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Now there's a new redwood product you can sell for residential and commercial projectsseasoned rustic redwood sidings.'

Saw-textured surfaces, natural knots and sapwood give these sidings a handsome rustic look. Available in vertical and horizontal patterns and a new thick butt bevel, they also provide the natural atributes of the luxury grades - including finish retention, stabiliry and resistance to flame spread.

You can order these new sidings, along with other redwood products, from most suppliers.They're already being promoted to your customers, so now's the time to stock this new redwood product - seasoned rustic sidings.

? C"ffo*ia Redwood Associatiol one Lombard Street, San Francisco, CA 94111 f,ditor-Publisher David Cutler

Associate Editor

Juanita Lovret

Contributing Editors

Dwight Curran

Gage McKinney

Al Kerper

Art Director Martha Emery

Staff Artist Lou Taylor

Circuletion

Sherridan Roberts

The Merchant Magazine (USPS 796-560) is published monthly at 4500 Campus Dr., Suite 480, Newport Beach, Ca. 92660, phone l7l41 549-8393. bv The Merchant Magazine, Inc.- Second-class postage rates paid at Newport Beach, Ca., and additional offices. Advertising rates upon request. ADVERTISING OFFICES

FROM WASHINGTON STATE & IDAHO: contact John V. MgcKay, 157 Yesler Way, Suite 317, Seattle, Wa. 98104. Phohe (206) 621-1031.

FROM NORTHERN CALIFORNIA & OREGON: contact DaYid Cutler, 4500 Campus Dr.. Suite 480. Newport Beach. Ca. 92660. Phone 014) 5498393.

FROM SOUTHERN CALIFORNIA: contact Carl Vann, 205 Oceano Dr,, Los Anseles. Ca. 90049. Phone (213) 4723113 or (714) 549-8393.

FROM THE MIDWEST: contAct Charles L. Lemoerlv. 1230 Brassie Ave.. Flossmoor. Il. 60422. Phone Qt2) 799-2166.

Subscriptions

Change of Address-Send subscription orders and address changes to Circulation Dept., The Merchant Magazine, 4500 Campus Dr., Suite 480, Newport Beach, Ca. 92660. Include address label from recent issue il possible, plus new address and zip code. Subscription RatesU.S. and Canada: $6-one year; $9-two years; $12-three years. Foreign: $14-one yeart $20-two years.Single copies $1.25. Back copies $2.50 when available.

THE MERCHANT MAGAZINE is an independently-owned publication lbr Ihe retail, t,holesale and distributiott levels ot' the lumber, bttiltling. nnterials and home improvemenl business in the l3 llesterrr gales.

DAVID CUTLER editor-publisher EDITOR[AL

Smile it up and talk it up

THE ATTITUDE and morale of a company I and the people in it are important parts of the business equation in good times; in the present circumstances, these factors are even more critical.

It's a situation that reminds us of the old story of the successful side-of-the-road hot dog seller who, pursuaded by his son that all is hopeless, abandons what created the success and, finally, succumbs to financial faihue. In a sense, a case of talking yourself out of business.

At all levels, we must be alert to the dangers of the casual remark about how bad business is. The more that people hear the gloom and doom message and the more they believe it; the more they shrink what business is left.

Top management people must be as optimistic as is consistent with reality. It is essential that you set a tone that is positive, constructive and designed to elicit the optimum performance from the entire work force. It's not a waste of time for the chairman of the board to chat up some enthusiasm with the low men on the totem pole. It is smart business.

At the sales level, where a firm has the largest degree of communication with its customers, great care must be exercised to avoid talking yourself out of a sale by having crepe hanging sessions with customers.

Sales floor and counter people as well as the delivery team should be aware that what they say, as well as their general demeanor, affects the customer's attitude. A customer is far less likely to buy if all he hears from you and your people is today's bad news.

More than ever, now is the time for the smile, the positive attitude, and constructive commenq it's bound to help in bad times.

More and more people are using redwood rustic siding. Because rustic siding is more economical than premium redwood grades. Yet it still has the warm, rich look that only comes from redwood. It resists insects and decay. And it ages well, with or without a finish.

Redwood rustic siding is a practical, aesthetic addition to almost any exterior. And we've got plenty of it.

Our Ft. Bragg mill is one of the largest redwood and fir suppliers in the counbry.And with hundreds of disfibution centers nationwide, you can order the amount you want and get it quick.

So for redwood, or fiL come to us. We're Georgia-Pacific. And we've got all the rustic siding vou need

QUESTION: Whatingredients does a wholesaler need to expand into a new market area during times as hard as these?

ANS\ilER: (1) A quality product line.

(2) A growing new market area.

(3) A strong, service oriented organization.

(4) An experienced, energetic person to put it all together.

Redwood is the quality product, Colorado the growing market area, Reid & Wright the existing organization and Richard Reid the young, enthusiastic coordinator. In one year, wholesaler Richard Reid has managed to establish a strong, new base of redwood customers in Colorado and the Rocky Mountain region. Introducing new redwood products like B grade and rustic sidings, providing information and personal service have become trademarks of his campaign.

Reid explains that redwood, with its exceptional dimensional stability and resistance to erosion from weather, is an ideal product for the harsh climate of Colorado. The new rustic sidings suit the market with their rugged, knotty appearance and affordable price. Redwood and