Western Lumber a Building Materials

ALASKA RETAILER REBUILDS AFTER FIRE AND EARTHQUAKE

HOW TO SCHEDULE AND PLAN A SALE FOR BEST EFFECT

WWPA ANNUAL MEETING ELECTS GILCHRIST PRESIDENT

FINAL SECTIONS OF DETAILED JOB APPLICATION

MER,CHANDISING TO THEME UPCOMING LMA CONVENTION

STOR,E IS FIRST CLASS EXAMPLE OF HOW TO SELL DOORS

TOP LEVEL U.S.i CANADIAN CEDAR CONFERENCE

HOW TO DISLODGE A PROSPECT, SMOOTH SELLING SERIES

WHERE TO SITUATE A CASH REGISTER, Q & A COLUMN

ANNUAL ARIZONA DEALER CONVENTION, MAY 9-11

HOME IMPROVEMENT: REDWOOD AND REMODI]LING SALES

PACIFIC COAST HARDWOOD DISTRIBUTORS ANNUAL

AFPC BUYS SERE]NDIPITY PRE-PACKAGED HOME FIRM

PRICE

David Cutler

As8ociate Eilitor and Ailvortising Production

Richard Heckman

Circulatlon Depantmont

Martha Emery

Publishere Represeltativcs

NORTIIEN,N CAIII'ORNIA & PACIT'IC NOn,TTIIYEST

Max Cool(, advertising and neu's, 420 Market'Street. San- Francisco. Callfornla 94111, Phone (415) Yukon 2-4797.

SOU'IIIDII,N CALIFORNIA

Teil Tlss, advertising and news, 412 West Sixth Stree-t, Los An- geles, California 90014, Phone (213) MA 2-4565 ot MA 2-0670. CHICAGO llellorv, advertising and news,1l250 South Halsted Street. Chlcaso, Illlnois 60628, Phone (312) ?48-3351. NDW YORII.

Hal I(. Poritz, advertising and news, 246 Fifth Ave., New York, New Yorl< 10001. Phone (272) Murray HiU 4-6733.

ItDra'oltral ot't'rcEs

WT'STDRN LUMBER & BUILDING

MATEIi,IALS MEITCIIAN.I is pub. lished monthly at 412 lVest Sixth Stre€t, Los Arrgoles, C:rliforlia 90014. l'ltone (2llJ) MAdlBon ',-4565 or lllAdison 2-0670 by Californla Lumber Merchant. Inc. Please address {rll correspondence to of-fice of Dublication. Second-class postage rates paid at Los Angeles, Cal. Advertising rates upon request, Subscription ltates-U.S., Canada, Mexico and Latin Amerlca: $4one year; $7 - two years; $9 - three years. Overseas: $5 - one year; $8two years. Singles coples 50r'. Back copies 75r' when avallable. Chalge of Adtlrecs-Send subscrip- tion orders and address ch:rnges to Circulation Department. Western Lumber & Building Materials Merchant, 412 West Sixth St., Los Anseles, Calif.90014. Include address label from recent issue lf possible, plus new address, zone number or ziD code.

The Merchant Magazino gerves the members ol the: Arlzona Retall Lumber & Builders Supply Asso- ciation, Phoenix; Lumber Mer- chants Association of Northern California, Los Altos; Montana Building Materlals Dealers Asso- ciatlon, Helena; Mountaln States Lumber Dealers Association, Salt Lake City and Denver; Lumber Association of Southern Callfor- nia. Los Anseles: Western Bulld- lng MaterialS Asdoclatlon, Seattle.

THE MERCHAIIT is an i.ndependent rnagaz'ine pubksheil rnonthllt f or those rnernbers of the lumber and, build.i,ng materials industries who need, and, uant factual, accurate nelDs and o,n obj'ectiue anafusis of eaents and, products of concern to them in busi,ness.

Your New Product and Source Information Book is ready for delivery. lt's full of descripiions and prices on every Item offered by Fountain. In addition, it is jammed with ideas on various uses of lumber, technical details on specifying and selling laminated timbers, codes on decking and hundreds of other useful bits of information. You'll find this handy, tabbed reference saves hours of hunting. and once you make selections, it takes just one stop to pick up practically any lumber products you need. Call for your lree copY now!

Compele or else!

Our thanks to latk Mulroonelr ol the N ationat-American W holesahe Lumier )rro"iation lor his permissinn to reprint, this fine editori.al tht appears in their cunent N -AW LA Forum.-Editor.

