WEN D tI N G- NATHAI{ COIIIPANY

tors, and (3) perhaps the fact that we have gotten scared in time to do something about it," Farnsworth continued.

"ff we as lumbermen-and more particularly-if we as redwood lumbermen are going to meet this competition and maintain our position in the various markets we have enjoyed in the past, we are going to have to accelerate the rate of change in thinking from the old order (mill ordertaking) to the new competitive selling situation. Please notice that I did not say that we are going to change the direction of our thinking or the direction of our progress. The changes we have made in the past few years are generally in the right direction. No other lumber group can match the splendid set-up which the redwood people have made in their promotional or advertising activities. We are the envy of the whole lumber industry."

The morning presentation, through the medium of slides, sound, narration, shadow screen and standing exhibits was concentrated on pointing up the basic qualities of CRACertified California redwood upon which to build a sound sales program.

Keynote of the lunch session was a hard-hitting talk by Don Ross, field merchandising manager for Meredith Publications, on what the wholesaler can do to help the retailer make more sales.

Following the luncheon, a panel session of CRA membermill sales representatives discussed the ideas presented by Ross and those from the floor on such subjects as: training retailer sales people; best promotion techniques used in the past; counteracting claims for "substitute" materials ; working with specifiers and builders; and making use of displays and national advertising.

The afternoon presentation swung into dramatic widescreen visuals with full use of the twenty-foot wide screen (Continued onPage 521

Artesio Door Co. Hosts 3OO to Show New Building

\lore tl.rau 300 friends. cust()nrers, srrppliers and jrrst plain fanrilr- :Lttenrlcrl tlre ()pcn llorrse, I.-ridar., Xlai. (r, u'herr cxrcutivcs of thr -\rtcii:r I)oor Conr1,:rrri.. -\rti'sia. Califorrri:1, forrrr:rll_r' olrt'rrcrl tlrc neu' oflict btril,lirrq r..c.ntlv corrrlrlctr<l to lrorrsc tlrt,litlrrritristrativt,, l)r(,(llleti',rr:Lnrl slrlts stall'. of tliis Irogrt'ssivt' Sontlrt.rn (.:Llifor-rri:L rcnurrrrrf:rc tttring c()nc(,rlt. It n:Ls tr g()rg(,()us cllt,r' to ollt'rr strclr :L lt:rrr<1sorrrc ltrrilrlirrg trrrrl tlrc gir'ls oi tlrt'org:urization \\'(,r('ltc:rrrti, f ttllt' gr,,orrre <l ior tlris sIccial ot.r.:rsiorr, rlo.irrg' rL n orr<lt'rfrrl jolt:rs lro:tcsscs rlrrring tlrt':rilr,rrroorr iLrrrl r.r'r'rrirrg;Lt tlrc cocl<t:ril Plrrt,r- it'lLtLrrirrg tlte g:Ll;r t'r'rrrt.

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\\'itlr tlrc t'orrrlrlt'tiorr oi tlrc br:rrt<l-ttcrv ltuil<1irra'. -\rtcsi:L l)oor ('orrryr:rrr-r' ctirlrr:Ltcs its str':Lrlr' 1)r()grcss rlrrrirg tht' p:rst 10 _\'(':rrs. \\'itlr :L stlrrt oI orrc n:trcltorrsr, :rrrrl lL srrurll s?RONGHOID ond SCREW-Tlrt Nollg hqve revolulionized construction melhod3. Scientificolly engineered threods "lock" with the wood fibres. Noils hold righr, permanenlly; odd slrenglh, cut repoarJ ond mointenonce, sove money.