West Coclst Lumberments Associqtion Holds Annucrl Meeting

Top U. S. retailers and Douglas fir lumbermen huddled at Portland, Oregon, last week to discuss a smashing national promotion of lumber campaign aimed at every potential customer in the nation.

The occasion was the 43rd annual meeting oi the stockholders of the West Coast Lumbermen's Association, whose two-day conference was under the direction of G. E. Karlen, Tacoma, president, and H. V. Simpson, executive vice president.

The retail lumberman is to be the "hero" of all West Coast lumber advertising and exploitation. He will be featurecl on TV, in national magazines, in beautifully colored literature, ilL news releases and through motion pictures, as the home builders headquarters. Those seeking information on any phase of building, remodelling or construction planning will be urged to "see your local retailer."

Said President Karlen: "Retailers sell 8O per cent of all lumber manufactured by us. They are our 'stores', our best salesmen, and the people who have the last say with the customer. We must give them the tools they need to ireate a profitable market for our products."

Douglas fir producers responded with a rousing support of their president, promptly increased their budget for national advertising and promotion to $600,000, highest of any previous year.

Stepped up this year will be paid space used in leading national shelter and general magazines, increased volume of hard-hitting, full-color selling literature, several new motion pictures for television as well as a new series of short 45-second playets for use by retailers on local television stations or as movie trailers.

H. R. Northup, executive vice president of National Retail Lumber Dealers Association, a principal speaker before the West Coast millmen, discussed prospects for 1954 volume of lumber business. He said the construction business is the nation's largest industry, topping agriculture, and when light construction is at peak volume, the nation's entire economy prospers.

Throughout the entire two-day business session ran the theme of harder selling as the kev to the lumber prosperity pi'cture. James R. Bemis, Prescott, Arkansas lumberman, president of both the Southern Pine Association and National Lumber Manufacturers Association, warned Dougl:rs fir millmen they must sell harder and sell lumber. He gave a three point program for success: 1) more doorbell ringing to get new customers to hold old ones,2) more attention to quality, and 3) more attention to customer needs.

He urged both millmen and retailers to counsel with customers to make sure they get 'ivhat they need.

Other speakers u,ere Leo V. Bodine, executive vice president of NLMA, who told of the new look in lumber promotion by all lumber regions, which are concentrating more and more of their exploitation on lumber and less on specific species, leaving that matter up to the retailer.

R. E. Mahaffay, trade promotion director, at a meeting of the association's 60-man trade promotion committee outlined some of the projects to be undertaken in 1954. He said more than 1,300,000 pieces of lumber use literature had been distributed so far this year on request from customers all over the nation. He said television stations were asking for more educational films on forestry, logging and lumbering as one of the America's most dramatic industtries and that six films would be produced this year by the association to meet these demands.

All officers were re-elcted. In addition to Karlen and Simpson, N. B. Giustina, Eugene, and R. M. Ingram, Aberdeen, were re-elected as vice presidents for their respective states. W. B. Greeley, vice president, and Wm' A. Culkin, Vancouver, treasurer, and Harris E' Smith, secretary, were all re-elected.

Millmen came from California, Oregon and Washirrgto t for this annual business session. A highlight of the conclave was the annual banquet address of Stanley F. Iforn, editor of the Southern Lumbermal, who stressed the need for unity and solidarity all along the lumber front' He urged manufacturers to step up their promotion efforts or lose ground to a variety of new products. Roy M. Janin, Portland wholesaler, president of National-American Wholesale Lumber Association, told of the distributors place in the lumber business.

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MUNDY I. PBALE' President Republie A aiation C orP orati'on

.rVise pubtic ilebt managenetrt with its goal oJ -s91t'n! yoyev il oJ -prime "o,n".ri, to eaery Americin. Regular pu'"hote "i g' S' Saaings Bond's con' iributes importlntly to the o"ii"ot*int of this obiectir:_e and' at the sarne time, helps assure our Juture security, indioidualty and. as -a nation. Ve at t{"pi"utti aoiation JeetL deep sense iJ' priile in the knouledge that 94/e oJ il'ou, employees i""o*" intsestors as a result oJ our nr,ost recent campaign inil that fiASiTOOO in bonds are purchased each rnonth ott our automatic Payroll Saoings Plan,"

Perhaps the importance of U. S. Saving-s -Bonds and the Payroil Savings Plan as factors in wise debt management and the achievement of sound money may'not have occurred to you.

Here are a few facts and figures:

For every dollar of public debt held by a commercial bank, aboui five new dollars may be created in the form of credit. Obviously, the larger the amount of the public debt held by individuals, the greater the check on inflationary tendencies.

. At the end of 1953, the cash value of Series E and H Bonds held' by individuals was more than 36 billion dollars' This total is growing steadily, thanks largely to the month after month purchases of Series E Bonds by more than 8,000,000 Payroll Savers.

Sales of E and H Bonds in 1953-23% higher than in 1952-provided cash fot allE and H Bond maturities and redemptions and still left over $210,000,000 net for the reduction of bank'held debt.

. The ownership of more than $36,000,000,000 in Savings Bonds by millions of Americans constitutes a reservoir of future purchasing power-an asset to industry and business as weli as to the individuals who built it by their Bondconscious thrift.

Why not team up with Mr. Peale and other leaders of indus' try in their efioits to help America reach its goal of r'vise prrbli" d"bt management and sound money? All you have io do is (I) show a personal interest in your Payroll Savings Plan. Get the figures on the percentage of employee paiticipation and the amount of monthly savings byAour employees. (2) Wire, phone or write to Savings _Bond Division, U. S. Treasury Department, W'ashington, D. C. You'll get all the help you need to build up or install a Payroll Savings Plan that will reflect your company and its interest in America.

The Ilnited, States Coaernnten, iloes not pay lor this ailaertising. The Treasury Department thanks, Ior their patriotic donation, the Ad,rtettising Council anil