1969 MAY

Transcription

1969 MAY

Andersen Perma-Shield Gliding Doors
ff~kd~~dd~
d~~
Here's the
perfect doorway
to indoor outdoor
design. A lovely
way to make a
deck, patio area
a dramatic part
of any building
. . . virtually
maintenance
free
with an armorl ike shield of
vi ny l covering a
core of wood t o
give dimensional
stability and
insulating
superiority.
Tempered,
insulating,
safety glass
is now the
"standard"
glaz ing in
the Iroquois
price book.
Order A Displayl
The Andersen Perma-Shield Gliding Door opens so easily,
glides so silently and closes so snugly that it practically
sells itself Talk to your Iroquois Salesman about our
special display offer.
IROQUOIS
ALBANY •
BUFFALO
• SYRACUSE
4"
YI 6
bend
3", 4", and 6" Vs bend
3" and 4" wye
6 11 x 4 11 wye
4" Y4 bend 9" R
3" and 4" Y4 bend
3" and 4" tee
Need a fitting for a fibre pipe?
Chances are ORANGEBURG has it!
Nice to know you and your customers can count on
ORANGEBURG for just about any size or type fitting
you need. And you can count on these tough, one-piece
ORANGEBURG Fittings for performance, too! There are
more than 10,000,000 in service to prove it.
Remember, all ORANGEBURG Perforated Pipe is tapered to mate with exclusive ORANGEBURG Fittings.
Also available are 2-, 3-, and 4-foot nipples at the same
price as pipe. For more information, see your
ORANGEBURG Pipe Distributor or mail the coupon for
List Price Schedule illustrating complete line of fittings
and adapters.
ORANGEBURG® PIPE
The Flintkote Company • Pipe Products Group
Orangeburg, New York • Los Angeles, Cali·
fornla • Newark, California • Ravenna, Ohio
LOOK FOR
THE
FLINTKOTE
Gentlemen:
0 Please send current List Price Schedule Illustrating fittings and adapters.
( NI&I )
( CompanY)
( Addross)
( Cil)' )
( Stall)
(Zip)
"""'
It stands for the ORANGEBURG Brand features:
• Tough and resilient
• KLEAN-KOTE® finish
• Easy to handle, Install
• Non-corrodible
• Long, lightweight lengths • Excellent hydraulic characterlatlcs • Long aervice life
SILVER
BAND!
You saw it in the lumber Co-operator, May 1969
---~
~
The Flintkote Company
Pipe Products Group
Orangeburg, New York 10962
- -- -
--~~-----
the lumber Co-oprator
INCORPO RATED
Official Publication
of the
Northeastern Retail
Serving retail lumber and building material dealers in the Northeast
May 1969
•
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Volume 53, No. S
Lumbermens Association
339 East Avenue
Rochester, New York 14604
Phone :
716-325-1626
HIGHLIGHTS
This Issue
1n
M odern Computer Use in Retai Iing _ _ _ _ _ _ _ 11
•
HORACE G. PIERCE
Editor
Pressure-Treated Wood Bridges Win Award _ 26
BARBARA L. DEWEY
Associate Editor
Old Log-Filled Lumberyard Changes _ ______ 28
LILLIAN M . HOYT
Associate Editor
M.
c.
BOLDT
Business Manager
Northeastern's Building Consultant Ed Sharp 32
•
Advertising R epresentatiues
]AMES K. BAKER, 179 Timberbrook
Lane, Penfield, N. Y. 14526, Tel.
716-3814836 .. • MILLER C. BoLDT, 339
East Ave., Ro chester, N. Y. 14604, Tel.
716-325-1626 . . . J. N. CLOUGH, 689
North P earl St., Albany, N. Y., Tel.
518465 6374 . .. JAMES E. D UNBAR, 9
Winding Brook Dr., Fairp ort, N . Y.
14450, Tel. 716-317-2928 . . . DoNALD
K. LUDINGTON, 1360 North High St.,
East Haven, Conn. 06512, Tel. 2034676943 . . . HAROLD L. MouLTON, 16
Ste\•ens Rd., North Hampton, N. H.
03862, Tel. 603-964-6324 . . . PHILLIP
J. WELCH, 10 Mill Rd., Mendon, N. Y.
14506, Tel. 716-624-2684.
Diamond National Opens Middleton Store __ 37
Newman Lumber Holds Open House _ _ _ _ _ 38
Building Your Image Through
Effective Advertising - -- ----- --------- 40
•
DEPARTMENTS
Published monthly at Albany, N . Y.,
by The Lumber Co-operator, Inc., 339
East Avenue, Rochester, N. Y. 14604.
Advertisers In This Issue _------ _ 63
Calendar of Events -- ----- -- ---- 60
Subscription rote $3 .50 per yea r;
foreign $4 .50;
Single copies 60c
each.
Editorial __ _ ----- - _ _____ _ _ _ _ _ _
Advertising rates on request.
Empire State Salesmen ---------- 60
Closing dates : Advertising, 1Oth of
preceding month; Editorial, 15th of
month.
Housing News From HUD -------- 23
Second-class postage paid at Albion,
New York.
Doings of the Dealers - - --------- 54
Industry Briefs --- -- -- - - -- -----
4
6
lite rature _ ___ 23, 38, 39, 61 , 62, 63
Manufacturer-Wholesaler Personals__ 24
New Products, Ideas, Sole s Aids _ _ _ 48
Northeastern Association OHicers
and Directors ------------- 63
Ob~uaries -- - --- -- -- - --- - ----- 60
2
You sow it in the lumber Co-operator, May 1969
No other window in America can truly compare with a
TRIM-TILT-equipped window. It goes together like a
dream, and is loaded with features that really sell. Your customers will sit up and take notice when t~ey see this one!
• Sash tilt in easily for window cleaning. No complicated
instructions .. . no tools required. Women love it . ..
(men, too)!
• Sash open effortlessly with finger-tip operation . . . stay
"put" and never rattle.
• Air infiltration as low as 0. 122. Tests conducted by Robert
W. Hunt Company, Testing Laboratories, show weathertightness efficiency to be 6 times better than FHA standard. Ideal for sash with insulating glass.
• TRIM-TILT, in Geon® white vinyl, is pleasing to the eye
. .. nothing sets a room off better than a pretty window!
• • Both sash are also easily removable for painting and
maintenance. AU work can be done inside !
With so much going for you, is it any wonder that you can
sell this window at a profit! Available in both colonial and
contemporary styles. In standard sizes up through 6'6". For
the full TRIM-TILT story, a window demonstration, and
the name of your nearest distributor, mail the coupon today.
©~b[§)W:!/~
66
MANUFACTURING CO. • P.O. BOX 444 • ROCHESTER, N.Y. 14602
PLANTS IN ROCHESTER , N.Y. • JACKSON, MISS. • PHILADELPHIA. PA.
Caldwell manufactures weather-strip balance products,
and sells to leading window manufacturers the world over.
r------------------------1
1 Caldwell Manufacturing Company
Department D
1 Post Office Box 444, Rochester, New York 14602
1
1
Please send descriptive literature and name of my nearest
TRIM-TILT window distributor.
Name
1
1
1
1
I
I
I
I
I Title
I
I Company
I
I&~
I
I
I
I City
State
Zip___ I
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you
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an editorial . . . .
Retail Lumber Dealers Foundation Program Underway
The Retail Lumber Dealers Foundation is sponsori ng five Management Improvement Seminars. Earl Brooks, leading authority
in the personnel field will conduct these 2-day meetings as the initial
phase of his in-depth research into the problems of the industry.
Top Management is invited to attend these Seminars to discuss,
through an interchange of ideas, problems they are currently facing
with emphasis in the area of personnel management. These Seminars, the first programs to be sponsored by the Foundation, should
be informative and a tremendous help in solving some of the many
everyday problems you as top management in the lumber industry
fa ce.
The subject areas which Professor Brooks will cover a re- Hiring,
train ing and motivating of personnel, How to deal with problem
employees, De legating of authority, and Compensating employees.
It will be the starting poi nt for the collection of materia l t hat
Professor Brooks will use to develop a positive program in the
personnel field for the Foundation t his summer.
For those attending t his series of Seminars, they will be on the
ground fl oor of a project which could substantially influence the
personnel practices and habits which are employed by the industry
today.
Brooks is well known to the industry because of his many Convention appearances and courses for lumber dealers at Cornell
University. He is a Professor at the School of Businss and Public
Adm inistration at Cornel l Universitly where he teaches many business
courses in the personnel area . He is in great demand as a Consu ltant to industry. Currently he is working with such firms as
IBM, General Mills, Honeywell, General Motors, Chevrolet Motors,
Buick Motors, Prudential Insurance, and Mobil Oil.
Professor Brooks spoke at the Convention this year on the panel
"Compensating Employees". He was seen throughout the 3-doy
Convention interviewing ove r 60 dealers on their personel problems.
He received a great deal of addit ional background material, and his
outstanding knowledge helped many dealers with their pe rsonnel
questions.
One of the first publications of the Foundation was the housing
guide, "Retail Lumbermen's Guide to Low and Moderate Income
Family Housi ng" . T his bookle t has been wel l-received by a ll segments of the industry throughout the entire country.
The Boo rd of Directo rs recently met and approved several additi onal projects for the Foundation. One very impo rtant study wi ll
begin shortly. It is a deta iled project on scientific pricing. This
should be of great importance to all.
Congratulations to the Foundation for the outstanding way it is
getting its Prog ram underway.
4
Y ou sow it in the lumber Co-operator, May 1969
"Five ways to i ncreased profits in 1969" includes powerful paneling promotional ideas that really lay it on the line for you . Promotions
are complete. From banners, ads and publicity to brochures, colorful vests and step-by-step instructions for scheduling and following
through with your personnel. Choose from f i ve excit ing merchandising themes: "Treasure Chest of Values"; "Jubilee Sale"; "Ladies
Day Paneling Sale"; exciting new "Time for Living" promotion or ju st plain " Truckload Sale."
BUILD TRAFFIC BY THE TRUCKLOAD
WITH POWERFUL PANELING PROMOTIONS I
Any one or all five Royalcote
hardboard paneling promotions can
be yours for the asking. They work!
They sell! And you profit ! Hundreds
of Masonite dealers across the
country are finding these Royalcote
Paneling promotions real moneymakers. Not only have they moved
hundreds of panels in a day but they
have sold related items .. . adhesive,
moldings, lumber and other materials
These promotions are designed to
build store traffic for you, and they
do just that. Why not put one of
them to work for you. They are
complete with many businessboosting ideas-and after-the-sale
ideas to increase your sales and
profits even more. Your Masonite
representative has the full story. Call
him NOW or mail the coupon
for details.
r-------------------------------------------,
MASONITE CORPORATION. Dept. LC·S
Box 777, Chicago, Illinois 60690
Plea se send information on yo ur "Truckload
Sales" Promotion.
O Please have your Masonite representative deliver
full details, prices and guide book on your 1968
0
Ill.: ..::"'"' ,. . ,. ,. .
1
MASONITE
CORPORATION
Company
I
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A ddress
AC~ity ------------,S~ta~t-e------~Z~ip~
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--------------------------------------------·
Mosonho and l oyolcore oro re gistered
You saw it in the lumber Co-operator, Moy 1969
t rode~na rU
o f Masonite Corporation
5
INDUSTRY BRIEFS
>
JAPANESE REDUCE LOG IMPORT - The
reduction in import of logs from federal forest
lands in the U. S. which was recently announced by
the Japanese Lumber Importers Association amounts to
about 155 million board feet of logs, it was noted by
Wendell B. Barnes, Executive Vice President of \t\lestern
Wood Products Association, Portland, Ore.
The Japanese importers had announced that they
would reduce by 15% for the first six months of 1969
compared to the similar period in 1968 their import logs
from the U. S.
Since the export of logs From the U. S. to Japan
during the first three months of this year was well above
that of the similar period for 1968, this means that a
substantial reduction will have to take effect between
now and the end of June, Barnes said.
Presently, many of the logs intended for export are
already in the log deck, and they probably can be
converted quickly to lumber exports, he explained. Although the amount is not large, it should be helpful
in supplying some of the immediate needs of the home·
builders until additional logging roads are opened in
the West and the lumber industry can get into full
swing this season.
>
NEW DEMURRAGE CHARGES INCREASE BY ICC TAKES EFFECT MAY
1, 1969. The I. C. C. Railroad Service Board increases
demurrage charges on rail freight cars to help allc,·iate
car shortages, under Service Order i'Jo. 1023 as amended.
Beginning May 1, 1969 charges to shippers for holding cars more than six days were raised to $25 a day
and after ten days to $50. Current basic demurrage rules
allow shippers two days without charge. A. charge of
$5 for the next four days, $10 for the Following four
days, and $15 for every day thereafter.
Under the new provisions of the I. C. C. order the
two free-time days will continue, as will the $5 for the
next four days. From then on , howe\'er, the charges
will increase to $25 for the next [our days, and to $50
for each subsequent day. Unless the I. C. C. decides
otherwise, the new charges will expire on July I, 1969.
>
TOTAL NEW CO 1STRUCTION activity in
February 1969 was at a seasonally adjusted annual rate of $90.4 billion according to the U . S. Depart
ment of Commerce. This compares wi th the revised rate
of $89.6 billion in January 1969. The Department's
Census Bureau reported that the actual va lue of construction put in place in February, with n o adjustment
for seasonal variation, amounted to $5.6 billion.
The seasonally adjusted annual rate of total new
private construction in February 1969 "vas $62.3 billion.
This compares with the revised estimate of $62.6 billion
in January 1969. The actual value put in place in February 1969, with no adjustment for seasonal variation ,
was $4.0 billion.
Construction of new private nonfarm residential
buildings during the month of February 1969 was at
a seasonally adjusted annual rate of $30.9 billion, the
same as the revised estimate l"or January 1969. The
actual value put in place during February on new private
nonfarm residential buildings was $1.9 billion.
6
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HOUSING STARTS in March totaled 128,400
new privately owned housing units (non-farm
and farm) equivalent to a seasonally adjusted annual
rate of 1,539,000 units, down 8% from the February rate
of 1,673,000 units, according to a report from the U. S.
D epartmen t of Commerce. In addition, the Department's Census Bureau also reported that some 4,300
new publicly owned housing units were started in March
bringing the grand total for the month to 132,700.
Starts rose in the Northeastern area - from the
seasonally adjusted annual rate of 215,000 in February
to 258,000 units in March.
* * * *
>
LUMBER PRODUCTION in January, 1969,
was at a seasonally adjusted annual rate of 41.5
billion board feet, an increase of 7.1% from the December
rate and 8.2% above January, 1968.
Softwood lumber output for January was at the
seasonally adjusted annual rate of 33.6 billion board
feet, a rise of 5.5% from December and 5.7% above
January, 1968. Hard·wood production, at the seasonally
adjusted annual rate of 7.9 billion board feet, rose 14.2%
from December and 20.7% from the year-ago level.
Total lumber shipments in January were at a seasonally adjusted annual rate of 41.1 billion board feet 7.1% above the previous month and 10.1% above January, 1968.
Soft\\ ood shipments, at the seasonally adjusted annual
nlte of 32.3 billion board feet, showed an increase of
4.8% from December and a rise of 7.8% over January,
1968. The rate of hardwood shipments was 8.9 billion
board feet, a gain of 16.6% from the previous month
and 19.4% above January of last year.
* * * *
>
>
VERl\10NT SALES TAX - As of June 1,
1969, Vermont will have a 3% sales tax. The
tax will apply to the sale of lumber and building materials with certain exempt organizations, etc.
* * * *
NATIONAL TIMBER SUPPLY ACT-Nine
identical bills for a National Timber Supply
Act of 1969 were introduced recently in the House.
The measures arc companion bills to the bill ( S. 1832)
introduced in the Senate for Senator John Spark·
man ( D -Aia.) by i\ 1ajority L eader Mike Mansfield
( D 1\lont.). The House bills carry a list of 34 sponsors
and co-sponsors, while the Senate bill was co-sponsored
by nine Senators. The measures were referred to each
chamber's Agricultural Committee.
The legislation is aimed at increasing the productivity of federal commercial timberlands through the
establishment of a special high timber yield fund to
assure sustained, long-term financing to accelerate the
_growth rate and yield of timber from the National
Forests. Timber sale receipts, except those funds now
returned to counties and used for road construction,
would accrue to the special fund rather than go into
the ll. S. Treasury. Both Senate and ffouse Banking
Committees held hearings last month on factors contributing to lumber and plywood availability and cost
problems, and the O\'Crwhelming evidence presented
showed that the harvestable timber crop from federal
land s must be increased subslantially to meet the wood
demands of the nation For h ome building and other construction activities. The special fund would be authorized for a period of 25 years.
WE STOCK A COMPLETE LINE OF GYPSUM PRODUCTS
JUST ONE MORE REASON TO LOOK FIRST TO GEORGIA-PACIFIC
FOR YOUR TOTAL BUILDING MATERIAL NEEDS
CALL YOUR LOCAL G-P DISTRIBUTION CENTER
CONNECTICUT
NEW YORK
Wallingford .. . ... . .. . . . . . . .. 269-8725
Albany ....... . . . ...... . .... 459-8080
Buffalo ..... . ....... ....... 685-2323
Long Island .......... .. . . ... 921-7200
Rochester ............. . ... . 442-1800
Syracuse ........... . ....... 463-3315
Yonkers ................ .. .. 963 -7200
MAINE
Lewiston .... ... . . . . . . .. .... 783-1477
MASSACHUSETTS
Needham ........ .. ...... ... 444-6300
PENNSYLVANIA
NEW HAMPSHIRE
•
Manchester . ... . . . ... .. . .... 627 -3881
Ph ilade lph ia .. ........... ... 265-4800
Lanc aster ... . ... . . . .. ...... 393-1751
NEW JERSEY
RHODE ISLAND
Clifton ... . ..... .. .... . ..... 773-1000
Providence
. ...... ... . ...... 463-7700
GEORGIA-PACIFIC/THE GROWTH COMPAN Y
7
Timber Resource Development Plan
Full details of a research p roject
which could result in the most far
reaching program of timber resource
development in the n ati on's history
were unfolded for the first time before the House Committee on Banking and Currency at hearings in
W ashington, D. C., on March 27.
M. C. "Cal" Colvin, H olly Hill,
S. C., President of the Southern Pine
Association , presented the plan as a
major solution to the problem of in~reasing lumber and plywood supply
m the South to meet housing goals
set by the federal government.
The South ern Forest Resource
Analysis report - a 115 page document outlining the recommendations
- was submitted to the Committee
by Colvin and will become part of
the Congressional Record.
"The principal target is to materially increase timber growth on
about 72 million acres of forestland
in the South belonging to non-industrial private owners - and to begin
immediately," Colvin declared. "W e
envision this will require concerted
efforts by government, industry and
landowners on a scale never attempted before."
The plan, the SPA President explained, is the result of a two-year
project - the Sou thern Forest Resource Analysis sponsored by
Forest Farmers, Southern H ardwood
Lumber M anufacturers, American
Plywood and Southern Pine Associations.
Before rel easing the report, he
gave a breakdown on forestl and own ership in the South. Forty million
acrea, he said, were owned by industry, with 17 million in public
ownership. "The vast majority of
forestland in our region - 141 million acres- is in the hands of about
one milli on priva te owners, mostl y in
small tracts.
"It's h ere that we see the greatest
opportunity to increase the availability of timber and the supply of
lumber and plywood from the South .
That is the purpose b ehind the
SFRA and its recommended program
of assistance to small landowners
who either do not have the means,
knowledge or incentives to do the job
on their own.
"Obviously, the incen tives of smal l
landown ers must be strength ened,
the principal need being some Form
of financial t~ssi stance to owners of
modest means. Outright subsidy is
not generally acceptable and does not
seem necessary. Cost sharing seems
more desirable."
8
Three of the major SFRA recommendations are these:
1. Increased federal assistance to
small landowners. W hile the federal
governmen t has substan tial fun ds for
agricultural cost sharing p rograms,
most of these are directed at crops
other than trees. Therefore th e report recommen ds re-apportionment of
outlays to increase assistan ce to small
landowners for planting and timber
stand improvement. Growin g contributions of Southern timber to the
national economv and tax revenues it
generates for federal programs "more
than justify such action."
2. C onsolidation of tracts by industry-sponsored association s of owners to overcome problems accruing
from the fact that man y private landownerships in the South are too small
to warrant the expense of forest man agement.
3. Possible lease arrangements between industry and p riva te owners to
solve the problem of owner indifference to the deferred nature of returns
from forestry investments. Small owners would dedica te their lands to
timber growth in return for assurance
of annual income from industries
which would use the even tual harvests.
Tax incentives are also covered in
the report which observes that private land-owners can be encouraged
to grow timber only if state and local
property taxes are equitable and related to actual growth capacity. In
other words, a low capacity site
should not be taxed to the same extent as high capacity site.
Between now and the end of the
curren t cen tury, the report calls for
the planting of lO million bare or
poorly stocked acres - mostly to
Southern Pine and using genetically
superior stock. A total of 90 million acres will require some form of
timber sta nd improvement which involves mostly the removal of cull
trees to increase growing space.
It's estimated that the volume of
sound wood in hardwood culls is 50
times as great as the total amount
of hardwood pulp production in the
Sou th last year. Cull utilization for
pulpwood would reduce cutting pressures on existing inven tory.
Another recommen dation calls for
an in-depth study of future recreation and urban expansion needs to
devise approaches that will serve
these ends \.\ithout unnecessary
shrinkage of the lan d base for growing trees.
T he report urges a general
stren gthening of state forestry organizations through which most of
the efforts would be channeled. A
final recommendation calls for setting
up a permanent Southern Forest Resource Council composed of representa tives of sponsoring organizations,
to implemen t the report.
Estimated cost of all recommended
measures is about $100 million annuall y and much of the job would
h ave to be completed by 1985.
"Whaes New - See
It All" Keynotes
24th National
Hardware Show
The 24th ann ual National H ard·ware Show expresses through its
theme the b asic query of the trade.
"What's New" is the No. l question traditionally asked by buyers
around the world. "Sec It All" is
the con fident suggestion and invi tation extended by the industry's biggest exposition to be held September
29 to October 2 at the N ew York
Coliseum.
T his year's 1ational Hardware
Show 'vvill feature more than 1,000
of America's leading manufacturers,
utilizing over 400,000 sq uare feet
of space to display 100,000 new and
diversified hardware, housewares
and allied products, as well as lawn,
garden and outdoor living equipment.
The N ational I lardware Show
offers all buyers an opportunity to
preview th e total market at this annual meeting place of the people
and products of the entire h ardware
and allied products industry. Buyers
attend ing represen t over forty different categories wh ich include:
wholesalers, retailers, ch ain stores,
department stores, supermarkets, discount houses, lumber companies,
resident buyers, mail order compan ics, institu tions, government, exporters, premium companies, gift,
rental and maintenance
Bu yers attend the N ational H ardware Show for many different
reasons, but all h ave the common
bond of wan ting to know "What's
New." For many manufacturers it
h as been traditional to present raw
prod ucts and promotion s as well as
to announce new price and delivery
schedu les at the Na tional H ardware
Show. For buyers there is the added
opportunity to talk directly with company oHicials, seek new fran chises
and get new merchandisi ng information.
You sow it in t he lumber Co-operator, May 1969
~~l\~£ SlMMS
\MOl® PR£S[R
CUP\\
.
ron in iust one
• beauty and protec IIY color the
. lobs o'
. s mere
h t
do tne two big
Most other stal~
ingredients~ a
easY applicatiOn· nd don't contal~ th~sting prote~tlon
wood's surtace, ~he wood to provide d decay, whiCh
reallY penetrate Its ot dampness an but also severelY
against the assau ood' s appearance.' e combination ot
not onlY destroY ;UPRINOL'S e)(.c\USI~arantees the
ten its \lte .
. ·ngredients g
shor
d reservatwe I .
tall wood .
color an p
nd service o
endud•i;lllook good
and last/
I CUPRINOl I STAIN AND WOOD PRESERVATIVES ARE AVAilABlE IN FOUR
®
RICH YET NATURAl l OOKING COLORS: AUTUMN REDWOOD, SEASIDE GRAY,
WOODLAND BROWN, VAllEY GREEN .. .
PRESERVATIVE STAINS
the beautiful way to protect wood!
YAUEY GRIEII
Besides its classic appearance,
CU PR INOL® is water repellent,
will not fade or rub off, can not
chip, peel, or blister as paint etc.
Although any wood treated with
CU PRI NOL needs no other
protection, a clear fi nish may
be applied.
Apply by brush ,
spray, or dip to clean, dry wood.
Only one application needed .
SIJSIDI GRU
For siding, furnitu re, fencing,
shingles, railings, anywhere
on or around your home or
vacation home.
Handsome dealer display
shows colors on actual
strips of cedar siding.
Darworth Incorporated
S i msbury , Connecticut: 0 6 0 7 0
(See the back of this page for packaging and price information.)
~
Ill
CUPRINOL®
. . . strongest and oldest branded wood
preservative i n America
5 times stronger!
SAVES WOOD ... By protecting against rot and
termite damage ... controlling warping, swelling,
shrinking . . . minimizing grain raising and checking.
SAVES M ONEY . . . Contains stronger yet safer
rot preventive and water repe llent ingredients
than other brands . .. Cuprinol protection
costs less than 2 cents per square foot.
SAVES WORK . .. One easy application by brush ,
spray, or dip means far less work and expense
later ... Cuprinol protection is permanent,
will not leach out.
SAVES SKIN ... The safe way to protect wood
... no specific protective clothing needed.
SAVES PAINT . .. Cuprinol penetrates deep to
sea l out damagin g moisture while priming wood ...
paint applied ove r Cuprinol will last twice as long,
cover better, and will resist blistering or peeling.
clear
I CUPRINOl I WOOD
PRESERVATIVE
[ CUPRINOL]
STAIN &WOOD
~
PRESERVATIVE
a
green no. JO
I CUPRINOL I WOOD
"olley gr. .n
PRESERVATIVE
U UPRINOl]
STAIN & WOOD
PRESERVATIVE
__
.. ... ....
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USE CUPRINOL WHEREVER DAMPNESS OR DECAY CAN ATTACK WOOD . .. INDOORS OR OU TDOORS !
Conducted under specification ASTM·D-141 3-61, this test shows
two sections of wood, one untreated, the other treate,d with
Cuprinol Valley Green Stain and Wood Preservative, that were in
contact with a common type of rot-producing fungus for 12
weeks. The unprotected section crumbled severely, had a 65%
weight loss, and is no longer serviceable. The protected section
crumbled or rotted not at all, and had only a 3% weigh t loss.
In accordance with the requirements of federal specification
TT· W·00572a, fo r water repellent wood preservatives, strips of
ponderosa pine sapwood were in one case (rear) treated with
Cuprinol Clear No. 20 Wood Preservative, and in the other case
untreated. Water poured on each dramatically r-;:::;::=::--~------demonstrates the great protect ton Cuprinol
[ ClJIRIIIILJ PII8ERVATrur ~~r......
provides against curling and warping.
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•llYn ID:o.~a a.~,
Modern Computer Use In Retailing
Many retail lumber dealers have installed electronic data processing equipment in their yards. Others
are considering whether it would be af help to them in their businesses. Th is panel given at the Northeastern Convention in January is a report on the latest activities in the EDP field and how computer programs can be used by the retail lumber dealer.
Moderator:
P. EMl'vwNs, Partner
Wolfe and Co., Philadelphia, P a.
FRENCH
Panel Members:
Eow ARD H. CLENNEY, President
The W. G. Clenney Co., Manchester, Conn.
L. G. Pococx, Vice President
Prescott Lumber Co., Inc., Meredith, N. H.
WILLIAM P. CuNNANE, Government Sales Rep.
Litton Automated Business Systems,
Washington, D. C .
G. PAILLE, Vice President
Marine Midland Trust Co., Rochester, N. Y.
RoBERT
MODERATOR EMMONS: My name is French
P. Emmons. I am a C.P.A., which means: can't prove
anything. So, that takes care of me. I will introduce
the panelists.
The purpose of this clinic is to give a report on the
latest activities in electronic data processing. Very few
businessmen believe me, but E. D. P. also means extra
dealer profit, and the panel members we have assembled
today I know are going to prove this point.
In my capacity, I can't understand why the sma11
businessman does not avail himself of the many services
rendered by the computer. You all shou ld realize, as
a lumber dealer, there is a world of information that
you should know so you can properly run your business. But, you look into it, and you find that you have
to hire fifteen more people, and by the time you do
hire those fifteen people the information will be too
late to be oF any value. But yet, here is a computer
that answers all these objections.
Why is it that the small businessman generally does
not use a computer? It is based on two main reasons.
The first one is, it is too expensive. Well, each year
the cost comes down considerably, and our panel, again,
is going to prove that it is not expensive. The other
reason, it is for the big guy; it is for General Motors.
I am a small business man. It is not for me. This,
of course, is also incorrect.
I am going to introduce the panel and get started.
We have gone to Washington, to New Hampshire, to
Rochester, to Philadelphia and Connecticut.
We have a good mixture here today. We have two
lumber dealers who are going to tell you of their personal experience with the computer; why they decided
to use it, and what advantages they have gotten from
it. We also have a manufacturer's representative. He
is going to talk from the hardware end of it, as they
say; and " ·e also have a banker here who is going to
tell you about the services the banks render in computer service.
EDW AHD H . CLENNEY : I would like to give
you a brief background of the W. G. Clenney Comoany. Our main yard is located in Manchester, Conn.,
You sow it in the lumber Co-operator, Moy 1969
and we have two branch yards; one located in Glaston
bury, approximately eight miles away, and another located in Ellington, ten miles away.
I consider our operation diversified service type
oriented since we do have hardware departments in
all three of our locations. In addition to that, we have
a fuel department in our main yard.
Our company has been involved in the computer
field for approximately three years.
To tell you how we got involved in the computer
field, which I think is rather unique, I would like to
give you a little bit of background about it.
Our business has more than doubled in the past
few years and we have had, like any other growing
company in its field, expansion problems and growing
pains, nnd one of the major problems was the volume
of paper work and reports required to operate under
today's conditions.
Having attended both Connecticut Lumber Dealer
Association meetings and Iortheastern meetings on
ED P, we decided to investigate the problem to see if
there was anything that could be \YOrked out for the
Clenney Company. Our first approach was to talk to
a national manufacturer of computers in our area. They,
of course, came in and made a survey of our operation
and came up with a proposal. Having analyzed th1s,
we felt it was way beyond what we could afford.
Still having in mind that we needed some type of
equipment to take care of our voluminous paper work,
we decided to have a survey made of our opera tions to
see what we were doing, and in what way, and what
type of management information was required. A sur
vey was made through Wolf and Company, and the
end result was the purchase of a machine, wh ich i~
nothing more than a posting machine with a punch
paper tape attached. One thing we did a little bit
differently than perhaps most people that enter into the
computer field is that we worked wi th Wolf and Com
pany in developing the programming of om machine and
they, in turn , were responsible to the manufacturer
computing company to sec that it was programmed n
accordance w ith the information that we required.
