direct, results-oriented dealbr language.

Unique among comPuter comPanies, Dataline has specialized for over eleven years in designing only programs to meet the special needs of building supply and home center customers. We start by helping you ask the right questions, by exploring the various aspects of your business, by identifying problems and opportunities. Only then db wEbegin applying the flexibility of a Dataline system.

And *e don't stop there. Working with your staff, we make sure that every-Program is runn in g smoothlg, efficientlg, pro fitablA,

DATALIN' CORPOR/TION Computcr tyetcms for Buildfng auplly Deaiers/Home Centcra

4 Danbury Road, Wilton, CT 06897

(2A3r762-2473

The results? lt is commonPlace for Dataline users to reduce inventory levels by as much as 157o, double product turnover rates, double collection of finance charges and increase gross margins by as much 3s 5 percentage points (and sometimes more)' ' lt is -atsb commonplace for dealers to achieve payback on investment within eight months of operational startuP.

A Califdrnia dealer uncovered all the answers he needed when 45 of our customers responded to his inquiries. He now relies on his-own Dataline System.

Shouldn't you be considering a Dataline Computer System, too?

Send for the complete Dataline storyJust fill in this coupon and mail today: E

E Please send me Dataline literatur€.

I Please have a Dataline representative call me.

NAME

TITLE

COMPANY

ADDRESS

Publisher David Cutler

Editor Juanita Lovret

Contributing Editon

Dwight Curran o Gage McKinney

William Lobdell

Art Dircctor Martha Emery

Strff Artist Nicola O'Fallon

Clrculrtbn Kelly Kendziorski

Building Products Digest is pubtshd monthly at 4500 Campus Dr., Suite 480, Newport Beach, Ca. 92ffi, phone (714) 549-8393 by Cutler Publishing, Inc. Advertising rates upon request.

N)VERTIIiING OTTICES

FROM ARXANSAS & OXI,^1\HOMA: contact Tinothy J. Ndson, Markaing Communications, lnc., 5ll5 S. Vandalia, suite E, Tulsa, Ok. 74135. Call (918) 496-8777.

FROM TEXAS, rnrJtSiIAI\tA, MISST$ SIPPI, YIRGII\IIA, TENIIESSEE, N. CALIF0RNfA AND OREGON: contact Drvll Cullcr, 45fi) Carnpus Dr., suite 480, I{ewport Beach, Ca. 92ffi. C^ll (714) 549E393.

FROM THE MIDWEST: contact Wrync westlud, I tO9 Willow [anc, Mt. Prospcct, ll. 6m56. Call (312) 437-7377.

FROM SOUTHERN CALIFORNIA: contac-t Cd Yun, a)5 Occano Dr., los Angelcs, Ca. 9m49. Call (21 3) 472-3 I | 3 or (7t4) 549.8393.

SI,JBS'CTIPTIONS

Cbe4e of Addrcss-Send subscrip tion orders and address changes to Circulation Dept., Building Products Drgesg 45fi) Campus Dr., suite 4f), Newport Beach, Ca. 92660. tnclude address label from recent issue if possible, plus new address and zip code.

Subscription Retes-U.S. and Canada: $Zlone year; $3Gtwo years; $50-three years. Foreign: $3Gone year; $52-two years. Single opies $2.00. Back copies $3.fi) plus ship ping & handling.

BI,JILDING PRODUCTS DIGEST is an independently-owned public* tion for the rctail, wholesale snd distibution levels of the lumber and building supply markets in I3 buthem sates.

Hardware Sale Kick.Ofl

The Great All-American Hardware Sale will begin March I with participants from all levels of the hardware industry.

National advertising including tv and consumer magazines will ballyhoo the promotion and highlight tools which will be offered at special prices.

Instore kits, local media,ad slicks and other dealer tie-in material will be available to hardwares and home centers.

Crescent-Lufkin, Black & Decker, Vise-Grip Tools and Bernzomatic are among manufacturers participating with the National Retail Hardware Association as the coordinator.

Lumber lmport Duty Sought

If charges filed with the Department of Commerce and the International Trade Commission by the U.S. Coalition for Fair Canadian Lumber Imports are upheld, a tentative duty on Canadian lumber will be imposed on March 7, 1983, and a final determination reached by July 7, 1983.

The coalition charged that "governments in Canada seriously injure U.S. industry by unfairly subsidizing lumber exports to the United States." In asking for a duty to be imposed on Canadian softwood entering this country, they also charged injury to the U.S. shingle and shake and fence manufacturing industries.

Formaldehyde Gas Study

A study of formaldehyde gases released by pressed wood products ranks among the top l0 priorities established by the Consumer Product Safety Commission for 1983.

Housewares Consumer Study

A new study of consumer attitudes and buying habits of housewares products is being undertaken by the National Housewares Manufacturers Association as the latest step in its ongoing marketing research program for the industry.

This third consumer survey, which will provide an update to earlier studies that drew 197 4 and 1979 profiles of the American housewares consumer, will be carried out by the independent marketing research firm of B. Angell & Associates, Inc.

"Our new consumer study will seek an up-to-date analysis ofcurrent consumer needs, attitudes and preferences," Ronald A. Fippinger, NHMA managing director said, "in order to help both manufacturers and retailers of housewares recognize and reach their marketing objectives in the face of a changing consumer marketplace.

"The demographic and social fabric of our country, as reflected in the 1980 U.S. Census," he continued,

"plus the impact of the prevailing economic situation during the past few years, make it timely to update our consumer research."

Based on in-depth questionnaires submitted to 2,000 households selected at random from a nationally projectable sample of 100,000 households, results of the research will be published by the association and distributed to exhibitors and buyers at the July 1983 NHMA International Housewares Exposition.

The \lhrehouse infrr<as!

With Willamette building products to go.

Right smack dab in the middle of Dallas and Fort Worthdeep in the heart of Grand Prairie, at 1200 \ilest N. Carrier Pky., to be exact1rys'vs got the biggest little warehouse in Gxas. And we're just waiting to fill your orders for top quality sheathing as well as studs.

We do all the warehousing for youso all you have to do is give us a call and give us your specs. Thenwhether it's a few units or a truckloadwe'll have the goods on our dock ready and waiting

Clean up your act

1|rl NE OF the more satisfying aspects of being Ya purveyor of lumber, paint, hardware, tools and home improvements is that you personally are involved in helping people to live better.

Yet, too many times we see people operating these businesses who haven't stopped for a little self-examination. Look around. Is your store a mess? Are the buildings and sheds, parking lot, signing and general appearance more reminiscent of a "before" photo than the "after" appearance a seller of home improvements should present? The same applies to wholesalers and distributors as well. Whether there is public contact or not, a messy, shabby workplace detracts from morale and the effective conduct of a firm. If you think this laxity doesn't communicate itself to customers and others, you're just kidding yourself.

Studies over the years have confirmed again and again that the investment in a proper store environment and pleasant working conditions pays for itself many times over.

For an occupation as meaningful as helping to supply the needs and wants of sheltering a nation, it is regretable indeed that we too often encounter the disheveled, dirty, depressing and even disgraceful in a business that should bejust the opposite. There is no good reason why every office and every store shouldn't be a model for the world to emulate. People should take one look at your store or offices and say, "now that's what I'd really like my place to look like."

Be honest with yourself. Look around with a fresh eye, an objective view. If your little corner of the world won't elicit that kind of a positive response you'd better ask yourself why not.

February, 1983

Hardware Promotion Program

A key city newspaper promotion program developed by PRO Hardware to stimulate sales for its members is appearing in 8l newspapers nationwide.

This month a l,200line ad will support the Early Spring Dollar Days circular program incorporating a "Bargain of the Month" and customer coupons.

"Item of the Month" ads will be run throughout the year to support member advertising. Another part of the program will be a model home paint promotion in the spring.

Conference With Congress

The llth annual Conference with Congress of the National Lumber and Building Material Dealers Association will be held March 16 and l7 at the Capitol Hilton Hotel, Washington, D.C.

Senator John Glenn of Ohio will be the keynote speaker. Various agencies will give participants an insiderb look at national industry-wide legislative aims. Face to face meetings with congressmen are key events.

STRATEGY SESSI0N lor the 1983 National Lumber and Building Material Dealers Association Conference with Conoress was held by (left to right) Bud Howe, NLBVDA pres., Senator Russell Long o1 Louisiana; Jim Duke, executive v.p., Louisiana Buildinq

Material Dealers Association and NLBMDA legislative and governmental affairs committee chairman, Harry Horrocks, NLBMDA director ol governmental affairs. Annual event will be March l6-17 in Washington, D.C.

Get cooking in the outdoor B'B'CI market

IME and time again the home center manager is told to "cover the basics" to ensure good profit margins and store performance. Nowhere is this more true than in selling outdoor cooking equipment, such as gas barbecue grills.

From a standpoint of a manufacturer, home centers represent one of the biggest growth areas for the sales of gas grills. Figures compiled by Arkla Industries with the aid of Keller-Crescent Co. reveal that home centers accounted for l39o of all gas grill sales in the United States during 1982. Compare that with figures that

By William L. Regan Vice President,

show virtually no gas grills were sold in home centers during 1970, a year when gas utilities sold t29o of all outdoor gas appliances, and natural gas grills were the rule.

During 1983, we expect home centers to increase their share of sales of gas grills to 1890. The National Home Center Improvement Congress estimates that 4o/o of all home centers sold some sort of barbecue equipment during 1982, of which some 235,(XX) were gas grills.

For many home center managers, the question is often a matter of how soon after Christmas should barbecue grills be put on the floor, along with the patio furniture, the lawnmowers and the like. The home center retailer, after considering in January where he should set up his display, should be ready by February to have a truly big month. Heavy promotions, such as a Washington's Birthday Sale, should be the rule. The home center should not be caught short-the public should come to think of the store as the barbecuing center which will serve everyone's needs, from grills to accessories to aprons and hot pads.

Gas grill manufacturers, such as Arkla, have done a good job in offering premiums, point of purchase materials and other incentives to home centers, who should pass them on to customers. For example, it costs very little to offer a free rotisserie or a cookbook with the purchase of a certain grill on sale. Entice people to buy early-and they will come back for other related outdoor living purchases because they think of the home center as the place to acquire such goods.

In setting up your outdoor cooking center, it's important not to confuse the public with too much choice. Although manufacturers offer many models of gas grills at all price points and models, it is not necessary for the home center to stock all of them.

While it may be heresy for a manufacturer to say this, some home

0UTDOOR living offe;s a large market potential lor hardware/home centers. Profile of a gas grill buyer and a home center customer

Marketing Arkla Industries

match closely. Making money from the barbecue industry is considered almost a "can't miss" situation for a store rTEna0er.

centers have too many models, and try to out-inventory and out-display the competition. Instead, a tight and well-conceived display with three or four models uses less floor space, and makes it easier to train salespeople on the features of the models that the home center does carry. With manufacturers coming out with new models annually, it's hard for the sales staff-and more importantly, the customer-to keep up with all the changes. We recommend that a home center carry a standard size and a large size since these represent 8590 of the industry's business. The home center then has the option of choosing in addition a super size model, or a low end model. This becomes merely a pricing decision, based on knowledge of the market.

For example, 72s/o of all gas grill sales industrywide range between $100 and $299 at retail, and cover the basic one or two-burner models. To stock much more than that is simply not a good use of space.

Gas grills are particularly in demand, and represent a growth segment of the barbecue market.

In the South, where 2lt/o of all gas grills are sold, stronger, earlier promotional efforts realized a 64o/o in-

crease in gas grill sales during 1982, according to a select group of retailers.

It should be emphasized that gas grills represent only a part of the total outdoor cooking market. As a percentage of all grills sold (both charcoal and gas) gas grills made up only

Story at a Glance

Hardware/home centers selling more gas grills . . . early spring promotions best related outdoor living pur- chases high volume growth expected to continue.

charcoal grill, broadening their appeal.

While gross margins for gas grills should be comparable to other seasonal merchandise, one of the most effective means of enhancing outdoor cooking profits is to display accessories around the grills. There are cookbooks, rotisseries, grid cleaning brushes, grill covers, and lava rocks. (Lava rocks are the second leading accessory. Although they are not unnecessary to replace, gas grill owners feel they have to replace them as part of a spring cleaning program.) With the exception of the lava rocks, and possibly the rotisserie, these accessories are applicable to charcoal grills as well as gas grills, and they have high gross margins and high volumes-an increase of some 5390 alone in 1982, with even greater volume expected during 1983.

