1958 Erposition to Give Deolers Everything from llerchqndising to Xlexico

Expanding present markets and creating new ones will keynote a "guided missile" merchandising program for the National Retail Lumber Dealers Association's 5th annual Building Products Exposition to be held in Chicago, November 22-25.

Emphasis throughout the Exposition will be on how lumber and building material dealers can move more merchandise, according to Phil Creden, Exposition general chairman, and Deyo W. Johnson, program chairman.

"The big problem for dealers this year is how to boost building material sales in the face of shirt-sleeve competition for the discretionary spending dollar," Chairman Creden said.

New approaches will be taken in the materials handling and component construction portions of the program, again accenting increased profits through cost cutting and salesbuilding, Mr. Creden indicated. Entertainment features of the Exposition are also being studied with a view toward less formality and broader participation by all segments of the Exposition.

A twelve-day, post-Exposition tour of Mexico is being offered to lumber and building materials dealers and their families who plan to attend the National's fifth annual Exposition in Chicago this fall. The tour is under the management of Gibbs Tours of Chicago in cooperation with the National association and several of its federated associations. Included are visits to such colorful and historic spots as the ancient Pyramids of the Sun and Moon and the Temple of Quetzalcoatl outside Mexico City, the Floating Gardens of Xochimilco, the Palacio de Cortes at Cuernavaca, exotic Borda Gardens, which was the summer palace of Emperor Maximilian and Empress Carlotta, and a motor tour through the Sierra Madres to luxurious Acapulco, stopping on the way to visit the quaint silver-mining town of Taxco.

Beginning in Chicago after the close of the Exposition on Tuesday afternoon, November 25, and. terminating with the return of the dealer to his home town twelve days later, the tour varies in cost from $325 upward p€r person. Included in the fare are airline accommodations, transfers, sightseeing trips, hotel accommodations in Mexico City, Taxco, and Acapulco, all meals outside Mexico City, guide service, and Mexican Travel Permit.

Information and reservations are available through Gibbs Tours, 220 South State Street, Chicago 4, Ill.