Osmose Goes Hollywood

T HE electronic revolution that has touched the per- I sonal and business lives of us all continues to spread.

From the smallest dealers and wholesalers to the largest manufacturers, tapes and videos have joined the traditional print medium as methods to move the merchandise.

It was the giants that made the first moves. GeorgiaPacific, for example, for several years has had complete television and electronic production facilities to enhance their communication efforts.

The trend is spreading rapidly. The Osmose company, one of the big three chemical suppliers to the treated wood industry, has jumped in with both feet. In the past 14 months, they have created computer software that designs decks; purchased a nationally broadcast televison show and a nationally circulated garden magazine, and acquired a complete production studio capable of creating television and radio spots and broadcasts of the highest professional quality.

While chemical sales remain the primary business of the Griffin, Ga., wood preserving division of Osmose, they're serious when they say, "Osmose is not just a chemical supplier any more."

The rationale behind the moves is to allow the company to provide advertising, marketing and training services for its licensees and customers. With its new facilities, Osmose can produce both television and radio commercials as well as either video or audio tapes for sales and training.

Remarkably, all this creativity is done with in-house personnel. The radio and tv spots, for instance, are the work of creative director Mike Dyche and Pat Simpson, manager of publicity and promotions.

The two do it all, from brainstorming the copy and concept for tv and radio commercials through performing and production. Dyche is a talented guitarist who can either supply the music himself or manipulate the electronic circuit boards that create from one to one hundred musical sounds. Simpson, like Dyche, can portray various characters for the commercials and both do a wide variety of voice impressions ranging from pure country to polished establishment voices. Simpson has a varied show business background and brings a professionalism that makes their efforts first rate.

Earlier this year at the National Home Center Show, Osmose unveiled its Backyard Designer series. A sophisticated software package that currently designs backyard decks in amazing detail and with remarkable ease, it is projected to be expanded to design and layout virtually any backyard structure from benches to gazebos to trellises, you name it.

The design package was installed at its first location last month, the four unit Courtesy Home Center chain in Chicago, Il. The system operates on a Maclntosh PC and can be leased from Osmose for a monthly charge.

With the acquisition of the Tel-A-Cast Group, Osmose took a big step into the world of television. With the company, they also acquired the tv show America's Weekend Gardner, now named Backyard America. The focus ofthe program has been broadened to include not only gardening, but practical information on landscaping, backyard projects and other d-i-y activities. The tie-in to the Osmose line is a natural.

Nearly ten years old, the show is seen coast-to-coast by over a million viewers in some 30,000 cities and towns. Backyard America is hosted by Jim Bennett, who also is the publisher of Osmose's Weekend Gardener magazine. He is assisted on the air by the versatile Pat Simpson, who also builds the projects seen on the program.

The lVeekend Gardener, published from Criffin, Georgia, headquarters, was' begun eight years ago in response to viewers of the tv show. It appears every other month and now boasts a circulation of more than 40,000. The magazine covers not only gardening, but information on decks, patios, walkways, fences and other d-i-y projects. Again, a natural for the folks at Osmose.

The action the Osmose company has taken to aggressively market and merchandise their products has been impressive. Blessed with in-house talent and committed to utilizing the electronic and print media, they have demonstrated what can be done by a firm ready to use every tool available to assist its customers and position itself in the marketplace.

Story at a Glance

A major supplier to the pressure treated wood industry is using radio, television and print to get its message to market and provide sales and training support to its licensees and their customers.

DG Mouldings, Marion, Va., has been purchased by tl.K. conglonrerate Marla)'/'j/-(' (see p. 38 for story).

H&'hingcr plans a new store in Leesburg, Va. IJurldcrs .Squarc expects to renrodel 53 stores this year and open l8 ncw locations in l99l . Wickt's Lttmhcr ('o. is centralizing. nroving Allentown, Pa.. and Indianapolis. In.. olTices to Vernon llills, ll.. tlq.

llonrc l)ayl will expand its White Settlement, l'x., store by 20,000 sq. li.: a Dapotat Palntetto Lakes ('enter near West Palnr Ileach. lrl., is set to open May r99l ...

Lou,t,'s which will relocate or renrodel 22 existing stores this year has completed units in Savannah, (ia., North Wilkesboro and l)urham N.('., Cleveland and Clarkesville. Tn.. and ["lattiesburg, Ms.. new stores are being built in Charlotte, N.C., Woodbridge, Va., and Lafayette, La....

