Report of Advertising Committee

I don't know why President Harry selected me as Chairman of the Advertising Committee, because that is one subject upon which I know nothing at all. However, I have given it some thought, and in consultation with others who are familiar with this game I have made out a chart that I believe might be used in the activities of this organization in the field of advertising. We all know that advertising has been the great Alladin's lamp that has brought in increased sales and profits to other industries, but it has never been applied in any general way for the increase of our sales or our business.

We have all at times felt the very pressing appeal of advertising. We have read articles in magazines and on bill-boards, and listened to the continued repetition of names and slogans, and they have created without ourselves very often a desire to purchase some article that we see advertised. Even in shop windows articles are presented there in very attractive form to induce the separation of money from the passer-by. Some of the practices might be employd to advantage in the mill business. This writing may be so small you may not be able to read it from the back but I will, but I will repeat it as I go along.

I understand the definition of commercial advertising in its true sense is the dissemination publicly of true and correct information about marketable articles for the purpose of increasing their use through sale. The information must be publicly disseminated or else it is not advertising, and the information must be true and correct, otherwise it may simply drop to the status of mere propaganda; and the articles must be marketable, otherwise there would not be any demand for their use, and no demand for their use would result in no sales.

We divide our activities in advertising into a national scope and a state scope. The national scope- you have heard Mr. Stickney speak about the campaign of the International Woodwork Institute. We believe while it might be difficult to place any direct benefit from any such campaign that in the long run the results will prove very beneficial to everyone in the United States who is engaged in the wood working industry. These ads, as we understand it, will be spread through 'the magazines that find their entrance into millions of homes in the United States, and the result will be a general stimulation of the use of articles made of wood by householders builders and others; and whether individually we seem to profit o; not, the great fact is that in the profit that will come to the general industry as a whole, we each of us will have our share. We would first of all give our support to the International campaign through co-operation on the part of our officers, and also to such advice as our experience dictates may be of value to the international publicly and also recommend individual support, as far as we can by bership in the International organization and by subscription to its financial requirements.

Now, the local obligations-the state obligations to the Millwork Institute of California we are dividing into what might be termed a state-wide system of advertising and a system of advertising through local bodies or co-operative organizations.

principal function of the state organization in advertising will be m the as. cove:ed .by Mr. Didesch's report this morning, and that is m the dissemmatlon of a manual or text book on millwork, which in itself would be divided into bulletin service and the service of technical research. Its distribution would first apply to the interested public who will most directly benefit from such service. It is our desire to reach the public which consists of the architects, the builders and the owners, and then to the various schools where woodworking, architectural or manual training courses are conducted.

For the second distribution of this bulletin service and technical research service in the way of direct advertising will be to our own !Dembers to such other interested parties in the woodworking industry which may not be members of this association but to whom it would be to our benefit to have supplied with such information.

Then the further activity of the Millwork Institute of California from its central office would be the furnishing of direction or copy to local bodies. For instance, if somebody in a small town where there '!re only two or three planing mills wished to carry on a local campaign,. such a campaign be directed entirely, or advice could be given as to the best possible way to direct such a campaign The copy could be furnished to such local body through the centrai office of the Millwork Institute of Calif dr co-operative bodies would be situated !i as I say in the smaller centers where ther t a local branch several could group toge tJr · ization for the purpose of advertising. T } be divided into direct advertising and · direct advertising would reach the peo lf1 terested in receiving this information. I 1 advertising· as against the public series press .. Now Mr. Didesch has also cove r mendations of this committee by sugg l • ings with architects and builders. That 1 of advertising-a very effective form be e, direct way the people whom we desire i , · secondly, the furnishing directly of this S: is somewhat akin to the first item, but be furnished through the local body-ti stance, some draftsman in the mill woul b tect the advice that a draftsman in a tecture is taught, or where drafting is t a' character; and then again the third po.,. Didesch, and I think that is a very impP we have always neglected-that is plan t , and builders. I think if we could get out t tising in our towns and our own cities, great deal in the education of the wood u Si and means of getting our mill work. J The next grouping is indirect or pub ! have to be done principally through ne w. our public means of circulation of a J h·d would create locally more or less tra d e e general appeal to the public and stressi service and on cost,-on the quality against the quality of cabinet work an J often done on a job by carpenters; 0 1 by a mill in making this work with ex ; mechanical perfection and beauty, is the relative cheapness of such servi ices rendered; and then the further papers may be what you might sort of a seasonal stimulus. For in ? homely illustration of that and say wh local co-operative bodies would advert more screen doors, sleeping porches a in the pubiic an interest for the use • that would stimulate that business an & Gentlemen, that is the entire report ·. out in this graphic form is so that y!. skeleton plan we have in mind and t : d Gl 1 recognize the matter might be referr o:tn ass-a so the technical director. •

I would like to say it is practically b1nets, etc. mate of cost. For instance, I looked u , paign of advertising in Southern Cal i of the Tehachapi there were 342 local AIT too long. from all of those of course was impos · be taken up properly with some adv think the scope of our appointment us in going to that extent.

I thank you.