Sqn Diego's Airline Lumber co. offers customerss

i.'Sportsline' Rodio Progrom

2. Number System for Shoppers

3. Do-lt-Yourself TV Progroms

4. Hostesses in Western Costume

5 Time-Poyment Finoncing Arronged

6. Soft Music, Free Coffee All Dcry Long

7. Free Pqsses to Home-teom Boll Gqmes

8. Free Instruction on Weekend Projects

9. Home Plcrnning Room for Building Ideos

10. Boby-sitter Service, Ploy Areo {or Kids il. Colored Shirts, Nomeplotes for Employes

12. -and Other Goodwill Business Builders

A. IIITER|NGTON, Roberr l/t. SUTION, Gil FREESE

Five years ago, the Airline Lumber Company, San Diego, California, established business in Old Town, near ,'The Marriage Place of Ramona," with two employes. Today, under the guidance of Robert M. "Bob" Sutton, president of the progressive retail concern, this lumberyard services 50,000 customers annually, has increased its operating area three times and is presently making plans to double the storage and working area adjacent to the Santa Fe spur, rvhere eight boxcars can be loaded .and unloaded at a time.

With a total today of 26 employes in the yard and office, Airline enjoyed a 175/o increase in yard sales during the fiscal year closing in June. Much of this steady increase is credited to the "Sportsline by Airline" radio program, which the company sponsors and by which the lucky winners receive baseball tickets to the Padre home games. This sales promotion campaign is backed with local news- paper advertising, direct mail and TV Do-It-yourself Programs,

Getting the customer to the Airline building materials yard is just the beginning. IJpon arrival at the clean, modern plant, the prospective buyer of everything for the builder is greeted by trvo hostesses in u'estern garb. A shopping number is given at the time the car is parked, free coffee is available all day long and a play area rvith "baby sitter" is furnished while husband ancl n'ife brot'se around for their purchases.

The Airline Lumber Company stocks every type of building and improvement item, including brick, hardu.are, tools and electric appliances. 'I'he leading specialty, however, is all designs of u.estern Redwood ferrces. Airline fencing is sold and applied in every community in San Diego county, according to Gil Freese, secretary-treasurer of the firm.

The Do-It-Yourself trade this July alone increased t44o/o over July a year ago. Trained mechanics are on

BELIEVERS lN BRAND ,NAMES ore the operofors of tho Airlihe lumber Compsny, qs the rigm cround the yord show in top poncl obove. At top lcft is some moulding dock; fop right showr finish shed ond port of lumber rtock in yord orec. lop center ond lower righr shw onothcr dirploy creo, where voriou: building motericlr ora displcyed; Gil Freese is sionding in froni of toble with Frce Hondymon Plqns in lower right scene, lower left photo rhows rhe kiddie korner.

EEUEVES lN SIGNS-Bob Suilon, who operote! this merchordising yorcl, is shcwn in c3nter pholc; righr shows the generol yord lo1'out. dut| in thc va|cl rletails of alrPlicatioit al)oui thc materials purchased. rrrtli tir( (,,riJ,;lr\ (1,1,,r'-.;Lr;ttt'1llt' :trL'rl rlLll\(l\ lill(1.i.r,'t ;., tt 1,, -;Llr'- 1,i,1( tjtt;Ll. t]r, lll:Lll;rq('rt)(']l1 r,l i'tt- irt,l ll\,' Ltrll- ,,1 lrr,,lrllt riLt-,i t,;ttllrttlt'tt1.

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ATTRACIIVE HOSIESSES, Boby - siili:rg Service, Nunrber -qysienl for cuslomers, Free p.'s5es lo hone-teom boseboll gomes, ond even scme octivily oround the lurrberycrd cre shown in this group of scenes ct 5or DieEo': rnerchondising Airlirre Luirrber Compony. Secretory Frces:: i; shown lco lelt wiih two o{ ihe weslernrlorbe.i greeiers ond, aenier, o hosless hcnds his number lo o drive-in (uslo;ner At the ri9ht, obove, on Air!ine hostess checks in o smol! girl for the ployground oreq, where the child will ploy while her Cod b:owses for builcling mqieriols ot the yord; ncfe the p!ywcod honCy pone!: in chase from Airline, time payment may be arranged immediately for any home improvement job by the customer.

"These are but a few of the ideas we have applied during the past five years to build customer satisfaction and volume sales," declared Bob Sutton. "We intend to use every effort to attract buyers of building materials to our place of business. San Diego is growing by leaps and bounds and we intend to see that our organization grows with it," he continued.

In addition to Sutton, the young men responsible for the growth of sales include Dale A. Titterington, former secretary-treasurer who has just advanced to vice-president, and Gil Freese, until recently credit manager but no.iv in the secretary-treasurer spot. The secretary-treasurer job is responsible for the firm's finances, and the Airline credit manager arranges financing for the yard's customers.

Woodwork Institufe of Coliforniq

Meets in los Angeles Ocfober 5

The Woodwork Institute of California will hold its second general membership meeting this year at the Mona Lisa, 3343 Wilshire Blvd., Los Angeles, on Thursday, October 6. Russ Bjorn, manager of the Institute, announces that the dinner meeting lvill get underrvay at approximately 6 p.^., with Bob Hogan of Hogan Wholesale Building Materials, Oakland, president of the WIC, presiding.

Follou'ing dinner, Bjorn will give the group a short report revier,r'ing WIC's achievements and results obtained during the past two years in promoting the use of more rvood in milhvork. fhere's something new in fhe disfribufion of plywood in fhe eost los Angeles oreqnew ln focilities ' new in invenlory. ' ' new in obility to serve },ou, ll's Weslern Slotes Plyttood Corporotion! Strotegic LocotlonWeslern is ready to fill your plywood needs from o well-stocked worehouse locoted in fhe heqrt of Soufhern Colifornio home ond commerciol conslruction. Dfverse lnvenloryWeslern sfocks o wide ronge of dorneslic ond imporled plywoods ond plywood speciofiies lo rneel proclicolly any reqvirement.

Wayne l\fullin, president of Mullin Lumber Company, and president of the Southern California Retail Lumber Assn., will speak on the "rvood mindedness" of the industry as a whole.

The meeting'lvill then be turned ()\'er to group discussion pertaining to millu'ork problen.rs and, specifically, rvays of promoting and increasing the use of 'rvood in general millwork.

The next morning, October 7, ttre \\rIC directors rvill hold their fourth and final directors meeting for the year and appoint a nominating committee, u'hich rvill begin rvorking up a new slate rif officers and directors for the coming year.

Experiencad PersonnefWesfern tflonogemenf is froined ond experienced in the plywood ffeld, and lomilior wilh reguiremenfs in yovr porticular field.

Quick DellveryWesfern's rvorehouse hos fost looding foci'litl:es delivery lo yovr frucr(s - or Western con moke prompt delivery to you. Prices on direcl codood shipments ore glodly suppliedDepcnd on Wesletn to carr7 yout plytrood fnvenlorylNo mofler who|' your reguirenrenfs. moke if o proclice lo