It was also at Wolf and Company's suggestion that
we undertake the program one step at a time, and this
11
is the approach I certainly can highly recommend. We
had little or no trouble in our change over to a computed operation. I feel that by planning well in
advance one can save a great many headaches.
Up-to-Date Management Data
I believe that the most important aspect of our computer program is the up-to-date management data provided which is the minimum needed to nm a lumber
busin~ss under today's changing markets and highly
competitive conditions.
Under our program, the following information is
Sales
provided on service bureau printed reports: (
analysis broken down into at least twelve different
categories for all three locations; (2) cost of sales for
each category; (3) gross profit and percentage of gross
profit for each category; and ( 4) percentage of sales
each category is to the total.
Sales are also broken do·wn in the following manner:
cash and charge, taxable and non-taxable, consumer industrial and contractor.
You might ask, what help is this information to
you in running a profitable business?
In analyzing these reports, one can obtain the following information:
(I) Which category has the highest gross profit
and, therefore, deserves the immediate concentration by
your sales force.
(2) Are we getting the right product mix in our
sales, or are we just concentrating on selling below gross
profit items, such as sheathing, with which you are
all familier.
Are we pricing correctly? This will quickly show
up if there is a change in our gross profit percentage.
( 4) In the analysis of the breakdown between consumer contractor and industrial, we can tell at a glance
which is the most profitable and which area needs our
attention. The computer also provides a breakdown of
all outside salesmen's sales on a gross profit basis. It is
our intention to set up a commission plan based on gross
profit in the very near future. Vvc also have a very
good idea how each salesman is doing.
1?
Exception Report
One of the most important reports that has been
developed for us under this progra~ is what we ~all
the exception report. This report g1ves us by loca~10n,
line number and ticket number all sa les that arc either
under or over by $10.00 our pre-determined gross percentage for each category. This tells us the following
facts: (I) Items that are over-priced; and (2) items that
are under-priced.
This gives management, which I think all of you
can unde~stand under today'.s ch?~ging market cond!·
tions, a f1rm control over h1s pncmg, and he doesn t
have to look at every sales ticket to do it. As an
example, on one recent weekly report there were 2,~65
line items, and out of this there were only twenty hne
items that did not achieve our pre-determined w:oss profit
objectives, or less than 1%. So you can see, JUSt from
that one analysis, that we are pricing according to our
pre-determined gross profit.
In addition to our sa les analysis reports, we also
have the payables on our machine. The advantage of an
operation like this Lo our company, as I see it, is as
follows:
Management is able to obtain the necessary reports
needed to run the everyday operation of his business in
a prompt, accurate manner, with little or no additional
expense.
12
To obtain this information from methods other than
a computer would, I feel , require at least one or if not
two additional girls, and then I am sure that the reports would not be out as promptly as they are now.
In summary, I would like to recommend the following suggestions to any one interested in getting involved
in ED P, or computer:
(I) Make an analysis of the type of information that
you feel is necessary to run your operation.
(2) How promftly are you receiving it now, since
a report that is ole is of little or no value in time to
make corrections.
I feel that you should not look at a computer with
the idea that it is going to save you money in the respect
that if you install one, you should be able to eliminate
one or two office personnel.
Secondly, and I feel very strongly about this, work
with an accounting firm that is familiar with your lumber and building material operation and programming,
since I feel you will be getting good advice from some·
one who is just not interested in selling you a machine.
I think a great deal of money and headaches can be
saved in the long run through this method.
And last but not least, plan out your program well
in advance - we planned ours a year in advance and take it one step at a time.
L. G. POCOCK : The Prescott Lumber Company
operates from a home office in Meredith, N . H., and
we have three satellite yards. We also have another
operation which we refer to as contract sales or house
construction.
I vividly recall the nervous tension and apprehensions
while pacing in the solarium of the hospital maternity
ward awaiting the birth of our first child. (I slept
in the solarium during the birth of two and three. )
I, and many others, have experienced very similar apprehensions while standing within earshot of rhe accountant
waiting for that trial balance total, usually during the
last of January.
Until a few years ago it was not unusual to wait
until after the year-end inventory was priced and totaled
to know whether or not the preceding year was profitable.
We had checked the books over and over, made comparisons to prior years, and then made an educated guess
as to where we stood. But - \.ve had to wait for yearend to know, or if practicable, take an interim physiccal
count.
We decided we had to eliminate Lhese guesses and
know just where we stood at any time Since we realized
our profit was in one or t\;vo places, either in materials
on the shelves in the store, or on the accounts receivable,
why not then , on the suggestion of Wolf and Company,
institute accounting systems which would rrovidc
adequate information at our fingertips, the ultimate
in controls and information regarding these two assets,
and every other integral operation of your business
operation.
Data Processing - A Success
Six years ago we started to think about it. Five
years ago we commenced an operation with what was,
by comparison, sophisticated data-processing equipment.
We have been successfu l - successful in that we now
have many controls realized from the reports - from
data analysis. These reports are laid on our desks by
office clerks, all as a result of data processing.
With our equipment, we are able to process nine
hundred invoice lines of sales per day. During the summer months we have upwards of 4500 active accounts.
We write approximately six hundred checks per month;
You sow it in the lumbe r Co-operator, May 1969
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13
and there are between seventy and eighty on the payroll.
Our firm utilizes electronic data-processing equipment for bill ing and accounts receivable update, accounts
payable, vendor check writing, general ledger postin g,
payroll, contract sales accounting.
As a by-product of these procedures, we simultaneously obtain sales analysis, customer analysis, inventory
control, inventory va lues, cost of sales and gross profit,
accounts receivable ageing, and a monthly P and L
based on accurate values. I say "accurate". We have
proved them. We have had five years of trial by
comparison.
Certainly, the methods of processing paper records
are different and require stringent controls and preparation. We had to go through the task of assigning customer account numbers for machine identification; divi~ion of all prc:x:l~cts into produc.t classif.ica.tions; costed
pnce books; mimmum and maXImum limits for price
markup; and a detailed chart of accounts.
These were arduous tasks and time-consuming, and
contemplating them gave reason for a great deal of second
thoughts.
I said we had proven costing-records for our inventory. For the first three years of our operation with
data processing, we costed every line of sales with a
supplier invoice cost. We have divided our products
into fifty product classifications. We are now considering perhaps expanding these at bit. The number of
classifications present no problem, once you get them
established.
Computation of the margin-to-sales ratio represents,
as ~ percentage factor, the gross profit by product classification. Any ~ark ed variation in the percentage factor
of gross profit prompted an immediate investigation.
After some redi stribution of some products to other product classes, we obtained consistent and dependable
factors.
As a result we were able to cost sales, as we do n ow,
by a percentage fa ctor; and we cost now 90% of our
sales by these percentage factors. This factor-costing is
p~rf~rm~d by programmed functions of the equipment,
ehmmatmg the manna! costing of each line as we did
the first three yea rs.
Please note that during the preceding five years
book inve~tory val ues as of December 31, our year-end:
and physical count inventory have varied as little as
nine-tenths of 1% and as great as 2~ %. That's close
enough to go along over twelve months and know where
we stand.
Of possible additional interest is the fact that at the
end of a given year a comparison of book inventory and
physica l inventory prompted a recount. When we closed
the difference, significantly the error was found to be
in the physical count.
When somebody yells from the office "Do it again"
the counters do it again much more carefully becaus~
they don't wish to repeat and repea t the arduous task.
Because of the rigid controls necessary to handle
paper work through data-processing equipment, coi ncidental factors are developed. I say "coincidental" because by this method of operation, accounting ratiofactors are developed monthly and produce similar fac.:tors
for comparison to prior months and prior years, and one
learns to ~ se the~ ~actors as flags, as in inventory and
gross prof1t, a van auon has to be investigated.
Let me relate to you one instance that I shall never
forget. When .we started, or actually prior to starting,
on d ata processmg, w~ had a young man in the hardware store who, by h1mself, crea ted a good plumbing
14
business, moving a great volume of plumbing supplies
across the counter. H e was spending 60% of his time
at it. H e also befriended perhaps four or five one- or
two-man plumbing contractors, and he was selling to
them , of course, at a low price. He was quite enthused,
moving plum bing materials with great gu sto.
Three months after we started data processing, three
consecutive reports showed we were making 7% gross
profit on plumbing. \ 1\Te changed our selling policy!
We started to sell at retail onl y. No more running off
to somebody's house to sh ow them how to install plumbing at wholesale prices. We sold it retail and created
satisfactory margins.
W e also have a customer analysis report which we
find va luable. We obtain a report at the end of each
month revealing total sales, and to wh at type customer,
sold during the month in all four operations.
One of the most important reports is machine agei~g
of accounts receivable. It is a valuable tool. As Ed
mentioned, machine ageing is an entirely valuable tool.
An important consideration is the cost of the accounting system and equipment. If you can be convinced of the merits and the benefits derived from data
analysis, then the cost is justified because they are going
to create more profits for you . If you u se the tools,
and if you use the controls, you have got to utilize them
to make more profits.
In the very competitive field of electronic business
machines, any business can obtain systems and equipment designed for the peculiarities of the business, and
the costs are relative.
I am not here to sell data-processing equipment.
Rather - I would like to extol the benefits of the product of data-processing equipment, anq I would hesitate
to try and do business tomorrow, or any time, without it.
WILLIAM P. CUN1 ANE: I dealt with the lumber industry for almost two years in the vVashington
area. 1 felt I couldn't make a living from two dealers
so I decided I better start on some governmen t installa:
tions. Jn the two years, we were able to come up with
a tremendou s system, which I will try to expain to you.
A few years ago I don't think half you people would
have come to a clinic such as this ber:a use of the word
"computer", and I wouldn't have either. I was too
young. But in th e last few years they have been able
to c.:ome out with good electronic equipment at reasonable and realistic prices. N ow you shouldn't be afraid
of the word "comp uter" from the money standpoint.
Again, just because you can afford a computer
doesn't mean you n eed one. There are some people
that maybe don't fall into that category. I feel about
99% of the people in this in dustry certainly do, and for
the 1% that think they don't, I wi ll convince them that
they do, because 1 am a salesman, and I am trying to
sell equipment.
Litton Begins EDP With Invoicing
W e at Litton have approached your industry with
the idea to start wi th your invoicing. I was fortunate
enough to call, two years ago, on a lumber dealer in my
area, and after finna ll y getting an appointment with
him we sa t down and he said, "If you can do my in\·oicing and give me a tape to send to a service bureau,
I will buy you r equipment".
All salesmen say, "Sure we can", and that is exactly
what I said, "Yes, I can do that". W ell, a year later we
proved ourselves right in saying "\Ve can do it". It took
him a year of using eq uipment for one yard, to find out
that he would like it for the other two yards. I think
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the "proof of the pudding" is when a man says one machine and reorders another one, he must li kc it.
We start at the point of invoicing. Your opera tor no
longer has to be an experienced man with ten, fifteen,
twenty years in the industry. Tf the operator can type,
then the operator can produce the invoice for you.
As a by-product from your invoicing, you wiJl get
the management analysis that you need to stay with
your competitor down the street.
Machine Is Simple To Operate
\iVc proved a [act when 1 came in and said our machine is simple to opera te. \Ve took the man th:lt had
had about 12 years experience in the industry, and a
second that had no experience at all in the inJustry,
and we put them both on the equipment. They are
both producing about the same amount of invoices a
day. She doesn't know what a board foot is or a linear
foot, how to calculate it, and could care less. All she
has to do is to depress the key on the keyboard, number
1, as a typist would, put the number 1 or number 2 or
number 3 across tl1c top of the typewriter and the machine will then convert it to whatever way it is programmed. For i nstance, on their machines, hoard feet
is 1, square feet is 2, linear feet is 3. If you don't want
1 for square feet, we wi ll give you number 4 for square
feet. It is as simple as that. Simply by depressing a
key the machine will calculate the board feet. If you
were to ask this girl to take a pen and pencil and convert something to board feet, I am sure she couldn't do
it. Yet, she is producing invoices. The machine does
the conversion of th e footage.
Then the operator will key in the unit price. If
it is priced per hundred or thousand, it doesn't matter,
she keys it in. It will automatically extend the amount,
the board feet per thousand, and so on. Each, again ,
would be just per each. The machine automatically
extends th at line item, and then the operator keys in
the unit cost.
Invoices Should Be Costed
I was astonished to find out that this lumber dealer
had been in business sixty years and had never costed
an invoice, or knew ·what his gross profit was until
periodic checks with an accountant. When something
looked out of line, he changed it. He is not unusu al
in the industry. I found out that it is being done by
many, many dealers this way. I don't know how you
stay in business if you haven't costed your invoice I really don't.
I am not trying to speak as an expert so far as lumber dealers are concerned; but in every other type of
business they cost. IF I am selling something, I would
like to know what it costs, or be able to go and look.
I may have a great salesman; I might consider him my
number one salesman, who is producing $5,000 a week
for me but it is costing me $5,700, because he has all
the prices in his head. Tremendous man , but nobody
has changed the cost Figure in his head lately. Tl'lis
is costing money.
These extensions are done automatica lly, and you can
produce as many lines as you so de ire, and then total
out the invoice. It is possible to kn ow if you arc collecting taxes, the amount, the total amount of the invoice and on the other side of the perfor:~tion line
would be the total cost. You can look at your invoice
to see what your total cost is against the total amount.
By tearing the right h and side off you h::t ve a management tool. You know what your article was sold at.
Many of you arc saying: we have a salesman that
16
hand-writes the invoice, and we just want to do completion billing. The only reason you are trying to sell
us that machine is because your carriage is not wide
enough to do completion billing. vVe can't on the 1210.
It has an eight and a half inch wide carriage. Its big
brother can do your completion billing, your accounts
receivable, your posting all at the same time.
I am taking the approach that the lumber dealer
in my area wanted. H e did not wan t both of these
together for his own personal reason. 1 am not trying
to sell you any one way to go, or with any machine as
against a service bureau. vVhile we arc preparing this
invoice, we are punch ing out a tape for in-house analysis
and for service bureau input. The in-house analysis
that the lumber dealer now gets is the 10 categories he
put his product into. It is in ten categories not because
we are limited to ten, but because he wanted to use
only 10 at this time. His customers [all "vithin ten
categories, and his salesmen are ten men now. So,
ten, ten, ten. We give him at the end oF the day, e\'cry
day, the ten product categories by dollar amount. T hat s
what he wanted. We give him the ten customer categories by doll ar amount of sales and dollar cost, and we
give him the ten salesmen by dollar sales and dollar cost.
So, now you know if Jones is really producing for you,
or is he just taking in a lot of money for you.
This is the report that the lumber dealer I have
worked with desires. We than can take the tape, after
vve run it back in for this analysis, and send it to any
service bureau for further anaylsis.
I have been working with your National Association
in Washington. They had come out with a blue book,
wh ich they call a data processing book, about three
years ago. They introduced the book the same month
we introduced our machine. Thev talk about three or
four brand machines in their book; ours is not mentioned in the book. But I worked very closely with
them, and they guided me in tl1e numbering of the
products, what a dealer needs, categories - do you
want 10, 15, 20, 50 or 100, or so on. They have all
the products numbered, I think up to 5,000, or you
can even go further.
In working with the National Association, working
with a lumber dealer and working as a salesman, ·we
came up with, we feel , a great package. The machine
is a memory-stored computer, programmable, no wires, no
plug boards. You have a piece of t::tpc with your program in it, your operator loads it into the rnemorr machine, files it ana doesn't touch it again unti you
change to a different type of program. It is all internally stored, and that is what makes it a computer.
The i npu t is paper tape input.
I have another dealer, who is a wholesaler of ply·wood, and he only has 200 product~. So, we use tape.
We pu t all his products on tape: the product number,
th e unit price, th e description. All the operator has to
do now in making out an in voice is index the quantity,
and we also take care of his inventory.
The retail lumber dealer with five thousand and
up products, is a little bit too much to put on tape, so
it is typed. Again, this is the approach that this one
dealer took. You may want a different approach. Because the machine is prograrnable, we can go any route
you desire. We can give you fiFty categories or more;
we can give you the tax breakdowns, and so on.
There is one point I didn't mention. At the end
of the day, which is stored in the memory of the rnachine, are totals, such as total discounts given, taxable
sales, non-taxable sales, total tax collected, if you have
You sow it in the lumbe r Co-ope rator, May 1969
to make a report to your State, total sales, total cost,
total accounts receivable and gross profit percentage. If
you look at this every day, you have it in your mind and I have no idea what percentage you wish to obtain
to make money, but if you have in your mind I want
X percent, and every day it comes out of the machine
that, and above, and one day it is five or six points
below, something went wrong, you stop it. You haven't
mailed these out yet, so you haven't lost the money.
Somebody hasn't probably up-dated the cost on one piece
of material, or there may have been an error. You can
stop it. You have got this at the end of the day. It is
a guideline.
That's our approach. We can go any way you so
desire, but go slowly. Pick the points you want to
go to and work your way up to your inventory control,
and so on.
ROBERT G. PAILLE: For anyone who might not
know the Marine Midland story, I would merely like
to preface my remarks by saying that my bank is a
member of Marine Midland Banks, Inc., New York
State's largest bank holding company, comprised of ll
banks with 235 offices located throughout New York
State.
The last decade has seen the rapid evolution of the
computer age in banking. Faced with an ever accelerating avalanche of documents pouring into their banks
every day, the industry had to do something to find a
more suitable and efficient way to process these documents. The ledger clerk and the bookkeeping machine
could no longer do the job, and of course, the obvious
answer was the computer. With its amazing speed and
flexibility, it proved it could handle an enormous amount
of paper in a very short time and provide more accurate
and comprehensive information than was ever before
possible.
There followed then for many banks a rather lengthy
period during which they concentrated on converting
their major banking applications: demand deposit, savings, mortgages, etc., to computer processing. But at the
conclusion of this internal conversion process or period
many banks - and we were among them - found
that we still had free time on the computers, above and
beyond our own internal processing; and we discovered,
·quite proudly as a matter of fact, that in conjunction
with the manufacturer we had done a pretty good job
in training computer staffs which had proven their
ability in programming and operating this new hardware.
Marine Midland to Offer Computer Service
The question then became how best we could utilize
this computer time that was available, and the knowhow we had developed; and I would have to say the
condition of the times pretty much spelled out the
answer. With the paper-work multiplying in the
average business office, with the critical shortage of
good office help generally, and the high cost of that
help, if obtained, and with the competitive demands on
the business owner for more management information
than he ever needed before, the conclusion was obvious.
why not offer a new service to the business public?
Why not offer the harrassed business owner a sol ution
to one of his major problems? Why not, indeed, automate his accounting and relieve him of the load? After
all, it seemed a logical and proper extension of a bank's
relationship with the business community. The reasoning, I think, behind the decision was sound, for a number of other reasons.
First of all, it would eliminate the need for a business to attempt to automate itself at a time when the
automation labor market was critically shorthanded.
Secondly, since banks considering this move already
had computer centers operating, it was felt that these
services cou ld be offered at a savings to the businessman.
Thirdly, the business field in general would have
benefit from the expertise we bankers developed in
converting our own applications.
The fourth point was that the permanence of the
banking industry pretty much guaranteed our continuance in this field as opposed to private service bureaus,
some of which could not guarantee that continuance.
Fifth, since banks are, by nature, dealing with
nothing but confidential information, that confidence
would obviously be maintained through the automation
of a business' accounting needs.
We engaged the services of a professional consulting
firm, working in conjunction with our own systems
people; and from the beginning we agreed that the
proper automation of an entire accounting setup of an
organization has got to be done in bits and pieces. We
also agreed that perhaps the most logical move would
be to start with the payroll first, in order to eliminate
the weekly preparation of checks and accumulating of
data for year-end reporting, and that type of thing.
Developed a Computer Package
We developed and designed a computer package,
and the results have really been amazing, even to us.
Last month, for example, in our three computer centers
in Buffalo, Syracuse and N ew York we turned out over
200,000 payroll checks alone, wl1ich gives you some idea
of the need. Even distance has not been a problem.
Several months ago the Eastman Kodak Company cut
off their Kodak stores from the parent company and set
up a separate corporation called Treck Photographic,
Inc. Involved were approximately 830 employees and
32 stores in 24 states, as far away as California. With
the distance, and with the varying state tax calculations
involved, this payroll could have been a serious problem
to the servicor. However, we sold this company our
payroll service and, operating solely on mailed instructions, we were able to train these people on the proper
reporting of their payroll information. The payroll has
been running since November l with excellent results.
They mail their payroll information to us on Friday
when it is sent to the computer center. The checks
come back on Monday morning, and they are air mailed
out to the individual stores, who pay on Wednesday.
There is plenty of time.
On this basis - again I repeat - of substantial experience in the field, we have found that the logical
first step is payroll preparation.
As an example of what we can do, I would like to
take a minute or two to tell you what we arc doing for
one of your members, Joe Vaeth's Atlantic Millwork,
Inc. Beside processing their payroll, which represents
nine companies in three cities, ..ve are now processing
their accounts receivable, posting debits and credits to
the proper accounts, preparing month-end customer statements, and aging their delinquent accounts as of monthend. That is, we have the ability to age such accounts
if Joe ever has any delinquents. In addition, we also
process their accounts payable, preparing t\vo-part
voucher checks and a monthly distribution report, which
lists and totals all expense itt:!ms for the month by general ledger codes. Plans are now being formulated to
automate the actual posting of their general ledger, and
to produce their monthly profit and loss statement.
You can see, without getting too involved yourself,
17
what can be done for a business by trained systems,
programming and operations people. If you are hard
pressed for office help, if your volume of business is
happily expanding, and if you would like to receive the
benefits of automation, without staggering setup costs
and operational problems, here is the perfect an swer.
Let a bank automate for you.
Again, the logical first step is to start with your payroll, whatever the size, be it eight people or five thousand.
I rather think you will be pleased and relieved at the
results.
MODERATOR EMMO S: We now come to
what I consider the important part of the clinic, and
that is, the question and answer period.
SPEAKER: I would like to address my question
to the two dealers. They both, I believe, referred to
Wolf and Company. I would like to ask them, how
many of the personnel in their office do they involve in
setting up the program, besides this Wolf and Company?
MODERATOR EMMONS: The question is: they
work with an outside company. r low many people in
your organization were involved in the initial setup?
Both of you ca n answer th at.
MR. POCOCK: Two.
MODERATOR EMMONS: Mr. Pocock says two.
MR. CLENNEY: Two.
MODERATOR EMMONS: They both say two.
SPEAKER : Do these people have tides? Would
it be the treasurer and the head bookkeeper? Who
would they be?
MODERATOR EMMONS: I think what he is
asking is whether this installation involved the entire
company.
MR. POCOCK : Definitelv not.
MODERATOR EMMONS: I know Joe was one
of them. H e is modest maybe.
MR. POCOCK: I was on top of this from the
first mention of it, the first thought, both with French's
company and with various manufacturers of equipment.
After all, with the initial development of a system like
this, management or office manager or no one else could
control it, supervise it without knowing it themselves.
So, we took it in that way. 1 worked very closely with
French in the accounting system, whch ties in directly
with the computer processing, and we spent many,
man.y days ; in fact, we spent most of the year with more
than one manu facturer, finall y deciding on one.
MODERATOR EiVIMONS : Joe, I would say the
key people are, first of all , the accountant inside, the
comptroller or the accountant, the company accountant,
your outside accountant - they are the two - and
the president of the company, or the executive that runs
the company. He, at the outset, is very important, be·
cause he is the guy that says: this is what 1 want, and
then we eliminate him and we go to work. When I
say "we go to work", we work with the people mentioned by Joe.
MODERATOR EMMONS : Another important
thing - the bookkeeper, or the person, the clerk that
is going to do the work does not get involved until the
th ing is ready to go. When 1 say "read y to gu", I mean
until we start testing. Then the bookkeeper will get
involved, or the clerk.
While we arc throwing uut bouquets, I wan t to say,
in Joe's case, he didn't know the first thing about a
computer. H e did not knO\\' that first thing about it:
is that right, Joe?
MR. POCOCK: Absolutelv.
MODERATOR El\1 'IONS: But, in throw ing a
bouquet at him , he made a point to know everything
11
about that computer, so now what happens when the
thing goes out of kilter, Joe can go to that machine and
call up the service bureau or the service man and say,
"I think the fifth bulb on the left is causing trouble".
SPEAKER: T his question is addressed to the two
dealers. Tell me how many product categories do you
think would be ideal in really knowing something about
your business? I heard you say 12 in one case. H ow
many are you aiming at where you think you really
know something about what you are selling?
MODERATOR EMMONS: The question: How
many product categories do you think you should have
to properly manage your business?
MR. POCOCK : This is relative to your initial
preparation of your system. I think we started with
perhaps 36 or 40 product classifications when we designed it. Even then we could see some problems in
\·ariations of product.
But most important is, no matter how many you start
with in determining your mix of product that you have
to sell, and relative information about markup in those
products, we felt it was important to actually cost, get
a true picture of sell, costing and margin rather than
start out with estimated percentage.
As I said before, we went through it for three years,
and our gross profit percentage became so consistent, so
reliable that then we saved ourselves a great deal of
time by factor costing. We do this now, as I said, on,
1 believe, 90% of our sales.
MODERATOR EMJ\,10NS: Ed.
MR. CLENNEY: Joe is a little bit different than
we arc. We only have 12, plus three wholesale classifications and one for fuel. I just think it is a matter
of preference. We happen to cost all our tickets, so
that we feel we have a reliable gross profit percentage
at the end of each month. The way we have classified
our categories is, we put those in particular categories
that have similar, or nearly similar gross profit percen tages. That's the basis that we arrived at.
l\10DERATOR Et\lMONS : In answer to the
question , I thi nk it is difficult to say you should have
50 or 60 and you wi ll be perfect. The real secret is I think Ed hit on it - he costs tickets. So, therefore,
he does not need as f'ine a breakdown . Now, Joe over
here no longer costs tickets. Therefore, it becomes more
important that he has a finer breakdown and more product classifications. Why? Because what Joe is doing
is putting like items in a category, and he gets away
from mix that fouls you up when you try to determine
the gross profit on that particular group.
Su, I repeat, if you do not cost tickets the greater
product classification is necessary; if you do cost tickets,
as Ed does, then a minimum number is all right.
i\1R. POCOCK: One more thing. Once you do
a program for, say in our case, the present 50 classifications, you get a machine report, which takes just a
matter of a minute and a half or two minutes to give
you a vertical listing of, in our case, 50 categories, 50
product classification s. These fifty lines of information
do not have to be copied into any other records; they are
right there on one sheet of paper for you to look at.
Therefore, you have, in our case, 50, to Ed's 12. I enjoy
being able to look at 50 accurate figures - say, insulation all by itself - and you get a continuity of that
gross profit, whereas if we decrease the number of classifications, you might mix it with - well, some other
products of a similar nature. This way, the more
classifications, the more detailed information you have;
the more flags you have to watch a particular product
and see what is developing so far as gross profit is
concerned.
MODERATOR EMMO::\"S: There is one other
important point. I almost forgot it. The more product classes you have, the more inventory control you
have. Why do I say this? If you have a classification
wall board, $10,000, when you count, your physical
inventory you sh ould have $10,000 of wallboard, whereas
if you have it mixed with some other p roducts you don't
have this dollar control. The more product classes you
have the finer inventory control you have.
SPEAKER: Actually, I could ask these fellows a
dozen questions. I would like to ask the dealers first of all, do I understand, Ed, that your 12 classifications arc not product classifications but, rather, markup
classifications?
MR. CLENNEY: Yes.
MODERATOR EMMO:\'S: Wait a minute.
SPEAKER: He said he doesn't have a product
classification; his is by markup.
MOD ERATOR EMMONS: He has a product
classification, a customer classification, salesman classification. He breaks sales down into any number of
classifications.
SPEAKER: He doesn't say he has it by classification.
MODERATOR EMMONS: That 1s why I
broke in.
SPEAKER: In other words, you say that you h ave,
like your markups MR. CLENNEY: In the same classification.
MODERATOR EMMONS: Tie has 15 product
classes.
QUESTION : How many?
MODERATOR EM:.V10NS: 15.
SPEAKER: ls that 15 products by species, we will
say, as against by markups?
MR. GLEN EY: By markups.
SPEAKER: In other words, under one classification
would it be possible that you have lumber and hardware
items, and something else, if they had the same markup?
MR. CLENNEY: Yes.
SPEAKER: Then, it wou ld be by m<trkup classifica·
tion and not by product, which is th e retail method
in a sense.
MODRATOR EMMONS : Ed, you reallv combine, don't you, by the markup and by produc-t? He
has some that are mixed. What are your product classifications, Ed?
MR. GLENi EY: For instance, I can give you th is
in one classification. There is millwork, doors and
moulding. Another classification we would have framin g and sheathing. In another classification we would
have fini shed lumber, plywood and siding, asphalt pro·
ducts and wallboards and ceiling.
SPEAKER: What you are doing is using the same
markup in each of those classifications?
MR. CLENNEY: Similar markups. They are not
all the same markups.
SPEAKER: Then, let me ask it another way.
When you do your pricing - Joe, you can answer this
question, also. Obviously, if you arc in the lumber
business, you don't have the same price all the time to
the same customer. The cost price could be standardized.
H ow do you enter the selling price on your tickets? Is
that entered by pushing a button or by somebody who
knows the price?
MODERATOR EMMONS: How do you enter
the selling price on various sales to various customers?
You sow it in the lumber Co-operator, Ma y 1969
MR. CLENNEY : We have individuals pricing
each ticket. Is that what you mean?
SPEAKER: In other words, the machine is n ot
doing your pricing for you; it is done by individuals?
MR. CLENNEY: No.
MR. POCOCK: In our case, as I have mentioned,
it is 90% factor costing. Let me explain that. What
we call standard sales price is our sa les to any customer at a price out of the pricing book. We have only
one price in our pricing book. The cost is standard. We
have a pricer who takes the delivery copy and the office
invoice copy and writes on that the code classification
of the product, transposes the quantity, if it needs to be,
and enters the sell price from the price book. This
is a regular retail sale. There is no chance for him to
put down another price. We don't have several price
lists.
When you get into the quoted items, the fellow
down the street comes in and he is going to paint an
apartment building, and he is looking for a special price
on paint; or, he is going to re-floor all the floors in his
apartment building, and he wants to get a special price
on hardwood. That is a different situation.
We have two categories of sales in the office or
within the organization, and they are referred to as
regu lar and specia l; regular being straight retail; special,
being anything other than straight retail. The salesman
makes the quote, or makes the sale at a price other than
re tail, enters the price that he sold it for on that slip
~ and he uses a green sales ticket, where our regular
ones are white. In oth er words, we have two color
tickets, a white and a green. Any green or special sales
ticket goes to the pricer. He puts the code on, just
the same as before. The price has already been entered. And he costs it at the same cost that the regular
material is cost.
