HARD OD LUMB R

o Top Quality Hardwood Lumber Products and Programs o Qualified Hardwood Sales Staff o Prompt, Dependable Service

- Complete Inventories o Fast, On Time Deliveries -

. Superior Value Backed Weyerhaeuser Customer Guarantee

. Weyerhaeuser's Strong Commitment to the Hardwood lumgg:llgustry

Available Throughout The West From & Weyerhaeuser's Customer Seruice Centers ,,ffi on

Alaska & Hawaii

Serving 13 Western States

Edltor-Publisher David Cutler

Senior Edltor Juanita Lovret

Assistant Edltor David Koenig

Contrlbutlng Edltors Dwight Curran, Gage McKinney. Ken Thim

Art Director Martha Emery

Staff Artist Carmen Wollerman

Circulrtion Lynnette A. Perkins fhe Merchant Magazine (USPS 79656000) is published monthly at 4500 Campus Dr., Suite 480, Newport Beach, Ca. 92660, phone (714) E52-1990, by The Merchant Magazine, lnc. Second-class postage rates paid at Newport Beach, Ca., and additional offices. POSTMASTER: Send address changes to The Merchant Magazine, 4500 Campus Dr., Suite 480, Newport Beach. Ca. 92660.

Advertising Offices

Advertising rates upon request.

I--rom all states east of the Rocky Mountains: Contact Jean Waggoner Gogerty, national sales manager. From Arizona, Nevada and California: Contact David Cutler. Both may be reached at (714) 852-1990 or by writing 4500 Campus Dr., Suite 480, Newport Beach, Ca. 92660.

From Washington State, Oregon, Idaho, Wyoming, Montana, Utah, Colorado, Northern California and Canada: Contact Carole Hofm at (206) 774-37'73 or 21819 7?th Place West, Edmonds, Wa. 98020.

Change of Address-Send subscription orders and address chanses to Circulation

Dept., The Merchant Magazine,450O Campus Dr., Suite 480, Newport Beach, Ca. 92660. Include address label from recent issue ifpossible, new address and zip code.

Subscription Rates-U.S.: $1 l-one year; $17-two years; $22-three years. Foreign: one year payable in advance in U.S. funds-Canada or Mexico: air-$35; surface-$3O; South America: air-$55; surface$30; Asia: air-$68; surface-$30; Europe: air-$98; surface-$30. Single copies-$3; back copies-$4.50 when available plus shipping & handling.

The Merchant Magazine is an independently owned publication for the retail, wholesale and distribution levels ofthe lumber and home center markets in 13 western states.

DAVID CUTLER editor-publisher

Gramps is in, iunior is out

A F-TER two decades of emphasis on the frl youth market, demographics are increasingly identifying older consumers as the hot new market for the 1990s. The so-called mature market is growing rapidly while many younger segments are actually decreasing. By the midnineties more than twenty percent of the population will be 55 or older.

With per capita income twenty-five percent above the national norm, older consumers account for twenty-five percent of new car purchases and thirty percent of food purchases. Three-fourths of those over 65 own their own homes and eight out of ten are mortgage free. We're talking serious money here.

All companies need to be aware of this important market segment and howthey can most effectively serve it. Just asselling the youth markets took a special sensitivity, so too with the older group. Retailers, for example, need to ensure that suppliers are providing products, packaging and other services needed to compete for seniors' dollars. In packaging, sometimes it is as elementary as having larger type on the product, an acknowledgement that eyesight wanes as experience grows.

Clerks and cashiers need education so that they have the understanding to properly relate to older customers. Seniors often complain that younger clerks assume that everyone with gray hair must be deaf and probably senile. Like all customers, those over 55 expect to be treated with respect and to have their problems treated with consideration and dispatch.

It will be interesting to see how our industry copes with this major shift in the people part of our business.

When you want the handsome, long-lasting qual ity of redwood lumber, come to Georgia-Pacific. We offer everything from garden grades, rustic sidings and trim to architectural grades of Bee, Clear and Clear all-heart. Our dedication to a Dry Program means more choices for you!

Our Common Program is both S-Dry (19o/o or less) and green. We do it naturally on our ocean bluffs with cool breezes off the blue Pacific. And as a final assurance of quality, G-P is a member of the California Redwood Association and the Redwood Inspection Service. So look for the grade stamp on our lumber.

Get the powerful advantages that only the finest in redwood lumber can provide. Rely on Georgia-Pacific to deliver the Redwood or Douglas Fir you neetl. Both are available through our * work. To find out more, simply call the Fort Bragg mill at7071964-0281.

HARDWOODS of all types used by: