SOUTHERII CAIIFOR]IIA 1UMBER SA1ES

SUGAR PINE . PONDER,OSA PINE - WHITE FIR ' INCENSE CEDAR

5o. Cqlif. Representotivslveay Pine Co. of Colif.

Deolers Get First Moiling on NRLDA's Giont t958 Soles Show

Lumber and building material dealers across the nation are receiving this month the first direct announcement of the 1958 Building Products Exposition of the National Retail Lumber Dealers Association. NRLDA's 5th annual trade show, the Exposition this year will be staged in Chicago November 22-25 at the International Amphitheatre, with dealer meetings scheduled at the Conrad Hilton, headquarters hotel for 1958..

Six breakfast sessions will be held at the Conrad Hilton, featuring top-ranking industry and professional speakers on the subjects of expanding lumber dealer markets, selling more home improvements and building specialties, how to meet packaged prefab competition, opportunities for increasing farm business, and ielling kitchens and associated items.

The announcement also outlines the new "Sales Huddles," the merchandising and market consultation features of the 1958 Exposition, describing as their objective "to give dealers an opportunity to get specific answers and professional advice on merchandising problems connected with any particular market or product classification."

"This is the most important step forward in our programming since the beginning of the NRLDA show," said Exposition General Chairman Phil Creden, merchandising manag'er of the Edward Hines Lumber Company, Chicago. "The marketing experts of our building material manufacturers represent literally millions of dollars worth of training.and thousands of years of collective merchandising experlence,

"Our NRLDA Sales Huddles will provide the economical means by which this huge industry investment of time and money can be funneled directly to the retail dealer-the man who must MOVE the merchandise."

Enclosed with the announcement are flyers outlining two "NRLDA-Hilton Holiday" plans. Ten features are covered in the flat-price attendance packages, including Exposition registration fees, lake-front room at the headquarters hotel, and luxury meal and entertainment events. One "Holiday" package is designed for weekend attendance at the Exposition; the other covers the full four-day period of the show. Use of the "Holiday" package is not restricted to the lumber dealer himself but is available to all who plan to attend the NRLDA Exposition. Dealers are urged t6 offer both plans as incentive awards for employee contests this year.

Redwood Shipments Continue Goin; Orders Surpossing 1957 Period

June shipments of California redwood lumber showed the fourth suCcessive monthly increase this year, according to figures compiled by the California Redwood Association frorn reports submitted by 14 major redwood mills.

Redwood shipments throughout the U.S. in June totaled 47,930,000 board feet, a 2/o increase over May shipments of 47,019,000 board feet. Despite the gradual rise which began last March, the demand for redwood lumber at the end of the first six months of 1958 was nearly 8/o under the first six months of 1957, according to the CRA report.

Orders on hand as of June 30 at the reporting mills totaled nearly 57,000,000 board feet, which was more than 7Vo above the unfilled order file for June 1957.

'Redwood production during June was 41,246,N0 board feet, practically the same as the April and May pro^{gc-t19n rates. Production for the six-month period totaled 235,618,000 board feet.

Disfribution Theme for Convention

Washington, D. C.-The growing concern of building products manufacturers over efficieniy in their distribution system is reflected in the program being planned for the 37th annual convention of Producers' Council, Inc. This year the manufacturers'organization has chosen as a theme, "The Dynamics of Distributior.r." Their meeting will be held in Miami, Florida, September 77-19, at the Dupont Plaza hotel.

In relating plans for the program, Council President Fred M. Hauserman, Cleveland, Ohio, stated, "Producers daily are becoming more aware that an efficient distribution system can mean the difference between a profitable or losing operation. No matter how good our products or technology may be, manufacturers will find it difflcult to maintain a fair share of the market, unless achieving effrciency in distribution."

Speciolizing in