We run our sales in two different runs. Our retail
sales are run through the equipmen t in on e run, which
automatically costs. The special sales go through the
same equipment, not mixed.
SPEAKER: In w ith the regular?
MR. POCOCK: When we process a group of
special sales, we load in different costing techniques or
programming which do not apply the cost of the item
to the same amount. In this way we don't get - say a
factor item was 65% of sell. Somebody sold For 10%
over retail. We couldn't get 65 % of that reduced
amount; we would get the true cost.
SPEAKER: You mentioned inventory control as
one of the advantages you were getting out of your com·
puter. \ Vould you elaborate on that? D o you know
at all times how many pieces of 4 x 6, and how many
4 x 8 you sell all the time?
MODERATOR EMMONS: D on D avis asks the
question: Joe mentioned inventory control. The question is: do you know hO\v many pieces of a certain item
you have?
MR. POCOCK: Not as a result of this machin e
data processing. It isjust dollar val ue.
MODERATOR EMMONS: It is dollar control
only by product class.
MR. POCOCK: This is why the 50 classifications,
or more, becomes more important. You look at a classification that you can recognize. In one case, Pittsburgh
Paint. We can on ly code or class this as #40. A report reference to class 40 represents just Pittsburgh Paint,
and that is what we have the dollar volume on.
SPEAKER: Is this similar to the retail method
in that you start off with a standard price or a standard
cost?
19
MR. POCOCK: I am sorry, I don't understand.
SPEAKER: Do you want to explain it?
MODERATOR EMMONS : No, he doesn't use
the retail method.
When we get back to this control by item, did you
try that at one time in your installation?
SPEAKER: Yes.
MODERATOR EMMONS: It ,,as kind of tough,
wasn't it?
SPEAKEI\: Yes, it was.
MODERATOR EMMO S: 1 personally think, if
you arc talking inventory control, the first step you
should get into when you adopt the computer is dollar
control. Then, when you get that under your wing.
maybe go into item control. In my opinion, it is almost
imperative that you have a computer in your own shop.
f don 't think you can a\'ail yourself of a ser\'iCe hureau
when you are talking item control.
SPEAKER : I was wondering about errors in the
computer and having the credit manager threatening to
bring cusromers to court for non-payment. The customer sends you a photostatic copy of the check, it has
been cancelled, and you are still fighting with him six
months later. If the cus tomer is going to get that kind
of a bill very often you are not going to have a customer
after a short while.
MODf.RATOR [MMONS: The question is:
\i\lhat percentage of errors do you fellows experience in
using the computer? Who wants to take that?
MR. POCOCK: Our system as it is programmed
has two check and balance references. That is the onlv
way I can speak of it. The girl cannot possihly post
an invoice to the wrong account unless she makes two
unlike mistakes. In other words, the numerical account
number of the customer added to his balance on his
ledger card becomes what we call a Yerification factor.
In posting to the reccivahles, she has to index, first, his
account number and then his balance. The machine
automatically checks this against the \'erification factor;
and if the sum of his balance and the account number
do not agree \\'ith this verification factor, the machine
will not operate.
MODERATOR EMMONS: I think another point
here is that the computer is not the one making the mistake; it is the person putting the information into the
tape or the card.
Bob Paille, vou do some accounts receivable work for
cusromers. Do they all eYentually get rid of you because of this trouble?
MR. PAILL[:
o: I wouldn't say so.
MODERATOR ElVIl\TONS : You don't have any
trouble at all once the program is set up?
lVIR. PAILLE : One thing ~hould be stressed here.
We really have more riding on this program than, for
example, a service bureau.
ln many cases, many of our customers carry sixfigure balances. Every time we develop a system, we
have to build into it every possihle checking point we
can to make ~ure that if an error were caused bv one
or our e mployees, which could ince nse the co~pany
that is carrying $700,000 in our bank, it would be found.
H not, we mav not just lose him as a receivable customer;
we may lose him as a customer in every way.
We have built into every application that we are
servicing the absolute, ultimate in checking tO cut down
the errors.
J\IODERATOR El\Ti\10 S: Bill, can you add a
little bit to that?
MH. CU NAN£ I have a feeling h e migh t mean
a different area of error. No machine .is going to have
20
your opcri!tor put down the correct quantity sold, or
transpose it from your shipping document. I would
recommend some form of check after the invoice is
created. No matter what you are doing, check your
quantity.
In the case of our equipment, if it is correct, then
you will have to rely on the machine doing the correct
calculation. But, there is nothing in the world that
is going to say that the operator put in the correct
quantity that you delivered. You should make a check
of each invoice. I don't think, in the case of any dealer,
it would take more than 20 minutes to a half hour a
day to check the quantity he ships. He would then
Feel that that computer he has did not make a mistake.
l\10DERATOR El\IMONS: Bill, isn't it true, also,
that the computers were perfect before the technicians
were? In other words, I think there is a catch-up here
that is occurring. People like Bill, and the rest of the
technicians - there is more of them every day - they
a re becoming more proficient. You hear this less and
less. Why? Because the technicians are catching up
to the hardware. Is this correct, Bill?
MR. CUNNANE: Yes. In fact, in the case of
our machine, it is made by a computer.
SPEAKER: french , T know that you were present
at the session we had this morning at which time one
gentleman had a very good actual inventory system
which he did more or less manually and not by machine. I know we don't fi11d fault with that. To
send the material out to a service bureau, it is very
difficult unless you own the m achine. You certainly
can't send it out to a service bureau otherwise; is that
right?
l\IODERATOR El\ll\IO TS: If you are talking
item control , )CS; if you arc talking dollar control, you
can send it out.
SPEAKEH: 1 would like to ask this question: We
ha,·e data processing, and my friend here also has it.
\i\le usc the service bureau. 1 am wondering, have any
of you, whether you own the machine or you send it out
- have you actually saved any dollars?
MODERATOR ElVTMONS: The question is, you
dealers that are u sing the computer SPEAKER: including the bank.
l\ TODERATOR E\1MONS: Is there any evidence
that you ha\'e actually saved dollars?
t\JR. Gll:.N EY: French, I might answer it in this
respect: I can't pinpoint the number of dollars that we
have saved. But, in this respect, with the reports and
the amount of information that is required, I feel that
,,.e would have to have additional personnel in order
to be able to handle it.
SPEAKER: To get that information?
MH. GLENL'.EY: To get that information to me
promptly.
SPEAKER: I would like to ask Mr. Paille a question. II as the bank actually saved money since they
have gone through the process, after these years of
getting more than one machine, probably, in order to
bring it up to the present degree of efficiency, where
they haYc saved money m·cr the old way of doing
banking?
l\TR. PAILLF : Oh, yes; unquestionably.
l\TODERATOR El\ll\10 S: Has the bank saved
money in rendering this computer service to the customer?
l\IR. PAILLE : lf you study the history of checking
accounts O\'Cr the past 20 years, for example - of
course, in the commercial bank, this is the b iggest
volume problem you have - the number of checks being
written in 1968, in a survey that carne out, was something like 300 times what it ·was five years ago. In our
own computer center in Syracuse, which services six of
our banks, they are nC'w doing nightly postings against
700,000 demand deposit accounts and 600,000 savings
accounts for those six banks. If it were not for the
computers we have, we would have bookkeeping rnachines and operators out on the street because the volume
has gone up.
MR. PAILLE: It would be impossible to handle
it otherwise.
SPEAKER: Mr. Pocock, what kind of a unit do
you have?
· MR. POCOCK: We use National Cash Register
395.
SPEAKER: I would like to ask Mr. Paille, do you
make any money, first of all, on the service bureau
customers; or, is that nominal? It is mostly a customer
service; is that right?
MR. PAILLE: That is correct. We did not go
into this type of business SPEAKER: For the purpose of making money?
.iVIR. PAILLE: We had two purposes. One was
to provide a much needed service to our own bank's
customers. I laving accommodated our bank's customers
pretty much, and having found still some room, we
found it was a fairly effective tool to the non-banking
customer, the company that maybe we had been trying
to get some banking business from for sometime. That
gave our men a new opportunity to have a reason for
calling on them.
V\le have found, frankly, where \.Ve have been able
to go to a customer - and, incidentally, this service does
not make it mandatory that that company we are servicing in the banking business come to us - but we
have found, in many cases, where we have been able
to go in and do a iob, they have voluntarily felt they
should give us thei1 banking business.
SPEAKER: Can all these banks adjust them elves
to rendering the same service to the lumber dealer that
you are rendering?
MR. PAILLE: Yes.
SPEAKER: For example, is it possible for the
lumber dealer in Morristown to have the same service?
MR. PAILLE: The Marine i\1idland State-wide
service has compatible equipment and compatible systems in each center, which means that anyone, no matter
where your location is, would be receiving the exact
same service as someone 100 miles away.
SPEAKER: You don't need any particular machine?
MR. PAJLLE: No.
MR. POCOCK: We have, since installing the
equipment, each year improved our gross profit. However it is not due solely to the fact that we have equipment, and that we are doing it hy computer. But, in
order to llo business in this manner, you must also effect
other controls. One of them is constant attention to
your cost and your price book.
T herefore, it is a simple matter during the course
of the day, if some prices go up, to adjust the price book;
cost and selling price, and this maintains your gross
profit perc:en tage. If. you didn't maintain this percentage
m your pnce book adJustments, the analysis reports would
reveal the "flag" signal, demanding attention.
SPEAKER : I would like to address this question
to Mr. Paille. I heard you say that you handle the
accounts payable for some firms.
MR. P AJLLE: Yes.
Y ou saw it in the lumber Co-operator, Moy 1969
SPEAKER: Docs that mean making out the checks,
and all that?
MR. PAILLE: Yes.
MODERATOR EMMONS: The question is: You
handle accounts payable. Does thais mean making
out the checks?
MR. PAILLE: Yes. There is one company we do
this for that has a rather heavy accounts payable situation. On an agreed upon frequency with the customer
- in this case it is weekly - they submit to us the
vendor's invoices, on which they have merely coded
the vendor's number. I should say, on both our receivables and payables we assign a number to identify
the vendor. It is a computer generated number, with
a check digit, similar to the type you have in your own
checking accounts, for example.
I might also say that built into every program is the
recalculation of that check digit to make sure that in
transcribing, things don't get botched up. We have
good accuracy there.
On a weekly basis, they submit the vendor's invoice
with their general ledger charge number. We prepare
a two-part voucher check; the original going to the
vendor, the duplicate copy of the voucher being stapled
to the vendor's invoice before filing as a record of payment. The duplicate copies of the checks most of our
customers keep numerically for the month to make
reconciliations of their accounts.
Every time we prepare checks, no matter on what
l'requency, we also print a check register and trial balance. This is a listing by vendor, totaled by vendor,
of all of his invoices, with their dates, with the general
ledger number, and the amount that you are paying.
The total, of course, for each vendor shows; and right
next to it is the number of the check that is paying
that total.
At the bottom of this listing that comes back with
each group of checks, the right column is the total,
the next column is the total, for his information only,
of what we are holding in bills to be held for future
payment. At the end of the month, after all the checks
have been issued, we then accumulate all these expense
items for the month by their general ledger code, list
them and total them. In that way, rather than enter
these items in their ledges, they have one total for each
classification.
As I said before, within several months, using that
output from the accounts payable, we will actually post
their general ledger for them.
Smooth Sailing: Time to Watch Out
Prosperity can be perilous, especially for small business. After a two-year investigation of ruined firms,
the University of Pittsburgh's Bureau of Business Research said that many of them failed because they relied
on a constant economic updrift to maintain earnings and
solvency, instead of diagnosing and correcting their own
Nine fair-weather hazards
operational weaknesses.
emerged from the analysis:
1. Slipshod accounting. 2. Failu re to diversify.
3. Investing too much in fixed assets. 3. Too many
relatives on the payroll. 5. False confidence, leading to
expansion without regard to market limitations. 6. Extending credit without sufficient checking. 7. Failure
to detect and shift with changes in buying habits.
8. Neglecting tax considerations. 9. Lack of an organized
sales plan.
21
Residential Build ing
Boom to Spark Construction Industry in 70s
Housing will spark construction
growth in the 1970's and the value
of total construction is expected to
climb to $131.5 billion by 1980 an increase of 73% over the 76.2
billion of construction put into place
in 1967.
This preview of the future construction market was revealed by the
1980 F. W. Dodge Construction
Market Outlook, a special report re-
leased recently by the Economics D epartment of McGraw-Hill Information Systems Company.
"Just as a depressed housing market caused construction to fa ll behind
total economic growth dming the
sixties, a boom in housing will pace
an increase in total construction
equal to that of the national output
during the 1970's," said George A.
Christie, the company's chief econom ist.
Looking to 1980, total construction
is again expected to keep pace with
overall economic growth. With an
average annual growth of about
4.3%, the demand for new construction should rise to over $130 billion
by 1980 (in 1967 dollars). If inflationary trends follow expected patterns, this value ·will climb to almost
$200 billion, according to the Dodge
economist.
According to the special F. Vv.
Dodge report, these developments in
the nation's construction activity arc
anticipated during the next decade
(all figures in 1967 dollars):
Business demand for building is expected to increase at
a 3.3% annual rate to $32.2
billion. Substantial gains in
utilities and store building
will offset more modest
growth in industrial and office construction.
Housing demand is expected
to grow at a 5.4% annual
rate to S47.0 billion. A
sharp upturn in the rate of
family formations and increased government spending
for programs aimed at eliminating slums and improving
environmen tal cond itions in
the nation's cities will spark
the anticipated boom in residential building.
·TRIP LE "R'' used TRI PLE-LOCK*
*TRIPLE-LOCK LEAD- SEAL NAILS
Tom McKay's Triple " R" Ranch recently added another stable to its
quarter horse empire. The 685'long and 56' wide wood frame structure
with colored sheet metal walls and roof has 80 stalls.
The three-way protection of Deniston Triple-Lock Lead-Seal Nails offers
leak-proof results so the Triple "R" used the Triple-Lock* exclusively.
Specifications for Triple-Lock Lead-Seal Nails include the screw or ring
type shank which holds firmly when driven in wood. The bump located
beneath the nail head, is driven through the metal surface and then the
metal springs back over the bump. This prevents the nail from working
free of its hold. The lead portion of the nail plugs the hole and bonds
itself to the roof. The results are permanent-moisture can't penetrate!
Your customers will appreciate these qualities and you' Ll appreciate
those sales. Send for Bulletin No. 750 for further information.
Deniston Company
3643 West 127th Street, Chicago, Illinois 60658
Our nails are manufactured from American made steeL
22
Since 1926
•
Q
...
In stitutional building requirements are expected to
increase to $1 1.8 billion, a
modest 0.6% annual growth
rate. Enrol lment trends, reflecting the drop in the birth
rate since the late 1950's, suggest a lessened demand for
new educational buildings.
H ospital construction should
continue to increase in response to changing needs.
Commtmity faci lities construction, responding to larger
government domestic expenditures and the increasing demand 1:or better roads and
other public facilities, should
increase at a 5.3% annual rate
to $40.5 billion.
The growth rates projected for the
seventies in the 1980 F. W . Dodge
Construction Market Outlook represent realistic trends rather than idealistic goals, taking into consideration
limitations in the supply of labor, materials and credit. If the vol ume of
projected construction is to be realized, Christie points out, progress
must be made in the more efficient
u se of lumber; the adoption of new
building techniques, materials and
more flexible building codes; and the
development of additional sources of
cred it to the construction market.
You saw it in the lumbe r Co-operator, Ma y 19 6 9
HOUSING NEWS FROM HUD
HUD Final Regulations Go Into
Effect Under Interstate Land
Sales Full Disclosure Act Fin al regulations governing in terstatc
land sa les were announced recen tl v
by Secretary George Romney of the
U . S. Department of Housing a nd
Urban Development.
HUD has published the regu lations in accordance with a law
enacted last yea r to assure that sellers
of' Ull illlpru\·ed lotS give buyers COmplete and accurate information which
they should have in making decisions
to buy.
Effecti ve April 28, 1969, developers of subd ivisions of 50 or more lots,
offered for sa le by mail or an y means
of' interstate commerce, must register
with TlUD and file complete statements on their land offerings. The
new law, the In tersta te Land Sales
Full D isclosure 1\ ct, was part of the
H ousing and ll rban D evelopment
Act of 1968.
Occupants of New Housing
The
arion's constantly
Units expa nding need for quality housin g
is sa tisfied largely throug h the construt:tion of' new units, according to
a survey recently conducted by the
U. S. D epartment of Housing and
Urban Developme n t.
New units, however, do not directly serve the housin g needs of
*
*
\1an y households never move into
a n ew unit. This is becau se their
incomes are too low to afford a new
home, or because they prefer the
stvles and location s of existi ng units.
l1~ many cases, new units are not
readily a\·ailable.
f}
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f}
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BUILDING MATERIALS
'
0...
Df
0f
D
LUMBER-HARDWARE
I
Mobile Home Volume - The
24 1,000 mobi le home units shipped
in 1967 were eq ual to 18% of total
U. S. h ou~ ing unit starts for that
\ear and to 28% of new com·ention
~lly built single-family homes started
in that yea r, reports the U. S. De·
pa rtment uf [l ousi ng and Urban
Developmen t.
Univers ity Researc h Center, Chicago,
Ill. , recently announced th e reprint o f
t he third edition of its definitive study
comparing the cast of o perating private ly
awned t ruc ks and full se rvice lea sing.
The new ed ition compares these casts an
on item-by-item basis.
The 42-pag e report, p repared spec ificall y fa r execu tives conce rned with truck
ope rating costs, is 1he only one of its
kmd that has been developed.
It is
entitled: "Tru ck Costs: A Comparison of
Private Ownership and Full-Se rvice Lea sing."
The Center's study is based upon a
cos t analysis o f I ,338 compa nies a wning
and operating 7 ,359 trucks in 1968.
The experiences of three notional fu llse rv ice truck lea sing organ izations owning 75,000 trucks ore also inc luded in
the fi nd ings.
Among the subjeCts cove re d ore an
ana lysis o f th e usefuln ess of privo te ly
owned lrucks, actual truck stand;ng a nd
running costs, the cha rges far full-service
leasing, and lhe true cos t of ca pital.
All data ore 1968 costs.
High light of 1he report is a detailed
comparison of t he Ieday's casts of private truck ing ogainsl t he charges for
full -service leasing.
Single free copies of the study may be
obtained by execu tives by wr iting Universi ty Research Center, 121 West Adams
St., Chicago, Ill. 60603 .
most newlv formed hou seholds, nor
of most ho~seholds that mm·e. New
housi ng tends to be more expensive
than a\·ailable units, and so it tends
to serve relati vely high er income
h ouseholds, and, among these, the
households desiring the particular
ameni ties that n ew un its may offer.
"INVENTORY CONTROL"
"TURNOVER"
"PROFITS"
Be a PRO
• •
•
Di
'
;
;
and make MORE MONEY t
(l
In the LUMBER
HARDWARE
...
~
Di
BUILDING SUPPLY Business ;
THE PRO HARDWARE FRANCHISE SYSTEM CAN HELP YOU
FRANCHISED
DISTRIBUTORS
DECATUR HOPKINS
BIGELOW DOWSE CO.
Needham Heights MasL
Please g ive me more information about fJ
the PRO Hardware Franchise Program. f.~'t
Store Name - ------- - --- - ----- -------- -
Elmira, N. Y.
-Act Now-
()
..
•
~
v
My Nome -------------------- -------- {)
Position or Title ------------------- - --- Address ----- --------------------------
ROSE, KIMBALL &
BAXTER, INC.
'
-------------------~
City or Town ---- ------------------ -- - Retum to Box # 965
THE LUMBER CO-OPERATOR
.
t}
f)
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339 East Avenue
Rochester, N. Y. 14604
•
You sow it m th e lumber Co-operator, May 1969
23
Personal Notes
about our
Manufacturer-Wholesaler Friends
••••••••••••••••••••••••••••••••••••
G. L. G ent of Babcock Lumber
Co., Altoona, Pa., received a sales
performance award for h is firm at
the twenty-second annual convention of wholesale distributors of
Armstrong Cork Company building products. Gent's firm showed
the highest percentage sales increase
over previous years' averages in the
Northeastern region of the United
States. Armstrong Cork has its headquarters in Lancaster, P a.
* * *
It was announced by Kemper
Brothers, Richmond, Indian a based
Kitchen Cabinet Manufacturer, that
their name has been changed to read:
Kemper Brothers, A Division of
The Tappan Company.
* * *
Promotion of three Potlatch
Forest sales representatives in the
Eastern and Central regions has been
announced by R. J. Church, Potlatch
lumber and plywood sales manager.
W. E. Tufts has been promoted
BABCOCK!: BUFFALO
LUMBER
CORPORATION
MANUFACTURE RS & WHOLESALERS
e
W A REHOUSE DIST RIB UTORS
3825 Walden Ave. - P.O. Box 107 - Phone: 716 683-8888 - Lancaster, N. Y. 14086
WE AT BABCOCK-BUFFALO LUMBER CORP.
WOULD LIKE TO CONGRATULATE
to Eastern Regional Lumber Sales
Manager in W ethersfield, Conn.
A. P . Stockton and C. D. Whitney, both of Arlington H eights, Ill.,
have been promoted to Area M an ager
for Lumber, and Area M an ager for
Pl ywood, respectively.
Potlatch Forests, Inc., has its headquarters in San Francisco, Cal.
*
*
*
>I<
* *
Abitibi Corporation's Wholesale
Advisory Council has elected Carl
Z . Smyser of W olf Distributing Co.,
York, Pa., to the post of council chairman. Abitibi Corp. has its headquarters in Birmingh am, Mich.
Smyser spcceeds Rich ard Schiff of
I I. E. Schiff D istributors, Tnc. , Hicksville, N . Y., as chairman of the oneyear-old council. Turnng over council reins at the March 18-19 Abitibi
Advisory Council meeting in Detroit,
Scvhiff called the council's first year
of operation a solid success, and commen ded Abitibi for establishing the
wholesaler group.
Evans Products Co., Portland,
Ore., has an nounced the appointment of Richard E. Kent as Assistant
Secretary of the compan y and attorney on the company's headquarters
staff effective April 15, 1969.
Prior to Mr. Kent's appointment
with Evan s, he was a partner in the
firm of Hill, Lewis, Adams and
Goodrich , Detroit, Michigan, the
company's general counsel.
.. * *
THE PACIFIC LUMBER CO.
ON 100 YEARS
OF CONTINUOUS GROWTH
:lle m anagement and Staff of
Babcock-Buffalo c:fumbel' Co,.p.
M ark 0. Thomas, General Counsel of Masonite Corp., Chicago,
Ill., has been elected Secretary. T he
action by the board of directors was
announced by John M . Coates, President of the hardboard/reducer.
Thomas, who joine M asonite in
Janu ary of this year, has been Secretary and General Counsel of the
Dole Valve Company For the past
ten years. Previously he was a
patent lawyer and head of the legal
department for the Armour Research
Institute, Illinois Tnstitue of Technology.
The post of Secretary has been
held since 1958 by Samuel S.
Greeley, Executive Vice President,
who continues in the latter position.
Greeley joined M asonite in 1951 as
General Counsel, was named Secretary in 1958 and a director in ] 96 1,
Vice President in 1964 and Executive Vice President in 1967.
*
IF ITS
24
"\)Ma,-, ... THINK
OF
~~&COc~
*
Kentile management and the
members of the new Ken tile D istributor Advisory Council held their
first meeting at the Essex H ouse, in
N ew York, on May 5 and 6.
T he Coun cil, made up of five
independent Kentile distributors from
different geograph ical regions of the
country, is elected by Kentile distribu tors, every two years.
Members of the Council include:
A. P . D ansak, Dansak Dist. Co.,
Phoenix, Ariz.; J. E. Flynn, Building
Products Co., Maryland H eights,
Mo.; Charles Byers, Byers-Goldson,
Inc., Mauldin, S. C.; R. F. Hipp,
Allied-Buffalo Dist., Inc., Buffalo,
N . Y., and R II. Rans, Bob Rans
Wholesale Co., South Bend, Ind.
O scar Spear, of Spear-Newman,
Inc., New I l aven, Conn., a member
of last year's Distributor Advisory
C ouncil, will also attend the meeting
as a delegate-at-large.
• • •
Edward L. Mongold, vice president- marketing, Building Materials
Division, Certain-teed Products
Corp., Ardmore, Pa., announces the
appointment of Kathlyn Butcher as
manager of the newly-formed Public
Relations Department. She will be
responsible for supervising and managing the pu bli.c relations activities
concerning the division's progress, its
products and its personnel; and will
report to the vice president- marketSince January, 1967, Mrs.
ing.
Butcher has been the advertising and
publicity copywriter attached to the
Advertising Department. Prior to
that she filled a similar post at Philadelphia headquarters of the American Society for Testing and Materials.
•
•
Marvin Greenwood, senior vice
president - marketing of The Celotex
Corp., Tampa, Fla., will take early
* * •
Red Devil Inc., Clifton, N. J.,
announced the appointment of Leland Fancher to the post of Vice
President - Manufacturing.
Mr. Fancher was most recently
chief engineer, and has been associated with Red Devil for 19 years.
He is a member of Red Devil's
board of directors, and continues as
assistant secretary of Schalk Chemicals Inc., a Red Devil subsidiary.
STAIRWAYS THAT ARE PURPOSELY DESIGNED
FOR ALL TYPES OF HOMES SELL BETTER!
MORGAR
PRECISION MADE
STAIR PARTS
ARE MADE INTO
BEAUTIFUL
STAIRWAYS
for
EARLY AMERICAN
. .. .
Cyrus T. Walker, President of
Pope & Talbot, Inc., San Francisco,
C al., announced recently that the
Company h as exercised an option to
purchase for cash all 1·he outstanding
stock of Boundary Sawmills, Ltd.,
in Midway, B. C.
According to Walker, this acquisition is the largest in Pope & Talbot's
history. The purchase includes two
sav.rrnill s in Midway and one in
Grand Forks, B. C., and sustCi ined
cutting rights within 1,500,000 acres
of Canadian governmenl.
In commenting on the purchase,
Mr. W alker said, "Boundary is expected to contribute significanllv to
Pope & Talbot's earnings in 1969.
It increases our lum her production
by 50% on a susta ined basis, and provides us w ith a strong b <Jse for further expansion in British Columbia.
This acg uisilion is consistent with our
stated objectives for Corporate growth
and positions Pope & Talbot to reali?e
the fu 11 benefit of the rising demand
for housing projected over the next
decade.
of Celotex in 1961 and, following
the merger of Celotex into Jim Walter Corp., he was elected to the
parent company's board of directors
in December, 1965 .
retirement from full time employment with the company on May 31 ,
Eugene R. Katz, president, announced recently.
After June I , 1969, Greenwood
will serve as a marketing consultant
to Celotex on a part-time basis.
Greenwood's retirement climaxes a
lifetime career with Celotex, during
which he rose through the organization to become the firm's top marketing officer. For more than a
decade he has been responsible for
all sales and marketing activities of
Celotex. In recent years he directed
a nationwide sales force of over 300.
Greenwood was named a director
CONTEMPORARY
or
COLONIAL SETTINGS
• 18th CENTURY
1
CORNWALL HOUSE
(Top Left)
•
MODERN OR
TRADITIONAL
NEWBURYPORT
{Top Right)
• COLONIAL
ANNAPOLIS
(Lower Left)
• MODERN
TREADWAY
(Lower Right)
FOR INFORMATION COVERING A COMPLETE STAIRWAY LINE
CALL OR WRITE
Brockvvay-Srnit:h-Halgh-Lovell Co.
DISTRIBUTORS OF MORGAN MILLWORK AND ANDERSEN WINDOWALLS
QORGA8
Servicing New England from warehouses at
ll1Dl
BOSTON, MASS.- PORTLAND, ME. -NEW HAVEN, CONN. -SPRINGFIELD, MASS.
.You sow it in the lumber Co-operator, May 1969
25
ing traffic, particularly at the height
of the tourist season, the existing "Y"
presented an engineering problem.
Pressure-Treated Wood Bridges
Win Civil Engineering
Achievement Award
Reprinted with permission from "Wood Preserving", April 1969
The Keystone Wye, an award
winning bridge system, is reported to
be the first tri-level wood bridge system constructed on a Federal highway
interchange. This outstanding design using pressure-treated glu-laminated timbers was designed in wood
to give an aesthetic look that would
blend into the natural setting of a
scenic tourist area. The South Dakota Section of the American Society
of Civil Engineers selected the Keystone Wye for the "Civil Engineering
Achievement Award for 1968."
The interchange, which was completed in the summer of 1968, is located near world famous Mount
Rushmore in South D akota, site of
the great sculptured stone faces o£
Presidents Washington, Jefferson,
Theodore Roosevelt and Lincoln.
The construction of this bridge complex was brought about by the need
to alleviate the vehicle congestion
created by increasing tourist traffic
in the Black Hills and the growing
number of visitors to Mount Rushmore 1ational Memorial.
The "Keystone Wye"
Rushmore Road U. S. #16 from
Rapid City, So. Dakota, forks about
four miles from Keystone, Alt. #16
going left to Keystone, and U . S.
# 16 to the right to Hill City. The
roads join again at Custer after loopin g around the mountains. When
U. S. #16 was widened to four lanes
to accommodate the steadily increas-
The arch and girder bridges have been erected and are ready for the roadway construction.
The g lu-lamtnated pile bents ore still wrapped with protective material.
26
Timber Selected to Meet
Design Requirements
K. C. Wilson, Assistant Bridge Engineer, Bridge Section, of the South
Dakota Department of Highways,
stated that due to the type of terrain
( the "Y" is in a deep valley) and
limited area for construction of an
interchange, the Road Design Section
determined that a three level separation would best fit their criteria. The
Highway Commission requested that
the Bridge Engineering OHice design
an aesthetically pleasing separation
that would blend as well as possible
with the scenic Black Hills landscape.
The Commission suggested timber as
a design possibility. The final result
was a timber arch structure that was
felt to satisfy this requirement.
The Keystone Wye bridges are an
integral part of the landscape. The
use of pressure-treated wood gives a
natural appearance to the structures
indicating they belong to the wooded
mountain countryside. Undoubtedly,
no other material could be more compatible in this magnificent setting.
\Vood is one of man's oldest construction materials. It has \Varrnth
and nautral beauty unlike that of any
other structural material. Today,
with pressure-treatment, wood can
serve better than ever. \Vith proper
treating, wood is rendered more durable and able to serve a long life
because the preservatives protect it
from termites, weathering, and wood
destroying fungi which causes decay.
Pressure-Treated Wood Plays
a Vital Role in Highway
Construction
All through the years, even since
the decline of the narrow covered
wood bridges, wood has continually
been in use for highway construction.
Other materials have recently dominated the area of bridge construction
on major interstate roads, but wood
bridges have been continua lly built
on Federal highways and State primary and secondary roads.
