Radio ads pit southern pine against steel studs; marketing plan targets Western sales

Four new radio commercials promoting lumber's traditional leadenhip in construction ftaming as a response to the steel industry's media blitz on metal wall studs were unveiled at the Southern Forest Products Association's annual meeting.

Those attending the Oct. 15-18 session in Savann ah, Ga., were briefed on Vision

2000, a new five-year marketing plan hammered out during 3,000 hours and 14 months of planning.

A 15 member select panel chaired by Clayton Barns, Willamette Industries, reviewed past strategies, listened to experts discuss timber availability, quality, environmental issues, com- petititon from substitute building materials and the Soutb's role in filling the nation's softwood lumber needs. Building on this infonnation, the panel shaped five specific strategies destined to carry southern pine into the next century. Viewing the South as the leading provider of the nation's softwood lumber needs, the agenda is based on a projection of 15 billion board feet of production annually during 1995-99.

Vision 2000 will promote valueadded products such as specialty grades for furniture and millwork, structural grades for ftusses and engineered wood products and industrial products for packaging, transportation and marine applications. It also will defend tmditiond southern pine markets against increasing competition from non-wood products such as steel, concrete and plastic, applying the industry's environmental position on wetlands, endangered species and private property rights more effectively and emphasizing wood is the only renewable building material with over six million trees planted each day.

A regional marketing manager will be added in the Westem United States as southern yellow pine moves to position itself as a national species. Lumber promotion programs will focus on four distinct market sectors: preservative treated products, engineered and framing applications, industrial end uses and exports.

Final steo of

Council a new name - Southern Pine Council - with a new logo.

"Vision 2000 not only foresees but makes plans for helping protect and increase our timber resource. It takes steps to maintain strong and steady demand for southern pine lumber even if the economic road gets bumpy," said Karl W. Lindberg, SFPA president.

Institute ing at Rancho Bernardo Inn, San Diego, Ca., Sept.

(1) Diane & Dave Ackerman, Frank Robertson. (2) Dick Russell, 1993-94 AWPI chairman, presents President's Cup for oulstanding ser vice to Jim Batchelder. (3) Mike Reimer, speaker Lou Guzzo, Huck DeVenzio. (4) Clyde Norton,

.CSI's UltraWood

.Deck Kits

.Fence Posts

.Foundation Piles

.Utility Poles

.BarnPoles-8Ft&un

0iamond, Richard

APA Okays Engineered Wood Emphasis, New Name

Thomas J. Smrekar, group vice president, wood products, Potlatch Corp., was elected chairman of the board of trustees of APA - The Engineered Wood Association and its affiliated organi-

Zation

Engineered

Wood Research Foundation, during the 58th an- nual meeting

Oct. 9-11 in San Antonio, Tx. others elected include James E. Allen, Union Camp, Chapman, Al., vice chairman; and regional trustees Duane H. Peters, Champion International, Camden, Tx.; Alex R. Aitken, International Paper Co., Dallas, Tx., and Dominic Gammiero, Norbord Industries, Toronto, Ontario.

At-large trustees: Allen Ainsworth, Ainsworth Lumber, 100 Mile House, B.C.; C. Steven Clark, Riverwood International, West Monroe, La.; Donald R. Deardorff, Fourply, Grants Pass, Or.; James Eisses, Louisiana-

Pacific, Hayden Lake, Id.; Charles P. Grenier, Plum Creek, Columbia Falls, Mt.; James E. Sterrett, Boise Cascade, Boise, Id.; Horst Sturmlinger, J. M. Huber, Charlotte, N.C.; Jack C. Sweeny, Temple-Inland Forest Products, Diboll, Tx., and hoyd Vike, Willamette Industries, Albany, Or. Outgoing chairman Dennis A. Spencer, Stone Forest Industries, Medford, Or., told those attending Oe rapid emergence of engineered wood products compares with the most important milestones in the history of the wood producB industry. "We are poised on the edge of a promising new era for our industry, one we will look back upon in a few years as among the most pivotal in our history."

