Plywood Industry Turns to Television for Massive Sales Effort

T\OUGLAS Fir Plywood Association will launch a naLf tional network television campaign this fall in a massive effort to win broad public acceptance of the varied roles plywood plays in today's building technology.

The decision to move into television came at a general meeting of the DFPA where 87 per cent of the membership approved a special dues increase which will produce an estimated $3.6 million over a two year period. This will be over and above the association's basic promotion program which includes about $5 million for quality control, research and trade promotion.

"This is the most important decision the industry has made since it inaugurated a national promotion program in 1938," said W. E. Difford, DFPA executive vice president.

New Program

Difford announced that the association will sponsor eviderlce of the tremendous vitality of the plywood industry."

The idea for expanding plywood promotion through TV originated with a group of southern Oregon producers sparked by Robert G. Davis, general manager of Southern Oregon Plywood. It picked up steam during the market slump of last fall.

Analyzing the industry's position before the decision, DFPA advertising director, John Ritchie, said television provides by far the best vehicle for the "massive strategic selling job the industry needs to hold and enlarge present markets and to expand into new ones."

Emphasize Builders-Dealers

NBC's forthcoming information .t\ IJL- S lortncomlng rnlormatron program, lJavlo t Journal." This will be a weekly half hour "by-line"

"David Brinkley's Journal.,, I hls be halt hour -'Dy-llne" program in which Brinkley, the wry and sophisticated half of the famed Huntley-Brinkley news team, will turn his powers of attention and trenchant observation to aspects of the current scene in TV's first orime time "news f eature column."

"It should be one of the best shows on the air in of public affairs and we believe it will be an ideal for the plywood sales story," Difford said.

Tremendous Vitality

the area medium

The manufacturers' decision marks the first time any element of the forest products industrv has been able to muster the resources tb utilize the broad selling power of television on behalf of wood building products. Commenting on the action, Difford said "there could be no clearer

[EFT: Bollofs cost by Douglos Fir Plywood Associolion members ore counled ofter the ossociqiion's recenl speciol meeiing in Portlond. A proposol to put $3.6 million into o notionwide television progrom over o two-yeor period wos opproved with o plurolity of 87.5 per cent. Wofching the tobuloiion ore, from lefl: Horrison Clork. DFPA secrefory; Arthur Jones, ossisloni to DFPA's execuiive vice president; Robert G, Dovis. vice presidenf ond generol monoger, Southern Oregon Plywood Corp,, ond John Mortinson, vice president ond generol monoger, Pugef Sound Plywood. Inc. Dovis mqde the originol proposol for TV ond rqllied first supporf for the project.

RIGHTi rhe Douglos Fir Plywood rAssociotion ofiiciolly become sponsor of "Dovid Brinkley's Journol" when W. E. Difford (seofed, center) signed o conlrqcl delivered by Wqlter G. Tolleson (left), Son Froncisco monoger of network soles for the Notionol Broodcosting Compony. Wotching ot right ore Horold C. Dixon (stonding), portner in Cole ond Weber, DFPA's odver' tising ogency, ond John D. Ritchie, qssociotion odvertising DFPA members to creqfe a speciol $3.6 million fund to be

Ritchie said the majority of the commercials will be oriented to the sales needs of lumber dealers, builder-dealers and home builders. Some will emphasize how structural plywood in subfloors, wall sheathing and roof decking produces better consumer values in homes. Others will demonstrate remodeling possibilities with plywood and there will be some attention to the interests of home handymen, backing up dealers emphasizing this market.

Other commercials will sell new products, boats, farm rlses and plywood properties related to consumer interests. Where it's logical, potential buyers will be advised to contact their buildir-rg supply dealer for advertised material. Dealers will be informed in advance of subjects of commercials and given the opportunity to tie in.