15-160/o of the 12 million grills sold during 1982, but in dollar figures, gas grills represent fully 5490 of the total barbecue industry dollars. In fact, the low end price of gas grills has met or crossed the high end price of a

The home center retailer will note that the barbecue cooking industry is one of growth-the opposite of the trend in many other home center product lines. As an example, Arkla gas barbecue volume increases have ranged from 230/o in 1980 to 28Vo during 1982, as homeowners demanded more home entertainment items during the recession.

Housewares: the industry that isn't

THE housewares industry in the I United States is a modern economic miracle. It is vital, it is dynamic and, as its growth record of the past four decades documents, it has the strength to meet successfully the challenges of an everchanging economy.

Yet, housewares is not an official industry. "Housewares" does not appear in the Standard Industrial Clossiftcation Manual and fails, technically, to qualify officially as an industry because of its great diversity of unrelated products.

Despite this paradox, annual retail sales of housewares totaled nearly $35 billion at last count and sales of housewares products at the manufacturing level passed a record $17.5 billion mark. Manufacturers' sales were nearly three times greater than a decade earlier; and it is expected retailers' sales may well double throughout this decade as the accelerating growth of housewares continues.

Housewares is not a localized or parochial industry. Its thousands of manufacturing plants stretch from cities on the Atlantic Coast to those overlooking the Pacific Ocean, and from those along the Canadian

border to cities throughout all of the South and the Sun Belt states.

Housewares is a mass production industry, eating up millions of tons of steel, rubber, wood, copper, tin, chemicals, plastics and other materials. It has created its own needs for mass distribution and mass merchandising. To serve those needs, housewares are sold in practically every type of retail outlet where homemakers shop.

Housewares are sold by mass merchandisers, department and variety stores, food and drug stores, and catalog showrooms as well as

Story at a Glance

Housewares

to double before 1990. .'. semi. annual expositaon shapes in. dustry.. soft-sell

benelit retailers.

home centers and hardware stores. Millions of dollars worth of all kinds are sold each year through mail order, and by house-to-house salesmen, the modern version of the Yankee peddler.

The industry produces everyday products for everyday living, all loosely related to home furnishings and home improvement. Housewares constantly change and expand with new and exciting products to meet peoples' new and challenging needs. But the semiannual National Housewares Exposition staged by the National Housewares Manufacturers Association really is thought to have shaped housewares into a vital industry. Without the cohesive force of this January and July show, the disparate lot of home-use products of more than four decades ago could never have become an industry at all, according to many in the field.

In 1938, housewares buyers frst suggested to manufacturers that they conduct an annual trade show, where buyers could see and compare the industry's complete product out-

(Please turn to pase 33)

GlGAllTlC International Housewares Exposition utilizes 1.2 million sq. ft. in Mc0ormick Place plus more than 30,000 sq. ft. in Mc0or-

mick Place West. More than 60,000 persons attended the 78th semiannual show last month with 1.827 exhibitors.

sales expected

promotions

ITLENTY of new and improved F housewares products are available for retailers to stock their shelves within the coming months, to tempt increased consumer spending which everybody looks to for turning the economy around.

Here are a few of the extraordinary, why-didn't-I-think-of-that items displayed by the 1,827 exhibitors at the 78th National Housewares Manufacturers Association International Housewares Exposition in Chicago last month. Some are strictly for fun, while others meet a real need.

Just in case you think it will take more than a few clever gadgets to turn the economy around, you will be interested in Ronald A. Fippinger's saying that the housewares industry is facing a positive turnaround period with the start of 1983.

The managing director of the National Housewares Manufacturer's Association said, "Plenty of optimism abounds despite the fact that the economy's latest recession has run longer and deeper than any since the Great Depression, and has finally caught up with housewares.

"Better than expected Christmas and year-end sales figures have put retailers in an upbeat frame of mind," he continued, "and manufacturers, retailers and wholesalers alike, closed their books on 1982 in better shape over-all than many other segments of the nation's economy in these down times."

Now, for some of the innovative products seen at the show:

o A Travel Carver that combines a slicing knife, cuttingboard andcase all-in-one, with the plastic, fold-up carrying case becoming the board on which to carve.

o Magnagrip magnetic accessories that include a towel bar which mounts on the side of a refrigerator, stove or other steel kitchen appliance, and has hooks on both ends for pot holders; and a similar gadget rack that has sliding hooks for adjustable spacing of various size kitchen utensils.

o A travel alarm displays the exact time in any time zone you visit, while keeping track of the time back home with the flick of a switch.

o Audio Visual Time is a talking clock that features simulated Westminster chimes and "His" and "Her" dual alarms.

What's new at the big Chicago housewares show?

o A pocket-size, batteryoperated electronic timer times from 100 minutes all the way down to a single second.

a Four-in-One lantern is a combination spot light, signal flash, fluorescent lantern and bug killer which can operate off batt"eries or a l2-foot cord that plugs into an automobile dashboard cigarette lighter.

o Compu-Station is a personal computer table designed for home use, with a storage module that has a lock and key for safekeeping of program tapes, manuals, disks and other computer media.

o The Itty Bitty booklight is a lamp that weighs only four ounces,

Sfo4r at a Glance

Magnetic kitchen accessories . . 4.in-1 lantern . . . talking clock. table in a bag .. battery operated scrub brush ..

n ew, d if le ren t, zany housewares displayed at International Housewares Exposition.

clips onto the back of a hard or soft cover book to flood the page with bright light that does not disturb the reader's bed partner.

o The Table in a Bag is a 3O-inchsquare slat wood table with removable legs and cross braces. The table can be rolled up to fit into its own drawstring carrying bag.

o A battery-charged, cordless Scrub Brusher can be used wet or drY for up to 30 minutes of scrubbing without recharging.

o An Every Which Way window cleaner has a telescopic handle with a 360o universal joint, so it reaches everywhere on the outside from the safety of the inside.

o Do-it-yourself, porcelain-onsteel patterned cookware assembles with a regular screwdriver. The handles, knobs, flameguards and screws come in a separate plastic bag, along with easy,le-follow instructions.

o Compucal is a full-function diet computer and five-pound scale that weighs individual portions in either U.S. or metric measure, and tells the food composition, including calories, sodium, fat and cholesterol.

o And finally, one manufacturer with a touch of whimsy is introducing an Ice Cream Cone mug and a Pepsi Soda Can mug, both of which are made of plastic but look like the real thing!

Hardware I Housewares; '83

Electric housewares No. 1

. r R

PJ"'"?#iiilJ':'f'l;. utilitarian."

"Eliminate the luxury items."

"Stay away from high-ticket merchandise."

"Stress the practical."

Operating in this plethora of advice, a housewares manager is often confused about what to order for his department. Customer preferences should certainly be his guide, but how does he predict their tastes and wants?

Figures released from a survey conducted by Bee Angell & Associates, Chicago, Il, for the National Housewares Manufacturers Association, should be of help to a buyer who needs to understand the seemingly unpredictable whims of the buying public.

The number one selling category reported was electric housewares with a high figure of 3390. Second with l29o was merchandise used for cooking and baking. Plastic ware captured 6s/o of the sales while

PRODUCT CATEGORY

Decorative Acccssories

Serving & Buffet Products & Accessorics

Electric Housewares

Cleaning Products & Accesscies

Cook & Bakeware

Outdoor Products & Accesroric

Kitchen Tools & Gadgcts

Plastic Ware

Furniturc Bath & Closct Acccssics

decorative accessories had 1090. Serving buffet products and accessories including dinner ware, cutlery and flatware were 7qo. Outdoor products and accessories ranked at 5s/0. Kitchen tools and gadgets claimed 490. Furniture sales were 6q0 with bath and closet sales at 490. Cleaning products and accessories only claimed 390, supporting a theory that these items are usudly purchased at the grocery store. All the other miscellaneous items found in the housewares section accounted for the remaining l09o of the total 10090.

Color preferences as revealed by the survey are similar to those reported in earlier years. For kitchen appliances and accessories almond ranked high at 420/0, the highest rating achieved by a kitchen color since the popularity of avocado in the early '70s. White was the second choice with brown and yellow at the low end.

However, brown edged out al-

mond and white which tied in salcs of serving and buffet products and accessories. Also rans with scores of 6990 were yellow, earth tones and natural,/wood. For outdoor products and accessories tastes changed with ye[ow coming in first followed by Br@n, white, brown, black and red. White wasthe first choice in bath and closet accessories with brown close behind. Blue ranked third with pastels and almond next.

There seems to be no explanation for the lack of consistency in color choices. For example, predictions show almond due to lose a few points to white in the sale of kitchen ap pliances and accessories in the future with brown and yellow still holding weak positions. On the other hand, white is forecast to edge out brown in sales of serving and buffet products and accessories while natural/wood takes third place leaving almond, earth tones and yellow in the rear.

For outdoor products and accessories white is projected to moye into second place behind yellow. Green and brown will tie while black and red lag behind. White also is ex-

Story at a Glance Flgures can help r

housewares managpr sod out contuslng advlce . . electdc goods No. 1. . . rlmond lsa top color.

pected to dominate in bath and closet accessories with pastels gaining position over blue, brown and almond.

C0L0R PREFEREI{GES shov white and almond in second and third place in sales ol serving, buffet products and accessories including dinnerware. Brown is No. 1 choice.

After studying these figures, a housewares manager probably stands a better chance of predicting the market. Toasters, coffce pots, mixers, irons, crockpots, etcetera no doubt will continue to be considered essential, purchased when replacement is necessary or bought as gifts for those starting a new household with an empty kitchen. The utensils used for the cooking and baking necessary for preparing meals probably will continue to be steady sellers.

Hardware/home center auto parts market growing

r S DO-IT-YOURSELFERS ex-

rpandtheir

expertiseto the family automobile, more hardware/ homecenters are finding it advantageous to stock automotive products. As of the last count, 619o of the hardware/home centers across the country maintain an automotive section of sorts.

Automotive supplies meet the needs of the 62.2 million individuals who, according to an A.C. Nielsen Co. survey, participate in one or more of 23 automotive d-i-y tasks. Other figures point out that there are I 05, 800,000 passenger cars operating in the U.S. with an average car age of 6.8 years, a challenging potential for routine maintenance as well as simple repairs.

The d-i-y jobs pinpointed by the Nielsen survey ranged from changing the anti-freeze to installing a radio, stereo or CB. Other sources indicate that950/o of the auto d-i-yers wax and polish their vehicles; 9290 change or add oil; 9090 change oil, air and gas filters; 8490 change spark plugs and points; 8490 change coolant; 720/o change ignition wires; 3590 do their own tuneups.

Statistics divulge an automotive d-i-yer with a profile matching that of a hardware/home center do-ityourselfer. This shopper is a male

Story at a Glance

More than half of hardware/ home centers have automotive depts.. sales nearly triple in less than 10 years peak volume still ahead .. . aggressive merchandising pays off.

between 18 and 49 years of age, with an income between $15,000 and $22,000, and owns two cars. Motivation for 770/o of the do-it-yourselfers is saving money; 5490 enjoy doing the work, adding up to more than 10090 because some are motivated by a combination of enjoyment and saving.

A recent Home Center Institute survey revealed that automotive sales per square foot had increased from $45 in 1975 to $lZ in 1981. Other surveys show consumer sales totaling $307 million with annual turns of 4.5 and a gross margin of 2690, which translates into a gross margin return on investment of llTs/0. Figures derived from an Automotive Parts & Accessories Association report put the d-i-y portion of the $53 billion automotive aftermarket at over $12 billion. This figure is for retail although not necessarily hardware/ home center sales.

Top volume producers are motor oil, plugs and points, filters, coolants, additives, waxes and polishes, wiper blades, floor mats, body repair materials and d-i-y books.

The message throughout the industry seems to be that there is money to be made by an alert dealer with aggressive marketing. Support from a wholesaler or supplier can provide an advantage. This help includes modular programs with plan-o-grams and suggested assortments as well as help in selecting the right product mix for the d-i-y customers. Co-op advertising, consumer refunds, in-store sales aids, attractive and secure packaging are other pluses from the distributors who are well aware that a large market can be reached through the hardware/home center.

Smart, aggressive marketing will provide assurance for the consumer

ItIERCHANDIS|NG tool for the do-it-yourself aulomotive aftermarket puts Motorcraft packaged parts into a display rack which can be custom assembled to meet the needs of the hardware/homecenter retailer. (8elow) Attractive, informative packaging with bubble packs for security on small parts from AC/Delco encourages self service.

who has the inclination to do his own work. His confidence is built with the help of knowledgeable sales people, how-to-literature, self-help guides and car clinics. Just as in do-ityourself projects for the home, satisfied customers develop business.