APA's recently broadened scope to include engineered wood products was formally ratified with approval of articles of incorporation and bylaw amendments. The name was officially changed from American Plywood Association !o APA - The Engineered Wood Association.

Nearly 500 attended the meeting which also featured the second annual APA Info Fair product and services exhibition.

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EDEDWOOD and cedar decks, l\gazebos and lattice are traditional, but retailers relying on a traditional lumberyard approach of selling lumber may be missing out.

Inspired by unique designs in home magazines, homeowners are looking for outdoor drama as well as beauty and durability. Cost considerations and limited experience compound the challenge they offer when you ask, "What's your project?"

Be ready to help with project plans (available from manufacturers and associations), how-to advice, clinics and kits to produce what they want with little skill. Arbor, fencing and wood grill designs such as those pictured come with all components, including hardware and instructions. Offering a decorative statement without the expense of cuslom fabrication, the clear or select tight-knot red cedar designs can be stained or painted. Redwood also is available.

Kiln dried redwood forms the custom designed deck shown. Note how the railing has been curved with thick posts bolted to the perimeter. While you probably won't recommend this as a do-it-yourself project" you should be aware of the design possibilities.

o Culvert pipe

Slotted, Solid. or Septic-Leoch Bed Styles

Droin Pipe4" or 6"

Sold In l0 ft. lengths or rolls

Cufvert Pipe8" to 24"

Comes in 20 ft. lengths

Daytona Beach Stores Square Off

With Builders Square moving into a replacement store twice the size of its original location, the fight with Home Depot for dominance in Daytona Beach, Fl., began.

Statisticaly, Builden Square could be the champ, offisially measuring 110,000 sq. ft. plus a 48,000 sq. ft. garden center compared to Home Depot's 100,000 sq. ft. plus a 28,000 sq. ft. garden area. Builders Square has 225 employees, Home Depoq 158.

Both stores gleam with spocial merchandising feaures.

Builders Square has a 6,000 sq. ft- Idea Crnter with dssigD consultants, eight specialized information counters, an interactive computer kiosk and try-it-younelf displays.

Home Depot has a house plant area modeled after Ernopean nurseries, a special orders deslq a design oenter, an expanded lumber section with a rnillsrg(t oent€r, power tool and hardware displays and a new lighting @nt€r.

Both stores claim 35,000 different items in stock, offer weekend demos and match each o0er's prices. Home Depot manager Michael R. Beltran is onfident his store will continue to prosper. Builders Squre manager Robert E. Barden says, "The custmer can't lose."

Patent Approved For Deck Board

Reportedly marking the frst time a patent has been granted for a decking p'rofile in over 100 years, fre U.S. Trademark and Patent Office bas approved a omprebsive utility patent for Rm Nystrom's water-shedding dock bou( Supre,me Decking.

The 17-yer utility patent legally grants the [,orton, Va, based inventor ownership of the Supreme Decking runufacuring concept, which involves reinilling standrd 2x6 boards with a subtle curved top to drain water and belp minimize warping. The process trims away most of the splintered edges typically fomd on ordinary boards, resulting in a smoother, straighter board. In addition, special relief cuts along the botrom of each boad allow tbe wood to adjust to humidity and temperature extremes.

Nystrom licenses manufacturers o produce Supreme Decking, but several otbers have illegally copied the idea, he said. The patent enables him to se€k &rm2ges and royalties from infringement cases.

Madison Wood Preservers, Madison, Va., which produces similar NatureDeck decking products, has filed a protest with the patent office, arguing that a patent was gnmted fa a similar wat€r-shedding floo board h 189. Patents were issued for kerfs or marks on Oe backs of boards in the 1870s. To qualify for a patent, m item mus be sufficiently different from previous inventions. Madison president Bill Price also asserts that while Supreme Decking has received a notice of allowance fq the patent, an actual palent has not yet been issued.

Lowe's Adds Home Office Electronics To Stores

Lowe's is adding a complete line of home office electronics and accessories to its stores.

Superstores now sell computers, printers, software and upgrade packages as well as word processors, typewriters, electronic organizers, calculators, modems, fax machines and a complete assorfirent of office staples.

stores with sales floors larger than 80,000 sq. ft. are being remerchandised with SOHO (Small Office Home Office) products.

