GRROLL OULDIT\G SPECIALISTS IN MOULDINGS

Widest selection of unfinished rnouldings in Southenn Califonnia

Jannow Vinyl-Wnapped CELLULAF| Mouldings

Rhinohide Vinylskin Wood Mouldings

Fana Pne-finished Pictune Fnarne Mouldings

Sweitzen Ernbossed Mouldings

Colon-coded BIFICH Dowels

Visadon Cabinet Tnirn

Colonial Pattenns

Oun unique, custornized rnenchandising pnognarns ane tailoned to the dealen's specifio needs fon a gneaten F|OI including pnice-rnanking, unit contnol, bin labels, anea studies.

Publlsher A. D. Bell. Jr.

Editor-Mgr. David Cutler

Contributing Editor Dwight Curran

Advertising Production Mgr.

Ms. D. Hamil

Art Dircctor Martha Emery

Circulation Marsha Kelley

EDITORIAI OFI.ICES

WESTERN LUMBER & BUILDING

MATERIALS MERCHANT ls Dub- llshed monthly at 673 So. Lake Ave., Pasoden&, Ce. 01101, Phonc (213) 702-362E or (219) 79?-400t by Callfornla Lumber Merchant, Inc. Second-class postage rates pald at Pasadena, Ca., and addltlonal offlces. Advertlsln8 rates upon request.

ADVEIiTISING OFFICES

NORTIIERN CAIIFORNIA & PACIFIC NOR,THWEST

Jerry Holtz, 580 Market St., #400, San Franclsco 94104. Phone (415) 392-3365.

SAltf FRANCISCO BILLING OFFIOE

2030 Unlon St., San Franclsco, Ca. 94123. Phone (415) 346-6000.

SOUTHERN CALIFORNIA

Carl Vann, 1385 Westwood Blvd.. Los Angeles, Ca. 90024. phone (2L3) 477 -7593 ot (2131 792-J623. MOUNTAIN STATES

Frank L. Beckstead AEsocl8tes, (Denver) 3505 Miller Court. wheat Rldse, Colorado 80033. Phone (303) 42t:2692.

Subscriptions

Oh&nso of Addroea-Send subscrlp. tlon orders and address changes to Clrculatlon DeDt.. Western Lumber & Bulldlng Maierlalg Merchant, 5?3 So. Lake Ave., Pasadena, Ca. 91101. Include address label lrom recent lssue ll posslble, plus new address and zlp code.

SubrcrlDtlon BotG.-U.S., Canada, Mexlco-and Latln Amerlca: E5-one year; t8-two years; $lo-three years, Overseas: $6-one year; t9- two years, Slnqle coDles 6OJ. BacI( coples 91.00 when avallable.

Thc Mercnant M

IHE MERCHAIIT ie an independmt mogozine, for the lurnber ond building materioh induetra in the IE Wectent stotes, eoncentroting on merchondiang, monogernent onil accu.rote, foctuol newc.

The next time the storms are fierce in the mountains just above us, and your regular supplier is only slightly more accessible than the top of Mount Everest, be glad Kimberly-Clark chose to build its thoroughly modern, fully automated, completely computerized mill down where the birds still sing and the roads are passable. lf at first you don't succeed, turn back to Kimberly-Clark. Chances are we can load you up even before your frostbite recedes.

We don't mind being second choice once in a while.

Many of our "drop-ins" decide to make Kimberly-Clark first choice every time.

I Can't Get lt Till When?

Cl UPPLY and orices seem to be dual D ut"". of business that are always suffering from some sort of dislocation. In years past we had too strong a supply of materials, in at least most items, and conversely, we had too low prices, in at least most items, as a result of oversupply. Now, the reverse is true. The eeonomists call it a demand pull economy where demand is the active part in the supply and demand equation. Many businessmen just call it a pain in the neck and wonder how best to cope with a situation that is difficult at best for retailer, supplier and manufacturer.

Obviously, there is no one panacea for the individual to use to bring supply and prices back into harmony. There are a multitude of methods and techniques with which to fight the good fight. The problem is that not everyone is good for every firm. As the man said, there's the rub. It is the old story of the individual having to have the courage to make the decisions that he feels are correct for his situation.

But there is one course of action with universal application: communication.

You may not be able to do much of anything that will dramatically affect how you supply your customers and at what price, but you can and must communicate with him to explain your situation. Let him know you aren't just shoving it to him with that latest price hike or that the delay in transit of the goods he desperately needs is due to somebody being half-loaded in the warehouse who dropped his order behind a pile of cartons.

Some of the more aware firms in the West are actively communicating with their customers, above and beyond the usual, and we salute them. Palmer G. Lewis Co., the Pacific Northwest/Alaska wholesaler, recently circulated a sheet on "How We See Supply and Prices" that gave a background on the present situation and concluded that PGL is doing its best, trying not to over react, and doing what common sense dictates. They close with a pledge to their customers that says in part, "we owe everything to you and we aren't about to forget it."

While it may not be an original idea, it is, nevertheless an excellent one. If vou aren't talking to your customers, who ard you talking to?