Good Merchandising Aids Creafe Business For The Progressive Dealer

'oToday's building materials business is going to those dealers smart enough to capitalize on the wealth of good merchan. dising aids available from manufacturers and associations," says Western Pine Association promotion director Leo Beckstrom.

"Never before have there been so many good brochures and pamphlets available to assist the dealer in selling the odream' or the'idea' to the consumer," says Beckstrom. "The aggressive dealer today can put an army of creative talent at his disposal with a little efiort."

Beckstrom, who heads up the promotion efiort for 'Western Pine, world's largest lumber producers association, points to WPA's own euccessful o'Projects {or Profits" series of dealers' aids as proof of his statements.

"We're entering our third year of extensive help to dealers, and we think our program is on€ of the best promotional efrorts we've ever undertaken," Beckstrom states,

The purpose of Western Pine's program is simple. The giant lumber association creates specific booklets covering difierent home remodeling projects, then ofiers the booklets to cooperating dealers to give to their customers.

"Take our latest project, indoor storage," Beckstrom says. ooW'e put together a colorful 8-page booklet entitled oCreate Useful New Indoor Storage' and illustrated it with many examples of storage ideas. Hints to the homeowner on where extra storage may be found, tips on how to do-it-yourself, and other consumer-oriented suggestions are contained in this booklet.

,VIANY DEALERS PARTICIPAIE

"We have 1,500 dealers signed up to perticipate in our program, and each of them receives a quantity of these booklets, plus a rack to display them in, store banners calling attention to the pamphlet, and newspaper advertisements ofiering the literature," says Beckstrom.

"This is the ninth project booklet we have created; others have covered the subjects of paneling, outdoor storage, built-ins, fhe homeowner's urge lo creole more indoor stor096 epoce is provided in the lotest series of nine difierent "how-fo-do-it" booklets produced by WPA for use by reloil deolers. This set of woll furniture is one of ideqs contoined in booklet ,,Creqte Useful New Indoor Sloroge" produred by Wesiern Pine Associolion. carports, sundecks, fences, and vacation homes, the Western Pine executive reports. ooEvery sale of building materials starts

Results dealers have achieved durine the first two years of this program haue *b""rt "far beyond our initial expectations" according to Beckstrom.

Western Pine Associolion lllurlrotes its lotest consurner "how-lo" booklet with finishad exomples of built-ins like lhis ona in q child's bedroom.

The booklet, "Creote Useful New lndoor 9toroge" is mode ovoilqble lo deolers to give lo customers os spur to increosed renodeling moleriqls business.

(Continued on Page 61)

Wesiern Pine Associotion pronolion leoders get set to mqil quqnfitios of the q:soriofion's lolesf remodeling booklet, "Ceote Useful New Indoor Storoge." Leo Beckstrom, leff, WPA promofion director; Elyo Johnson, promolion depqrlment 3ecralqry, ond Andy Brown, McConn-Erickson odvertising ogency Pccific Norfhw€si rnonogel cnd qccounl exscutive on the Western Pino Associqtion cccounf, ore shown.

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Tnnzer Heods Morkeling Assn.

Hershal M. Tanzer, Portland lumberman, has been elected president of the 45-member Western Lumber Marketing Association, 2t/2-year-old organization of sawmills and wholesalers in Oregon, Washington, California, Montana, Idaho, British Columbia, and Alberta.

Also elected during the WLMA's annual convention in Portland were Denby Mackie, Timberlane Lumber Co., Eugene, filst vice-president; E. R. "Ted" Taylor, V. H. Steele Lumber Co., Ltd., Vancouver, 8.C., second vice-president;. Doug McKay, Alexander Lumber Co., Seattlg third vicepresident; William Andrews, Alpine Lumber Co., Portland, secretary, and Edward

W. Moshofsky, Whipple & Moshofsky Lumber Co., Portland, treasurer.

Named to the WLMA board of directors were James J. Heneghan, Pacific Forest Products, Inc., Seattle; Arvid Thorstensen, Cooper-Widman Ltd., Vancouver, 8.C., William P. Ketcham, Henry H. Ketcham Lumber Co., Inc., Seattle; Roland M. Wirt, North Pacific Lumber Co., Portland; Clint C. Neely, Neely-Nelson Lumber Co., Medford, and Ernie W'ilson, Wickes Lumber C,o., Medford.

Tanzer's first message to convention delegates was brief:

"A major problem facing the lumber 'business is that of keeping distribution and sales expenses down in a time of rising costs and in a market which will not absorb higher selling prices. We are continuing to do everything possible to find more efficient and lower-cost methods to keep the nationwide distribution of lumber competitive. o'The only efiective long-run answer to the problem of Canadian imports is to increase our productivity and forest utiliza. tion by perfecting more sophisticated products, the greater use of mechanization, and more efficient distribution to the ultimate eonsumer€ of lumber.