"This program reflects Lowe's overall commitrnent, to be the destination home center for the '90s consumer," senior vice president Cliff Oxford said.

231,000 Students Will See Educational Video

With recent funding by the Ameri- vantages. can Wood Preservers Institute for the It is estimated that more than distribution of 5,000 additional video 231,000 students a year will see the packages, Preserving Our Forests filn introduced last spring to an initial should be seen in about half of the na- 2,500 high schools nationwide. Twotion'shigh schools. thirds of the teachers evaluating the

Hosted by Bert Jones, fonner NFL tape and its companion teacher's Pro-Bowl quarterback and now part- guide have rated the program as good owner of a Ruston, La., wood treating or excellent' plant, the 7-minute VHS video ex- A treating industry speaker's plains how treated wood is all around bureau being formed will use the in decks, fences, docks, bridges and video as a main component in each playgrounds, details its proven track presentation, according to Jeff record dating back more than 100 Easterling, Southem Forest Products years, demonstrates the basic reating Association. The Southern Pine process and notes environmental ad- Council, which headed production of the package, is encouraging individuals and companies to sponsor showings of the film to local civic groups as well as high school classes. Copies are available from SFPA.

A NATIONAL EVALUATION REPORT (NER-457)has been issued by the National Evaluation Service of the Council of American Building Officials to confirm that PYRO-GUARD Fire RetardantTreated Lumber and Plywood meets requirements of the BOCA, UBC, and SBCCI model building codes.

PYRO-GUARD is the FIRSTFiTe RetardantTreated Wood with: t Third Party Kiln Monitoring in addition to U.L. Follow-up service

. FBT labor and materials replacement cost warranty t Code Compliance Report with evaluation of elevated temperature strength testing for roof applications t High temperature strength fesf resulls t NewYork State SmokeToxicity fesf resulfs

Cabinet Sales lncrease

11.2o/o

Kitchen cabinet sales rose 11.27o in 1993, according to the Kitchen Cabinet Manufacturers Association. Stock cabinet sales were up l2.3%o, cus[om cabinet sales 67o.

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Buildiry llaterhls

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LOWES 150,000 sq. fr. drs supergore opening in l,lottt Raleigh, N.C., Seot. 15: N.C. secraarv of sta[b Rufts Edmbten wih cersnonial sas Loie's rcgkrnalv.p. Frank Beam far l€fr. Localhigh sdtool battd Phyed as oan of go speiial opearances, demomba[iom, how'lo dinics ild priie giveawayb compiiing wilh a Home Depot grand openiry a few Hocls away. The n€w locaibn hdudes home fchim and decor, a lann and sadei center wilh hol houss, haldwan, buiHitp matodab, loob and l-owr's lal€st offedng, home offioe poduds ittdttdittg comPde6.

U.SJGanadian Distributors To Join

National B uildin g M aterial Dis tributors Association will merge with the Canadian National Building Malerial Distributors Association Jan. I under the nane North American Building Material Disribution Association.

NBMDA approved the merger at its 43rd annual meeting, convention and conference OcL 16-18 at the Hilton, Las Vegas, Nv.

Gary kmar( ceo, Flagg Inc., Fairfield,

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Oh., will be f995 p'residenr Jim Weir continues as executive director. The group will retain the NBMDA acronym, incorpmating it into a new logo.

Temple-lnland Donates Texas Land

Temple-Inland Forest Products Corp., Diboll, Tx., has donated 380.15 acres in Hardin County, vdued at $l million, to the Naure Conservancy of Texas.

Management and harvest of pine will continue in accordance with a plan jointly developed by the donor and the recipient. The gift complements the Roy E. Larsen Sandyland Sarrctuary, a2,275 acre longleaf pine preserve. It was a gift to TNCT from Temple-Inland in 1977.

Forest Employment Tops List

A study by Dr.Con Schallau, American Faest & Paper Association chief economist, found the forest industry is one of the top five employers in the Southern Appahcnian Region encompassing North and South Carolina Virginia Tennessee and Georgia.