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Asmmy
OR
THE ROLE OE ADVERTISING
IN LUMBER MANUFACTURER
AND ASSOCIATION ACTIVITIES

by
Samuel Eli giggpberg

A THESIS

Submitted to the Graduate School of Michigan
State College of Agriculture and
Applied Science in partial
fulfilment of the re-
quirements for the
degree of

MASTER OF SC IEI‘J CE

Dem rtment of Forestry
May, 1939

THESIS

TABLE OF CONTENTS

Title Page
Foreword.................................... 1
The Importance and Ills of the Industry..... 1
The Forest Conservation Problem and Adver-

tising.................................. 7
Advertising in General...................... 13
Market Analysis............................. 20
Media....................................... 28

Trade Journals.......................... 54

Choice between Publications............. 38

Advantages of Magazine Advertising...... 39

Direct Advertising...................... 40

Radio..;................................ 43

Publication List.......................; 48
The Start of.Association.Advertising........ 66
The Incentive in the Lumber Industry........ 69
Red Gum Advertising......................... 77
The First ApprOpriation..................... 79
Cypress Follows Gum......................... 81
Oak Flooring Cooperative Advertising........ 83
Black Walnut Cooperative Advertising........ 84
Western Red Cedar........................... 86
Arkansas Soft Pine.......................... 86
California White and Sugar Pine............. 87

MahoganyCOOOOOCOOOOOOOOOOOOOOOOOOOOOOOOOOOOO 87

121515

Title Page

Wooden Wheels for Automobiles...........;... 87
California Redwood.......................... 89
The Association of.Aesociations............. 90
The Southern Pine Association............... 95
The Manufacturers of Lumber....... .......... 97

A Solutionoooo.............................. 100
Canoluaiona........ooc...o.................. 119

selected RefereIIOGBOOO0.00000000000000000000 123

Table

II
III

IV

VI

VII
VIII

IX

.X
XI

XII

XIII
XIV

XV

XVI
XVII

LIST OF TABLES

Comparison of Forest Products Aggregate
and the Lumber and Timber Products

Group...OOOOOOCOOOOOOOOOOOOOOO0......O.

Loans to Industries by the Reconstruc-
tion Finance Corporation...............

Difference between Retail and Lumber
Product ApproPriations.................

Production of Principal Consuming Re-
gions in Percentage of Lumber Consump-

tion......IOOOOOOOOOOOOOOOOOOOOOOOIOOOO

Railroad Distribution of Lumber - Per-
centage of Total Distribution..........

1934 Average Consumption per Capita by

RegionBCCOOOOOOOOOO0.0.0.0...0.0.0.0...

Distribution of Mill Sales in l929.....

Proration of Lumber and Timber Product
U868 in1957.00.00.0000000000.0.0000...

1929 Advertising EXpenditures for Five
A88001at10n800000OOOOOOOOOOOOI00.0.0...

"American Lumberman" Advertising Rates.
General and Class Magazine Rates - 1932

How the 1929 Industrial Advertising
Dollar was Spent.......................

Network Gross Client Expenditures......

1957 Revenue by Industries on National
BroadCESting companyeeeeeeeeeeeeeeeeeee

Annual Advertising Expenditures for
substitutefi (1904 - 1910 inele)eeeeeeoe

Shingle ProauctionOOOOOOOOOOOO0.0.0....

Cooperative ApprOpriations.............

Page

16

21

22

23
26

27

34
35

37

41

46

71
77
83

Table Page
XVIII 1927 Advertising ApprOpriations of Sub-

stitute Manufacturers in National Maga-
21n68 onlyOOOOOOOOOOOOOOOCOOO00.0.0000... 101

XIX Major 1937 Advertisers' Expenditures..... 104

XX Ratio of Automobile Advertising to All
Advertising and Structural Advertising... 117

XXI Michigan Future Purchase Survey Results,

19%.000000.0.00...OOOOOOOOOOIIOOIOOOOOOO 118

Foreword

As in all industries, but always years later,
the lumber interests are turning to the marketing of
forest products for a partial solution of their pro-
blems. The accent has left the saw and is slowly
approaching the sale. Demand creation is an import-
ant function of marketing; and advertising is the
method most commonly used by business to create de-
mand.

There exists very little available material on
lumber manufacturer'and association advertising.

Many fabricators consider their advertising expendi-
tures confidential, and are extremely jealous in
guarding their secrets. Others classify advertising
as a waste of money; and still ofliers have very
little left, after paying their obligations, with
which to experiment.

Foresters, who hope to contribute their Share in
solving the conservation problem, must interest them-
selves in the sale of What they grow. They should
know how to attract the elusive consumer; how to sat-
isfy him; how to make him buy more; how to alter his
present tastes; how to develop his latent desires.
The answer to many of these questions lies in adver-

tising. No problem can be solved by advertising alone.

11

Even its most ardent eXponents do not claim this to

be true; but advertising, when cOOperatively combined
with salesmen and the middlemen in the distributive
process, has caused many a sales curve to climb. Per-
haps it can do the same for lumber.

S. E. Eisenberg

Mmportance and:;lls of the Industry

Of all the fifteen major groups of industries in
these Unit ed States, the forest products aggregatel em-
ployed 866,699 wage earners in 1929 (9.8% of all in-
dustrial wage earners). This placed it in fourth po-
sition. In 1935, it dropped to fifth place, employing
7.3% of the country's wage earners in industry.

The forest products aggregate is an important part
of American economy. It supports many families. It
feeds many mouths. Haever, since we are interested
in lumber manufacturer and association advertising, the
forest products industry embraces too large a field.

To narrow it dwn, and to get a better perspective of our
problem, we choose "lumber and timber products" to
cover the investigation.

2 as shown

The lumber and timber products group,
in Table I, employed 48% of the wage earners used in
the forest products aggregate and paid 46% of their

wages in 1929. 'Then it 1: true to say that the lum-

 

1Excelsior, turpmtine and rosin, woodworking indus-
tries, lasts and related products, planing mill pro-
ducts (made in planing mills not connected with saw-
mills), window and door, screen and weather strip
lumber and timber products, wood turned and shaped,
wood container industries, basket and rattan and wil-
low ware, oooperage, furniture (except cigar boxes),
wooden boxes, cigar boxes (wooden and part wooden),
billiard tables and pool tables, furniture including
store and office fixtures, mirror md picture frames,
cork products, matches, pulp goods, synthetic resin,
cellulose plastic, vulcanized fiber, wood preserving.
2Logging camps, merchant sawmills, canbined sawmills
anglplaning mills, veneer mills, and cooperage stock
I Ie

Table I Comparison of Forest Products Aggregate
and the Lumber a Timber_Products Group

In-
due-

try

)

Year

953.
arners
I av.
for the
Year)

Wages

Value
of
Products

’Yslue Added

by
manufacture

 

Por-
est
Prod-
note

1929 £55,599

$925,201,517

fir.

55,551,281,775

)

91,971,549,971

 

Ein-
berih
Tim-
ber
Prod-
note

1929

419,084

421,584,874

1,275,472,520

855,858,952

 

For-
est
Prod-
note

1953

454,171

289,095,758

1,127,404,595

——.—v

518,222,851

 

me-
ber*&
Tim-
ber
Prod-
ucts

E1955

189,557

115,185,481

550,455,587

227,015,192

 

Por-
est
Prod-
note

1935

579,012

458,595,510

1,552,220,520

885,729,920

 

Lair
ber’h
Tim-
ber
Prod-
note

1935

 

255,250

 

 

185,074,245

 

551,514,009

 

545,500,858

 

her and timber products group is almost half of the sup

tire forest moducts aggregate.

