LONG I BELL &k$3wd

Each strip of Long-Bell Oak Flooring is precision-machined for perfect fit! This process reaches beyond the mere accurate stage. Hairline tolerances are observed throughout this processing. That's why it's such an easy, time and labor-saving job to install Long-Bell Oak Flooring.

The edges and ends of every strip are machined to the most exacting standards-so that they join together for a smooth surface. And the work goes fast.

Plans specifying Long-Bell Oak Flooring result in unmatched, classic beauty-a beauty that is preferred by thousands of modern home buyers over any other type of flooring. And because of this preference, dealers handling Long-Bell Oak Flooring plan on high volume sales. Builders are assured of economical installation and quick finishing.

It's the uniform high quality that has made Long-Bell Oak Flooring first choice in residential construction today!

'One-Stop Shopping' ls Here--qnd These MERCHANTS Are Proving lf . . Woodlond Ycrrd ls Modern Merchcrndising Mqchine

Within the past few years, hundreds of California dealers have become "lumber merchants" in the 'true sense of the rvord. Like all businesses, the retail lumber dealer has nndergone an extensive evolution in merchandising since the early postwar days, a period of massive "pre-sold" tract developments and a general seller's market condition.

In recent years, the dealer has suffered a variety of ills connected rvith tract and subdivision business: his susceptibility to tremendous credit losses has greatly increased, he has found himself being circumvented by certain manufacturers and producers, even legitimate competition on tract n ork has forced his profit margin down to the barest of minimums, and, on top of everything, the volume lumber business itself has become "politically seasonal" and unstable. In the face of all this, the growing do-it-yourself movement and custom-home building business begins to take on added appeal.

This is not to say that lumber as such is becoming less important in the dealer picture. Lumber is and always rvill remain the lumber merchant's basic commodity, his stock in trade. However, the hundreds of high profit "tie-in" items that can go along with a lumber salb are becoming more important to the dealer who is in business to make a better profit.

"One-Stop Shopping" is here, and the smart dealers are becoming lumber merchants in order to cash in on it.

The latest vi'orthy addition to the new concept of lumberyard merchandising, and the first in that community, is the Motroni-Heard Lumber C.o. in Woodland, California, a yard operated by Douglas O. Motroni and Frank E. Heard. Tl.re partners prevued their 1957 model shorvroom rvith a gala grand opening celebration, held Friday and Saturday, December 7 and 8.

The neu' showroom, which entered the planning stages during 1955, is of a functional, contemporary design. The showroom front presents real appeal and 'rsales invitation" through the use of redwood framed glass partitions which run the full width and height of the building. The entire front is set back under an overhang which also conceals night-lighting. A flagstone planter box running the full length of the front completes the inviting appearance of the showroom.

I{owever, the Motroni-Heard showroom is not just an attractive monument. Inside, the partners have incorporated the latest and proven methods of successful lumberyard merchandising: low, modern island displays; pricetagged and departmentalized inventory (everything has its orvn department here), a remodeling and home planning department, a tool rental department, a check-out counter located in such a manner that it draws customers through the entire store, a separate contractor's office, and, above all, a well-trained and courteous staff to manage the store.

Partners Motroni and Heard heralded the grand opening for several months beforehand, utilizing both the MotroniHeard mailing list of some 1,000 names and Woodland's "Daily Democrat" newspaper. The result was that over 3,000 people attended the two-day opening and registere<l for some $1,000 in door prizes. Drawings were held every half-hour throughout the opening, and those not present to claim their prizes .ivere notified of their luck the next day in a big Motroni-Heard ad in the "Democrat."

The Nlotroni-Heard Lumber Co., located in a commur-rity of some 11,500 people, has ah.vays had its share of business but, as the partners put it:

"We are out to get all the business we can. Competition is increasing every day and good solid merchandising is becoming more and more of a factor. We feel that our new showroom will give us an increased hold on our existing business as well as opening up an entire new field in the domain of do-it-yourself.'l Partners Motroni and Heard originally joined hands to manage the business in April of 1950; however, Heard hirnself has had an active interest in the business since 1938.

Originally, the concern was estallished in 1933 by J. G. Motroni, succeeding the J. G. Motroni Mill & Lumber Company, Ltd., then a corporation. J. G. Motroni continued to operate the business until 1938, at which time the business name and inventory was acquired by Heard and Guido Motroni. This partnership remained in effect until January of 1948, when J. G. Motroni re-entered the partnership by purchasing the interest of Guido Motroni. However, Frank Heard continued as active manager, J. G. Motroni electing to act in a silent partner capacity. On April 23, 1950, J. G., Motroni died and his interest passed on to Douglas O. Motroni, who is now active as assistant general manager.

In addition to the brand-new "merchandising machine" that Motroni and Heard have constructed, the partrrers have also installed other volume boosters in recent years:

The Motroni-Heard Lumber Co. belongs to Woodland's Welcome Wagon, an organization set up to acquaint neli, settlers with the services offered by local merchants; the yard also holds a highly successful "cats and dogs" sale twice a month, it runs regular specials on seasonal items; in addition to bank financing, the firm has also established a revolving credit plan, as suggested by LMANC, and used effectively by other big merchandising firms such as Sears Roebuck Co. Last but not least, Motroni-Heard lets everyone know what it is doing through the effective use of direct mailings and the consistent, professionally designed "Lanky Planky" nervspaper ads.

In conclusion, we lvould like to repeat a bit of poetic genius run off by the partners in commemoration of their grand opening and the conclusion of 23 years of doing business at the same stand. The bit goes as follows:

Welcome friends-just as of yoreIn our n€w, convenient store!

Just look around, see for yourselves

The merchandise on many shelves, The goods in many new displays

Arranged in strictly modern ways. You'll find that everything is new, Except the same old courteous crew, To serve you well, each one and all, And be your order large, or small ! Your business $'e are grateful for And hope that you will see us moreDon't take that for a lot of nerve: WE BUILT THIS STORE TO BETTER SERVE! -Frank and Doug.

GAREHIME CORPORATION designed the new showroom for lhe i/lolroni-Heqrd lunrber Compony in Woodlond, Colif,, using ftxlures monufoctured by Doley Store Fiitures. In the pcnel of three photG ot the for left, nofe tha trend owoy from high, cumbersome islcnd disploys; these islonds srond only 48 inches high, ore designed to disploy c mximum inventory ond srill give on uncluttered, spocious oppeoronce. The islond disploys ore perpendiculor lo lhe slore-front, cllowing o smoolher 0ow of foot trofFc to oll points in the store. fhe reor woll feotures gorden ond tool di:ploys on 7-fool wall shelving, complete with ccnopy ond indirect lighting. Two islqnd disploys and on entire corner of 35(X)-sq. fi. showroom (lower lefi) cre devoted io pdints ond point supplies, o big item with do-it-yourself trqde; clso notice newly developed PG&E-engineered light fixtures qchieved by running o single lOGwqtt fluorescent lube th:ough c squqre plortic housing.

Douglos Motroni (lefr) qnd Fronk Heord (behind counter in top lefi photo, below) discuss opening with two old cu3tomars; Deoler Heord is now lhe moyor of Woodlsnd cnd o direcfor of rhe IMANC, borh pqrtners ore oclive in community ofroirs. Note the profusion of f,orql gifts ot opening in top righr photo, below. Jerry Grifiin, solesmanoger of Wes?ern Pine Supply Co., demonsfroting "Firehood" permonently instolled in qctuol operotion (lower lefi). Woyne Dohl (lefi) of the Gorehime Corp. looks over porl of the grond opening crowd in lower right photo