CRESCEI{T BAY DOORS

"But they'd be wrong.

"Any advertisement in any of these magazines for a product available at a local lumber yard is tfrqt yardls advertise- ment-at least as far as the people tradidg'in that area are concerned."

Thumb through a shelter magazine,'Fprnsworth advises retailers, and count the number of products advertised that are available at a lumber yard.

"Chances are that between l0 and 20 ads mention oroducts carried by most yards," the CRA executive said. 'iThis means that instead of having no ads in such a publication, a local outlet is actually represented l0 or even 20 times !"

Farnsworth cautioned, however, that the advertising and promotion work done by the lumber associations can extend only so far."Brilliant planning and careful execution of these programs can't make the final sale-alone," he said, "and the job isn'f finished until the lumber is delivered and the money is in a retailer's cash drawer.

"And since it is the retailer's cash drawer, the obligation for finishing the job of advertising and promotion belongs to the retailer," he declared.

The retailer's job, according to Farnsworth, is to say to the people in his community: "You can get these fine products at my yard." There are many ways this can be done.

"The California Redwood Association alone can make available dozens of merchandising helps," Farnsworth said. "These include motion pictures, advertising mats for local newspaper use, television spots, envelope stuffers, and specialized pieces of promotional literature.

"In addition, the CRA offers window streamers, counter' displays, wall charts, special presentation files, product tags -and many other sales aids. They're all designed to identify the retailer's yard as the local point of supply.

_ "A_rd they'r.e all designed to help the retailer complete that last step in any lumber association's national advertising campaign," Farnsworth said, "and that is ringing the sale key on the cash register."

SAN DIEGO HOO-HOO .SEE'RUSSIA FIRST-HAND IN COLOR SLIDES

San Diego Hoo-Hoo Club 3 held an open meeting, November 21, at the S. D. Speedboat Club. Outgoing President Jim Smith was awarded his past presidents' pin and a piece of luggage from the membersl-rio bv 1958-59 President John Coilins. Host for the pre-meeting refreshments was Tarter, Webster & Johnson, whose Ed Boies doubled the ration.

Bill Pumphrey and Roy Batt were in cl-rarge of the meeting and presented Bill Casper, who talked from his first-hand experience on "60 Days Behind the Iron Curtain." Bill showed slides of his Soviet tour and gave a 'ivell-balanced talk on the people he met and places he visited. It r.l,'as Casper's second trip to the Soviet ljnion in two years so he was able to compare the chatrges irr that time. Besides Russia. the speaker visited Paris and ended a wonderful program with slides he took in "Gay Paree" (Correspondent's note: WOW!). Club 3 thanks Bill Casper for a well-plar.rned and interesting prograltl.

The same Mr. Casper, who is no stranger to San Diego Hoo-Hoo, will be host at Casper's Ranch, Saturday, Jarrtrary 24, for the club's semi - formal Dinrrer - dance from 9:00 to I :00. Reservations for the annual gala af- fair r.r'ill be accepted by Perry Smith ancl Ed Gavotto, co-chairmen. ancl Dealer Collins, tl-re president.

Burglars Hit Mountain View

Mountain View, Calif.Burglars ripped open a l-reavy steel safe at the Schopke and Burke Lumber & Flardware Co. 1737 El Camino Real, recently and got approximately $625, reported the Sunnyvale Standard. Adolph N. Schopke, owner of the yard, who lives in Los Altos, called police Saturday morning when he discovered the breakin. Access was evidently gained by ripping off a section of a picket fence, breaking a rear window, prying bars apart and entering. Wrecking tools were found near the safe.