Wood has continually offered economy and good appearance. WOOD
PRESERVING NEWS has featured
many outstanding uses of pressuretreated wood and glulam bridges that
have been constructed on all types
of roads.' The Loon Lake Bridge,
which appeared in WOOD PRESERVING NEWS, Aprill966, page
10, is an example of a glu-laminated
timber arch bridge that is 'ideally
suited to the rugged canyon site in
which it is constructed.
In addition to bridge construction,
the importance of wood in road construction has been its use an d p roven
service for guardrail con struction,
sign posts, timber crib and retaining
walls. The recen t construction of the
bridges at the Keystone W ye shows,
unquestionably, with pressure-treatment wood will continue to play a
vital role in all aspects of major highway construction .
Keystone Wye Structures
Designed for A.A.S.H.O.,
HS 20-44 Loading
The Keystone W yc is made up of
two wood glu-laminated bridges; one
arch bridge, and one timber girder
bridge. The "Wye" is designed so
that each b ridge carries one-way traffic; however, each is constructed to
be able to serve two lanes. The
bridges arc bui lt under A.A.S.H.O.
specifications and have a 10 foot
clea rance width per vehicle and meet
the H S 20-44 requirement for a load
capacity of 32,000 pounds per axle
load.
The top arch bridge carries west
bound traffic From Keystone and the
Rushmore N ational M emorial. This
bridge is 290 feet long and has a 26
foot wide roadway. It is made up of
th ree large gl u-lami nated arches each
spaced 10 feet 3 inches apart, from
center to center. T he arches have a
span of 155 feet and are curved upward to a h eight of 40 feet. The
glu -Jaminated arches which arc
hinged at the center apex, arc 61 ~
inches thick and have a width of
13-A inches.
The arches support 14 glu-laminated timber bents wh ich hold up the
longitudinal beams and re-in forced
concrete roadway. Each half of the
brid~e has th ree 81 foot long beams
which Form a four span continuous
unit, and three 63 foot beams which
form a th ree span unit. T he longitudinal beams are also glu-laminated
and arc 29} inches thick and 1 2~
inches wide.
The timber girder bridge is 170
feet in length and constructed with
a horizontal curve radius of 381.97
feet. I t also h as a 26 foot wide roadway which is banked. T he three sections of four longitudinal beams rest
on t \.VO bents of glu-lamin ated pressure-treated timber. T hese beams
range in length from slightly over 54
feet to a little more than 57 feet.
Timber-Concrete Composite
Design Solved
A construction problem which was
successfully solved was the design of
the longitudinal beams of the girder
bridge spanning the roadway to give
a reasonable depth for vertical clearance and provide the proper composite action between concrete slab
and timber girders. The Bridge Office became aware early in the design
that the magn itude of horizontal
shear from slab to beam would be
higher than that developed by conventional means. They recognized
that a shea r developer they might design would perhaps not be the most
practical for a ti mber fabricator, and
requested th at the contractor create
h is own design . Therefore, special
shear developers were used to key
th e concrete roadway to the timber
girders. Shear developers were also
used on the arch bridge roadway.
180,000 Feet of Glu-lominated
Material Used
Approximately 180,000 feet of glulami nated material was used in addition to sawn timber for the fabrication of the component structurals.
All timber material used in the laminated beams was pressure-treated
prior to fabrication. i\ll material was
treated with pen tachlorophen ol borne
in a liquid gas medium which left th e
wood with a natural appearance. T he
treatment complied with treating
standard TT-W-57 l g and AWP A
standards. The specification required
a dry chemical retention of 0.50
pounds per cubic foot of " ·ood. A
resorcinol resin adhesive was used
fo r lamination.
Color Considered Important
M r. Wilson, of the Bridge Section,
also stated th at it was felt that the
final appearance and color of the
timber structures was considered
quite important. The Bridge D epartment recevied considerable help from
the timber industry and the U. S.
Forest Products Laboratory to obtain
the best solution to this problem. A
fl ood coating of oil stain was applied
to give the timber the desired finished effect.
The timber used in the Keystone
W ye structures is Douglas fir. Timber structures, Inc., of Portland, Oregon, performed the fabrication . The
glu-laminated beams were shipped by
rai l to South Dakota and then by
truck to the construction site. A
small num ber of timber components
were shipped reaJy for installation,
others were shipped partially assembled and com pleted at the 'Wye."
M r. Jerry Doblie, M anager, Market Planning, at Timber Structures,
stated that the Keystone Bridges represents " . . . a good clean simple
(cont inued on page 37)
' "Why Glulam Timber Brid ges Are Pouplar," WPN
Vol. 36, Aug. 1968, page 18.
"Typical Low-Cost Timber Bri dges," WPN Vol. 38
Jan. 1960, pages 10-11.
" Wood Bridges Features Economy and Appearance," WPN Vol. 42 July 1964, page 9.
" 20 Years of Se rvice Prove Durability of PressureTreated Glulam Bridge Timbers." WPN Vol. 44,
Mar. page 5. Apr. page 10, 1966.
Mount Ru shmore looms above the Pork Visitor Cente r. The massive sculptured stone
fa ces are of Presidents Was hington, Jefferson, Theodore Roosevelt, and l inco ln.
27
Old Log-Filled Lumberyard ChangesNow 'Supermarket'
This article is reprinted with permission from the
" Buffalo Evening News", March 1, 1969
In an America where computers, prefabrication and
mass spectatorism arc blanching individuals into nearanonymity, community lumber yards and home building
supply stores seem like replen ishing stations for a more
personal brand of living.
G leaming bins of nails and screws, racks of brackets,
fixtures or tubing, reels of wire and counters with plastics
that will fill any hole or repair any leak, all sprayed with
the special p ungency_ of newly cut wood are the stimuli
for the God Helps Those Who Help Themselves crew.
Such a center is the Salzler Brothers' yard and store
on Springville's \iVest Main St. Of course, every small
town and most city communities have lumber yards and
building supply stores just like it.
And over the years they have changed from selling
just lumber to a myriad of things, but the values remain
constant: A square fitting is still a squ are, a foot still
measures 12 inches and the man behind the counter
seems able to answer any question.
It takes a solid-based but flexible kind of family to
sustain such an operation over 60 years and that's what
the sons of Henry Salzler have done.
Henry, German-stock Springville farm boy, founded
the business back in 1907. It started out as a cider mill,
using the power of Spring Brook to tum apples into
cider. From that start, old H enry Salzler, who died in
1940, turned it into a lumber mill.
Lumberyard of 50 years ago.
28
"Farmers used to haul their logs to the mill and
father would plane them down," said Gordon J. Salzler,
at 48 the youngest of H enry's seven sons. "Sometimes
the wagons would line up a long way waiting to unload."
He'd ship the hardwoods to Buffalo and keep the
softwoods which he'd use in his contracting business.
Gordon was recalling the old days, the young days,
while seated in the home of his brother, Laurence, 66,
across Main St. (Route 39) from the mill-store. A third
brother, Charles H., now 68, sat in too.
A fourth brother, Gerald K., 54, remained at the
mill-store serving customers.
Three other Salzler Brothers - William M., Francis
P . and 1aynard J.- had died.
How could all seven of you and your father work
in the mill and get along? the three brothers were asked.
"People always used to ask that question," replied
Laurence. "The answer is easy. Father expectel:l everybody to work and he insisted on honesty - scrupulous
honest."
'Well which one of you was boss?" the questioning
persisted.
"\Vhen fa ther was alive, he was the boss," said
Charles, now retired from the business. "After that
. . . well, someone could come in to the store and ask
for the manager and each of us would point to someone
else. We all would specialize in a different part of
the business."
\iVhen the Salzler brothers were still school-aged,
This photo of Henry Solzler mill in Springville was token about 1920.
they were introduced to the lumber and building busi·
ness. It made them eager for life and trade.
'We'd rush home, change our clothes and get rich
peeling cherry bark," said Laurence. "We sold the bark
to some manufacturer by the pound. I think it was used
in some kind of medicine. We'd peel hemlock bark, too,
and sell it to the tannery. We earned nickels and dimes
and thought ourselves lucky. Father knew how to keep
us off the streets."
Asked why so many German families ran lumber
mills in Western New York, one of the brothers smilingly volunteered:
"They used to say that only the Dutchmen were big
enough to roll the logs."
In 1927, old Henry Salzler had a chance to buy a
mill property on West Main St. Two years later he was
glad he did because his entire brook-side mill burned
down.
"The business kept growing and the new mill had a
railroad siding," said Gordon. "Father soon stopped
contracting homes and even quit sawing logs. We
began buying from Far West."
Once out of the building business, the Salzlers began
stocking items that do-it-yourself builders and small local
contractors could use. That included everything from
cement to hardware.
In more than 15 buildings, the Salzlers stock their
lumber today, waiting for the customer to call for the
2 by 4 or the paint or hardware that must come into the
lives of every home dweller.
DIAMOND NATIONAL
EASTERN
WHOLESALE
LUMBER
AND DISTRIBUTION CENTERS
SERVICE! •..
Is Our "KEY ASSET"
. .• AND YOUR
KEY TO
GREATER
PROFITS
OFFERING:
Member of
MILL DIRECTS
• High Quality Consiste ncy in Full or
Part Cars Direct From Our Own Mills.
WAREHOUSE DIRECTS
• Save an Labor
We Unload and Deliver to You r Location.
• Re duce In vestment
No Need to Buy Full Cars, When All You Heed Is
Lot Loade d Cars.
WAREHOUSE BACK-UP
• Four Conve nient Warehouses Ready to Serve You r
Back- Up Needs When You Need It . . . You Order in
Smaller Quantities Far Greater Turns.
TRAILER LOAD DELIVERY
• Huge 40' Long-Haul Traile rs Will Provide You With
Speedy Delive ry With Full or Part Shipments.
Interior view of a sect ion of Salzler's present day store.
With a trading area that extends nearly to Arcade,
Boston, West Valley and Collins, the Salzler Brothers
figure that they serve up to 15,000 people.
Still, the demands for their products is unending.
"We tried to cut down to a 5~-day week, but we
can't," said Gordon Salzler.
One of the most popular ways for homeowners to
spend money these days is adding a family room or play·
room to an old house. The Salzlers figure that such a
job costs from $1000 to $3000 and they're quite willing,
as are other home building supply store operators, to
supply advice and plan ideas for prespective builders.
"A good lumber and building supply store today is a
service business," said Gordon. "We say that if you
don't know lumber, at least know your lumber dealer.
It's a safe way in this trade."
Most of the lumber sold by the Salzlers these days
comes from the big woods country of Idaho, California
and lately, Canada. Carloads of lumber keep arriving
SPECIALIZING IN :
• Idaho P ine
• Ponderosa Pine
• Inla nd Red Cedar
• Suga r Pine
• White Fir
• Engl e man Spru ce
• KD Fi r and Larch
• Exte rior Plywood Sheathing
•
•
•
•
•
FAMOUS BRAND NAMES
Bru ce Prcfi nished
Pa neling, Mould ing s
BRUCE FLOORINGS
Ab itibi Impe rial
Hardboard Pane ling
Welsh Plywood Paneling
Homosot c Products
4 CONVENIENT WAREHOUSE LOCATIONS
Wallingford, Conn.
off Route 5
Tel: 203 269-3329
South Walpole, Mass.
Summer St.
Tel: 617 668-0613
Dover, Ne w Hampshire
80 Rut la nd Ave.
Tel: 603 742-15 25
Springfield, Mass.
169 Paridon St.
Tel: 413 736-0321
<continued on poge 3 I)
29
Nationwide Study Shows
Distributors Are Holding
Line On Delivery Costs
Kemper Insurance
Loss Control Service
tlelps make yards safe
Did you know that you can reduce the premium
you pay for workmen's compensation insurance
by reducing the numb er of accidents in yo ur
yard? And did you know that Kemper Insurance is
in an excellent position to help you do just that?
Many yea rs of experience in insuring lu mbe r
yards have taught our Loss Control Engineers
just where to look for those potential accidents.
Then, we help you set up a loss control program
that can not only bring down the cost of your
premium, but save you out-of-pocket costs of
employee accidents as well. These costs, l1ke lost
time, overtime, hiring and training new workers,
and decreased production, can amount to more
than the sum paid by your policy.
Fo r mo re info rmation on how you may save
money in your lumber yard, write Walter White,
Vice-President Kemper Insurance, 4750 Sheridan
Road, Chicago Ill. 60640.
American Motorists
Insurance Company,
a division of . ..
30
Even though the volume of products handled by
building material wholesale distributors has increased
appreciably, delivery costs have not gone up proportionately, the recently Survey of Delivery Costs by the
National Building Material Distributors Association
shows. In some cases it actually declined. It can therefore be assumed that distribu tors are turning to increased
efficiencies to keep costs in line.
There was also no dramatic e\•idence that leasing
offered substantial savings over ownership on straight
costs per cwt., or costs of merchandise delivered basis,
but there was about 10% savings in leasing vs. ownership on a mileage b asis. However, the study did not
disclose if these figures included the cost of equipment
investment, depreciation and other factors associated
with fleet ownership.
"Due to the very high response and the wide geographic distribution of the respondents, this survey provides our members with a highly reliable index of
delivery operating costs data", S. M. Van Kirk, Executive Vice President of NBMDA points out. Survey
replies were received from 165 wholesale building m aterial distributors in 38 states from coast to coast and
one terri tory, or a response of 42.6% of those surveyed.
Trucking costs were measured according to cwt.,
mileage, and cost of merch andise delivered, and for both
ownership and leasing. Ratios were developed for comparison with total sales costs, operating costs, warehouse
costs and wareh ouse sales. C omparisons are also made
with previous studies made in the years 1961, 1963 and
1965. There are some increases, but also some declines.
In 1965, for example, the average ratio of trucking
costs to total sales costs was 17.0%. In 1969, the figu re
is 8.7%. The median ratios for this category are 5.00%
in 1965 and 3.5% in 1969. Both figures show a substa ntial decline.
Four years ago the average ratio of trucking costs to
total operating costs was 13.2%. This year, the fi gure
is only 10.2%, or a decline of around 3%. The reduction
in the median figure is even more dramatic, dropping
from 13.00% in 1965 to 8.2% in 1969. The average
ratio of delivery costs to warehouse sales, h owever, has
stayed virtually the same - 4.58% in 1965, compared
to 4.9% in 1969. The median figure showed a slight
increase from 2.80% in 1965 to 3.8% in 1969. Similarly
warehouse labor costs relative to warehouse sales was
3.8% in 1965 and 3.4% in 1969.
Delivery Is Increasingly Important
From the study it is evident th at delivery continues
to be vital to wholesale building material distribution.
Slightly over 90% of the wholesalers who submitted data
offer some type of delivery service, either with companyowned equipment, leased equipmen t or common carrier.
O wnership is shown to be high , with almost twothirds own ing all the equipment they use. Projecting
the figures from the su rvey, it is estimated that the 388
distributors surveyed own I ,245 trucks, 628 truck tractors,
and I, 187 truck trailers.
About one in eight lease their trucks, around 10%
own and lease, and close to 10% use common carrier
all or part of the time. The survey showed that ownership runs all the way from one unit to as high as 68.
Slightly over h alf of the respondents own fewer than
six trucks each.
You sow it in th e lumber Co-operator, May 1969
HIGHLIGHTS- OWNERSHIP vs. LEASING
Delivery Data
COST PER CWT -
Average
Median
COST PER MILE- Average
Median
COST OF MERCHANDISE - Average
Median
Ownership
leasing
36c
33c
34c
33c
3.9 %
3.7 %
36.8c
42. c
39.8c
37. c
4.2%
4.1%
Average value of equipment owned is $78,206, and
average leasing cost is $27,848. To make the report
more meaningful, the survey results are broken down
by size of truck fleet - 1 to 5 units, 6 to 10 units
and over 10.
Tractor-trailer combinations continue to be the most
popular delivery equipment.
Almost half of the
respondents own one or more tractors. Vans and flats
are the most frequently used trailers.
Don't Expect to Make Money on Deliveries
Most distributors consider delivery one of the necessary costs of doing business, so only a few (20%) indicated they expect to make money on it. This is 50%
more than in 1965, however. At least half would like
to break even.
Those who make periodic or regular charges for delivery slightly outweigh those who never do. Only about
a quarter of the respondents always charge their customers. Of those who charge, about 35% do so on
minimum orders or on deliveries in excess of a maximum
distance. Around 40% never show delivery charges as
a separate item on the invoice. They include it in the
price of the merchandise instead.
Deliveries Going More on a Schedule
Distributors tend more and more to schedule deliveries on a regular basis, the study shows, with 70%
reporting this policy. Only 18% deliver when the load
is made up, and 11.5% have no policy.
Regular deliveries are confined largely to a 200-mile
radius. Over three-fou rths of the respondents indicate
a normal delivery radius of between 50 and 200 miles.
The size of the fleet is closely related to the distance
over which regular service is offered. There are substantially more distributors with from one to ten trucks
who limit to 100 miles, whereas 63.6% of those with
over 10 trucks go up to 200 miles, and an addi tional
9.1% of these deliver up to 300 miles. Over 80% of the
cespondents offer local delivery
Lumberyard Changes
STICKY BACK
SPACERS
rAk-wl~
8 Pre-Hung Door Spacers locate
the door within the frame - No measuring
needed for proper spacing- Makes a
solid unit of door and framePrevents twisti ng, rattling an~
damage during shipment. '
/~
.////
continued from page 29
at the Salzler yard for proper aging before being sold.
Gordon Salzler has a warning to the do-it-yourselfer.
"The cost of lumber may be on the rise because Japan
suddenly has put big demands on Americ:m supplies."
Still and all, it shouldn't hurt things. Springville
enjoys a slow growth, one that is apt to speed up in the
years ahead when all the new roads people talk about
are built.
There'll be people at Salzlers' to answer the same
questions and supply the materials. Gerry and Gordon,
the two remaining active brothers, recently took in a
new partner - Joe Gerken, a 37-year-old planning adviser and estimator.
And finall y, a couple o[ third generation Salzlers
are in view - Peter Salzler, 20, and l\1ark Salzler, 17,
both sons of Gordon.
"Most of my brothers' youngsters have chosen other
directions, but we're pretty sure that there'll be some
Salzlers here for a long time yet," said Gordon.
Certainly, the market for the man who wants to
individualize is still mighty strong, too.
You sow it in the lumbe r Co-operator, May 1969
• SAVES LABOR
Twice as fast as stapling
•
REJECTS ELIMINATED
No stapler dents
• PREFERRED BY CUSTOMERS
No staple holes to fill
• All THICKNESSES
and several superb
adhesives in stock
(Corner protectors for door units
also in stock.)
Phone or mail for Free
literature and samples
PAK-WIK CORPORATION
128 Tivoli Street
Albany, N . Y. 12207
Phone 518 465-4556
31
Northeastern's Building Consultant Ed Sharp
R. K. Miles, Inc. Moves
Into New Building
J. Edward Sharp
has been doing
store and layout
work for NRLA
for four years.
Ed Sharp, store and yard layout consultant for Northeastern Retail Lumbermens Association, has just completed four years with the Association. Members of the
Association have heard him speak at Northeastern Conventions where he has been on the program for three
years. He has also been present at two annual meetings
of The Lumber Dealers Association of Connecticut.
During his four years with NRLA, he has been involved in the planning and consulting work for 39 yards.
Some of these yards have been completed and others are
in construction at various stages. H e has helped lumber
dealers in all seven states served by the Northeastern
Association.
Ed lives in Litchfield, Conn., with his wife and
daughter. The Sharp's have a son who is married and
lives in Woodstock, Conn.
Ed has been in design work most of his life, having
been display director for one of Hartford, Connecticut's
largest department stores when he was still in hi s
twenties. Later Ed was a consultant with the W . T.
Grant Company.
The Association'-s members benefit greatly from Ed's
years of experience and his merchandising background.
Ed's talents are n atural - he received no formal training
in this area. However, he is able to combine the department store experience and merchandising talent into
good store planning.
Ed Sharp believes in the lumber business and knows
a great deal about it. He knows about "big ticket items".
There have been times when Ed has refused to continue on a job because he felt the completed job ·would
not bring about the desired results. This is usuallv when
the dealer has made some illogical change in Ed's 'layout.
Except for some basic ideas, no two of Ed's jobs look
alik~. Ed says he must start fresh on every yard layout.
He JUSt doesn't want to bring in a "canned" program.
In the four years of work with the Northeastern
Association, Ed says most of the contacts have been made
through conversation among the dealers and the Association's Regional Managers.
In the area of store layout and planning, there are
few men who can bring to the lumber dealer, the wealth
of talent and experience that J. Edward Sharp is capable
of offering.
The story on this ~age about the R. K. Miles n ew
store in Manchester Depot is a good example of Ed
Sharp's work.
32
R. K. Miles, Inc., Manchester Depot, Vt., moved in
February to their new store and warehouse building.
The 70' x 140' structure is of clearspan constru ction with
a 14' x 60' canopy on the south side to provide for
covered customer leading and storage. Also on the
south, overlooking the yard area, is a 14' x 20' office
section. A 10' x 60' canopy adjoining the colonial style
entrance porch provides a place for lawn and yard pickup items when spring arrives.
Planning of the building was handled by Northeastern Retail Lurnbcrmens Association Consultant, J.
Edward Sharp, of Litchfield, Conn. The building is
of conventional construction. The steel trusses, manufactured by Coronis Framing Systems of Trenton,
N. J., and sold through lumber dealers, permitted the
use of wood and lightweight concrete block for walls
and roof. Contractor Arthur R. Groves of Manchester,
Vt., who did a fine job on this building, stated that the
Ed Sharp handled the planni ng of the
R. K. Miles Stare in Manchester, Vt.
cost was less per square foot than for similar steel panel
buildings erected by him in the area. Mr. Groves shares
the owner's and the consultant's opinion that this type
of conventional construction results in a building which
is superior to one of steel panel construction. Mr. Sharp
advocates that a lumberman demonstrate faith in the
products he sells by making usc of them, rather than
turning to competition to meet his requirements.
Several N ew England and Eastern N ew York dealers
h ave visited Mr. Miles to see the building. Mr. Sharp
has prepared p lans for two similar buildings no\v under
construction for two of these dealers. Besides the efficient plan, owner Richard K. Miles, Jr., visiting dealers,
and the consultant have been pleased and impressed
with the low cost of less than $5.25 per foot calculated
on the enclosed space and including utilities and finishing of the 45' x 80' store area and office space.
Store fixtures and store layout were also planned
by Mr. Sharp.
You saw it in the lumber Co- ope ra to r, May 1969
PALCO Reversl bles ... redwood beauty, handsomely textured (A and C) or smooth surfaced (8 and D), seen in a few of their many applications.
The world
of PALCO
redwood
Since 1869, PALCO has produced prem ium quality redwood products for qualityco nscious builders of commercial, residenti al and recreational structures. Here
is an unique and versatile natural product
w ith warmth, beauty and flexibility unmatched by any other bui lding material.
Throu gh sustai ned-yield forestry management of PALCO timberl ands, we have a
perpetual supply of redwood timber. To
you this means w e can assure a co ntinuing
stream of quality redwood products.
PALCO is the oldest and most p rogressive redwood producer in the industry.
Throughout these one hundred years,
PALCO has resea rched and developed
many products which have been accepted
by the trade as standards of rel iability. Typical of these are two currently produced
PA LCO products whi ch offer builders and
dealers many outstanding features-PALCO
Reversibles, whi ch are di stin cti ve ly sawtextured on one side and smooth on the
o th e r, and PALCO Redwood Plywood
which combines the beauty of redwood
with the flexibility and convenience of
plywood.
The Beauty of PALCO Reversibles
One surface of PALCO Reversibles is
saw-textured; the other is surfaced smooth.
The special texturing process which pro-
duces the enriching fourth dimension of
depth is no less precise than the process
which is used to produce the smooth side.
The PALCO saw-textured surface is free
of loose fibers and sp linters that often result from other saw-textured processes.
PALCO Reversibles are available as bevel
siding and tongue-and-groove V-joint, in
grades with faces that are clear- free of
knots and knot holes. These Reversibles
are made of PALCO Certified Kiln Dried
Redwood that stays flat, straight and holds
its original dimensions; resists checking and
splitting.
Saw-textured o r smooth-side out, PALCO
Reversib les are equally suited to exterior
or interior applica tions. Finishes are a matter of personal choice because redwood
takes and holds any finish beautifully ...
penetrating sta ins, heavy-bodied stains,
paints and clear sealers. Left unprotected
and exposed to the elements, PALCO architectural quality redwood mello ws in
PALCO Redwood Plywood ... the advantages and beauty of redwood combined with the convenience of plywood, shown in Clear Hear! Saw-Textured
time to a p leasing driftwood-grey color.
The beauty, stability, durability and flexibility of these outstanding wood products
are only a few of their features. From the
practi cal sta ndpo int, d ealers ca n store
larger inventories of two products- textured and smooth- in the space required
for one.
The Beauty of PALCO Redwood Plywood
Now, PALCO has combined all the natural features of redwood with the extra
strength and economy of panel construction . Plywood sheets 4' x 8', 9' and 10' go
up fast on exteriors or interiors, in residential and commercial construction as well
as in vacation homes.
No forest products are more prized for
both beauty and performance than those
made from redwood. And PALCO Redwood Plywood is produced with two distinctive textured faces-saw textured and
brush textured. Both are available plain or
in a variety of grooved patterns for striking
effects of highlights and shadows.
All PALCO Redwood Plywood is exterior
type, bonded with waterproof adhesives.
Clear Heart and Select grades have a millapplied water repellent which provides an
excellent surface for natural weathering,
staining, pai nting or bleaching.
PALCO Redwood Plywood is manufactu red to specifications of U. S. Product
Standard P.S. 1-66, of American Plywood
Association's 303 Specialty Sidi ngs, and
complies with F.H .A. requirements and
major regional building codes. Each piece
bears the new California Redwood Association stamp of app roval and the D.F.P.A.
grade trademark.
PALCO Offers Largest
Redwood Product Mix
The full line of PALCO Certified Kiln
Dried products comprises the widest range
of redwood products available from any
one source. Specialties such as edge-gl
panels and end-glued boards and fasci
factory paint-primed lumber and sidi
thin paneling, molding, and 2" and 3" Ki
Dried Clears are only a few from which
choose. PALCO redwood lumber is avai l
able in all standard sizes and lengths. AI
products are avai lable in straight or mixed
car sh ipments.
The Prestige of Quality
The prestige of quality that
enjoys in the minds of quality-consciou
consumers adds value and sales appeal
any residence or commercial bu ilding.
addition, beautifu l PALCO redwood offe
the owner more yea rs of maintenance-f
living.
Enter The World of Beauty, Prestige,
Satisfaction. Build with PALCO
Redwood Products.
PALCO-PLY
REDWOOD PLYWOOD
PALCO REDWOOD
LUMBER REVERSIBLES
Standard Sizes and Patterns
Lengths: 8', 9', 10' in a ll items.
PATTERN
Thi ckness
Width
Face
Pa t t~ rn
3/s''
48"
Plai n
S/s"
48"
S/s"
483/a"
Edge Pattern
NOMI NAL
TI IICKN ESS
& WIDTH
GRAD E
Rev ersib le Bevel Sidin g
Sq uare
# 320
V2" X 4"
C lear H eart and A-Grade
Plai n
Sq ua re
322
Inverted Batten
Shiplap
'h " x6"
1/2" X 8"
M ade in Verti cal Grain
323
S/a''
483/a"
T1 -11 : 4" o.c.
Shiplap
327
/s" X 8"
o/a" X 10"
Sfa"
483/o"
T1-11 : 8" o.c.
Shiplap
330
3/4 11 X
Shiplap
331
'I•" x10"
3/4 " X 12"
326
o/a"
48¥a"
T1-11 : 4" & 12'' o.c.
332
GRADES: Clear Hearl Saw-Textured is our most popular
grade. Face veneers are cl ear all heart redwood- free of
knots, knot holes and conspicuous patches.
Se lect Saw -Textured grade combines t he beauty of redwood with th e economy of face venee rs that include sapwood and filled knot hol es.
A-Clear Brush Textured grade has face ve neers that are
clear and include some sapwood.
5
8"
Reversib le Tongue
& Groove V-j oi nt
Clear Heart and A -Grade
#211
1"
X
6"
212
1"
X
8"
213
1"
X
10"
M ade in Ve rtical Grai n
and Flat Grain
All of the above items have one si de saw-textured and the reverse side smooth.
Other saw-textured items are available on special inquiry.
100'"
YEAR
ARCHITECTURAL QUALITY REDWOOD
THE PACIFIC LUMBER COMPANY
1111 Columbus Avenue , San Francisco 94133
35 E. Wacker Drive, Chicago 60601
2540 Huntington Drive, San Marino, California 91108
Diamond National Opens Middleton
Lumber & Building Supply Center
The traditional "Stud Cutting"
ceremonies, held Friday morning,
April 18, officially opened Diamond
National's "Newest" Lumber Building and Home Suf>plies Ce~tcr on
Route 114 in Middleton, Mass.
The appearance of Miss Massachusetts, 1969, and Ernie Koy, New
~ork Giants star halfback, highltghtcd the gala festivities. Also included were Free Prize Drawings,
free gifts for the ladies, men and
children, live demonstrations and
free refreshments. Free pony rides
for the kids rounded out a highly successful Grand Opening Celebration.
Malcolm J. Dunsmore, President
of Northeastern Retail Lumbermens
Association was present at this grand
opening.
"This Center is the prototype of
additional facilities planned for
Greater Boston and New England
in the very near future", said Frederick D. Adams, General Manager
of Diamond's Eastern Retail Division. "We feel it offers the ultimat~ in sophisticated shopping convemence to our customers", he said.
"Our merchandising conced)t at Mid. d, " oes away
d) e ton,,, he contmue
with 'mystery' that prevails in the
older type lumber yard by letting the
NEWLA Holds
Annual Meeting
New England Wholesale Lumber
Association held their annual meeting on April 23 at The Colonial
Lynnfield, Mass.
'
The program consisted of their
Annual Business Meeting, legislation
and election of officers.
Guest speaker for the event
was I lorace G. Pierce, Executive
Vice President, Northeastern Retail
Lumbcrmens Association, Rochester,
N . Y. His ta lk was entitled "Better
Lumber Merchandising - A Du al
Responsibility".
Paul Krihak, Holbrook Lumber
Co., Albany, N.Y., was elected President of the Association. Other officers elected were Vice President
Roger C. Pierce, H olt & Bugbee Co.:
Tewksbury, Mass.; Secretary-Treasurer, Richard H. Lawrence, Jr., Lawrence & Klein Lumber Co.. Fitchburg, Mass. Directors elected for
three years were Chester H. Anderson, Anderson & I lermann, Melrose,
Mass., and Richard Starrak, George
MsQuesten Co., Billerica, Mass.
customer see, touch and handle the
merchandise before purchasing".
Managing the new Middleton
facility is "Stu" Fraser, of Groveland,
Mass. Assisting Stu will be Ron
Johnston, also of Groveland. "We
will offer full services, including:
delivery, financing or counselling
which will make us rather unique in
the North Shore area", said Mr.
