Cypress and Redwood-Two Lessons for Lumbermen

By Jack Dionne

Cypress and Redwood are frequently mentioned in concert, for they have much in common.

Several years ago that powerful proponent and expo_nent of forceful merchandising, Robert H. Iiownmaln, of Niw Orleans, delivered an address to the Redwood manufacturers of California, and he said to them that the time was ripe for them to get busy with a big advertising and merchandising campaign, because Cypress production was on the wan6, and only Redwood could replace it.

And today the Cypress and Redwood markets are worth thoughtful consideration.

For today Redwood is in better fix than any other American softwood-would be in far better "ot ditiot than ANY American wood, had not the great flood come along to send the hardwood market rocketing upward.

At the time Mr. Downrian gave his advice to the Redwood men, the Redwood situation was anything but sunny, wtrite Cypress was ridingthe crest of the wave, looked up to by all lumbermei, and pointed out ai the blazer of the merchandising trail in the lumber industry.

Cypress started the business of advertising and merchandising, and it brought them a hugJ ieturn. Cypresd became the most desirid of woods, brought a goo-d price all the timei*as always in demand, and good times or bad, th9 Cypress men made a big p--rofit. They advertise-tl everywhere. Advlrtising was_ their life blood. They spent a dollar a thousand on their production to create a market.

Then Cypress, surfeited with prosperity, slowed up. The dues were rapidly reduced. The advertijiirg was dropped very fast. Cypregg began tryinq to-run on momentum. And then the thing-happened. - The momentum s-uddenly,ceas_ed. An_d the first thing they knew that wonderfil Cfiress industry found itself short of orders. It has been that way l-ow for a year. The -Cypress men iuddenly awakened to the fact that you can't quit. You have to keep on keePing on.

As Wrigley the gum man said once: "I don't know whether advertising is a business, an art, o, " ftiitt"". itt I know is that when I advertise I sell gum, and when I stop- advertising I stop selling gum." Cypress has learned that. And the other day they met in New Orleans-and increase?-the dues-to 25 cents a thousand so that they can start more ad"-uttiri"g. That's where George Watson and Robert Downman and Bernie Williams and the othei ring-leaders, got them started twelve years and more ago.

And Redwood. Two years ago the Redwood market was rotten,. And Redwoo9 Bot busy, advertising, merchaniising, irarket_developm€nt. And-today, with other lMest Coast wo6ds ngfrting f,ard for breath,-Redwood is booming, the demand is tar greater than the producti|n, aid prices are yery satisfactory. _Things have changed in the comparative iosition of'Cypr6ss and Redwood. The way Redwood is doing, the whole lumber indusiry will be watching its progress from now on.

Cypress set the lumber world a6re, and then let down. Redwood can profit by that example.