EDITORIAL

Report of q Successful Morrioge

A BOUT A YEAR ago the West Coast Lumber- fl- men's Association and the Western Pine Association merged under a new narne: Western Wood Products Association (WWPA). Shortly thereafter an executive vice president for the new organization was hired. Wendell B. Barnes in ,early September reported on his first year's stewardship to his board and membership. It is an impressive document. We will not print it in full, but the quotes used below will give you an idea of what has been accomplished and what needs to be done. It goes without saying that we at The Merchant have nothing but praise and admiration for WWPA and Mr. Barnes, and what they are doing for the industry. We sincerely hope that their success will be recognized for what it is and supported enthusiastically by those dissenters who apparently cannot see the forest for the trees.

Let's see what has been accomplished:

"I am confident that the lum,ber industries' future success is to be found in the united action of its many segments.

'oWWPA's role of aggressive and responsible leadership is being recognized at the national level. It has been accepted as the voice of technically progressive and market-oriented western lumbermen. WWPA's public image has gained, and will continue to gain stature. The need of the industry for its vigorous programs is recognized. We are establishing belief in our competence, trust, and goodwill among all segments of our wood-using industry.

"I am impressed by the quantity and quality of voluntary industry leadership that passes on to the industry the benefits of their specialized training and long experience. They insure that the association programs provide quality service at a minimum cost to the memlbership.

"Our WWPA committees and staff together accomplished much in this past year. We now face ne.w and challenging tasks and problems.

"Forestry must provide members with authoritative answers to all phases of the new and complex timber sales contracto the new appeals procedure, and the new road easement forms. The expected change in lumber grades will result in the obsolescence of lum,ber price indices. It will also result in the need of revising all appraised data based on lumber recovery under the old system.

'oW'e must promptly complete, publish ond publicize the new WWPA grading rules and the technical data on the stress grades, as the result of the adoption of the AIS, proposal relating dry and green sizes. We must undertake a large scale educational and promotional effort with all phases of our industry including the consum,er. We plan to be among the first, if not the first, to make tech- nical information on stress values available to the users of our products. ooThe task in public relations centers around the pressing need to increase the effectiveness of WWPA in correctly and rapidly translating western lumber industry communications to an ever-widening circle of specific and influential target areas. In the past year, WWPA member companies, their key personnel, allied associations, government agencies and the local, regional and trade press have been kept informed about the western lurnber industry. We believe there has been a good improvement in the quality of our communications. We have kept our members well informed.

"We have developed the Market Strength Index, skillful use of which will provide benefits and avoid losses. The Geographical Sales Analysis program has also been introduced. This program will permit any company to compare its realization on its own products from market to market; where your company is doing well when compared to the industry, and in what area your company needs strengthening. It will provide both a guide and a measuring stick for the association's promotion program. It will open a mine of information for analysis by the association stafi.

"Capturing new markets for western lumber is a prime assignment of the advertising and promotion department. Its authorized level of programming determines the extent of its range. Our 1965 program has been outstanding."

Looking ahead, Barnes continues:

"There will be many changesalmost a new industry. Assuming the new ALS sizes are adopted, and again I stress the importance of adopting them, we will then be entering a period of harmony within the industry when we should plan to move forward rapidly. This should tbe a time for testing and advancing new sales and distribution techniques; a time of opportunity for the lumber manufacturer who takes advantage of the marketing opportunities now developing and put to intelligent use the economic reporting services that will become available to him.

"The new WWPA grading rules will provide for the manufacture of modular lumber products which have ,been properly developed for wide customer appeal. There will be new and accurate technical data on the stress grades available for engineering and construction use. The new rules provide for the efficient use of th6 harvested log from both the manufacturing and sales standpoint. They further provide for the manufacture of lumber products of uniform nature that will give the designer, the specifier, and the builder-contractor a readily available wood building material of demonstrable performance at competitive in-place cost.

"Finally, let's work to bring other lum,ber groups clcser to us. Let us invite all our western lumber and wood-using groups to join with us in taking advantage of our mutual opportunities. Let us command an ever-increasing share of tomorrow's markets. Let's do it together."

Who has said it better?