MASONITEn'x"-slElrNG

Demonstrate the hammer iest to your customers. Ask them: Do you know ofanothersiding that withstands this kind of abuse?

wItU tlt ere's more ,in it for ao%

You get a healthy profit margin and builders save through "X"-Siding's low application costs. Pre-marked guidelines, identical edges, easy workability, primed surface are selling points for you to use.

Pre-selling by Masonite ads and salesmen continuously creates builder demand.

You can sell this superior siding with confidence. "X"-Siding is made with the tested special X-90 fibre formula for greater stability, durability, weatherability. Its toughness and exceptional dent resistance means less damage in warehousing, handling, and applying...better performance on the house.

Your inventory can be simple, sensible: one thickness, one width, one color; standardized lengths of 12'or 16'.

Lookfor thls trade-mark on the panellng you buy: lt says this ia genuine Masonlte hardboard. lt's wood-made-better ..,made through the exclusive explosion process for unequaled strength, smoothness and uniformity,

N-ALWA Convention

(Continued, from Page 6)

Two very impressive sessions on Wednesday and Thursday were conducted by Dr. William H. Pemberton, consulting psychologist, Mill Valley, California, who told the large group of u'holesalers that "I would like to think of you as the most human part of the lumber inclustry." Although the good doctor dealt primarily with the "Art of Influence" pertaining to employee and customer relationships-how to understand the other fellow's point of view -he dropped a little jewel during the final session wheu he noted that "It has been my observation that for such a group of this considerable stature, there seems to be a definite need for more self esteem."

The lumber u,fi6ls53ls1-the guy who gets it from both ends (and a third end when he occasionally gets home)is a vital part of the lumber industry. Though his metl.rod of operation will shift along with the "Changing Outlook in the Lumber Industrv" (the convention theme). the wholesaler will continue to be much more than "iust a rniddleman." The wholesaler will continue to serve as a financer, an investment house, a banker, a credit firm, a traffic man, a barometer of the industry, a developer of new products and processes on the firing line, a man who can offer his supplier assistance with production problems, or help his customer get the most out of his business with equal ease-all this in addition to his primary function the efficient procurement of materials for his customers.

In the windup spot, Jack Pfeiffer, of McKinsey & Company, gave the group the benefit of the firm's extensive study into the outlook for the lumber industry. Noting that the "lumber wholesaler is facing many of the same changes that other wholesale industries have alrcady faced," he urged the group to "seek out your strengths and capitalize on them." As the wholesaler generally takes an active part in his business, his big advantage is flexibility, Pfeiffer noted. He is in a position to deal with his customer on a personal basis, to work more closely with him and have the answers for him when he needs them-