WELCOAAE N. R. L. D. A. Need for Aggressive Deqler Merchondising Progroms Felt

Lumber and building material dealers have much to Iearn from retail merchandisers of consumer goods, W. J. Harris of Chico' California, assistant division manager of the western retail division of Diamond National Corp., told Calaveras Cement Company sales and executive personnel at a meeting in San Francisco on October 14.

He said that aggressive advertising and merchandising programs are essential to growth in tlris competitive fleld, and cited examples of his company's own experience to back up the point.

"We have moved many of our Diamond stores from the railroad track to Main Street just by efficient advertising, in spite of the fact that no physical locations have heen changed," Harris said'

As a pa,rt of its merchandising program' Diamond has put a "new lo;k" on run-down, out-dated builtlings and yards by re-