West Coost Lumbermen's Assn. Annucll Urges Mill Members to Step Up Adverrising or Lose Business

Douglas fir millmen were told last month they are at a crossroads in their history. They must step up their national advertising and promotion programs or abandon much potential lumber business in home building and construction to'rvell-financed competitors.

"We have no choice," said N. B. Giustina in his president's report to the 46th annual meeting of the West Coast' Lumbermen's Association. "We must meet competition head-on with more advertising and promotion, or admit that we have quit fighting." Guistina said that every proclucing sau'mill should be doing its share to help in this national promotion.

Robert M. Ingram (above), Aberdeen cedar manufacturer and one-time captain of the University of Washington foot: ball team and crew, was elected president to succeed Giustina. Newly elected vice-presidents include C. Henry Bacon, Shelton; George Flanagan, Medford, and Judd Greenman, Portland. Re-elected were Jack Fairhurst, San Rafael, California, vice-president; Eliot Jenkins, Eugene, treasurer; If.

\r. Simpson, executive vice-president, and Harris Smith, secretary, both of Portland.

Jenkins pointed out in his annual report that national magazine advertising has increased in cost during the past five years and that the price of all the printed promotion literature gotten out by the association has risen. He said the same dollar today bought less advertising and less printing than in 195O. He urged a realistic approach to fttture lumber merchandising, with an adequate financial support from all segments of the industry.

Other speakers included Hermann N. Mangels, San Francisco, president of the Federal Reserve Bank of San I?rancisco; Walter Leuthold, Deer Park, Washington, president of the National Lumber Manufacturers Association; Don Ostensoe, president of the Oregon Advertising Club: F. L. Mattson, WCLA insurance director, and Judd Greenman. A 41-man board of directors was elected'

The directors selected by the membership of the West Coast Lumbermen's Association at their 46th annual include G. P. Wilcox, Harbor Plywood Corp. of Oregon. Riddle; Don Baxter, E. K. Wood Lumber Company, Reedsport; N. R. Leeper, United States Plywood Corp., Associated Flywood Mills division, Eugene; S. J. Davis, Jolly Giant Lumber Company, Arcata; Judd Greenman, Portland; E,. If. Ifouston, fnternational Paper Co., Long-Bell

Regionof Soles Ofices

BIYER1Y HIIIS, GAIIF. 319 5. Roberrcon Blvd. Brodrhaw 2-{375 Crcrrvicw 5-3154

TEIEIYPE: lcv. ll.752l

FRESNO, CALIIORNIA 165 Firrr Sr. Phonc 2-5189 TEIETYPE: FR 147

SAGRATIENTO 2I, GAII]. P.O. Box t1293 T & C ANNEX Wqbqsh tl-8514 Iclcrype 5G 178 AN,CAIA, GAI.IF.