Fraser. "Our store will be set up in
such a way as to let the customer
serve him or herself or we will gladly
help them if they wish", he said.
"We welcome our customers to
browse and say so with signs strategically located throughout the store,"
said Ron Johnson.
The Diamond National Middleton
facility is one of twenty-four in New
England that makes up the Eastern
Retail Division of Diamond International Corporation which is a diversified manufacturer of packaging,
paperboard, pulp and paper, molded
pulp prod ucts, business fo rms and
bank stationery, automated packaging
equipment and paper making machinery, metal containers, plastic
sprayers and dispensers, lumber,
matches and wood products and operates a chain of 75 retail stores on
the East and West Coast~.
Person-To-Person
Marketing at
the Broadmoor
Approvimately 600 sales and marketing people of the fores t products
industry will gather at The Broadmoor, Colorado Springs, Colorado,
for the 77th Annual 1ceting of the
rational-American Wholesale Lumber Assoc iation, May 27-29, 1969.
Strengthened by the best new
membership year in two decades and
a 1968 record in sales volume, the
NAWLA membership will study
new Association programs, seck more
effi cient marketing methods through
group discussion, and hear nationally
known speakers on marketing, future
outlook for business, and recruitment.
The meeting's theme is
"Better Marketing in the 7Cis
Through Ni\ WLA."
Social events under the direction
of the world-famous resort hotel w ill
high light the th ree-day meeting. The
annual NAWLA golf tournament
and a tour of the nearbv Air Force
Academy are scheduled events.
You sa w it in the lumbe r Co-operator, May 1969
Pressure Treated
Wood Bridges
. . . continued f rom poge 27
job of adapting the product (wood)
to the need in order to achieve economy." He also stated that the project intended to show that wood can
be u sed in highway construction on
a regular basis.
The Keystone Wye, which required a little more than nine months
of overall construction time, represents an outstanding use of pressuretreated wood. The entire interchange system cost about $2 million.
The glu-laminated bridges were built
for approximately $320,000.
Wood which is the only replaceable natural resource used in construction, has an almost unlimited
application for highway constru ction.
With increasing silvicultural practices and prudent forest management,
timber resources can be maintained
and renewed to meet expanding markets. The advantages of timber can
even be further extended and greater
economy realized to the consumer
with pressure-treating which serves
to extend the service life of properly
treated wood insuring structural integri ty <l nd offering protection against
decav and insects.
The Keystone Wye gives the desired aestheti c appearance and serves
as a successful solution to a complex
highway traffic problem. The bridge
system is in complete harmony with
the scenic grandeur and beauty of
Mount Rushmore and the Black
Hills vacation area.
The prime contractor was Summit,
Inc., of Rapid City, South Dakota.
Moore Construction Company, also
of that city, was the subcontractor for
structural work.
The structure design and preparation plans were performed by the
Bridge Section, South Dakota Department of Highways, under the direction of P. H. Schultz, Bridge
Engineer, and Clyde H . Jundt, Chief
Structural Designer. T. J. Bunn is
the District Engineer.
Lumber Co-operator
Has Foreign Subscribers
The LuMBER Co-oPERATOR, which
is primarily a magazine for readers
in Northeastern United States, is
sent also to Tokyo, Japan; Chopingo,
Mexico; and Moscow, Russia.
New Homes Bigger
Median sales price for new home
built in 1968 was $23,700, and
median square footage was 1,570 up 205 square feet from the size of
1963's new house.
37
Newman Lumber Holds Open House
Newman Lumber and Building
Supplies, Ltd., Canton, N . Y., held
a very successful open house on
April 17-19. The owners have just
completed an extensive modernization and remodeling p rogram of the
interior of the building.
A representative of Modem Kitchens in Syracuse demonstrated the
Radarange on all three days, as well
as representatives of vVood-Mode
Kitchens explained the custom-made
kitchens displayed at Newman's.
Jack K. Newman and his f ather,
Jolm N ewman, purchased the lumber and building supply business in
1963.
During the past several months an
extensive remodel ing program has
taken place at the yard, including
two complete model kitchens, a dis·
play of major home appliances, a
planning room, show room for paints
and accessories, a new customer
counter area and offices.
In addition the display room has
been tripled in its original size, with
modern wall paneling throughout,
wall to wall carpeting, and numerous
displays of other building materials
as well as builders' hardware and
accessories.
Forest Products
Industry Must Provide
Raw Materials
For Housing
national housing goal. T otal softwood production of about 38 billion
cut less than 2% of the nation's inventory in 1968. Only l % of Federal inventories were cut. 3.5% of
private inventories were cut due to
more intensive management and
realistic crop rotation projections.
T he Federal forest managers find
themselves in another p ressure chamber to prevent road construction,
timber sales and all other nonwilderness development within a myriad of
areas in the vVest. A number of
such areas contain high volumes of
commercial timber. Such proposals
would limit usc of public lands to a
very narrow portion of the p ublic.
Mark Twain sa id the "public" is
just a multiplied "me".
"Our homebuilding industry is
faced with a crisis of serious proportions. Current shortages of softwood
lumber and plywood have resulted
from increased demand for h omebuilding, heavy construction and
mili tary requirements. Tight supply
ha s triggered increased costs. Stumpage prices have increased 204% from
the 1957-59 average.
"There is no shortage of growin g
timber. The domestic forest base
has been somewhat curtailed by withdrawal of lands from production and
the remaining lands have not been
managed for timber production.
"The need for urban environmental improvement far transcends
any selfish motives for business to
operate at a comfortable profit. It
also transcends the escapism of those
of us who want to spend more time
in the wilderness. There is only so
much land and it becomes increasingly clear that the future satisfaction
of all of our various needs can only
come through intelligent land u se
planning with multiple-u se, the basic
underlyi ng philosophy. vVe are indeed fortunate that the same time as
Important as is concern for the
protection of wilderness environment,
the public should not lose sight of
the vital function of our forests in
providing the raw materials necessary for the growing task of improving the metropolitan environment.
This was the main thrust of a
presentation by Douglas D. Stowell,
assistant manager of timberlands for
Boise Cascade, to the Governor's
Conference on Environmental Education at Boise State College recently.
"Some 12 to 15 million substandard
living units, most of which are located in large cities, pose one of our
most critical environmental problems," Stowell said, "as more homes
become obsolete at the rate of 2/3
million a year. The Federal H ousing Bill sets a goal of 26 million
homes in 10 years and our present
rate of con struction is about 1.5 million units a year.
"The forest products industry has
the responsibility of producing the
necessary wood products for this
great demand an d, at the same time,
must provide sufficient wood fiber
for paper products being consumed
by our 200 million people at a rate
of 530 lbs. per person per year.
With almost 2/ 3 of the nation's
total softwood sawtimber in public
ownership and 60 percent of the timber inventory in the Western National Forests, the Federal Government holds the key to the log supply
and to domestic wood prices in the
way it chooses to manage this timber.
vVe need eight billion board feet
more in log production to reach the
38
our forest lands are growing trees for
future harvest, they also provide for
all types of recreation. It is not
necessary to lock them into a nonproductive category.
"The industry is not satisfied that
sufficient ga ins have been made in
forest management, logging methods,
stream and air pollu tion abatement,
but improvemen t has been made and
efforts continue at considerable expense."
Education can be helpful in this
en tire en vironmental question and
in the broad collective and individual
effort n eeded to assure the future of
life and environmental quality on
this planet.
New License
Regulations For
Servicemen
A serviceman may now obtain a
New York State classified chauffeur
license without taki ng a road test if
he meets certa in q ualifications.
Motor Vehicle Commissioner Vincent L. T ofany says that this waiver
applies to servicemen on active duty
and also to former servicemen who
apply within a year of discharge.
To qualify for this exemption, an
applicant must present a certificate
of service or discharge, and a government motor vehicle operator's
identification card ( Form SF-46) certifying he is qualified to drive the
tyr>: of vehicle for which he wants
a license.
He also must pass any required
prelim in ary tests, written or otherwise.
A new York State drivers's license
or a valid license from another state
is not needed.
An expanded 1969 edit ion of " Sounds
Great", a brochure detailing tested wall
and floo r a ssemblies wi th bui lt-in noise
contro l a s well as f ire rat ings, has been
published by the Georgia-Pacifi c Corp.
gypsum di vision for the construct ion industry.
G. S. Nelson, G-P's gypsum so les promotion manager, said the new edition
lists fire and STC (sound tra nsmission
class) ratings for wood and steel fram ing
assemb lies.
Dicgrams illustrate construction detai Is
using gypsum Firestop wallboard a nd
\4-·inch gypsum sound deadening board.
T o a ssist architects and gene ral contractors as well as drywal l appl icators,
t he brochure lists sound and fire ratings,
ma te rial detai ls and opplicoiton met hods
for ecch type of a ssembly.
The new " Sounds Great" brochure is
f ree to professionals by writi ng to R. E.
Perdew, inqu iry manager, Georgia-Pac ific
Corp ., Box 31 1, Portland, Ore. 97207.
Housing Goals and Wood Availability
'Today Show" on NBC T elevision fea tured an interview with
William D. H agenstein on the lumber and plywood avail ability situation
and ranged over broad subject areas
of timber availability, federal timber
management practices, to the potential timber growth possible through
intensified forest management. H agenstein, who is executive vice president of the Industrial Forestry Association, Portland, Ore., and also president of the Society of American
Foresters, was interviewed by moderator Ilu gh D owns in New York.
H agenstein began the interview
by assuring that there is no timber
shortage, only "a shortage of accessibility to reach it." He said that
since Congress established a 10-year
housing goal of 26 million units as a
national policy in 1968, there h ad
been a significant increase in demand
for softwood lumber and plywood
with a resulting increase in the cost
of materials. Noting that while Congress had set housing goals, the principal material used in housing is
wood and the federal government
controls 54% of the softwood sawtimber in the U . S., he said: "About
50% of the ational Forest land in
the west is inaccessible because the
government, to this date, has not
been able to get enough money out
of the Congress to build the roads
needed to really practice forestry."
Citing the road building job accomplished in the U. S. by establishing a Highway Trust Fund to finance construction from gasoline and
other taxes, H agenstein said the federal government has an opportunity
to reinvest federal timber sales receipts as the capital investment inputs needed to practice better forestry. H e said this would enable
the Forest Service not onlv to make
the land available for timber harvesling but to do a better job of
reforestation , protecting against fires,
insects and disease, and in salvaging
some of the 10 billion board feet of
National Forest timber that is lost
annually because of mortali ty.
Concluding the interview, Hagenstein said that by intensifying forestry, the more than 500 million acres
of commercial forest lands in the
U . S. could grow "h alf again as
much timber as we are growing
today . . . and · that will take care
of our increasing population for housing, for paper, and all the other
essentials that come from wood."
Masonite Corporation has made availa ble a new mat service catalog to lumber
and building materia ls dealers inte rested
in loca l advertisi ng.
The 75-poge catalog shows a series of
pro fessiona lly-produced ads covering the
company's product lines. It also includes
a series of drop- in i llustrotians and headli nes for dealers' use in developing their
own personalized ads.
" T his mat service is ava ilable free of
charge to al l dealers who merchandise
and adver tise our products," said D. G.
McQui lkin, sales promotion manager.
Illustrations are printed on enamel
stock fo r use in offset printi ng of f lyers
and a ther direct ma il pieces. Actual
m::Jts of the ads and illustrations are
offered. They may be ordered on perforated mat service order forms included
in the catalog.
Products covered in the ads include
Royalcote paneling, X-89 siding, PegBoard, Masonite brand decorator panels,
adjusta ble she lvi ng, moldings and ad·
hesives.
For further information contact the
Masonite building products salesman or
write the Home Service Bureau, Box B,
Chicago, Il l. 60690.
OUR DISTRIBUTION YARD HAS
PANELING
PECKY CEDAR
KNOTTY CEDAR
SELECT CEDAR
CLEAR REDWOOD
(textured one fa ce plain one face )
KNOTTY PIN E
LARGE STOCKS
Packaged and Plain
You saw it in the lumber Co-operator, Ma y 196 9
FINISH
REDWOOD
SUGAR PINE
IDAHO WHITE PINE
ENGELMANN SPRUCE
IN LAN D RED CEDAR
BEVEL SIDING
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SALES PHONE - ODESSA, N. Y.
AC 607 594-3769
PRICES ON REQUEST
39
Building Your Image Through Effective Advertising
The retail lumber dealer should be concerned with promoting and and advertising his products. This
panel given at the Northeastern Convention in January is a discuss ion of effective methods of advertising.
Moderator:
RoBERT L. MoRRIS, President
The Plywood Mart, Inc., East Providence, R. I.
~SAD~~ IAIISIIAW
DOIIAI.D MC L
Panel Members:
P. HEALY, Retail Sales Pwmotion Manager
Bureau of Advertising, A.N.P.A., New York, N. Y.
]AMES
Director of Advertising
Atlantic Millwork Inc., Rochester, N. Y.
DoNALD McLELLAN,
W ARSIIAW, Manager
Retail Division, The City Lumber Company
of Bridgeport, Inc., Bridgeport, Conn.
IsADORE
MODEMTOR ROBERT L. MORRIS : Our purpose in being here this afternoon is to exchange some
ideas on what some of us consider to be perhaps that
area in which we might most effectively improve our
operation. If we improve our image we usually end
up by improving our profit, and this is generally why
we are in business.
The ideas we will mention this afternoon apply to
our businesses. They have worked for us, and they
may very well work for you.
We have this afternoon representatives from two
large lumber yards and one relatively small or medium
sized yard. We also have a man from an outside organization who has worked very closely with lumber
yards, advising them regarding advertising, the usc of
newspapers in advertising.
I would like to first introduce the panel. The reason
for this is because I want to tell you who they are,
what they do and in the event that their operation
corresponds somewhat with yours you might be better
able to formulate your questions.
My name is Bob Morris. I am President of the
Plywood Mart. About 60% of our business is in plywood. \iVe are a medium sized specialty lumber yard.
Jim Healy is retail sales promotion manager, Bureau
of Advertising for the American Newspaper Association
who has a message for lumber dealers in general. Recently U. S. Plywood Corporation con tracted with these
people to bring a message to lumber yards, particularly
the use of advertising their products. Jim will be bringing you a condensed version of what h e does for lumber
yards through that company.
Then we have Don McLellan who has a very interesting background. Don has been in the newspaper
business. He h as been in a Chicago advertising agency
and for six years he was advertising manager for the
Wickes Co. and now he is with Atlantic Millwork, Inc.,
which has nine stores, as their advertising manager in
Rochester.
Then we have Isadore vVarshaw, whom many of you
know because he has participated in other programs
before. He has been in the business for quite sometime, and he is manager of the Retail Division of City
Lumber Company in Bridgeport, Conn.
So you have the various types of individuals h ere
40
on this program. This I hope will help to develop the
questions.
Each of these gentlemen will speak. In a couple of
cases you will see some ads they have brought along and
then we will open this for questioning. Specifically,
these three people are more newspaper advertising
oriented than any other media. So far as I am concerned,
we have had some success using television and so I
will make a few remarks regarding that after they have
finished talking about their newspaper experience.
JAMES P. HEALY: It is good to be with you this
afternoon on behalf of the Bureau of Advertising and
the U . S. Plywood Corporation. We will talk about
something very important to all of you ... your dollar,
but first I would like to congratulate you on your 75th
Anniversary. Our purpose in being here together, as
I understand it, is to talk about improving our image.
vVe can improve that image by more effective use of
advertising - and we would like to discuss how you
can accomplish this through the daily newspaper.
The first thing we would like to talk to you about is
your dollar. Let's consider the average sales dollar you
take in your yard. What happens to it? A big piece
goes to pay for the cost of your merchandise; another big
chunk goes for salaries, still more goes for overhead; for
rent something and a little for advertising. Finally what
have you left that you can call your ovm? A very small
sliver called profit. W e feel that by doing a better job
in your newspaper advertising, through more imaginative
developments of your copy and layout, you can build
traffic sa les and increase your profit. Why do we say
that? T h e daily newspaper delivers to you, through its
circul ation every day, a tremendous market in your area
for your product, in terms of the number of h ouseholds
reached times the average ramily expenditure per year
for lumber and building materials. But you arc not the
only retailers who appreciate the pulling power of the
newspaper. There are a tremendous number of your
competitors in it who arc after the readership, after the
traHic and after the sales it c.:an generate. Therefore, it
is necessary that you in the lumber and building material
business compete for readership. How can you do that
better? Creative handling can make the difference between ads that attract and are read and ads that are
glanc-ed at and forgotten. That's a strong sta tement.
Yo u saw it in the lumber Co-operator, May 1969
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• $ 5.00 for In-Hospital Medical Visits
• $ 50.00 X-ray and Laboratory Expense Benefit
Plus . . . LIFE INSURANCE AND ACCIDENT & SICKNESS COVERAGE
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41
But we can prove it. Creativity has stretched advertising budgets. In a D aniel Starch study on the noting of
ads in a number of different categories by men and
women we find that the average noting ( by men only)
is 37% for new car ads but the high noting is 77%.
Let's look at the noting of food ads (by women only)
. . . the median noting i-s 50% but the high noting
is 90%.
There is a 40% gap in each case. What we would
like to do this afternoon is help you begi n closing that
creative gap. In order to do that we will present, very
quickly, some basic copy and layout ideas. The first of
these is the golden rule of layout: Organize the space
for maximum clarity. Here are a couple of examples
from "How to Design Effective Store Advertising" by
Murray Rosenblum. If you have two messages, divide
the page in half; it's that simple.
Here's another one that we particularly like because
it relates very directly to good sa lesmanship. Notice
the modular arrangement of this page. What are we
selling? A suit. And what docs a good salesman do
in a store, docs he sell you just a suit? No. His job
is to sell you 30% more - shirts, jewelry, underwear,
socks, shoes and ties.
Advertising is Salesmanship in Print
If advertising is truly to be salesmanship in print,
let it do this job. Organize the space for maximum
clarity. H ave it do the same job you want your salesman
to do at your lumber yard. H ere's another way. Are
you running a sale? U se the checke rb oa rd modular
arran gement and organize your space for maximum
clarity. After we have organized the space for maximum
clarity, the next step is to feature a dominant illustration . Why? T o attract and hold the attention of
the reader.
Bold copy can also be used as a dominant elemen t
in place of a dominant illustration. Click, click BBSS.
HMM. Click, click. What is the First N ational Bank
of Little H.ock trying to te ll us? They have already
piqued our curiosity ·with "computer talk" and the legend,
"the nit-pickers need to get something out of their
sy-stem". They go on in the copy to explain that now
they offer electronic data processing service to all businesses in their market area. Again, use copy as a domi·
nant element to get and hold the attention of your
readers.
Another example of the e ffective use of that principle
is this ad: "Our savers received $ 138 million in dividends
in the past ten years. M ake sure your savings account is
with us during the next ten."
The third basic layout principle is "U se the Power
of White Space."
H ere's an ad w hich exemplifies excellent use of
white space. "We dress student bodies". This is from
a series by M. M. Cohn in Little Rock. Think about
the effective use of white space as illustrated here to
insulate your ad from all the other ads that appear
there . . . the ads of your competitors who are out to
get that retail dollar. T Iere's another example from the
same series: "Is your son getting too big for hi s britches?"
The dark illu stration contrasts strongly wi th the white
background and the contrast gives the ad real impact.
Here's a very huoyant ad. It embodies dramatic use of
color against white space and concise clever copy. "H e
didn 't phone." This ad was run by the New Jersey
Bell Telephone Company last Valentine's D ay.
Let's review what we have said so far. U se a dominant illustration or let copy be the dominant element
to get and hold the attention of the reader and use
white space to provide a contrasting background for the
42
illustration. Another important fundamental of good
layout is simplify by elimination. In other words, eliminate the junk and the clutter to give your ads an open
airy book. Simplifying by elimination is one result of
cleaner ads w hich are easier to read. The headline,
art work and body copy - the vital elements, in other
words - arc all there, but nicely organized and easily
readable because superfluous elements have been eliminated. That is prohably the most important point we
can leave with you this afternoon.
Develop Recog nizable Advertising Style
Another important step toward more effective advertising is to develop a recognizable style because it helps
to build and main tain your franchise with your readers
- the people you want to be your customers.
Parentheticall y, we would like to give a little attention to the pull in~ power of small space. Look at this
layout and copy: 'Gift idea for people without gas heat."
OF course this could have been used in New York very
recently, but this is actually one from a series of small
space ads by the H ouston National G as System. And
another one, from the same campaign, employing the
same succinct approach to layout and copy: "Hot water
bottle. Gift idea for people without gas heat." These
were all small space ads, and they were designed as such ,
each one was a creation in i tself, n ot just a reduction of
a larger ad. It was a very successful campaign . At
the end of that campaign, the Houston National Gas
System featured all of th ese together as a full page
ad . . . and it was a very effective culmination of an
already successful campaign . Incidentally, it was a
relatively inexpensive ad to produce - since the art
work had already been paid for when each of the small
space components had run separately.
Your signature is important - and not just to your
banker! It is important to your newspaper advertising
because it gives your ad identity and that directly can
project a pa rticul ar image of your business - your
service or your product - positive or otherwise. That's
why logos arc important. A logo is simply your signature set in type.
Can we honestly say that we have this kind of instant identity in our ads? Is it true of you locally just
the way it is true or these "name brand" manufacturers
nation ally? Apparently it is not in all cases because
when we reviewed a large number of lumber and building material dealer ads, we found several without logos.
If you arc goin g to invest in a newspaper ad, you will
certainly wan t to protect that investmen t by projecting
your tota 1 value image and a good logo can help you
do that.
If you don't project your own identity in your ads
you are rea lly advertising for your competitors and this
is especi ally true if you are featu ring n ational brands,
such as U . S. Plywood, which also have been featured
in other media.
If you like some of the ideas we've presented, you
migh t want to put them to work for you - but perhaps
you are hesitant beca use you arc thinking, we haven't
got a photography studio back at the yard. W e h aven't
got beautiful professional models. As a matter of fact,
we don't have copy writers and layout people_ Bu t indeed you do. T hrough the courtesy of the U. S.
Plywood Corporation you h ave a Madison Avenue agency
working for you: Young and Rubicam who will provide you with the creati,·e services you need to make
your advertising more effective. Also you can take
ad\'antage of the creative services you need to make
your advertising more effective. Also you can take advantage of the crea tive services that your daily newsYou saw it in the lumber Co-operator, May 1969
paper makes available: Metro, Stamps, Ad-Builder and
others. Here is what they can do for you. Now this
happens to be a page from a men's fashion book,
although it could be a page from a lumber and buildin g
material book. Notice the coat that we have highlighted h ere and the man there. With the available art
elements we h ave built an ad for a men's clothing store,
of course. But to show the flexibility of that kind of
art work, we put a cut of an airplane suggestin g travel
there and the same man walking away from the plant.
As a matter of fact, from this one piece of mat book
art, let's say crea tive service art, by cropin g (i.e. cuttin g)
we h ave created 13 different ads for 13 different advertisers. Consider just one - this family needs to expand its home; they are getting very crowded . You can
probably use that sort of art to promote your products
and services. If you are interested in building more
creativity into your ads, you can u se layout rating scale
which will be handed to you as you leave this meeting
by a representative of U. S. Plywood. Good space
organization, dominant illustration or copy all helps to
hold the attention o[ the reader. The uncluttered look
which goes right along with the good u se of white space.
Recognizable style to build and continue your consumer
franchise and a distinctive logo to gain immediate
identity for yourself.
Flash the News in the Headline
Something was written on the back of an envelope
over 100 years ago. And the fellow who wrote it was
wrong. H e said the world will little note nor long
remember what we say here. Was he right? Of course
he wasn't. We don't expect our copy to be that permanent and certainly we don't want our merchandise lingering in the yard for 100 years. Truly good effective use
are some copy basics we can use in our ads to get the
readership and build the traffic to move that merchandise. Flash the news in the headline? vVhy? Because
the editorial technique is effective. That is just what
a smart writer does on the front page ·when he wants to
get yo ur attention. He flashes the news in the headline. H e gives you an immediate benefit of the headline to draw your attention and get you into the story
he wants you to read. U se the same technique in
your advertising. Answer some of these questions.
What docs the item do for the customer? In service or
convenience? In fashion or prestige? D oes it make
life more fun? Then when we have done that in our
headline - hammer home the n ews angle in the body
copy. Is the item different? If so, tell why and tell
what's the advan tage to the customer, for example. Why
the lo"v price? If you are now selling Topaz Elm at
$9.95 instead of the ususu al price of $ 14, explain why
we can offer such a good value at this time .. . perhaps,
in just this way: "The 11alues are out of this world ." And
present our story in a newsworthy framework. Let's
talk values sometimes. Let's n ot always talk low price.
Tell what variety we have i.e., make it convenient for
the customer to shop at our place because we have such
a tremendous variety there. Here is an example of that
approach: "S upers, Inc., has the most in meats at penny
pinching prices. I Iungry for a good meat idea? Hungry
to save money?" Illustrate the full variety being offered,
if that is possible. Obviously, it doesn't have to be
meat. That could be your product. New items. "New"
is still one of the strongest words in advertising. Let's
see how we use it. "How do you like the above the
knee skirts?" The teenagers say, "Wee, grea t." Mom
says, "Make mine longer." And the young grandmother
says, "Make mine still longer." H ere we are doing two
things: W e are talking abou t the new things we have
but we are also sh owing the variety we have for all
of our customers.
If you consider how effectively some of your competitors are already using the copy techniques we are
reviewing with you, perhaps that will lend an urgency
to your efforts to improve your own advertising if and
where you find improvement necessary.
The question and answer technique is another effective copy technique \ NC can usc in building interest in
our ads. "H ave you seen the new oven baked clothes?
Of course you haven't. W e just got them in." T he
conversational approach is one to which women are particularly susceptible. "In depth" research tells us that
women occasionally like to talk a little bit, so we can
appeal to that propensity in their nature : "Do you
really mean a ·whole family room For under $400? Yes,
thanks to Joe Jones sale of U . S. Plywood's Topaz Elm
panelling.
We all know that the fastest growing market in the
country today is the 18 to 34-agc group. The young
marrieds who arc better educated and more alffuent than
ever before and they are spending that money. If we
want to appeal to that market, one way is through the
contemporary iJiom. U se a little slang. For example:
"You'll flip when you see ou r fashion buys". T o dramatize our product - "Give the item a colorful name and
carry it out graphically." Here's a perfect example of
that. "The whip it up and wear it tonight dress."
What's the story of this? Mom could be reading the
paper this morning and she could see this ad and be
attracted bv it. She cou ld run down to the fabric store
this afternoon, pick up the material, follow the pattern
and put it together and she can wear it ton ight. We
are just using our own imagination to write copy like
this which dramatizes an exciting facet of a p roduct.
T hink about the potential for drama to your own products and services.
H ere is another illustration of the same approach to
copywritin g. "The on your market get set go sneakers".
They are drawn to look ]ike they go 35 miles an hour
standing slill." "The ooh they feel good shoes." Finally,
remember these points when writing or edi ting copy Vvrite the way people talk. U se short easy words.
Short punch sentences and then cut to the bone. It
makes your copy stronger.
Give the Customer All the Nece ssary Information
Another important copy point: H ave we given the
customer all the informa tion she needs to order the
item in our ad just the way a good salesman would do
at the yard? And then, before we release our ad to
the newspaper, did we end the copy with a strong
reason to act now. vVhy act now? Because U . S. Plywood is offerin g Topaz Elm at not $14 but reduced
to $9.95. H ow to make people believe your ad. Is this
the way? - spectacu lar one day sale. Once a month
un til next week, right. Or is this the way? "Believability
in advertising can be increased by restricting the use of
Avoiding unfinished comparisons like
superlatives.
prices are lower. Proving and demon strating specific
benefi ts. T estimonials by experts. Guarantee of money
back. You know that you will never have trouble with
U . S. Plywood products on that score. Proof of public
acclaim in sa les or survey records. Texts by impartial
third parties and using only claims that can be true."
Creditabi li ty is an importa nt part of your image - don't
jeopardize it with infl ated advertising cla ims.
Some of the best ideas come from customers, comments about the products and services a business offers.
We interviewed housewives about appliance and auto·
motive dealers. And I would like to sh ow you how
43
we got some idea for copy as a result of our conversations with them. You can do the same with your customers by contacting the Distributive Education at your
local high school and securing the services of a student
who can be an interviewer for you. Let him talk with
your customers, using a questionnaire you have prepared.
You can get some good copy ideas that way.
Here's what housevvives told u s about appliances:
"My clothesline broke and I haven't put it up again."
Let's see how we used that. "In some wavs Wondermarie Dryer will never replace the clothesline". Of
course, just as long as there are little girls to jump rope.
Another commen t: "Stove cleaning, that's the most awful
chore." Isn't that a typical remark? Copy: "Would you
take a job cleaning ovens at 47 cents an hour? For only
75 extra a \iVondermatic cleans itself."
Gentlemen, let's zero in directly on your competition
right now with idea generators for automobile dealer ads.
You know automobile dealers sell a very perishable product - one that depreciates in value very quickly. On
the other hand, you sell something that adds beauty and
luster and permanence to a home. It adds money to the
resale value of a home. That's the difference, but the
automobile dealers arc still taking money out of your
pocket with sales building ads like these : (1) "T want
to buy from a dealer I trust." Isn't that true? (2) "A
woman doesn't know about cars. I mean transmissions
and that kind of thing." (3) "This is a snow job. You
won't get it from Jim D ealer." (4) "Marie Gordon talks
about the treatment she got at Jim Dealer." Perhaps you
can adapt some of those ideas for your ads.
For some ads in your own area, I will show you
what we did for U. S. Plywood in the last few months
when we worked with them in the headquarter dealer
program. (1) "The last thing I hung on the wall was
a picture. My finger still hurts when it rains." (2) "If
you nail your finger more than you nail the nail, use
panel adhesive and stick it up". Showing the product
in use - a man using the calking gun with the adhesive
to put up the panels. (3) "I am not very handy and
I am afraid to take a chance. Fred Fumble did it.
You can." ( 4) "I don't know the first thing about panels.
Let Joe Jones take you for a walk through the woods",
describing the va riety of panel that we have." "How
would I get the panels home. I drive a Volkswagen."
Are you offering an extra service or convenience to
your customers in terms of the American Ply.vood
Association's roof top carrier? \i\Thy not say it. With
that rooftop carrier he can take the panels home immed}ately after the sale and thereby not delay the start of
his project.
"When I want to buy something I want to buy it
now. I will go somewhere else before I put a special
order in." The whole purpose of this is to encourage
one stop shopping, not only in a supermarket but at your
yard. Why not? You've got everything for home improvement jobs. Save your customers a trip to the department store, the mass merchandiser, the variety store,
the hardware store, and build extra-traffic for your yard
by advertising and selling related items. If you stock
up with all those things and you are already making it
convenient for your customers to do one stop shipping
at your place of business, why not let them know about
it by using this kind of copy approach.
