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TODAY

TODAY

Along with that inviting picture you give prominence to a headline that says something about "You Too Can Have More Space for Family Fun at Only $12 a Month." Then you include a definite request for people interested to come in or call you. Tell them that you can help them select materials, suggest ways to get the job done, and how to get it financed.

One successful dealer puts it this way: "In all our newspaper advertising we include a picture of a new home, remodeled room, or expanded attic with all the dazzle, glamor, and beauty possible. In other words, we try to sell the completed job showing the reader the most enticing picture possible. Then we talk about the benefits received from the new room, remodeled attic, basement amusement room, or whatever it is. Once the consumer wants these benefits, we get around to the products that will do the job."

About now you're probably thinking I'm going to suggest you hire a highpriced advertising man. That defiinitely isn't necessary. Your local newspaper will be more than happy to help you plan a complete advertising campaign.

They'll help with layout and copy. All you need do is furnish the facts and tell them what you want featured. Newspapers also have mats available from their nationally syndicated mat services. Many of the mhnufacturers whose products you sell also provide mats for your use. You can use any part of these. Many times the art work on these mats is just what you're looking for.

Brace yourself now. The mere running of newspaper advertising isn't enough. You and your salesmen must follow through to capitalize on the interest created by the advertising. And here's how. Say you run several attention- getting ads on making an extra bedroom or den out of a catch-all attic. Mr. and Mrs. Jones get interested in this and stop by your yard. Then you show them pictures in manufacturers' literature, you take them into your idea room-the room where interior finish materials are on the wall. And you show Mr. Jones actual samples and you show him how easy the materials are to put up.

Or another example, Mrs. Jones might call and ask for more information. Send a salesman to call on her as soon as possible, complete with samples, literature, facts on costs, financing and getting the job done. Or if you haven't a salesman to send, phone her with the information.

In other words. newspaper advertising will help you get more People on the line in the shortest possible time, but as to landing them, that's up to you.

Another thing, in going into newspaper advertising-or any other kind of advertising for that matter-don't expect a single ad, or a hit-and-miss insertion to perform miracles. You've got to keep at it consistently-use regular insertions throughout the year so the public is continually aware of the benefits they can receive from products offered in your yard. See what I mean about the planning that is necessary?

If you plan such a newspaper advertising campaign with ',vell thought out objectives-more sales-and watch your results, you'll soon be able to see the benefits from your advertising. And you'll soon be able to tell what per cent of sales is best invested in advertising. In the final analysis, the ability to obtain satisfactory results at proper costs is the measuring stick for successful advertising.

Syd Smith, San Diego lumberman, and Mrs. Smith, will fly to Honolulu on August 6 to visit their daughter and son-in-law, Mr. and Mrs. James W. Anderson, and their two grandchildren. They will make the return trip by plane on August 28.

How Lumber Looks

(Continued from Page 2) per cent above. Compared to the corresponding week in 1951, p:oduction of reporting mills u'as 36.2 per cent above; shipments were 41.1 per cent above; and new orders u,ere 26.0 per cent above.

The Western Pine Association for the week ended July 5,102 mills reporting, gave orders as 49,067p00 feet, shipments 41 ,n2,OO0 feet, and production 41,812,000 feet. Orders o nhand at the end of the .iveek totaled 196,539.000 feet.

The Southern Pine Association for the r,veek ended July 12,97 ur'its (123 mills) reporting, gave orders as 18,381,000 feet, shipments 19,076,000 feet, and production 19,228,000 feet. Orders on hand at the encl of the rveek totaled 50,321,000 feet.

The West Coast Lumo;-:"'l Association for the week ended July 5, 176 mills reporting, gave orders as 85,152,000 feet, shipments 67,307,000 feet, and production 59,812,000 feet. Unfilled orders at the end of the rveek totaled 490,083.Q00 feet.