In the states of'washington, Oregon, Mississippi,

Idaho, Arkansas, Louisiana, New Mexico, and Arizona, the

b?

lumber and timber products industry employs more
wage earners than any other industry. In Oregon

it supports 4876 of the industrial workers; in Wash-
ington, 417.; in Idaho, 4276.

The industry means much in the worker's life.
Usually it is located in a small town where most
of the people are employed in the mill or out in
the woods. In many communities of the South, the
lumber company cos the home of the employee and
supplies him with power, ligit, and heat. It is
pathetic to think of the dependence of thousands
upon thousands of families on the operation of
one enterprise. If the mill closes down, these
people have no other place to 100k for work, as
city industrial employees usually have.

What Invoc the employees of the lumber and
timber products industry experienced in this de-
pression is demonstrated in Table I. From 1929 to
1933, 63% of them lost their means of earning a
living. .

In 1929, there were 12,915 mills reporting in,
that produced over $3,000 worth of manufactures.

In 1933, the number had fallen to 3,783 - a loss of
71%. This definitely demonstrates the terrific
fluctuations that occur in the lumber industry. The
price of lumber is determined by supply and demand;

I: 11 ,7

 

not the cost of nnnufacture. When the demand is
brisk, production increases and mills start sawing,
if the supply is low. When the demand falls off, the
price of lumber falls, and with it production.

That the lumber industry has not been doing so
well is further demonstrated by the examination of
income tax statements of reporting corporations for
1955. In that year 5875’ of all the establishments in
the manufacturing classifications filed statements of
deficits. In the forest products aggregate, 64% of
the corporations reported a net loss for the year.
This made the industry -8% off average.

Let us examine the Reconstruction Finance Corp-
oration loans to industries. Table II shows that the
luster and timber products industry was second only
to textiles in its inability to attract capital from
private sources. Compare how much competitive busi-
nesses borrowed from the Reconstruction Finance Corp-
oration. Lumber led them all by far. The ability of
business to attract capital is of vital importance.
Without this flow of investment funds, no industry
can survive.

The United States Forest Service has been advo-
cating regulation of private industry rather strong-
ly these last few years. The Justification of this
view is not the point; rather, the point is that with

Table II Loans to Industries by the Reconstruction
Finance Corporat ion.

 

 

 

 

 

 

 

 

 

0e 0
Eu iness 1 Bor- Am't Am't Am't
Towers Authorized Uanceled Disbursed;
Total p,73l L202,978,681 $67,702,862 L106,l69,990
Timber a 7 ‘
Timber 426 30,170,250 8,843,940 16,034,710
Products I 7
Textiles 366 43,220,490 13,753,126 23,862,830
Concrete 12 672,760 437,600 122,260
Brick a Tilel 68 5,282,671 2,063,606 2,638,832
firucturfi 8: V A
Ornamental 61 3,724,600 2,104,336 1,186,616

 

 

Steel 6 Iron
government loans to private industry may be an entering
wedge ilich will split the business, and with its inabil-
ity to repay, be the first step in government domuna—
tion. The easiest guard against this is a healthy in-
dustry. We shall investigate the effect of advertising
on the well-being of an industry.

Some people are inclined to think that lumber lost
quite a few markets because of arch-conservation propa-
ganda. Men and women rode around making Speeches on how
soon we were to expect a timber famim. Cartoonists were
spitting inky vituperations at lumbermen. With all those
slogans, telling people to save our forests, many orders
flew to the cement, brick and steel canpanies. We shall
investigate the role of advertising in conservation con-

ve rsion.

There are two separate battlefields on which the
lumber industry will have to fight. One front will
yield no direct monetary gain. This is the "conserva-
tion front.“ A victory in the other battle will stuff
many dollars into stockholders' and employees' pocket-
books. This is the "competitive front."

Advertising plays a primary role in the battle to
enlighten the people on the state of the forest prob-
lem. It is the cheapest means of letting p80ple know
what the industry thinks. The importance of this "con-
servation front“? should not be underestimated. A good
analogy can be drawn from the history of the railroads.
Because many railroad promoters organized ventures on
the Indy side, there was a good deal of anti-railroad
feeling among the peeple of the United States after the
calamity of the Civil War had worn off. Nothing was
done to fight this hatred. Maybe the railroaders
thought they were too strong for the common people.
Nevertheless, they were proved wrong. The result;

"An act to regulate Interstate Commerce.” The people
of the United States are the supreme Judge of what is
right or wrong according to man nade laws in this coun-
try. There is no naivete in this statement. If they
want regulation of forest industries, they will have
regulation. If they want to take over the ownership
of all our forest land, they simply proceed to accom-
plish what they set out to do. Again, may I say, they

are the supreme Judge. It is to tram that one has to
plead his case. Silence is the self conviction of a
moral wrong.

Advertising is simply a weapon that lumbermen can
use in order to ward off industrial regulation by the
government. With its widespread employment for educa-
tional and still commercial purposes, people can be
taught to recognize the lumber industry's side of a
moot question. With increased sales due to advertising,
profits will rise and more money will be available to
experiment in the practice of practical forestry. Thus,
advertising can contribute its part to make a sick in-

' dustry well.

For twenty-eight years (1909-1936), the average
annual production of lumber stands at 31,676 million
feet. We can not quite sell twenty-five billion feet
today. Setting up thirty-one billion feet as a point
to be aimed at, is not an exaggeration. It can be done,
using modern methods of selling. One integral part of
the modern sales technique is advertising. In later
sections we shall investigate the successes and fail-
ures of lumber and other manufacturers in their efforts

to increase the consumption of their product.

The Forest Conservation Problem and Advertising
As explained previously , the lumber industry has

to solve at least two problems before it can once more

 

 

 

 

become a healthy, stabilized business. The first of
these two enigma, is the conservation Spectre. Spectre
is a good word because the conservation problem has been
used for personal, selfish reasons. Cement, steel, and
brick trade associations have only been too eager to use
this word as a. stepping stone to more business. It is
a paradox that these competitive industries use irre-
placeable resources to manufacture their product; while
forests are renewable. It is also strange, to say the
least, that this conservation prOpaganda has been direct-
ed to "solve" the forest problem. "Save our forests"

is a slogan on everyone's lips.

It would be ridiculous for the lumber industry to
ignore the ill feeling that this prOpaganda has created,
for you can not sell anything to a man or woman who
dislikes you and your methods of doing business.

The first purpose of any industry should be to in-
stil a feeling of confidence and good will in its deal-
ings with the public. This art of public persuasion and
propaganda is largely unknom to the lumber business.
"lot so much during the depression, but enough to keep
it in the peeple's mind" aptly expresses the conserva-
tionists' slogan. The balancing story is missing.

