DFPAts Difiord Cqlls for More Support of rhe

Retoil lumber Deoler

Douglas Fir Plywood Association announces that it is scheduling a history-making, three-page gatefold spread in Saturday Evening Post's Sept. 24 issue in which the message "See Your Local Retail Lumber Dealer" is splashed across one entire page and prominently featured in the other two pages.

At the same time, \lV. E. Difford, association managing director, called upon the entire building materials industry to give retail lumber dealers greater promotion support. Commenting on the associatioh's latest move, he declared:

"It is high time we recognize that the lumber dealer is the only really effective retail sales force for the broad building materials industry. It is imperative that w€, as manufacturers, do everything we can to strengthen his position against some of the dangerous tendencies evident today toward a breakdown in normal channels of distribution.

"ft is not enough merely to extol the merits of our products in national advertising. We must support in every medium of promotion open to us the vital place that the lumber dealer holds in the distribution picture. Our national advertising must clearly establish that he stocks and services our products and it must direct the customer into his lumberyard to buy them."

The DFPA spread in the Post pictures a retail lumber

wEtcoME!

In this issue, lve rvelcome these ne.iv advertisers the family of California Lumber "Merchant-isers" :

The A. & B. Lumber Sales, Inc. (Page 54)

Black Diamond Company (Page 42)

Cal Distributing Co. (Page 41)

Davidson Plywood & Lumber Co. (Page 21)

Do-It-Yourself Shows (Page 30)

Lumber Service Co. (I'age 53)

Millwork Mart, Inc. (Page 41)

Pine Tree Products Co. (Page 53)

Protection Products Mfg. Co. (Page 43)

San Francisco Glass Co. (Page 41)

United States Plywood Corp. (Page 11)

United Wholesale Supply Co. (Page 41) dealer servicing his customers and describes him as the "best informed man in town on building materials." It points out that he is a source of ideas, information and to help in the solution of any building problem.

The association said that, to its knowledge, this is the first time any building materials advertiser has devoted a full page of this kind in a mass circulation medium to the "see your lumber dealer" theme. Inside the gatefold in the ad there is a two-page .spread carrying the hard-selling slogan, "You Can Build Anything With Fir Plywood."

Difford pointed out that western fir plywood manufacturers have been intensifying their basic policy of promotion support for more than two years.