NEIMAN I REED TUMBER COMPANY

any group within the industry. Certainly Hoo-Hoo u'ith its leadership spread throughout every facet of the industry is the surest protection against domination by any one group.

Why should u'e in the lumber industry start a nerv organization to represent all of us rvhen rve already have one ?

Only we don't have. Hoo-Hoo has only 14,000 members in some 120 clubs spread all over the rvorld-1,1,000 lumbermen who do "recognize the abiding power of cooperation," 14,000 lumbermen u'ho do "consider their vocation worthy as the nation's homebuilders." A piddling handful of lumbermen.

Why isn't Hoo-Hoo the voice of the lumber industry; why isn't it the central organization that we need so badly?

Is it because of our name? Because it is unusual, because it sounds ludicrous to our friends ? Didn't Kiwanis, Sertoma, l\[oose, Elk, Optimists, Lions, and so forth sound just as unusual 'ivhen u'e first heard them?

Is it because we are too busy with our other affairs to join Hoo-Hoo, because u'e already belong to too many organizations ? If it is, then hadn't we better do some rapid comparisons of horv we spend our time as against rvhere we earn our money ?

Is it because it costs too mnch ? Hoo-Hoo dues are $3.99 per year. How much did you spend for dinner last night? Or for tips since you'\'e been here?

Is it because you already belong to several trade associations and they promote lumber? Fine, but aren't they just pron.roting their orvn individual phase of the industry, their own individual species ?

Isit because you're retailers and they're rvholesalers ? Didn't you make the money to come to this convention from the doors, miliwork, plywood and lumber they sold you ?

Is it because you're bosses and they're employes? Did you check the social register before you joined your country club or your church ?

Or is it because u'e consider our job just a job, as good as any other; our business just a business, as good as any otl-rer? Wel1, if rve do, haven't we lost our enthusiasm, our "faith rvith a tin can tied to its tail" for the industry, and aren't we kidding ourselves by even being in this room?

'I-here is represented in this very room literally millions of dollars of investment in experience, plants, personnel, equipment, and inventories. Can we afford to gamble lr'ith those millions of dollars on the lvish and a prayer that everything will work out all right ?

If we can give generously of our time, efiorts and money to every charitable cause that comes along, can't u,e give just a little something to our business? If we can go on vacation and drive a hundred miles out of the rvay to keep our perfect attendance record rvith our luncheon club, can't we go across town to keep our industry alive ? If rve can buy billions of dollars of life insurance, can't we buy four bucks rvorth of job insurance?

Gentlemen, it's your industry, your money, your plants, your jobs. You can do anything you .ivant rvith them. You can stay wrapped up in this cocoon of complacency forever if you rvish. Your retail 1'ard can become a harcln'are storc and clo a bang-up business in hshing tackle antl larr'nmo\\,ers. Your concentrirtion yards can lrecome parkirrg lots, y()ur \\'areh()uses c:tn lie sultleased to skating rinks or dance hrLlls. You can throu' zr\\'av years ottt of your life spent lelrruing thc lumlrer lrltsincss, :ttr<1 become u-:rshingmachine s:rlesrnen. It's r-our decision to malie. lf vou agree rl'ith me that \\'e Are in fact facing a crisis. if you h:rr-e tro desire to ltecrtme liarking-lot attenclants or darrce-hall operators, if yciu have no u'ish to thron' a\\'av the ycars out of vottr life, I sincerely intrite Y()tl, urge you, tL) join us in FIoo-FIoo. urday' I{evicu- magazine. u,hich ltosts anntt:tl au'ards for the most "'clistinguished advertising irr the public interest." This year there l.ere 2(r national advertisers tvh<i tt'ou anArrls for their 19.56 advertisirrg efforts.

I implied that perhlLps thc motir.ation of thc eclitorial n-riter, the rLclvertisit'rg agerrcy, arrd the :rssoci:rtiou lrrcsider-rt t'ere rrercenarv, biased, self-seeking. 1f thel' n'cre, then vou nr;ry classify my rem:rrks this ltftertloot.t in the same category, for I freely aclnrit to them. NIy motivlrtion for speaking to you this afternoot.t is not for .l-Ioo-lloo itself ()r any personal recogr-ritior-r or prestige I r-rtav ltc accordccl for my rl'ork in lrehalf of I'loo-Hoo. Iiather, it is complctely selfish. I have a nict littit busincss ir-r Nt'r'v N'Iexico that I an.r proud of. lt has prospered ar.rd grol-n to its moclest sizc through a l<.rt c.rf hard n'ork anti effort.

XIore tharr anything else I l':rrrt to see that llusiness colltinne to gro'rv and pr()sper. But it cltnurlt if vorrr l>usiness ckres r-rot gron- and l)r()sper at the sat-t're tinle. 1f yorrr busirless l)rosl)crs, lr1y bttsiness u'ill prosper ; if vour bttsiness suffers, nrv bttsiness u'il1 suffer ; if vour llusiness fzr'i1s, my lxrsiness u-ill fai1.

