VonSont, Dugdqle & Co. to Rein Lumber Industry's Million-Plus 1958-59

Wood Promotion

Van Sant, I)ugclale arrrl Co., liialtimore, JId.. has been appointed arlr'ertising agelrclr for a "milliorr do1lar-1rlus" national $'oo<1 rnerclrandising an<1 promtrti,,n Irograirr t,-, be launchecl by the National Lrrrlber N{anufactirrers .\ssociation this f:r11. Iu anrrorurcing selection of tl-re aa.eucy, NI-NIA Executive Yice f'resicient fIortinrcr Il. Dor'lc <1eclarecl

_ "\-arr _Sant-I)rrgdale <1icl an outstancline- jsf of Proving the treecl for a national u'oocl promotion l)r()gram, througf-r the techni<1ue of a cletailecl aurlio-r'isual lrreseirtatior.r shou,n tlrrouglrorrt tlre cotrrrtrl' to ( )tlr fe,leraterl' :rs:')ciati( )ns. . "It u'as logical, therefore, that \ran Sant-l)rrgclale shorrlcl be emplol'ecl to create a pr()gram clesie'rred to bolster lumber's markets."

The :17-year-olrl Ilaltirllore agencl- l.ill rlirect an :rc1r'ertisitr5S canrpaign in leacling tr:r<le magazirres ancl top opirrionruoJeling lrublicatit,ns. Tlris rvill be directetl tou-ar<i .onrt.,,.,.,ers. brrilrlers, architects, engirreers, school olficiiLls, farn.rers, lumber distributors ancl alliecl groul)s.

Charles NI. Ilrrchanan. \'an Sant-l)rrgdale r.ice-presiclent an<l superviscir of tlie Nl-lIA accorrnt, e-rplained tl-rat the aclvertising canrl>aigu u'il1 be I'an rrnrbrelLa-tr-pe elTc.rrt to give greater nre:rrring to the excellerrt ltromotional actir"ities of Nl,\[r|s regional associations anrl irrclir-idrral companies.

"This will involve pre-selling the customer on wood -as opposed to competing materials-to create a more favorable climate for the promotion of particular brands and species. Our objective will be to create an atmosphere of excitement about wood and a broader knowl- of wood's many new uses for as function."

In adclitiorr to arlvertisille. the neur gram ltrovirles for : decoration as well nrerchan<lisirrc pro-

1. ;\n expansiorr of the association's u.ork irr the 1ielrl 'f buildi'g cocles.rrcl fire irrs.rarlce rates-to elinri'ate cliscrinrinations :Lg:Lirrst lunrber an<l rvoo<l lrroducts.

2. I)elelopment oi a l'echnical Prornoiion ficltl stalT to u.ork *'ith architects. engl'eers, cortractors, sch..l .fifrcials ancl others u,ho irrflrrence the rrse of u.oocl.

3. Stepperl-up activity irr all major areas of prrblic relatiorrs. inclr-rdirre- increasccl preparatiorr of booklets arrrl brochures, filnrs, tracle anrl prricluit prrblicitl..

4...t\ special elfort to encorrrage ltigh schcic,l an<l college stutletrts to bec.nre 'r.rc farniliar i'ith, a'rl thc-,rorrg-riiy rrtr<lcrstancl, the tech'ical as.pects,f 1u'rber ancl ,r.,r,ril Irr,,,ltrcls.

'l-he nati.':Ll Pro'tr-,ti,' elTort. first srrch c:Lrultaig, sirce