Management conference studies changing market

A \ ()LD saying has it that wisdom is fa wlral rt.sults when sensible questionitrg replact:s unfounded assumptions. There was a great deal of sensible questioning, probing, analyzing, weighing and evaluating of business forces by members o{ the Lunrber Association o{ Southern Cali{ornia at their recent 1'lanagement Con{erence.

Major marketing changes at both the retail and wholesale level are coming, many felt, though few were brash enough to be pinned down to specifics.

The uncertainty first felt was noted that many attending by outgoing president

Story dI d Glonce

Bob Sievers elected new president. sessions probed available information seeking best ways to cope with a new decade and a continuing shift in buying and selling patterns.

George Clough in though after three his president's report, days o{ excellent talks arrtl discussion. there setrmt'tl to be a marked lessening of anxicly on the part of many.

Clough reprised 1969, reminding all of the dramatic highs and lows in prices, and observing that the year had brought both great good and great bad, depend' ine on the individual. The e{{ect of the un{oitunate demise of the Wood Information Bureau was lessened somewhat by LASC taking over o{ the dissemination of industry literature. Noting LASC's comfortable surplus and seventh year in the black,

JANUARY, I97O

Clough had high praise for exec. i?. Wayne Cardner. He also cautioned that substitutc, materials threaten lumbt'r's mar'ket more than cver.

Noted cconomist Conrad C. Jamieson then spoke, beginning with a comprchen. sive review o[ population influx figure-s. in{lationary fon:es at work during the past nine years of unbroken rise and thc effer:t tisht monr)v has had on lumber" rveighed against {actors of demand for lrorrsing Ihat are ever irrrrt'lsing.

The outlook for 1970, according to Jam. ieson, is the oft-prt'tli<'ted decline in single family starts with a corresponding inr.:rease in rnultiples" with a possible slidt: in industrials. The total dollar volume mav be doun slightly lrom last y,'ar. hc feels. due to tight moncy. Probably in the second qrrarter. the downward trend *'ill turn, most likely due to government intervention and "rncdtlling" and the pres. sures of population growth. The {ollowing years in the 70s should be record break. ers, hc noted happily.

That afternoon, panelist Rick Pratt said that change was thc biggest factor oI the market and illustrated his statement by pointing out that his employer, Weyer(Cctnt.i,n.u.ed, on, rtexI. page) haeuser Co., 'othe jolly green giant of the lumber business," now sells pour-on floorirg.

G0LFSIERS (ll Verl Rhine, Phil Butteifield, Chris Christensen and Bert Holdren. (2) Collin Lovesee, George Champion and Guy Barnett. ($ Gordon Woolard, llorton Hathaway, Steve Hathaway and Alex Chubak. (o Bill Hanen, Carol Sievers, Daryl Bond, Lorraine and Leon Lauderbach, Don Swartzendruber and Marsie Hanen. 6) Ed Anderson, Chuck Jenkins, Ken Dietel and Jim Rossman. (6) Rick Pratt Bill Rau, Bob Sievers and Bill Wyland.

Wholesaler John Weston, emphasizing that he felt strongly that there was a future for cargo lumber in southern Calif., warned that all levels of the business must define what it is they do and within what particular environment they do it. He counseled the audience to look for new combinations of factors that your company could do.

Continuing the frank exchange, panelist Ed I'ountain, Jr., thought dealers would have to be sharper if they expected to continue on a profitable basis. Studs and other bulk items are a big part o{ retailer and wholesaler business, he noted, but where are the profit making items? The Fountain firm, long a leader in new products, will continue strongly in this area in the 70s, he said.

Twenty five years ago, Jim Rossman reminded the other panelists, many said that wholesalers would be eliminated. This was and is wrong. Wholesalers may need to improve and change, as does every bus' inesg but they will continue to survive. Most prosperous of the wholesalers were the ones that perform many different functions.

The best days are ahead, panelist Seth Potter forecast. This year will end strongly and the money situation will loosen. His firm, the TW&J div. of American Forest Products Corp., wants out as a commodity on Page 42)

Gorge Clough

John liponi

Jone G. |{oynord

OFFICERS ond DIRECTORS 1969-70

LUMBER ASSOCIATION of SOUTHERN CALIFORNIA

PRESIDENT-Rob6rl Siqers

VICE PRESIDENT-John Lipqni TREASURER-l.on [oudetbqch EXECUTIVE COMMITTEE

Roberi Sievers

Peier V. Spek

John D. Sullivon

SECRETARY-Gotdon A. Woolord

EXECUTIVE V.P.-Wqyne Gordner

EXECUTIVE S€CRETARY-Jeonette F. Shor€ DIRECTORS AT TARGE

Stonley E. Brown

Dennis S. Gllchrist

Jomes G. Moynord

Kingston McK66

Terry Mullin

Woyne F. Mullin

Pster V. Sp€ek

Edwor<i R. Stoner, Jr.

ETECTED DIRECTORS

RETAIT DIRECTORS

Burbonk-Glendalc

Stuorl W. Hqrris

Cuchello Vallcy

Frqnk Purcell

€osl Side

Wolloce Swonion

Horbor Arq l lls W. Dqvidrcn lnperiol Volley

Jones H. Bqrr

Oronge Sert Ken Dietel

Oronge Court/ Guy J. Bornett

Jomei A. Hqrringtd

Leon Lquderboch

Riyerside-Sor Eenardino

Collin W. lovesae

Son Diego

Williom S. Cowling, Jr.

John D. Sullivon

Sor Dieso-Nortfi County WHOLESAIE Williom 5. Wylqnd Grcrge Clough Ed Founloin, Jr.

)on reroqnoo Yol'el philip B. Glibert

R. W. Blonchord, Jr. ililtiom J. Hqnen

Son Gobriql John Liponi

Russell P. Frifchey Seth J. Potier Corl E. Poynor som lolooro-veatutq Jqne D. iossmon

E' 9' luqwlcx Don Swortzendruber West Side John Weston Robert Sievors Gordon A. Woolord