IOS.CAL TUMBER COTNPANY

Whofesqle SUGAR P|NE Disfributors

LUdlow 2-531t Dlctributfng

Pond. Plne Gleors Cednr

White Fir Speciol Detqils

GARDEN REDWOOD, | 958

The campaign to make your customers aware of the many advantages of using Garden Redwood (an assemblage of the grades of redwood which are used in extending living to the out-of-doors) will be continued in 1958. Already on the press is a new edition of the popular "Garden Redwood Ideas from California," a 16-page booklet with many illustrations in color. Individual copies are available to your customers by writing to CRA--or you may order imprinted copies (at cost) from the California Redwood Association.

Att ABOARD the "\lllestern Pine Emeryville & Western R.R.- (rhe shortesl ond widest rollrood in the Wesr), which octuolly consisls of two old McCloud River R.R. cobooses brought down from McCloud by Phil lflcCoy qnd refurbished for entertoining. In the fronl row ote Americon Lumbermon's Dexter Johnson, WPSCO's ficCoy, Jim Henderson, Pete Heord, Vickie Sqrkision ond Jerry Griftn service and quality products along with a complete faith in the retail lumber -dealer as the logical source of materials for the building contractor.

IThe futuie of building materials distribution lies with the progressive lumber dealers," McCoy told The MERCHANT then, "and the future development of Western Pine Supply Qo. will remain geared to the needs of these dealers."

In view of the recent award, and Western Pine Supply's continued success, it rvould appear that McCoy's faith in his lumber dealer customers has been well founded.

A completely new envelope stuffer (in color), with many new ideas for fence design using Garden Redwood, is now available. Free newspaper ad mats, counter cards, and window streamers are available by writing to: Service Library, California Redwood Association, 576 Sacramento Street, San Francisco 11, California. (Ask for the new data sheet, Supplement to 5C-1, Redwood Sales Promotion Aids, listing available literaturq and costs of having your name imprinted thereon.)

Morkstrom ond Mqson Firm Esroblished in Norlh HollYwood

H. E. "Brownie" Markstrom and L. A. Mason, well known Southern California lumbermen, have joined forces and opened wholesale of,fices at 11478 Burbank Blvd., N9'1th Hollvwood. California, as M & M Lumber Sales. A full line of ali Pacihc coast species of softwoods will be handled on a direct-shipment -basis from sawmills in Oregon and Northern California. The new distributing firm will handle shipments via rail or trirck-and-trailer,- "Brownie" said. 'fefephone number for M & M Lumber Sales is STanley 7-0435.

LfflA Students Tour Areo Yords

(Cpntinued from Page 19) members of the class through his precutting operation, which engendered considerable discussion among the group due to the uniqueness of the operation.

IJpon arrival in San Jose, the group was divided into three sections and, in turn, visited three vards. First was Cheim Lumber Company, where Leonard'Kramer explained seve_ral interesting activities of his firm and escorted the group through the store r,vhich has received so much publicity in trade journals.

Southern Lumber Company, the second of the retail firms visited, proved to be of exceptional interest-both because of its almost IW% consumer trade and the excellent merchandising and display practices employed by Hosts Ed Pohle and Marvin Nelson.

Inasmuch as the firms represented by members of the class primarily serve both consumer and contractor trade, the groups next visited Doud Lumber Company, which oredominantly serves the contractor trade. This -tour creited considerable interest as llosts Lee Doud and Al Hansen explained maTy..of .the advantages and disadvantages in servlng a specialized trade.

The-day was.both interesting and rewarding-but, without a doubt, tiring-and the vely pleasant par-tv hosted bv Dealers Doud and Hansen for the group *as i refreshin! and pleasant interlude which was genuinily appreciated and enjoyed by members of the class.

-No.t on-ly did the party offer an opportunity for some relaxing la-ughs, but indiVidual members had an oppor- tunity to disc.r-ss among -themselves some of the p-r:ac- tices they had observed and to become bettef acquainted with each other.

After leaving San Jose, the group next visited Merner's of Palo Alto, where Host Wendell Scott conducted them through the store and yard and showed in practice many of the merchandisllg techniques which he hah explained [ur- ing his talk on Wednesday.

As the tour neared its conclusion, a final yard, progress Lgmber Company of Redwood City, was visiied and seieral mill operations, storage ideas, etC., were observed by the group and discussed by Wendell Scott.

Scott also outlined his program for consumer clinics, one of which was in progress, in a further effort to stimulate high-profit, home-consumer sales.

-It was, without exception, a very weary but very wellinforme.d group which r-eturned to the hotel that evdning- after almost 15 hours of observing profit-making idias employed by a rapidly changing induslry.

Friday, the concluding day of the course, continued at the verv rapid pace as Ken Jorgensen of the West Coast Lumbermen's Association led off wittr an interesting slide program showing Characteristics of Various Graiies of Lumber.

AII sizes - dqf C&Blr Douglas Fir lrnd Ciear llearl Redwood lumber

Depend on us for all sizes from 1" to 6,' thick, 4" and wider up to 18" in width, and 8' and longer up to 32', in dry vertical and flat grain C&Btr Douglas Fir. In dry Clear Heart Redwood, we ofier every size up to 6" thick, 4" to 24" wide and 6' to 24' long. Ask for the folder "Hardwoods are Easy to Buy" describing many other lumbers and specialties Higgins distributes throughout the West.