Craig's Do-lt Cenrcr will be opened in Warsaw, Ky., by l)uper and Kevin ('raig . Wel Buildirtg Materials. Atlanta, (ia., has closed stores in l)ecatur, (ia.; Montgomery, Al.; Panama City and Tanrpa, lil., and New Orleans. La.. in a nrarket consolidation

LaGrange Luntbt'r (-o., La(irange, Ky., sold its building and moved to new quarters across the street . Williams Bros. Lumbcr Co., recently acquired by Jerry Johnson and Sonny Calhoun. will relocate Hq. to Duluth, Ga.

A Honrc Quarters warehouse store under construction in Colurnbus, Ca., is due to open this fall; a grand opening was held for a new Gastonia, Va., unit and additional stores are planned for the Louisville, Ky., and Mentphis, Tn., areas

.*ittt' Luntber ('o., Sulphur, l-a., hacl a chanrpagne celebration to mark the arrival of the first load of'lunrbcr produced by the new Tanplc-lnlarrri sawnrill in l]eauregard Parish, La.

Iiugla l-nttbcr. I)allas, J'x., acquired nine [)ianrond Lumber yards in New l:ngland for $17 million .. Day'5 Distourtt luntber, harclware and building nraterial supply store opened in l)enhanr Springs, La. . . Roanl l:'ct't, lnc., llouston. l-x., has closeci . .

Rlx'ers llardu,are and Lumber Co., llig Stone Gap, Va., was destroyed in a predawn fire Co/ar Bnttlters, l)ecatur, Ga.. held a do-it-yourself lair flotnc Deport /rrr'. opened a tv studio at Atlanta, Ga., Hq. capable of two-way audio and one-way video broadcasts to its 122 locations...

A Palnr Springs, l;1.. I'lomt'De/o/ was closed for three hours after inspectors found nrore than 50 code violations, fire investigators reported attack dogs at 84 l-urnber ('o., Pompano Beach, Irl., were set loose by a vandal who cut the fence

C'ra/imade Intentational Inc., Grand Prairie, Tx., is acquiring D.M.I Products,lrc'.. Fort Worth. Tx....

Columbus Lumber Co.. Brookhaven, Ms., plans to start the first phase of a four phase major expansion next year. . . Duke Forest Praducls. Cordova, Tn., has been acquired by Southern States Building Materials. Memphis, Tn.,..

Bulldlng Productr Dlgcrt

I-ouisru ttu - Pat'il'it', Port land, Or., is acquiring MiTck llood Produt'ts, /ru'., Wilmington, N.C., and Miami, 1"1.. MW Manu.l'odurcrs, lnc.. Rocky Mount, Va., has acquired BiltBest Winr/onls, Ste. (ienevieve, Mo. . .

Mannington Wood Floors installed a new finishing line at its High Point. N.C., manufacturing facility NoviAmcrit'an is moving l{q. and mfg. facilities to Atlanta, (ia., lionr Novi, Mi.

('etn(ron Wholesole has opened its l6th unit, in Odessa, Tx., Steve lloover, mgr.

Untlcrw,riters Lahoretorics Inc. has established a new product testing program to cover residential security devices ... DIY Re' .saurclr lnslitutt' has changed its name to the lTomc lmprovt'ment Rcscurt'lt ltt.stittttt'

W(.vcrltaettst'r ('o. and Low'e's, I)othan. Al., cooperated to contribute a truck load of plywood decking to llood victims in Elba, A1....

The Nattonal f'orest Products Association has established a toll free hotline, l-800-543-0328, to provicle bar coding information to retailers and wholesalers finirl Interim Standards and Guidelincs for management of the red cockaded woodpecker released in the south by the Forest Service will renrain effective until August l99l with timber sale losses for 1990 estimated at 55 nrillion b.f. with 25 million b.f. reductions annually thereafter lmpcrial Lumber's sale lo MidFlorida Lutnber Acquisitions, Bartow. Fl., has been approved by a Tampa, Fl., bankruptcy court .

Cedar slruke & shingle production was up l0.2oh for the first five months of 1990 .

Housing starts dropped I .40lo to the lowest level since Oct. 1982 in May (latest figs.), an annually adjusted rate of 1,207,000 units . . single family home starts were off l%; multi-family, 2.5% building permits: slipped 4.60/0.

For r llrnltrd llm. only, mantlon thla rd rnd rrcdvr your llnl order

FBEIGHT FREE (ordrn ornr3!fi).fil).

921 lrwrencc Rd.. Kcmah. Tr 77555