Many in the automotive aftermarket feel that the d-i-y demand has just begun, with the peak years still in the future. Dealers who are not part of the scene may be missing something.

378X-8 "e, Spark nug Wlre Set

Lowe's keeps growing in sales, size, service

Ak.",*'r""# fJffi ",:TIi?l

dealing only in the merchandising of building materials, lumber and hardware, Lowe's Companies, Inc., North Wilkesboro, N.C., is determined to be No. I in all ways.

With 234 stores operating in 19 states, they plan to add from l0 to 20

new units in the same geographical area during 1983. All will be located within 50 miles of present stores. The location for a new store must maintain at least 30,000 households with a stable economic base and be close enough to an established Lowe's to profit from spill over marketing with radio, tv and newspaper advertising.

In the pa.st, Lowe's has frequently taken over edsting stores and reformatted them to their use. They also have recently found their way into shopping centers.

Total sales volume for 1982 was $1,025,000,0O0. Retail customer sales accounted for approximately 5590 of this total. To help boost that sales figure, the firm is implementing a new merchandising strategy called RSVP for Retail Sales Volume and Profit. As part of the program, 134 stores have been retrofitted to a floor plan that places emphasis on the four corners of the store. Eventually all stores will incorporate the plan although with some adaptation in each unit. All new units are builtwith the RSVP layout.

This plan places a fashion plumbing display of kitchen and bath fxtures and accessories including vignettes in the right front corner ofthe store. The right rear corner is devoted to home fashions including floor coverings, wall coverings and lighting fixtures. The left front corner is a home entertainment center with televisions, radio, stereo, video cassette recorders, video games and computers. The left rear corner houses a millwork arborof windows, doors and related products.

Sales and service are centered in the inner portion of the race track sales floor which connects the four corners and adjacent departments. Lowe's has no nursery or automotive sections.

The RSVP formula is adapted to suit the size of the store. For example, the millwork arbor comes in three basic versions, three, four and

RACE TRACK layout leads customers to lour corners of the RSVP lormat, exposing them to related merchandise on adjdcent iisles. The millwork arbor (lorer phoio) rlisplays a broad range oJ windows, doors, and iellted merchandise.

February,1983

HIGH STYLE establishes the mood ol the home fashion corner where wall covering, flooring and lighting are located. A central service desk (lower photo) located in the middle ol the store provides a ready source of help for retail customers. Contractors are served from a seoarate office. five rows of display to accommodate the size of a particular store's sales floor.

When locating a new store, the real estate and expansion team looks for a minimum five acre site. A new store is designed and built with 13,250 sq. ft. of sales floor,2,250 sq. ft. of offices, 17,500 sq. ft. of warehouse,

Sfory at a Glance

Lowe's reshapes merchandising with RSVP .. proiects 10 to 20 new stores this year. consistent low prices private label credit card.

6,000 sq. ft. of loading docks and adjacent storage and 11,250 sq. ft. of accessory structures for storage, all totaling 50,250 sq. ft.

Buying for all stores is done centrally and delivered by fleets oftrucks from the central office warehouse. Merchandise is adapted regionally. Customers also may order items not stocked locally. Lowe's catalog is used only for reference at present, but management is looking into the possibility of a catalog sales department.

Low prices are policy at Lowe's. They consider buying right and giving the customer a price break as an ongoing promotion. The motto

(Please turn to page 21)

C0BP0RATE IMAGE is lostered by the easily recognized appearance of all Lowe's stores. Sign is idenlical on all lree standing buildings with the L always measuring 10 ft. high.0ther standard featufes include 77 paved parking spaces, a minimum five acre site wilh fence and security lights.

ffilrq#$:t$!ii.rl.l$S.!r:',:i,l:.ji*il,.iilitit$${s-\-l}.f,}_1i,,i'ii'l',$$iili.it..nl:liliiiillili:l:i:lli

Housing starts in 1982 were 1,060,600, down from 1,084,200 in '81, hitting the lowest level in 36 years .. . starts declined in every area of the country except the South, where they rose 5.590 it is widely expected that starts will be up this year from '81 &'82 levels .

In Dec. (latest figs.) housing starts slumped I3 Vo to a seasonally adjusted annual rate of 1,222,W0 units from Nov.'s revised 1,404,000 annual pace single family home nos. dropped 9.4V0, multi-family slippedl9Vo...

Some Southern areas outpaced the rest of the South: Dallas County (Tx.) housing starts in Dec. sel a record high, with single family starts up a whopping 14090 from Dec. '81 permits for future construction rose a remarkable 280V0 from the year earlierfigures...

Neighboring Fort Worth, Tx. (Tarrant County) had the strongest mo. in the 23 years they've kept records: Dec. housing starts rose I 77 9o over the same period a year earlier, bldg. permits shot up a startling 245V0 over the year earlier figure . .

W.P. Stephens Lumber Co., a 76-year-old Marietta, Ga., landmark, has been purchased by Ed Inman of Atlanta. no name change planned Roy T. Hoke Lumber Co., Stillwater, Ok., is adding a 10,000 sq. ft. retail hardware store . . Rodgers Lumber and Supply Co., Hot Springs, Ar., has added a 4,000 sq. ft. decoratingcenter...

Arling Lumber Co. has acquired the American Can Co.'s distribution yard on the Southern RR at Ludlow, Ky., to work in tandem with their Crescent Springs, Ky., distribution center

Burlington Northern will add I 50 high capacity boxcars and 300 centerbeam flatcars in the 2nd quarter for forest product customers in the Southeast and Southwestmarkets...

Payless Cashways plans to add three stores in the Houston Tx., market . The Home Depot, Atlanta, Ga., is adding two new stores in the Orlando, Fl., area; one in a renovated building at Eastland Center and one in new quarters at Oak Tree Plaza . . Diamond International retail div. will become part of Diamond US,4 when the planned merger is completed . .

Holly Hill Forest Industries, Inc., Holly Hill, S.C., is adding a boiler/steam dry kiln to their CCA wood treating facility . .

Monroe Wood Products, Inc., has moved its offices to Burlington, N.C., from Tampa, Fl. Raines Lumber Co., Birmingham, Al., has opened a CCA treatingplant...

W.R. Groce has purchased a discount store in Metairie, La., as a site for Handy City outlet #3 in the New Orleans area . . The H.E. Leonhardt Lumber Co., Oklahoma City, Ok., received a 75th anniversary citation from the Oklahoma City C. of C.

Scotty's opened its l0oth retail store, at Greenacres, Fl., last month, one of the eight to l0 they will add this year, including a unit in the J.M. Fields building, purchased for $3 million plus, in Sl. Petersburg, Fl. . . a special promotion at the Auburndale Scotty's raised $3,496 for the Little League Football Association Wickes Lumber Co., Rock Hill, S.C., is distributing a free 105 p. d-i-y home improvement project guide to its customers Clinton Lumber Co. and Elk Sup- ply Co., Clinton, Ok., donated materials for improvement of the Dripping Springs Boy Scout Camp near Arapaho

Overhead Door Corp., Dallas, Tx., has agreed to acquire Waldon Inc., Fairview, Ok. . . Lrfestyle Distributors /nc. is now distributing Tanaka outdoor power equipment from its Louisville, Ky., warehouse Pro Hardware is launching an Early Spring Dollar Days promotion this mo. . .

Southern forest-based companies planted almost a billion trees in the l98l-82 season, Al. and Ar. ranking high a $75,000 wood frame Pow-RSaver home being built with contributions of building materials and labor will be auctioned in June to benefit a Tampa, Fl., public tv station The American Institute of Kitchen Dealers has changed its name to the National Kitchen ond Bath Associstion.

The Beautyof Red Cedarwith Built-in Fire Resistanee.

Ifyou need to purchase treated cedar shakes and shingles, we understand ifyou're confused. There are more products on the market now than ever before, all wittr one label or another. However, to be certain of quality and an in-plant testing program that is second to none -purchase with confidence from J.H. Baxter and our distributors.

Our class C and class B roofing systems are treated with NCX@ chemicals and carryan Underwriters Laboratories, Inc. label (U.S. ). UL is the premier agency for product testing and standards development. Their label is your guarantee of product performance.

This is the label to ask forlook for itDEMAND IT.

FAMOWOOD

is the PR0FESSI0NAL'S At[ PURP0SE PLASTIC

Boat builders, furniture makers, cabinet makers, etc. have found it the one sure answer t0 correcting wood defects, filling wood cracks, gouges, covering countersunk nails and screws, Can be used under Fiber Glass!

Ready to use right out of the can, Famowood applies like putty-sticks like glue; dries quickly; won't shrink; takes spirit stains, and will not gum up sander. Waterproof and

CALENDAR

FEBRUARY

Florida Lumber & Building Meterid Deelcrs AssocietionFeb. 10, plywood training seminar, Holiday Inn Airport, Ft. Lauderdale, Fl.

Mississippi Building Mrterid Deders AssocietionFeb. 10-12. 57th Annual Convention and Building Products Trade Show, Royal D'lberville Hotel, Biloxi, Ms.

Carolinr Lumber & Building Mrterid Deelss AssocietionFeb. 1G'13, Housing and Building Products Show and convention, Charlotte Civic Center/Radisson Plaza Hotel, Charlotte, N.C.

Amarillo Hrrdwere Co.Feb. lll3' Spring Red Carpet buyers market, Amarillo Civic Center, Amarillo, Tx.

Hrrdwere Associetion of thc YirginirsFeb. lll5, convention, Holiday Inn of Old Town, Alexandria, Va.

Lumber Assodrtion of TexrsFeb. 16' Investing in Fixed Assets professional development program, Waco, Tx.

Southern Herdwerc AssocirtionFcb. 17-19' Convention, Ponte Vedra Inn & Country Club, Ponte Vedra Bcach, Fl.

Florida Lumber & Building Meterid Deelers AssocirtionFeb. 22, plywood training seminar, Holiday Inn Airport, Tampa, Fl.

BuiHer Mrrts of Americe, Inc.Fct.. ?:2.U' t2th Annual Independents Days products and managemcnt servics exposition, Atlanta Hilton Hotel, Atlanta, Ga-

Southern Forest Products AssocietionFeb. 2$24, long range planning committee meeting, New Orleans, La.

Southern Hrrdwood Treflh AssociedonFcb. B-A,62nd annual meeting, The Peabody Hotel, Memphis, Tn.

Appalachien Herdwood Menufrcturcrs AssocirtionFcb. 24-X, annual meeting, Washington, D.C.

Internetiond Home C-cnter Merteting ConferenceFcb. 26' Convention Center, Dallas, Tx.

l\fid-South Hrrdwrre AssocielionFcb. 2G27, convention, Hyatt, Birmingham, Al.

Netionrl Home Ccnler/Homc Improvencnt Congrtss & F.xpositionFeb. 27-Merch 2, Convention Center, Dallas, Tx.

MARCH

Internationrl Hardwood Products AssocietionMerch l-5, 27th annual convention and 2nd international forest products exhibition, Inter-Continental Maui, Maui, Hi.

Henderson & Brird HrrdwreCo.Much 5.6, show, Greenwood-Lefore Civic Center, Greenwood, Ms.

Lumber Associrtion of Terrs -M$ch 7' Houston- Mrr,ch t, Dallas, Tx. Managing Time professional development program.

National Lumbcr and Building Mrterid Dedcrs AssocietionMarch 15, Research & Development and Business Management committees meetings, Capitol Hilton Hotel, Washington, D.C.

Conferencc with CongressMerch l$17, The Capitol Hilton, Washington, D.C.

Virginia Building Meterid AssocirtionMrrch 21F22, annual convention, The Homestead, Hot Springs, Va.

Southern Hrrdwood Lumber Menufrclurcrs AssocietiooMsrch 2l-23, annual meeting,Hyatt Regency, Atlanta, Ga.

Nationel Association of the Remodeling IndustryMrrch 2& 7,6,41st annual convention & exposition, Atlantic City Convention Center& Playboy Hotel/Casino, Atlantic City, N.J.

80th Hardwood Class

The 80th class of the National Hardwood Lumber Association Inspection Training School will be in session in Memphis, T[., through April 15.

Hardware Buyer Profile

Here's the answer to who buys hardware where for how much.

Men tend to buy in freestanding stores while women shop in enclosed suburban malls and localized shopping centers. Average ticket amount for all hardware purchases in all locations is $48.36 with the average purchase in a freestanding store totaling $63.84. Average purchase in a downtown location is $63.04.

These statistics come from a Management Horizons, Inc. study of consumer shopping patterns. The report categorized purchases of hardware in three categories, hardware, lawn, garden and automotive; home furnishings and equipment; leisure, recreation and hobby products.

