,Lumber Xlqnufocturers Urge All-Out Assoult for Preservqtion of Lumber's Plqce in the Sun

-The Entire lndustlyf766 Growers to Retoilerslsl3l lhor hns 'Time for Boftle'

The president of the Nation4l Lumber Manufacturers Association norir proposes that all segments of the lumber

. industry-timber -growers, lumber manufacturers, whole- salers, commission salesmen, retailers, converters and job- in a "total, all-out merchandising-selling cam- paign" to promote lumber and wood products.

, Wash., makbs the recommendation in an article "Time for

Battle," published in the 1957 yearbook of the National

Association.of Commission Lumber Salesmen.

, Leuthold warned that manufacturers of competitive materials are "mobifizing forces for an all-out attack on lumber's markets" and that the lumber industry must meet the challenge with a counterattack of "unprecedented" scope.

"This requires, first, that we put aside differences arising out of species, regions and other considerations," he declared.

"ff the lumber manufacturers of one region fail to cooperate with those of another, the competition will outflank them both and drive toward their objective unopposed.

"Further, lumber's assault must be carried by all the troops at its command. This means, the timber grower, lumber manufacturer, wholesaler, commission salesman, retailer, converter and jobber of lumber, plywood, millwork and all other wood products."

Leuthold pointed out that the National Lumber Manufacturers Association has laid the groundwork for a "broader, more united industry efiort" by sponsoring a study of the industry's present merchandising programs. The study, along with recommendations as to what further promotional activities should be undertaken, will be made by Dr. James D. Scott of the University of Michigan.

Leuthold paid tribute to current publicity-trade promotion efforts of the NLMA, its 16 {ederated associations and other segments of the lumber industry, observing that "in newspapers and magazines, on radio and television, lumber is getting the best'publicity it ever had."

"But, he added, "we have only to look at lumber's declining per capita consumption rate to realize that these efforts are not enough-that they must be bolstered and expanded.

"It would be easy to cite more examples of the excellent promotion efforts of NLMA and other segments of the lumber industry. However, important as these efforts are, their chief value is in setting the stage for the job we must ' accomplish in the future."

In discussing the efiorts of competitors to capture lumber's markets, Leuthold asserted:

"Make no mistake--our competitors realize full well the values of advertising and, particularly, cooperation.

"One of the latest illustrations of this point is a joint, nation-wide promotional campaign developed by the big three aluminum producers-Kaiser, Reynolds and Alcoato sell aluminum awnings. If the aluminum awning promo-