HERE MUST BE objectives, definitions and r priorities established to effectively cope with current problems and insure a healthy economic future climate in this rapidly changing, increasingly complex industry. The manufacturers' Economic Council recommended concentrated effort on two broad areas (l) Resources (2) Re-establishing a National W'ood Promotion Program

Since both areas involve the-allocation of funds, a basic question arises as to whether one can be financed at the expense of the other. There is some evidence that this approach may be in use now.

The contention that failure to solve resource problems will mean there is nothins to sell is shallow because such a conclusion is at least several generations away. If the resource problems are solved in 2, 5, l0 or 20 years, what will be done with the trees if the markets have been forfeited?

The potential benefits of team work will rarely be more promising than in each of these areas. Let,s look at the possibilities.

In resources, the manufacturer has a primary interest. The economic and social aspects of lani use in forest areas require the special knowledge which the manufacturer has acquired through training and research. Through knowledge and &- perience, he has developed selective cutting, reforestation progriuns, Tree Farms, and provided for public recreational use. He advocates and practices multiple land use. Yet his public and political problems are increasing. His ability to combat these problems is reasonably adequate in the immediate areas under concentrated attack, His efiectiveness diminishes in forest areas not presently in the focrrs of the "preservationist" single purpose land-use advocates. And, it is rarely noticeable in the vast consuming areas. Consequently, the basic principles involved in the resources problems are not widely understood and the industry's image is impaired.

A National Wood Promotion effort must be reinstituted unless we are prepared to forfeit markets to aggressively promoted competing materials. Apparently this has been recognized by many of tho manufacturers and plans to furtler the development and funding of a program are underway. Since proinotion and advertising are simply sales tools; and since selling is only one function of marketing; does it not follow that the special knowledge of the industry's marketers should be sought in designing a program? From their key position in performing the primary distribution function, the wholesalers can supply the most knowledgeable guidance. As the user sales and service arm of the industrv. the retailer's knowledge should also be utilized.

Coordination of effort males accomplishment easier. As professionals in their respective fields of manufacturinE;, primary distribution and user sales, a sharing of knowledge offers mutual benefits beyond the reach of the individual elements. Are we so reluctant to acknowledge expertise in our respective fields that we will continue to deprive ourselves of these benefits?

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MODERN, WEATHER-PROOF CENTER REPTACES BUITDING SUPPLY STORE DESTROYED IAST YEAR

Alaska retailer rebuilds after fire and earthquake

HEN THE Spenard Builders Supply in Anchorage, Alaska burned last May in a disastrous fire, they didn't fool around waiting to re-open. Next day was business, not exactly as usual, but they were at work and beginning to lay the groundwork for a comeback.

The results were seen last month at their grand opening when they unveiled one of the largest, most modern building supply firms in Alaska.

Jim Campbell, general manager of SBS, describes his 13 year young firm as a'ono holds barred competitive outfit that's growing with Alaska." Campbell adds, ;,Our most important assets are Alaskans, the ones we have within the organization and those fighting daskans who are making this country what it is. The Earthquake of 1964 clearly showed the determination of these people, and we're betting big on them and our state."

The operation is centered around a retail section as modern as any anywhere. Harper Mitchell, the renown planning consultant, can take the bows for that. There are two main buildings, total sq. ft. 42,L25 and. more buildings scheduled for later. Both are fully heated for all-year operation in Alaskan weather.

Located in the center oI the growth pattern in Anchorage, SBS will s6on be on a major traffic artery being built from downtown. It also sits on a railspur.

The main showroom is a glistening demonstration of what's new in merchandising and store layout. Displayed are kitchen cabinets, paint, fireplaces (now there's guaranteed seller!) builders hardware, doors, windows, paneling, floor covering, plumbing and electrical supplies. Each is effectively displayed and pre-piiced.

Story dt d Glqnce

Rebuilt Spenard Builders Sup- ply is better than ever. The firm describes itself as growing with Alaska. lts new store is as modern as they come.

The main showroom also has an area set aside for an estimating and plan service set-up. A trained estimator is on hand to supply the needed knowhow.

Conveniently accessible is the heated, 10,000 sq. ft. warehouse where SBS displays finish lumber, plywood, roofing, hardboard, aluminum, ceiling tile and the like. It's the first time in Alaska that the women can buy building materials in comfort while the temperature drops to -37o.

Also included in the facility is a contractor's office that is specially planned to service this important part of the business. All orders can be placed, processed and expedited from the one location.

Across the street, the SBS millwork shop specializes in Andersen windows, pre-hung doors and custom work.

SH0WR00M SHll{ES in its newness. Spenard went to considerable trouble and expense t6 do the best possible_ job in properly planning the erntire showroom. -Do-it-yourselfing is a necessity enjoyed by many Alaskans.