More purchases of hardware are made in local suburban shopping centers than in enclosed regional

malls or downtown areas, the study revealed. Most downtown purchases are made by the 18 to 25 year-olds and those over 65. Low income groups also shop downtown. Parents, regardless of age, tend to shop in local shopping centers while young couples with no children patronize freestanding outlets.

Magnetic Tags Cut Theft

Shoplifting of hand tools, hardware, and virtually any other hard item packaged or sealed will become nearly impossible with the adoption of an electronic system now being tested in pilot projects throughout the United States.

The method works on the same principle as the reusable magnetic plastic tags often found on soft goods such as clothing. The difference is that hard merchandise is marked with a disposable paper strip which is electromagnetic. When the customer pays for the item, the cashier demagnetizes the strip by waving it over a monitor. If the strip is not deactivated, its electromagnetic field triggers an alarm when the item is taken from the area.

The paper tags are ideal for hard

goods since they are inexpensive and do not need to be reused. At a cost of about 5 or 6 cents each, they can be attached to almost any item with an application gun like those used for pricing. The tag is virtually impossible to remove.

Called the universal system because of its wide applicability, the tags are now used in Europe where a trial run showed an 8590 reduction in thefts.

0KLAH0MA Lumbermen's Association president for 1983 Bud Blakely (right) received the gavel from immediate past pres. Mike Morgan during installation ceremonies conducted in Oklahoma City.

Home Center Merchant

BILL FISHMAN

Bill Fishman & Affiliates 'l '1650 lberia Place San Diego, Ca.92128

MAJORITY of home cenrer ad-

I vertising that crosses my desk is terrible! It's poorly merchandised and poorly presented. It appears that only those retailers who have tasted the fruits of a carefully prepared advertising program continue to make the effort to maximize the results of the advertising expenditure. The best ads are produced by the high volume retailers.

Advertising is not a panacea. It's a communication vehicle. Advertising is a means to meet individual store and corporate sales goals.

r it can bring in "feet"

r it can sell specific items at advertised prices

o it can create long range image position both store-wide and by department

. it can introduce new product categories it can introduce new items

. it can make impressions like the store's value image

But, advertising won't

. overcome high prices or bad merchandise

. compensate for a poor location or limited hours or bad facilities

. overcome the image of discourteous and/ or unknowledgeable salespeople or poor systems and procedures or unrealistic credit oolicies.

Some retailers don't realize that they are running a clearance ad 52 weeks a year. The operator that waits till the newspaper salesman is in his store on Tuesday to pick up the advertised list of merchandise to be run on Thursday, is making the newspaper wealthy, but probably hurting his position in the marketplace. When the retailer shouts to the back room, "Tell me what we've got enough of to run in this week's ad, " he's presenting in print what his customers are telling him they don't wanr, his overstocks. That is not what advertising is all about.

Consider not running the ad during a

r short week or weekend

o if you've nothing ro say

. if you're facing poor floor coverage

Consider not running an item that's in short inventory

r when you show out-of-stocks ofthe fittings or accessories

o if it pre-empts an upcoming major promotion

o if it is a bad value that is higher priced than competition's day-in, day-out shelf price.

Plan ahead-weeks ahead. Do your advertising planning far enough in advance to order-in special merchandise, to communicate with the sales staff, and to display, sign and reprice the merchandise.

Challenge every candidate as an irem ro

be advertiscd. Try this score card. Rate each criteria one point.

Universal appeal (sexes & age)

In season

Disposable

Non-competitive

Long margin

Recognizable value

Priced under established retail price

Requires tie-in merchandise

Easily replenishable

Small-Easy to handle-Easy ro display

Cooperative ad funds available

Promotes a depanment

Self-select

Backed by national advertising

Here's how to score: 13-14 pointsRun it the following week too; ll-12 points-Great item ro advertise; 9-10 points-Good advertisable item; 3-8 points-lt's just a "me too" item; Under 3 points-Don't waste the ad space.

Merchandise the advertising at store level. Decorate with pennants, banners and signs to make a coordinated promotion.

About size and continuity of advenising-do not get sucked into the "keep your name in front of the public" syndrome. If you've got nothing to say to the public, say nothing. You will spend your advertising dollar much more wisely if you run your ads less frequently and with greater size and impact.

Keep your advertising looking fresh and sharp. Forbid your newspaper or printer to reproduce from old clippings and tearsheets. Insist on them sizing from the original art work to maintain a high standard of your advertising presentation.

February,1983

Housewares Book Reprinted

"The Housewares Story," a history of the American housewares industry written by business journalist Earl Lifshey and published by the National Housewares Manufacturers Association in 1973. has been reprinted by the NHMA, according to Ronald A. Fippinger, managing director.

"We are indeed pleased to reprint 5 ,000 additional copies at this time, " Fippinger said, "and to continue its widespread distribution, especially to all newcomers who have become part of America's dynamic housewares industry since our unique history was published ten years ago."

Since 1973, the NHMA has given 25,000 copies in a hardcover, 384-page illustrated edition, to manufacturers, buyers and other members of the housewares industry.

The book served as the basis of a half-hour color film, "The Housewares Story," which since 1974 has had widespread showings. The association received a "More than a Million" award from Modern Talking Picture Service, which distributes the film, to mark the movie's being shown 55,028 times to 1,548,947 viewers in community audiences. The movie has been shown extensively on local and cable television stations with nearly 1,000 telecasts to more than 8,000,000 viewers to date.

LOWE'S

(Continued from page 14)

"Lowe's Low Prices" is standard practice in all stores. Equally important is the company's established policy of readily available refunds and exchanges as well as customer service.

Billboards, newspapers and tabloids carry Lowe's message to the public. Regional radio and tv advertising is used where it can reach a large audience with a few stations.

Lowe's maintains its own private label credit card. With a base limit of $750, considered to be more generous limits than most bank cards allow, the system is used by 500,000 customers.

Employees stay with Lowe's. Leonard Herring, president and c.e.o., and Robert Strickland, chair-

man of the board. have both been with the firm for over 20 years, dating back to management by Carl Buchan, son-in-law of the founder, A.S. Lowe. The company started with one store in North Wilkesboro and had expanded to 15 stores by 1960 when Buchan died of a heart attack. Lowe's has been publicly held for 2l years.

Others in lesser positions are equally long time employees. It is company policy to promote from within the ranks and develop top management. An employee incentive plan and retirement fund are other pluses.

Promotion practices are strengthened by the company leadership school which provides continuing training. Operating on the campus of a local college under the director of training, these classes utilize experts from within and without the company as teachers.

Competitors such as Hechinger may threaten their turf, but the management at Lowe's remains confident. As they look ahead to the next five years, they anticipate only continued and significant growth.

A specialty forest products

Our commitment to per=

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responsible people to growth.

products with experienced, market. We plan more =

make it all work for you'

Do yourserf a favor and do =

lf you appreciate working business with people who =

with pros, contact us for believe in exact tallies and =

commons, hardwood ply- mills. You'll be glad you did.

Ponderosa pine clears and products f rom the f inest =

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tom mill can supply your

T0P MANAGEMENT Leonard G. Herring (left), president and c.e.o., and Robert L. Strickland, chairman of the board of directors, call the RSVP program Lowe's most signiticant new merchandising pr0gram in many years.

CAROLINAS

executlve vlce presldent

THe RACER'S Edge will theme our f 1983 housing and building products show, Feb. 10-12, at the Radisson Plaza Hotel and Charlotte Civic Center, Charlotte, N.C.

The show and convention have been well planned to meet your needs and allow you to get the "racer's edge" on the competition: seminars to increase vour industry knowledge and awareness and, of course, great exhibitois will provide you with new products and many money-saving specials.

On Saturday Cox Wood Preserving and Andersen Corp. will sponsor do-ityourself clinics. People from Cox, who are deck specialists, will show how to build a deck, answer your questions and give you a free deck building brochure to take home. A stepby-step demonstration by an Andersen representative will show how to replace windows, install windows, gliding doors and triple glazing. Hutting Sash & Door, Charlotte, Kernersville and Rocky Mount, N.C.; C.E. Morgan, Columbia, S.C., and Portsmouth, Va.; Holston Builders Supply, Kingsport, Tn., and Addison Corp., Greenville, S.C. and Augusta, Ga., are sponsors for the window clinic.

.4

These clinics will offer the opportuniry to see how our suppliers can help us pro-

mote and scll our producs. Make plans to come and bring both your inside and outside salespeople. Don't miss this opportunity to expos€ them to a proven method of increasing sales.

The 1983 show also offers you the opportunity to win many great prizes including a truck load of building materid delivered free by Georgia Pacific.

ARKANSASA OKLAHOMA

EIELIEVE it or not, but after almost tsthree years of our current housing recession we are getting reports of new houses being estimated and even some being started.

One Tulsa area dealer said he was furnishing more new houses in the last two months than he had for the past several months. Another said his truss plant was busy in December and even in good market times December was traditionally a slow month. Even some of the smaller communities are indicating there's a house or two being built in their market.

Many dealers we have talked to recently are starting to feel that there really is a

KENTUCKY REPORT

WILLIAM THOMPSON

lN fHE PAST several months I have Italked to dozens and dozens of people throughout the state and practically all of them have told me that if it were not for their do-it-yourself customer, they would be out of business.

In fact, too many have told me that even though this type of business is the

only thing that they are moving, they still are not showing a profit. Of course, some are doing just that and quite a few are breaking even but I've never heard any of them say what they were doing about the situation, except that they were working harder, cutting expenses trying to keep the doors open.

Well, I want to tell you thatge have one dealer in the state who has done something about it. I want to commend him for the approach he is using to attract customers into his store.

light at the end of the tunnel. Most feel that if interest rates hold or even derreasc now through the end of March, we will see an increase in activity come spring. Won't it be great to once again sce builders building and buyers buying! Builder/contractors are still the mosr important source of sales for most independent retail yards.

In a recent MLA survey, 8390 of Oklahoma dealen and &)90 of Arkansas dealers projected they would end calendar year 1982 with a profit. With this optimistic feeling for 1982 results, the exp€ctations now for a good l9E3 are blooming and many dealen are starting to think about their sources of zupply and personnel.

Those who get ready fint will pick the fint flower.

His ad in Sunday's Cour&rshowed me that somebody has been doing some thinking and is on the ball.

This insert in a full page ad from Jacob Levy and Brothers read as follows:

HAVE FUN! LEARN! AT LEVY'S_ HOME IMPROVEMENT SCHOOL.

Classes Begin Tues. 6:30 P.M. Levy's, Dutchman's Ln. Learn step by step how to do your own work and save up to 5090 of the totd cost! Valuable instructions from experts for both women and men! Eight 2-hr. weekly classes for only 350! (extra family members 325 each).

This is tangible proof that a dealer is doing something about today's business. My congratulations to these people. Some of you may want to do something similar.

lttltsts r||$s r$ou|' Iat^3uoaur('t|

Mld-Amerlca Lumbermens Assocladon rl90l lletn sr., Krnm c|ty, Ho. 5tll2 (tr6) 93r-2r02

Kentucky Lumber and Bulldlng Matertal Dealers ACSoClallOn P.O. Bor 665, l.braon, xy. loo3:l (3o2159lt-XL5l

bY Don A Campboll

execudve vlce precldent

NOTES

GAYLON STACY

executlve

vlce precldent

THE FIRST board of directors meetI ing of the organization's new fiscal year was held by the Oklahoma Lumbermen's Association December 14 with president Bud Blakley at the helm. He is owner and operator of Blakley Lumber and C.arpets, Davenport.

Blakley succeeds Mike Morgan, Morgan Lumber Co., El Reno. When he passed the gavel to Blakley during installation ceremonies, Morgan expressed appreciation to officers and directors for their support during his tenure as president. "It is a rare privilege to serve the OLA as president and I am truly grateful for the honor," he said.

President Blakley introduced and installed new officers and directors. He presented them with engraved plaques and charged them to "pledge your support and loyalty to the Oklahoma Lumbermen's Association and to contribute in every possible way to help achieve the association's objectives as they may be identified from time to time by the board of directors, "

Serving with Blakley in the cabinet of officers for 1983 are vice president Glen Haney, Phillips-Haney Lumber Co.,

Coalgate, and Bill Roach, Jr., Roach Lumber Co., OklahomaCity, who begins his second year as association treaswer. The association's six newly elected directors are Floyd Burton, Morrow-Gill Lumber Co., Sand Springs, District l; J.A. Guerin, Cook Lumber Co., Muskogee, District 2; and J.D. Ollie, Geo. Ollie's Lumber Co., Spiro, District 3.

