Lctt@l.s

Dear Sirs:

How about more on Hoo-Hoo-Ettes?

We are a part of the hrmber industry and are also subscribers to The Merchant.

Mrs. Jennie C. Mauer

1345 - 148th Ave.

San Leandro, Ca.94578 in major housing markets throughout the country. This recognized the more immediate sales effect of local promotion and the role AWC has played in stimulating increased use of wood by homebuilders in weak wood markets and in iarge planned communities countrywide.

How about it readers, any interest in us covering Hoo-Hoo'Ette activities? -ed.

We3torn Lumber and Building Materlel! MERCHANT ing, windows and doors, mouldings and millwork, etc.

AMERICAN WOOD COUNCIL

A. D. Bell

Publisher

The Merchant Magazine

4500 Campus Drive-Suite 476 Newport Beach, Ca. 92660

Dear Al:

The editorial in your April issue suggests some misunderstanding of American Wood Council's current activity and what it has accomplished during the past six years.

Since last September the objectives, program and funding of AWC have been carefully reviewed by a special committee of principals and chief association staff executives representing all AWC members. One of their basic conclusions was that the industry needs ongoing, consolidated end product promotion to meet competitive threats and that AWC should continue to meet this need.

The committee also recommended that during the current severe housing depression, AWC should suspend national consumer advertising, but maintain local promotion and advertising supporting key builders of wood homes

There is considerable evidence that the "wood look" in new housing has made significant gains in recent years. A leading stain manufacturer reports that "Our latest sales figures show that stain is the fastest growing part of the exterior coatings market, up more than 240% in the past five years," Mostly, stain goes on new wood.

This is also documented by U.S. Department of Commerce figures. These show that in built-for-sale homes in major metropolitan areas, from 1969 to 1974, use of wood exteriors increased 4%,brrck dropped 3%, stucco and aluminum rose 2Vo and other materials lost 57o.

It is probably reasonable to assume that these wood exteriors were backed by lumber framing and that in many cases other components of the "wood look" were involved; Sheathing, roof-

During the period from 1969 to mid-1975, AWC has carried out 94 promotions and 72 seminars in 73 of these same major metropolitan areas advocating the use of wood in new, built-for-sale homes. Precise correlation of results with promotion is not possible, but in this case field reports and surveys indicate that AWC's activi ties contributed to these gains for the "wood look."

It is most regrettable that the excellent trade promotion and advertising programs of WWPA and other member associations of AWC have been so drastically reduced. This is a gap AWC cannot fill since we do not engage in trade advertising. But overall, I believe that our members will find that the money they contirlue to invest in AWC is well spent, although it has been reduced by 30%.

Sincerely,

Boyce Price

Executive Vice President American Wood Council l6 I 9 Massachusetts Ave. Washington, D.C. 20036

Positions wanted 25C a word. minimum 22 words (22 words = $5.50). All others 35c a word, min. 20 words (20 words = $7.00). Phone number counts as one word. Boxed ads $l extra. Fancy headline or borders $2 extra. Box numbered ads add $1.50.

Help Wanted

WANTED: Yard foreman/manager. Must be qualified to -handle combina. tion d-i-y and contractor operation, able and aggressive. Bay Area. Salary commensurate with ability. Write Box l6l,c/o The Merchant Maeazine.

INSIDE sales person for aggressive millwork house located in So. Ca. Experience desired in sash, doors, jambs, etc. Good salary plus benefits, Send qualifications to Box 160, c/o The Merchant Magazine.

INDUSTRIAL LUMBER SALES

Cal-Forest Lumber, a well-established L.A. area distribution yard w/mill, offers excellent opportunity for aggressive person in LCL sales. Write: P. O. Box 2288, Gardena, Ca. 90247, or call (213) 321-2107.