Promotion pays off

By Keith Lanning Executive Vice President & General Manager California Redwood Association

ffi*'.'tH

$50 billion each year on home improvement and that figure has been growing while the housing industry is at a standstill. Though there is strong competl- tion in the home improvement market, redwood holds a unique position as a result of over 70 years of promotion by the California Redwood Association.

In 1983, California Redwood Association will accelerate its promotion to the growing home improvement market while continuing to promote all uses of redwood to architects, builders and consumers. Studies have shown that manufacturers who promote and advertise during poor market conditions can increase their market share and re- tain this advantage when conditions return to normal.

Soon, do-it-yourselfers will learn about a variety of redwood remodeling projects on the national PBS-TV series "This Old House." This popular series follows the complete renovation of a home and is aired by over 250 stations of the Public Broadcasting System. This season, CRA is working closely with the series producers as they demonstrate some of themanyuses of redwood inside and out of the house.

(Please turn to page 33)

Story at a Glance

LDJ lndustry support signs continuefavorabIe: the prime lending rate down to 11.590, lowest since Sept.'80; variable rate mortgages as low as ll t/+ 9o I FHA/VA mortgages at l2Vt: a flat inflation rate; slight stirrings of an uptick in consumer confidence; lumber inventories at their lowest levels since 1973.

More companies at all levels report intpro,-ed sales and business activity as the rvorst year for wood since the 1930s comes to a close trade f'actors and experts alike are virtually unanimous that 1983 will be an improvement over '82...

While housing starts were up in Oct. by only l9o (latest figs), bldg. permits for future construction rose a thumping l8To, bolstering talk that the longawaited housing recovery really has begun starts totaled l,|22,AOA on a seasonally-adjusted annual basis .

Single family housing starts were up | .3V0, multis crept up 0.5V0; during the lst l0 mos. of '82, 868,400 starts were made, down 9.690 from the year earlier fig. builders and realtors across the West are seeing more traffic and selling more new and used homes then they have for manymonths...

The wood industry has gained backing in its opposltlon to California Energy Standards with the election of George Deukmejian as gov.; he has opposed the Ca. Energy Commission and government involvement in business and commerce . The SP, St. Louis Southwestern and Santa Fe

RRs have filed suits challenging ICC approvalof the merger of the UP, Mo. Pac. and Western Pacific . .

Willomette Industries Inc. is skipping the stock dividend usually paid in Dec. for this year . Lotrisiuna-Pacific earnings improved for the second straight quarter Masonite Corp.'s net income lor lhe 4th quarter improved to $3,727,000

Sir James Coldsmith will sell off a portion of Diantond International Corp. to finance his takeover which will concentrate on developing and improving the West Coast timber operations & retailing operations Luntberjack Stores has opened a unit in Stockton, Ca., .

An employee buyout of the distribution div. of American Forest Products Co. is expected to be completed by the end of this mo. involved are DCs in Stockton, Fresno, Cerritos and Rialto, Ca., and Phoenix, Az., and their mgrs. Jim Ben Edens will head the new firm, Western Anterican Forest Producls, which is negotiating now to acquire Sou t h west Forest Indust ries' City of Industry, Ca., yard as the new home for the Cerritos operation, since that property is expected to besold...

84 Lumber has closed four greater Sacramento, Ca., area stores . Anderson Lumber, Bountiful, Ut., had a grand "reopening" to mark the completion of a 10,000 sq. ft. expansion and remodeling of its 25 year old store

. Phoenix, Az., planning commission demands continue to hold up the start of construction on a new 84 l-urnber Cn. retail hardu'are & lumber facilitv . .

Brox'nson Lutnber Co., Wenatchee, Wa., is celebrating 50 years inbusiness TerrY Buildi ttg Center, Hollywood, Ca., is observing its l0th year of operation Hqller PhilliPs recently opened a new $400,000, 12,000 sq. ft. facility in Hobbs, N.M. Taylor Lumber Co., Pagosa, Co., is now owned by Taylor Lumber Inc., Everett Babb,pres....

Reel Lumber Service, Ana' heim, Ca., is remodeling its offices. . Grip Rite Internqtionalis the new name for the CriP Rite Group of building material wholesalers . . AII Coast Forest Products, Chino, Ca., has closed its E,ugene, Or., office Dougherl))-Honna Resourc'es Co. has opened a Reno, Nv., office

Roseburg Lumher Co., Roseburg, Or., has agreed to buy L o u isia n a- Pacific's mediu m den' siry fiberboard plant at Rocklin, Ca., subject to FTC approval . . Trus Joist Corp., Boise, Id., will begin construction of a $6.4 million residential Products manufacturing plant at Valdosta, Georgia. .

Empire Paci.fic Induslries, Portland, Or., which has filed for Chapter 11, is negotiating a sale to Timberland Industries Inc., Bellevue. Wa. . . . International Paper Co. has an on-site sales office at its new Gardiner, Or., wood products facility, Al Rega- lia, sales ffigr., with Darrell Nichols and Mark Strickland

Placerville Lumber Co., Placerville, Ca., has shut down its saw mill and planing mill, but is keePing the office open and doing someremanufacturing Reid & Wright, Inc., Arcata, Ca., is expanding its sales office and adding an IBM computer

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