Also, Ken Rothschopf, The Lumber Mart, Guymon, District 4; William V. Carey, Jr., Carey Lumber Co., Oklahoma City, District 5; and Henry Bockus III, Gordon White Lumber Co., Pauls

Valley, Tuttle, Ratliff, and Lindsay, District 6.

Two new associate directors were installed, James Hays, Rounds and Porter Co., Oklahoma City, and Clark Wiens, Cedar Creek Wholesale, Tulsa.

Associate directors are appointed by the nominating committee subject to the approval ofthe board of directors. Selections are made from among manufacturers, wholesalers and distributors who have demonstrated uncommon interest in the Oklahoma Lumbermen's Association. They serve three year terms as do other members of the board.

Two men were seated as appointees to the board to hll vacancies created by recent resignations. Darrel Keller, Flintco Lumber and Components, Tulsa, will serve out the remaining two years of a term in District l. Larry Smith, Billingslea Lumber Co., Lawton, will serve the remaining year of a term in District 6.

Loulslana Bulldlng Materlal

P.O. Bor 15547, B.ton Rougp, tr. 70E95

Dealere Ascoclatlon 15041 927-4317

LOUISIANA OUTLOOK

JAMES L. DUKE executlve vlce precldent

EIUSINESS outlook continues to be tsverv flat. National statistics coming out ui. u.ry misleading and do not necessarily apply to our area.

VIRGINIA NEWS

JACK ALLISON executlve dlrector

tl/l/tITH the 1983 General Assembly

'JU convened. there is a lot of doubt as to where the action will be.

Water allocation issues, the coal slurry pipeline, and uranium mining are the most talked about, but in a short session it is questionable that any of these will result in meaningful legislation.

Of course, the shortfalls in state revenue have received a lot of publicity, and certainly there will be some tax bills, as always. But with the rash of tax increases passed last session, substantive changes are more likely to fall on the expenditure side.

Every member of the General Assem-

bly has to stand for election this year, so there will be a full slate of bills introduced, regardless of their importance.

VBMA is not sponsoring any bills, but will be there looking out for your interests.

The ITC will issue a final decision on the request for a countervailing duty on all Canadian lumber shipped into the U.S., but an interim ruling could result in a duty as early as March 7. The uncertainty of the issue has already caused some distortion in lumber futures markets, and this will increase as the March 7 date approaches.

We will try to keep you abreast of the situation, but watch your other trade sources as well. It will definitely be a factor in your spring buying decisions.

We continue to urge members to analyze their specific trade areas and to not worry about national stats. The S.E. United States is faring much better than other areas. Most members indicate spotty conditions. Most firms now have good control of inventory and receivables and are really hustling. Although times are difficult, most indicate they are at least breaking even. Let's hope some of the uncertainty goes away soon.

Interest rates have declined considerably. Maybe because Paul Volcker has abandoned the tight money policy in hopes of achieving single digit rates in late'83.

National Conference with Congress is very near. In that light, the committee met in Washington, D.C. to finalize the Conference program. The format has been changed to provide for five educational seminars. Issues packages will be mailed to Congress prior to delegate arrival, March 15.

I admit, as chairman of the conference, I am really depending on many Louisianans being in attendance. Please "hep" me!

As of today, it appears that th€ Mortgage Retirement Account (MRA) will be one of the key issues. What is MRA? Same as IRA except one may apply up to $2000towards payoff of his home loantax free. Senator John Tower, Texas, is introducing the bill to Congress.

Pressure Treaters Chairmen

Committee appointments have been announced by the Southern Pressure Treaters Association, Shreveport, La.

Chairmen include R.K. Wagner, Koppers Co., Inc.; Jeff Hughes, Crown Zellerbach; R.H. Gardner, ITT Rayonier Inc.; Clyde Norton, Colfax Creosote Co.; C.B. Compton, Atlantic Wood Ind.; Herman Chelette, International Paper Co.; W.H. Davis, Escambia Treating Co.; R.D. Russell, International Paper Co.; R.A. Watson, ITT Rayonier, Inc.; Dennis Stallworth, Stallworth Timber Co.; H.M. Hawthorne, Jr., Conroe Creosote Co.; C.A. Burdell, Southern Wood Piedmont.

Renovation's Growing Market

Lower costs, easier financing, faster project completion and tax incentives have made building renovation the new growth market for the construction industry in the 1980s.

Sweet's Division of McGraw-Hill Information Systems Co. estimates

that at least $100 billion will be spent this year in the renovation ofresidential, commercial and industrial buildings.

Their data indicates that at least one third of all construction dollars are spent on renovating existing structures, which analysts indicate is about double the share of l0 years ago. Sweet's notes, "In response to this growing trend, we expect to see building product manufacturers placing far more emphasis on reaching renovators with their existing product lines, most of which are applicable to renovation projects."

Housing Policy Meetings

A series of meetings with industry and government leaders designed to create a dialogue on the state of the housing industry and what to do about it is being launched by the Brick Institute of America, Mclean, Va.

BIA points out that for every thousand dollars spent in construction, $l0l goes to lumber and wood and $108 to wholesale and retail trade.

To earn the quality mark of the American Wood Preservers Bureau pressure treated wood products must meet rigid technical standards. Questions of quality are answered before the material reaches the job sites. When you call for plywood, lumber or timber from treating @ plants qualified by the

American Wood Preseruers Bureau you can be sure that the material will meet or surpass your standards. No question about it.

AWPB mark of quality assurance is backed by independent, thirdparty sampling and quality control. For more information, write or call today.

ATERICAN WOOD PRESERI'ERS BUREAU

Box 6O85 - 27 7 2 S. Randolph St.Arl ington, VA 222C6703 931€180

Please send me intormation about selecting and specifying pressure treated wood products that have been awarded the AWPB quality mark.

Iil0USTRY LEA0ERS appointed to the advisory board of the National Home Center/ Home lmprovemenl Congress & Exposition include (hp t0 bothm) Richard E. Ingram, ores., dealer div., Euilder Marts of America, Inc., Greenville, S.C.; Georges A. Hanzi, ores.. Homecrafters Centers. Inc.. Birmingham, Al.; Don R. MacPherson, pres., The Cooper Group, Raleigh, N.C. They will be introduced at lhe Feb. 27-March 2 show in Dallas, Tx., and serve the 1984, 1985 and 1986 shows, according to William Fishman, seminar director.

PERS NALS

Jimmy Rane, Great Southern Wood Preservers, Abbeville, Al., has been reelected vice chairman of the Society of American Wood Preservers, Inc.; Janet Seaman, Seaman Timber Co., Montevallo, Al,, was re-elected a director.

Charlie Sowell is managing a branch office of Epperson Lumber Sales, Inc., Statesville, N.C., in Columbia, S.C.

Erlck Forholt is now branch mgr. at PlyWorld, St. Petersburg, Fl., reports Fred Macleod, pres., Plyworld Corp., Orlando, Fl.

Mitch Boone has joined the staff of Navajo Forest Products Industries , Navajo, N.M., for millwork and lumber sales.

William W. Schaefer, pres., Central Woodwork, Inc,, Memphis, Tn,, is the new 2nd v.p. of the National Sash & Door Jobbers Association.

Jim Kesterson, former mgr. of the Auburndale, Fl., Scotty's, has moved to Winter Haven Hq. as asst. buyer of paneling; Robert Taylor is now mgr. at Haines City; Lamar Mike has been promoted to mgr. at Riviera Beach.

James Enter has been made group executive for Myrtle Beach Lumber, Waccamaw Lumber, Georgetown Lumber, Shallotte Lumber, Lumber-l of North Myrtle Beach and Southport Building Center, according to Daniel M. Campbell III, pres. of Seacoast Building Centers, Inc., Conway, S.C., which owns these Build Right Building Centers in S.C. Jerome F. Anderson is now gen. mgr. at Myrtle Beach Lumber Co.; Robert J. McCarley III, former sales mgr. at Myrtle Beach Lumber, is now gen. mgr. at Georgetown Lumber Co.

Ambrose Theriot, Morrison Home Center, Houma, La., is recovering from a recent illness.

A.J. Harris, Baton Rouge (La.) Lumber Co., is the new pres. of the Baton Rouge Association of the Louisiana Building Materials Dealers Association.

Randy Skinner, v.p. of Tahlequah Lumber Co., Tahlequah, Ok., is the new v.p. of the Equipment Rental Dealers Association of Oklahoma.

W.H. "Bill" IrBlanc, Baton Rouge Supply Co., Baton Rouge, La., was the recipient of the annual Baton Rouge Golden Deeds Award.

Homer Lucas, formerly with American Creosoting Co., has been named Florida 1982 Outstanding Tree Farmer of the Year.

H. Dann Sallis has been named pres. of Nichols-Kusan, Inc., a div. of Kusan, Inc., Jacksonville, Tx., replacing Roland C. Adams who is now Kusan internal consultant, according to Reynold Nebel, pres. and c.e.o. of Kusan, Inc.

Kevin E. Fitzgerald is the new director of purchasing at Scotty's Inc., Winter Haven, Fl.; Dewey Hamblin is now assistant mgr. at Wauchula.

William F. Blaine has been appointed v.p. of marketing for SII, Sherman, Tx., according to E.W. Young, pres. Wahldean Brunson, sales mgr. of Thom'son Oak Flooring Co., Thomson, Ga., is the new pres. of the National Oak Flooring Manufacturers Association; TVilliam T. Mullican, McMinnville Manufacturing Co., McMinnville, Tn., v.p.; George E. Kelly, sec.-treas. and managing director; James H. Stoehr, Searcy Flooring, Inc., Cincinnati, Oh., and Richard Taylor, DeSoto Hardwood Flooring Co., Memphis, Tn.,' directors. John E. Fox, Arkansas Oak Flooring Co., is the retiring pres.

Doug Odom is now representing Alpine Veneers Inc. in Tallahassee, Fl.

Anson Damon has retired from Navajo Forest Products, Navajo, N,M., after more than 36 years with the firm, according to sales mgr. Joe Shipman.

Buford White, Buford White Lumber Co., Shawnee, Ok., is the new pres. of the Shawnee Chamber of Commerce.

William Y. Carey, Sr., pres. of Carey Interests and former pres. of Carey Lumber Co., Oklahoma City, Ok., has been elected chairman of the Oklahoma Humanities Committee.

Wilbur Grcen, v.p., Caton Lumber Co., Enid, Ok., has retired after44 years in the lumber industry.

Jack Delpapa, marketing mgr., Powell Lumber Co., is back at Lake Charles, La., Hq. after a Florida business trip.

G.C. Clark is now in charge of sales and project development for Arling Lumber Co., DC operations at Ludlow, Ky.

Joyce Carter has opened a branch office in Atlanta, Ga., for Sunbelt Lumber Co., Inc., Spartanburg, S.C., according to Robert E. McMahon, pres.

Pierre Schwing, Jr., son of Pierre Schwing, Teche Lumber Co., New Iberia, La,, and Gregg Hunter, Covington, La., have received the Baton Rouge Lumber Co. awards from the Louisiana State University Foundation.

John R. Wood has been promoted to v.p. at Kirby Forest Industries, Inc. Silsbee, Tx., according to J.E. Stevens, pres.

Larry Bcll is now pres. and gen. mgr. at Livingston Wholesale Lumber Co., Denham Springs, La.

William "Bill" Simpson has joined sales at Westwood Forest Products, Climax, N.C., covering Ga., S.C. and Fl.

Matthew Reilly, Medford Co., is the new pres. of the National Particleboard Association; Michael A. Vidan' Georgia-Pacific Corp., v.p.; Donald W. Earls, Union Camp Corp., treas.; JohnleFors,Willamette Industries, Inc., and Wolf Gericke,Weldwoodof Canada, Ltd., members at large. William H. McCrcdie was named executive v.p. to replace Robert E. Dougherty who is retiring.

Tom Hockycko is joining Eric Bleke as a Western region sales mgr. for Builder Marts of America based in Dallas, Tx., according to Tom Woodson.

R. Hunter Morin, v.p./director of marketing and asst. to the pres. at Benchmark Door Systems, Fredericksburg, Va., is the new pres. of the Insulated Steel Door Systems Institute; Gerald L. Stutz, v.p./gen. mgr., Johnson Metal Products, Richmond, In., lst v.p.; Richard O. Duke, v.p., sales & marketing, Therm-Tru, Sylvania, Oh., 2nd v.p.

Ernest Kiper lII, grandson of Aisa Kiper and son of Ernest Kiper, E.R. Kiper Hardware & Lumber Corp., Wisner, La., has received a scholarship to study building materials management at Louisiana State University.

