Idtilc

We uish to extend our THANKS to the mang friends who make our business possi.ble, and to repeat to each our wish that your Christmas mag be an eniogable one, and the New Year hoppA and prosperous.

Jerry Moshek

Bob Hothowoy

Moise Penning

Jock Appleion

George McAllisfer

Roy Tierney

Horry Whittemore

Foy Eorly

Dorothy Gorcio

Betty Rotto

E. leslie Gontt

Bill Friborg

Mel Ruffotto

Poul Golle

Elverl Gontt

Forest [o Belle

Bud Smith

Ooklond, Colif.

Dennison Slreet Whorf stlnier Ilusiness. "There has to be a l'rofrt iu brtsitress, atrcl there has to be a 'p1or,v-back,' or it goes clou'nhill," he sai<1.

Hollywood, Colif.

3459 Cohuengo Blvd.

.'\s is custonrarv at these stimulating <lealer get-togethers. the speakers l)as.s out to the auclierlce some helpful study infor-rnation. llr. Hollenbeck lianrled out trvo getrerous l'relpings to his rlealer friends attcl cttstotners: "'I'he ElTect of Incrcaseci llark-up or-r Net Profit" ancl "Sales, Cost, I'rice an<l Profit Planning."

'l'he poprrlar ancl able Norbert Bundschuh was next to thc po<liurn. Tlre nranager-treasurer of the N{yrtle Aveuue I-tttnber Co., llorrrovia, also a vice-presiclent of the SCI{[-A' talkecl ori "Aclvertisirrg." He said it succirlctlv u'hen he stated : ".\rlv.'rtising reaches 1,000s in the sanle tinre a salesnrarr re:rches 1."

"Norb" saicl Aclvertising must be backed up b1' l'larragernent, Policy ancl Showroon. He citecl 2(y': as the acceptetl llsrrre for an a<lr'ertisirrg budget in the retail lumber business. He describecl tl-re variotts r.nedia to reach your trade. tolcl of his 1'arcl's owll success rvitl.r newspapers, atlcl shorn'ecl son're intriguing color slicles of his orvtr adt'ertising. many tusing the copyrightecl "Bill I)irtg" character.

Onc of this nranagenlent's most stlccessf ttl stutrts has been tlre use of a smart catchline for a marvelotts idea t<r nror,c the yarcl's stocks. It is "Let us reconlnlerrd a goocl contr:rctor or carpenter." He declarecl that "Even name brands have to be advertised continuously and aggressively !"

\\'ith the half-n'a1' rnark trot yet reachecl irl tltis vital and ettornrouslf informative afternoot'r sessiou, lJttnclschuh in- troduced the third of tl-re session's sche<luled speakers, Wayne Hull, manager of the l{ull Bros. Lurnber Conrpanl"s Los Angele s yard. 'lhis young <lealer talked on "Dcr-clopirrg Small llrril<lers ancl the Drou-in Tracle."

Young Hull, too, lrad a sct trf exciting slides shorving actual atlr,ertising dorre by the yarcl, clever gimmicks arounrl the store, and other atterrti()ll-arresting icleas. One of the Hull slogans is "2 Acres of l-umber llargains." 'lhey alscr use an old car stunt, the "ColTee Bar" r,r'hich w:rs recently reporte<l in these pages, an<l pusl'r neu' icleas like pre-crrt fer.rcing, sl'rort lcngths racks, clispensers for boxed nails, etc.

A panel clisplay they put up cloublecl sales of that item. and probabll. many of those custonlers sharecl in the 500 cut)s al'r,eek tlrev serr-e of free coffee to tl"reir trade. "lnci clentally," cleclarecl \\:ayne, "\\'e serve t1're coffee piping hot so the,t- have to brou'se in the store 10 mirrutes u'hile it cools."

\\t-a).ne Hull mentiorre<l in 1t:rssing the new Canoga [':rrl. location to whicl'r that Hull r'ard jtrst recently ntove(1, alrd u'hich rvill soon be reportecl in these pages. It has a 99c b:rrgain table ancl, you nright like to krrr,n', it aver:rges $150 a u'eek.

(Continrred on Page 122)

Lefl, Dorothy ond Wolly HUtt, Donno qnd Woyne HU[[. Non ond Greg GARTRETT

Right: Koth erine ond Siuort HARRI S, Joyne ond Roy Wll-tSON

Lefr (reoding the lyrics): Guy BARNETT, Austin BATCHELDER, Froncis O'SUTI.IVAN, Cqrl LAUGHI-IN ond their lodies

Right: Consfonce ond Lowrence ADAMS, Morion qnd "North" SWANSON

More thon s,(XrO Visit 2-drry Open House

Cosh Soles Soor, Speciols Sell Out As Entz-White Opens Self-Seryice 'Lumberterio' in Phoenix

When Entz-White Lumber and Supply, Inc., Phoenix, Arizona's, most bumptious lumber and hardware company, opened its new, unique "Lumberteria" on Saturday, October 31, and Sunday, November l, more than 5,000 people turned out to visit it,

This do-it-yourselfers' heaven is a 250-foot-long, Lshaped, help-yourself building materials market which features lumber sorted by sizes, lengths, species and grades, price-stamped by the piece and stored in bins.

Other building materials, also priced individually, are mouldings, common plywood, hardboard and gypsum board infull sheets and smaller pieces; roofing supplies, sack goods, fertilizer, rental tools, doors, windows and masonry. The Lumberteria opening was announced with a large newspaper display ad in which four "specials" were anSATURDAY nounced. Otl-rer specials were Lumberteria atrd store. indicated by signs all over the designed

Cash sales during the two-day opening soared to new heights and all specials offered were sold out.

The only give-away items used were Hallowe'eu tnasks of the famous Entz-White cartoon characters.

At the time the Lumberteria was constructed, parking space was expanded-now there's black-top parking Ior 66 cars without crowding.

The Lumberteria, which was tect Ralph Haver, A.I.A., is of and is located just east of the back Road.

Materials such as brick and block, not requiring' cover, are piled in the open 10,240-square foot sales area in front of the Lumberteria building but inside the chainlink fence, which bounds it.

Customers enter the Lumberteria through a turnstile at (Continued on Page 109)