You-$etthe insiddtrack onprofitswith outside products frorn Masonite 0orporation

Many hundreds of thousands of homes across the country. in all kinds of weather and temperature extremes owe their good looks and complete protection to exterior hardboard sidings by Masonite Corporation.

Builders prefer Masonite X-90 sidings because call backs are so rare. Custotnet Safr:sfacfron is built in at the factory. Only those woods that possess outstanding natural resistance to weather are used in the manufacture of Masonite X-90 exterior products.

There are Masonite e:<teriors for all building motifs, and to satisfy all tastes.. smooth or textured surfaces; lap or panel and batten styles; vertical and horizontal treatments; primed, pre-stained or completely pre-finished in a variety of attractive colors.

With this kind of home builder appeal and home buyer satisfaction built-in, Masonite siding products are truly designed for dealer profit and repeat sales. No hardboard manufacturer invests as much to support dealers than does Masonite Corporation. You can sell with confidence because our products are backed by the most dependable name in the business. Drop us a line, Masonite Corporation, Box 777, Chicago, Ill. 60606, Dept. W-5 lomrrly CAIIFORNIA tUMBEn MERCHANT ' Accurct. onolfsb otrd loduol ncws siacc 1922

We'll be pleased to fill you in on all of our products, including Royalcote paneling and specialty products and accessories.

MAY, 1970 votuME 48, tl0. ll gnllilmmflnttflttnmnlmmmm MAJ0R NEWS and FEATURES ilrillltullllulultult$tflrtthurum

SOLID SALES FOUNDATION GIVES MERCHANDISING PLUS

GET A HOME IMPROVEMENT PROGRAM ROLLING IN YOUR TOWN

PRAGMATIC APPROACH TO SALES AIDS NETS BUSINESS

DECKING SAMPLES HELP PUT PRODUCT OVER TO CUSTOMERS

TV FILM BANK BOOSTS EMPLOYEE TRAINING TECHNIQUES

N-AWLA CHIEF TELLS INTRA-INDUSTRY RELATIONS STORY

HUNT ELECTED NEW PRESIDENT OF GEORGIA-PACIFIC CORP.

WESTERN "HOT SPOTS'' LESS AFFECTED BY BUILDING SLUMP

ARMSTRONG CORK PUTS DOWN TV AS ADVERTISING MEDIUM

NATIONAL GROUP TRIES TO BEAT TIGHT MONEY PROBLEM

LMA HIRES RETIRED ARMY OFFICER AS NEW I]XEC. V. P.

QUALITY PROGRAM FROM AMER. WOOD CO'UNCIL

BEL-AIR

Assoolato Erlitor anil

Advortisinc Productlon

Riahard Heckman

A,EPRDSENTATfVES

NOBTHERN CAI,IF{)RNIA & PACIT'IC NOBTI{WDST

Cal Wood, advertising and news, 5 Genoa Place, San Francisco, Calif. 94133. Phone (415) 391-0913. San tr'ranclsco Billlng Offlce' 2O3O Unlon St., San Franclsco, Calif. 94123, Phone (415) 3t16-6006.

SOUTIIEBN CALIFOBNIA

Toal Tlss. advertisins and news, 5?3 So. Lake Ave., Pasadena, Call- fornla 91101, Phone (213) 792-3823 or (213) 792-4oga.

NDW YOBX' Bllllncalee & tr'lcke, Inc., 137 East 36th St., New York, N.Y., 10016.

MID}IIEST Blch&rd Heckler, advertlslng and news, P.O, Box B, xenia, Ohlo 45385. Phone (513) 372-6471.

Editobial Oteices

WESTERN LUMBER & BUILDING

MATERIALS MERCHANT is pub- llshed monthly at 578 So. Lake ,Av€., Pssedeno, Collf. 9L101, Phono (213) 792-3623 or (213) ?02-4098 by California Lumber Merchant, Inc. Please address all corresDondence to Editorial Offtces. Sebondclass postage rates paid at Pasadena, Calif., and addltlonal offlces. Advertising rates upon request.

SI'BSCRIPTIONS

Change of Ad.lross-S€nd subscrip- tion orders and address chances to Clrculatlon Department, We;stern Lumber & Buildlng Materlals Mer- chant, 573 So. Lake Ave.,, Pasadena. Callf. 9U01. Include address label lrom recent issue lf posslble, plus new address and zip code. Subscrlotlon R&teE-U.S,, Canaala, Mexlco-and Latln Ameiica: $4one year; $?-two years; $9-three years, Overseas: $5 - one year; lF8two years. Slngle copies 50d. Back copies 75r when avallable.

The Merchant Mogazlne serves the members of the: Arizona Retall Lumber & Bullders Supply Asso- clation, Phoenix; Lumber Mer- chants Association of Northern California, Los Altos; Montana Buildins Materials Dealers Association.-Helena: Mountain States Lumbel Dealers Associetion. Salt Lake City and Denver; Lumber Association of Southern Califor- nia, Los Angeles; Western Build- ing Material Associatlon, Seattle.