Wayne Phillips has been named assistant buyer of hardware at Scotty's corporate office, Winter Haven, Fl.

Edward L. Stout, pres., Acme Brick Co., Fort Worth, Tx., has been elected chairman of the board of directors of the Brick Institute of America, according to BIA pres. John P. Gleason, Jr., McLean, Va.

Gary Horsley is the new mgr. of Gordon White Lumber Co., Lindsay, Ok.; Doug Gabbard, former mgr., will continue in the Lindsay operation as well as other Gordon White Lumber Co. yards.

Hugh Mungus and Freddy Fungus have named retired Army officer Major Funding to handle charitable activities at Mungus-Fungus Forest Products, Climax, Nv.

NEW PR DUCTS

and selected soles oids

film or paper so it allows moisture vapor to pass through, eliminating the danger of in-wall condensation. The product is lightweight, tear-resistant and reportedly will never rot or shrink.

Energy Saving Doors Tax OK

The Internal Revenue Service has certified Simpson WeatherBeater Doors for a Residential Energy Tax Credit. Also certified for the tax credit are thermal models in Simpson's International Line.

The WeatherBeater doors are solid core with a specially designed frame to prevent warping. The flatness and stability of the doors are said to help to maintain a tight weather seal under all conditions.

A Cabinet Watch

The new Greenwich bath cabinet features a digital clock and night light with onloff switch.

The genuine oak frame comes in walnut or honey finish with a 16" by 26" plate glass mirror that has stainless steel edges. The cabinet recesses in standard 2" by 4" walls.

Window Dressings

A modular arched window system said to combine the customized look of decorative arched windows with the normal installation of conventional windows is new from New Morning Windows, Minneapolis, Mn.

The system can be used in restorations, new construction and on interior dividing walls. The windows are delivered in insulated, pre-boxed rectangular modular sections of any custom dimensions. This eliminates the need for additional on-site framing.

A Barrier Against Cold

A new home energy-saving air infiltration barrier that reportedly cuts heat loss through insulated walls by 3390 is from Du Pont.

Tyveck is a sheet of very fine, highdensity polyethylene fibers. It is not a

The thermal doors combine real wood with double panes of thermal glass. According to the company, the French style thermal doors are 640/o more energy efficient than single glazed doors of the same type. Other styles of their thermal doors are said to be about 3790 more energy efficient than standard wood doors with single pane glazing.

Cabinets for the Handicapped

A line of cabinets for the handicapped has been introduced by the Connor Cabinet Div., which followed HUD and FHA guidelines for the handicapped in public housing facilities.

They include regular base units and drawer units in selected sizes of 12" to 48" wide and feature an83A" high toespace for wheelchair footrests. A 5%" high valance, along with 3" and 6" fillers, are available in 48" and 84" lengths. Fillers to 42" allow for cutting to specified lengths.

Also available is a 60" high utility cabinet in either 24" or 30" width with four adiustable shelves.

All Decked Out

Oakwood Manufacturing, Inc. is offering three new products for the retailer.

First, a bulk merchandiser display that fits a standard gondola end or can be used anywhere in the store. The merchandiser utilizes bins for bulk display of items for those dealers who prefer to sell by bulk rather than in kit form.

Erecto-Pat step kits can be used from deck to ground or from one level to another on multilevel decks. There are no risers to be cut.

A new do-it-yourself park bench kit includes one pair of black baked enamel finish park bench legs, rustresistant lag bolts and step-by-step instructions.

The customer decides what length he wants to build and the retailer supplies the lumber.

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A Star ls Formed

Starplates are connecting devices for forming do-it-yourself geodesic buildings. Eleven pre-engineered steel connector plates assemble 25 equal-length wood struts into a bolted framework, in sizes from 3'to l4'wide.

According to East-West Design, Inc., using their kit that retails for $32.95, one person can erect a framework in two hours.

The framework can be used to construct a greenhouse, gazebo, corn crib, carport, playhouse or a doghouse.

Walk-in Vault

Henges Manufacturing, Inc. has a walk-in vault with a wide variety of security applications.

Offering 94 cu. ft. of storage space, the interior is a 3Vz' square with a 7' ceiling. A weight of 725 lbs., external dimension of M" x M" x 86" and heavy-duty materials reportedly make the Safeguard Vault virtually impregnable to common burglar attempts.

The fire-resistant vault is constructed of l2-gauge steel, 50,000 psi, painted with urethane enamel. The door opening is l9Vz" wide and can be right or left hinged. For safety, the vault is designed to prevent accidental lock-in and maintains aircirculation.

Guaranteed for five years against all defects in workmanship, it costs $r,440.

Computer Matchmaker

Benjamin Moore & Co.'s new computer color matching system, consisting of three components and an optional fourth component, was developed in direct response to the service needs of dealers. The system is said to be easily operated by a paint dealer with minimal training.

Using the system, a dealer can arrive at a formula for custom paint colors in minutes. The formula, or prescription, can also be typed out with the aid of the optional line printer. Each prescription contains coded information describing the base and finish to be used and gives the exact number of shots required of each colorant in order to reproduce the custom color.

The computer element of the system is capable of being utilized for basic business accounting procedures. The system will be available to dealers through direct purchase or with the option of a three to five year lease.

Anchor Bolts Away

A new line of wedge type stud anchor bolts has been added to the Star Expansion line. The bolts are used in concrete where extra holding power is required.

More than 20 different sizes are available ranging from Yt" xl%" to l" x 12" . The product's design reportedly eliminates drillirrg oversize holes as the thread diameter is equal to the hole diameter.

New Generation Stove

The United States Stove Co. has a new generation of circulators: the Legacy Wonderwood and Wondercoal.

Both offer a new cabinet design with rich earthtone colors in a leather-grain embossed steel cabinet. The cabinet front is highlighted by a simulated wood-grain control panel. The 3021 Wonderwood and 3027 Wondercoal feature a lift-up top and auxiliary cooking surface, full-size ash pan,firebrick lining and optional blower.

With the Legacy's baffled, stainless steel heat exchanger, potential heat is drawn into and around the exchanger. The concentration of heat allows the exchanger to extract and recirculate heat previously lost.

Concrete Finisher

Tamms Industries Co. has a professional concrete finisher that is said to fill, seal, level, texture and finish masonry surfaces. The ingredients in Concrete Finisher are similar to natural concrete so the product becomes part of the surface, notjust a coating.

It is mixed with water and applied by hand trowel or spraying, depending on the surface to be covered. Available in 70 lbs. bags, its coverage is estimated at 6-9 lbs. per square yard for a two-coat system that is approximately I/8" thick.

lmproved Astragals

Astragals produced by Benchmark are said to provide improved weather seal-out, energy savings and protection in double door installation.

Hot Display

A point-of-sale display containing an assortment of Rust-Oleum Heat Resistant Bar-B-Q Black coatings is designed to help retailers boost impulse sales and profits in their lawn and garden departments, and outdoor shops.

The prepackaged display contains 30 cans of the heat resistant finish for refinishing heated surfaces such as outdoor grills, stoves and fireplace equrpment.

As part of the promotion, RustOleum is providing retailers with an advertising allowance amounting to 590 oftotal heat resistant coating purchases.

Aflordable Joists

Alpine Engineered Products, Inc. has a new engineered roof and floor truss system.

Produced from 2 x 4 stress-graded lumber, scrap 2 x 4 blocks and Alpine connector plates, the J-24joist can be used as a substitute for 2 x l0 timber framing members.

The aluminum astragal now features a thick foam rubber boot and a rigid polymer connector. It comes pre-assembled with operating spring loaded flush bolts top and bottom to lock securely into header and threshold. A wider channel design accommodates heavy duty deadbolts.

Tie One On

Ratchet Strap, a tie down strap, secures loads to a car, truck or trailer. The I Vz" wide high-strength nylon webbing with S hooks at each end is available in l0 ft. and 15 ft. lengths. The straps have a suggested list price of $19.98 and522.49.

Just Hangs in There

New Easy Hooker \.r'ater supply line packages featuring full color photos of the product have been introduced by Anderson-Barrows Metals Corp.

The chipboard boxes are designed to hang, taking up less shelf space. The photo on the package shows hou' the product should be installed for use with toilets and sink faucets.

Brassy Hinges

Solid brass, self-closing hinges in flush and 3,/8" inset styles for fine furniture and cabinets are offered by Home Hardware. They are available in either bright or antique finish.

Fair And Square

Orem Research has a Super Square, reportdly a complete redesign of the traditional ciupenter's framing and layout square.

The tool's unique pivot point and inner slot provide professionals hnd handymen with quick calculations.

Light weight, non-glare alumirium with fine-etched black gradations makes it easy to read.

The inner slot serves as a protractor, revealing slopes in inches-rise per foot-run as well as the degree of each slope. Another edge is divided into twelfths so measurements can easily be translated into feet without conversion. The square comes with a 32-p. carpentry guide.

Functional Furniture

American Forest Products will showcase its Design Line, a new ready-to-assemble modular furniture series, at the National Home Center Show in Dallas, Tx., February 27 to March 2.

Marketed as a totally new type of ready-to-assemble and finish furniture, the series is said to satisfy decorative and functional furniture needs with easy assembly, contemporary styling, soft edges and thickcut Western pine pieces.

Comprised of interchangeable, interlocking modular units, the series allows design flexibility in any room as consumers can add-on to selected units.

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For more information on New Products write Building Products Digest, 4500 Campus Dr., Suite 480, Newport Beach, Ca. 92660. Please mention issue date and page number so we can process your request faster! Many thanks!

More than a Window

Tired of treated lumber that cracks crooks, and twists, and end checks and splits, and is hard to saw, and splits again when you nail it?

THERE IS A BETTER TREATEDLUMBER... DURA.TREET II

It is a natural golden brown color and retains its easy working characteristics. That's because it doesn't need extreme drying temperatures before or after treating.

When marked with the Dura-Treet Ouality Mark it meets all AWPA, REA and Uniform Building Code requirements.

For'more information. call or write.

Jim Cooney Director of Marketing IDACON INC.

Plug lt Up

Hydro Stop, a formulation that stops leaks in concrete and masonry, is a product of Tamms Industries Co. Ideal for underwater work. it takes an initial set in 3 to 5 minutes but reportedly can be shaved and shaped for up to an hour after mixing.

It repairs disintegrated concrete in dams, piers, tanks, waterways, piling, abutments, water and sewer mains, catch basins, conduit and bridges.

It contains no calcium chloride and mixing requires only water to form a putty-like ball. It comes in various sized tubs and pails.

The Fisher Window Co. has built a wireless alarm security system into a specially designed solid vinyl replacement window. The Sontronic will sound a siren if an intruder or smoke is detected, turn on a lamp or radio if the window opens, dial the police and advise of an intrusion, or dial a central station where an operator receives a code signifying either intrusion. fire or medical alert.

10611 Harwin Drive Suite 400 Houston, Texas 77036

013l'988-9252 t\"ror,o^ooSt

Western Turnings & Stair Company

NEW! ..MARBLEINE'' STRUCTURAL COLUMNS

Genuine marble particles are combined with polymers and fiberglass and spun into colonial columns of true entasis taper. No splitting, rotting or termites ever! Stock sizes from 6" x I ft. to 12" x 16ft. Custom sizes and fluting also available.

Kitchen Cabinets

Four styles of cabinets are available in a ready-to-assemble line from Connor Cabinets. The company claims the advantages of the line are savings in freight costs due to compact f lat cartoning and minimum storage space. They are competitively priced and easy to transport in cash and carry sales for the d-i-y homeowner.

No Balk Caulk

Macklanburg-Duncan has a new siliconized acrylic latex caulk with a 25-year "no quibble" warranty.

ln four colors plus clear, it is packaged in a yellow tube with black graphics.

According to the manufacturer, the product if used as instructed will last for 25 years or the consumer will get another tube free.

Steel Appeal

A raised panel garage door by Windsor Door Co. provides the inherent strength, low maintenance and durability of steel, while offering the classic elegance of deeply embossed decorative panels.

Model 450 is available in both raised and raised-with-design styles. At a standard height of 7 ft., door widths range from 8 ft. to 18 ft. and the number of panels across the width range from 4 to 9.

The door features galvanized steel panels, tongue-and-groove waterproof joints between sections, steel ball bearing rollers and outside keyin-lock handles.

Builda Barn

The line of wooden yard storage barns in the kit form by Jer Manufacturing has been extended to six basic models with the introduction of a 6' wide barn for limited space locations.

