Lett@ rD s

, A LEGAT WARNING

David Cutler, The Merchant, 573 South Lake Ave., Pasadena, Calif. 91101

Dear Dave:

In other years our stories of merchandising appeared quite often in The Merchant, but the following should be of greater interest to the retail business'

We apparently originated the name and use of the word "Lumberteria" many years ago and upon application the Secretary of State of the State of California has awarded us the Certificate of Registration of Service Mark for the word "Lumberteria." The Service Mark Registration is #388 as of March 11, 1969, and is good until 1979.

It is not our intention to crucify others that maybeusing this word but as the legal owners we expect to restrain others from using it.

It would appear that you would be serving the trade the better with this announcement and frankly, possibly reduce the blood letting from legal confrontation where necessany.

For those that do not care for the bloody news it might be of general interest to many to know that this company was founded 65 years ago in Boulder Creek, in this location for 60 years and the writer starts his 31st year since purchasing the company. We are both eligible for Medi-Care.

Yours trrrly, &lwin \il. Pohle

President Southern Lumber Company 1402 So. 1st at Alma San Jose, Calif. 95110

Wib Program

David Cutler

The Merchant Magazine 573 S. Lake Ave. Pasadena, Calif. 91101

Dear Dave:

The recent Lumber Employer's Council and Local 2288 of the Lumber and Sawmill Workers' IJnion contract negotiation for a new contract ended, as you know, utithout including the clause for wood promotion. Thus, the funds which made possible the "Wood Informa,tion Bureau" have been shut off, and the "Bureau" is closing down its functions. It may be informative to your readers to know what WIB's activities were:

(1) WIB maintained a complete library of both general and technical information,which was furnished to architects, designers, builders, schools, government agencies, etc.

(2) WIB maintained an advertising schedule designed to (a) promote lumber and wood products usage, and (b) to stimulate inquiries for informatio'n from WIB's library.

(B) Considerable publicity was cr'eated in local and regional publications on various uses of lumber and wood products (a recent example was the July 22 story entitled, "U. S. Urged to Release More fimber to Ease Shortage of Housing" in the Los Angeles Tim,es.).

Essentially, the prime service of the bureau was to supply specifiers with a central "clearing house" of information which was readily available to them. Secondly, the publicity which was generated gave exposure to wood usage heretofore not seen in important media.

We have several projeets currently underway which may be completed as they may be funded by remaining funds in the WIB account. They include preparation of leasing brochures for a proposed Construction Industries Center Building currently planned for a site adjacent to the Horne Furnishings Mart in Los Angeles, Another project is a series of Lumber Industry Seminars for architects and builders. We will do what we can on these projects until funds run out, and we then hope someone else, perhaps the Lumber Association will pick up this work and run with it.

I believe the reasons why the wood promotion fund has ceased to exist are these:

(1) As I predicted four years ago, the fund would not continue unless other managementunion contracts in this area would also include similar promotion clauses. I was told by a union spokesman that their men were not in favor of sup- porting wood promotion any longer as men under other contracts "didn't have wood promotion, but did have sick leave."

Specifically, I think that the failure of the big harbor yards, and the Orange County yards, to include wood promotion in their contracts was the fundamental reason union leadership of Local 2288 could not convince their men to continue the fund.

(2) A second reason is that many owners of lumber and wood products businesses do not think "promotion" is necessary.

Incidentally, I was also told by a union spokesman that he believed that another factor was that the negotiator for management, for personal reasons, wasn't inclined to want the promotion clause to continue and consequently never really supported it in negotiations.

Personally, I am sorry to see the fund discon'tinued, as I be lieve promotion is necessary if the industry is going to broaden usage of its products and increase its profit margins. But, it is quite evident that most retail lumber yard operators do not agree with me. I am also happy to say that there are some substantial people in the business-like Bob Wells, George Ryan, Ed Stoner, Al Newkirk, Stu Harris,-to name a few, who do think promotion is beneficial.

Sincerely, James W. Cooper

J. W. Cooper & Co. 1111 Wilshire Blvd. Los Angeles, Calif. 90017

CUT, NOT ROT

Dear Dave: succEssFur r.ooK

We were inspired to read Wendell Barnes' letter in your' last issue.

Surely, the most pressing need confronting this country is new housing-both suburban and in low cost urban projects. But with high interest rates and fluctuating lumber prices the 26 million new unts' goal recedes further and further into the sunset.

If only the government would release certain of its timber areas to cutting rather than letting millions of bf. rot away annually. This would lower costs and impart a substantial boost to lumber supplies.

