THE SOUTHLAND

By WAYNE GARDNER

executive vice president

A fPW vears aqo the Lumber Asso^fl,ciation of -Southern California picked up an idea from an organization known as the Wood Information Bureau to promote wood and wood products.

An advertising campaign was started on an every-other-month basis in a publication that was sent to architects, engineers, specifiers and other persons who could help cause lumber and wood products to be used. This was supplemented by an ad on alternate months in a magazine basically for contractors. With each ad an insert allowing anyone to request literature or information was included.

The ads contained pictures of what was considered to be unique uses of lumber.

Measurement of the effectiveness of such a program is difficult. In looking at responses they have been found to generate requests for over 500 pieces of literature per month. And duplications (from the same firm or two months in a row) are eliminated. This doesn't include telephone calls for literature or assistance.

Within the next month, LASC will have a man in the field calling on these same architects to see if additional assistance can be offered them.

The number of requests, both in writing and by phone, indicate a real desire on the part of designers, architects, engineers and contractors to know more about the product lumber as it is sold by the retail lumber distributor in southern California.

LASC, as one of its primary aims, will continue to promote to those