With floor space of approximately 36 sq. ft., center headroom of 6'6" and a 6' x 3'door, the kit includes a pre-cut and numbered frame, trim and purlin members, door hinges, hasp and screws, nails and an illustrated step-by-step assembly instruction manual.

Dealers provide siding, roof panels and caulking compound. Average retail unit cost, dependent on the panel grade selected, is $159.

l{EW VISUAL packaging highlights Schlage Lock Co.'s 8100 and 8400 deadbolt lock series, which Jealures strong 1" lhrows and lrame reinforcers. The lransparent, tamperprool packaging can hang on existing shelf pegboard displays, spring action racks or free-standing corrugated display units.

Doorsof Steel

Porvene Roll-A-Door is manufacturing lightweight rolling steel home garage doors, which roll up above the garage door opening like a window shade with eight pounds of upward pressure. It requires 15" of room above the door opening for storage. The embossed texture with weather resistant paint creates a hardware exterior. The steel doors are said to make forced entry attempts unlikely.

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Comprehensive Adhesive

Rubber Caulk and Gutter Seal from Franklin Chemical Industries is a general purpose premium construction grade adhesive,/sealant. Weather resistant, the brown or white material reportedly seals against water, wind, dirt and dust, while adhering to wood, metal, masonry, glass and most building materials.

It's available in standard caulkine cartridges.

Fancy Storm Door

Allan Mfg. Co. has a line of security/storm doors designed for installation by either a builder or doit-yourselfer.

The doors are pre-hung and packaged in standard 36 in. x 80 in. and 32 in. by 80 in. openings. The I in. x 2 in. steel tubing frames decorated with aluminum castings are sandblasted and electrostatically sprayed with a black stain finish alkyd resin paint containing rust and salt spray inhibitors.

Two Shakes ln A Panel

Shakertown's double course shingle siding panel, Colonial II, comes in 8 ft. panels faced with genuine Western red cedar shingles.

By combining two Tin.courseson one panel, reportedly the application time is cut in half. The product is said to be a complete system, including matched galvanized nails and mitered corners which give the finished exterior a professional look when applied by a d-i-y.

Accent on Patriotism

Decorative American eagles from Grove Products, Inc. can add a nostalgic accent to homes. Molded from durable, high impact plastic, the eagles come in three wingspreads, 12 in., 17 in., and 20 in. They are equipped with mounting screws.

AStripTease

Designed to speed floor-covering removal and clean-up jobs usually done by hand, Universal Stripper, Inc.'s light weight product is equipped with fivesidedblades.The company claims the stripper can be used in narrow confined spaces and reduce labor cost by half.

Maple performs well in flooring, furniture

IIAPLE species in the United lUlStates are classed as either hard or soft. The hard or rock maple includes the sugar maple (Acer saccharum) and the black maple (,4. nigrum). Red maple (A. rubrum), silver maple (A. sacchorinum) and the Pacific or Western maple (,4. macrophyllum) are considered soft maple.

Hard maple is found in the eastern hardwood region of the United States and Canada including Appalachia. Red maple grows over almost all of the eastern half of the U.S., but is most commercially important along the Atlantic Coast from Southern Virginia through the Carolinas. Silver maple which is predominant in the Mississippi Valley is not as plentiful as the red maple. Pacific or Western maple is found in the northern portion of the Pacific Coast states.

The maple species differ little in appearance although the hard maple has five lobed leaves while the soft maple is usually three lobed. Both have dark gray bark with the hard maple being deeply furrowed with long irregular thick plates. The soft

maple has thin scaly plates separated by shallow fissures.

Hard maple is brown to light tan in heartwood, but white in sapwood. It weighs about 3.6 lbs. per bd. ft. at 890 moisture content. The wood is diffuse and porous with an indistinct grain pattern. Some have a bird's eye figure. At one time this figure was highly popular for use in bird's eye maple furniture.

Soft maple also has white sapwood although the heartwood is gray. It weighs about 3.2 lbs. per bd. ft. at 890 moisture content.

Maple dries well although slowly. It is moderately stable in use. Soft

Story at a Glance

Five species ol maple in U.S. all commercially uselul good properties ... importanl for f looring, f urniture.

maple is more easily worked, but lacks the strenglh and resistance to abrasion that hard maple has.

Hard maple is excellent for use as flooring in heavy traffic areas such as warehouses and factories as well as for dance floors, bowling alleys, squash courts and gymnasiums. Soft maple because it works easily and is less expensive than hard maple is used for furniture, kitchen cabinets and interior paneling. Boxes, crates, shipping containers, toys and household accessories also are made of soft maple.

Soft maple lumber often has very small worm holes. Grading designations of "WHAD" (worm holes a defect) and "WHND" (worm holes no defect) are used. The worms, of course, are eliminated in the kiln drying and manufacturing process. The worm holes and frequently accompanying mineral stains can add character to the wood, especially for paneling which is then known as wormy maple.

In addition to being used for lumber, the Acer Saccharum in the northernmost areas is famous for the products of its sap, maple syrup and maple sugar.

HOUSEWARES

(Continued from page 10)

put, in a single location and within a few days. Out ofthat suggestion has grown the world's largest singleindustry trade sho.w.

The first Exposition in January, 1939, had 266 exhibitors at the Palmer House in Chicago. Now each year nearly 15 times as many manufacturers, close to 4,000, participate, utilizing more than 2,(X)0,000 square feet of display space in the large exhibition complex McCormick'Place plus McCormick Place West, Chicago, Il. Total annual attendance exceeds 100,000 persons, including nearly 40,000 housewares buyers and merchandising executives along with more than 60,000 others concerned with the housewares industry, including salesmen, manufacturers' representatives, members of the press, suppliers and trade guests.

National Housewares Manufacturers Association was incorporated as a non-profit organization in 1938 for the stated purpose of providing buyers with the best possible in-

dustry exhibits, at the lowest feasi ble cost consistent with good management. That goal remains its prime objective today. In line with its non-profit policy, the NHMA has refunded a part of exhibit fees to exhibitors since the very first housewares show in 1939. To date, nearly $7 million has been refunded.

The NHMA also undertakes an annual rnarketing research study of housewares manufacturers to provide valid statistical data about the industry. It also publishes comprehensive surveys of housewares consumers' attitudes.

The association and the industry have entered a new chapter in their history with the addition of the word "internationd" to the title of the semi-annual exposition. This change, according to Ronald A. Fippinger, NHMA managing director, acknowledges the growing importance of worldwide trade in the housewares field. The Housewares Show dates will be shifted to a spring and fall pattern beginning in March and October of 1984 in response to changing marketing methods in the industry. The location remains the same.

U.S. Hardware Goes Abroad

A group of 28 manufacturers organized under the auspices of the American Hardware Manufacturers Association will exhibit their products at the Cologne International Hardware Trade Fair in Cologne, West Germany, March 9-12 in the AHMA USA Hardware Pavilion.

This is the first effort of a new Program being developed bY the export committee of the AHMA.

D-l-Y Market Conference

Exporting U.S. do-it-yourself products will be discussed by American and foreign experts at the International Home Center Marketing Conference, Feb. 26, at Dallas, Tx.

Preceding the 1983 National Home Center/Home Improvement Congress & Exposition, Feb. 27-March 2, at the Dallas Convention Center, events will include a session for foreign d-i-y retailers with leading U.S. retailers sharing their experiences. Ray Cooney, Pres. of Scotty's, Inc., a Florida home center chain, will be among those Participating.

Hardware I Housewares; '83

Merchandising tactics for hardware, housewares

GHOWING a customer how your lJmerchandise can enrich his life and stimulating his desire for it is an important part of merchandising. You may have the latest household items, craft materials, pet supplies, gardening equipment and plants, as well as lighting fixtures, mail boxes, door mats, home equipment and tools, but if your customers continue to think of your store only in terms of nuts and bolts, you are losing sales.

Emphasize one stop shopping for the home. Offer help for the d-i-y customer on repairs, home improvement, and decorating. Attract the gardener with pruning seminars and pest control sessions. Appeal to

wo,men with craft classes, cooking schools, gift wrapping, and a giit registry. Make your store essential to every resident in your communiry..

Guide and direct your customers with your arrangement of counters, gondolas, and displays. I-ead him and direct his attention to items you want him to see as well as those he wants to see. Devices such as broken lines, rectangles or different colon and arrow-suqgestinq triansles incorporated inid the- floori'ng can channel customers into various departments. The same is possible with ceiling designs and overhead displays. Showmanship can direct the customer's attention and stimulate impulse buying.

PLEASURABLE relaxation is suggested by this vignette bringing together merchandise from many sections. Wallpaper, floor covering, wainscotting, moulding, windows, furniture. pictures, lamps, access0ries, dishes, and olants are combined in the attractive settino which a customer can visualize and walnt to duolicate in his own home.

Coloful signing is necessary to identifu your departments or sections. If your communiry is bilin- gual, consider using pictures or symbols as well as lefters or adding a second language label.

Keep in mind the rules about eye level locations for merchandise. Put attractive displays above the customers heads and use the lower "stoop" areas for storage.

Dumpster units placed in the customer's path or at the cash register encourage impulse. buying. Tr1. for a dramattc l|ect by converting containers to seasonal decorations such as giant flower pots filled with garden items, or a chimney for Christmasrelated items. .l ftrate ship filted with picnic goods or a flowercart piled with artificial blooms are other ideas.

Promote the craft section bv showing how crafts can be used in the home. Display macrame plant hanger kits.with_hanging plants in the gardtn sectron. Heap storage units or baskets with colorful yarn or hemp. Locate stencil or decoupage kits near the unfinished furniture.

C0t0RFUt kitchen tools have instant sales appeal in this still life arrangement on butcherblock. Almost every woman will want them for her own cooking center.

Group related items to suggest add-on sales. Put the remote contol electrical systen s near the lamps, coffee pots, porch and post lights.

Set up an end cap with remedies for drafts such as window sealing kits, weatherstripping, storm windows, storm doors, plastic sheeting, air deflectors. Include on the signing facts and figures emphasizing rhe rmponance oI energy savtng.

Utilize the unusual with a stand of packing crates filled with excelsior to show off the bright colored dinnerware in your household section.

Unfold a few ladders to make vignettes with hanging baskets, light fixtures, or other above-the-head merchandise. Use another ladder m two as a display rack for small household items or tools.

Create visual excitement with spashes of color by grouping colored items such as extension cords together. Consider package colors in displaying merchandis e.

600 a word, min. 25 words (25 words : $15). Phone number counts as one word. Address counts as six words. Headlines and centered copy ea. line: $4. Box numbers and special borders: $4 ea. Col. inch rate: $40. Names of advertisers using a box number .unnot b. released. Address all replies to box number shown in ad in care of Building products Digest, 45lX) Campus Dr., Suite 4t0, Newport Beach, c4.92660. Make checks payable to dutler publishing, Inc. Mail copy to above address or call (714) 549-8393.

beadline for copy is the l5th of the month. PAYMENT MUsr AccoMPANY coPY.

*lttilfittfili:i:it:i:iiitrffifi:.{,t:'il'.:l:iJ::J:itli:fi:iii',1::fi:li',t:tli:,1t:lli!liqii:is..,.i}.iiii

END AND EDGE damage and slight imperfections in 3mm and 3.6mm 4x8 imported plywood. Slight imperfections with no broken panels or prefinished seconds and excellent for many industrial usages. Available from stock in New Orleans and Charleston, S.C. Call: Russell Stadelman & Co., P.O. Box 17030, Memphis, Tn. 381l7 (800) 238-6195.

EXCESS WOODWORKING machinery for sale or trade. Kval automatic door machine. Kval interior nail-up machine. Bevelor, 2 Newman planers, I Madison moulder, I Yates American 54 inch resaw, cutoff saws, radial arm saws, lumber trucks and forklifts and much more. Call Agate Sales (916) 272-3451. Ask for Randy.

HARDWOOD INT'ORMATION

REPRINTS of hardwood articles from The Merchant Magazine. Excellent for reference or training. Domestic Hardwoods, $10; Southeast Asian Hardwoods, $5; South American Hardwoods, $4; all three, $16' Send your check today including name and address to Hardwood Reprints c/o The Merchant Magazine, 4500 Campus Dr., suite 480, Newport Beach, Ca. 92660.

12 INCH moulder. Call Agate Sales (916) 272-3451. Ask for Randy.

WE DON'T pay much, but we'll pay cash for closmuts. odd lots, seconds, etc., of any kind of building materials. Call The Friendly Junkman in Jacksonville, Fl. (904) 384-9986.

