ASSOCIAIED REDWOOD TWttS

Coleman 'Wheeler. President, Santiam Lumber Company, Portland, Oregon.

J. Philip Boyd, J. Philip Boyd & Company, Northbiook. -Illinois.

J. C. Findley, Th_e Findley Lumber Company, Inc.. Cincinnati. Ohio.

William Dean, Random LenEths. Eugene, Oregon.' sflcKs-sroNEs

J. l'. Koellisch. Wood & Wood Products. Chicago, Illinois.

James C. O'Malley, The O'Mallev Lumber Company, Phoenix, Arizona.

T. T. Sneddon. Executive Vice Pres., National Lumber and Building Material Dealers Association, Washington, D.C.

Mace Tobin, Westwood Millwork Company, San Francisco, California.

Wesley Wise, Building Materials Merchandiser, Chicago, Illinois.

George H. Tfeyerhaeuser, Executive Vice President, Weyerhaeuser Company, Tacoma, Washington.

Milton Whiting, Kaibab Lumber Company, Flagstaff, Arizona.

R. R. Canton, President, Canton Redwood Yard, Inc., Minneapolis, Minnesota.

William Dawkins, Western Timber Industry, Medford, Oregon.

Don Dick, California Lumber Merchant, Los Angeles, California.

J. J. Mulrooney, Executive Vice Pres., National-American Wholesale Lumber Association. New York 16, New York.

Dean F. Sherman, Forest Industries Magazine, Portland, Oregon.

C. J. Spahn, Snahn & Rose Lumber -Company, Dubuque, Icwa.

Jack \Milloughby, Gulf Coast Lumberman, Houston, Texas.

Stanley P. Deas, Executive Vice President, Southern Pine Association, New Orleans, Louisiana.

G. C. Edgett, Executive Vice President, West Coast Lumbermen's Assn. Portland, Oregon.

(Continued lrom Page 12) kering obiective3. comtnon grodes, sizer ond stondar,&, hove a d*irc lo idcnrlfy under o cornmon trode mork ond hovo o desira to porfiripofe in o Gomrnon rereorrh progrom. Such o plqn must, howcvcr, rocognize oll of the legol ospcctr involved-it could not bc rcrhictivc of foir compctition, il nusl be ovoiloblc lo onyone who wishcs to loin ond who con quollfy; oll solcr orc left to individuol firms, ond there csn be no ertablirhment gf price; ond podicipstlon in ruch c plon would nr* b trccomry for ooo&llon rnrnrbrnhlp,

It was offered that the industry is not yet ready for such an all encoml)assing marketing program, because of its presently badly divided or 'osplintered" nature. Thus, as a main group effort is apparently not practical, what can individual firms do? Strengthen the quality of their marketing efiort and promotion; place greater emphasis on service, advance commitment and delivery. [t was suggested that in the past too much emphasis has been on productiono too little on sales, too much on cost and tr>o little on service.

There was a recognition of the vacuum oxisting betwcen production and end us€. The industry needs to concentrate upon developing sales engineers to present the c€rse of lumber before architects, specifiers and buyers.

Though it seemed to be generally agreed that "the industry is not presently ready for a comprehensive marketing plan,o' it was also acknowledged that because of the splintered nature of the industry such a plan is needed. A minority opinion, strongly voiced, was that there must be a "Gold Seal" kind of marketing promotion, that the industry has gol to unite under common objectives or suffer further loss of markets.

Final mrjor topic for analysis centered upon the question: o'How can forest products industries in the next decade win greater product acceptance, legislative consideration, governmental understanding and public good will ?

Here, briefly, it was recognized that the industry must plan and conduct a better' more intensive program of public relations; such a plan, however, must be based upon an industry which has achieved a greater unity of purpose. It was suggested that the activities of the many, many associations need to be re-examined and that there must come about a sreater consolidation of their efiorts. It was recognized that the endorsement of the principle of the multiplc use of forest lands will win greater public acceptance and so improve the image of the forest products industry.

In summary, members of the Economic Council of the Lumber Industry during their two-day deliberations demonstrated