P. l /. CHANTLAND AND ASSOCIATES WHOLESATE TUTNBER

Since 1922 DOUGTAS

Will Coordinote Adveilising And Promotionql Effofis

A new force in the advertising and promotion of building products will make itself felt among consumers during 1954.

As a means of creating maximum impact in their merchandising efforts, retail lumber and building materials dealers and building products manufacturers are planning to coordinate their advertising and promotional efiorts on four occasions during the year.

The idea, being tried for the first time on record in the building industry, originally was proposed in May of this year at a Management Conference held in connection with the spring meeting of the Board of Directors of the National Retail Lumber Dealers Association.

The plan subsequently was approved by the Board and was developed in detail by NRLDA's new Merchandising Committee. It was enthusiastically endorsed by the advertising executives of 10 manufacturers who met with the Merchandising Committee on September 15.

The following manufacturers were represented at that meeting: Armstrong Cork Company, Celotex Corporation, Certainteed Products Corporation, Libbey-Owens-Ford Glass Company, Masonite Corporation, Pittsburgh Plate Glass Company, Sherwin-Williams Company, U. S. Gypsum Company, Yale & Towne Manufacturing Company, and Zonolite Company.

The dealers and manufacturers have agreed on these four themes and the following schedule:

February-Build a new home.

May-Get your home and garden ready for summer.

August-Add a room.

October-Get your home ready for winter.

NRLDA will urge all of its members to feature those themes in their advertising and displays during one or more weeks of the months in question. Participating manufacturers will incorporate the same themes into their advertising and promotional materials in appropriate ways during the four months'

Individual dealers will write their own advertisements and plan their own displays to fit their own local conditions.

Thus, the consumer will hear the same general story at the same time from a wide variety of sources. The full force of repetition will be brought to bear from many directions.

The four themes were selected because they represent maximum volume possibilities for a wide variety of separate products.

A number of other manufacturers who were not represented at the September meeting had expressed keen interest in the plan, and full details are being sent to them.

Following the lively discussion of the plan and related subjects including manufacturers' advertising mats, display materials, and direct mail pieces, it was suggested that the dealers and manufacturers should meet regularly. The next meeting probably will be held in November.

Members of NRLDA's Merchandising Committee who attended the meeting, at which President Henry J. Munnerlyn presided, were: Russell Nowels, Chairman, Rochester, Michigan; Phil Creden, Chicago, Illinois; Deyo W. Johnson, Ellenville, New York; Maurice Large, Farmville, Virginia; Elias Nuttle, Denton, Maryland.

John Lipani, district sales manager, Weyerhaeuser Sales Company, Los Angeles, was elected to head the Los Angeles Hoo-Hoo Club No. 2 for the 1953-54 fiscal year, at the first meeting of the fall session held at Lakewood Country Club, Long Beach, on the evening of September 11. Jim Forgie, associated with Robert S. Osgood, Los Angeles, was named secretary-treasurer, and Harvey Koll rvas elected chairman of golf tournament events.

John W. "Fitz" Fitzpatrick, past Snark of the local organization, acted as chairman of the meeting in the absence of Snark Don Bufkin, who was in Minneapolis attending the International Convention. President Lipani read a message from Mr. Bufkin wishing the new regime success during the coming year. He will report on the convention at the October 9 meeting, which is scheduld for Riviera Country Club, Santa Monica.

Other lumbermen elected at the meeting, which was attended by 125 members of the club, include: Ed Bauer, First Vice President; Jerry Essley, Second Vice President ; "Buz" Blanchard, Third Vice President.

Concatenation: "Butch" Harringer, Chairman; Ken Strausser, Fred Calhoun, George Meyer.

Membership: Ralph Steffen, Chairman; Phil Kelty, Dave Lashley, Chuck Lember, John Osgood.

Photography: Ole May, Warren Hcyt, Bill Stewart.

Entertainment: Bob Osgood, George Clough, Ole May, Jim Forgie.

John Liponi Elected President

Los Angeles Hoo-Hoo Club

Golf : Harvey Koll, Chairman; Roland Floene, Tom Fleming, Ernie Thomas.

Directors: J. W. "Fitz" Fitzpatrick, Don Bufkin, Orval Stewart, Bob Osgood, Ole May, Ed Martin, George Clough. Advisory Committee: Paul Orban, Roy Stanton, George Clough, Dee Essley.

Rex Wall, Wall Dry Kiln Co., Compton, hit the low gross by shooting a75.ln the first flight Ed Bauer won the George Ream trophy with a low net of 79-13-66 and Fred Calhoun placed second with a 78-lI-67 and was awarded The California Lumber Merchant trophy. In the second flight L. A. Beckstrorr,, Jr., won the Weyerhaeuser Sales Company trophy and C. M. Freeland placed second to receive the E. J. Stanton & Son, Inc., award. Jim Forgie won the Bohnhoff Lumber Company trophy in the third flight and Ralph Steffen shot the second low net to win the Atlas Lumber Company trophy.

Steve Hathaway and Jim Frutchey split the special blind bogey prize and Beryl Abbott won the dub trophy. Norm Ward won the guest prize, and over three dozen golf balls were distributed to the winners of the special events. Sid Simmons donated a dozen balls. Harvey Koll presented the golf prizes to the rvinners.

Harvey Bowles received "special mention" for constant attendance, having played in every tournament held by the Los Angeles Hoo-Hoo since the fall of 1944. He will complete ten years of uninterrupted play at the October 9, 1953, tournament to be held at Riviera Country Club.