It is not so much the loss of sales (believed to
be inconsiderable) that should awaken the manufacturers'
associations to do missionary work in this field; but
the fear of losing control of the industry. Evidently

these fears are subjugated or otherwise controlled, be-
cause less than 6% of lunb or advertisements in 1938 men-
tion any word about what the industry or company is do-

ing in a conservation way. Of these 6%, the “permanency" in

influenced copy is used as a selling point in the major-
ity of cases. ”Buy my products because I try to prac-
tice forestry." Even if the c0py did not possess this
tone, the media used are ridiculous, for contractors and
dealers are not the peeple to convert. They are hard-
hearted business men who were cut off from idealism and
welded to a practical viewpoint a long time ago. The
ultinate consumer is the person who receives all the
counter propaganda. He mould be nade to listen to the
industry's point of view.

It is very infrequently that this happens. Rarely
does one come across a purely educational advertisement.
The National Lumber Manufacturer's Association and The
Weyerhaeueer Sales Company are concerned with this
problem, because one finds their attempts at influencing
the people in consumer media like "the American Forests.“

naturally, it should be the duty of the National
Association incollaborati on with the regional associa-
tions to persuade the public. This is not one company's
Job. The benefits of an understanding and non—hostile
consumer will accrue to the entire industry, for which

the association is the spokesman.

10

If only 5% of the industry's advertisemnts men-
tion conservation as a part of the sales technique to
large buyers of lumber, and if only rarely does the ulti-
mate consumer hear what the lumbermen wants him to hear,
the road is already paved for government regulation of
the lumber business.

Advertising to the ultimate consumer through ap-
propriate media can do a great deal toward solving the
conservation problem for the lumbermen. It will enable
him to concentrate on naking his business a healthier
enterprise. He will be able to approach the final mlu-
tion of timber perpetuation in a calm, sane way, unac-
companied by pressure and threats. As a business makes
more money, it becomes more willing to try new ideas.
And so it is that advertising conservation would be a
step forward on the part of the luster industry.

Advertising is recognized as being the cheapest
and best means of delivering a nessage to a large num-
ber of people. Robert Updegraff, in an article in £3."
musing and Selligg in the early 20's said:

“By 1960 men will have learned to express their
ideas, their motives, their experiences, their hopes
and ambitions as human beings, and their desires and
aspirations as groups, by mane of printed or painted
advertising or of massages projected trough the air.
The day is almost here, am will surely arrive during
the text twenty-five years when men and women will
awaken to the futility of trying to express themselves
in a handful way by talking to little groups; they
will outgrow editorial limitations too, and talk to

millions in the newspapers, in the nagazines, on the
highways, through the air, telling them not once, but

ll
continually, and in the most natural way, what is in
their minds and their hearts - about education, about
religion, about business, about government, about sci-
ence, politics, wages, working condit ions, social evils,
and international comments."

Some might say that the case against the lumber
industry is indestructible. This conviction of guilt,
so tiny argue, mines lumbermen feel that they should
leave well enough alone. .b‘ven government fore sters
agree that the liquidation of our forests was a matter
of the time of United States expansion. Everything was
inflated. Everybody had a free hand. That is the rea-
son America became such a rich nation overnight. That
this policy of resource liquidation was foolish, every-,-
one will agree. However, it is a moot question whether
regulation is better than the 1939 type of laisaes-
fairs.

The industry, however, is against regulation, and
should want to spread its doctrine far and wide. The
method to use is advertising. The cepy to use is of
the dignifying, sensible type. The industry has nany
facts and figures to back up its stand. With the
presentation of these facts in suitable consumer media,
with the assumption of the propaganda facilities of the
printing press, the public mind can be weaned to oppose
government regulation.

The lumber industry tells a three-hundredoyear
story that is more dynamic than my ever written about

industry. Men, who approve of its viewpoint, should

12
be approached to answer critical articles appearing in
our nagazines and mwspapers. Informative pamphlets
are cheaply printed and wield a powerful influence if
distributed widely.

The time is rapidly approaching when schemes of
regulation will be fabricated and presented to the pub-
lic for approval. The public, as ultimate Judge of the
industry's destiny, is the one that the lumbermen should
woo. To quote Abraham Lincoln:

"In this and like communities, public sentiment is
everything. With public sentiment nothing can fail;
without it nothing can succeed; consequently, he who
molds public sentiment gas deeper than he who enacts

statutes or pronounces decisions. He makes statutes
and decisions possible or impossible to be executed.”

13
Advertising in General

Advertising is an important member of the large
publicity family, whose purpose is to gain access to
the public ear and so influence its way of thinking.

In this family are also included, news, magazine articles,
motion pictures, radio broadcasts, photographs, public
speeches, exhibits, books, reports, posters, events,
meetings, conventions, etc.

In business, advertising is the most widely used
member of publicity. Two billion dollars is the annual
advertising bill in normal times. While a trade pro-
motional campaign utilizes all or most of the tools of
publicity, it is the scape of our investigation only to
examine the workings of advertising. Before applying
tin principles of (his art to tie lumber business, it
is necessary that we understand its integral parts and
their assembly. The easiest my is to trace an account
from the day it is born to the day that the client calls
the advertising agency and deposits a five-thousand-
dollar bonus for an extraordinarily good Job.

An enterprising executive in the sales department
of an advertising agency calls on an undecided manufac-
turer of, let us say, lumer and after a good long talk
convinces him that advertising is 193 method of increas-
ing sales, and that his particular agency is experienced
in this line and can handle the account to the best

advantage of the lumbermen.

14

The manufacturer calls his executives together in
order to establish the appropriation for the campaign.
In the lumber field, as in other lines of manufactures,
there are three methods of determining the appropria-
tion:

1. Make an appraisal of the work to be done by
advertising, translate it into cash, and appropriate
this amount as the advertising budget.

2. Earmark a definite percentage of net sales as
the advertising appropriation in accordance with the
best Judgment of the advertiser and his advisers.

3. Spend as much as possible or as much as is
left after all other expenses luvs been taken care of
regardless of the advice of counsel.

Robert Updegraff in a 1923 issue of Advertising

and Selling wrote:

”There are a dozen ways of establishing an adverc-
tising appropriation and mo at of them are fundamentally
wrong in approach. They remind one of a man laying
down $18.46 at a ticket window and asking for that much
worth of railroad ticket. If he is Just six hundred and
fifteen miles from his desired destination, and the rate
is three cents a mile, his travel appropriation is ade-
quate; but if he is three thousand miles from his de-
sired destination, he might bstter have saved his $18.46,
or else have revised his ideas, and planned a mortar
trip, but one with Just as definite a destination.

"The point is, there is but one really sound and
sensible way to arrive at a proper figure for an adver-
tising appropriation and that is to approach the prob-
lem on the basis of:

(a) The distance to be traveled.

(b) The force necessary to travel that distance.

(0) The cost of operating that force....

"The primary question should never be, “How much
should we spend?" but, ”How far can we go?" or, "What
is our dest ination?"

16

Despite Mr. Updegraff and others, the haphazard
method of determining an appropriation is the most wide-
ly used. This budget is usually the first to be cut when
the business volume falls. off because of economic fluc-
tuations. The following is the text of an advertise-
ment that appeared in the Septenher, 1938 issue of £133
Edwood 1103333:

Wood Has Gone Modern

”Only a few years ago many people were of the mis-
taken opinion that wood as a structural or decorative
material had become hOpelessly outmoded, simply because
of the smart merchandising of canpetitive materials
whose manufacturers knew about, and utilized the power
of modern advertising. It is the kind of advertising
that molds the thoughts of can and women today, as
lunhermen and wood fabricators have good reason to know,
having seen it take markets away from them.

