First Reports on "Journal" Support DFPA Program Buy

\\ZESTERN FiR plywood indus- W try's first venture into national television advertising with sponsorship of the new NBC "David Brinkley's Journal" has met with unprecedenfed response. First ratings indicate the show is getting to about seven million sets and that it is reaching abost 17 million people per show.

One television writer predicts it will be the first show of its type to crack the charmed circle of the ten top shows on television and NBC says it'igetting more letters than Tack Paar's show draws.

In a preliminary report released to the industry last month, Douglas Fir Plywood Association Advertising Director John Ritchie said, "the show has surpassed every requirement we established for a television advertising vehicle when our industry agreed to the program earlier this year.'t

Reflecting on the varied public response to the first five telecalts of the '[ournal,' Ritchie says, "I think we need to remind ourselrres that we are not in show business ; we are television advertisers. Therefore, we need to pay the most attention to those r.rpotis.t to the show which reflect on its abilitv to help sell plywood."

Ritchie bases his optimistic comments on reports from the various measuring devices used to test popular- ity and audience reaction to t;levision shows and commercials. These devices include commercial rating services (all- important to those insidJthe televiiion industry), measured audience reaction through cards, letters, telepl-rone calls and wires, and newspaper'and maga- zlne revlews.

Newspaper and magazine reviews, gn tle whole, have been very good. For the first two shows at least. reiurns from publication-clipping services show that about 650 papefs h-ave mentioned the show in their editorial columns. In addition, ninety per cent of the daily nertspapers carrying a 'preferred pro- gram' column are listing the .Journal' every Wednesday or the day tie show is seen if it's not Wednesciay.

"One of the most encouraging thines about this DFPA televisi6n "effort],, Ritchie points out, "is the very favorable reaction to the commerciais them- selves. While the final proof rests in the sale of plywood in the months ahead," he says, "nearly everyone in the industry and the trade likes both the styling and content of the commercial thus far."

One of the goals set by the Western Iir plywood industry last spring was that a show be sponsored which would reach an audienc-e of at least 10 million persons. The first show on October 1l was seen by 14,400,000 people in 6 million homes according to the rating service provided by the A. C. Nielserr Company. Nielsen reports that the audience for the second show jumped to 16,800,000 persons in about 7-million nomes.

It is now estimated that the audiertce during December will climb to 17,409,600 people each week.

Another goal agreed upon this spring was that the show selected be one which would draw a quality audience, one which could be expected to influence the sale of plywood.

Los Angeles Hoo-Hoo No.2 Presents leRoy Boys' Home Wirh Xmas Check

The sum of $720.00 was presented to the LeRoy Boys' Home by the Los Angeles Hoo Hoo Club No. 2 as a result of their Steering Committee meeting, held December 11.

Included in the business were the following plans for '62; the election of ner,v officers, the lumbermen's placement bureau, bo'rvling tournament and the Las Vegas excursion.

The next meeting, February 2 at the Ingle'n'ood Golf Club .rn'ill be an open golf and concat. The next steeringJ committee rneeting, January 8.

(TeII them uou sau it in The Californin Lumber Merchant)

$

oudience luned in on the firsl five episodes of the new progron help iusrify rhe foirh of ihe wostorn plywood nonufocturers in selecting rhe NBC.fV progrom cs thc first industry-widc y.nlure into network tclavision.

REDWOOD qnd AtL SPECIES of PACIFIC COAST SOFTWOODS

Direct Shipments or LCL Yord Stocks ' From Relioble Mills

,WAISH TUTIBER CO.

Polm Springs Gonference

(Contr.nued from Page 73)

The Friday session concluded with a discussion on "Distribution Trends and How They Affect the Retailer," moderated by Stanley Brown, Chandler Lumber; participants : Norbert Bundschuh, Myrtle Avenue Lurnber; Charles Clay, Clay Lumber; Dick Freeman, So-Cal Bldg. Materials Co.; and Jim Maynard, Santa Ana Lumber. About this complex subject, perhaps rve can best sum it up by saying that it lvas in the end agreed that better cooperation and understanding between wholesaler and retailer are necessary for the orderly and established channels of business to survive.

