Mount Whitney Lumber Cr., Inc.

'NANUFACTURERS OF PONDEROSA PINE - SUGAR PINE. WHITE FIR . INCENSE CEDAR

Whofescrle Lumber Distribution Yard

3O3O E. Wqshington Blvd. Los Angeles 23, Cqlif. Phone ANgelus OlTl

to see the exhibits and attend the clinics at the close of each day's sessioti.

The chief attractions of the Exposition, held in conjunction with the annual meeting of the bcard of the National Retail Lumber Dealers Association, were the brilliant array of 14 model rooms planned and designed by leading consumer magazines, the nranagement clinics, denronstrations and forums for dealers, and the three acres of product exhibits arranged by manufacturcrs of lumberyard rnattrrials.

Matching the dealer and consumer attendance in importance was the unprecedented volume of constructive publicity which the Exposition inspired. Nationwide telecasts from the floor of the Armory, magazine articles by the publications rvhich spc'nsored the model rooms, dozens of radio and T-V previews and interviews, and many columns of photos and descriptions in newspapers in New York City and vicinity brought thousands of consumers to the Armory and gave the retail industry new prestige with the consuming public.

The broad and favorable attention which the Exposition attracted undoubtedly has gone far to acquaint the public with the great variety of services offered by retail lumber dealers and to impress on the public mind, and in the mind of hundreds of influential editors, the slogan of the Exposition, "Before You Buv or Build, See Your Locai Lumber Dealer."

In addition, manufacturers and distributors of building materials received convincing evidence that the retail lumber dealer is a dominant and progressive force in the distribution of their products.

Attendance at the dealer clinics on materials handling, retai! store merchandising, and Lu-Re-Co house construction ex- ceeded all expectations, and the clinic programs and manuals provided dealers with a wealth of helpful management guidance never before available.

The model rooms, which occupied both sides of the main aisle on the Exposition floor, shared the publicity spotlight with a complete, attractively landscaped Lu-Re-Co house located at the end of the aisle. That the Exposition, managed by Grover McDonald, was skilfully planned to serve its purpose of turning public attention to the retail lumber industry, was borne out by an article in the New York Times.

In the management clinics, dealers heard about and watched at first hand through live demonstrations the latest techniques in mecharrical handling in a proglam arranged by a dealer committee. Principles of yard arrangement and layout for both small and large yards, together with data on the selection and use of mechanical handling equipment, were explained in the clinics and then demonstrated with equipment in action.

Dealers in attendance heard about and saw demonstrations covering modern sales-building techniques in store layout and display, including display selection and use of fixtures, effective use of lighting, traffic flow, sales power of color, self service, parking, and scores of other subjects related to profitable store selling.

TEED GOOD I,UMBDR?

Ponderoso Pine

Sugor Pine

Douglos Fir Cleqrs lncense Cedqr rh" x5" Ponderosq Pine

Cobin Lining

UNLIMITED SUPPLY-DIRECT FROAA OUR 'IAItt- RAIL or TRUCK ond TRAIIER. YARD STOCK AVAILABIE FOR IMITAEDIATE DETIVERY-UNTIMITED QUANTITY.

We Are At Your Service -

G. C, (Ied) Hoyl-Wm. J. (Bill) Belqu-Virgil Howord-Fronk A. Csbrero George Ennis-Jerry Belden-Bob Hqllsworth

LunaspR lvfnLL Nc SUpPLY Co.

Ofiices & Yord 4230 Bondini Blvd. los Angeles 23, Col, ANgelus 9-3280

ANgelus 3-7503 leletype: LA t5t6

Dealers learned how the Lu-Re-Co system of panel construction operates, the cost experience of dealers using the system, and methods of merchandising Lu-Re-Co homes. In addition to the one complete Lu-Re-Co house, which attracted great interest among consumers, two other houses were partially constructed within the huge Armory, showing interior and exterior construction details.

Hundreds of dealers coming frotn as far as Arizona, California anC Washington, stated that the experience gained from any one of the clinics was worth far more than the cost of their trip. Speculation as to the details of another Exposition in 1955 was one of the main topics of conversation between sessions well before the end of the nine-day event.

SCRTA in R,eodiness for Foll Conference ql Pqlm Springs

Orrie W. Hamilton, executive vice-president of the Southern California Retail Lumber Association, is making final preparations for the Retail Lumber Dealers Conference for owners and principals at El Nfirador hotel in Palm Springs, November 16 and 17. An interesting and helpful program is being arranged.

The subjects to be discussed in open forum meetings were suggested by the dealers, and discussion leaders have been chosen for their r.illingness to serve and their intimate knowledge of the subjects to rvhich they are assigned. Each leader will briefly outline his topic and then open it for discussion from the floor. Orvners and. principals of retail lumber and building material companies, with their ladies and families, have been officially invited to attend the conference.

All the facilities of the spacious El Nlirador rvill be available to the conference members. Several events are being planned for the ladies.

R. J. "Dusfytt Dussler W:fh Kendoll

R. J. "Dusty" Dussler, formerly Southern California sales manager for Pope & Talbot, Inc., Lumber Division, is now associated with Charles Kendall, Kendall Lumber Distributors, Los Angeles.

Mr. Dussler was with Pope & Talbot, fnc., for 18 years and had wide experience in both the lumber and steamship divisions of the company. As manager of their lumber terminal subsidiary (Inner Harbor Terminal) at Wilmington, he became familiar rvith all phases of lumber cargo handling operations, and since January, 1950, he had been sales manag'er of their Lumber Division.

Remonufocluring PlontConcentrotion Yord P. O. Box 289 Roscville, Csl. Phone: 2033

Mr. Kendall and Mr. Dussler rvill continue to serve their many friends in the Southern California territory rvith lumber from the Northwest via 'n ater, rail and truck shipments. Mr. Dussler recently returned from a flying trip to Oregon, where he spent some time calling on mills.

Your Yord Cqn Cosh In On Chrisfmos

(Continued from Page 16) gests selling approaches designed to milk these sales tools for all they are .ivorth. The plan covers such things as residential display contests, participation in organi zational Christmas programs, horv to encourage school projects anrl other methods of activating Christmas activity in your trading area.

For local store displav there is a giant Christmas headquarters identification banner and an intriguing plan dispenser for your counter rvith 50 copies of the outdoor display plans, 50 of the gift and toy plan folders and two of the plans for the nativity scene. To spark your local advertising, you get ad mats, radio commercials and TV commercials skilfully magnetized rvith a porverful Christmas selling theme that should spark plenty of buying traffic through the sho.lvroom.

National Promotion Support

Behind all this, the DFPA carries a strong advertising program in the October and November issues of 20 national magazines ranging from Life and Saturday Evening post through a dozen leading home, business, school and church publications. These ads offer 39 plans, including the Chrismas items, free to the readers. Publicity t'ill be carried by national magazines and neu'spapers and in the package kit for dealers there are suggested local publicity stories. Here's a brief run-dorvn on the plans: For the thousands of families rvho like to displav their