"How the country is beginning to realize that wood,
too, is modern - a fact that can be largely traced to
the defensive work of the lunher associations, insigni-
cant though their promotional funds have been, and to
the lumber trade press which has held out for wood at
times when some of the lunbermen themselves have been a
little uncertain.

”Isn't it about time that luumermen who have lum-
ber to sell and fabricators who have wood built products
to sell take the bit in their teeth and start selling?
And isn‘t it about time that these sellers of wood pro-
fit by the experience of others and give wood the bene-
fit of modern advertising? The same force that took mark-
ets away can bring them back, if sellers of wood will
Just realize that advertising is not an expense, but is
a sales tool, Just like a salesman or the telephone.

"When the going gets rough, and orders are hard to
find, do you pull your salesmen in off the road and
have the telephone taken out? Well, it would on ex-
penses."

Let us assume that the manufacturer with the advice
of his agency has decided to earmark one-quarter of
one per cent of the total sales for advertising. The
following table prepared by the association of Rational

Advertisers is indicative of the amount of money voted.

l6
Table III Difference between Retail and Lumber Product

 

 

 

 

Appropriations
“"3 Average f:3? Advertising
Selling Total Sales Charged to ~
Cost Expended in Selling
.1 Advertising, Expense
Lumber (retail) 1476 1% yes
Lumber Products 57b 1:76 yes

 

 

 

 

V

The agency then places an executive in charge of the
account. His first Job is research. He must study the
consumer practices of buying, the preferences of the
public in regard to his product, the present market,
the channels of distribution, the potential market, the
company's sales plans and.organization, the merchandis-
ing policies of the company, and the inner workings of
competitors.

Fortified with this knowledge, the account execu-
tive who is usually the writer of advertising cOpy,
shuts himself up in his office, and between conferences,
telephone calls, and constant disturbances, dashes off
some copy written to the tune of an outstanding theme.
The copy is based upon this central idea, mich he be-
lieves is timely and attractive enough to strike the
public in such a vein that the sales graph will start
to climb. The "Save the Surface" campaign sponsored by
the paint manufacturers was a tremendous success because
its central idea struck a favorable chord in the people's

mind - "Save the surface and you save all."

1']

While the cepywriter is scouring his mind for words
which, men fashioned together, will express coherence,
clearness, emphasis, and unity, he has conferences with
the layout nan. This artist of visualization works out
a design that will not only express the theme of the
idea, but will also be pleasing to the eye. He must
make rough sketches of the illustration and blue print
the various ingredients of the advertisement.

in artist is then called in and acquainted with the
future illustration. Be mmt express with his art that
which the copywriter expresses with his words. With
numerous revisions, and a final approval by a vice pres-
ident, the executive in charge of the account takes his
work over to the manufacturer and attempts to convince
him that this advertisemmt is just what he needs. Many
times the manufacturer doesn't understand how this fab-
ricated advertisement is going to help his sales. Be
expresses his ideas to the account executive, who with
tact and saleananship demonstrates the probabilities
and possibilities.

Finally, with a few minor clnrges, the advertise-
ment is approved by the manufacturer, and the art big
Job is to prepare a medium schedule. In many large
agencies an expert on nadia is present to answer all the
questions put to him by copywriters and others. He
knows how nany lumber magazines there are and their cir-

culations. He can tell mother it is cheaper to run a

18
specific advertisement in The American Lumberman or
in the gardwood Record. Of incalculable aid to him are
the reports of the Audit Bureau of Circulation. For
thirty dollars per year, the media specialist has access
to magazine and newspaper authentic circulations. Many
publications have extensive marketing and research de-
partments always busy in endeavoring to uncover figures
tint will prove how effective a medium their organ is.

The answers to the following questions determine to
a large extent that media to use:

(1) How many peeple are you desirous of reaching
and where are they situated?

(2) Is the message timely and will it require an
illustration?

(3) How much money is available for the campaign?

(4) How much does it cost to reach the potential
consumer through the pages of this medium?

(5) What type of reader has this publication?

When the media are selected, a 1118882100 and nW’BPEIPBI‘
schedule is prepared. These schedules show when the
advertisements will be run. Haever, before this is
done, the agency will make test insertions on a small
group. The results of these experiments interpret for
the agency the success or failure of the advertisement.
If the tests flow that it is only mediocre, all the in-
tegral parts are checked and mistakes corrected. If

the account executive decides that his idea Just does-

l9
n't strike a responsive tone, he may scrap the entire
work and develop a new theme.

The copy testing successfully completed, the ads
are run off according to schedule, and the advertiser
site back and waits for results. While the campaign
usually has a single theme and all advertisements center
around its expression, each is different; and yet the
same - different in that the words and illustrations must
be changed so as not to bore Mr. Public; but the same in
that Mk. Public must recognize the ad by its theme and
not by the advertiser's name.

Coupons and surveys often show the interest of the
consumer in response to the series of advertisements,
but the sales curve alone demonstrates whether this ad-
vertising is doing your business any good. This-prac-
tical conclusion expresses itself in the following in-
gredients that make an.advertisement successful:

(1) It must be aimed at something specific.

(2) It must neither talk up nor down.

(3) It must be followed up. Sporadic advertising
is soon forgotten.

(4) It must be tested.

(6) It must make people want to buy.

The method of pyment to the advertising agency is
unique. The India in which these ads appear support the
agency in the form of a commission, usually fifteen per

cent of the space bought. The advertiser pays only for

20
the space, cute, and extraordinary art work connected
with his campaign. although this is true for most con-
sumer'national advertising, it doesn't hold for trade
Journal and local advertising. It is only fair that
the agency receive remuneration commensurate with its
work and ability. National consumer magazines charge
a great deal for insertions; While trade and local media,
having small circulations charge much less; therefore,
since it requires just as much time and work to prepare
copy for trade Journals, agencies usually insist on ad-

ditional fees. The Saturday Evening Post charges eight

 

thousand dollars per black and white page, less ten per
cent, and fifteen thousand dollars less ten per cent for

the back cover of one issue. The American Lumberman,

 

on the other hand, receives only two hundred twenty-five
dollars per page less fifteen per cent for space in the
reading matter section, Which it considers as the choic-
est position.
Market Analysis

It is impossible for advertising to be successful
unless it is based on the results of market analysis.
By this is not meant that all advertising fabricated
from market research is bound to obtain more sales. Too
many factors enter in to determine the success or failure
of a certain series of advertisements. But when campaigns
are based on conditionstas they are known to exist, one

step is taken closer to the realization of success.

2.1
The first important item to examine is area OODP
sumption. In what regions and industries are lumber
and timber products utilized - and to what extent? What
preportion of these products are produced in these re-
gions? What portion is subject to interstate commerce?

