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"L Can't Happen, Or Can It?"

An Open leffer ]o lhe Induslry

The California Lumber Merchant

Attention: David Cutler, Managing Editor

Dear Dave,

Are we old fashioned or just plain lazy? Do we form organizations and associations merely to see them wallow in the shallows of disuse and avoidance? Does the lumber industry really consider itself immune to modern technological and marketing advances? When we get right down to it, the answer to all of these is a most unhappy o'yes." What other conclusion is there to draw?

Let's each of us ask ourselves, "what ain I doing and what is my company doing to support our industry's principal trade associations?" Let's go one step further and ask ourselves, "Do we even hold membership in one or more trade associations?" Probably not! Perhaps many of you say, "Why should we?" "Things are going pretty well," or "I'd Iike to, but I just don't have the time." Now, I'm not saying that these aren't natural reactions when someone is asking you for valuable time. I'm just saying that these are not progressive, modern marketing philosophies. As a matter of fact, they are damn old,-fashioned. It's something like the guy who never takes the time to vote because he's busy or times are pretty good. You don't hear his squeal till he feels the pinch. The pinch he and many more like him might have avoided if they had merely voted.

This neglect of modern marketing principles is clearly reflected in the advertising and promotion material produced (or not produced), by a large part of our industry. A good deal of what is produced is patterned after the 1930's. It is probably narrow in its concept, and if it produces any results, which is somewhat doubtful, it does so only for its sponsor. Well, this is to some extent all right for a particular adver, tisement. But it is totally shortsighted when producing merchandising aids and promotional matterial for retail outlets. After all, the man on the street has probably never even heard of you. So, what you must do is romance this man a,bout what he can do with your product. In other words, to say that your product's the best is not enough. You must show him the many ways in which your product may be used. Create an interest!

The future is probably one of the things most taken for granted as long as times are pretty good. But things change mighty fast. Let's take a minute and look back a few years at industries that have suffered dearly frorn modern day advances. The railroads, for example, saw their once valuable passenger business becomg almost overnight, a deficit dealing dilemma. The reason? Modern substitutes-airplanes and buses. Another striking example of not being prepared for the sudden advent of a profit-crippling substitute is when the coal industry saw 70/o of their market quickly change over to oil, gas, and electric power.

Of course, nothing so abrupt and disruptive could ever happen to the lumber industry. Or could it? There certainly isn't a great deal to stop it from happening. We have the tools with which to prepare ourselves for any likelihood. The tools are our associations. We had better use them!

PAT BENSON, General Manager California Pacific Sales Corporation, los Angeles, Calif.

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L. A. Hoo-Hoo Chief

I{'EN KENOFFEL of Arkay r\ Lumber Co.. Burbank. took the helm as president of Los Angeles HooHoo at the club's annual election meeting staged in June at the Palos Verdes Country Club. He succeeds outgoing president Wally Lingo of Sun Lumber Co.

Other officers elected were Phil Kelty, lst vice president; Ken Coleman, 2nd vice president; Mike Walsh, 3rd vice president; Don Johnson, secretary and Frank Quattrocchi, treasurer.

The new officers will take over their duties with the August meeting of the club, scheduled for August 13 aboard the S.S, Princess at San Pedro.

Ralph Irwin posted an ad. mirable 80 to take low gross honors during the afternoon golfing session. Charlie Nelson copped the low net trophy with a 68.

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