On functioning in aclimate of distrust

A climate of distrust and skepticism prevails in our nation, such that forest industry communications addressed to the public should be aimed at displacing suspicion and deflecting second-guessing of motives. That's an overriding conclusion of the recently published study of major environmental issues conducted by Daniel Yanklelovich, Inc. for the American Forest Institute.

The report is based on surveys of the general public and key leadership groups. It reviews attitudes on eight environmental issues: air pollution, water pollution, solid wastes, land use, energy resources, depletion of nonenergy resourceso strip mining and enhancement of the environment. The Yanklelovich report pinpoints four broad aspects of the.

changing climate of public opinion: high level of skepticism and mistrust, rising concern with quality of Iife, increasing public policy pressure on business, and the psychology of shortages.

Strengths and vulnerabilities of the forest industry are then considered in light ofthe above factors. In contrast with other major industries, the forest industry is generally well regarded with respect to environmental issues, the Yankelovich report finds.

Forest industries "are credited with having done their job well in terms of establishing good forest management practices and there is minimal anxiety over the depletion of wood, there being wide recognition by leadership of the renewabil- ity of timber as a resource." Howevero industry is found somewhat vulnerable on such things as runoff of herbicides and pesticides, particularly from areas which have been clearcut ; maintenance of wilderness areas; and paper shortages.

A communications strategy must consider such strengths and vulnerabilities, the report notes, taking as a core objective "insuring that the present positive opinion climate is sustained."

Adds the report: "The central objective for communications, as we see it, is to build upon a base that already exists to strengthen and reinforce the posture of the industries rather than to deflect a hostile climate."

Fighting Shoplifting

The problem of shoplifting continues to plague retailers of all types and description. The following hints, if observed by you and your staff, can be a big help in reducing this kind of loss. These tips, from a recent Lumber Merchants Association of Northern California bulletin, can help your store be more competitive by reducing losses due to shoplifting.

(1) Issue a sales slip for purchase. In case of a request for a refund, require a sales slip to show proof of purchase.

(2) rteep "just looking" customers within your sight and acknowledge all waiting customers with "I'll be with you in a moment", so they will be aware you know they are there.

(4) Quickly return to stock all merchandise shown to customers, thus removing the temptation.

(3) Keep tables, counters and racks neatly arranged, to discourage quick "pick-ups".

(5) Ask, "M"y, I help you with that, please?," ifyou see a customer carrying a piece of merchandise.

(6) Give children and teenagers the same attention you would adults.

(7) Take care not to leave the section unattended.

(8) Take care not to turn your back on a customer. It is not only tempting to shoplifters, it is discourteous to legitimate customers.

(9) If you suspect a customer of being tempted to pilfer, watch him openly, carefully, but courteously. Being watched is discouraging to most shoplifters.

(10)If you suspect a customer intends to shoplift or if you have actually seen pilferage, never accuse him directly or indirectly. DO NOT use the words "steal" or "theft" - instead use taking.

(11)Do not act impulsively, keep calm and alert.

(12)Discuss cases of suspected shoplifting only with the manager or store security officer. DO NOT comment to another customer.

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Despite a ton or two of bad economic news ranging from discouraging thru depressing to scary and beyond, recent Merchant Magazine field surveys in our 13 Western states circulation area develop the point that business is better than most had anticipated ....

"Our shipments are way over what we expected in the lst quar- ter and, all things considered, we're happy with them," was the way one Colorado wholesaler expressed it . . there doesn't seem to be any particular explanation; fewer than 20Vo in our roush sampling in the retail, whoiesale/distributor levels expressed a rtially black view -the almost universal wisdom is that business will pick up as '74 progresses....