For the week of July 12, these same mills reported orders as 101,167,000 feet, shipments 71,987p00 feet, and product:on 6j25,C00 feet. Unfilled orders at the end of the rveek totaled 519.264.000 feet.

Forest Service Chief Retires

Appointment of Richard tr. NIcArdle as Chief of the Forest Service, U. S. Department of Agriculture, has been announced by Secretary Brannan. He tvill succeed Lyle F. Watts, Chief Forester for the 'past nine years, who announced his decision to retire from active duty on June 30.

Mr. \\'ratts' retirement from active duty as Chief of the Forest Service rvill mark the completion of a pultlic career service of nearly 40 years. He has headed the federal forestrl. agerlcy since 1943.

In reco.gnition of his outstancling public service, N[r. Watts, in 1950, received the Department of Agriculture's distinguished service au,ard "for distinguished and effective leadership in advancing the conservation of forest resources in the United States and internationallv."

A career government forester, Mr. N[cArdle has been a member of the Forest Service for more than 25 years. Since 1944 he has served as Assistant Chief in cl-rarge of Cooperative Forestry Programs.

McArdle's earlier governmental forestry service includecl the directorship of two regional forest experiment stations. He conducted important research lvork on fire control and on timber grot'th and yield. During a year's absence from the Forest Service in 1934-35 he served as dean of the school of forestry, University of Iclaho. He served overseas with the U.S. Army during \\rorld \\rar I.

Astoria, Oregon, boasts, of red cedar about 1865, which is a bathtub made of Western still in perfect condition.

Reedwood Ceiling Prices

(Continued from Page 4) ceilings for individual producers at the highest levels at rvhich they sold during the period December 19, 1950 to January 25, 1951. During this period some manufacturers had increased prices after the outbreak of fighting in Korea. Otlers had not. The result was a distorted price pattern r.l'hich lvas frozen under the GCPR.

Twohy Out

In the July 1 issue of the CLM we ran an item about Rudie Henderson, of Ontario, Calif., r,vho formerly orvned a. retail lumber yard at Lone Pine for many years, and the monkeys he encountered on a trans-Pacific flight, the item being contributed by Arthur Tu'ohy, rvell-knou'n lumberman and lumber yard broker of Los Angeles.

Norv it appears that all is not r,vell in the Trvohv press agent department, the follou'ing letter having come to ou; attention. The Merchant expresses condolences to X[r. Tu'ohy.

i)ear Art:

You're fired. Despite your June 19th invoice covering no charge for press agent services for the'month of Jgne, you have failed miserably. Any press agent that can obtain space on page 42 rather than page 1 should be relegated into limbo.

\foreover, vou referred only to one monkey. What about the second one that hoisted my toupee and first used it for a beard before recognizing it as a hair-piece?

In addition, you asserted that we tvere but 600 miles ollt on the Pacifi,c. The facts are that \,\re \vere half n'ay L-,et's'een Harvaii and Wake Island rvhen this interesting ..'entu:-e occurred. Also, you failed to state the sex of the nronkey that took a shine to me. And further, a celebrity such as me can never be satisfied t ith a onecolrrmn head at the bottom of the page. If a press agent of mine cannot rate a screamer head across the top of a page he is a .rvoeful failure.

I regret the circumstances that r.recessitate my terminating your services.

Sincerely yours,

Forest Supervisor Appointed

\\ralter J. Puhn has been appointed to the position of iorest supervisor of the Cleveland National Forest rvith headquarters in San Diego, according to an announcement by Regional Forester Clare Hendee of San Francisco. His most recent assignment has been acting supervisor of the San Bernardino National Forest. Mr. Puhn succeeds Hamilton K. Pyles, rvho has been transferred to Forest Service Regional Office at Mihvaukee, Wis.

Lumber Ycrrd Fire

Fire damaged the planing mill section of the Glatts Lumber Co., Pasadena, on July 16. The loss included .rvoodworking machinery.

Moiling

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