ADMK-Pacific Corp.

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"'l pride mysetf on running an efficient operation,l.l,says Fraftk Reed, president of the Frank Reed Company in Sacramento, California. "However, I must admit the Dataf ine System greatly enhanced an already efficient lumberyard."

"No longer do I get caught in the middle of price changes," says Mr. Reed. "ft used to take four da)a to change prices, now it takes 30 minutes."

"The Dataline Computer System is one of the biggest time savers to .hit the buifding supply industry.

.,{tnd when a lumbercompany sa\res time, it saves money." -

"l recommend it highly," says not investigate how tl'le o€empr*g-$*stern can tirqe and mclney. fination. filf,in tt

Seruing the lumber, building materials and home improvement markeE in 13 Western States - Since 1922

APRIL I98I

LUMBERMEN TOUGHING OUT A BAD MARKET

MEET A LEADER IN WESTERN LUMBERING

CREDIT INSURANCE CAN SAVE YOU MONEY

L-P CONSOLIDATES, FORMS COASTAL DIV.

AZ. LUMBERMEN SET 6OTH ANNUAL CONFAB

PHOENIX OPENING BREAKS SALES RECORD

INDUSTRY BACKS REAGAN'S SPENDING CUT

BUYERS RANK HOME ENERGY.SAVING HIGH ORDER REQUIRES ASBESTOS INFORMATION

HOO-HOO.ETTE FOUNDER FORMS NEW CLUBS

PAST DUE ACCOUNTS LOSE VALUE DAILY

PHILIPPINE MAHOGANY MKT. DEVELOPMENT

DESIGN IDEAS FORUM ON WEST COAST

HACKBERRY GETS NOD AS ASH STAND-IN

SUREFIRE WAYS TO COLLECT SLOW PAYS

Publisher Emeritus A.D. Bell. Jr.

Editor-Publisher David Cutler

Associate Editor

Juanita Lovret

Contributing Editors

Dwight Curran

Gage McKinney

Al Kerper

Art Director Martha Emery

Staff Artist Terry Wilson

Circulation

Marge Anderson

The Merchant Magazine (USPS 796-560) is published monthly at 4500 Canrpus Dr., Suite 480, Newport Beach, Ca. 92660, phone 17l41 549-8393, by The Merchant Magazine, Inc. Second-class postage rates paid at Newport Beach, Ca., and additional offices. Advertising rates upon request. ADVERTISING OFFICES FROM WASHINGTON STATf, & IDAHO: contact John V. MacKaY, 157 Yesler Way, Suite 317, Seattle, Wa. 98104. Phohe (206) 621-1031.

FROM NORTHERN CALIFORNIA & OREGON: contact David Cutler, 4500 Campus Dr., Suite 480, NewPort Beach, Ca. 92660. Phone Ql4J 5498393.

FROM SOUTHERN CALIFORNIA: contact Carl Vann, 205 Oceano Dr., Los Aneeles. Ca. 90049. Phone (213) 472311-3 or (714) 549-8393.

FROM THE MIDWEST: CONtACt Charles L. Lemperly, 1230 Brassie Ave.. Flossmoor. Il. 60422. Phone Gt2) 799-2166.

Subscripti0ns

Change of Address-Scnd subscription orclers ancl address changes to Circulation Dept.. The Merchant Magazinc, 4500 Camt)us Dr.. Suitc 480, Newport Beach. Ca. 92660. Include address label from recent issue if'possible. plus new adclrcss ancl zlp cocle. Subscription RatesU.S. and Canada: $6-one year; $9-two years; $12-threc years. Foreign: Sl4-onc yelr. S20-two years.Single copies $1.25. Back copies $2.50 when available.

.I'HE

M ERCHANT MAGAZINE is tttr irtt!cpanlt'rrtlt'-on'rtt'tl pttblitutiort lor thc rctail, u'holt'sult'utrrl tlistribLrtiotr leyt'ls ol the ltrtnbcr, httiltl' i t r.{ tr r a I t, r i u I s u tt tl h o nt c i trt 1t r o ve rrtt' r t I btrsirrt,ss irr tlta I3 l'l'cslertt slrtlcs.

DAVID CUTLER editor-publisher

Divide and Conquer

.FMN the present business climate, inlltensive runug"rn"ttt of the various areas within a business has never been more critical. Whether your responsibility is for overall performance, or one area, the need to perform successfully is not only imperative but it's tough.

But hard times like these can be very daunting. For some it is too easy to shrug it all off and blame their inadequacies on the state of the economy. No one doubts the effects of the economy on our business, but at what point does a company's performance reflect sluggishness in addition to inflation, high interest rates and the other ills of today's marketplace?

The times are tough, but they are not impossible. The bubbles of business appear; there is some action most everyday; the world has not curled up and died. Honest.

Whatever the scope of your responsibility, take an analytical approach and examine various areas to see how each is producing. This can be especially effective when the overall situation seems almost beyond hope. By breaking it apart and examining the pieces, you can often more easily see the contributing faults that have clouded the big picture.

In attacking the various parts of the problem there are two general approaches. One is to establish a priority in terms of seriousness and go to work turning around the most critical. The other is to immediately clean up the most obvious areas and by making some instant headway, buy the time you need to solve the more difficult problems.

Neither of these two avenues of action is always right or always effective. But they are a start. At least it is a way to begin the task of problem solving so that the goals you've set can be brought closer if not completely attained.

There are no panaceas. And as always, beware the quick fix. But the beginning is in itself a revitalizing action and can have a positive effect upon you and those around you. Ready. Do it.