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Northern Hemlock & Hqrdwood Assn. Holds Golden Anniversory Meeting

The Golden Anniversary meeting of the Northern Hemlock & Hardwood Manufacturers Association, held in Green Bay,-Wisconsin, February 24, honored Royal S. Kellogg, the first secretary of the group, and othei old-timers lncluding John Landon. An exceptionally good attendance elected P. C. Christensen, Phelps, Wis., president; Armin Knoke, Appleton, Wis., vice-president; Fred Menzer, Marathon, Wis., treasurer, and William McGraw, secretary.

Outgoing President Gordon Conner gave an optiinistic report of the group's activities, and M. B. Pendleton, secretary-manager of the National Hardwood Lumbermens Assn., addressed the morning session and presented the good wishes of NHLA President Bernard Bock for the success of the important birthday for the Northern lumbermen. All attending expressed optimism for business during the coming summer, with poor logging conditions providing the biggest complaint.

Gilbert E. Moris R,etiring As Chief of L. A. Building Depi.

Gilbert E. Morris, general manager of the Los Angeles Building and Safety Department the past 19 years, announced early in May that he will retire from the city ofifrce this July 1. Mr. Morris, 60, has been a city employee 35 years and is credited by city officials for guiding the phenomenal building growth of Los Angeles in recent years. Morris and his wife Frances, residents of Glendale, have two sons, both engineers, and plan travel to Canada, Mexico, western Europe and Russia.

A TRUTY DEPENDABTE SOURCE OF SUPPLY o Quolity products from the world's besr Mills o Dependoble service from quototion to finol delivery o Over 50 yeon experience in port field o Prime importers serving fie wholesole lumber trode exclusively

Coll the Afkins, Kr6ll rcprcrcnlotive ncor*t you for de. pendoblc ond occurole informolion cnd quototionr on cll imported wood products: lloin Oficr: 4l7l/lontgomrry 3t., Son Fronclrco, lorr wonfi, ?ExAt POTTTAND, ORE.

F. W. Stenley, Jr. 421 S. W. Sirth Avcauc

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500 Fifth Avenuc llescdl-Hollidry BRyrnte.84r6 *r.ffiBi,Jljff;rb,c lO3 Al,lcEtE3, cAtlF.

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417 South Hill MAdison 6-47J7

So-Cal Building tlatedals Company Gives Deahrs 'Built-in Profit' ldea

Nineteen Southern California lumber dealers received a new idea about effective advertising when So-Cal Building Materials Company. in Los Angeles helped them put together an inexpensive, effective spring-summer sales and profit making "package."

Working with its own advertising agency, Gerth, Brown, Clark & Elkus of Los Angeles, So-Cal's sales management and representatives turned missionary. During personal calls on lumber dealers, So-Cal men invited participation in sponsoring production of complete campaign materials designed to- l. Help the dealers capitalize on the tremendous national advertising carried on by manufacturers of "fix-it-yourself" materials.

2. Give the manufacturers an opportunity they welcomed to cooperatively sponsor local dealer promotional activity at the point of purchase.

3. Give the dealers individualized, exclusive, name-imprinted sales-vertisi.g at a fraction of the cost any merchant would expect to pay for the material.

One reason the new campaign caught fire was So-Cal's broad approach. Promotional material was provided for seasonal, profitable merchandise whether or not So-Cal distributed it. Furthermore, most of the material contained valuable "service material" for the consumer in the form of practical hints for using merchandise sold by the dealer.

The basic kit was prepared around the theme "Pound a Nail-Make a Buck." Included in the "Fix-It" promotion package were-

"Dad's Fix-It Times"-specially prepared &pa$e tabloid newspaper with dealer's imprint, Theme banner in Dayglo, 3 easel-type display cards featuring specific merchandise,

Newspoper Writes Up Retoil Yords

The Foothill Lumber Co., 550 TV. Foothlll, Glendora, got an oxcellent wrlteup ln a recent issue of The Glendora Press, as did the Wtlliams Lumber Yard, 924 W..Foothtll. Azusa, on their uses of tho freo "newspa,per" glveway furnished in tho tle-up with So-Cal Buildtng Materla,Is Co. &Right ln time for the Sprtng-Summer, do-it-yourself, home-remodellng husband a,nd wife, Wa,lter lililey oI the Foothill Lumber Co., and Georgo and Bob Rodecker of Williams Lumber Yand are offerlng a free E-page tablold newspaper gtving scores of hints for the a.mateur who wa,nts help in lncreasing the valuo a,nd livabtltty of his homg" sald the Glendora newspaper.

"Tho poper ls ca,lled 'Dad's Flx-ft Tlmed," contlnued the articlo a,nd polnted out tho many holpful repalr and remodel hints ln the So-Cal offerlng dlsfibuted by the rotall ya,rds. "These lumberyards wlll mall'Dad's Flx-ft Times'upon request," sald the artlcle. "Coples are a,vallable at the stores and ya,rds whero the butldtng supply dealers also ma,lnt&ln many other servlces.tt

9 special price cards,

1 large mat for local newspapers featuring sale merchandise carried throughout campaign pieces,

1 master publicity release for dealer to provide local newspapers quantities of imprinted manufacturer's literatttre, and

"How-To" bulletin on dealer's use of the material.

The So-Cal advertising agency acted as clearing-house for cooperating national manufacturers and So-Cal who, together, assumed a major share of the total cost. Dealers could purchase the complete package and order varying thousands of the basic piece, "Dad's Fix-It Times."

Most dealers elected to purchase 5,000 or more of the

More than 200 suppliers and customers visited the new Display room at So-Cal Building Materials Company recently to view the permanent installations of the large number of building products now being distributed by the well-known wholesale concern.

The special showroom is located in the firm's familiar warehouse at 6th and Alameda streets in downtown Los Angeles, a, few blocks from the tr'reeway cloverleaf;

Vice-President Dick Freeman of the firm were served during the early evening hours throughout the two-day weekend event.

F'reeman said the Open House proved to be a complete business success, "We intend to expand this facility so that prospective customers can view the wall-sur; facing installations and other materials we have on display before they take on any of our lines." he declared. F'reeman is a

National Building Ma- active in the national group's west-coast activities. It is also the ambition of executives of So-Cal Building Materials Co. to expand the present warehouse area and the sales and administrative sta^ffs during the next few months, in order to meet tlre increasing demands for products being distributed