"A lumber for euery purpose"

Attorney Samuel Shenk of San Francisco stressed the lmpor_tance of being aware of the various provisions of the Lien Law and told-of the Brotection it offired members of the. industry. 9" occasion-it takes a great deal of courage to implement the protective sections of ttre law but, as A]t- torney Shenk reported, the law can be no more beneficial than the utilization of it by those to whom. it afiords pro- tection.

Credits and Collections, almost without exception, remain a continuing problem to many firms (not in this industry alone) and the importance- of utilizing varying collection techniques for different classes of iiade -wai highlighted in the discussion by Tom Samuels of Buildine Material Dealers Credit Association, who discussed contrac-tor credits, and George Peacock of the Merchants Association, San Jose, in his report on consumer credits.

Both of these gentlemen have had many years experi- ence in their respective credit fields and stated repeatedly that the best 'n'ay to avoid a credit problem is throrrgl-r a denial clf creclit to marginal risks, eitl.rer contractor or consumer. Both stressed the need for a sit.rgle. resptinsible credit-granting authority, r'vhether it be a creclit nlallager' accountant, manager or o\\'ner. N'lany <-lf the prr.rblems- to u'hich the granting of credit gives rise, clrn be f urther eliminated through regttlar zrnd tinrely exchanges of iniormation betu'een firms.

Advertising and Public ltelations-certairrlv interrelated subjects, are assttming contirrrrally increased iurpor.tance to tl-re industrl' as clealers ltecrture more merchandising conscious, reportecl Lunrber N{erchar-rts Ass<-rciati<ln 1'resident Flamilton H. Knott of the Yosemite Lumber Companv. Fresno. It is his belief, he told the class, that neu-spaper adr.ertising offers three Prit.n:rrv advantages to the industry or.er other media: l generally los'er per thorrsand coverage cost, 2. nomrally lesJtechnii;rl knouiledge needed in the preparation of the ad in vierv <i{ the mat services available, ancl 3. col-rsumer retention and readership of the message is probably greater inasmuch as it r.nay be read at tl.re reader's cclnvenience as Opposed t<-r single-spot announcements.

- Appr<rxim:fiely 60/c, of the dealers are t-oday regularll' using ne\\rspape; advertising vs. 33/r for radio and but (i/r' for TV. Aclditionalll', about 331 use direct tuzril, nrnny rvith goocl results.

MrlKnott gave tl.re class examples of ad make-u1l, including variotis rvays of designing.an ad to.achieve preferred*page-placement relative to other mate,rial appeari-ng on the-page. In addition to stressing the advantages of a sustained advertising program, he recommencled that dealers should employ various checks to determine the effectiveness of their current a<lvertising media-including tl.re use of "yellorv pages."

Mr. Knoft, ln his remarks regarding a pul>lic relations program, noted that the entire firm should be oriented louard the primary goal of good public relations, and suggested that each employee lle appraised of his role as a public relations atlbassador for the organization, u'hether Le be an oflice employee, yarcl or counter man, or truck driver, for each employee in his contact rvith current or potential ctlstomers u'i1l have a marked effect on that -most valued of public relations-"1'ord of mouth" advertising.

Subject of "Price" Met Head-on

The concluding topic or.r the program t'as Marketing ald Salesmansl'rip anil the "n'ho-done-it" of the industry-Price -\\ras met head-on by Jack Wickert, sales promrltion director of Schmidt Lithograph Company, rvhen he stressed the importance of not mere11,' quoting a price ltttt of selling lrrcrduct cluality as u'ell as an organization u'hich anticipzrtes ihe desires of lts trade, including making the cttstonrer feel that his bttsiness is truly appreciatecl.

Price, he noted, certainly is impttrtant, l-rut it is not the onlv reason for an order. Convenience, credit, free estimates' heliful advice, procluct quality-and an orgltniz,zrl\on n'hich stands back of its merchanclise-certainlv contribttte more to a successful sale than a 1lrrtfitless clttotatirtn. I're pointed ont.

Outstanding presentations or ttnliurited planning do not of themseh,es make for a successful training cotlrse unless there is both ir.rterest and sul>stantial inquisitiveness by those 'n.ho participate in the course. Certainly each membe_r of the Management Group possessecl and exercised both these characteristics, n'hich in large measllre contributed to the successfttl and informative l'eek through a revierr' of management prirrciples ancl the introduction of merchanclising tethniclue,s-THll PROVEN KEY TO INCIIEASEI) 1'ROFITS.

The 1957 I-NIANC Nlanagement Course t'as ably planned and conducted to its successful conclusion llv Kenneth Buck of the Association staff. Additional cotlrses for early 1958 will shortly be announced by the Lumber Merchants Association.

fhrough quolified iobbers

PTYRONldeol for cobinet doors, shelving ond underloyment for plostic overloys. Mqnufoc?ured in 4x6 ond 4x8 ponels with your choice of three quoliry surfoces:

Avoiloble in ony quontity on qll mill shipmenlsby Truck-&-Troiler or Roil.

161 8 El Comino Reol DAvenport 4-2525

Soles Agents for