THE iIERCHAIII iE an ind,epend,ent rn&gazi,na publ:ished monthlg f or those members of the lumber anil bui,Iding materials industries who need and usant fa,ctual, accurate news and, an obiectine analgsis of eaents and prod.ucts of concertt to them ,in business.

We both know warm, inviting appearances are essential to 4'x 8' paneling sales. That's why we've gone all out with Am-Ply. With fine handcrafted veneers for our premium President series. And striking color-tone prints for our Mission and Castilian series.

In addition to beaury, we know a profit-minded dealer, like yourself, also needs fasr service, responsible pricing, in-depth inventories and nearby distribution cenrers. That's really what Am-Ply is all about. Why we'd like to talk to you. Show you samples, price lists and handsome new promotion aids to help you boosr sales. Write us now at P.O. Box 3498, San Francisco 941lg or phone (4t5) 776-4200.

Ecology ond lhe Deoler

TgfITH all the current excitement involving W ecology and the environment in which we all live, or try io, it is good to see an organization of Iumber and building materials dealers who are taking the nation's current interest in the issue and are turning it to their own advantage.

The Western Building Material Association at their Seattle convention unveiled the slogan ooEn' vironment Begins at Home." Wisely, they have decided to utilize it over the next three years, not just for one year. We think it is neatly designed to tie in their member's business into the hottest cur' rent topic in t}le nation.

The recent ecology marches, Earth Day celebrations and the politician's verbiage on the general subject insures a continuingly closer look at how and in what we live. It's what t]le late President John F. Kennedy used to call the quality of life.

The issue cannot help but have beneficial fallout for the alert lumber and building materials dealer. As interest and money and time are concentrated on solving the problems of polluted air and water, the general cleaning up of our environment, our cities, schools and homes, will follow as a natural by-product of the major pollution clean-ups. The process is already in motion. We think it cannot help but grow.

There seems to be a long-term historical tide of opinion that thinks all men should enjoy their world more fully than they have in the past. Their thinking has undoubtedly been gaining either rncreased credence, or is it just publicity, the last few years. Whichever it is doesn't concern us here' Whai is immediate to our concern is the fact that people are more interested in home improvement now, than at any recent time.

We are seeing a phenomenon where fixing up and improving the home is changing from some' thing that was a kind oI nagging duty to many, to something that is now a desirable, sought after goal. In a time when the lumber and building ma' ierials dealer had many times lost consumer dol' lars to travel, new cars and boats, a shift to empha' size the quality of the home may signal a major shi{t in the spending, of the consumer's disposable income. If this is so, it means a major marketing opportunity for the alert retailer.

This being National Home Improvement Month, we hope first steps can be made to strongly tie in the lumber and building materials dealer with the still growing enthusiasm for repairing our dis' heveled environment.

We hope that anyone with plans in this direc' tion takes steps to act soon, If the present interest in the entire environment question is like so many national enthusiasms, its major thrust will sharply drop off in terms of the quantity of attention given it by the general public. This being so, the wise merchant will act swiftly so that his efforts can get the longest ride on the current wave of interest and publicity.

Insist on straight faced lumber by Kimberly-Clark. Then you can laugh,.. all the way to the bank!

Kimberly-Clark customers get top dollar for K-C lumber because it's straight faced... (hardly a chuckle in a carload) and more often than not, exceeds grade standards. Kimberly-Clark learned many yearsago that satisf ied customers are the most important asset a company can have, and the best way to keep a customer satisfied is to supply him with products of highest quality at competitive prices. Then, mix with fast service, easy-to-handle packaging, and genuine interest in his problems. At Kimberly-Clark every shop employee has been trained to work at quality control. lt's the best way to protect that precious asset. a satisfied customer. lf keeping our lumber straight faced keeps you laughing all the way to the bank, that's the way our 750 inspectors will keep it.

tTtu Atr-scrENCE of merchandising" bt" I ing even more imperfect than those that practice it, is subject to shifts, fads. changes and occasional bursts of nonsense. Despite all the vagaries, there seent to be certain merchandising rules that only gain stature with the passage of time.

Fourteen years ago, The Xlerchant Mag' azine headlined its story on Carter Mill & Lumber Co., "Customer Service is Carter's Number One Product." A recent talk with Morris B. "Nick" Carter, president and general manager of the yard, con' firmed that he sees no reason to change a good thing.

Making every employee a salesman is another vintage rule of good merchandising that is very much in evidence around the yard. A recent visitor to the yard was politely asked by four different stafiers if there was something they could help hinr with; all within ten minutes of his arrival.

"It is necessary," Carter says, "to have people working for you that are interested in your business, We also have a profitsharing plan for our kev employces."