We have briefly discussed coey. Let's review some
of the basic copy principles. (1) Benefit headline.
Have you given the reader a reason to want to read our
ad? (2) Complete, specific copy - telling the w hole
story. (3) How about believable claims. Are we telling
the unvarnished truth? ( 4) Simple easy-to-understand
44
language. (5 ) Prices or price range data . . . or are
you just saying "price unbelievable" and scaring people
away. ( 6) Brand featured. U. S. Plywood. (7) Related items. ( 8) Store name. (9) Urge the reader to
act. We find, in analyzing ads, that this, which is so
important, is many, many times omitted just by carelessness.
Coordinate All Merc handising Elements
Let's see how a simulated sales session might begin.
Mr. and Mrs. Davidson ha\'e decided they are going to
panel their den so, in order to find out about paneling,
they are - and this is typical shopping - going to look
at the newspaper before they shop the yard. Their interest is peaked by this partinllar ad - let's say it is your
ad. i\1r. Davidson gets in his car and drives down to
your yard. You have a sign advertising "Prefinished
paneling" on your fence. t<.1r. Davidson goes inside the
yard where he sees the same ad that moved him to come
to the yard in the first place. He sees a very attractive
display of panels. A salesman <.:omes over and sells him,
by giving him all category, st1ucture, use and performance data about panels. As a matter of fact, you go
two steps more. You even give Mr. Davidson a little
booklet on how to panel. Then you rent him a car-top
carrier for his car so he can ta kc the panels right home.
Successful merchants have found that by coordinating
all o[ their merchandising clements from the ad to the
sign, to the display, to the well informed salesman they cannot only bring in more traffic but produce more
sales and higher profits.
We have talked about some basics, fundamentals of
copy and layout. Interestingly enough we find in our
continuing su rvey of newspaper ads that in only 35%
of the cases is a benefit included in the headline. Much
better with dominant illustration. In almost nine out
of ten cases there is a dominant illustration to get and
hold the attention of the reader. But in only half the
ads surveyed was there complete copy. In other words,
the ads only did half a sales job. Price information or
price range was listed 98% of the time. The other 2%
read "price unbelievable", scaring people away. Only
65% featured related items. Have you gol the adhesive?
Have you got the color match folder. H ave you got
all the other items you need to help the customer finish
the job? Let's tell him about it. How about a logo
and complete address? Your complete address is important. Why? Because 20% of our population moves
every year. You probably want to let the new people
who move in know abou Lyour yard. vVould you believe
that in only 52% of the cases was a logo and a complete
address included. How about a telephone number?
In only 44% o[ those ads was the telephone n umber
listed. We should incl ude a telephone number so people
whose interest is stimulated by our copy can call us
and get the information they need to help them make
that all-important purchasing decision. Store hours In less than four out of ten ads were store hours included.
Ever gone down to a store \vhen it wasn't open. Isn't
that an annoying experience! We need to let people
know what our store hours are if ·we are inviting them to
do business with us.
Competitive shopping starts with newspaper advertising . . . because people shop the papers before they
shop the stores. Each day, each newspaper ad has many
readers who are actively looking for every type of merchandise offering. Your ad should be provocative, exciting and interruptive. And, more distinctive newspaper ads can help take advantage of the sales opportunities which lie ahead.
We are very pleased to have been here with you for
those few minutes on behalf of U. S. Plywood and the
Bureau of Advertising. We hope we have left you
with at least a few ideas for your newspaper advertising
that will result in better readership of your ads and more
traffic, sales and profit in your yards.
DONALD McLELLA : Ladies and gentlemen,
as a newcomer here, I have been quire impressed with
what I ha ve seen. You have done a marvelous job at
this convention.
When I first came to Atlantic Millwork, the obvious
need was for more eye-catching, dominant newspaper
ads. W e had an excellent advertising budget but the
ads were typical of most lumber yard ads. Un exciting,
they created little desire to buy from the standpoint of
the reader, and were restricted in many instances to the
sports pages, cutting our readership just about in half.
Nearly all lumber ads had the same unimaginative
format, ou rs included. You could hardly tell them apart
without a score card. We did far less to attract the
customers eye than the local department store. The
ads were just not appealing.
We weren't just competing with other lumber yards.
We were competing with everyone else who was in that
same paper, everyone from automobile dealers to travel
bureaus.
The ads were more or less just listing the product,
with little sales copy. No reason to even read the ad.
They were actually hard to read in many instances.
This is a criticism o[ a vast majority of them, not just
our own.
Decided to Change Image
W e decided to change our image, upgrade it, update
it to that of a modern department store, a look patterned
after the master merchandisers, Sears, Montgomery
Ward , with dominant illustrations, eye-ca tching headlines, good, clear informative copy that tells the customer somethin g beside the fact that we have wood for
sa.Ie. Th is is the approach we took and it bega n to pay
olF shortly. An example: This ad is not a sale ad, but
pulled very effectivel y. You can create this with that
dominant headline; "Doors Galore." This creates the
idea that we have quantity, we have qua lity, we h ave
everything that you might want in doors. It isn't just a
one item ad although it appears that way. Related
products are in there, too - louvres, other doors, sh eet
rock, two by fours, interior shutters, and room dividers.
But all spaced, very clean white spaced used in it. No
doubt about who we are up at the top. H ours down at
the bottom. Location . All designed to catch the reader's
eye. W e dominate that page. It's not a full page but
we do dominate the page.
We didn't leave the sports page and go into the
women's section. This was not the idea. W e knew
that we wou ld increase our readershiip by about 50% if
we moved our ads into the fo rwa rei sections of the paper.
It isn't a man that initiates the home project, not at all.
It is the woman. She wants to start it so you have to
appeal to both of them, and this is what \.VC attempted
to do by moving forward into the paper, getting ou t
of the sports section, getting out oF the classified section as you see so many of the lumber ads placed.
We backed our newspaper ads with other media, in
store designing to attract attention to a feature product.
We put ba nners on the side, over the line banners,
posters, twelve foot fosters on the outside, to create the
Feeling that a sale is going on. We wanted to say there
You saw it in the lumber Co-ope rator, May 1969
was something going on. Something was being sold at
a little better price than the neighbor.
Another example of the dominant illustration, dominant headline is this type of ad. This is a single product
ad. It doesn't list everything in the store. A big illustration of a captain's chair. All unfinished furniture.
and although you might think sale is a tired old word,
it still creates interest and we continue to use it. The
ad has been divided into sections for easy readability,
with interesting descriptive copy to go with it. A dominant price on one particular item is the draw. This is
not a lost leader but a leader.
Look at thi s ad, please - an odds and ends sale.
Occasionall y we found this to be quite effective where
we merely list the items in the form of a clearance. This
proved to be very effective to move slow merchandise.
Special promotions, we needed as well. T here was
a certain monotony about our advertising program that
varied very little from month to month, from year to
year. We instituted special promotions such as paneling clinics, antiquing cl inics and ceiling tile demonstrations. In fact one of our panel clinics was backed by
a Life Magazine tic-in which proved very effective.
Of course. all in -~tore promotions were backed with
newspaper, radio, TV, in store sig ning, exterior banners,
to create excitement, the idea that something was going
on at Atlantic.
Professional Approach to Advertising
Professional approach is important to us. W e needed
something more than the run of the mill type advertising. We needed a planned budget, a flexible budget
that could adjust to the market, according to season, just
as flexible as possible. In our particular case we have
three separate markets that we must consider - Rochester, Buffalo and Syracuse. Approaches are slightly
diffel'e nt in each one of the cities because the market
is slightly different in each. Buffalo is a blue collar
town, extremely price and value conscious. W e make
our approach quality p lus price in Buffalo. Rochester
is more the white collar town. The approach is slightly
different. Quality is stressed more so than price.
In Svracuse, a combination of the two is used. The
p roduct; are slightly different and the approach varied
accordingly. Tt keeps us on our toes and hopping to
know what goes on in each one of th e three areas.
W e audit our stores every three weeks in several ways.
For our in-store merchandising, we check stock, the condition of the stock on the shelves. vVe even check the
rest rooms for cleanlinesss. P. 0 . P . signs are produced
each week and taken down at the end of a sale period.
We even check our salesmen for appearance. We check
to see that phones are answered properly. V./e back all
our promotions, all ou r programs with this type of audit
every three weeks lo keep everyone on their toes.
Every Saturday morning we hold a sales meeting.
The manager describes the up-coming promotions, covers
the ne\\'Spaper ads and any other media involved. In a
sense it is partially a sales training progra m. W e have
two yea rl y sa les training programs, as well, so have
almost a continual training program going For both ou r
Full-time and part-time employees.
V/c do all we can to convey an image of quality.
Too often the customer today still has the idea a lumber
yard is an unpleasant place to be - dirty and messy, not
a pleasant p lace to shop. We arc determined to change
this, to bring our imagt: up to the same par as any modern
retail operation : neat and modern, a pleasant place to
shop for qua lity merchandise at honest values.
45
together like love and marriage and you can't have one
without the other, according to the song. "But, by one
definition," Mr. McCullough goes on, "in advertising
the emphasis is on "Communications" while in "Promotion" the emphasis is on "Activity."
There you ha\'e it. That's how to build an image.
(l ) Promote. (2) Communicate. And we can add
more clements of "image"- (3) to think of you kindly
and have you first in mind ( 4) to enjoy coming back
again and again (5) to propagate the feeling you can
supply their wants promptly and at reasonable cost. All
right, now let's put our money where our rr1outh is. Let's
cut out the preachin' and philosophy.
Five years ago when I came to C ity Lumber, its consumer business was relatively small. The store was
located in a depressed part of Bridgeport "on the other
side of the tracks." After five years, its consumer business is now more than five times what it was. In
1968 there were 117,000 cash transactions and over
40,000 charges to consmners only - a total of nearly
160,000 transactions in one year - in one year - yes,
in one location Did we communicate I'll leave it
to you.
I'm going to show you a chart which illustrates the
activity at City Lumber from 1963 through 1968. In
the 72 months the chart represen ts, in only one month,
That just about covers it and l thank you for your
attention.
ISADORE WARSHAW: You are going to find
out that there are many different techniques of building
an image as there are people bui lding the image, and
our technique is different than the techniques that have
already been described.
The retail lumber business was never much on advertising. Some advertising, of course, is totally ineffective, a waste of money.
Often it is the dealer's own attitude and lack of understanding which is at fault. Jle may think of adtertising as an obligation, a necessary evil, and toss it
off as quickly and easily as possible.
That's why it is the "whipping boy" of every expense
budget - the first thing to get the axe when the boss
is on a cost cu tting spree.
This should not be so. I shall try to convince you
that advertising is a high production "tool" that requires
skill and good judgment in its use - and can sell
your merchandise in volume beyond your wildest dreams.
Now, w hen my good friend, H orace Pierce, told me
the keynote of this session was to be "Building Your
Image Through Effective Advertising" I was delighted.
Mind you now, Horace said, "build your image" and
he also sa id, "th rough effective advertising." H e chose
those words wisely, because he knew, yes, he very well
knew the key to what you needed to help your business.
But to build an "image" requires an artist - an
artist with skill and imagination - whether it be a
painting, a sculpture, or business concept. An image
that will be remembered, admired, and grow more
valuable as times goes on.
Advertising costs money like rent, insurance,
trucks, salesmen, telephone service, etc. Whether it
costs a lot of money or a little depends on how you use
it, how you build your image.
Let's talk about your telephone. Would you cut
expenses by taking out your telephone? No, you
wouldn't, because it's the instrument of communication
with your customers and suppliers - with the outside world.
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Advertising is Communication
Let's start our image building right here.
Your phone, I just said, is a means of communication, and J'ou 'll agree communica tion is very, very, desirable an important to your business. Let's stop using
the ·word "Advertising" - let's call it "Communication."
It's no longer a bad word. It is now in your imagination - in your mind's image - in the same class with
your phone . More important than your phone, too.
With your phone you can communicate with only
one person at a time - that thing that you wouldn't
dare take ou t to cut expenses. Yes, with advertising in
newspapers, radio, direct mail - you can communicate
with thousands and hundreds of thousands at one time.
Now, if you think of "Advertising" as Marketing Communication and use it as Marketing Communication
you'll be unhappy at the first one who tries to take it
away from you.
You may call this semantic nonsense. But only last
year the 100 year old magazine, "Printers Ink", the foremost trade paper of the advertising field, changed its
n ame to "Marketing Communications" beca use that
name described the function of its purpose so suscinctly.
In the December, 1968 Hardware Age, Bruce McCullough wrote : "Is there much difference bet\.veen Advertising and Promotion?" Not really . . . the two go
46
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0
September, 1968, did the store fail to beat the same
month or the previous year. You will also note that
in January, 1968, the worst month of any year, we did
twice the volume as the highest month of 1963 (August).
You can see that this was not a flash .in the pan - it
was the result of image building - it was an image on a
solid foundation-acceptance and good will of thousands
of people who came to the other side of the tracks to
get their better mouse trap. It was these people that
called it "The Miracle on T hird Street".
I was asked to show you h ow. The successful advertiser (I'm going to use the word anyway because it's
a habi t) must have a plan and a goal. The essence of
a good plan is to be a stayer - not an in-and-outer.
Sound advertising policy sets goals and maps the route
to those goals. It may have to detour occasionally as
conditions change, but sticks to its objective.
How do you set a goal? How do you know what
to spend and when to spend it? It took us a year of
observation and statistical checking before we could
set our first goal and determine how to make it.
On this chart are the curves which represent the
relationship of advertising costs to sales results for 12
months of 1964 and 12 months of 1965. l otice how the
ad line goes down and the sales line follows in '64. The
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1965 curve behaves the same way, but at one point
( April ) sales resisted the push of advertising. By studying what caused this, it was corrected. The next graph
will show you that we tried to go too fa st. That's where
judgment comes in - judgment tempered wi th experience.
The top graph (it took a whole yea r to make it)
shows our monthl y volume of percent of sales advertising cost for each month ( the jagged line). The
black line ( horizontal line) represents 3% of sales across
the calendar. This graph, although the jagged line
was mostly over the 3% base line, indicated to us that
we could get all the sales we wanted at 3%. So we set a
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certain goal for 1965, but we'd h ave to increase the
advertising expenditure. Now, en the 1965 curve you
see the advertising cost go over 4%. This was deliberate,
because we wanted to give it a big sho\'e in those slow
months of January, February, and March. You can
see how well the strategy worked. By May the cost
percent of sales dropped to just below the base line and
hung around it the rest of 1965. That didn't mean we
spent less. W e actually increased the expenditure as
we went along. The reason that the percent cost dro_pped
was because more business was generated. W e didn't
quite reach our goal, but very n ear it.
For 1966 we set another goal and, watching what
You sow i t in the lumber Co-operator, May 1969
was happening, increased our expenditure as we went
along, feelin g out the resistances and characteristics of
each month. Now every month except January and
February is in 6 figures, and for the year, just short
of the goal. And look at th e blue (j agged) line practically all under the black 3% line and reaching
for 2%.
Our advertising cost as percent of sales went down
as our volume went up. W e doubl ed the store size late
in 1966 and this year 1969 ·we're doubling it again.
I want to get b ack to Image Building, but first I
wan t to cover a few of the circumstances where judgement adds strength and meaning to attaining the goals
and creation of the image.
Judgement is required for (I) right timing, ( 2)
bucking of the seasonal tide, (3) vacation time, ( 4) holidays and, ( 5) other promotion al gimmicks, and (6)
whether to exert ad pressure in the off season, and
exert pressure during the season, to squeeze all you can
out of it.
For instance, a dealer in another city told me he lets
up on advertisin g in July because people are on vacation, and they'll come in anyhow. I said to him, "If
you were a commercial fisherman, would you throw
out a net when the school is running or use a hook
and line because you know you'll get a fish each time
you cast?"
H e also told me he doesn't do much advertising in
January beca use it's not there and it would be a waste
of mon ey. vVe went after and got business in January.
W e also learned that advertising the same item in
the same "vay with the same pressure got more results
in October than in April.
H ere we are at Image again.
When you put your name on an ad it becomes YOU
in print. Some people have no color, no personality,
o character - too much advertising is like that. Use
your costly communications to build a good image so
that people wil l always look at you with favor, think of
you always when they want the products you sell. You
must "brainwash" them to believe you're the one and
only.
ow here are some examples of "brainwashing".
N ote a heading that arouses interest and the tie-in
in every ad wi th the idea that we have 16,000 items,
10,000 sheets of paneling in 80 different patterns. vVe
never run less than 100 items in our Friday ad - we
make it look as though we're low priced by the typographic style, yet we're meticulou s abou t statin g the
truth. People are interested in what you can do for
them, not what they can do for you. Don't say, "trade
at home," or "we need the business." They couldn't
care less. People will go where their feelings and wants
tell them to, guided by their pocketbooks. People will
come back again and aga in to where they are treated
right, but your price must be fair and competitive. When
you write the advertising, stay on the customer's side.
They won't buy just to keep you in business.
Repeat successful advertisin g ideas and they will repeat their successes. An axiom to ~o by is, "If it works,
keep it up until it stors working. ' Watch it closely.
Use good judgment. If it looks as though it's losing
its charm, start looking for something else.
A wi>e advertiser knows how to repeat and bring up
to date the successful campaigns and discard the unsuccesssful ones.
I said near the beginning that advertising is generally one of the first items on the expen se page to be
(continued on page 56)
47
·~ \9t~S
•
inches high, or with wrought iron railing
for decoration or protect ion.
The 8-foot lengt h is designed for patio
privacy sc reens 4 to 6-feet high. The
posts are pre-drilled to take self-tapping
screws. All types of material can be
used, including wood sla ts, pickets, plast ic, metal, etc.
Rust resistance is provided by a phosphate coating process and block prime
paint.
: : ·.tin PRODUt1S
: •• in SALEs AIDS
Rich Tone," and "I'm All For Kids'
Rooms." The Iotter is written in crayon
to further emphasize its purpose.
This program is another phose of
U. S. Plywood's continuing effort to help
dealers keep in step w ith the retailing
trend to more sophist icated merchandising techniques.
Item # 1617- send card
for more information
Ite m # 1585 - send card
*
*
*
Masonite Floor Covers
"Snowflake" Decorative Panel
Golden snowflakes dot o creamy white
background in the new "Snowflake"
Decorative Plastic Finished Panel, by
Abitibi Corp., Birmingham, Mich.
The new panel was designed to match
the white of conventional porcelain bath
and kitchen appointments and to blend
well with colored fixtures. The golden
snowflakes form a subtle contrast to a
white background.
With the introduction of Snowflake,
Abitibi now has 15 Decorative Plast ic
Finished Pa nel choices to offer. Included
in this group of wall beautifying panels
are Pink, Beige, and Blue Romano Marble; Avocado and Gold Florentine; Starburst; Gold Dust; Frost White; Crystal;
Gra nite; Oyster Ceramica; and Desert
Sand.
All these handsome panels feature a
rock-hard Melamine plastic finish that
forms a non-porous shield, sea ling out
dir!;
They, ~re sold in the popula r
Va x 4 x 8 s1ze.
If there are seat covers for automobiles, there should be floor covers for
station wagons.
A removab le floor covering that will
stand up under heavy abuse and can be
used inde finitely is 1h" Tempered Presdwood by Masonite Corp., Chicago, Ill.
Most dealers can cut a 4x8~foot panel
to the size needed.
This splinter-free hardboard will protect the stat ion wagon floor when one
hauls heavy, rough or sharp objects.
When not in use, the panels can be
stored in the garage.
Item # 1612- send cord
Shoreline, which reflects the Oriental
trend so popular today in decorating
circles, has been added to Morlite's line
of plastic-finished Murals panels. Shoreline by Mo rl ite Panel ing, Dover, Ohio,
comes in muted gold and deep brown
tones on a white background. Like all
Morlite paneling, it con be damp-wiped
clean. Satin-finished gold moldings and
white background panels ore available
for us with this Vs" thick Morlite Mural.
Shoreline, o ne of six pictorial panels in
Morlite's 1969 Mural line, comes in 5'
wide panels, ei ther S'or 6' high.
Ite m # 1610- send cord
Item # 1616 - send cord
*
*
Self-Anchoring Iron
Fence Posts
New wrought iron fence and patio
pasts which anchor themselves and cut
time and tail for installation are being
introduced by Versa Products Co., Lodi,
Ohio.
Designated Verso " Tap Root" posts,
they util ize an engineering principle developed
for
anchoring
construction
pilings.
The syste m consists of an 8" x 8"
base plate which prevents the past from
Above the base
sinking o r heaving.
plate are two perpendicular stabilizer
plates to resist sideways movement.
All that's necessary to insta ll the past
is a hole 12 to 1 8-inches deep. And
when dirt is replaced, it is ready to use.
No need for concrete.
Versa "Tap Root" pasts are one and
one-q uarter inches square.
They arc
supplied in 5 and 8-foot lengths. The
sma ller is used for fences 30 to 42
48
Marlite Adds Shoreline
To 1969 Mural Series
*
"Talking Panel" Displays
" Eyedentificotion" is the name of the
game as U. S. Plywood, New York,
N. Y., introduces its new " Talking Panel"
merchandising aid for Headquarters
Dealers.
Beginning in May - just in time for
Nationa l Home Improvement Month Weldwood panels in dealers' disp lay
rocks wil l " talk" to customers via colorful edge banners. These banners are
designed in such a way that consumers
may immedia te ly spot panels for porticu:ar areas in the home.
Because dea lers' display space often
is li m ited, customers may be fo rced to
thumb through ma ny panels before they
find the one they are looking for. The
"talking panel" eliminates most of this
problem since edge bonners (designed to
st ick to edges of Weldwood pane ls like
index tabs) proclaim loud and clear o
suggested use for each panel.
Edge bonners include such descriptions
as " Hu rra h for Cheery Modern Kitche ns," "The Country Look Deep
*
*
Low-Cost Carved Doors
Simpson Timbe r Co., Seattle, Wash .,
has designed, and introduced a new line
of hand-carved, nine-panel doors that
will be "among the lowest priced quality
carved doors on the market," accordi ng
to Robert H. Fletcher, Smpson's general
soles manager, plywood and doors.
Three designs in the European Line
ore ca lled The Florentine, The Exeter
and The Lorraine. Each is produced in
stain-quality solid fi r on hemlock in
2'8" by 6'8" and 3'0" by 6'8".
Robert Tocchi, a wood craftsman
trained in Italy and now practicing in
Seattle, drew on architectural detail of
the Florentine Rennaissance to create the
floral and shield designs in the new line.
The doors con be used singly or
doub ly, and although they ore primarily
outside doors they ore, because of the
richness of their detailing, also appropriate for indoor use at a library, den
or maste r bedroom suite entrance, for
example.
The new door line was c reated in
response to the growing market demand
for "a return to elega nce in archi tecture," according to E. D. "Pat" Reiten,
director of merchandising services for
Simpson.
"A door is no longer just something to
separate the in-doors from the out-ofdoors," Reiten said. "Increasingly, architects and homebuyers alike recognize the
door as the 'first impression' a nd whe ther
the house is contemporary or period, they
want the door to reflect wa rmth a nd
cordia lity."
Item !111 605 - send cord
for more Information
*
*
•
Sow Horse Brackets
A new line of heavy gauge steel saw
horse brackets in three models has been
introduced by Quality Steel Products,
Inc., Stoughton, Mass.
Self riveting
feature and locking mechanism provides
additional strength and rigidity over conventional models. Tokes either dressed
or common lumber. Designed for bath
the homeowner and builder, these versatile brackets are attractively packaged
in a three-color display box, and master
pa cked in a self-merchandiser carton for
point of purchase display.
Item # 1613- send card
*
•
•
The outside casing is lightweight
molded polyethy lene, and the cooling
un it t hat keeps food cold and crisp is
the new ammonia/ hydrogen system which
is guaranteed for five years.
Hermetically sealed, with no moving
parts, it is absolutely silent.
The outside dimensions a re: L-24",
W-16Va", H- J 63A".
Item # 1602 - send cord
for more Inf ormation
• • •
Attractive Wood
Lighting Standard
A new, laminated wood lighting
standa rd - which is guaranteed for 20
years is being manufactured by
Weyerhaeuser Company, Tacoma, Wash.,
in a variety of styles, sizes, colors and
wood finishes for both residential and
commercial use.
Weye rhaeuser guarantees the standards for 20 years after insta llation
against structural fa il ure due to termite
attock, decay, g lueline failu re or any
other defect in wo rkmanship or materials.
T he attractive laminated standards
ore a totally engineered product which
exceed NEMA specifications and are designed for maximum def lection of 2%
of their length when subjected to 60
MPH winds. They can be imbedded d irectly in soil without concrete foot ings
or foundations .
The natura l characterist ics of wood
reduce maintenance costs, harmonize
with resident iol architecture and landscaping, ond cannot rust, oxidize or tarnish . An important safety foetor is also
provided since wood is o non-conductor
of electricity.
They ore available from Weyerhaeuser in a variety of stained colors,
with either a smooth or wire brushed
surface.
Pedestal type sta ndards a re avai lable
in four sizes ranging in mount ing height
from 10 to 20 feet; bracket-type standards, fa bricated for use with a single- or
double-a rm brocket, range in mounting
height from 20 to 50 feet.
Ite m # 1611 - send cord
• • •
Paneled Wall a
Woman Can Install
Portable 3-Woy Refrigerator
Now available from Paulin Infra-Red
Products Co., Cleveland, Ohio, is the
new Poulin portable refrigerator that
operates three different ways - regular
1 10-volt house current, 12-volt boot or
automobile battery, or LP Gas (propane)
where no electrical current is available.
It operates 40 hours on one small
14-ounce propane gas cylinder or 1000
hou rs on a 20-pound cylinder. Amazingly lightweight, it holds 40 pounds of
food or 40 cans of your favorite beverages.
There a re t rue-wood and imitation
wood panels on the ma rket, but there's
never been anythi ng like new Wood Tone
by T he Decro-woll Corp ., Elmsford, N. Y.
Featuring the di mensional graining,
grooving and texture of na tural wood,
it's the 6" x 24" styrene paneling-in-apackage ... self-sticking, easy to apply.
And it's the only rigid paneling the
woman of the house con install herself.
Gone are the days of glue, nails a nd
furring st ri ps. Wood Tone is applied
simply by peeling off the backing paper
and pressing it on the wa ll.
In just
minutes it can change an apa rtment
foyer into a pane led study. Dress up a
din ing nook.
Glamorize a bathroom.
Used dodo-height or as a full wall treatment, it can enrich and enliven every
room setting.
Available in authentic reproductions
of six distinctive woods, this new line
features Spanish Oak, Indian Teak,
White Oak, Rosewood, Traditional Wa lnut and Contemporary Walnut.
The new Wood Tone packages te ll a
" take-me-home" story. Product is visible
th rough a slim-line picture window, and
featured in four-color photos that show
INSTANT
BUILDINGS
UP TO 160FT.
CLEAR SPAN
One Or Two·Story Building
A new engineering concept in clearspan construction utilizing steel and
lumber-each to its best advantage!
TRUSSFRAMES*® take the MYSTERY and GUESSWORK out of de·
signing Industrial, Commercial and
Farm Buildings.
... no need
to be restricted
by conventional
pre-fab adaptions.
combine TRUSSFRAMES *® with lo·
cally furnished companion materials
and labor for a quicker built, lower
cost building. Reduces building
costs by as much as 30%.
NO INVENTORY • NO SALES QUOTA
NO FRANCHISE FEE TO LUMBERYARDS
*Trussfra mes are Patent Pending
and manufactured only by:
PLANT: 9&0 EAST STATE STREET
phone (609) 587 ·11 DO
4t
''How To Hire People''
"HOW TO HIRE PEOPLE"
A HANDBOOK TO HELP
YOU GET THE MOST
FOR YOUR PAYROLL DOLLAR
A HANDBOOK FOR THE
RETAIL BUILDING
MATERIALS INDUSTRY
I
OINoiGI>Od ..,
s-..s. Thurow ef!d Asaoclales
Comullants in l'wso1111tl Adm!llisttaliol!
c~.111tno11
PrtPoJI'ftl -..rc1.....ty tot .,..,....,...
I
NORTHEASTERN ' RETAil LUMBERMEN$ ASSOCIATION
~$10
"The manua l ' How to Hire People' is tremendous.
We ron a n ad, used the handbook, and hired 5 out
of t he 37 a ppl ica nts who responded."
•
-- - ',
Jere S. Fox
N. T. Fox Co., Inc.
Portland, Me.
THIS COMPLETE, EASY-TO-USE PROGRAM IS NOW AVAILABLE TO
EVERY BUILDING MATERIAL MERCHANT. Included with the package is:
o 15 page HANDBOOK to provide the WHERE, WHAT, WHY AND HOW of o basic PERSONNEL
SELECTION PROGRAM.
o 2-poge PERSONAL HISTORY RECORD. This is the form o prospective employee completes when
applying for the job. This "digs out" the important information obout the man and "red flogs"
key points to consider•
• o 4-page INTERVIEWER'S GUIDE. You save time, get the answers you actually need by asking
the listed questions, and score the applicant during the interview. The resulting grade determine•
the desirability of any further consideration of the applicant.
. o 1-poge WORK REFERENCE INVESTIGATION. This is the form you use to leom what's important
to know from o previous employer.
APTITUDE AND ABILITY TESTS. These improve the odds your choice will work out. They ore
simple to administer, easy to score, readily interpreted, tried and proven. These are available at
on additional cost of about $1.00 per person.
Northeastern Retail Lumbermens Association
339 East Avenue
Rochester, New Yark 14604
Enclosed is our check for $10.00. Please send us a copy of the Personnel Manual for the
retail lumber industry "HOW TO HIRE PEOPLE."
Signed - - ---------------------- - ----- ---- - - -----------Firm ----- --- - - --- - ---------- ------ -------------------Mailing Address - - - - - --------- --- ----------- -----------City and State --- - - - - ------------ ------------ -----------
so
product in use. Packages ore displayed
in new all-metal fixture that blends in
with all existing Decro-woll fixtures to
round o ut total self-adhesive wa llcovering department.
Each box of six 6" x 24" panels decorates 6 sq. ft.
Soffit-Fascia System
Ite m # 1604- send card
f ar mare Information
*
•
•
Shakertown Uses Avocado Green
Avocado green is "in" for new building or rehabilitating homes, apartments
and office buildings.
Shakertown Corp., Seattle, Wash., is
introducing avocado green to its line of
Shokertown individual sidewall shing les
and shakes and to its array of 4634 inch
pre-finished 2-ply and 3-ply panels.
Avocado green o Iso wi II be added to
the rainbow of Shokertown Semi-Transparent Stains which are used to accent
wood groin and to the Shak.ertown Heavy
Duty Stain Line wh ich is used for solid
color finshing.
...
Item # 161 4 - send card
for m ore information
Barrett 240 Storm King Shingle
A new straight-line, no cut-out shing le,
the Barrett 240 Storm King, is now
available from the Chicago district of
The Celotex Corp., Tampa, Fla .
