SOUTHERN PINE YELLOW

Southern Yellow Pine ranks in many strength properties as the strongest of soft- woods. Long lasting under heavy wear; high bolt and nail holding power; high retention of wood preservatives.

Try o u r wel | -m anu fact u red SOUTHERN YELLOW PINE 2x4's!

August

Lumber Association of Southern California -.Aug. 13, board of directors nreeting, Ritz Carlton Hotel, Laguna Niguel. Ca.

Los Angeles Hoo-Hoo Club - Aug. 14. golf & dinner. Costa l\{esa (iountry Club. Costa Mesa. Ca.

Western Hardwood Association - Aug.20-22, grading school, Thunderbird Inn. Kelso. Wa.

Wood Moulding & Millwork Producers Association - Aug. 20-23, summer meeting, Rancho Bernardo Inn, San Diego, Ca.

Humboldt Hoo-Hoo Club - Aug. 21, golf tournament, Baywood Golf & Country Club, Arcata. Ca.

W.O.O.D., Inc. - Aug. 31, annual golf tournament, Heatheridge Country Club, Denver, Co.

HouseWorld Expo - Aug. 3l-Sept. 2, sponsored by The lnterlace Group, international housewares industry show. Convention Center, Las Vegas, Nv.

September

Lumber Association of Southern California - Sept. 9, Second Growth dinner meeting, Hyatt House, City of Commerce. Ca.

Western Wood Products Association - Sept. 12-15, fall meeting, Sheraton lJarbor lsland Hotel, San Diego, Ca.

Yakima Hardware Co. - Sept. 13, market, Yakima Convention Center, Yakima, Wa.

Hoo-Hoo International - Sept. 13-16, annual convention, Seattle Sheraton Hotel. Seattle. Wa.

W.O.O.D., Inc. - Sept. 16, membership luncheon, Holiday Inn North, Denver, Co.

Morse Hardware Co. - Sept. 21, market, Holiday Inn, Bellingham, Wa.

Bygg-reis deg '87 - Sept. 25-Oct. 4, Nordic Building Exhibition, Sjolyst Exhibition Centre, Oslo, Norway.

American Architectural Manufacturers Association - Sept. 27-Oct. I, fall meeting, Marriott Desert Springs, paim Springs, Ca.

Woodmac Asia 87 - Sept. 30-Oct. 3, forestry, woodworking & furniture supplies show/conference, World Trade Centre, Singapore.

October

Western Hardwood AssociationOct. 7-9, fall meeting, Red Lion, Portland, Or.

National Building Material Distributors AssociationOct. 10-13, annual meeting, Caesar's Palace, Las Vegas, Nv.

American Plywood AssociationOct. l2-13, annual meeting, Red Lion/Columbia River. Portland. Or.

National Lumber & Building Material Dealers AssociationOct. 15-18, annual convention, Marriott Copley Place, Boston, Ma.

American Hardware Manufacturers Association - Oct. lg- 21, national hardware converltion, co-sponsored' by National Wholesale Hardware Association, Sheraton Centre. Toronto. Ontario. Canada.

National Hardwood Lumber AssociationOct. lg-Zl, annual convention, Washington Hilton, Washington, D.C.

Mergitant Bill Fishman I

Bill Fishman & Affiliates 11650 lberia Place San Diego, Ca.92128

Tgg PRINT ads are gerting better.

IThere is more variety and a greater sense of urgency in the home center and building material dealer advertising. Color is being used more effectively. lllustrations are crisper. Headlines are clever. The formats, ranging from tabloids, flexies and catabooks. to color comic fold-outs, are exciting and efficient.

While most major advertisers in our industry have learned to maximize their advertising dollar there are still a number of retailers who do not understand the function ol retail advertising.

Advertising is not a panacea. lt's a communication vehicle. Advertising is a means to meet individual store and corporate sales goals.

Advertising can: o bring in traffic o sell specific items at advertised prices o create long range image position both store-wide and by department

. introduce new product categories o introduce new items

. create impressions such as the store's value image

Advertising can not: o overcome high prices or bad merchandise

. compensate for a poor location or limited hours or bad facilities

The Merchant Magazine overcome the image of discourteous and/or unknowledgeable salespeople or poor systems and procedures or unrealistic credit policies.

Some retailers don't realize that they are running a clearance ad 52 weeks a year. The operator that waits 'til the newspaper salesman is in his store on Tuesday to pick up the advertised list of merchandise to be run on Thursday, is making the newspaper wealthy, but probably hurting his position in the marketplace. When the retailer shouts to the back room, "Tell me what we've got enough of to run in this week's ad," he's presenting in print what his customers are telling him they don't want his overstocks. That is not what advertisins is all about.

Consider not running the ad during a short week or weekend, if you've nothing to say or if you're facing poor floor coverage.

If you've got nothing to say to the public, say nothing. You will spend your advertising dollar much more wisely if you run your ads less frequently and with greater size and impact.

(Please turn to page 29)