5 Carlow Lettcns Company

Warehouses

to Serye All Southcrn Golifornio Deolers * l7O3 N. 8th Street

COITON, Cqliforniq

TAlbor 5-0672

I l38l Brodley Ave. PACOIMA, Colifornio

899-5208

'38 Eqst 59th Street tOS ANGELES, Cqlifornio

Pleqsonl 2-3137

68O7 McKinley Avenue tOS ANGEIES,- Colifornio

Pleosont 2-3136

2510 N. Chico Sheet

E[ MONTE, Cqlifornic Gllbert 2-3050 GUmberlqnd 586-0641 * i1400 Interchangeatle Panels Entranco Doors-All Typos *

]{0RGII D00ns for Every Use .

SED0RG0 louvers & Solonhl-ilodern Hardwood Flush Panel Doon * rusfl D00RsASII-I{AH(ISANY

-BIRCHr{AsolilTE-BtEcll * fln PtYwooDIAPIIIESE PTYWIIOD * usloco ooons

TOUVER DOORS

3 PANET DOONS F.3

FOUR PANET RAISED F-14

X-8UCK FRONT DOORS

.sAsH DOORS r-13

NA|SE PANEI. TOUVER DOONS

'rscnEEN DOORTi

ITENCH DOORS

"',6t rcH DooRs fANCY FIR DOORS (ENTRANCEI town EuNDs ilONENEY TYPE DOORS

:'souTHEnN ArR- DOOiS *

Edoblirhcd t 896

A. D. Bell, Jr.

Dear A1: f do not know the extent of Wood Marketin g's "investiga- tion" of the permanent exhibit concept, but it did not, to my knowledge, include conversations with those of us in the greater Los Angeles market who have been in-volved in the development of just such a permanent exhibit. In the absence of such inquiry, I suggest that the conclusion that Wood Marketing's budget will not permit permanent exhibit centerg in major markets is, at best, based upon insufrcient analysis.

You asked me what my reaction was to the "Cavalcade of Wood" program planned by Wood ltfarketing, Inc. I thought it was a poor idea very well pre. sented.

I was, and others were algo, underwhelmed by what we heard and saw at the recent Wood Marketing stockholder's meeting. The "Cavalcade" programa motorized caravan of wood and wood products to be exhibited in cities about the nation-is an exciting, imaginative concept. It is, I believe, a dramatic answer to a need that doesn't exist.

The stated objective of Wood Marketing Inc. is to " desig! a program directly beneficial to the companies supporting the efort . to increase the sales opportunities in all wood markets . to promote the use of wood to those people who design and specify and buy the end products ., . ". I believe these were the words, in general, used at the recent Wood Marketing meeting.

These are worthwhile objectives. And it should be obvious that the increased sale of wood and wood products (including those produced by WMInc. subscribers) is also the objective of the retail lumber dealers. fire question, then, is: "Will lVood Marketing's program help the dealer to sell the subscribers' products ? And will it promote wood in general?"

The concept of a "Cavalcade of Wood" is an exciting one, but so is a page of advertising in Life magazine. What is needed at the local level is not a mobile display of wood and wood products, but, as you suggested at the meeting, a permanent wood & wood products display and information center.

You will recall that we were told that the "permanent exhibit" had been "investigated" and was "tho-ught to be too expensive not feasible within their budget."

Our axe to grind is simple. With Wood Marketing the existing local wood promotion pnogram in this market, with the help of other lumber interests, could quite possibly create the ffrsl complete exhibit and information center. Without their assistance we will have to wait a little longer for what we lc'row is needed at the local level.

Based upon our experience we feel that we can prove conclusively that successful promotion of wood products in any market must inelude the formation of a permanent wood and wood products display and information center. Only such a eenter ean provide the architect, desigaer, deeorator, engineer, and builder with the source of information he requires on a much needed day to day basis. (The experience of Wood Information Bureau in this regard, incidentally, is available to anyone who wants iL)

I fail to see how any sound marketing analysis can eonclude that a 80-city tour of the "Cavalcade of Wood" can possibly produce results justifying the expense of it. I propose that ten to twelve permanent display and information centers in as .many major markets would be far more productive in achieving the results that lumber manufacturers, wholesalers, and retail dealers want: to sell more products at better priees.

We, and Wood Information Bureau, will extend full cooperation to the objectives of Wood Marketing in the future just as we have in the past. We cannot, however, in good conscience, rubber-stamp the t'Cavalcade" concept as the best answer to the problem of creating greater demand for wood and wood products.

Sincerely,

Jim Cooper

Cooper, Davis & Co. Los Angeles, Calif.

Those interested in the lull text ol lim Coopef s letter mny obtain & cow by writing The Merchant-Eili.tor.

Dear Mr. Cutler:

Your coverage of Curtis Peterson's speeeh (August issue) certainly was good reading, as you said, and we'd like the op- portunity to carry it in our Plan Magazine for Middle Atlantic dealers.

Could you please tell us how we can obtain permission ?

Barbara Allyn Associate Editor Middle Atlantic Lumbermen's Assoeiation

Philadelphia, Pennsylvania

Dear Barbara, nt(uty thanks, and, permission granted, Editor.

FISH are the only things safe from fire. have you got any fins?

REGION CONSERVATION COUNCIL

DON'T fool with matches! l;isr f, ANd PLEASE make people more careful

DIAMOND's NEW IINK

(Continued, lrom Page I2) tomers and ('onlra('lors may inspt'r'l produ< t displ.ry,*. see tlernonstrations and rec'eive advice about improvement projet'ts f rom the center's sales staff.

Besides the usual shopping conr eniettt es of charge accounts and revolr,ing credit, l)iamond National has its own financins plan to assist homeowners in obtaining loans for home and larm modernization or repairs. An erperient:ed sale-" force is prepared to assist customers in lroth planning their home improvemerrts antl in working' out the financing details. Interim loans are available for new home construction and a Builder's Control Senice is offered {or the contractors.

Club Goes Sponish

['ith a tht.me of "Old Spanish Days"" Hoo-Hoo-Ettt. Cluh (r celelrrated its annual company night b1. awarding t'ash gifts to winners Ron I)ixon, Art Recves, Dave Menhack. Bus lJlanchard and Don Gow. John

Wcston and Jessie Culbertson rvon the floral ccnternit'ces and Lois Jont's took home a pinata bull.

Hanging streamers, fan ct'ntt'rpit'ccs and bull fight postcrs all added Iberian impetus to the latc Or;tober fiesta. \{tumt'n's name tags wer() tiny silk fans whilc the mt'n idt'ntified thernselves by small somlrrertis n'ith their names on thcm. Nlore than eiehtv dinner-dancers atlended.

Hecothorn Promoled

Lloyd L. Ht-t'athorn has bet'n namt'd vite president in charge of sales of Arcata Redwood Company. a-s announced recentll' lr1. thc president- Howard A. Libbev.

Hecathorn servcd trs sales managt'r lor tht'last two )'ears. He will continue to maintain his office at Arcata. Arcata Redwood Company manu{acturcs a full line ol redwood lumber products and with the complt:tion oI a modern plant has recently entered thc field as a supplier of rcdwood industrial cut -qtock.

SwISS