Table IV Production of Principal Consuming Regions in
Percentage of Lumber Consumption

 

 

 

 

 

 

 

£9329. 4.2.722. £922
Ibrtheastern States 16% 225 2r;—
Lake States 42% 4175 41%“
Wtates 167.7 P“ 2373 25?
South Atlantic §tates 71p 85% fidfii'
336thwestern §tatesF 51% 41% ‘12?“

 

 

 

 

w w

Upon examining Table IV, we notice that the principal
lumber consuming regions tend to produce a larger pro-
portion of their consumption during a depression. The
explanation is that low prices and high transportation
costs tend to prohibit long distance shipments. The
tendency seems to lean toward more and more self suf-
ficiency. In 1929, producing regions consumed 42s of
the na tional lumber utilization; in 1934, 51%; in 1936,
‘53%. Intrastate and boundary state commerce accounted
for 47.6%)of the total distribution in 1928; 56% in
1934; and 60% in 1936. The significance of these fig-
ures is apparent if this tendency continues. There will

be less competition between southern pine and Douglas

22
fir in the northeastern Unit ed States markets and more
competition between individual producers for home mark-
ets where the elimination of the high cost of transpor-
tation will place lumber in a better bargaining position
in competition with substitute materials.

Lumbermen with trade marked products would be wise
in acquainting the sectional papulation with the advan-
tages of buying their manufactures. Because most of the
lumber sawed is not trade marbd, it is impossible to
build brand preference; but those mills that have fore-
seen the desirability of using modern merchandising meth-
ods in the sale of their products, will have a distinct
advantage in home narkets. Advertising is the most econ-

omical means of building brand preference.

Table V Railroad Distribution of Lumber .. Percentage of
Total Distribution

 

 

 

 

 

 

 

1928 . 1934f 1936
Shipments on Long Hauls 30% 24% 2075
Shipments on Transcontinental 20% 1756 19%
Shipments on Short Hauls 18% 18% 16%
Shipments on Intrastate 3276 dlfi 46%

 

 

Table V demonstrates that 32% of tie total rail diip-
ments were intrastate in 1926; 41% in 1934; 45% in 1936.
In the great consuming centers of the northeast, the fight

23
for markets will be interindustrial, between lumber,
cement, steel, stone, and brick. In the great produc-
ing centers of the south and Pacific regions, the fight
for markets will be intraindustrial, between individual
manufacturers of lumber and wood products.

While interpreting consumption trends, it is im-
portant that we not be misled by astounding figures. Many
lumber pessimis ts point to the great drop in the indi-
vidual's consumption of lumber; from 523 board feet in
1906 to 17? board feet in 1936. It would be foolish to
ignore this great decrease in the use of lumber and wood
products. It would be equally as foolish not to remnber
the great increase in pepulation during this period. so-
tually, the loss is less than the figures portray.

Table VI, when analyzed, reveals the same discrep-

ancy e

Table VI 1934 average Consumption per Capita by Re ions

 

 

 

 

 

 

 

Region Feet Region Feet “
I: England 98 ' East Gulf 93
Middle Atlantic 82 Lower Mississippi 99
Lake 11'? North Pacific Coast 638
Central ) 91 W South Pacific Coast 248
Prairie f 85 NorthfiRocky Mountain 338
Southfiatlantic 91 South Rocky Mountain (142

 

 

 

W

24

The north Pacific coast, for instance, shows a con—
sumption of 638 feet for each individual; but does not
take into consideration that much of the box shocks, an
important item of manufacture, are fabricated (therefore
consumed in this region) into boxes and shipped out of
the north Pacific coast to fruit and food centers. The
middle Atlantic states only consume 82 feet per individ-
ual. When lastily examined, one might pass this region
up as a slack market. But when the tremendous popula-
tion of these states are taken into consideration, one
can realize that this region is well worth cultivating.

There are many appeals used in advertising. People
can be stimulated to buy lumber as well as other prod-
ucts by appealing to their emotions or to their intel.
ligence. The former than incorporated into words is
termed 'bmotional" copy; the latter, “reason-why" copy.
Since there is a tendency for the producing regions to
consume more and more of their products within their
boundaries, the question of prime importance is what
method of appeal should be used to expand this narket?
The United States Forest Service estimates that the con-
sumer paid 27.54% of the nice of lumber for transpor-
tation in 1936. Lumber at home [has a distinct advan-
tage over substitute materials in the form of price;
therefore, price appeal would be of tremendous advantage

in advertising in the producing region.

25
This is not the case in the densely populated northeast
where lumber has to be shipped from the south and the
Pacific regions to satisfy the demand. Here the 27.64%
of the retail price in the form of transportation places
lumber in a less favorable bargaining position. Its
price has gone up more than one-quarter. In this great
industrial region, price appeal is weak. Advertising
cepy must show the consumer that Irice isn't everything,
that wood is an American tradition, that more than
eighty million peeple, who live in homes built of wood,
can't be wrong.

It is obvious that national advertising through
magazines can not integrate these separate appeals; for
what would be true on the west coast would not necessarily
be true in the northeast. Cooperative advertising be-
tween manufacturer and dealer is the solution. In each
community, the appropriate appeal can be incorporated in
the advertising capy through the nedium of dealer aids.

Table VII shcws the channels through which lumber
and timber products flow before they reach the ultimate
consumer.

Before he can intelligently pick the medium in which
to make advertising insertions, the manufacturer must
know where his product goes before it reaches the ulti-
mate consumer. He must know whose friendship and patron-
age to cultivate. Table vn demonstrates that 4976 of
the lumber sold passes through the hands of wholesalers.

Table'VII Distribution of Mill Sales in 1929

26

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

% 0 .
Quantity Quan- } Value % of
M Bd. Pt. tit; Value
'Total Sales by Mills 26,617,151 100.0 $740,865,000 100.0
Sales to 3,674,124 13.8 128,786,000 17.4
Manufacturers
Interplant Transfers 1,162,920 4.4 30,817,000 4.2
Sales to railroads,
Public Utilities, 1,241,447 4.7 32,872,000 4.4
and Contractors
SaIes through Branch
Wholesale 1,246,287 4.7 r 29,837,000 4.0
Establishments
ates through
Brokers and 3,729,967 14.0 94,909,000 12.8
Commission Houses
Sales through ‘ ,
Wholesalers 8,034,956 30.2 212,783,000 28.7
and Jobbers
Sales for Export 2,254,156 8.4 61,876,000 8.3
Sales to Retailers, “” 3 ‘3
incl. manufacturer 3,971,719 14.9 115,423,000 15.6
Owned Yards,
Local Sales 1,250,909 4'7) 32,307,000 4.4
Sales to other
Industrigl Consumers 50,666 .2, 1;260.000 .2

 

This omits the export orders that are filled bwaholesale

establishments.

It is obvious that this middleman is a

very important factor in the distribution of lumber from

the:mmnufacturer to the ultimate consumer.

Advertising to the wholesaler must convince him that

the manufacturer really has a good.product and is eager to

have the middleman make bigger and better sales.

AB 01-

plained before, the type of’copy used is called "reason-

27
why" copy. Emotional appeals seldom have an effect.
The hard-headed business man wants to know how he can
make more money.

Before the lumber industry can address its adver-
tisements intelligently, it must know what uses the
yearly production fhgures embrace. Table VIII demon-
strates that» fully 60% of the 1937 lumber production

was consumed in general building and construction.

Table VIII Proration of Lumber and Timber Product Uses

 

 

 

 

 

 

 

 

 

infil937

Use Percentage of Production
Building a General Construction 60.0
Railroads 12.0 “
Boxes 3. Crates 13.0
Veneers a Plysood 5.0
Furniture _f 5.0
Automobilerconstruction.a Repair 1.6
Caskets .5
Miscellaneous - 2.9

 

 

This industry, therefore, is the greatest market for lum-
ber. It is in this field that the greatest Opportunity

lies for research coupled with trade promotion through

‘1

28
advertising. During the Last few years it has been great-
ly publicized that fully one-third of the United States
population is ill-housed. These people obviously lack
money to build even moderately priced homes. Many ex-
perts believe that mass production of homes is the only
solution to the 10- cost housing problem. It is to lum-
ber's advantage to be ahead of the substitute materials
in cultivating this vast market.