Some opinion holds that/ecrs over the energy shortage did not prove warranted as the year pro- gressed for an interesting sampling on one area's energy situation, see Wayne Gardner's Southland News column on page 24 of this issue the shofta[e of roofing asphalt continues to cause delays in construction in most parts of the West

Aftsr 4 declines since the lst of '74, the prime rate (the $$ lending rate for banks' best customers) quickly moved up twice, to 9t/tVo some observers of banking see the continued demand for loan $$ pushing the prime back up to l07o

Reaction is mixed as to whether the February housing start jump of 22Vo over Jan. to l,800,000 on a seasonally adjusted annual basis signals the beginning of the upturn or whether it is a one-shotfluke. . . bldg. per- mits remained steady during Feb. .. the average home now sells for more than $36,0S, up $10,000 in the past 4 years ..

Crown Cedar Co. has moved to Taft Ave., Orange, Ca., its sister firm, Crown Plywood, remains in Garden Crove McNord Lumber Co., Arcata, Ca., has been sold to Tidewater Industries, Bronx, N.Y., no amount wasrevealed....

Southwest Forest Industries yi!,buy Russeks, Inc. for about $4.5 million subject to some Russeks' liabilities in Fir-Plv Inc.. Medford, Or. .. .. O'Ma[tev Co'. plans call for I more new store in'74 (probably) and 5 more during'75-77 in their Az., N.M., Tx. trade area, according to Dean Drake, gen. mgr., retail div. .

Fremont Forest Products, Whittier, Ca., has set up a new wholesale industrial dept. at their Long Beach yard Willamette Industries, Portland, has acquired 5 retail yards from Gurrigus Building Supply, which last year did in excess of $4 million, no price was disclosed .... Willamette now operates 7 retail yards ....

Empire Pacific Industries is the new name for Cal-Roof Wholesale, Inc., Portland; now housed in 3 bldgs. around town, it is moving into new $2 million quarters just South of town tmperial Wood Products, Kellogg, id. recently got ripped otr idi $65,000 wirrt-h of 'lumber pro- ducts,...

Handyman has opened a new store in Oak Grovg Or., 50,000 sq. ft., 97,000 articles in stock, l0 depts. Good Guys Home Center, Fallbrook, Ca., recently opened a 28,000 sq. ft. store in the Valley River Center

The Caldornia & Western RR, out since the rains of mid-Jan., is now operating again between Ft. Bragg and Willits, Ca. . . .'. Novotny Lumber, Kinnear, Wyo., has sold its yard & mill b lAind River Ranch. which last spring bought the logging business Vaco Products Co. has opened a new warehouse and distribution center, in Gardena, Ca.

South Hilt Lumber is newly opened in Puyallup, Wa., owneil & managed by Chuck Probst . L&M Lumber Co., Chula Vista, Ca., has opened a 2nd store in Imperial Beach, owners are Lou and Mar LoCicero Frank Cammack, recently resigned from Books-Scanlori, has started his own business, Deschutes Pine Sales, Inc.,Bend,Or.

The assets of bankrupt Lumberland, Inc., Harrisburg, Or., have been sold at public auction Monsanto's custom extrusion plant, Anaheim, Ca., has been boughtby Ryko Plastics for an undisclosed figure .... Union Pacific RR will double its {74 capital spending to a record $381 million ....

The National Remodelers Assn. and other sponsors of Home Improvement Time (May is the big monthwe'll have a special issue on itl is pushing the P.O. for issuance of a Home Improvement Stamp; probably won't make it for '74, but they hope to get it issued for the '75 promo ,.

Worst of our current economic slowdown is believed to be over this month, says U.S. News & *ltorld Report . 8l of 87 local home builders surveved bv the Los Angeles Times pr6Oict i 30Vo increase this year over last

At presstime. Louisiana-Pacific revealed it planned to acquire Sierra Pacific lndustries. both firms agreed in principal; price: $67.6 million observers said proposed merger could make L-P the world's largest lumber co.

Potlatch plans to build a $4.5 million particleboard plant in Post Falls, Id.; start-up is expected for early '75 . Pope & Talbot has set $3 million to expand production at their Oakridge, Or., hardboard plant Neiman-Reed Lumber Co. has opened their 9th Lumber City store. in Woodland Hills. Ca.