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OAK, BEECH, ond MAPIE FIOORING

Brodley Unii Wood Block Flooring

Higgins Lqminqted Block Flooring

GALTEHER HARDWOOD CO.

Americon Hcrrdboord Assn. Aims New Soles Progrom to Lumber Deqler

Directors of the Hardboard Association at their semiannual meeting, May 18-20 in San Francisco, approved changing the name of their trade organization to the American Hardboard Association.

The lO-member board also gave the go-ahead to a con"in-lhe-woll" S['D'NG DOOR centrated six-months advertising program stressing the "plus values" of brand name, American made hardboard products. The campaign, to be directed by the Biddle Com- 'l he campargn, be drrectecl Dy lJlo Chicago adveltising agency, will be aimed at the pafly, a agerrcy' wll.l uc altrlcu dL LrrE builder-contraJtor user of -lTardboard and at the lumber dealer.

F. M. I{ughes, association president, said both actions stemmed "from the need for a greater identity for the American hardboard industry, and for a greater a\lrareness of our products and servicej by hardboard users, potential nsers and and the general public."

Industry efforts to maintain the economic stability of the expanding $100 million hardboard business, lnd at the same time cope with the mounting challenge of foreign imports, were discussed at various committee and board meetings. ' Association figures, presented by Executive Secretary Donald Linville, showed that U.S. hardboard production has reached the rate of. 2.4 billion square feet, more than double that of 1952. Imports, however, are now repor-tedabott l2/o of the U.S. domestic market.

"Besides causin rising foreign harr lose our export business, sharply 'lJesldes causrn€f us to lose expor ing hardboard production may r home market for imports during et duri L may gain tp to 35/o of. ring the '60s," Linville our reported.

Foreign hardboard, heretofore confined mainly to seaboard areas, is llow penetrating the Midwest market through the St. Lawrence Seaway, Linville said. To combat this threat, association members at the San Francisco meeting-representing more than 95/o of. U.S. hardboard production-pledged continued emphasis on customer service, dependability and quality products. Member co_mPfnies agreed on the continuing need to develop new hardboard products and a wider range of applications.

Pointing up the rapid. deve_lopments in_ their industry, many representatives voiced the opinion that more attention-wilf be given to "specialty" products in the future. Such productJ will be spicifically tailored to end uses and will be accompanied by expanded technical and sales assistance, they said.

"We will riake every effort to assure that every single person in our industry, as well as our customer and suppliers, are informed of the plus values of American brand name hardboard," Hughes said. Letters and special pan,fr phlets in the pay envelopes of all employes will as\-,their cooperation in aiding the program.