Membership in Hoo-Hoo is not membership in another club, another fraternal organization. Hoo-Hoo is not a service club, it is not a social club, it is not a "fun" club. Our purpose is real; our goal is attainable.

The decision is 1-ottrs to rnake, bttt the decidirig nlust lle <lone nol'.

Lumber Persuaders

\\-est C.oast lurllter has lteert ntal<ing neu's iu ficlcls n'here all r-arieties of timlter pro<lucts \\'cre rro better than u':tyfarir-rg strangers irr times past. This is the treld of national atlr-ertising. -,\ ltrave effort n'as t.nzrde in 1916. \\'orld \\'ar I h:rltcrl it. Another foral into nation-l'i<le liroduct ac1vertisirrg u'as <.rrgauizecl ltv \\-est Coilst ltttllbermen in thc llrte 1920s. The great ecot.rotttic cleprcssior-r turrrccl it Lack.

Arrcl sci for 30 yeurs the lttt.nlter inclrrstrl' of \\'cstern \\-ashingtorr arrd Orcgon laltored alor-rg, selling its proriucts irr the trarlitional rl,ay of the frorrtier forest industrv-on 'l "Conre an<1 get it" policr'. It rv:rs not until 19-tr6 that tlic \\rest Coast Lumbermen's Associatior-r dccicled to "go motlern" iu nation-u'icle :rdvcrtisilrg of I)tluglas trr, rl'est coast hemlock. l estern retl cedlrr and Sitka sl)rllce lumller to the Arlerican consumer.

New Partner

Al1 the l'hile lumber "sltltstittttes" ttere strearuing into the homc-building market. Iiarly in thc 1920s one of the largest pro<lucers of non-u'otid building materials employed a famous \s11' York public relations firu"r to llroaclcast the storl- that the {orests l'ere practically cut or-rt, and that lumber \\'as an all-out-obsolete material.

"Go modern !" u'as the appeal to retail suppliers of llrrilclirrg m:iterizrls. "Get arvay from a m:rterial that is all but dead arrd gone. Help save the forests that zrre left ltv edrrcating vour cttstomers in the valttes zrnd ttses of non-n'oclcl building m:rterials."

These snrart lads set Paul Bunyan ()ver ()n 1.ris heels and had him going backs'ard u'hen building u,as strangled bv the depression. Olcl Paul really got going again in World War II. -\nci then he called in Johnny Inkslinger to help him keel> it up, in the shape of the giant American adr.ertising business. Thev \\'ere a team by 1946.

Johnny Inkslinger Today . .

The business of advertising in the United States is valued at ten billion ($10,000,000,000), according to the Sat-

The Weyerhaeuser Timber Company, rvith headquarters in Tacoma, topped the list-which included some of the largest U.S. corporations. Their agency, Cole & Weber, of Portland, Tacoma and Seattle, is completely a \Mest Coast firm.

Cole & \\'eber nlso u'ou the "XIacWilkins Ari'ard" from the Orcgon -\clr'ertising Club lith the national trade promotion advertising oi the \\'est Coast Lrtmbert'rlen's Associatiorr.

Olcl aclr-ertising uretr marr-elecl at these trvo sprirrgtime itcms of neu's in their trade because of the ltasic pro<luct irrvolr'ed in lroth-\\-est Coast lumber. the same olrl sPecies oi lunrlrer that have l;een shippecl to n'orl<l mitrkets for a solid century ancl more. The -\ssociation's advertisinll l'as and is ain-retl t-uaiulv at the horne-ltuilrlirrg ntarket. The \\tevcrhaettser zrclr-ertisements featrtre tree farnts and their nrultiple promise for continued tree grou'ing atrcl for otttdoor recreation and other lancl uses :ts l-ell.

The neu' -fohnnl' Inkslinger of the lumltcr u-oods is serr'ing old l'arrl Runl.arr mighty u'e11. And this means better par-ro11s for all the Pacific Northrl'est.

DFPA Swells Promofion Stoff

\\ri1liarn N{. Dickson has been appointed to fill a vacancy on the merchalrdisir.rg staff of the l)ouglas Fir Plyn'oocl Associatiolr, announced J. F. Fou'ler. 1>romotion director of the u'estern fir plr.s'ood industry's trade promotion group. D. 13. Sedgu'ick, DFI'A merchanclising director. said that Dickson u'orrld supervise the develoliment cif catalog material. brochrrres, and technical literature for the trade, assist irr the plyu-ood association's direct mail program, and develop an<l supervise industrial trade exhiltits and clisltlays to reach specifier grorlps.

The appointment of Nlrs. Rachel Bard to fill a vacancy on the pubiicitl' stalT of the Douglas Fir Plyu'ood Association nas also annottnced lry Fou'ler. Nfrs. Barcl's l'ork rvill be largely in tlie area of special publicity assignments, includins the formulation of projects for televisiotl coverage.