Redwood Steps High-'6Better Merchandising" Say Manufacturers

By Jack Dionne

The Redwood situation is fully entitled to conspicuous comment, just at this time. Why? Note these figures.

Week ending April 2nd Redwood mills reporting to the California Redwood Association produced 88 million feet of lumber, chipped 103 million feet of lumber, and SOLD f18 MILLION FEET; week ending April 9th, Redwood production was 95 million, shipment lll million, and SALES 127 tltll I IQt{; week ending April l6th, Redwood production was 102 million, shipmentr 119 million, and SALES 137 MILLION; week ending April 23rd, Redrrood production rvas 110 million, shipments 129 million, SALES 147 MILLION.

Totalc for those fo'ur weekt were Production 395 million, rhipments 462 million, and SALES 528 MILLION.

There nevcr rvas a better month in the hictory of Redwood, and the manufacturers of that commodity are sure proud of it. They point to the fact that in the face of unfavorable conditions in other roftwoodg, Redwood is going strong, and gefting etronger.

The answer? "Better advertiring, better merchandising, better co-o'peration with retailers, better stabilizing effortr, better general effort to make businerg good.tt At least ro sayr Frcd Holmer, of San Fnncisco in a letter to The Cdifornia Lumber Merchant on the subiect.

Mr. Holmes aaye it is simply the result of the fine work and the intengified co-ondinated effort that the Redwood manufacturers operating under the California Redwood Ascociation have been doing for the past two ycars.

And listen, folks!

SIXTY.FOUR PERCENT OF THE ENTIRE SALES CAME FROM THE STATE OF CALIFORNIA! That should surely make the Redwood manufacturers proud, for tlrree years ago it looked as though other woodg were going to run Redwood plumb out of ite native state. That was becau^s€ the Redwood people had overloolced their home territory in trheir merchandiring efforts. But they got mighty b*y, and California has rerponded splendidly to the creative merchandising efforts. Redwood has come home again.

And now, a auggestion. Lumber folkc have alwayt been their own wont enemiec. Every good market in the hietory of lumber wac smashcd from WITHIN the industry, and not from wjthout. let ur hope that the same ster!nS_ iudg,ment that is bringing about thic good Redwood gituation will see to it that avarice does not destroy it. At a reasonable price, a customer ir a custoner. At an unr.,earonable price, he ceascg to be one. He becomcr r<rme otrlrer fcllowtr customer.

Let ur pray for the wirdom of Redwood.

LOS ANGELES HOO-HOO CLUB

Mr. D. R. Davis g'ave an excellent talk on "Aviation of the Future" at the Hoo-Ifoo Club luncheon on Thursday, May 5. R. I\{ilholland was the chairman of the day.

President B. W. Byrne presided over the business session. A letter r,vas read frorn Curtis Williams, the well known Los Angeles wholesaler, recommending that the Club appoint a comrnittee to act as a board of arbitration on matters coming up in the lumber business affecting grievances, complaints, credits, etc. He also suggested, a tlade extension campaign and a publicity program for the use of better building rnaterials for homes.

W. B. Wickersham announced that a Concatenation will be held at Ventura on June 11. The rneeting on June 2 u'ill be Ladies Day and Clifi Estes rvas appointed chairman of the meeting.

Fred Golding will act as chairman of regular meeting to be held on May 19.

C. E. Hayes, Memphis, Tenn., and C. Lake City, u'ere visiting guests.

the day at the D. Schrrfelt, Salt

LEWIS A. GODARD NOW WITH HOBBS-WALL & CO.

Lewis r\. Godard, rvell known Bay District lumberman, is now associated with Hobbs-Wall & Co., San Francisco. as manager of their rvholesale rail department.

Mr. Godard has been connected tvith the lumber business in San Francisco for.the past seven years. He forrnerely represented the Hendrickson Lumber Co.. and about a year ago became a member of the firm under the name of the Hendrickson-Godard Lumber Co.

In his nerv position, he will carry on a general wholesale lumber and shingle business and will make his headqrrarters at the company's San Francisco office.

F. DEAN PRESCOTT A SAN FRANCISCO VISITOR

F. Dean Prescott, Fresno. well knon'n San Joaquin ValIey lumberman, was a San Francisco visitor for a iew days around the first of the month. He was accompanied by Mrs. Prescott. They made the trip to see theif daughtei ofi on a six months-tour of Europe. Mr. Prescott ii the president of the San.Joaquin Valliy Lumbermen's Club.