~signed for fast application end
minimal shing le waste, the embossed
shingle is ava ilable in seven colors:
Shadow Black, Pastel Green, Buff Green,
Pastel Gray, Colonial Gary Blend, Colonial Black end a White.
The shingles have self-aligning notches
to simplify application. Cut-off pieces
can be used on succeed ing courses, because no specia l matching is required.
The embossed pattern on the shing le
creates a textured f inish to an applied
roof. The shing le is 12-inches by 36inches with a five-inch exposure.
The Storm King shingle carries Underwriters' Laboratories, Inc. Class C fire
rating and wind resistance. The 240
shingles are sel f-sealing and the sealant
is factory applied.
It em # 16 07- send card
*
•
•
A new improved soffit fascia system
is being introduced this spring by Boise
Cascade Bui Iding Products, Boise, Idaho.
The company notes that the system is
of simple design, yet completely functional. T he former wa ll channel moulding has been completely redesigned to
accommodate Vinyl-Bond lnsulite® Siding
as the soffit panel. Most other BC exterior products can also be incorporated
into this soffit system: Primed lnsulite
Siding, Pre-po inted, Premium Primed and
for an interesting switch, Rough-Sawn
Philippine Mahogany.
The manufacturer points out the new
system installs easily; comes in factoryfinished white; and is guaranteed for 10
years (when used with Vinyl-Bond 10yeor-guaronteed soffit panels).
It enhances a home with enduring beauty.
...
Item # 1603- send cord
for more inform a tion
" Old World" Paneling
Antique but new is the new plywood
wall paneling by Georgia-Pacific, Portland, Ore. Indentations of age con be
felt as well as seen. Local retail building material dealers across the notion
call it " Old World" paneling and ore
displaying it in real ook, pecan, cedar
and birch.
It em # 1609 -
send cord
f or more inform ation
* * *
Skeptical Miss: Can this coat be worn
out in the rain without hurting it?
Fur Salesman: Lady, did you ever see
a skunk carrying an unbrella?
Bi-fold Chateau Door
The new bi-fold Chateau Door accurately reproduces the natural look of
wood paneling through a special method
of deep-drown embossing on a single
sheet of steel developed by the manufacturer, General Products Co., Fredericksburg, Virginia.
The new process reta ins all the nonshrinking, non-snagging advantages of
embossing a one-piece panel of 23 gauge
steel. It also closely imitates the tradit ional appeal and appearance of agee
moldings around raised center panels.
Extra thickness ( 1 Y2-i n.l in the Chateau Door matches the traditional wood
door dimensions, and adds to its rigid
non-warping properties resulting from
one-piece design.
Latest addition to the Top-Glide line
of bi-fold steel doors from General Products, the Chateau Door also introduces
another new feature . Final adjusting of
all doors may be done from the front
side with a simple wrench furnished with
each packaged door.
All Top-Glide door designs are embossed into a single sheet of 23 gauge
steel, e liminating crocks and possible
snags from conventionally-applied trim.
Other Top-Glide styles include contemporary, provincial and traditional in
flush, louvered, paneled and trimmed
variations in oil standard sizes, and all
ore 1 Y2 in. thick. Special o rders can
be made to fit practically any size
openings.
14 s izes
2W-8w
CONICAL ( Neoprene) WASHER NAILS
A FLATHEAD ( Royalene) WASHER NAILS
.
V Both have Stormguard double hot-dipped zinc- coated fimsh
. .. ring sh anks ... checkered heads .. . co lors to match
sheets . . . 7 lengths: 1 %" -4 %".
LEAD GASKET NAILS
. .
.
Stormguard double hot- dipped zinc- coated fm1sh • . . sp1ral
or ring shanks .. . 4 lengths: 1 Y.z" -2W'.
COMPRESSED LEAD HEADS
Galvanized or bright finish . . . barbed, ring, or screw shanks
... 4 lengths: 1 Y.z" -2%".
0
Q
0
WRITE FOR FREE SAMPLES
(Please specify type preferred)
Item # 1608- sen d card
f or more Information
*
•
•
You saw it in the lumber Co-operotor, Mo y 1969
51
''You said he wanted
fourteen 10-foot 2 by 4's."
''I said he wanted
10 fourteen-foot 2 by 4's."
Why Argue? Verbal orders ca n cause confusion.
You can eliminate mistakes and loss of good will
by having your NRLA representat ive stop in and
develop a yard order fdrm specifically for you. A
Moore yard order form needs on ly one writing for
both the sale and the yard operation, and can help
prevent costly errors.
N.R.L.A., Inc.
Dealer Merchandising Service
339 East Avenue
I am interested incoordinating mysaleandyard operation.
T he best day for an appointm ent would be on:
Name ________________________________
Firm ----------------------- - - -- - - -Street------------------------------
Ci~--------------------------------
State __________________ ZJp __________
52
QUALITY
FENCE . . .
at Dutton Warehouses
Wide Varieties for Immediate Delivery
WESTERN RED CEDAR
EASTERN WHITE CEDAR
CHESTNUT FENCE
LOCUST POSTS
In Basketweave, Milled Picket Stockade, Handsplit and Roil
NSDJA' s Home Study
Millwork Course Helpful
Employees from the millwork field
are finding the Home Study Millwork Course to be an excellent tool
for improving their on-the-job proficiency. Operated jointly by National Sash & Door Jobbers Association and Michigan State University,
the just-updated program is attracting personnel from throughout the
industry - manufacturers, jobbers
and dealers alike.
The home study course, authored
by William B. Lloyd of Michigan
State University, is designed to give
product knowledge in this specialized
industry. All the necessary technical
background so vital in today's intensive business competititon is included. Employees who have completed the course have become better
educated millwork men and greater
assets to their companies.
The course is designed to be completed in from six to ten months, but
each student sets his own pace as he
proceeds through the following
twelve subject lessons: Introduction
to Millwork, Wood-Millwork's Basic
Material, Basic Framing Fundamentals, Mouldings, Door Frames
and Entrances, Window and Sash
Units Defined, Glazing, Doors, Stairwork, Kitchen Cabinets, Mantels and
China Cabinets, Millwork Estimation.
engineering techniques in detailing
performance data.
The all-weather, year-round system has the objective of smoothing
out the seasonal and day-to-day
fluctuations in residential building
caused by inclement weather. Another objective of the study is to
evaluate the increased livability of
treated wood foundation walls, since
such basement areas should be easier
and less costly to finish and insulate,
and walls less susceptible to cracking.
John Clifford, president of Cliff
f Tomes, said he found the all-wood
foundation system very simple to
erect with foundation walls for the
second house going up with only
ninP man hours of labor. "It is particularly suitable for wet, muddy
ground conditions which we ~n
countered in erecting the foundation
for the first house." I le said the system offers great potential since the
treated wood foundation seems less
costly, easier and faster.
The innovative foundation system uses fine gravel or coarse sand
with treated wood sills for footings
instead of conventional concrete footings. The below-grade wall assembly is either 2 x 4 or 2x 6 treated
wood studs and 1" treated plwood
sheathing. A waterproof plastic film
is glued to the ex.terior of the plywood sheathing below grade with an
asphalt tar adhesive.
New All-Wood
Foundation System
A new all-wood foundation system,
designed for installation in ~II
weather conditions, is being used m
three Lexington Park, Md., homes.
The builder, Cliff Homes, of Lexington Park, will erect the third house
shortly using the new foundation
systc~. Th e house is being fabricated by Kingsberry Homes, Inc.,
Atlanta, Ga.
The all-·weather foundation system,
using treated wood members and
treated plywood sheathing, is being
built as part of a cooperatively sponsored industry-government research
study to provide technical brcaklhroughs with applications to all
types of residential housing programs.
Sponsoring organizations arc the National Forest Products Association,
American Wood Preservers Institute,
and the Economics and Marketing
Division of the Forest Service, U . S.
Department of Agriculture.
The technical study is being
closely followed by the FHA which
has backed the loan commitment
under Title 223 of its experimental
housing program. The NAHB Research Foundation, Inc., Rockville,
Md., is conducting the study for the
sponsors and will follow industrial
SAND MIX
MORTAR M I X
GRAVEL MIX
ALL PURPOSE SAND
PURE WHITE SAND
MOR T AR CEMENT
CA L CI U M CHLOR I DE
DR I VEWAY SEALER
MELT GRIP
LIME PRODUCTS
NURSERY STON£
MARBLE CHIP
BLACK T OP
WATT A -BOND
PORTLAND CEMENT
Watta-CftlteCOIDpaDJ'9 1DC. / .
This broad line available ONLY
from Watta·Crete on one t ruck.
P.O. BOX
996
T.M.
CANAAN, CONN. 06018
TELEPHONE
82.4- 7733
824-~l!OII
atta··crete
~
•
.•
.;:
"IT PAYS TO MI X WITH THE BEST"
No charge for pallets, 48-hour delivery, sold to lumber, hardware and mason dealers only .
You sow it in the lumber Co-operotor, Moy 1969
53
tiona! Corp., Dover, N . H ., enjoyed
a one-week golfing vacation in North
Carolina.
Mr. and Mrs. Harvey L. Retournay, Harvey Lumber Co., Inc., Haverhill, Mass., spent some time camping at Virgin Island National Park
in St. John, Virgin Islands. They
also spent a few days in St. Thomas,
Virgin Islands.
DoiNGs
of the DEALERS
EDP Meeting
Tri County Lmbermans Association held a special dinner discussion
meeting on April 24 at Geneseo,
New York.
Robert G. Paille, Vice President,
Marine Midland Trust Co., Rochester, N . Y. , spoke about Electronic
Data Processing Programs and how
they can be adapted for use by the
small business man. This program
was given at Northeastern's 75th
Anniversary Convention in January
and is written up in this issue of THE
LuMBER Co-oPERATOR.
* * *
Snider Writes Article
For Executive Report
Eliot Snider, President, Massachusettts Lumber Co., Cambridge, Mass.,
had an article entitled, "How to Pack
More Profits Into Every Order Your
Salesmen Write" in the March 29th
issue of Prentice-Hall Executive Report.
Mr. Snider has been president of
Massachusetts Lumber Company
since 1954. He is also president of
two other companies, and serves as
trustee of Lesley College, and the
Cambridgeport Savings Bank. He is
currently :eresident of the Young
Presidents Organization, and is a past
president of the Harvard Business
School Association.
* * *
Sawyer's Announce Appointment
Philip L. N ash, Sou th Weymouth,
M ass., has been named to head a
major division of theW. H. Sawyer
Lumber Co., Worcester, Mass. The
appointment will be effective June
30. Mr. Nash is now general manager of Alvin Hollis Services of South
Weymouth. He is a former _president of the South Shore Retail Credit
Association and corporator of the
South W eymouth Savings Bank.
* * *
Roger Williams Hoo-Hoo Club
The Roger Williams Hoo Hoo
C lub #51 of Rhode Island held its
Father & Son night on Monday
evening, April 21, at Hummocks,
Providence, R. I. The guest speaker
for the evening was Dr. Maurice
Robbins, director, Massachusetts
Archeology Society.
* * *
Changes Name
Malloy Building 1aterials Co.,
Inc., Warwick, R. I., is now to be
known as Champion Lumber Company.
54
* * *
New Store
Vann Lumber Co., Elnora, N. Y.,
has a new store and show room.
They are presently in the process of
building a new warehouse.
Which Is Which?
Above is a photo of Karl Paulsen,
Karl A. Paulsen & Sons Millwork &
Lumber, Inc., Albany, N. Y. and
Frederick A. Poland, Wood, Inc.,
Worcester, Mass. They have been
the cause for some confusion at
Northeastern meetings because of
similarity in their looks. Mr. Paulsen h as been a director of the Association and Mr. Poland is presently
a director. Both are president of
their respective companies.
In this photo, Mr. Paulsen is on
the left and l\1 r. Poland on the right.
* * *
Vacationing
Several of our members have
been enjoying vacations in Florida.
Among these arc Leland G. Eshelman, Esco Lumber, lnc., N. Tonawanda, N . Y.; Errol Green, Green
Bros. lumber Corp., Ashville, N. Y.;
W. G. I lollands, Holands Lumber
Co., Hornell, N. Y.; Mr. and Mrs.
William T. Magoon, Wilson Lumber Co., Concord, Mass.; Edward J.
lVIcDermid, Frontier Lumber Co.,
Buffalo, N . Y.; Joseph Schwartz, l I.
Schwartz & Sons, Inc., Fall River,
Mass.; Mr. and Mrs. Joseph Torrisi,
Jackson lumber Co., Lawrence,
Mass., and l\Ir. and Mrs. Harold L.
Wilkinson, W. A. Fuller Lumber
Co., leominster, Mass.
Mr. and Mrs. Kilton Andrew, L.
C. Andrew, Inc., travelled recently
to Tunisia, Morocco, Italy, and Austria. Thev also made a visit to their
daughter ~nd f:~mily in England.
Mr. and Mrs. Leo Bonnette,
Nash ua Lumber Co., Nashua, N. H. ,
have been vacationing in Hawaii for
5 weeks.
Mr. and l\1 rs. Fred Dallas, Rega I
Lumber Co., Falconer, N. Y., haYe
spent some time in Arizona.
Mr. :~nd l\lrs. l\1aurille Dupuis,
'last Road Grllin & Building Materials Co., Inc., 1anchester, N. H .,
spent three weeks in Orange County,
Clllifornia. They also visited l as
Vegas, Mexico and Los Angeles.
Harland Goodwin, Diamond Na-
* * *
Granite State Hoo-Hoo
Honors Past Presidents
The Granite State Hoo-Hoo Club
#107, at its April dinner meeting
honored 12 past presidents. They received pins from club president Emile
R. Bernard.
John Alevizos, owner and president of the .\1anchester Yankees, AA
Eastern League Baseball team, addressed the group and explained the
club's potential impact on the community and state.
Hm1orcd past presidents included
Harold A. littlefield , Portsmouth
(195 1); James Mills, Goffstown,
(1952): Vernon A. Simmons, Man._nester (1953-54); Emile A. Chagnon, ashua (1955-56); E . Kenneth
Littlefield, Portsmouth ( 1957-58);
Emile A. Chagnon, Jr., Nashua
( 1960); Leslie B. Merrill, H ampton
( 1961 ); Lawrence W. Shirl ey, Manchester (1962); Malcolm J. Dunsmore, Suncook (1963); Eero J.
H einonen, Manchester (1964); John
H. Sullivan, Needham Heights,
Mass. (1966) and Donald L. Janvrin, H ampton Falls (1967).
Remodeling
The Drazen Lumber Co., New
I Iaven, Conn., is doing a major remodelling job on the interior of its
store. They p lan to have an area
devoted to kitchen display.
* * *
Fire
Fire of undetermined origin extensively damaged the warehouse and
con tents of the Norfolk Lumber Co.,
Jnc., Stoughton, Mass. recently. The
owner of the lumber company, John
Trainer of Holbrook, could give no
estimate of damage until he had conferred with his insurance company.
The fire swept the warehouse, consisting of a one and a half story
wooden frame building and a onestory metal building, which was attached. The contents, consisti ng of
''arious lumber supplies, were extensively damaged, according to fi re
officials.
Miller's
LAW OF
FREIGHT
LOSS &
DAMAGE
CLAIMS
Third edi ti on
totally revised
& updated
By R. R. SIGMON
$8.00
An authoritative guide for those· who file, receive or investigate claims, and for those who handle court
litigation involving claims.
PARTIAL LISTING OF CONTENTS: Beginning of liability, liability of initial line, liability of delivering
carrier, li ability of intermediate carriers, liability of local cartage operator, duty of carriers of interchange.
Exceptions from liability, condition of shipment at delivery of carrier, contaminat ion, conversion and
misdel ivery, delay, bills of lading, embargoes, fire, freight charges, government claims, insurance, jurisdiction, ownership of goods, protective service, routing, so le of goods, salvage, stoppage in transit, ca rrier's
liability as warehouseman.
Actual va lue rotes, allowances, discounts, free goods, container damage and loss, delay, duty of consignee t o accept freight, extraordinary value, fraudulent claims, freight charges, household goods.
Interest, rentals, attorney fees, punitive damages, mail order company claims, whe n no market at
end of destinati on, reconditioning, assorting, reconsigned shipments, released rates, cost of repai rs, replacement costs, retail price, goods returned to shipper, goods sa lvaged by consignee, goods t ransported
to shipper's warehouses, special damages, taxes.
Filing of claims, notice of claim, t ime limit, what constitutes a cla im, actual notice, who must fi le,
time limit for suits, time limit between ca rriers, freight forwa rder claims, carrier claim regu lations.
NORTHEASTERN RETAIL LUMBERMEN$ ASSOCIATION
339 East Avenue
Please send me ------ copies of "Mil ler's Law of Fre ight Loss & Damage Claims" and bil l me.
Name --------- -- - - -- --- --------- - - ---- - - -------- --- - --- --- ------ - --- --------- ------ Company --------- - --- - ---------- ----------------- --- ------------------- ------------ Street ----------- ---- - ----------- ------------------------- ----------- - ----- - ------- - -
C~y - - --------------- --------- State ---------- - - -- - ------ --- Zip ---- - ----------- - --You saw it in the lumber Co-operator, May 1969
55
Effective Advertising
continued from page 47
cut. That's because it stands alone as an ugly duckling
- easy to spot and slash. If it isn't doing a job, improve
it hut don't remove it.
Suppose you're spending $50,000 a year for advertising. You want to cut $10,000. If your ad cost is
3% of sales then the $10,000 represents over $300,000
worth of business. Would you take that kind of a loss?
Is there a $1,000,000 business that can't find $10,000
by studying and improving their material-handling and
labor costs and other miscellaneous expen ses? And stop
r,ersecuting the image-building, profitable, hard working
'Marketing Communications"!
SPEAKER: I would like to ask Mr. Warshaw if
all of this complete discussion has been relevant to
newspaper advertising? What percent of this budget,
if any, is he using in other media, radio, specifically.
MR. WARSHAW: The newspaper advertising
makes up 75% of the budget. About 12% was newspaper in the fringe areas around the town, suburban
towns. About 15% was radio and the rest was gimmicks
and other novelties and stuff like that.
SPEAKER: I would like to ask Mr. Warsh aw why
he doesn't use television.
MR. WARSHAW: It is very simple. Bridgeport
is located on the far frin ge of the New York market.
It is only 18 miles from New H aven but everybody's
antenna is angled towards New York and New Haven.
No one listens, very few people in Bridgeport listen
to N ew H aven so that you can't spend the money that
the New York station want because you would be
getting more market than you could use. That's the
story.
MODERATOR MORRIS: That sounds like a
pretty good reason for that.
SPEAKER: In relation to this tremendous increase
in volume, were there any other factors involved like
changing to a prime location of your sales area?
MR. WARSHAW: No, we are still on the other
side of the tracks in a dilapidated neighborhood in the
city of Bridgeport right where we were, but in 1966,
we doubled the size of our store, more than doubled from
about 6,000 to about 12,000 feet and right now because
we are moving to the top and coming to the operation
of the law of diminishing retu rns we find we will have
to increase the size again. We hope to double it to
24,000 feet this year in the same location. It is the
only outlet - no chain, no n eighborhoods. It is in
one place.
MR. McLELLAN: I would like to comment on
that if I may. Location is definitely important. In our
three Buffalo stores we are on the loop around Buffalo.
All of these are right off this ma jor artery. The stores
are easily seen and we feel this has helped us a lot
in our sales. Just drive-by traffic that has stopped in
there. It has been very important to us.
MR. WARSHAW: I would like to add that the
location is about two blocks from an interchange of the
Connecticut Turnpike.
MODERATOR MORRIS : But that's not a new
location.
MR. WARSHAW: It is the same location as it
was before.
MODERATOR MORRIS: So this really essentially has been done through your advertising which was
the point.
SPEAKER: Could I have somebody on the panel
speak a little about what percentages are used and so
forth to get an idea of wh at is used in advertising. We
know the industry is half a percent. But what do successful people usc? You say 3-!% is successful?
MODERATOR MORRIS: So far as I am concerned it varies between 2 and 3%. Last year it was
3.8%. But I am a very, very firm believer in Mr.
Warshaw's philosophy that your advertising budget is
not dictated by what you did last month but by what
you want to do next month. And I also differ slightly
from Isadore in one sense. He indicates that his sales
volume increase is almost immediate. I feel my sales
volume developes after a little bit of lag.
MR. I lEALY: I would like to comment on that
too, if I may, please. As far as budgeting is concerned,
your commen t about the industry-wide percentage runs
true. H owever, when you arc talking about advertising,
you are lumping averages. You are talking about all
the guys who do nothing and are mediocre and the
other guy like Isadore who are successful. It is like the
Reader's Digest. A statistician wrote an article, he said
on the average a man with his fnot on a hot stove and
his other foot on a block of ice is comfortable. In other
words, what's "average" isn't necessarily right. So you
have to follow the goal-setting procedure. You establish
your goal and then allocate a certain percentage of that
sales goal you are shooting for. Not present sales but
what you are shooting for. You will produce the same
kind of returns as Isadore's firm enjoys.
SPEAKER : That's why I am asking the professional panel, wh at is the recommended amount to be
spent.
· MR. HEALY : W e can sit down and work that out
with you individually depending upon what your sales
goal is and grad ually build you up to the _point of
diminishing returns. As you increase your advertising
pressure, your sales will follow. The main thing is to
keep your advertising in balance with your sales. In
other words, the market for your products month by
month and year by year.
SPEAKER : Is there a minimum then that you
recommend?
MR. I-lEALY: If you are not even up to the
average, in other words, if the industry average and
according to leading retailers, the average is nine-tenths
of 1%. Unless that is a tremendous jump for you, start
at the average an d work above to the point of diminishing returns for your individual returns for your yard .
Reconcile it of course, wi th your goal for the future.
MODERATOR MORRIS: How do you feel about
that, Don? Don represen ts many, many millions of
dollars of sales.
MR. McLELLAN : Our percentages of course are
based on each market area that we are in but it is
approximately 2 to 3% in each area. But when I was
with Wickes, we went as high as 6%, in some instances,
accordin g to, again the market area and the immediate
tough competition in the area.
MODERATOR MORRIS: But this is where you
had a special goal. You were sh ooting for something,
and you ·were spending dollars today to bring results
six, eight, ten months a year from today.
MR. WARSHAW: I migh t want to add in connection with this gentleman's question, that to give an
example, to carry out Jim's example, our own percentage
of advertising, if we took it, if we averaged it over our
consumer business and our contractor builder sales, the
3!% would average down to .9%. Actually, if we took
our \Yhole business, our total volume, including the consumer and the builder business, our costs are .9% which
is very close to what Jim said. He said from eight to
Y ou sow it in the lumbe r Co-operator, May 1969
nine points. We have actually separated the contractor
business entirely. They don't need any advertising.
But when you are reaching hundreds of thousands of
people you have got to spend the money to get to them.
Therefore, the part that is segregated to the consumer is
a higher one and you can't get out of it. The average
retail establishment, the average department store, and
the average grocery, spend somewhere in the neighborhood of 3% and you can't get away from it. That's how
much it costs to get the business. You have to reconcile yourself to that truth.
SPEAKER: Do these figures represent the amounts
paid to the media only or do they include an advertising
department, an advertising agency expense? Or, in
other words, the expenses of working the program?
MR. WARSHAW: Mine includes working the
program. We have a man who we pay for preparing
the ads. We also have other expenses and that includes
everything that goes into the advertising program, including some street signs in some places.
MODERATOR MORRIS: In my case it includes
everything except for my own personal time. How
about you, Don?
MR. McLELLAN: This is strictly space :md time.
Tt does not include production figures costs.
Room For Young Ideas and Doers
The silver lining in the clouds that fog the "generation gap" is awareness on our part that the future belongs
to the young - work included. Long hair, hippie
clothes and student revolts are only symptoms and vvill
pass. But the underlying condition - a new group
coming up, with possibly different values and different
points of view - is here to stay.
The world these young people shape is the one we'll
have to live in. If we want it to be palatable, we have
to help them shape it. Within a few years, more than
half of all Americans will be 25 or younger. Perhaps
those 18 or over will be allowed to vote. Even without a
teen-age ballot, everyone who is old enough today to be
in management or a profession will be in the minority.
Ours is still a young nation, proud of its young ideas
and pioneer traditions. But life-spans arc lengthenin g,
and we tend to forget how young the Founders were
when they led the Revolution and wrote the Constitution. Prominent among the signers were Alexander
Hamilton, 32; Gouverneur Morris, 35; James Madison,
36; John Adams, 37. Others were still in their twenties;
even with Benjamin Franklin's 81 thrown in, the average
was under 43. In other theatres, John Paul Jones was
under 43. In other theatres, John Paul Tones was 32
when he scourged the English Channel; Daniel Boone,
35 when he first explored Kentucky.
Facts to keep in mind when we assign yrojects, plan
promotions and delegate important responsibilities! Ditto
in association doings, where there is always room for one
more worker with a good head on his shoulders, and
where good ideas are valued, regardles sof source. Our
committees and conventions are unrivaled training
grounds. And for young new members, the same red
carpet is always out. We need to get them now if we are
to do as well in the future as we have done in the past.
rnrnTI®rnJ~
BOLD
FUNCTIONAL
(AND MIGHTY PROFITABLE, TOO)
SLIDING GLASS DOORS
•
AWNING WINDOWS
•
SLIDING WINDOWS
There"s also BIG PROFITS in our aluminum
combination w i ndows and doors, roll-up awn·
ings. d oor hoods. j alousi es and acc essori es.
Write or Call: Our ulesmen are bri&ht. bold and functional, too!
AMERICAN ALUMINUM WINDOW CORP.
767 Eastern Ave., Malden, Mass.
Tel. (617) 324·8600
PANELING THAT
GUARANTEES GREATER
SALES AND PROFITS
CROWN ROYAL
• Medium priced line of random V grooved
paneling in genuine hardwoods (birch, elm,
ash and oak)
• Durable, semi-gloss
comparable paneling
finish
superior to
• Available in a wide variety of finishes
(including customer - enticing Sherwood
birch, Antique birch and So"ento blue)
• 3/16" thick, 4' x 8' panels
THERE IS a strong human tendency in us to find what
we are looking for, to see what we expect to see, and
this limits our power to absorb new information. The
best way to learn something new is to takt> an interest
in the unexpected.
You sow It in the lumber Co-operator, Moy 1969
57
NOW AVAILABLE
from the
RETAIL LUMBER DEALERS
FOUNDATION
A CONDENSED SUMMARY OF
USEFUL PROGRAMS
---------This Unique 50-Page Manual
Describes in Plain English Thirty
Government Programs and How
the Lumber Dealer Can Utilize
Them.
PRICE
$5.00
The Pros and Cons of Government Assistance in the low and moderate
income family housing field and where profit poten tial does and does not
exist are all outlined.
You - as a R etail Lumber Dealer - can be in an excellent position to
serve this market.
ORDER YOUR RETAIL LUMBERMEN'S GUIDE TODAY!
~---------------------------~
I
RETAIL LUMBER DEALERS FOUNDATION
I
I
I
I
Please send me
Name _________________________________________________________________
I
I
f
I
1
I
Company _________________________________________________________________
I
II
Street
I
I
City - -------- ------------ - - State - -------- ------ - - -- - - Zip - --------------
339 East Avenue
-
-
copies of the "Retail Lumbermen's Guide" and bill me.
------~------------------------------------------
~---------58
--------
1
I
------
Lumber Leads In 1968
Industry Profit Figures
More in sorrow than anger, U.S. lumbermen took issue
recently with interpretations of industry profit figures
released jointly recently by the Federal Trade Commission and the Securities and Exchange Commission.
Press reports of the FTC-SEC data on 1968 manufacturing industry profit figures showed the lumber industry well out in front, but lumbermen point out that
the 1968 profit surge came from what amounted to a
standing start.
Dr. John Muench, Jr., forest economist of the National Forest Products Association, said here that while
profits for lumber and wood products showed dramatic
increases between 1967 and 1968, 97% before taxes and
91 % after taxes, the bare figures ignore the poor profit
picture of the industry in 1967 and tend to overemphasize the effect of increased lumber and plywood demand
upon industry profit.
Muench reported, "In comparison with other industries, the 1968 profi t surge simply brought the lumber
and wood products industry abreast of the averages for
all manufacturing corporations. According to the SECFTC data, all-industry profits before taxes in 1968, in
terms of a percentage of sales, were 8.8%. The after
taxes figure was 5.1 %. Applying the same yardstick to
the lumber and wood products industry shows 8.4%
and 5.3% respectively."
Muench provided a tabulation of lumber and wood
products industry profits as a percent of sales compared to all U . S. manufacturing corporations:
Before Taxes
1967
1968
After Taxes
1967
1968
All Manufacturing
Corporations
8.3 %
8.8 %
5.0 %
5.1%
Lumber ond
Wood Products
Corporations
5.2 %
8.4%
3.4%
5.3 %
H e pointed out that despite the unprecedented percentage of lumber and wood products profit improvement in 1968, the industry lagged 0.4% behind all
manufacturing corporations before taxes and only exceeded the all industry average by 0.2% after taxes.
Muench stressed that the industry's gross sales figures
reflected high prices in the fourth quarter of 1968
brought about by unprecedented demand for end products and a relatively inflexible supply of raw material,
softwood logs. He said that White House and Congressional concern with relieving mounting prices for
softwood lumber and ply...vood has focused on the means
to increase yields from the 60% of standin g softwood
sawtimber which is owned by the federal government but
which affords less than one-third of the nation's softwood harvest.
>
SOARING INTEREST RATES - The average interest rate of conventional mortgages for
new and existing home transactions have advanced to
record levels in each month of 1969, reports the U. S.
Department of H ousing and Urban Development.
As of March l , the national rate for new homes was
7.60%, a five basic point advance from January l. f or
existing homes, the M arch l average rate was 7.65%, a
gain of 10 basic points from the previous month and also
a 20 basic point increase from th e first of the year.
You saw it in t he lumber Co-opera tor, May 1969
WE HAVE IN STOCK
TIMBER
Millions of Feet
TIMBER
DOUGLAS FIR: In structural grades up to 18 x 18- 40'
YELLOW Pine: Up to 12 x 12 • 32'
OAK: Up to 12 x 12 - 24'
CLEAR DOUGLAS FIR: Up to 12 x 24 - 40'
We can remanufacture the above to any required size.
Wolman, Fire Retardant or Creosoted pressure treatmenh.
CROSS, AUSTIN and IRELAND
LUMBER CO., INC.
1245 Grand Street
Brooklyn, N. Y. 11211
Area Code 212
386-7000
HARROUN
LUMBER CORPORATION
All Your
LUMBER and PLYWOOD
For
Needs
Phone: 315 I 782-6100- Watertown, New York
WHOLESALE LUMBER
TELEPHONE
617•581·0750
EASTEII SPliCE
EASTEII PilE
~~)>~,. SOUTHEII PilE_._.,. o,.~
_,..r
7111. NAH"'t41•
MSR Inc.