Building Products Digest takes your advertising message to retailers and wholesalers in the l3 Southern states: Texas, Oklahoma, Arkansas, Louisiana, Mississippi, Alabama, Florida, Georgia, Virginia, South Carolina, North Carolina, Kentucky, Tennessee.

NEWLITERATURE

Wlre Ad Money

For a free copy of the 1983 co-op allowance, complete with ad slicks and radio copy, write Janice N. Lee, Phifer Wire Products, Inc., P.O. Box 17fi), Tuscaloosa, Al. 35,103.

off the wallcodes

A free copy of the National Electrical Code wall chart is available from Halo Lighting, 4{X) Busse Rd., Elk Grove Village, Il.6m7.

Fold the Door!

A 4-color catalog on Spacesaver wood folding doors and partitions is free from Wood Specialty Products, 23fi) West 60th St., Mountlake Terrace, Wa. 98(X3.

Heat Control

A free publication on non-electric thermostatic heating controls and accessories for solid fuel boilers is available by requesting bulletin SFHC982 from Ammark Corp., 12-22 River Road, Fair Lawn, N.J.07410.

Hit the Showers!

A free color brochure on towel warmers is from Myson, Inc., P.O. Box 5025, Embrey Industrial Park, Falmouth, Ya.224O3.

Lattice Work Together

For the 32-p. booklet, "How To Work With Lattice," send 75c to the Wood Moulding and Millwork Producers Association, Dept. HP, P.O. Box 25378, Portland, Or.97225.

Pipe Dreams

A revised edition of the 48-p. "Handbook of Steel Pipe" is free from the Committee of Steel Pipe Producers, American Iron and Steel Institute, 1000 l6th St., N.W., Washington, D.C., 20036.

Solar Heat Sale

How to Reduce Your Heot B//s, $9 plus $l postage and handling, or the Texxor Heat Cell demonstration 'kit with

book, temperature indicator and instructions, $18 plus $2 postage and handling, from Texxor Corp., 9910 N. 48th St., Omaha, Ne.68152.

Waterproof Stain

A free brochure on waterproofing stains for wood or masonry is from Chemstop Mfg. & Sales Corp .,1222 Ardmore Ave., Itasca, Il. 60143.

FOR PROMPT SERVICE

on all New Literature stories write directly to the name and address shown in each item. Please mention that you saw it in Building Producb Digesl, Many thanks!

Trendy Future

Future Trends, a report on the wholesale distribution industry by DREF, is $25 for members, $37.50 for members of DREF Assns., and l09o less for three or more copies from the National Association of WholesalerDistributors, Department Ff, 1725 K St., N.W., Washington D.C., Z)006.

Solid Wood Paneling

A free color brochure for the do-ityourselfer on how to install solid wood interior paneling is from P & M Cedar Products, P.O. Box 7349, Stockton, Ca.95?.U7.

Free Filler

A sample of Flo-Joint, a sealant for concrete and asphalt, and a maintenance catalog are free from Randustrial Corp., l33l l-NR Union Ave., Cleveland, oh.4120.

Tax Credit Doors

Information on the Simpson WeatherBeater doors, which are certified for the Residential Energy Tax Credit, is available free from Simpson Timber Company, Development Center, P.O. Box 566, Redmond, Wa. 98052.

Aluminum Wlndows

"The Insulated Single-Hung Window," a free brochure that dccrib€s more than 8fl) aluminum windows for new construction and rehabilitation projecls, is free from Capitol Windows, I176 I l3th Street, Grand Prairie, Tx. 75050.

Woodworkirg Tools

The Woodworking Machinery Manufacturers of America have a 2EGp. buyer's guide and directory free. Write to 1900 Arch St., Philadelphia, Pa. t9103.

The Cedar Look

A free zl-p. bookla on non-residential cedar uses is available from the Western Red Cedar Lumber Assn., Dept. 666, Yeon Building, Portland, Or.972M.

Bathroom Fixtures

A full color, 32-p. catalog of bathroom hardware and fixtures is free from Tubular Specialties Mfg., tnc., l3Oll S. Spring St., Los Angelcs, Ca. fibl.

Shingle and Shake Like Kate

Eight-foot Western red cedar shake and shingle pa.nels are presented in a free l2-p. brochure from Shakertown C.orp., P.O. Box 4(D, Winlock, Wa. 98596.

trletrlc Shlngles

Reroofing With Maric Shizgles, is free from the Asphalt Roofing Manufacturcs Association, 18(X) Massachusctts Ave., N.W., Washington, D.C. 2m36.

Buildings Avallable

An illustrated brochure on preengineered buildings is free from Jim Watkins, Butler Mfg. Co., Buildings Div., P.O. Box 917, Kansas City, Mo. 64141.

Hardwood Flooring Standards

Copies of the new American Nuional Standard for Laminated Hardwood Flooring are $1.25 each from Hardwood Plywood Manufacturers Assn., P.O. Box 27 89, Reston, Y a. 220X).

0l{E HUNDRED home centers in Florida now carry the name Scotty's with lhe opening of the Greenacres City retail store. Ray Cooney (back to camera), president of Scotty's Inc., presided at the op€ning which was attended by James 0uigley, mayor of Greenacres City, Vince Whibbs, mayor of Pensacola, and Dennis Wardlow, mayor of Key Wesl, symbolizing the firm's complete statewide coverage.

Overdue Accounts Devaluate

Past due accounts are money losers. These estimates show what they are really worth.

WIN A DODGE 4OO

You can speed up collections by processing high dollar invoices first; billing each shipmen! pressing for progress payments on long term projects; timing billing to match customer's pay dates; charge interest on past due accounts; increase use of dunning letters and phone calls.

America's new personal driving machine seats gix and features front-wheel drive, a refined suspension, rack-anclpinion steering, a 2.2 liler overhead cam engine and more to make it a real driver's car.

uses Lock-Deck from Potlatch Corp. to dramatize a massive cathedral ceiling. The laminated wood product requires n0 linishing although semi-transparent stains can be applied. A factory-applied acrylic linish is available in a variety of colors. Lock-Deck is manulactured at Lewiston, ld., and Warren, Ar.

CUST0M H0ME design

LETTERS

RIGHT ON TARGET

The editorial in Building Products Digest's Southern Pine Special Issue, Jan. 1983, is a terrific editorid and "hits the nail on the head" as, unfortunately, trade association memberships are one of the first expenses eliminated by most managers when "times get bad."

Fortunately, although we have lost a number of memberships during the past three years, we have continued to add enough new memberships to "stay in the black." It hasn't been easv.

Stan Owens Executive Vice President Tennessee Building Material Association Nashville, Tn.

POSITIVE TRACK RECORD

Thank you for your editorial comments.

I would agree with everything you say and most of all find of special interest these excerpts from your comments "The Associations have a positive track record of achievements for their members that span a broad range of activities" and "to our eyes they have more than proven their worth."

These words are very much appreciated by all of us who as dealers and officers in our various Associations try very hard to guide the Associations in a direction that is productive and positive and its results are of benefits and of value to our fellow dealers.

I know you are sincere in your editorial and could be doing many dealers a favor and a service by reminding them to lean on their state or regional association or "national" for assistance in toueh times.

Bud Howe President National Lumber and Building Material Dealers Association Washington, D.C.

that our retail members have reported in a recent survey of business conditions we conducted that, although general business conditions could be better, most are making a profit and project a positive year for 1983.

We are also pleased to report to you that over 90 retail yards and 30 associates were added to our membership rolls last year. This positive acceptance of the Association's progr:rms and activities is particularly significant this year when you consider that membership in most organizations is dwindling. This kind of support from all 1,350 retail members and 250 associate members enables us to provide each member with the "ammunition" to keep up with and ahead of the times-to help members meet, to sell, and to service today's changing markets.

Your remarks regarding active participation also hit the nail on the head since, as a voluntary trade organization, MLA is run only by and for its members; therefore we depend upon all our members to contribute their ideas and abilities whenever possible to achieve our goals and objectives.

1983 is going to be a dynamic year and it's nice to know our industry has good friends, like yourself, telling the lumberman story.

Joe P. Kaufman

Kaufman Lumber Co. Little Rock. Ar.

Tom Ruffin, Ruffin & Payne, Inc., Richmond, Va., died in that city on Jan. 5 after a long illness. He was 82. President of the Virginia Building Materials Association in 1964, he had continuously served as treasurer of the association since that time. Mr. Ruffin is survived by his widow, Evelyn, and one daughter.

THE ASS(rcIATION STORY

Your January editorial comes as a pleasant and welcome surprise. As president of the Mid-America Lumbermens Association, we appreciate your efforts in telling the association story.

It may be of interest to you to know

DIGEST WIDELY SEEN

If possible, I would like a complimentary subscription to your magazine. I have seen it in many locations that I travel and have found it interesting, informative and useful in my work.

My position with Koppers Co. is a market development representative for approximately 25 Wolman treating plants in the South.

Thank you for your consideration in this matter.

Stokely Wischmeier

Jackson, Ms.

Our circulation policy is to send Building Products Digest free each month to the retailen, wholesalen, distributors and jobbers of wood products ond building supplies in the I 3 Southern stotes, but since you were nice enough to write to us, we'll make an exception and see thst you receive the mogazine free for the next year,-ed.

We welcome letlers to the editor. They should be mailed with address and phone number to Building Products Digest, 4500 Campus Dr., Suite 480, Newport Beach, Ca. 92660. We reserve the right to edit for length and clarity-ed.

Auditing Your Advertising Gan Save You Lots 0f Bottom Line Dollars and Produce More Gustomers

If you're satisfied with the look, and the results of your advertising . . if you're satisfied with the amount of time and method in which you produce your advertising then don't bother to read any further. But, ifyour ads appear tired and your traffic count is down, and the guy that prepares the ad is constantly complaining he doesn't get the right information from the guy who buys the merchandise, and the newspaper is slll/ making errors, and you don't have the right product illustration when you need it, and you never seem to collect all the co-op dollars that you've accrued then read on!

I love retail advertising. I've been involved in it throughout my business life. My early training along Madison Avenue was servicing major retailers. I was also the advertising .director of Masters, Inc., the first giant discount store. As Executive Vice President of Group Promotions, Incorporated, I worked with 32 different retail clients. For 13 years I was the Director of Sales Promotion for Forest City in Cleveland and since 1973 I've been helping large and small Home Centers revamp their advertising procedures. So, I bring a lot of Home Center merchandising and advertising know-how with me when I visit with you and review your advertising. Together, here's what we'll audit:

o The compatibility of your advertising "look" with your showroom "look,t'

o The role of the merchandiser (buyer) and advertising.

o Advertising function as it relates to your long range plans.

Communication-letting everyone prepare for the advertising results-(The sign maker, the store manager, the department manager, receiving, the sales personnel).

Measuring the results of your advertising.

o Allocating the proper merchandise mix in your ads.

o Appealing to the casual do-ityourselfer, the dedicated DIY'er and the professional.

I The effectiveness of electronic and other media in your market.

o The sales potential for tabloids and booklets.

a How to make an advertising checklist work.

o Effective total saturation without overkill.

o Soliciting and administrating cooperative advertising funds.

o Public relations and publicity as a function of advertising.

o The advertising bookkeeping procedures.

o The inability of utilizing in-house ad making and/or signing equipment.

o The direct and collateral responsibilities of the advertising personnel.

o The advertising job description and skill requirements.

o Advertising production resources.

o Overlap of responsibilities.

o Advertising personnel in-store responsibilities.

o Provisions for last minute ad ' changes.

a Institutionalizing the copy.

o Making the product's value come through the newsprint.

o Selling "benefits" highlighting "features. "

o Using color effectively.

o Attracting women shoppers. Does it seem like a lot to cover in a one day visit? Well it is. We'll both be exhausted by the end of the day. I know because I've been through it so many times before,

Your Job Will Just Begin

Within a week after my visit you'll get a copy of my notes. My job will be over . . . but maybe yours will just begin.

"Let me review your advertising"

Through my experiences, I'll be able to demonstrate how to make your advertising functions run more smoothly, be more cost effective, and more sales productive. But it's you who will have to implement the programs that we both agree are necessary. I guess I mean this as kind of a warning. Iolr responsibility doesn't end when you call me to come visit your operation. lt really begins when I leave.

Home Center retailers are allocating approximately 290 of the gross sales for advertising. That's a lot of bucks that come off your bottom line. If they're not working hard for you, you're losing the most effective force you have to incre.rse your traffic and your penetration in the market. Find out now if you're really maximizing the benefits from your advertising.

Phone me today and let's set an appointment for your Advertising Audit. The fee is only $900 plus travel for the audit and report. You'll probably recover that amount in production economies and co-op rebates after the first month.

Call now -