Advertising of Hemlock to be Featured in May

Bureau Has Plans Laid for Second Phase of Trade Promotion Work

SEATTLE, WASH., April l5.-West Coast hemlock, second in quantity of standing timber among' the four big trees along the West Coast, will be introduced during May to the American public through advertising in 50 publications, according to plans announced by the West Coast Lumber Bureau, this city. Using the same method found so successful a year ago lvith Douglas fir, the Rureau plans with this nation-wide broadside to give the American public the important building facts in connection with this most useful species.

To Use the Same Method

"A year ago only a few foresters knew the name 'Douglas fir.' Today the name is known throughout the world, even by the school children," the Bureau declared. "'We plan to give the same kind of publicity to West Coast hemlock which for many purposes is the superior of any softwood obtainable in America and which for ordinary construction uses, such as home or barn building, is the equal of any wood now sold."

This campaign for West Coast hemlock is designed to give specific and complete information on this species of hemlock which grows only in the forests of the Pacific Northwest. The trade promotion plan includes advertising, literature and field work, all coordinated to get the most satisfactory results. These three branches of the plan will, the Bureau believes, reach retail lumber dealers, architects, engineers, builders, industrial concerns and the lumber consuming public in general.

Will Begin In May

The national advertising campaign for West Coast hem- lock will begin with the May issue of home builcling, architectural building, technical and lumber trade jorrrnals, using copy similar to the large advertisement reproduced in this issue. Tied up with this national campaign will be a series of advertisements for the use of retail lumber dealers in their local papers. These are designed to aid retailers to actually merchandise and sell West Coast hemlock. They rvill follow the same general design and plan of those on Douglas fir which the Bureau has been furnishing during the past year.

Hemlock Booklet to Be Issued

The advertising will be supplemented by distribution of the second of the Bureau's major series of booklets, "West Coast Hemlock-Its Qualities and lJses." This booklet rvill be well illustrated and written from both a technical and a popular viewpoint. All the information available on West Coast hemlock, its service for general construction, its use for finer wood working, and its value for industrial trade and wood using plants will be included.

The booklet will be distributed in the same way as "Durable Douglas Fir," free of charge to retail dealers and all Iumber users. It will also be furnished in quantities to dealers for distribution to their customers.

Special efforts will also be made by the Bureau's staff of field engineers in cooperdtion rvith the sales representatives of member mills to present the merits and uses of West Coast hemlock. This work will be coordinated with the'other parts of the trade promotion program.