American Hardboard Association Expands Promotional Program

A N EXPANDED promotional pro- l, \ gram necessitating an increased assessment from member companies was approved by the American Hardboard Association at its semi-annual meeting in Portland, Oregon.

Donald Linville, executive secretary of the Association, told the meeting- the largest in the Association's nineyear history-that the new program is geared to widening public understanding of hardboard and its uses. There will be continued emphasis on the present highly successiul "Plus Values" campaign in addition to educational advertising and public relations activities, Linville said.

Commenting on the success of the "Plus Values" program which was instituted less than a year ago, Linville said that the response on all levelsbuilders, building materials dealers and industrial u5s15-h25 been most gratifying.

He pointed out that the educational program is particularly important in view of last year's unparalleled list of new products developed by the industry. These products, ranging from improved boards for exterior siding to handsome textures and finishes for interior decor, open up entirely new markets which the public must hear about.

During the meeting Linville said that the per capita consumption of hardboard in this country had more than doubled during the decade of the 50's.

Two new officers were elected at the meeting to replace members who have resigned. One new director was named. They are: Howell Howard, executive vice-president of Edward Hines Lumber Company, to association vice-president; Paul Shoemaker, executive-vice- president of Masonite Corporation, to association secretary; Alan B. Cook, general sales manager of Abitibi Corporation, was elected a member of the association's Board of Directors.

Distribution of a booklet entitled "The Story of Hardboard," which was three years in preparation, has begun, Linville said. Prepared and distributed in cooperation with American Forest Products Industries, Inc., Washington, D.C., the illustrated 16-page booklet describes the manufacture of hardboard and its use in simple language designed to appeal to students and the general public.

Initial acceptance of the booklet, Linville reported has been enthusiastic.

More than 80,000 copies of the original printing of 100,000 have been distributed.

Te c h n ical committee chairman, Harold Ely, reported that the Association has entered into a ioint research project with the Nationil Paint, Varnish and Lacquer Association to develop paint recommendations and specifications for exterior hardboard applications.

George Fewson, production committee chairman, reported that six member companies had reported a perfect safety record since the last annual meeting in November, 19ffi.

Hal Ellicott, chairman of the group's promotional committee, said that the Association's expanded promotional efforts would supplement the activities of the member companies in increasing trade and consumer knowledge of hardboard products and applications. He noted that the American Hardboard Association was the first building materials Association to sponsor run-ofpaper color feature articles in the nation's leading newspapers. Because of the initial success of the first two releases, an increased budget will be appropriated at the Association's annual meeting to be held in Chicago, November 16-17.

Jqmb Dondy in New Plont

Jamb Dandy Lumber Company, Inc., has announced its relocation in a new plant at 705 West Sunnyslope Street, Whittier, California.

New telephone numbers are RAvmond, 3-7382 or OXbow 8-2024.

Look for a story and pictorial spread on this modern new Jamb Dandy plant in a forthcoming issue of The California Lumber Merchant.