Western Lumber a Building Materials

AUGUST 1968 v0LltME 47, ilo. 2 immfmii||lll||||||l1f|l||||ini[|||m||fuMAJ0RNEwsandFEATuREsll||I|||lln]l|llu|||||||i|iiiii|u[iM[

SUCCESSFUL CONTRACTOR YARD EXPANDS INTO RETAIL MARKET

THE POTENTIALS AND PROBLEMS OF DEALER ADVERTISING

CLUB 3 HITS IT BIG AT BANQUET HONORING OLD TIMERS

COMPLETE BUILDER SERVICE DOUBLES DEALER'S SALES

MORE OF THE FACTS ON 1968 WWPA LUMBER STANDARDS

GEORGIA.PACIFIC PURCHASES ABORIGINE, ROUNDS TREE FARM

MARKETING CONFERT]NCE SPEAKERS OFFER STARTLING OPINIONS

SMOOTH SELLING SERIES-GIVE MORE TO GET MORE

4TH WBMA ANNUAL MARKETING CONFERENCE DATE SET

ANGELS HOME IMPROVEMENT AND DAYLIN READY TO COMBINE

FEDERAL GOV'T. TO LOOSEN REINS ON AVAILABLE LENDING SS

77TH INTERNATIONAL HOO-HOO CONVENTION ROLLS NEXT MONTH

SAN JOAQUIN HOO-HOO HOLDS SUCCESSFUL SPORTS DAY

KOPPERS CONSOLIDATES SAN FRANCISCO SALES OP,ERATIONS

RiehardProduotlonHeckrtan

Clrculotlon l)oparhotrt

Martha Errerv

Martha Ernery

NEPRESENTATTYES

NORTIIEBN CAIITORIYIA & PACIFIC NORTHWEST

Col Wooil, advertising and news, 5 Genoa Place, San Francisco, callf. 94133. Phone (415) 391-0913. San tr'ranclsco Bllltnc Ofltce. 2030 Union St., San Franclsco, Caltf. 94123. Phone (415) 346-6006. so0TllEliN cALrl.'o$NtA

Toal Thr, advertlslng and new8, 573 So. Lake Ave., Pasadena, CaIl- fornia 91101, Phone (213) 792-3629 or (213) 192-40ga. NEW YOBII

Hal K. Porltz. advertltlng and news, 369 Lexlngton Ave., New York. New York 1001?. Phone (212) MO 1-0380.

Editortal Ofiices

WESTERN LUMBER & BUILDING

MATERIAT,S MERCHANT 18 DUb. Itshed monthly at 573 So. Ia'ke Ave.. Pa.sadena, Caltf. gll0l, PhorG <2L3) 752-3623 or (213) 702-400E bv California Lumber MerchanL Inc- Please address all correspondence to Editorial Offices. Secondclass Dostase rates Daid at Log Angeles, Calif., and additional offices. Advertlsing rates upon request.

Subscrlntlon lietos"-U.S., Canada" Mexlco-and Latln Amerlca: S4one year: El - two yeaH: Sg - thlee year-s. orierseas: l&5-one year; $8- two vears. Slnsles coples 50/. BacI( coptis ?51 whdn avallable.

Subscbipttons

Cholge of Addrest-Send subscrlp- tlon orders and address changes to Clrculatlon DeDartment, Westerrr Lumber & Bulldlns Materlals Merchant. 573 So. Lake Ave., Pasa' dena. Callf. 91101. Include address label from recent lssue if pos8ible, Dlus new address, zone number or Zip code.

The Morchent Magazlno Serves the members of the:- Artzona Retatl Lumber & Bullders SUPPIY A88o' ciation. Phoenlx; Lumber Merchants- Associatibn of Northenr Callfornia, Los Altos; Montana Buildins Materials Dealers A88oclatlon.- Helena: Mountaln State! Lumbei" Dealeri Assoclatlon, Salt Lake Citv and Denver; Lumber Associatioh of Southern Callfor! nla. Los Anseles: Western Bullding' MaterlalAssociation, seattle. IIIE IIERCHAIII is an independ,ent mxlgaziru publi.sheil nxonthfu for those 'rnernbers of the lumber and build,ing materials industri,es usho need and' want fo,ctual, accurate news Mrl' @n objecti.ue annWsis of wents and, prod,ucts of cow cern to them in busi,ness.

DIRECT MItt SHIPMENTS lcl from 2 million feet

PHONE: Vlctoria 9-3109

THornwall 2-2784

20 EAST ALAMEDA AVE. BURBANK, CATIFORNIA

More Deoler Ads Needed

FARLIER this year, it was our pleasure to co-u sponsor, with the Lumber Association of Northern California, a contest to judge the efiectiveness of dealer advertising. By so doing we hoped to encourage dealers to do more and better advertising.

The response to the contest was good. It was apparent that many of the entries hai spent their time and money wisely on their advertising and it showed it.

But at the same time, we wondered about those others who show no interest in advertisins or do a ho-hum job when they infrequently advertise. Like so many in all businesses, they pay lip service to the need, think it is vital for the other fellow, but somehow never do a good, or even adequate job of it for themselves.

These are the people we want to discuss here. And don't be too quick to turn the page, you just might belong to that group. Those who see and hear advertising, go out and act upon what they've been interested in by advertising, then turn right around and say their company doesn't need any.

A constant cop-out among non-believers is that everyone knows them, knows where they are. knows what they sell, etc., etc. We think they are living in a fool's paradise, and that's putting ii mildly.

All across the West, there is a constant ebb and flow of people moving from one area to another.

The Greater Seattle area is almost literally awash with newcomers from all over the United States. Denver grows by leaps and bounds from an influx of new people. California continues to gain I,000 new residents each day.

Do you really think they know your yard has been there for 20 years, or 30 or 50? Do you really think they give a damn? You know the answer to that as well ,as we do.

The public, particularly the newcomer, won't go to you. He can't he never heard of you. And if he had, he doesn't know where you are. The only thing you can do is to reach out to him, via advertising.

We are not forgetting your regular customers and neither should you. The same need to advertise to permanent residents exists.

They forget and are distracted and lured away by the advertising of other, more aggressive firms. Recall the old adage that the constantly wooed wife remains constant. The same soes for customers in business. Experts say that much of the new car advertising is done to convince the man who has already bought that he did the right thing. It strives to keep up his enthusiasm so that he will buy again when the time comes.

The successful merchant advertises continuously because it pays him to do so. Don't you think it's time you did as well?