Western Building Material Association N'cCiirilffi'E=#=ffi

By ROSS KINCAID executive vice president

Here's the end, ol a two part series presenting Ross Kincaits sound, appraisal ol ways to improae lurnber's image. It was first delit,ered in lull to th,e se'cond annunJ meeting ol the West Cmst Lurnber Inspection Bureau,

Those who responded to questions on reinspections, with few exceptions, have little confidence in this procedure. Some direct quotes: "You can't beat City Hall" "they definitely favor the mills" o'ptrcedure too inflexible and costly, except in most flagrant cases" ooanyone who requests re-inspections gets more trouble than benefits" . "too cumbersome a procedure, stacked against the buyer."

Also afiecting lumber are the serious inroads substitute materials are making because of unstable lumber prices and inconsistent quality. Several responses pointed to the increase in the sale of metal items: studs, joists, sidings, roofing, molding, etc. One o{ our Western members reported that in 1968 25/o of his liusiness was in metal buildings. One dealer rePorts selling gypsum sheathing on steel studs. Another said he lost four frame construction buildings to metal. Could it be that the use of asphalt impregnated sheathing in place of plywood does not now account for the current lack of plywood orders?

Mobile homes take an increasing share of the residential marke! with an expected 20/o increase in 1969 to 350,000 units. Since this estimate was made before the rapid escalation of lumber prices, I would think it now to be on the low side. Should ilry or all of the many thousands of dealers who stock and display lumber conclude that lumber no longer provides a satisfactory return on investment and then push substitute materials, the system of distribution will grind even slower. The many dealers in the country strongly recommend tlat manufacturers. wholesalers" and dealers join hands to nationally promote the advantages of lumber. Let's mount a professional advertising campaign telling what lumber can do for the customer and then back it up by telling of lumber's good qualities. We are too prone to accept wood as a material we have always had with us and to assume it will always be accepted.

Three points I feel will result in the improvement of lumber's image are:

(I) Diminish, if not eliminate, the pub' licity of mill prices in the news media. This undermines price confidence wit}l the pur' chaser all across the country. How many items that you purchase have publicized mill manufactured prices? Can you find in the newspaper what General Motors charges the dealer at the factory for an automobile?

(2) Members complain to me that often they are treated coldly by mills and that little communication exists. As one dealer told me recently, o'I can't do this to my builder customers. And I can't always go some place else for my sources of supply' And it irritates me."

(3) Finally and most importantly, I earnestly seek your recognition and appreciation of the vital role that the lumber and building material dealer plays in his community and in the interest of everyone concerned.