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Some of our finest woods went to build Sailing Ships and fine San Francisco Buildings

Since then, Allen and Higgins Lumber Co. was destroyed during the 1906 earthquake and fire, only to reopen in four days to help San Francisco rebuild after the catastrophe.

In the years that followed, we proudly supplied much of the exotic woods for such landmarrs as William R. Hearst's San Simeon Castle, the Flood Building and the reconstruction of St. Mary's Cathedral.

After the ups and downs of the depression, the war years and another devastating fire in 1969, J. E. Higgins rebuilt again. determined to offer a wider range of products, larger inventories and expanded customer services.

Now, with 8 major distribution yards plus drying, milling and moulding facilities, this commitment to customer service continues with us today. In 1883, J. E. would have insisted on it.

HARDWOOD SPECIAL ISSUE

Hawaiian Hardwood Producer Closes Operation

Memphis Lumbermen's Club Has National Roster

LegendaryAll-Wood Flying Boat Finds New Home Brand New Breed of Hardwood Retailer Emerges

Hardwood lmport FirmTakes lts Fifth In Style

More Attractive Hardwood Available From Fiji

Oldest Hardwood Concern In West Going Strong

Weyerhaeuser Modifies Distribution Policies

Sunrise and Parr Merge Interests, Facilities

Self-Exam May Reveal llls Of Delivery System

Inventory Thrives With Thought, Preparation

Producers Are Enthusiastic, Full Of lmpetus forces Knowl edge

The Merchant Magazine

Publisher Emeritus A.D. Bell, Jr.

Editor-Publisher David Cutler

Associate Editor Juanita Lovret

Assistant Editor Andrea Holm

Contributing Editors Dwight Curran, Al Kerper, Gage McKinney, Ken Thim

Art Director Martha Emery

Staff Artist Carole Shinn

Circulation Dorothea Creegan

The Merchant Magazine (USPS 796-56000) is published monthly at 4500 Campus Dr., Suite 480, Newport Beach, Ca. 92660, phone (714) 549-t393, by The Merchant Magazine, Inc. Second-class postage rates paid at Newport Beach, Ca., and additional offices. Advertising rates upon request.

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Editoriat

DAVID CUTLER editor-publ sher

Grab, touch, feel

f f IHILE few in the business fail to notice the UU beauty of various hardwoods, many seem to miss the message that this intangible quality can be utilized as a tangible part of the sales effort. This can be true whether the hardwood is utilized in a mundane industrial application or in a breathtaking piece of bookmatched paneling. Whichever the case, it doesn't cost any more to talk up the beauty as a sales feature.

Wood has the marvelous quality to cause peopleto want totouch it. The whyof itwe'll leave to the behavioral researchers. More important here is that its tactile qualities can be used to move the product, just as its physical beauty can. This is particularly applicable in a retail situation. Rather than merely stacking pieces of hardwood in a rack, why not add an attractive sample section. Put up a sign that says:

We hope you share our love of wood and appreciate its beauty as we do. Feel free to pick it up, to touch it, feel it and smell it. Enjoy.

The alert seller should encourage his customer to relate to the product, especially when an item such as hardwood has such natural, unique qualities. By encouraging the customer to pick up a sample, you are involving him not only in the inventory, but in that indefinable ambience that successful stores some how generate while the failures don't.

We often hear cynics say that price is what sells. We'll buy that in about ten percent of the cases but not in the other ninety. Too many other factors can and do trigger the human psyche to make a purchasing decision.

We think the hardwood industry still has an enormous potential to romance its products.