HOGAN.SLIDE ALUi lNutt WINDOWS

By RADCO

AN ATTRACTIVE TRADE AND PROFIT BUILDER, because of its many appealing sales features. Goes with any architectural style-a true beauty for looks. Easy to install and to operate and keep clean. Also easy on your customer's pocketbook; a welcome and refreshing innovation these days. Outstanding is its complete weather protection feature. Hogan products have long been famous for enduring quality.

CAIL OUR 'UTETAI.

PRODUCTS DIVISION FOR PR.OFIT.MAKER,S AND VOLUME-BUIIDERS

Our enlarged Metal Products Division carries complete stocks of building materials that retail lumber merchants can buy with confidence-products that are wanted, that yield a satisfactory profit and build volume.

Hogan Wholesale is headquarters for Aluminum Casement Sash, Horizontal Sliding Windows, Patio Doors, jalousie Windows, Awning Windows and other equally fine types of modern metal products for homes, industries and institutions. Windows are shop glazed at our plant-and aluminum beads installed. Complete units shipped to you, ready for your customers to install.

LOOK TO HOGAN WHOIESALE FOR THE BEST IN AIUfrTINUM WINDOWS AND DOORS AND SUPERIOR BUITDING PRODUCTS around the country, although it would not reach every community at the same time.

He also said that the Administration in Washington had been deeply impressed with the way home building and home improvements had led the country out of the recession and that housing undoubtedly will receive more favorable attention in the future.

Reporting as chairman of the Committee on Education and Merchandising, Paul Ely said the committee has recommended that the Retail Lumber Training Institutes, which have trained 7000 men from 4600 yards, be made a responsibility of the individual federated associations.

He said the Committee also had approved new programs involving analysis of lumber dealer advertising, dealers' experience with new and remodeled stores, and improvement of the Merchandising Calendar.

Stuart S. Caves, Jr., chairman of the Materials Handling committee, said excellent progless was being made in unit loading and mechanical handling but that more support was needed from individual dealers. He urged dealers to demand and buy lumber by the package as a means of encouraging more manufacturers to participate, and said dealers should be willing to take the packages as they come, instead of insisting that they meet exact specifications.

IIe reported that manufacturers are becoming steadily more enthusiastic about the potential savings to be realized and called for more test programs at the local level so that more people will see at first hand the principles involved and the savings that can be realized.

Predicts "Prosperity Through Salesmanship"

Calling for full-scale creative selling to expand markets and boost sales throughout the building industry, Melvin H. Baker kicked off a four-day series of business meetings at the recent NRLDA Building Products Exposition. The chief executive and chairman of the board of National Gypsum Company said that industry must recognize the

American consumer's changing tastes and cited the need for marketing research in the building materials field.

"Our industry has been trying to sell our production rather than finding out what the consumer wants and then producing it," he stated. Taking manufacturers to task for their "general lack of good salesmanship," Mr. Baker charged " . we have emphasized what to sell rather than how to sell it."

Mr. Baker pointed also to the need for better salesmanship at the retail level, asserting that millions of dollars spent each year on efficient methods of production, distribution, and advertising are wasted when the customer is'