FIR PTYWOOD - DFPA

Two Californio Mills-Roil or T & T 4x8 4x9 4xlO

D.F.P.A. Erecutive Tells 1960 Promotion Story

The plywood industry's 1960 promotion effort, with emphasis on how jobbers and retail dealers can use it to boost their own sales, was explained to large audiences in nine cities recently by John Ritchie, advertising director for the Douglas Fir Plywood Association.

Ritchie spoke to groups in nine carefully selected major market areas, presenting a detailed program aimed at acouainting trade channels with the details of the associa- quainting of tion's reiord high $5.5 million 1960 program. ,n's record high square feet for 19ffi, an increase of more than a billion feet from 1959, and described the areas in which the association feels the greatest gains can be made. reand

He covered new developments in plywood product search, structural research, componerlts; advertising merchandising.

Ritchie, who started in ,fr. production line, has been with the DFPA 24 years. He began as a quality-control supervisor in the early stages,of lhe associalion's quality program. Subsequently he headed up the quality supervisory staff and later the DFPA laboiatory, -where he played an important part in the further development and refinement of the industry's quality-control procedures as they exist today.

Ritchie discussed the industry's sales goal of 8.5 billion

He organized the association's special products department, which he still heads, and he added the title of advertising director a few years ago. Result-Ritchie is one of the few men in the business who is equally at home with production, research and promotion people.