TY. P. Frarnbes & Son

Wholesalb

Joint Industry Program

This is the story of a joint industry program no'r'r' being launched here on the Pacific Coast, and lvhich will ,be of great interest to all members of the home-building industry, as u'ell as to the general public.

Over a period of months a program has been developed to give a factual, effective voice to the industry. Coordination of various local efforts in this program into an overall homebuilding industry elTort on the West Coast r,vas conceived and expedited by \V. C. Bell, managing director of the Western Retail Lumbermens Association, Orrie W, Hamilton, secretary-manager of the Southern California Retail Lumber Association, and Robert J. Wright, executive vice president of the Lumber Merchants Association of Northern California. Tl-rey came to the conclusion that the story of the industry should be told to the public, that it should be told professionally, and that it should come from the industry itself as an organized unit, prorrd of its abilities and progress. There is also a feeling that n.rembers of the industry themselves need a little education as to their own worth in the general scheme of economic life.

The three associations then called in James R. Lunke & Associates, West Coast advertising and public relations counselors, to develop a professional handling of the program. Lunke's organization has had long experience in serving the advertising and public relations requirements for a number of ,building material manufacturers, and is r'vell schooied on problems rvithin the building industry.

Many problems were hashed over, among them: rvhat charges against the industry should be ansrvered pointblank, hou' heavily should the basic idea of home ownership be stressed, what would be the best technique to give the participant's individual advertising a better show.

Bell, Hamilton and Wright, u'ith professional and technical help from Lunke, came up u'ith the follorving physical program:

1. The local home building industrl'-builders, retail yards, lending institutions, architects, labor, material suppliers, equipment houses and utilities r,vould be called intcr a meeting to consider, adopt and underrvrite the program. Enlisting the participation of all segments of the industry would accomplish trvo objectives: (1) getting the industry as such together, and (2) spreading the cost of a program rvhich lvould help all meet a common problem.

2. Once the program \rras adopted, Lunke's agency rvould get into high gear. C)ut of it, based on the material supplied them, n,ould come a series of rveekly ads telling the industry's story. Accompanying this u'ould be publicity releases, newsy and interesting, telling the various accomplishments, programs and developments rvithin the homebuilding industry r.vhich rvould be of nervs value to the reading public. Characteristic of the careful planning 'n'hich went intcl the program rvas the decision on the size of the advertisements. The policy was set that they should be large enough to dominate a page ltut not so large as to be.a financial strain on the cooperating sponsors. Further, every effort would be made to make the news page on which the ad appeared a building industry page.

The actual operation of the program has been made as easy as possible for the participant, as it will be fairly well automatic in maintenance, once adopted and financed. Policy and copy content will be supervised by Bell, Hamilton and Wright. Production and newspaper contacts are handled by Lunke.

Production cost of eacl.r ad to all groups was set at only $5.00, because of the participation in many areas. (Actual production cost runs between $150.00 and $200.00). A $2.50 charge covers publicity articles furnished for each insertion. The only other cost then is that for the newspaper space itself, which varies depending on size of community and newspaper circulation.

In addition to the publicity and advertising, a 16-page booklet, entitled STEPS TO TAKE FOR NE\ r HOMES, REMODELING, FINANCING was prepared for distribution to the interested public. This is a layman's language primer in all phases of building, buying or remodeling, and written from the industry standpoint. Copies are available to the participating sponsors at five cents eacl-t.

The finances involved in the program are handled by the local committee and the advertising agency with whom a contract is signed. The agency, in most cases, takes its income from the customary agency discount, and handles all the scheduling, placing and detail.

Among the many advantages to the industry in this type of program is that it is the most economical method, both in time and money, to put across the industry's message. Likervise, it is a finished and effective system, which will give positive results at a time rvhen results are the only thing on which private industry can rely.

Programs are now under way, or about to start in Stockton, Modesto, Fresno, Salinas, Monterey and Healdsburg, California; Seattle and Spokane in Washington; Klamath Falls, Eugene and McMinneville in Oregon.

Sutherland-Tibcrldero

Miss Norma Tibaldero, who has been the popular receptionist in the office of Western Door & Sash Co., Oakland for ths past several years, was married in Oakland, April 17, to William M. Sutherland.

Distributes Tension-Tite Screens

So-Cal Building Materials Co., 1228 Produce Street, Los Angeles 21, has been appointed wholesale distributor in Southern California for Roll-Arvay Tension-Tite Screens. This is the new aluminum screen for double hung windows, that detaches from the inside and rolls up for window washing. These screens are made of rust-proof, corrosion-resistant aluminum alloys. The five screws used in Installing each screen are heavily plated with cadmium. Consequently there is no need to paint them for protection against rveather and aging, and they can't stain exterior walls. A good line for the dealer.

Ed Smithdeal, Jr., is now with Davidson Plywood & Veneer Co. in the sales department. He will spend several months in the office before going out to call on the trade.

FlR, REDWOOD, PONDEROSA

qNd SUGAR PINE I.U'NBER, LATH qnd SHINGLES

PLYWOOD

Son Francisco Yqrd qnd Ofiice

FOOT OF TUNNET AVE.

Phone JUnlper 5-6083

Ooklond Yard qnd Ofrlce

200t UvtNGsToN sT.

Phone KEllog 4-1884