IRECT TO YOUR D00

Cqrdinol Directs Fir Door Instifute

Tacoma, Wash.-Benjamin T.

Cardinal has been appointed managing director of the Fir Door Institute with headquarters here. He was formerly midrvest field representative for the Douglas Fir Plywood Association and took over the position on July 1. He will direct trade promotion activities for the group rvhich produces a large percentage of residential doors used in this country.

In accepting the post, Cardinal expressed confidence in the future of the giant door industry. He pointed to the remarkable resurgence in popularity of panel doors during the past two years, saying:

"The unusual revival of interest in panel doors has been brought about mainly through the forward thinking of the industry. In the past year, the several new designs introduced by our members have opened new markets. Our order files bear this out. The fir door industry now produces nearly 70 styles of residential doors that cover every architectural need from traditional to high style modern."

Cardinal represented the plywood association in the mid_ west for three years. From 1948 until L952 he was a sales representative for U. S. Plywood Corporation in San Fran_

Voluoble to His Selling Job

I would appreciate very much yoJr entering my name on your subscription list. Also, if possible, I would like to buy 15 copies of the April 1 issue as there was an article in that issue that I believe will be very valuable to me in my selling job. I have recently transferred to the Alcoa San Francisco sales office from the midwest, where I was concentrating my efforts on the sale of Alcoa aluminum farm roofing, and have been much interested in the quality of the material edited in your magazine.

Fred Hall, Jr.

Oakland 8. Calif.

cisco. In outlining his plans for the next year, Cardinal stressed the importance of bringing the thinking of the consumer to the producer.

"During 1955 i will spend at least half my time traveling throughout the United States,,, he said. .,Learning the ideas and views of our consumers first hand cannot help but lead to advances in styling, marketing and manufacturing. It is imperative that today's manufacturers keep abreast of the advancing tastes of America's buyers. Our members are particularly conscious of this obligation and are continually working torvard improvements in tune with the needs of the public."

Cardinal succeeds James F. Fowler in the post. Fowler recently was named director of promotion for the Douglas Fir Plywood Association.