Certainly there was a great deal of value to be gained from the two-day panel discussions ; however, we might observe that, in trying to present a top-drawer programwhich it ul1doubtedly perhaps too many subjects were presented in too short a time.

641 Morris Avenue West Covina, Colifornio

At any rate, after two days of hard work, members and guests on FridaY evening shelved the problems of business to enjoy the dinner-dance which was held in the Riviera's main dining roonr. On Saturday many took part in the golf tournament which was arranged by Ken Dietel and Norton Hathar.r'ay.

And, we expect, probably the discussions on holv to do business in the present day cor.rtinued on to the fairways and into the 19th hole.

FOR

PAI'VI SPRINGS PICruRES,

SEE PAGES 34 AND 38.

Wqlnut Associqtion snd Forest Service Teom Up in New Tree lmprovement PIqn

o Prompl, Sotisfoctory Service

EDgewood 7-6669

with the U.S. Department of Agriculture, has been atrnounced bY the American Walnut Nlanufacturers Association.

Financed in part by the association, the program has the primary objective of increasing the nation's walnut timber resources in both quality and quantity, according to Donald H. Gott, AWI\{A secretary-manager.

Extensive research and experimentation will be carried out by the Central States Forest Experiment Station at Columbus, Ohio, a part of the Forest Service, U.S. Department of Agriculture, according to R. D. Lane, director of the Experiment Station. Participating will be station field offices at Carbondale, Ill., Bedford, fttd., and Ames, Iowa.

adequate heritage CAL.PAK CAL.PAK RI DGE

A new tree improvement program, the first of its kind ever undertaken by a hardwood association in cooperation

#l #2 HEAVY RESAWN SHAKES LIGHT RESAWN SHAKES TAPER SPLIT SHAKES SHINGLES & SHAKES Direc] Shipmenfs virr Yqn & Roil HARRY H. WHITE SPruce 5-3409 HEmlock 6-5249 TWX:'IB 5025

Wholesole Lumber

Oceqn Center Building I lO Wesr Oceon Boulevqrd 'long Beoch, Colifornio

Golf lAndscqpe 6-6356

__ W_e re_por!,.4-i" our January 1 issue the appointment of R. V. "Pete" FJurd as manager of the Northein California offices of Standard Lumber eoropatty-location 973 Indian Rock Avenue, Berkeley. And becarise the typesetter hacl dropped a portion of the telephone rrumber. w-e took oarticrrlar pains to re-check the riunrber rvith Standarcl.

_Do.ggone, in the final printing, the numerals of the telephone number were still dropped, and we failed to catch the erro5!

Our apologies to Standard for our omission. and let now remind you that, for Standard Lumber service Northern California, call LAndscape 6-6356.

How Mony Houses Will Be Buih During fhe Coming Yeqr?

_ How many new houses will be built in 1962? Here is a quick run_ down on what some ol the Nation,s experts are forecasting:: tr4eanwhile, the National Associatio' of Real Estate Boards was told at its convention in Mia'ri Beacrr that the U. S. will need 17 rnillion new homes in the nert ten years and that they will have to be better liouses to match the rise in fan-rily incornes. o Prompt delivery by our trucks o Immediate service on "will calls" o Complete milling facilities o Centrally located o Competitively priced

F. W, P^^.4g" Corporation, 1,400,000 units; Fortune Magazine survey, 1,500,000_units; U. S. Savings and Loan League, 1,3i0,000 unit level in 7962's first half ; Economist Miles Coiean: ,;;idhi; reach 1,325,000 units; Wall Street Journal survey of 'mortiage bankers, approximately 1,350,000 unitJ; Bureau of Building l,l"if."et Research, 1,330,000 units; National Association of Homibuilders, 1,375,000 units.; American Builder, 1,400,000 units, National Gypsum Company, 1,350,000 units.

