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TUil8ET AND IU'TD'NG fi/{TEIIATS ozd WESTERN BUILDING REVIEW

FEATURES

I vor. ns No. t I

CONSUMER SALES ARE KEY TO RETAILER'S SUCCESS

GRASS VALLEY INVITATIONAL GOLF TOURNAMENT

MERCHANDISING TIPS FOR SELLING POWER TOOLS

OAKLAND CLUB'S REVEILLE IS AGAIN A HIT MARRIAGE AND PARTNERSHIP IN THE TRUE SENSE

WHAT WOOD CAN DO IS SHOWN IN EXHIBIT

THE MERCHANT'S PLAN OF THE MONTH

LUMBERMEN HOLD REUNION LUNCH CLUBS CELEBRATE AT THEIR NATIONAL CONVENTION

NEW ARIZONA ASSOCIATION OFFICERS sAN JOAQUTN CLUB HOLDS SPORTS DAY

QUALTTY WOOD CABTNETS ADD TO KTTCHENS

THE MERCHANT'S VACATION HOME PLANS

EUREKA'S COMPANY APPRECIATION NIGHT

FRONTIER THEME IN PANEL PROMOTION

Publlsher A. D. BeU, Jr.

Ma,naglng Ddltor Davld Cutler

Asslstant Eilltor anil Advertlstng froduction Manegor Walden Muns

ClrculatlonAndieal)eoortmentFriese Publlsherr R€preaontatlvea NOBTIIEB}T CAIJFORNIA

Max Cook, advertislng and news, 420 Market Street, San Francisco, California 94111, Phone (415) Yukon 2-4797.

SOUTHERN CAITT'OB,I\TIA

Jerrv IIlckeY. advertisins and news. -412 Wesi- Slxth Stree-t, Los Anseles. Callfornla 90014, Phone (218) MAdison 2-4565 or MAdison 2-0670.

PACIr.IC NOBTIIIVEST

Pete Klaner, advertising and news, Termlnal Sales Butldlng, Portland, Oregon W2O5, Phone (503) CApitol ?-4993.

CHICAGO

N.C. "Budd" Bollow, advertislng and news, U250 South Halstecl Siieer Chlcaeo. Illlnois 606X' Phone (312) 56,8-1L22, EDITOBIAL OT'IICES

CALIFORNIA LUMBER MER. cHeXt l8 Dubllshed monthly at 412 Weet Slxth Street' Ls Aneeies- Catttornla 90014. Phone (2lS) [IAdieon 2.-4685 ot MAilicon 21007o uv -Catiiornla Lumber Merchant' iic. Piease address all correspondence to office of Pubucatlon. seconA-class postage rates Paid at Los Angeles, Californla. Atlvertlsing rates upon requesl. StbrcrlDtlon nahr-U.S., Can44i' 'I\,I-exlco- and l-attn Amerlca: $4one vear: fi - two Years. Overseas: $5 - one Year; $8 - twg Yeals. Slnsle coDies 50 cents. Ijack coples ?5 6ents when available.

Chance of Aalalress-Send subscriptton 6rCers and address clqnges to E,I$1?."ff lRiAXt%iB'*tl'i'Si{ift

St- tos Anseles, cauf. 90014. Indttide addre-ss lhbel from recent tssue tf possible, plus new address' zone number or zlp cooe.

Reorlnt ServicosReprints' Prq- ori-nts. cover folders (ln both black 'ina wnite and color) on californii r.umUer Merchant articles and advertisins are available on reouest wit[in the month of issUe. dontact our editorial offices for information and Prices on any quantity.

CATIF(lRIIIA TUMBER MERCHAI{T is an independ,ent nxagoz'ine publi,shed, m,ontlLW f or those rnenxbers of the lumber and, building materials i'ndustries who need, and want factual, &ccurate news and un objectiae anafusi's of eaents and prod,ucts of con' cern to them in busi'ness.

