Publicity Opportunities in Connection With The Demonstration Homes

By M. O. \fluush, Nationol Lumber Manufacturers Association

Out in Longview, Washington, the Long-Bell Lumber Company is making the most of publicity opportunities in connection with their participation in the. Small Homes 1937 Demonstration Campaign.

Other companies who are beginning to build small homes may be interested to see how the newspapers can be interested in cooperating with the campaign.

First, came a story which began, "Ceremonies which laun,ched Longview's contribution to the nation'wide program to promote home building, were conducted this mornit g . . when ground w,as broken for three low-cost modern homes which will be constructed under the direction of the Long-Bell Lumber Retail Yard." There followed a description of the ground-breaking, the names of those who attended the ceremonies and announcement of the location of homes to be built with information about the date of com, pletion plans of houses and prices.

Photographs were taken at the breaking of the ground, which were used in the trade papers for that section. Similarly, the first lot of lumber arriving on the site was photo- graphed and the picture used for publicity purposes. Shortly thereafter the editor of the local paper ran a notable editorial entitled "More new homes", and gave further promise to the home building activities in that section.

On still another occasion, a local paragrapher made comment on the work that is going forward. Lumber dealers are urged to secure as mu,ch news noti,ce for their home projects as possible, and to patronize the advertising columns of the local papers in telling the story of the demonstration homes. In this way the promotion effort can be made most effective, and public response when the homes are opened can be counted on to reach unpredi,cted maximums.

Ed Schafer Calling On The Retail Trade

Ed Schafer has joined the sales force of G. C. Gearhart, Los Angeles wholesaler, and is calling on the retail trade in the metropolitan Los Angeles territory and PasadenaBefore coming to California, Mr. Schafer was connected with the lumber business in the Northwest for manv vears.