West Coast Lumbermen's Associatian Will Push Its Species in Euery Crossrouds to Boost Demand

Prepored Especiolly for fhe Golifornio Lumber Merchqnt

By Arrhur VV. PR,IAUIX

A combination of tight money for home financing, heavier than usual Canadian imports of lumber, and some evidence of overbuilding in certain areas of the nation, conspired this year to reduce demand for West Coast lumber.

Volume for 1956 will run about four percent below the five-year average, but will be about 10 percent below 1955.

Outlook for 1957 is for a continuation of demand at about its present level, although volume of business could take an appreciable jump under certain conditions. If some formula could be worked out to place more money at the disposal of home purchasers, new home starts would pick up sharply. Any improvement in world conditions which would siphon off Canadian lumber from this country would help.

Certainly there is no letup in sight for a high level of construction of churches, schools and light commercial buildings, all cf which take vast quantities of lumber. Forecasts for the peak heavy construction year of all time bodes well for lumber, especially timbers, plank and heavier dimension.

The key difference whether we have a so-so year or a boom year in the West Coast lumber industry pretty much revolves around housing volume, for about 40 percent of all of our lumber goes to this market.

Millmen are not just sitting back on their tail bones waiting for the wind to blow orders in through the window. They are, through the West Coast Lumbermen's Association, out after business more aggressively than ever before.

WCLA will mount its hardest hitting national merchandising and promotion campaign in 1957, using every effective media-magazines, newspapers, radio and television, as well as direct mail advertising. The lumber people want to be sure they get their share of the home construction and light construction dollar.

With assured distribution at every crossroads in the U. S. of well-thought-of Douglas fir, west coast hemlock and western red cedar lumber, west coast millmen expect to be able to get their share of any business whether it is a full house job or a single board for the shoulder trade.

They intend that every American who is interested in lumber knows the names of their fine West Coast lumber species. They expect to let the prospective U. S. lumber customer have a full rundown on the great structural qualities of fir and hemlock, its non-twist characteristics, and its ease of working. They will tell of the beauties of fir, hemlock and cedar at a time when the nation's architects and designers are designing homes with more exposed

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It's show-time*and you can't afford to miss the greatest shows on earth! Every regional convention as well as the national shows feature all-stars-the latest building materials that make your jobs easier and more profitable. Make it a point to attend as urany conventions as you can. And while you're there, stop by the Iong-Bell booths. Yorr'll see such show-stoppers as Long-Bell Kitchen Cabinets, Flakewood and Ven-O-Wood. And Long-Bell representatives will be on hand to answer any questioru you may have.