Thirty-three cents out of every construction dollar
goes to pay for naterials, many of which, because of high
pressure or consistent advertising, have pushed lumber
into the background. The accurate approach toward solv-
ing this advertising problem lies in interpreting build-
. ing data. The United States Bureau of Census published
figures on the construction industry in 1935. This com-
pendium is invaluable in ferreting out data on which to
base advertising copy. Advertising based on accurate
information is the best foundation for a good trade pro-

motion campaign.

£22.49.
There are four general classes of advertising media:
1. Publications.

2. Direct advertising.

3. Signs or mass medhs.

4. Radio.

Advertising in the lumber manufacturer and associa-

tion field is almost always confined to publications

29
and direct advertising. There exist two divisions of
publications: magazines and newspapers.

Newspapers are unimportant in lumber manufacturer
advertising. In 1937, the Souflhern Pine Association
spent twenty thousand dollars on newspapers, but did
very little in 1938. Media Records, Incorporated, of
New York City, whose business is confined to the collec-
tion of data on newspapers only, lists the Southern Pine
Association as the only lumber association spending money
on newspaper advertising in 1937. Nor was any manufac-
turer included. Eliminating’newspapers as an important
medium of lumber advertising, magazines must provide the
suitable environment for'the biggest portion of the lumber
advertising dollar. Magazines are classified in numerous
ways, but for the purpose of analyzing lumber advertising,
we may conveniently divide themmtwo ways:

1. General magazines.

2. Business papers.

In 1938, general magazine appropriations were very
meager. The Western Pine Association with around fifty
thousand dollars, Weyerhaeuser with twenty thousand dol-
lers, and the Red Cedar Shingle Bureau with twenty-five
thousand dollars, sums up the important ones for that
year. In contrast, thirteen companies spent twenty
thousand dollars or more advertising lumber in national

magazines in 1929. In 1933 and in 1934, however, not

30
one of these thirteen companies or any other lumber ad-
vertiser spent twenty thousand dollars or more. It is
apparent that violent fluctuations occur in advertising
lumber. Primarily, the reason is that the price of lum-
ber fluctuates violently. *During a depression, the de-
mand falls off and the price drops. Because of low prof-
its or deficits, the individual is forced to discontinue
or cut his advertising in order to economize. In a per-
iod of prosperity, on the other hand, prices rise and prof-
its increase; therefore, the company or association feels
that it can allow itself a larger advertising appropria-
tion for that year.

There is another important reason for cutting nat-
ional magazine advertising down to nothing in hard times.
Lumber is advertised primarily in business papers. Here,
the contractor, builder, architect, furniture manufac-
turer, wholesaler, lumber retailer, railroad supply
purchaser, box fabricator, etc., is told the advantag-
es of buying your products. Each one of these business
and professional men controls the buying power of many
ultimate consumers. The above reason coupled with the
fact that advertising Space is many times cheaper in
business papers, compels users of general magazines to
cut their experiments in trying for more business by con-
sumer pressure on the dealer. Advertising builds desire

for the product featured; and when the consumer asks for

31
it, at his dealer's, the resulting pressure increases
the manufacturer's sales. So goes the theory.

Too much of one and too little of’the other is a
bad policy for'mny firm to pursue. The following story
published in "Wood Construction," The National Lumber
Forum, is illustrative of this point:

"The first really national advertising campaign
in the building industry was in behalf of a pioneer wall-
board known as 'Beaver Board.’ Customers still go to the
lumber yards and ask for 'Beaver’Board,' though it has
been many years since there was any 'Beaver Board' in
existence.

"When the customers ask for 'Beaver Board' they
are sold wallboards of a dozen other types, and they go
away happy.

"Thereby hangs a moral and a wonderful experience
lesson in the marketing of building materflals.

"The advertisLng campaign for the Beaver Board
Company was a marvelously scientific and comprehensive
trade promotion program. In magnitude, sc0pe, and skill-
ful preparation of copy, it was perfect. But it harbored
one fatal defect.

"The campaign concentrated upon selling 'Beaver
Board' to the general public. It was the theory that the
general public, the ultimate consumer, educated by adver-
tising in magazines of general circulation, would demand
'Beaver Board,‘ and the dealers would be compelled to
stock it, instead of something 'Just as good.’

"The advertising campaign for 'Beaver Board'
achieved its purpose all right. The consumers were eduo
cated to think of wallboard, under the name of 'Beaver
Board,‘ when they thought of*wallboard at all. They
were educated to go to the yard and ask for 'Beaver
Board,‘ but the campaign failed to force dealer distri-
bution through pressure of consumer demand.

"The fatal mistake in the advertising campaign was
the fact that the consumer is not interested actually in
raw products, out of’which the completed commodities he
uses are made. Consequently, when asked for 'Beaver
Board,’ the dealer was easily able to persuade him to buy
some competing wallboard whose advertising campaign had
concentrated upon the dealer.

"The consumer took the dealer's advice as to the
relative merits of wallboards.

"So the Beaver Board Company is out of existence
and its competitors and successors are going merrily
ahead with sales that far surpass those of the pioneer.

. 32

"And the moral of that is if you are trying to
find something in the cellar, it doesn't pay to look
for it in the parlor, just because the light is better
in the mrlor."

The above story about "Beaver Board" has never
been proved to be true in its relation to lumber; not
because the same principles of marketing do not hold
for lumber as for'wallboard, but because it is very un-
common to thumb the pages of general magazines and find
a lumber advertisement. In other words, very few lum-
bermen have tried consumer advertising.

Many observers lament the fact that lumber is not
strongly advertised in general magazines by individual
companies. It can be assuredly answered that this can
only come after certain practices are standardized in
the lumber industry. For instance, it would be foolish
for a lumber manufacturer to advertise his lumber to
consumers if it were unidentified. How can the dealer
know'whose lumber'he is selling if it is not trade-
marked? Because of the absence of trade marking, the
producers of this lumber feel that advertising in gen-
eral mgazines is a waste of money since they advertise
all lumber and not Just their product.

Since it is only eleven years that the first trade-
marked lumber was placed on the market by Weyerhaeuser,
and since eight of these years have been very lean for

the lumber industry, it is not surprising that general
magazine appropriations have been limited.

33

While these observations concerning trade marking
are true for lumber manufacturers, they do not hold for
lumber manufacturers' associations because they adver-
tise species, or the national association because it
advertises lumber. There are great possibilities cpen
for association advertising in general magazines. Ad-
vertising in an educational manner to demonstrate the
role that lumber plays in the consumer's life will pay
great dividends in increased consumption of lumber.

The Western Pine Association is the only regional
association advertising lumber in general magazines.

If the remaining associations were to decide to adver-
tise their product aggressively in the same media, there
would be an intense competition and the good results
derived from this publicity would be largely offset by
the division of public attention. The first step to be
taken is to have the national association advertise how
good lumber is in comparison with substitute materials.
After a few years of winning converts to the side of
wood, then would be the time for the regional associa-
tions to explain in a weakly competitive manner how good
the species they handle are.

