PHILIPS BROS. LUAABER CO.

Lumber Adverfising Storts qf Once

(Continued from Page 8) agreed upon a full-scale, national promotion campaign. -

-"This million dollar effort will spearhead and tie together the various species and brand-name merchandising programs now being conducted by our regional associati-ons ind individual maanufacturers at a cost of some $5 million annually," Doyle added.

Climaxing a two-day meeting in San Francisco, the committee approved policies and budgets for the program to include:

1. Advertising in national consumer and trade publications.

2. Preparation of special booklets, product publicity and other promotional material.

3. An expanded technical promotion field staff to work with architects, engineers, building code officials, contractors and other bulk consumers of lumber and wood products.

4. A special effort to encourage increased promotional activities on the part of wood product and equipment industries closely allied to the lumber industry. The ultimate objective of this project would be to have all elements of all'industries dep6ndent upon the sale of lumber and wood products join in one unified national promotional effort.

- Advertising and promotional material will stress wood's many advantages over competitive materials, including its strength, beaufy and versatility. This theme will be directed toward persons who design, specify, build and buy structures and products made of wood.

Stepped-up technical promotion will be designed to-s.timulate lncreased interest and a better understanding of lumber and wood products among the building trades. Another objective will be the removal of building code restrictions against wood.

-Other phases of the technical promotion effort will involve ths development and distribution of technical literature and data on the performance of wood, and the education of student architects and engineers.

Operating under the full 35-man National Wood Promotion-commiltee is a special nine-man Executive committee and three subcommittees. Hood is chairman of the Executive committee. Chairman of an Advertising and Merchandising subcommittee is Jack Fairhurst, vice-presidelt -an{ general manager of the Fairhurst Lumber Co., San Rafael, Calif.

Heading a Technical Promotion subcommittee is E. C. Rettig, eiecutive vice-president of Potlatch Forests, Inc., Lewiiton, Idaho. Chairman of a subcommittee on IntraIndustry Cooperation is T.H. O'Melia of the Scotch Lumber Co.. Fulton. Ala.