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NLMA 1964- Consumer Promolion

The National Lumber Manufacturers Association has revealed the theme and nature of the 1964 consumer advertising campaign of the National Wood Promotion Program. Developed around the concept "Build or Buy a New Home of Wood Now," the drive will be concentrated in Lile magazine throughout this year.

All ads are two-page spreads consisting of partially completed houses specially constructed and photographed in full color by the world-famous photographer Herbert Matter.

The three basic ideas of the 1964 campaigl, which gets under way with publication of the February 2l issue of Life, are, according to NLMA Advertising and Marketing Director Loren Dorman, to sell (I) the value of home ownerghip, (2) the benefits of owning and living in a home of wood, and (3) the specific advantages of individual lumber and wood product items that are involved in the construction and livability of a home of wood.

"The new themer" scid Dorman, 'orepresents an advance in the over-all objectives and scope of the National Wood Promotior Program. The approach featuring the many beneficial qualities of wood has, we feel, been well established and is being accepted. Emphasizing the use of wood in the construction of better and more desirable houses is based on the fact that home building is the largest single market of the lumber industry."

NWPP's consumer advertising campaign, sponsored by the l7 federated regional associations that belong to NLMA, is designed to pre-sell prospective home owners on a preference for wood products in their homes. Builders and lumber dealers will benefit when consumers express a strong interest in lumber and wood products as the building and decorating material for their indi' vidual homes.

Compony Doubles Kiln Drying Copocity

The recent completion of a new double-track Moore Cross-Circulation Kiln at Schneider Lumber Company, Brownsville, Oregon, has doubled that mill's lumber drying capacity.

The central Oregon mill will now have two double-track Moore Cross-Circulation Lumber Dry Kilns in full time operation.

Equipment for the kiln expansion program was manufactured by Moore Dry Kiln Company of Oregon. Heavy duty dry kiln trucks and specially compounded dry kiln paints were also furnished by Moore.

In the new kiln installation, special Moore prefab fan duct outlet coils and fan pipe prefab center coils give complete heating coverage of all circulating air.

Wlr iouorite St"^7

FAMOUS SAYINGS: Mark Twain was author of the remark that "difierences of opinion is what makes horse races." Bob Fitz' simmons, weight lB5, about to battle 300 pound Ed Donkhurst for the heavyweight title, handed down an immortal remark when he said:'"The bigger they are, the harder they fall." Napoleon said that o'God seems to favor the army with the biggest cannon." Frank [,eahy, former Notre Dame football coach, is reported to have said "prayers work better when the players are bigger." Cromwell gave posterity something to chew on when he told his men to 'oput your trust in God, but keep your powder dry." W. C. Fields left behind him two modern-day epigrarns that will last long when he said "never give a sucker a break" and "never smarten up a chump." And Mr. A. Nonymous left behind the ad' vice to "never try to climb a fence that's leaning toward you, or kiss a girl that's leaning from you."