_ .Yomebuilding for all of this year, 1961, shoul(l total about 1,300,000 units.

Taking a shorter look, the Federal Reserve Board consurner survey for october said 5.1 per cent of the families questioned indicated they plan to buy a house within the next 12 months. This compares with five per cent three ntonths earlier.

Large diversiffed stocks of foreign and domestic hardwoods -our yard.

Wolnut Associofion

(Conti.nued, lrom Page 78) wood," I!Ir. Gott reported. "Walnut historically has been the nation's most valued hardwood. It is the wood most widely used for fine furniture and cabinetry and the preferred material tulfilling all requirements for gunstocks, both sportsman and military.

"For more than thirty years, the association, through cooperation with state forestry divisions, has encouraged the planting of walnut trees. Because of this effort, and natural regeneratiou, today's walnut resources are adequate to meet the demands of increased domestic usage.

"The work to date has consisted mainly of collecting and making seed walnuts available and teaching land olvners where and how to plant them. The new program will be directed to developing sources of seeds and cuttings which will yield a maximum volume of high quality wood in the shortest oossible time in the Central States loialities that are suitable for growing walnut."

The improvement program will include research into methods of growing walnut for specific desired characteristics, such as color, straightness, and greater height and strength. This will entail selections based on relative growth rates, rvood quality, resistance to attacks by diseases and animals, and adaptation to specific environments.

More than two-thirds of the nation's walnut sawtimber is located in the Central States, according to estimates by the Department of Agriculture. A systematic search will be made throughout these states for walnut varieties with outstanding characteristics. Eventually, it is contemplated, seedling orchards will be set up for transplanting in areas where superior walnut trees are known to exist or to have existed. Thus propagation will be designed to take place in the choice areas.

The seed nut collection program, in operation for 32 years, is being continued on an expanded scale, according to Mr. Gott. The goal for the fallwinter season of 196l-62, the highest on record, calls for collection of well over eigl-rt thousand bushels. F'ourteen states, also a record, are cooperating through their forestry stations. Their activities are being augmented by collections made by the majority of American walnut manufacturers.

'fhe participating states are Arkansas, Illinois, Indiana, Iorva, Kansas, I(entucky, Michigan, Nfissouri, Ohio, Nebraska, Tennessee, Virginia, West Virginia and Wisconsin.

Nuts are collected during the fall by Boy Scout troops and other organizations and sent to the state nurseries in the quantities requested by each. To assure maxlmum germination, the seeds are stratilied over the winter' Some are planted and developed- into seedlings. Stratified nuts and seedlings then ari made available to land owners in the spring.

Collection of walnut seeds during the two years of 1959 and 1960 totaled more than 15 thousand bushels, Mr. Gott reported. This enabled state agencies - to distribute nearly a half m-illion seedlings and about one and one-third million stratified nuts.

The high prices paid for walnut timber make walnut stands an important source of profit for farmers and other land owners. Unlike some other commerciallv important trees, rvalnut fares better when^planted with other hardwoods than in all-walnut groves' Walnut can be planted in existing woodlands or on open land about the farm, such as areas too small or too rough for other crops, or along stream banks or open ditches. An important requiremenl is moist but well drained soil.

While the supply of walnut is adeouate for the immediate future, Mr. Gott pointed out that the growing popularity of the wood for furniture, wall paneling, kitchen cabinets, TV and hl-fi cabinets and other uses has accelerated the demand in recent years. This factor, plus the long-range needs of a growing nation, is the motivation for t-he association's continuing seed collection and tree imProvement proj ects.

"We wish a happy New Year to all and are looking forward to a prosperous 1962 for our customers, our suppliers and our employees," says Paul Sink, general manager of Mason Supplies, who sees continued growth for the entire industry in the years ahead.