Weyerhaeuser Advertising To SefYear's Record

The \\'eyerl-raeuser Compaul"s advertising-merchandising program for its broad line of wood products u'ill be the largest in its 62-]'ear history, according to an announcenlent from tlre firm's Tacoma, Wash., headquarters.

Paced by a year-long series of dominant twopage ads in Reader's Digest and Time magazine aimed at 50,000,000 readers, the completely net' consulner campaign carries a dual message: managed forests for perpettt:tl strpply, and quality wood producls from tltose forcsts stlcl) pioducts as primed siding, plywootls, laminatecl ircl'res, preEnished u.ood panelings, <loors, hardboard and particleboarrl.

Shipping containers, food cartotrs, hne papers, fibers and chemicals fronr trees also arc being shou,n, emphasizing the fact that tlre hrm is a u'idely diversified producer of both building rnaterials and pulp and paper products.

Happily and logicalll', tlte catnpaigu meshes outstanding original paintings of wildlife forest scenes and finished wood protlrtcts to scrve builders and industrial users. Createcl by nationalll' famous artists Stan Galli (San Francisco, ('al.) and Jack Dumas (San Raplrael, Cal.), the slrctacular illustrations u-ill be reptodlrcctl in ftrll color, full-page size or larger ior attention valtle ancl leader interest.

Paralleling the consrttrtcr-arll trtisirrg t'am1':Ligtl, is tlre largest ever trade-ad\ertisil)g canrpaign to retail lumber dealers, builders, architects and designers as well as indrrstrial users of lutnber, pinel materials, packaging antl palier proclttcts. hrcluded in the over-all rnerchandising progralll is provision for a varietl' oi clealer selling aids such as in-store displays, sales literature, ancl iclea brochures.

Though combining two separatc and longsuccess{ul advertising prog-r:l1lls, tlre 1962 carnlraign presents a conrpletell' restyled al4lroach antl a new protnotion concept for the 1irm. It reflects the company's integration at.rd crxttinuing strong promotion to brrild conslllller preference for its products.

Weyerhaerrser has a<lvertised its products consistentl-v for over 30 years, making it the leader rrnong all lrunber aclvertisers. For the past decutrle, a separate program featrrring the wildlife pirintings has repeatcd the message of its sustained-yield forest management practices. The c:ol-nl)any estahlislted the nation's llrst tree farnr near Aberdeen, \\'ash. 21 years ago, and the story of a colnpany growing new trees for use 80 1'cars hence excites imagination. The sgperb 1,:rirrtings created to illustrate the perpcttral-forestrl' series have won wide acclaim and helped bring to We1'erhaerrser repeated awards for ad'r'ertising excelletrce.

Thcse ts'o consumer-advertising programs ' one on forcst management, the other on products of the forest are combined tlris year for rlaximum sales-promotion in-rpact. Sorne ads will concentrate on ir single nraterial such as the nelr' c<lqe-marked kiln-dried ltrmber which afforcls proof-positive identification of quality dry franring even a{ter the ltorrse is courplete. Others featrri-e tlre conrlxtt:1''s lrroad line of prodrrcts'

Under the headline, "M/onderftrl things come to 1'ou frorn tltc Weyerl.r:lettser woods," the hrst insertion sttttrtnarizes tlte cotnpany's operatillg lrhilosophy. In part, it says: "tr{aking Jrroducts f rom rvootl is the intsiuess of Weyerltaetlser. \\'e nrust tnrtnagc ortr Iorests l() assllrc a ltever-ctttling strpply. We also try to uake sure tltat onlv a rrodrtt:t of honest v:tltle :m<l c1u:rlit1' sllall lrear otu naure antl symbol.

"For it is only lry puttillg t-\tra c:tre int() ('tlr nrodtrct that we shall cleserve to be rloing busirress u,ith yorrr children an<l grand" clriklren *hcn tlte trees wt: seerl toclal- are reatlv ior lrarvest."

It is a straiglrtfornar<l statclncnt of compaul' purl)ose. -\longside are illrrstrated six groups of its products: 1. -{-Sqrrare softrvood lumber and pl,r'wood. 2. Rilco lanrinated arches and beams. 3. Roddit doors antl Craftwall and Forestglo prelinished paneling.

,1. Cherr-rical and semi-chemical pulp, paper- board and Hamilton fine papers. 5. Shipping containers, r-nilk cartons and folding cartons. 6' Hardboard, particleboard, Ply-Veneer panels; libers, barks and chemicals.

Advertising to building trade publications of Weyerhaeuser wood products includes frequent insertions in all five national builder magazines, 23 national and regional lrrmber dealer publications, antl four national architectural uagazines'

You Nqme lt DePt.

Ileet "Frenchy the Crane", who along with partllers Jack Crane and Ed fireuch, ll'ill be beating his wings in pursuit of business for Crane-F'rencl.r Co. of Walnut Creek.

Only trouble is, though, that the furrin'- speakin' critter needs a nanle -and partners Crane and French have put a bottle of exotic foreigrr booze ou the line for the best suggestion. It migl-rt be noted right here and now that the decision to oPell the contest to thc public canre onlv aiter Ed and Jack had exhaustcd their repertory of ideas for naltring the creattlrc. Un{ortunatell', nlost of thcir icleas r.vould result in tl.re loss o{ our Sc'concl Class nrailing perI.nit.

So hop to the task mett, antl give this herc Iiretrch lrir<l a moniker. But it best be soou tre cause thc last tinre we saw the CrarleF-rettclt coutbiue they were eyeing that prize irith :t rrriglrtl- thirsty look in their eyes!

Bruce Brochure

Rr-uce Ph'\\ielsh I'refinishecl l{ardwo'-'rd Paneling. Attractive full color brochurc l2 species of genuine hardwood paneling by Bruce PlyWelsh' A baked-in finish which l)reserves the natural beauty of the panel iace is <lescribed. Booklet also features prehnisl-re cl ntoltlirtgs itr nine patterns and l l finishes. Installation tips given E' L' Bruce Ply\ft'elsh Co., \femphis 1, Tentressee' s,t

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Trees qnd Products. Feoturing originol pointings of foresl wildlife ond producls thol come from lhe trees' o new Weyerho.ur., co-poiy oiverrising coipoign is oimed or 5g,O0o,ooo consumers' lt is-port of the 1962 promotion progrom tg'.JponJ sol". -of lumbei, plywood, doors.. hordboord, porticleboord, lominqled orches, shipping "orrfoin.o, mill corton: ond other prliucts of the diversified foresf products monufccturer'

Pocific Wood Products Company hqs onnounced the oooointrn.nt of Ewing C. iolvin to its Los Angeles rillc .tofi, He will cssist notionol soles monoger Wolter C. Jennison in pronoting soles of the com' oonv's impoded hordwood plywood, Ply'Sown ond orher Douglos Fir Siding from Cloverdole Plywood Componv. -A former DFPA lield representolive for Soutirern Cqlifornic ond Arizono, Colvin will serve PWP occounts lhroughoul the mme creq'

Telephones: - MUrroy