Certainly it's time our government began serving its citizens rather than acting as a hindrance to good business and a drag on necessary housing construction.

Sincerely, Bob Sheridan Albuquerque, N. M. 87101.

Dear Editor:

In sales or in anything else you can't beat a successful appearance. You can't sell home improvement to a customer without first selling yourself and the clean, up-to-date appearance of your retail display area.

When my wife and I were touring the country recently while on vacation we savr many run down yards. Needless to say, the impression was terrible. I wouldn't use a yard like that for raising chickens much less buy something there.

Your July editorial on the look of success is great advice to everyone.

Sincerely, Charles Hannon Portland, Ore. 9?201.

The National Home Improvement Council was created for the sole purpose of expanding the remodeling market. As the representative of all segments of the industry-builders, dealers, contractors, manufacturers :ind associations-it encourages home owners to enjoy better living through home improvement.

N.H.I.C. meets with FHA, congressional committees and industry leaders on your behalf to recommend programs to stimulate home. improvement.

. It holds management clinics for local businessmen to help them create successful home improvement promotions.

It publishes remodeling training manuals, reports industry trends with anewsletter and has distributed thousands of training courses to remodelers by mail.

Through a comprehensive public relations program, it reaches national magazines and countless newspapers with feature stories on the advantages of remodeling.

. It distributes booklets by individual industries directed at increasing the total home improvement market.

In cooperation with you, N.H.I.C. can set up a program to stimulate home improvement in your area. N.H.I.C. will provide full details on such promotions as a home improvement school, special newspaper sections, a Home Improvement Time and many other promotions. By displaying the National Home Improvement Council sticker on your door, you reap the beneflt from a nationwide program which directs home owners to N.H.LC. members as reliable home improvers.

Fill out the coupon below for further information about the N.H.I.C. ... and your free copy of "The Challenge of the Great Society to the Home Improvement Industry."

The aclivities ol N.H,I.C. are suppoiled by the Jollowing organizalions, among olhers:

Alcoa Building Producls, Inc.

Aluminum Slding Assoclation

American Gas Associallon' Inc.

American Plywood Association

Andersen Corporation

Bird & Son, Inc.

C€raain-Teed Products Corporalion

Electric H€ating Assoclation, Inc.

Evans Producls Company

The llintkote Company

Forest l'iber Products Company

Formica Corporation

GAF Corporation

Gas Appliance Manufac(urers Association

Georgia-Pacifi c Corporation

It helps you make more sales and profits by giving you an opportunity to work with other leading firms on the industry level. You can use the Council as an advisory service to keep abreast of developments. ,. participate in education, publicity, promotions and public service programs. In short, it is the quickest way to develop more sales and profits in the multi-billion home improvement market.

IIome Improvement Marketing Consultants, Inc.

Ifouse Beautiful Magazlne

IDS Credit Corporation

Johns-Manville Sales Corporation

Kaiser Gypsum Company, Inc.

Masonite Corporalion

Middle Atlantic Lumbermens Association

National Gypsum Company

National Lumber & Building Mat€rial

Dealers Associalion

Owens-Corning Fiberglas Corporation

Philip Carey Corporation

Sears, Roebuck & Company

'Standard Screw Company

The Tappan Company

United States Gypsum Company

U.S, Plywood-ChamDion Papers Inc.

I'vestinghouse Electric Corporation

Weyerhaeuser ComDany

Whirlpool Corporation ln 1968 approximately $12,000,000,000was spent for home modernization. Sources indicate a $69 billion backlog of modernization exists in the United States, with an additional $16 billion developing each year.

Foduont waated 25t a word, tnlnlnun 2 wordr (ul wordr : 0450). All others 85/ a word, mln. A) words (20 words : $i|.fi)). Phone number counts as o4e word. Boxed adr tE extra. Fancy headllne or bordem li2 extra. Box numbered ad8 add $1.

HELP WANTED

ESTABIISHED CAIIFOTBNIA lumberand wood products wholesale dlstributlon company has openings in the San Franclsco and Los Angeleg areas for experlenced and ambltious men, Salary plus commission and fringes. Average salesman earns $20O0 per month alter one year. Write box 6 c/o this publicatlon. (Our people know of thts ad.)

ACCOUNTING IiIA1\IAGER. Dynamlc growlng publlc company requires accountant to assume responsibiuty for entire accountlng duties of West Coast dlstrlbutlon centers. Submlt resume to box 5.