"Altlough lumber moves principally by rail, other methods of transportation are finding increasing acceptanoe &mong con. sumers. The lower freight costs of water shipment and the great€r speed of truck deliveries are changing the distribution'pattern and if the 'Jones Act' is amended there will be a much greater movement by water than heretofore."

Tanzer's organization sponsored, and is currently awaiting a decision on, a petition to the'W'estern Railroad Traffic Association to initiate a new tarifi with the Interstate Commerce Commission which would allow rail shippers of west-to-east lumber a S-day hold enroute free of any penalty demurrage charges and would allow a $3 per day charge by the carriers for an additional 7 days of delay in movement.

The WLMA's new president is vice-president of Buckeye Pacific Corporation, the west coast division of Forest City Enter.

You can speak freely, we're on your side!

We'd rather serve you than swerve you from choosing the materials you prefer for your job. Alter 45 years of experience in this field, our goods and services carry a bonus of specialized know-how that's yours {or the asking. Bgt we'll never intrude on your' freedom of choice. We respect your independence, just ar we insist on ours . and brainwashed selling is not our dish. If you like it that way, drop in . anytime.

Time-saaing seraice on:

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Born in Portland, Tanzer graduated from Reed College in 1948 and entered the lumber business the following year. He joined Buckeye Pacific in 1952 and became a cotporate officer in 1960. Tanzer has served on the WLMA board since 'that group's founding.

Americon Hordboord News

Paul B. Shoemaker, president of the

American Hardboard Association, has appointed William Franck, United States Gypsum Company, Promotional Committee chairman; George Matter of Weyerhaeuser Company, chairman of the group's Technical Committee; and F. Russell Eggers, Nu-Ply Corporation, to the post of chairman of the Association's Production Committee.

Shoemaker also appointed three vice chairmen: Earl Hadland, Masonite Corporation, Promotional Committee; O. W. Frost, Masonite Corporation, Technical Committee, and O. B. Eustis, Abitibi Corporationo Production Committee.

Donald Linville continues as executive secretary of the Association.

New York Lumber Associotions Working Towords A Merger

Joint announcement was made by the Presidents of the New York Lumber Trade Association and the Greater New York Lumber Industries, Mr. Theodore Monk and Mr. Simon Miller respectively, of a unique plan which is being put into effect as the first step towards an eventual antici. pated merger of the two important lumber associations of New York City and envi. rons,

Briefly stated, the plan is for a 'otrial marriage" during which the two associa. tions will work side-by-side while trying to overcome the obstacles which make a full merger difficult to achieve immediately.

During this trial period, which is targeted for a three months period which started November lst, the two associations will retain their separate identities and maintain separate but adjoining offices at ll West 42nd Street in New York City.

In taking the first step of this trial period leading to a merger, accord has already been reached creating a new position as Executive Director to run the operations oI both associations and later head up the merged groups. Named to fill this new post was Curtis H. Mees, currently Executive Secretary of the Greater New York Lumber Industries.

Committees have been appointed from both associations to work with the new Executive Director in coordinatin6 the interim operation of these two powerful lumber trade groups. Additionally, frequent meetings of the Board of Directors of both associations have been scheduled for joint sessions to resolve policy matters.

As with most groups having common business problems, the prospect of a merger holds out the potential of expanded services, the elimination of duplicate efiorts, a greatly improved Public Relations outlook, and a greatly improved position in the association and lumber industry fields.

Weyerhoeuser Advonces Welch

Raymond F. Welch, formerly sales representative for Weyerhaeuser wood products at San Jose, has been promoted to manager of the firm's North Sacramento, Cal. distribution center, Area Manaqer D. H. Bishop announced from Daly CiIy.

W'elch ,earlier was an industrial sales representative for the wood products firm at San Francisco. His experience includes ten years in building materials retailing.

The North Sacramento warehouse is one of four Weyerhaeuser distribution centers in northern California with stocks of clear and common lumber, hardwood and softwood plywood, hardboard, particleboard and doors to supply dealers. The others rim San Francisco bay at Oakland, San Francisco and San Jose.

Helping the Cquse of Wood?

What lumberyard in one of Los Angeles' suburban communities featured a shinv aluminum Christmas tree in its store window during the holiday season? And this is an operation that is a big retailer of wood and wood products!

Maybe their business has been too good ? A small point this, perhaps, but not so small when you consider that the use of wood needs everyone's promotion-and that the ootraditional warmth of wood" is one of the greatest selling points.