EVERYTHING IN HARDWOODS WHOLESALE tEsTERlt H[Rllt00lt tuitBER c0.

A Sales Offensive for This Side o[ the Atlantic

Washington, Oct. 5,-In a statement prepared today for the current issue of the Lumber Letter, monthly inter-industry business reporter, Wilson Compton, secretary and manager of the National Lumber Manufacturers Association, urged those engaged in the building business to meet the sales challenge offered by America's rapidly changing industrial pace.

"Opportunism is the art of recognizing and taking advantage of favorable situations which come our wav. One of those 'situations' I think is in prospect.

"The European tvar has had a far-reaching effect on the economic life of the United States. Events of the last 60 days have altered the outlook for all industry. The rate of industrial activity in' the last two months, as shown in the Federal Reserve Board index, has mounted from 100 to 120. It is still mounting.

"Home building is not a war industry. But our market for small homes is dependent largely on incomes coming from other industries which are directly concerned with war trade.

"American business is now operating at a rate of production evidently the highest in ten years. This promises an increase in national income of the United States in 1940. More people will have more money. Fewer persons will be unemployed. If history repeats there will be a wider disposition to spend because of expected advancing price levels.

"Where will this money go? The answer will depend largely upon the salesmanship of the various non-war industries.

"Next year's extra funds may go for new automobiles, washing machines, radios and jewelry. It will not go into new and better homes for more people unless. the building industries are able to convince more Americans that a New Home is the Best Investment.

"Our own industry-manufacturers, distributors and retail lumber merchants alike-has made progress during recent years toward "Better Selling". For the first time in a quarter century-in the national aggregate-it is holding its own in competition with other industries and other materials. Furthermore, it has taken a leading part in mobilizing the interest and effort of the home-building industries toward More Ifouse for the Dollar. Only today we have received from one of the great Merchant Builders on the Atlantic C.oast notice of a large neza building project to supply modern small homes at $2500, financed under the new liberal F.H.A. Title I terms. War time is retarding some building but it is stimulating others.

"For years the lumber industry has been looking for a chance of this kind: A Sales Attack; not a Sales Defence. This depends on Sales Preparedness. Those who sell homes and materials for homes must do that job !"