Mason Supply Reserve
Plastic Pipe
Brick
Fibre Pipe
Sewer Pipe
Natco Flue;
Transite
Vermont Slate
New York State Bluestone Flagging
Veneer - Treads - Hearths
WHOLESALE DISTRIBUTORS EXCLUSIVELY
Area Code 203
327-9280
Warehouse: 1 Dock Street
Stamford, Connecticut
59
He is survived by his wife, Mrs. Anna
O'Neil Riedel; a son, Bradley N ielson,
and a daughter, Gail Nielson. both of
Bridgeport; a brother, John R. Riedel
of Shelton; two sisters, . Mrs. Alice Zerodie of Bridgeport, and Mrs. Mary
Thompson of Fairfield.
CALENDAR OF EVENTS
National Home Improvement Month
May
Ma y
8-10
National Particleboard Association
Semi-Annual Meeting
Ojoi Inn, Ojoi, Col.
May 2 7-29
American Hardboard Association
Semi-Annual Meeting
The Roya l Orleans, New Orleans, La .
May 27-29
National American Wholesale Lumber Association
77t h Annual Meeting
The Broodmoor, Colorado Springs, Colo.
June I 8
Four County Lumber Dealers Association
7th Annual Meeting
Nevele Country Club, Ellenville, N. Y.
Aug. I 8
Massachusetts Retail Lumber Dealers Association
6th Annual Outing
Blue Hills Country Club, Canton, Moss.
Vermont Retail Lumbermens Association
39th Annual Meeting
Basin Harbor Club, Vergennes, Vt.
Sept. 5-6
Adirondack Re tail Lumbermens Association
Ann ual Meet ing
Sagamore Inn, Bolton Lending, N. Y.
Sept. I 2- I 4
New Hampshire Retail Lumbermen' s Association
41st Annual Meeting
Mountain View House, Whitefield, N. H.
Sept. I 6
Re tail Lumber Dealers Association of Moine
37th Annual Meeting
Sebasco Lodge, Sebasco Estates, Me.
Sept. 29-0ct. 2
National Hardware Show
24th Annual Exhibition
The Col iseum, New York City
Oct. I 4
The Lumber Dealers' Association of Connecticut
78th Annual Meeting
· Pork Pla za Hote l, New Hoven, Conn.
Oct. 29-3 1
Hardwood Plywood Manufacture rs Association
Semi-Annual Fall Conve ntion
Boston She raton Hotel, Boston, Moss.
Obituaries ...
RAYMOND C. HEMINGWAY, JR.,
manager of the Portland, Me., branch
of Brockway-Smith-Haigh Lovell Co.,
died March 23, 1969, at the age of 49.
Mr. Hemingway served with the U.S.
Army in World War IT in the European
T heater. He retired as a major from
the Maine National Guard after 20 years
of service.
He was a member of the Trinity Luthera n Church, the Un ited Commercial
Travelers, the International Order of
Hoo-Hoo, Harold T. Andrews Post,
Maine Truckers Association, and was an
honorary member of the Military Order
of World Wars.
Besides his parents, Raymond C. and
Ruth S. Hemingway, he is survived by
his wife, H ilma C.; a son. Raymond C.
III; two daughters, Brenda and Colene
Hemingway. all of Westbrook ; three brothers, A lbert and Harold of Portland and
Donald o( Rochester, Mich.
60
NEWS·NOTES
by Bob Bangert, P. 0. Box 1294,
Syracuse, N. Y. 13201
Empire State Lumber Salesmen's Association
Annual Spring Outing
Wayne Hills Country Club, Rt. 3 I, Lyons, N. Y.
J une I 9
Sept. 3-4
EMPIRE STATE LUMBER
SALESMEN'S ASSOCIATION
GEORGE F. KELLOG, President of
the Mahopac Supply died March 31,
1969, at the age of 58.
A resident of Mahopac since 1924,
he was graduated from the Mahopac
High School and the Poughkeep~ie Business Institute. He was a member of the
Holy Name Society of St. John, the
Evangelist Church, Mahopac, the Mahopac Volunteer Fire Department and the
Putnam County Health Asociation.
ln addition to his wife, Mary, Mr.
Kellog leaves his stepmother, the former
Carrie Elliott; two children, Sister Mary
Veronica and Mrs. Paul Hebert; and
two sisters, Mrs. James Travis and Mrs.
David Robertson.
* * *
CHARLES F . RIED EL, former
vice president of the Fairfield Lumber
and Supply Co., Fairfield, Conn., died
January 14, 1969, at the age of 64.
A lifelong resident of Fairfield, Mr.
Riedel was employed 48 years with the
Fairfield Lumber and Supply Co., where
he was vice president and operations
manager. He was also a member of the
St. Thomas League.
It gives me great
pleasure to introduce your new
President for the
coming year. E.
David Traub was
elected President
of our Association
at the Ann ual
Meeting held in
Rochester on March 18 as reported
last month. Dave has been associated with the Iroquois Door Company
at Syracuse for the past twenty years
and has been a member of our Association since 1955, serving the members as Committee Chairman of several June Outings and Spring D inner Dances. He enthusiastically supports the true purpose of ou r Association . . . "A friendship bond
among salesmen of building material
to further the progress and development of our industry."
Dave resides at 120 Sargent Lane,
Liverpool, N. Y. with his wife
Eleanor. This household also includes four boys . . . Craig, Gary,
Brian and Bruce. The Traubs are
communicants of the Liverpool Methodist Church where Dave serves
weekly as a financial officer.
A graduate of Liverpool High
School, year of '47, he continued his
education and graduated from Central City Business Institute. During h is school days, Dave enjoyed
participation in all sports with his
fondest memory of being named to
the Syracuse Herald Journal "All
County" in football.
His further interest in sports is
recognized by active participation as
coach in both Liverpool Little League
and Babe Ruth Baseball. Presently
he is Vice President of Liverpool
Little League. He has served as
Treasurer of Liverpool Elementary
Parent Organization. Dave has also
supported the Northeastern Retail
Lumbermens Association as instructor
for the subject of Millwork durin g
the past eight years at Syracuse University.
On the social side, Dave and
Eleanor are past Presidents of the
Liverpool Cotillion and when time
permits the family enjoys vacationing
at a private retreat in Canada.
I am certain Dave will continue
the success of our Association and
will receive the active support from
all members that our past Presidents
have had.
NATIONAL LUMBER CO., INC.
1100 Seneca St.
Buffalo, N. Y.
Phone: 716-823-0048
Warehouse - Carload - Truckload
Distributors for:
- buy of the man on the job--
Ralph Ostrander notes that he is
leaving Florida on May 12 for a
slow detouring trip back to Schenectady. He feels sorry for all we
working taxpayers!
BRUCE FLOORING PRODUCTS
BRUCE-PLY HARDWOOD PANEl.ING
BRUCE-PLY PRE-FINISHED MOULDINGS
Z-BRICK PRODUCTS
UNFINISHED OAK, MAPLE & PARQUET FLOORING
WAL-LITE PLASTIC COATED WALL PANELS & MOULDINGS
MACCO CONSTRUCTION ADHESIVE
LAMINATED BEECH COUNTER TOPS & BACKSPLASHES
(20 I) 3 82-5200
~
-buy of the man on the job--
The Annual Dinner Dance last
month in Albany was a terrific success, and the credit goes to Kenneth
Sierleja and Bill Christian for a job
well done. They had some real
problems to overcome so it was no
snap. The attendance was great,
the music sweet, the food delicious,
and I'm sure all who attended had
a wonderful time.
MEMBER
BILDIS~O
WHOLESALE DISTRIBUTORS OF BUILDING PRODUCTS
Moiling Address:
POST OFFICE BOX " B"
RAHWAY, N.J. 07065
Delivery Address:
7 CRAGWOOD RD.
AVENEL, N.J .
-buy of the man on the job--
Our next function is the Spring
Outing which will be held at the
Wayne Hills Country Club (between Newark and Clyde) on June
18, and a committee being headed
by Joe Fisher, Julius Fekete and Bill
Schell will arrange all the necessary
details. This is a great course, and
the Club has always shown the
"mostest" in hospitality and cooperation. Get a foursome together and
get your reservations into me as soon
after you receive notice as possible.
If you can't get a group .. . come
alone ... we'll make up a foursome
for you. If you don't play golf, come
:tnyway . .. with all the other events
taking place all day long there is
plenty to enjoy.
-
HOLBROOK LUMBER CO.
ALBANY, NEW YORK
P. 0 . BOX 5229
PHONE : 1-518-489-4708
From the North, East, South and West
"NAME BRAND" LUMBER & PRODUCTS
FROM RELIABLE MILLS
"THE
-
-
Manufacturers of
ALUMINUM
PRODUCTS
buy of the man on the job--
by
AS-KEL
buy of the man on the job--
buy cf the man on the job--
See you all at Wayne Hills ...
The lady oyster had just returned from
her first date with a lobster, and was
telling her friends about it
"He was wonderful," she confided.
"First he looked deep into my eyes, then
he put his arms around me, then he . ."
A look of horror crossed her face.
"They're gone!" she shrieked. "My
pearls!"
COSTS
LESS"
DID YOU PLAN FOR THE SPRING!
The welcome hand goes out this
month to Frank Martley, from McKownville, N . Y., representing the
Harry Campbell Sons Corp.
George Mayfield, National Lumber Co., is recuperating at home after
a serious operation and I am sure
would appreciate hearing from you.
Drop a note to George at 266 High land Ave., Hamburg, N. Y.
BEST
KASSON and KELLER Inc. FONDA, N.Y.
SERVING YOU WITH SERVICE SINCE 1946
Ad Mats Available:
Sell White Products.
Contact our representative or
Moil in Coupon for Information.
Please send me information:
Nome ----------- --- ----Address ___ _____ - - - - - - -- -
HYSTER LIFT TRUCKS
Three Models Available
1966 Model H60C , 6000 lb. capacity, pneumatic
tires, 146" lift LP Gas, 42" f orkS
1966 Model H80C, 8000 lb. capacity, pneumatic
tires, 146" lift, LP gas, 42" forks
1966 Model HI OOC, l 0,000 lb. capacit y, pneumatic tires, 146" lift, LP gas, 48" forks
All models equipped with famous Hysler Oil Clutch.
Available Ear ly May from our Rental Fleet.
Call or write Joe Kulbocki, Soles Monager
Phone Collect (716) 684-9040
RAUSCH
EQUIPMENT CORPORATION
4311 Walden Ave., Lancaster, N. Y. 14016
61
CLASSIFIED ADS
FOR
Replies should be sent to Department Number listed
cjo THE LUMBER Co-oPERATOR, 339 East Avenue, Rochester, N. Y. 14604
HELP
WANTED
Openings Available: A progressive, expanding firm in Southern New Hampshire has attractive openings for Inside
Sales, Outside Sales, Kitchen and Remodeling Dept., Estimating and Costing.
Good starting salary and fringe benefits
including comprehensive insurance program.
Excellent advancement opportunities. Experience desirable. Reply to
Dept. 1890.
Experienced counterman for retail building material and hardware. Good salary
and benefits. Opportunity for advancement. Contact L.H. Price, Sr. , Ridgefield Supply Company, Ridgefield, Conn.
Telephone 203-438-2626.
HELP
WANTED
Experienced lumberman needed immediately for retail sales counter work. Excellent chance for advancement. Contact:
Kelly-Fradet Lumber Co., Inc., 557 N.
Main Street, East Longmeadow, Mass.
01028
Manager for Retail Lumber and Hardware Store. Must be capable to handle
managerial duties and customer relations. Location in Western New York.
Reply to Dept. 1886.
Experienced person to take charge of
all office details and an assistant. Reply
to Dept. 1850.
MANUFACTURERS' REPS WANTED
Long established vinyl asbestos flooring manufacturer has open:ngs in the
following territories: Long Island, New Jersey, Pennsylvania, New York State,
Ohio, Alabama, and Georgia.
EVER-TEX, INC.
Mill Street
Cranston, Rhode Island 02905
Phone: 401-941 -9200
POSITION
Experienced Retail Lumber Yard Manager. 17 years in Sales and Management positions in service yards. 5 years'
managerial experience in Cash and
Carry Yard. A proven record in profitable volume building in both types of
retail lumber business. Reply to Dept.
1893.
WHOLESALE LUMBER SALESMANThorough knowledge of cargo and rail
lumber business. Prefer combination of
cargo and rail sales in New York-New
Jersey area but will consider suitable
proposition elsewhere. 15 years of solid
experience, including approximately 5
years as manager of cargo distribution
yard. Reply to Dept. 1887.
Experienced Lumberman. Solid background management, purchasing, sales,
manufacturing. Lumber and millwork.
Wholesale or retail. Reply Dept. 1889.
Built-In Ideas
Twenty-six ideas for storage builtins are shown in the full-color booklet, "Storage," available from Western Wood Products Assn., Dept.
519-P, Yeon Bldg., Portland, Ore.
97204. Enclose ten cents for each
copy.
62
WANTED
MILLWORK ESTIMATOR, SUPERINTENDENT & MANAGER. Age 48,
sober, college, 25 years' experience, can
relocate. Phone or write to Fred Wells.
806 W . Frances, Appleton, Wise. 414739-4979.
Manufacturer's Representative Available
- Retail Executive (55). 30 years' top
notch experience with leading companies
in all phases of merchandising, sales promotion, sales training, desires to represent a quality line of hardware or building material specialty items in New
England area.
Seeking maufacturer
wanting full attention for maximum
business and distribution. Reply to
Dept. 1885.
Millwork Specialist seeks position with
wholesaler or large volume yard in management or sales. Repl y Dept. 1888.
SALE
Lumber and Building Supply Business
in Northern New York State. Includes
main building, shed and living quarters
on approximately 3 acres. Owner has
other interests. Reply to Dept. 1891
Retail Lumber Yard in heart of Catskills. Growing area-main highway.
Forklift operation, truss mover. Reply
10 Dept. I 892.
Capitol
Troy),
Yard.
price.
Owner
District (Schenectady, Albany,
Lumber and Building Supply
Will sell or lease at reasonable
Annual volume over $500,000.
to retire. Reply to Dept. 1894.
Increase sales to consumers with proven
merchandising forms that answer questions, give prices and relieve salesmen of
fumbling right when the customer is
ready to buy. All 14 forms now in use
for ordering cabinets, combination windows and doors, etc. Send $5 to: Lloyd
Lumber Co., 45 S. Gleneida Ave., Carmel, N.Y. I 0512. Send check with
order for a copy of the new Employeas
Handbook.
I 000 IDEAS $1 0-Advertising-promotion ideas retailers are using to boost
sales. Gathered from across the country
quarterly. Hundreds of ads mailers
stunts fully illustrated. $I 0 ye~rly. Send
check or we'll bill. AdApt, Dept. P,
124 Adelle. Fer~uson. Mo. 63135.
Decals, Signs, Labels, Badges, Plaques,
Awards, Trophies, Truck Signs, Advertising Signs, Free Catalog. Samples. Seton Name Plate Corp., Dept. LC, Box
1331, New Haven, Conn. 06505, Phone
(203) 772-2520.
In a fast expanding area of Buffalo. A
well located Retail Lumber Yard with
railroad siding available. Included are
mill facilities and machinery together
with inventory at cost of stock on hand.
Land area 11.4 acres. There are about
10.000 sq. ft. of prime quality concrete
buildings and I 000 sq. ft. frame and
concrete offices and showroom. The
property was recently appraised at $150,
000. Present owner is retiring and will
cons;der all offers. Contact EARLE B.
DAUM. Realtor, 136 N iagara Falls
fln•1levarrl . Buffalo. N.Y. 14214.
Small millwork manufacturing buainess northern New England. State
sponsored lease/purchue plan will
permit charge-off of most of eost.
RPTtl:v to DP.pt. 1791.
Lumber and masons materials yard and
hardware store. Located on a heavily
traveled State highway in central New
Jersey. In a trading area of 150,000.
2 to 4 acres available. 12 years' sales
average $450,000.00. Reply to Dept
1852.
Softwoods Dominate
Four times as much softwood lumber as hardwood is used in America.
Predominant in construction, softwoods come from the needle-bearing
trees, such as firs, pines and spruces.
Broad-leaved trees yield hardwoods,
which go into furniture, flooring,
paneling and the like.
Lumber Output
Twelve western states produced
22.6 billion board feet of softwood
lumber in 1968, more than 70 per
cent of the nation's total and enough
to build 2,260,000 average size
homes.
NORTHEASTERN Retail Lumbermens Association
Established 1894
Terms Ending Janua ry 1972
339 East Ave., Rochester, N. Y. 14604
RICHARD T. GALLUP
Gollup-Lumbertown, Inc., Plainf ield, Conn.
Tel. 716-325-1626
OFFICERS
President
MALCOLM J. DUNSMORE
Suncook Lumber Corp., Suncook, N. H.
HISSIE GROSSMAN
Grossman's, Braintree, Moss.
EARL L. T. HYTRON
Hytron Lumber & Supply Co., Inc.,
N. Syracuse, N. Y.
EDWARD J. McDERMID
Forntier Lumber Co., Inc., Buffalo, N. Y.
Vice Presidents
FRED F. DALLAS
Regal l umber Co., Falconer, N. Y.
JOHN HINCKLEY
John Hinckley & Son Co., Hyannis, Moss.
ROBERT K. CURTIS
Curtis lumber Co., Inc., Ballston Spa, N. Y.
ARTHUR D• .ANDREW
l . C. Andrew, Inc., S. Windham, Me.
Treasurer
RUSSELL L. FISH
The Welch Co., Scituate, Moss.
Executive Vice President
HORACE G. PIERCE
339 East Avenue , Rochester, N. Y. 1-460-4
Association Staff
M. C. "BEN" BOLDT, Executive Asoistent
Rochester, N. Y.
JAMES E. DUNBAR, Regional Manager
9 Winding Brook Dr., Fairport, N. Y. 1-4-450
Tel: 716-377-2928
DONALD K. LUDINGTON, Regional Manager
1360 N. High St., East Hoven, Conn. 06512
Tel: 203--467-69-43
J. N. "JACK" CLOUGH, Regional Manaeer
689 North Pearl St., Albany, N. Y. 12204
Tel: 518-465-6374
JAMES K. BAKER, Regional Managar
179 Timberbrook lone, Penfield, N . Y. 14526
Tel: 716-381--4836
HAROLD L. MOULTON, Regional Manaeer
P. 0. Box 113, North Hampton, N. H. 03862
Tel: 603-964-6324
PHILIP J. W£LCH, Regional Manager
10 Mill Rd., Mendon , N. Y. 14506
Tel: 716-62-4-2684
Executive CommiHee Members-at-Large
.ALLEN D. RUGG
Rugg l umber Co., Greenfield, Moss.
JAMES W. SMITH
The Com ing Building Co., Inc., Corning, N.Y.
Consultant and Advisor
PAUL S. COLLIER
Rochester, N. Y.
DIRECTORS
Terms End ing January 1970
.AXEL .AXHOJ
Winney Hill lbr. Co., Inc., Oneonta, N. Y .
FREDERICK B. BROOKS, JR.
Newell Cool & lumber Co., Pawt ucket, R. I.
SHERMAN H. BROWN
The Brown lumber Co., Naugatuck, Conn.
MALCOLM L. DONALDSON
H. S. Locke & Son Co., Needham , Moss.
JERE S. FOX
N. T. Fox Co., Inc., Portland, Me.
HARLAND C. GOODWIN
Diamond Notional Corp., Dover, N. H.
EDWIN F. HENRY
E. C. Henry, Inc., Ticonderoga, N. Y.
HERBERT KATZ
General Builders Supply Co., Norwood, Moss.
RICHARD L. PERRY
Goodro lumber Co., East Middlebury, Vt.
LOUIS H. PRICE
The Ridgefield Supply Co., Ridgefield, Conn.
ALFRED SANTELLI
Santelli Lumber Co., Inc., Lyons, N. Y.
FREDERICK A. STAHL
Rochester Lumber Co., Rochester, N. Y.
ADVERTISERS IN THIS ISSUE
a American Aluminum Window Corp. __ 57
a Anchor Sales Corporation _________ 57
a Babcock- Buffalo Lumber Corp. _____ 24
a BILDISCO ----------- - -- ----- ----61
a Brockway-Smith-Haigh-Lovell Ca. ----25
a Caldwell Manufacturing Company --- 3
a Certain-Teed Products Corporation .• 15
a Classified Advertising _____________62
a Coronls Framing Systems, Inc. _____ 49
a Cotton-Hanlon, Inc. _______ ___ ___ _39
a Cross, Austin & Ireland Lumber Co .• 59
a Dorworth Incorporated -- - ------ 9, 10
a Dealer Merchand ising Service _______ 13
e Decatur Hopkins Bigelow Dowse Co... 23
a Deniston Company --------------- 22
a Diamond National Corporation _____ 29
a A. C. Dutton lumber Carp. _______ _53
a Th e Flintkote Company, Pipe
Products Group ---------------- 1
a Georgia-Pacific Corporation -------- 7
a Harroun lumber Corporation _______ 59
a Holbrook Lumber Company ___ _____ 61
a laurence F. Howatt ------------- - 59
a Ideal Company, Div. of Certain-Teed
Products Corp. ----------------- 15
a Iroquois Millwork
Corporation __ ____ Insi de Front Caver
a Kasson & Keller, Inc. - ---- ---------61
• Kemper Insurance ________________ 30
a le Syndicat de Normandin
Lumber ltd. -------------------63
a The lumber Mutual Fire
Insurance Ca. ____ Inside Back Caver
a Mason ite Corporation --- -------- - - 5
a Mason Supply Reserve __ __ ____ ____ 59
a W. H. Maze Company ------------51
• National Home Improvement
a
a
Terms Ending January 1971
a
VINCENT H. BRESCIA
Brescia Cool, Feed & Lumber Corp.,
Montgomery, N. Y.
KENNETH R. LATHAM
latham Sros. lbr. Co., Inc., Mineola, N. Y.
HAROLD R. MYERS
H. R. Myers l umber Co., Boonville, N. Y.
fREDERICK A. POLAND
Wood, Inc., Worcester, Moss.
VERNE R. SPEAR
Spear Lumber Co., Inc., W. Suffield, Conn.
ORlAN F. WElL
J. C. Well Co., Inc., Lancaster, N. Y.
a
a
a
a
a
a
a
e
•
Council, Inc. --- -------------- - - 64
National lumber Company, Inc. ____ 61
Northeastern Group Insurance
Trust Fund --------------------41
Northeastern Retail Lumbcrmens
Association --------- 13, SO, 52, 55
Pacific lumber Company 33, 34, 35, 36
Pak-Wik Corporation - ------------ - 31
Pennsylvania Lumbermens Mutual
Insurance Ca. _____ Inside Back Cover
PRO Hardware, Inc. ______________ 23
Rausch Equipment Corporation _____ 61
The Retail Lumber Dealers
Foundation _____________ _____ •• 58
Rose, Kim ball & Baxter, Inc. ____ __ 23
Superior Column & Distributing
Co~ In~ ----- - ------- ----- ----63
Tarter, Webster &
Johnson -------------- Bock Cover
• watta·crete company, inc. _____ ____ 53
Spruce Manufacturer
Faat Truck Delivery
K. D. 2 x
-4 1 X 5
-4 X -4 1 X 6
-4 X 6 1 X 7
3
X
4 & 2 x 6" a vailable
1 X 3H 2~ and 2~"
2 X -4 60% 16
2
X
4
X 7' and 8'
and Pre-cut
2 x 3" x 7' x 8' and R. L.
Call Collect Codo 514 731-1549
I.e Syndicat de Normandin
Lumber Ltd.
Montreal, P. Q.
"YOUR MONEY MAKERS" FOR MAY
ARE THESE NEW PROODUCTS
FROM SUPERIOR COLUMN :
Closet Organizer Kits
Beouty Wall Modular Shelving
Castaway Refuse Sack System
Filon Fiberglass Panels
Moe-Toe Self Adhesive Vinyl Covering
Weldbond Adhesive
Ask your Superior Salesman for more
information or call us collect ot
617-884-7070
SUPERIOR COLUMN & DISTRIBUTING
CO., INC.
201 Maple St.
Chelsea, Mass. 02150
A new, four color illustrated room idea
booklet is now availa ble to lumber and
bu ildi ng materials dealers from The Celotex Corporation, Tempo, Flo.
Model rooms feature the company's
hardboard paneling and ceiling products,
and the recently introduced Rustic Beams
of lightweight, rigid polyurethane.
Among the room sett ings shown ore
a suggested treatment of a room in a
" second h ome" or vocation retreat, a
learning center for home study, and a
room divided to accommodate two boys.
For further inform::Jtion write: The
Celotex Corporat ion , 1500 North Da le
Mabry, Tampa, Florida 33607.
The new "spice series" of Royolcote
Pecan paneling is designed to odd zes t
to rooms. An attractive, color-ill ustrated
folder pictures and describes Ginger,
Sage, Nutmeg and Sugar Pecan panels
in room vignettes. Shown ore the worm
tones and the wider, bolder groove des ign developed to harmonize with fabrics,
carpets and furniture.
For a free copy,
send a postcard to Ma sonite Corporation,
Box B, Ch icago, Ill. 60690. Ask for
"Roya !cote Pecan Paneling, " Form No.
68102.
*
Data on the u se of hardboard partiti ons for sound control in n ew construction a nd remodeling for homes, apartm ents, motels, institutions and commercial build ings ore reported in a new
eight-pag e booklet available free of
c harge from the American Hardboard
A ssociation, 20 North Wacke r Drive,
Chicago, Ill. 60606.
The booklet, " Hardboard Partitions for
Sound Control," reports the results of
tests conducted on ha rdboard and o ther
wall partitions by the Riverbank Acoust ical Loborotones, Geneva, Il l., in whi ch
hardboard panel ings performed satisfacto rily o s o sound-resistant materia l.
63
Here's how N.H.I.C.
works for you ...
to help you get more home improvement sales.
N.H.I.C. works to increase
the market
N.H.I.C. works in your
local market
Learn more about the National
Home Improvement Council
The National Home Improvement
Council was created for the sole purpose of expanding the remodeling
market. As the representative of all
segments of the industry-builders,
dealers, contractors, manufacturers
and associations- it encourages
home owners to enjoy better living
through home improvement.
In cooperation with you, N.H.I.C.
can set up a program to stimulate
home improvement in your area.
N.H.I.C. will provide full details on
such promotions as a home improvement school, special newspaper sections, a Home Improvement Time
and many other promotions. By displaying theNational Home Improvement Council sticker on your door,
you reap the benefit from a nationwide program which directs home
owners to N.H.I.C. members as reliable home improvers.
Fill out the coupon below for further information about the N.H.I.C.
. .. and your free copy of "The Challenge of the Great Society to the
Home Improvement Industry."
0
N.H.I.C. is active in many
vital areas
N.H.I.C. meets with FHA, congressional committees and industry
leaders on your behalf to recommend
programs to stimulate home improvement.
• It holds management clinics for
local businessmen to help them
create successful home improvement
promotions.
• It publishes remodeling training
manuals, reports industry trends with
a newsletter and has distributed thousands of training courses to remodelers by mail.
• Through a comprehensive public
relations program, it reaches national
magazines and countless newspapers
with feature stories on the advantages of remodeling.
• It distributes booklets by individual
industries directed at increasing the
total home improvement market.
N.H.I.C. helps you directly
It helps you make more sales and
profits by giving you an opportunity
to work with other leading firms on
the industry level. You can use the
Council as an advisory service to
keep abreast of developments ... participate in education, publicity, promotions and public service programs.
In short, it is the quickest way to
develop more sales and profits in the
multi-billion home improvement
market.
Akoa Building Products, Inc.
Aluminum Siding Association
American Gas Assodatlon, Inc.
American Plywood Association
Andersen Corporation
Bird & Son, Inc.
Certain·Teed Products Corporation
Electric Heating Association, Inc.
Evans Products Company
The Jo' lintkote Company
}' orest Fiber Products Company
Formica Corporation
GAF Corporation
Gas Appliance Manufacturers
Association
Georgin·Pncific Corporation
Home Improvement Marketing
Consultants, Inc.
Howe Beautiful Magazine
JDS Credit Corporation
Johns-Manville Salts Corporation
Kaiser Gypsum Company, Inc.
Masonite Corporation
Middle Atlantic Lumbermens
Association
National Gypsum Company
National Lumber & Building Material
Dealers Association
Owens·Corning Fiberglas CorporaUon
Philip Carey Corporation
Sears, Roebuck & Company
Slandard Screw Company
The Tappan Company
United States Gypsum Company
U.S. Plywood·Champion Papers In~.
Westinghouse Electric Corporation
Weyerhaewer Company
Whirlpool Corporation
What about a home 1mprovement school for your community?
N.H.I.C. has all th e dclaols and will help you
pr~duce a hard hotllng sales.producong event.
1956-1969
13 YEARS OF SERVICE
TO THE INDUSTRY
In 1968 approximately $12,000,000,000was spent for
home modernization. Sources indicate a $69 billion
backlog of modernization exists in the United States,
with an additional $16 billion developing each year.
------ ---~-
FNational Home Improvement Council, Inc.
11 East 44th Street, New York, N.Y. 10017
Gentlemen: Please send me additional information
on how I can capture my share of the upcoming $14
billion home improvement market.
I
I
I
I
I
64
The activities of N .H.l.C. are supported by
the following organizations, among others:
NAME .............................................. . .... .
WOUlD YOU···
COUlD YOU EVER···
NEGlECT
WEEDS AND
TRAS-H
•
We hope not. But you can certainly depend on
Kindlin Wood, The Human Fire Hazard, to neglect
them. After all, he never sets a very good example.
you can rest assured you are helping to prevent
costly and destructive fires.
That's why we urge you to remember this basic
rule for fire prevention: a clean yard seldom
burns. So - cut down those high weeds and tall
grass. Rake up the trash. In the first place, you' ll
enjoy seeing your yard ship-shape. Better still,
And here's another good idea. Whenever you
need specialized help in developing a sound
insurance plan adapted to the individual needs
of your company, please call us. We're here to
help you with experience and service that all
began in 1895.
Pennsylvania Lumbermens
Mutual Insurance Company
The Lumber Mutual
Fire Insurance Company
PLM Building, Philadelphia, Pa, 19107
575 Technology Squar e, Cambridge, Mass, 0 2 139
• Affiliates/ American Forest Products Corporation
TW&J FOREST PRODUCTS
Manufacturers and distributors of quality wood products for the Nation's construction industry since 1910.
Nationwide shipments - boards, dimensions, plywood, millwork, mouldings and specialty
AMEfi~~~..r~~m
products- in a variety of western species. Your nearby source of supply for plywood and PRooucrs coRPoR•rloN
other building products is * Green Mountain Box & Lumber Corp., White River Junction, Vt .
TARTER, WEBSTER & JOHNSON,* P.O. Box 3498, San Francisco, California 94119

1969 MAY

Transcription

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