Fir Plywood Association Mid-Summer Advertising Campaign

West coast plywood manufacturers have scheduled a $250,000 mid-summer smash advertising campaign in newspapers and magazines over and above the regular plywood promotion in a move to double across-the-counter summer sales of fir plywood by retail lumber'dealers.

The campaign was announced by Douglas Fir Plywood Association which said the new summer program is sched-. uled over a seven-week period in I,626 daily papers-the biggest newspaper advertising program ever run for any building material.

Headlines will read: "Take it from your lumber dealer, the weather's right, the price is right. Now is the time to do-it-yourself with fir plywood." Every ad will feature prominently, "See your lumber dealer today. He has new plans for you."

"The dramatic new fir plywood newspaper campaign provides dealers an unmatched opportunity to double the impact of their own local advertising," W. E. Difford, managing director of the plywood association, announced. "Dealer tie-in ads, run next to each of the six national plywood ads, can tell builders, home owners and home craftsmen where to buy and feature individual dealer prices to cap\talize fully on the big national promotion.'l

Fifteen new tie-in ads have been prepared for dealers. Ad mats are available free to dealers upon request (Douglas Fir Plywood Association, Tacoma 2, Wash.), and sets of mats already have been sent direct to the 1,6'% daily newspapers. The dealer tie-in ads feature such headlines as: Build It Yourself, Do-It-Yourself Special, Headquarters for Fir Plywood, Today's Best Buy, Good News for Weekend Carpenters and 3-Day Special on Fir Plywood.

Dealers in towns not having daily newspapers can benefit alike from the promotion in the big national magazines that reach cities, towns and farms. These small-town dealers can tie-in by running ads in their weekly papers.

The ads start the middle of July and run through August in every city that has a daily newspaper. Their combined circulation is 35,000,000, and they reach 80 per cent of the nation's homes. Simultaneously, the industry will run full pages in Life and Saturday Evening Post, plus September ads in Pathfinder, Popular Mechanics and Home Mainte- nance and Improvement, rvhich goes to retail dealer customers.

Timed to ride the crest of the "do-it-yourself" u'ave, every ad is packed with sales-starting ideas for home craftsmen. E,ach one urges home owners and hobbyists to get busy now while the weather's right on summer fix-up jobs, plywood built-ins, outdoor storage units and fences, indoor and garden furniture, boats, remodeling ideas and shop projects.

The campaign will drive thousands of potential plywood buyers into retail lumber yards looking for plans, ply'il'ood and other materials. Dealers are offered a wide variety of plans for both indoor and outdoor plywood projects. They include four bright new designs for outdoor storage units and garden furniture, nine plans for built-ins for the home, six plans for garden fences and wind-screens, 10 plans for modern furniture, six plans for boats. remodeling ideas and a score of plans for farm structures.

Dealers can get supplies of the plans at a fraction of their cost either from Douglas Fir Plywood Association or from their sources of supply for plywood.

Dealers are urged to stock up now on both interior and exterior plywood so they will have the panels on hand with which to turn.inquiries and questions into actual sales.

The association points out that the campaign has been piled atop a continuing program of aggressive plywood sales promotion which represents an annual investment of over $1.5 million. This includes full and half pages in shelter magazines, homecraft magazines, architect-builder publications and the business press.

New Sisqlkrqfi Booklet

A new booklet about Sisalation-a vapor barrier, reflective insulation product-is available in quantity to dealers, free of charge. Explains what condensation is and how to avoid it in new home construction; also, how to correctly apply this low-cost, dual-purpose product.

Write to: The Sisalkraft Co.,205 West Wacker Drive, Chicago 6, Illinois. Specify quantity and if stuffer size or larger counter size is desired.

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