Decorated by Nature...lmproved by Man Lam-Loc Pecky Cedar owes its heritage to sunshine, water. and a tree fungus with an artistic sense of humor. Man takes it from there. Laminating to strengthen and insure against through pecks. Milling to straighten and create edge design. Sandblasting to remove fungus residue, if desired.

The designer tlen adds his talents. A dramatic entrance flanked by a natural setting for plants. Or perhaps a friendly - c€eusti€el-\a€U f€+ste€€r+amilyor musie *oem-*-durable surface for high traffic commercial applications or a fascinating disclaimer for kitchen or bath. Mountain, beach and resort homes add their accolades to Lam-Loc Pecky Cedar. A com-

Sold exclusively through Lumber dealers. patible paint and stain holding temperament offers unlimited opportunity for expression, with little or no maintenance. Excellent insulating characteristics make Lam-Loc Pecky Cedar a fitting companion for surf, snow or sand.

Sold By You Lam-Loc Pecky Cedar has been a good money-maker for many dealers throughout the West. It's a lumber product with specialty item mark-up, and one inventory goes both ways,..inside and out. At the same time Lam-Loc Pecky Cedar is promoted for you in consumer media and directly with decorators and architects. The surest _ulaylo_-ge1Joursbare of lhis lruiqgss i!,tlo_hl e _Laq-_Lac on display. A new multiplex unit, which will fit-in with your existing display or stand on its own two feet, is yours for the asking.

Ed Fountain Lumber Gompany 6218 South Hooper Ave., Los Angeles l, California.

lmporlonce of Should Never

EDITORIAL the Consumer be Forgotten

\T/HILE THE SLUMP in building activity is YV admittedly a disastrous proposition for many in the industry, we think we can see one good thing that has come out of all the upset and red ink on the financial ledgers.

It is the increasing awarenes.s that the ultimate source of profit for the retailer is the consumer, Not exactly an earthshaking concept, but it does bear repeating, especially as the consumer has tended to he pushed into the wallflower role by many r,etailers who turned to answer the siren call of selling the big tract builders. Selling the big builder is just f,ne, but only so long as the dealer doesn't los€ sight of the fact that he can't turn his back on the consumer. Because the minute he does, he alienates the one sour@ of sales that can pull him through thick and thin. And it's no nervs that this is one of the thin periods.

This is the time, however, to take a look at your business and see if this is the only area of weakness, or whether this is just one aspect where a factual reappraisal would point to serious deficiencies in your over-all marketing plan.

How about belonging to a trade association? If you don't that would be the first thing we would recommend you do. The advantages of an association are many, varied, applicable to all and un. deniable. To pass up the opportunity to have access to sound marketing skills and talents when your own business is less than perfect is to indulge yourself in woolgathering of the most expensive kind.

To delay joining is also procrastination of the most expensive variety. A delay that you will regret.

Your organization is your strength and unless it is staffed with men and women who are well-trained, well-paid and oriented towards aggressive and positive selling procedures, then the battle for the bucks is going to be extra tough, if not futile. You and your people are going to have to make the effort to get out and get into the area you sell and the area where your customers live. Find out how many families there are, how much disposable income they have, what they like and don't like and, most of all, what it takes to get them out of the car and up to the cash register

Remember that one of the best things you have to sell is not a single product, but the end use of many products. Show the customer how he can be the man relaxing in the hammock he can install. Don't show him a picture of how hard and confusing it may be for him to build the frame and the bracings to hold up the hammock. Make. it easy for the customer. If you do, you?ll have your steady source of business.

The concept of a drive for a week or two with special emphasis on selling is fine,ibut only if everyone realizes that it is an extra effort, and not just the only time they have to do it. Selling can't be a sometime thing, it must be constant and always in the front of everyone's mind when they are doing their jobs, even if their jobs are not directly in sales.

Take a look around and see if there isn't more that you can do to take better care of the consumer. He is the best friend your business has because he is the one man ultimately in charge oI your cash register. It's time a lot of people remembered it.