By "weakly competitive" is meant that the accent
on clashing uses and interests should be avoided. After
all, the primary spearhead of the offense should be di-
rected towards substitute materials. Correspondence

conferences on capy would be a simple method of avoid-

ing too strong a competition.

34
Trade Journals

While the lumber associations are relatively in-
active in general magazine and trade journal advertising,
the greater pr0portion of lumber advertising takes place
in business papers. The agencies promoting this are the

lumber manufacturers. Lumber associations, in contrast
to the above statement, did spend considerably more than

they do now. Four hundred and ten pages of advertising
were used in seventy-one general and farm paper publica-
tions and fifty technical and trade publications in 1929.

Table IX 1929 Advertising Expenditures for Five
Associations

 

 

 

 

National Lumber Manufacturer's Ass'n $250,000
Southern Pine Association 80,500
Southern Cypress Association 66,800
Northern Hemlock a Hardwood Manuf. Ass'n 25,670
Western Pine Association 10,000

 

 

The theme was educating the people to demand grade-
marked luster. The association guaranteed that the lum-
ber carrying the grade-mark‘was manufactured in accord-
ance with the American lumber standards recommended by
the United States government.

In 1934, c00peration between the National Lumber

Manufacturer's Association and the National Retail Lum-

 

 

 

 

35
bermsn's Association resulted in a campaign to sell the
complete unit. This was to be done by aiding the re-
tailer with advertising and a plan service. In order
to complete the bargain, a publication "Lumber Merchan-
dising News” was born in which the dealer is incessantly
advised to advertise steadily and not in splurges.
Through it, he is aided in his direct and indirect ad-
vertising problems. This cooperation led to a purchase
of three thousand column inches in 1935. This adver-
tising service is periodically laid before twenty thous-
and dealers. Approximately two thousand five hundred
msrchants are availing themselves of this service, which
has three hundred forty thousand pieces of direct mail
advertising on hand.

The American Lumberman is a typical lumber trade
Journal. In the following tabular form, the rates and
positions of advertising matter are shown:

Table x American Lumberman Advertisin Rates
§2£%§?£%£2122223129111 time I4 times I13 timesl 23 times

or Space in Section Precedih Readin"M§tter

 

 

 

I page 000 6 e 0 $ e84 e
1/2 page 90.00 85.00 69.25 I 64.42
4

 

 

 

 

 

 

ll 2%59 (minimum) 50.00 43.75 36.54 34.62
a as n Reading Matter Section (Alongside a Opposite

Readin Matter)
175.00 153.85 4

 

 

3_601s. one page 225.00 .

2 columns 150.00 118.00 106.15 105.77
1 column 75.00 60.00 55.46 55.08
1/2 column 40.00 51.25 50.58 26.75
1/4 column 22.50 18.75 16.92 15.19
1 8 column 15.00 10.50 10.58 8.46

 

 

Rites in’Section Followigg Readigg Matteir
1 p80 1 .0 30.0 0 e 10000

 

 

 

 

1/2 page 80.00 65.00 57.69 55.85
. 1/4 page 42.50 57.50 50.77 28.84
1/8 page 22.50 20.00 17.50 15.58
1116 page 12.00 10.65 9.62 8.65

 

36
Space alongside and Opposite reading matter is con-

sidered more valuable than space preceding or following

 

the reading matter, and buyers pay more for advertise-
ments preceding the reading matter than they do for space
following the reading matter.

An interesting sidelight on the "American Lumber-

 

man" is that its manager, E. C. Hale, estimates that the
cost of printing a paper runs about 25% and the balance
of the cost is made up of items such as rent, postage,
office supplies, salaries, telephone and telegraph charg-
es, and "a thousand and one other things that you don't
think of when you are starting out to publish a paper,
but you find they amount to a considerable sum at the
close of the year."

Mr. Hale states that profits have been very low in
the publishing business in all its branches, which can
be verified by the low prices of publication stocks on
the exchange, and that competition is very keen. He fur-
ther emphasizes the lack of security and encouragement
"whose presence is so essential to the publishing busi-
ness."

In contrast to the seemingly reasonable cost of
space in the trade Journals, the following table demon.
strates the variety of cost in the general and class
magazines.

The ”American Lumberman” had a circulation of 8,565

in 1932. Its average rate was $183.00 per'page for one

 

37

Table 11 General and Class Magazine Rates - 1932

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

. Rate per Page

Magazine Circulation Cost per Page per 1000
American Boy 362,000 $2,000 t 5,80
American 2,279,000 5,000 2.22
Magazine
American 62,000 350 5.64
110.110.13.21
Charm 84,000 800 9.52
Collier's 2,257,000 5,500 2.43
Cosmopolitan 1,591,000 4,800 3.00
Country Life 37,000 500 16.20
Elks 850,000 2,000 2.35
Magazine _fi_
Good House- 1,767,000 5,600 3.16
keepingp fi‘fi
Harper's 103,000 1,400 13.60
Bazaar a
Harper's 121,000 440 3.63
Magazine
House 105,000 1,000 9.50
Beautigg;_
Ladies Home 2,582,000 9,500 3.68
Journal at
Liberty 2,415,000 4,250 1.77
Literary 1,602,000 4,000 2.50
Digest
McCall's 2,505,000 8,800 3.51
Magazine

 

 

 

 

38

Table XI continued
Rate per Page
Magazine Circulation Cost per Page per 1000

 

 

 

 

 

 

 

 

Pictorial 2,502,000 28,800 S 3.51
Reyjswr

Saturday 2,924,000 8,000 2.74
Evenigg Post

True Story 2,110,000 4,500 2.13
~Vogue 134,000 1,500 11.20
Woman's Home 2,606,000 9,400 3.61
Companion, , v all 11 _1

 

insertion. The rate per page per thousand circulation
was $21.36. Because each reader of the "American Lum-
berman" is a potential customer and usually controls the
buying power of many consumers, lumbermen in general feel
that they obtain more fer their money when tiny advertise
in this trade Journal, than When.they use a medium like
the Saturday Evening Post, even though they pay almost
eight times more per reader reached.
dhoioe betwengPublicatiggg

The relative effectiveness of competitive publica-
tions is a very difficult problem to solve. The follow-
ing determinants are usually Laid down in advertising
text books as the yardsticks with which to measure media.

1. Circulation (net paid).

2. Results obtained by other advertisers.

3. Amount of increase in space or time used.

4. Testing.

5. Number of advertisers using media.

39

Suffice it to say that of all these criteria, test-
ing is the best because no two merchandising problems
are the same. When merchandising differs, results
differ. In theory,it is possible to determine the value
of a publication at so many dollars and cents per thous-
and readers. One can figure the reader’s income, tabu- ,
lets his desires, and do everything under the sun to es-
tablish a definite value for each publication. But cer-
tain intangible forces arealways at work to offset
theories, so the reliable way to compare media is by
actual tests.

Advantgges of Magazine Advertising
Hugh 2. Agnew in his book, Advertising Media
(B. Van lostrand Company, Inc., New York, 1932), lists
the following as the advantages of magazines:

"1. Magazine advertising carries so much prestige
that it is regarded as authoritative by both dealers
and consumers.

”2. The national coverage of magazines is even
and effective. Everywhere the most desirable prospects
can be reached through magazines.

