Western Lumber a Building Materials

Features

LEAD-OFF OF THE MERCHANT'S BUSINESS FORECAST FOR '68

WWPA TAKES A LOOK AT TT{E LUMBER MARKET FOR NEXT YEAR

LASC'S ANNUAL MANAGEMENT CONFERENCE "BEST EVER''

SHINGLE AND SHAKE SALES TO SOAR IN '68

INCREASED CROWDS AT ANNUAL MANAGEMENT SEMINAR

REDWOOD SALES ACTIVITY LOOKS STRONG IN'68

GROWTH FROM FINDING AND FILLING A MARKET NEED THI] AUTOMATED SALESMANSMOOTH SELLING SERIES

MATERIALS DISTIRIBUTORS OPTIMISTIC FOR '68

PLYWOOD ASSOCIATION FORECASTS UPTURN

NLBMDA CONTINUES ITS REORGANIZATION EFFORTS

NATIONAL FOREST PRODUCTS WEEK GETS GOOD HONK

FRIDAY THE 13TH CONCAT SPARKS BIG MEETING

STAG ANNUAL AT CLUB DRAWS A GOOD CROWD

WOOD MARKETING, INC., CONTINUES ITS SUCCESSFUL PLAN

MASSIVE MANUFACTURING PLANT SERVES ENTIRE WEST CONSTRLTCTION WILL PICK UPF. W, DODGE FORECAST

NEW PRODUCT PROFITS

Publiaher A. D. BeU, Jr.

Manrging Editor David Cutler

A$aociato Edltor anil

Aalvortisinc Proiluction

Riahard Heckman

Circulatlon Department

Martha Emery Publishers Representati vcs

NORTHERN CALTFORNIA & PACIFIC NORTHW'EST

Max coolr, advertising and news, 420 Market Street, San Francisco, Calilornla 94111, Phone (415) Yukon 2-4797.

SOU'I}II'RN CAIII'OIINIA

Jerry lltcl(ey, advertislng and news. 412 West Slxth Street. Lot Anseles, Callfornia 90014, Phone (213) MA 2-4ffi5 or MA 2-0670.

CHICAGO

N.C. "Budd" Bellow, advertising and news. 11250 South Halsted Street. Chicago, Illlnols 60628, Phone (312) ?48-3351.

NDW TOBK

Hal I(. Poritz. advertising and news. 246 Fifth Ave., New York, New' York 10001. Phone (2].2) Murray HiIl 4-6733.

EDITOI'IAL OT'FICES

WESTERN LUMBER & BUILDING

MAfERIALS MERCIIANT is published month.lv at 412 West Sixtb Street. hE Angeles, California 9t 0t4.'Phone (213) llAdison 2-4565 or MArlison 2-06?0 bY Californla Lumber Merchant, Inc. Please addiess all correspondence to office of Dubltcation. Second-class postage'rates paid at Los Angeles,.cal. Advertising rates upon request' Subscriotiorr ftates-U.S., Canada' Mexico- an(l Latin Amerlca: $4one year; $7-two years; $9-th-r-ee vears. Overseas: $5-one Year; $a- iwo vears. Sinsles copies 50y'. Back copieis ?51 when available'

Chance of Address-Send subscrip- tion orders and address changes to Circulation DePartment, Western Lumber & Buildins Materials MerChant. 412 West Sixth St., Los A4seles. Calif. 90014. Include adtiiess' tanet from recent issue il possible, Plu.s nelv address' zone number or zlp cooe.

The Merchont tllagazino serves the members of the:- Arizona Retall Lumber & Bullders SUPPIY Association. Phoenix; Lumber Merchants' Association of Northern California, Los Altos; Montana Buildins Materials Dealers Association.- Helena; Mountain States Lumbei Dealeri Association, Salt Lake Citv and Denver; Lumber Association of Southern California. Los Anseles: Western Building' MaterialS Association, Seattle' THE MERCHAIIT is an ind,epend,ent rn&gaz'ine published, rnonthlu for those nxernbers of the lttmber and builcling materials industries uho need and want factual, accurate news and an objectiue &nalAsis of eaents and products of concern to them i,n bustness.

"The Nome of the Gome is living"

\f/E FIRST heard this expression from a re' Yv tailer at the Forest Products Merchandising Council meeting last month in Williamsburg, Vir' ginia. He was telling us about the upcoming nation-wide promotional program, instituted by the National Association of Home Builders (NAHB), to influence the public to aspire to a new home or apartment. This theme will be used:

By NAHB: The Name Of The Game Is LivingExplore a New Home Today.

By National Manulacturers: The Name'Of The Game Is Living-Explore New Homes Built with Materials from XYZ Company.

By Local Home Builder Associatiltns: The Name Of The Game Is Living-Explore California Homes Today.

By Associate Members: The Name Of The Game Is Living-Explore a New Total Electric Home Today.

See the possibilities? For the first time in history a program to ofier the buyer a better way of lifea new home-has come out of the lecture hall into real life.

The action? At the local level to increase real estate market activity-ad mats for local newspapers; counter cards; press releases; matchbook covers; bumper stickers; badges and buttons; banners; posters and bus cards. At the national levelmagazine, radio and television programs and ads.

Mr. Retailer, a program devised to bring traffic to your door will start this spring. Manufacturers will be coopelating. A highly placed stafi man of a national association remarked to the distribution section of the lumber industry at the Merchandis- ing Council, ooWe got your message loud and clear," referring to their repeated admonition to 'osell the whole house" concept.

We think this breakthrough will benefit every' one connected with home building, and certainly the retailer. Need we suggest that an ofier by the retailer to cooperate with his local home builder association in the local aspects of this program should pay handsome dividends?

New Directions

fN A BROADER vein we note with pride and r pleasure what might be called "New Directions" in the Forest Products Industry.

Too long the industry has sufiered in virtual silence when certain individuals and organizations identify it as "despoilers," 'ocut and get out artists," oorobber barons."

At the recent meeting of the National Forest Products Association in New Orleans it became apparent that not only are its leaders aware of the danger but are taking positive steps to bring the industry story forcefully before the public and the body politic. Witness a first ever two day Legislative Action and Public Afiairs Seminar attended by 50 top legislative and public relations executives from all segments of the forest industries.

It was a think session and no action was taken. Good solid recommendations for improving the industry's image were evolved, however, and referred to appropriate committees.

Another long step on the road to "one voice for the industry." We pray this brain child continues marching.