W

Two more for Two Guys

T HE strict divisions of the past I as to what kinds of stores would be expected to sell lumber and what wouldn't continue to blur as more and more merchandisers include lumber departments in new stores and convert existing units to include the selling of lumber and related wood products.

One of the larger chain operations in the West, Vornado, Inc., which operates the Two Guys Discount Department Stores (18) and the Builders Emporium stores (41),

Story at a Glance

Lumber depts. added to newly renovated stores run by Vornado, Inc., operator of scores of discount and mass merchandiser units in the West reaction to new depts. has been excellent.

made sure that a lumber department was a priority item when they recently refurbished two of their units in the greater San Diego area.

Formerly operating under the Unimart name, the two stores, one in Chula Vista and the other in El Cajon, were completely renovated and had lumber departments added. Both now carry the Two Cuys name.

The basic reasoning behind the addition of lumber departments was to make them more completely fill customer needs for a wide selection of home-oriented merchandise and that, naturally, had to include lumber.

Reaction to the stores has been excellent and customer enthusiasm has been reflected in strong grosses during the initial period that the units have been operating.

Westem Lumber and Bulldlng Materlals ilERCHAITIT

mony with the industry to solve conservation problems.

A good lunch was followed by a stirring address by Philip Robertson, v.p., marketing, of Daniel Yankelovich, [nc., a New York opinion research firm. Emphasizing plummeting confidence in big business, Congress, the federal government, the military and education, he suggests that the main objective of communicators should be to establish "mandatory minimal trust."

The Merchant Magazine hopes to bring you a fuller report on these important speeches in succeeding issues as they come available. We believe they are indeed newsworthy and of real interest to our readers.

years ago the AmeriForest Institute was

Today, the forest industry has a viable, aggressive organization, manned by top professionals, doing a first rate job of communication (read education and public relations).

Somewhere along the line talk turned into moneynot enough yetbut sufficient to put real life and guts into the Institute. Credit goes to industry leaders who formed the Forest Industries Council, which set goals and, praise the Lord, raised money. They are supporting a fine effort. Here's why.

Meeting for two days in Portland, during October, Dr. George Cheek, exec. v.p. of AFI, put on a fantastic show for industry communicators.

First, retiring president Ben Cancell reviewed AFI progress from its rebirth three years ago to date. A staff review on the second day went into detail, and is reported below.

Officers elected for the coming year are:

President

.Jack Gray

First v.p. ....Gene Brewer

Second v.p. ...Russ Hogue

Treasurer .....Ben Cancell

Asst. treasurer ......Bernita Joice

The theme of the meeting was "America's Forest Industry in Tontrnorout's World,." To tell the story, Cheek recruited three outstanding speakers: (l) Jules Bergman, science editor. ABC Television; (2) Gerard Piel, publisher, Scientific American, and (3) Dr. Alfred Kreft, president, Issac Walton League.

Bergman pointed out, by a free use ofstatistics, that the public has been bombarded with so much propaganda by self-serving groups

Story at a Glance

For the first time, the American Forest Institute is alive and well and doing a bang up iob as the PR arm of the forest products industry. that the real truth is unknown. Thus the public is not aware of the terrific waste in power development and transmission, the internal combustion engine, medical care and many more. An interesting prediction: By the year 2000 we must construct as many houses as now exist in the U.S.

Piel's talk concerned itself primarily with a comparison of availability of natural resources for the next fifty years. The U. S. must increase its current production of lbrest products 5 times in the next 50 years. Piel thinks this can be done with a program of integrated technology.

Dr. Kreft pointed to the fine educational program for children on the subject of natural resources developed bythe Issac Walton League. He also pointed out that the League was working in close har-

Thursday afternoon was spent very profitably viewing the Western Forestry Center, an experience recommended highly to all.

Friday brought staff reports on progress in 1973, and a preview of the 1974 Forest Industries Council's communications program. It was pointed out that the program had:

(l) Mobilized many varied industry associations. (There are over 400),

(2) Developed a series of regional programs,

(3) Enabled the staff to present over 150 reports to industry communicators and others.

The advertising theme for 1974 will be 'oTrees are Renewable." Plans include duplicating opinion leader coverage and increase public coverage to many millions with schedules in Time, Newsweek, Sports lllustrated and New Yorle Tim.es Magazine. AFI's publication CreenAmerica and, others will continue. Regional education seminars for teachers will continue. The 1973 tours of the woods for newsmen will be expanded and tours for Congressional staff personnel will be added.' The Tree Farm program, which is supervised by AFI, will be expanded.

The most remarkable feature of the two days was the showing of a newly developed film entitled "Forests Are For People." This film is (Please turn to page 22)