Said Ritchie : "\Me want to make the public aware of plywood as a basic all-purpose construction material which lends itself better than anything else to new ideas in any kind of building. With adequate public recognition of ply-

(Continued on Page 8)

Union's Redwood S les File:

SAT/N/ZED REDWOOD

Ilele is a brirnrl rie\\'mone)'making idet irr retl*'oodlA frrctor'.r' finishcrl punelilrg thrrt gives the blerLrhctl tone cfTe<'t of nittut'll lcdrvoorl . rnttl is lrlotet:ted bl rr tough topcolt u'hich hrLs the sLrbriLtetl lustel of line slttin. Completell' pre-finished rerrtl.r' 1o instlll.

r ECONOlIICAL frrctoi'r' lirtishing srtr-t's tint'', rlt,rlrr'.\', mcss rrn<'l ti'oublcsome p:rinting.

r QL ALITY frLctorl' finishing givt:s .t'ou unifolnritl The finest lLlkl'd i'csin plus rigid inslrectiort:rssttre 1'ou of :t perfect panel.

r NOYO \\-R--\PI']ED fol plt.rtectiotr itgaittst tlirt, moisture uncl trunsit dlLmrrge.

Avtilable norv in rr"" Thlift rt Qucbec. 7 1{; ' & I lti

Paneling :rnd Standal'(i :r-! ' Pattel ns.

Ask .r'oui' L-rrion Lumber s()ul'crc lor "No1'o Satinized"

Union Lumber Company

REDWOOD Tree Farmers & Manufacturers

IMrlls: Fort Bragg, Leggett and Wrllrts. California

Solr'.s Ofices: San Franci,sco Los Angeles Chicago .\'crr' IbrA-

Regol In Exponsion

(Continueil frorn Page 4)

35,000 square feet of operations space, it was said.

Regal specializes in the custom manufacture of doors for institutional uses, public buildings and custom residential installations.

This progressive firm has also installed modern veneering machinery and equipment which makes it possible to produce 4x8 3/4" exotic ply- wood for all interior purposes. Twentyeight species of foreign and domestic veneers are stocked for customer selection, assuring fast completion of orders to all areas of the United States.

"We are now serving a nation-wide rharket," Mr. Bingley said.

The new office fixtures are silent salesmen for the products sold by Regal. The of;frce walls are surfaced in fine woods from the four corners of the globe. Such exotic woods as walnut, teak, birch and many others are on constant display for inspection by

Plywood Industry Turns To Television

(Continued, from Page 6) wood, we believe that all kinds of builders and fabricators using plywood in their end-products will be able to sell them more easily and in bigger volume."

Ritchie said the television venture would not affect the size of present campaigns and might have the effect of enlarging them with tie-in promotions.

"{Jp to now we have been aiming carefully at selected markets-our campaigns have been tactical ones. Television gives us a cannon, where we've only had a rifle before. We'll still hit the bull's eye, but with an audience conservatively estimated at 12 million, we can blanket the entire target."

Sales Problems

Two basic problems inside the plywood industry, complicated by a third one from outside, make it necessary for the industry to adopt a strategic outlook, rather than a tactical one, Ritchie said. A study conducted by the DFPA staff took these problems into account in evaluating possible promotional avenues.

Over-production has been haunting the industry for almost two years. Although plywood use has climbed at a record pace, the industry's capacity has skyrocketed. This has meant a glutted market and slim profits. New markets visitors to the Regal plant. have to be found and old ones expanded.

A new Southern Pacific spur track is being completed to facilitate fast shipment to the east, and also to accomodate delivery of inventory from the four corners of the earth.

"Now that we are moved into our new home we are just shifting into high gear," said top riran Bingley. "And we are basing our future on just two things-quality products and paramount service. We believe that is what it takes to assure success in this highly competitive business."

At the same time, competition from other, newer materials has become stiffer. Plastics, aluminum, steel and other materials are edging into markets that traditionally belong to plywood.

Complicating these problems has been the flood of advertising and other promotion from the giants of these newer industries. While the plywood industry is made up of relatively small companies, aluminum, for instance, is produced by a few major corporations with big advertising budgets that are spent on successful, aggressive campaigns -principally on television.

Ritchie pointed out that the plywood industry leads in innovations and new building techniques. He cited pioneering work of the association in plywood building components, new roof shapes such as space planes and in new marketing concepts such as second homes and retirement housing.

But the general public-the ultimate consumer-doesn't know much of this. he said.

"Current plywood promotion does an effective job in reaching specific selected markets," he said. "But only a major promotional breakthrough can do the massive selling iob that's called for now. The industry's answer is television bn a scale big enough to reach e,rery ho*. in the country."