"3. The graphic presentation of advertising in
mgazines is limited only by the skill of the printer
and engraver. Nowhere are illustrations in advertise-
ments better presented than in magazine pages.

"4. The life of a magazine is long. Aadvertisers
using coupons in their'uagazine advertising find it ad-
visable to keep records of returns open for at Least
two,yeare.

"5. A large number of magazines are read and
passed on to other families. This gives a supplementary
circulation that is valuable to many advertisers.

"6. Magazine advertising has a compelling effect
on dealers - they believe that it will bring results
and cooperate with magazine campaigns.

'7. In terms of pages distributed to each thousand
people, magazine advertising is low in cost.

 

40

"8. Magazines cover so many specialized fields
that it is possible to reach markets profitably through
periodicals that could not be cultivated in other media.
This is another way of indicating that magazine readers
are more homogeneous than those of any other medium
except direct mail."

Continuing, agnew lists the following as the dis-
advantages of magazine advertising:

"1. Magazine advertising is inelastic. The same
message is presented to everyone regardless of climatic
conditions, or local preferences and prejudices. No
variations for seasons or for vagaries of weather can
be made.

"2. Closing dates are often so far away that con-
ditions have changed by the time the advertisement ap-
pears. When the Curtis Publishing Company changed the
Countr Gentlemap from a weekly to a monthly, they were
unable to correct an advertisement in the Saturday Even-
izzlg Post - another of their publications - and two weeks
a ter t e announcement of the change was made, the Lost
came out with an advertisement describing the attractions

of the Countr Gentleman, publidied "weekly."

"3. Magazines Have become so numerous that a for-
tune is required to carry an effective campaign in them.
There are a few exceptions like the ”orange blossom"
wedding ring, to which reference has been made, but
fifty thousand dollars is regarded as about the minimum
for a national periodical campaign.

"4. Unless an advertiser has national distribution,
he will lose much of the effect of his magazine advertis-
ing. More and more the magazines are becoming the nedium
Of his business.

”5. Art work and engravings cost so much for maga-
zine advertising that they often become a burden. The
mechanical standards are so high, that unless an adver-
tiser employs high grade mechanical presentation, his
offering will be unattractive and so, ineffective in
most magazines.“

Elect Advertisig
As was shown before, lunher manufacturer associa-
tions, with few exceptions, do relatively very little
publication advertising now. Most of their work is con-

fined to cosperative efforts - subscribing dealers' helps.

 

 

 

Progressive lumber manufacturers also use direct ad-

vertising to good advantage.

Table All How the 1929 Industrial Advertising Dollar
Was Spent

Ratio of advertising expense to sales - l928........2.24
Ratio of advertising expense to sales - l929........2.32

 

 

 

 

 

 

 

 

 

 

 

 

Business and trade papers (space only) (46.00;;
Artwork, engraving, etc. (for ads only) 7.00
Sales 8o service literature (except direct mail) 9.00
Direct mail advertising 13.00
House organs 2.00
Conventions a. exhibits ' 4.00
Movingpictures 8. photography 1.00
Administrative expense (including salaries) 9.00
Price lists and internal publications , 2.00
national advertising ~ 4.00
Miscellaneous 3.00

 

 

Table III has that direct nail advertising con-
sumed 15% of the industrial advertising dollar. Lumber
manufacturers maintain regular mailing schedules and pass

on information that will create sales. Weyerhseuser

 

42
uses a definite advertising technique. It interests a
buyer by showing him how much more money he could make
if he handled Weyerhaeuser products. Lumber associations,
although not engaging in quotations and the like employ
advertising agencies to prepare sales literature which
they nil regularly to their subscribers for distribu-
tion to the general public.

 

The California Redwood Association was confronted
with a problem of selling odd lengths in 1938. They
prepared a booklet showing how beautiful redwood fences
are. They also incorporated six new designs of homes
with fence decoration. One thousand of these booklets
were sold at newsstands for twenty-five cents per cepy
(they cost 6.183). Eleven thousand were sold to lumber
dealers for ten cents.

The maps and form of direct advertising varies
with the policy of the company, the material covered,
and the consumer addressed. The Southern Pine Associa-
tion has done a great deal of work these last few years
in acquainting the public with the quality of its prod-
uct. The reader may examine some of the smaller speci-
mens in the rear envelope of this paper. In order to
gain some impression along what lines progressive compan-
ies like Weyerhaeuser use their direct advertising,
we will examine a few of its publications.

The "High Cost of Cheap Construction" is a sixty-

ene-page comprehensive treatise on good house construc-

 

43
tion. It has numerous drawings contrasting the good
and bad points in building technique. "Financ ing New
Hones" is the story of Weyerhaeuser's new system of
credit. It explains a new, easy way to finance the
complete unit at the lumber dealer's office.

"Eleven Plus Values of 4 Square Lumber" leans more
toward the sales and away from the educational. Other
material runs the gamut from flattering the farmer with
exquisite illustrations and large size type to install-
ment selling in the lumber yard: from technical speci-
fications of house framing to advertising aid s.

The Southern Pine Association has prepared quite
a few technical publications for engineers and architects.
One of its most attractive pamphlets is entitled, "Livable
Homes of Southern Pine" in which twenty plans of homes are
shown with pictures of the complete unit. It has much
charm and simplicity am is sure to attract home lovers.

sale.

There are very few lumber manufacturers, if any,
who enploy radio as a selling aid. They may prepare
short talks for the use of their dealersgbut they so-
tuelly do not sponsor a program.

In fact, very few industrial goods are sold through
this medium. In order to examine the possibilities of
exploiting radio as a means of selling lumber, let us
examine some of the vital statistics concerning this in-

spite-of-the-dep-ession growing industry.

 

Table XIII network Gross Client ggpenditures
a ion 00 um a Mutual

 

 

 

 

 

 

 

 

 

 

 

 

 

Year Broadcasting Broadcasting Broadcasting
Company Compggyg 7 Company

1927 3 3,760,010 3 8

1928 8,780,333 1,447,398

1929“ 14,310,382 4,785,981

1930 20,088,887 7,605,203

1931 25,607,041 11,895,039 7*

1932 26,504,891 12,601,885 Y i—

1933 21,452,732 10,063,566

1934 27,833,616 14,825,845

1935 31,148,931 17,637,807 *1,293,103

1936 34,523,950 23,168,148 ‘1,987,573

19577 38,651,286 28,722,118 2,239,076 ~_

 

 

 

 

*computed as net income in 1935 and 1936.

In eleven years' time, expenditures for'radio ad-

vertising increased from 33,760,010 to $69,612,480.

oThe Lady Esther Company demonstrates a triumph in more

chandising by means of radio.
in 19300

Its products were unknown

In 1931, this company spent about six or eight

thousand dollars for radio facilities and talent.

 

Said Mr. Seir Diefendorf of the Columbia Broad-

 

casting system:

"By 1934, with four half-hour programs on columbia
and the National Broadcasting Company, the Lady Esther
Company was appropriating well over one million dollars
for radio facilities and talent. Directly on the heels
of these expenditures, the sales of Lady Esther face
powder began a sensational climb to ales dominance.

In the only survey of face powder sales we know of,

Lady Esther moved from fifteenth place in 1932 to first
place among popular brands in 1934. The progression
marks an increase from one per cent of all face powder
sold in 1932 to over seventeen per cent of the face pow-
der sold in 1934 - a mighty story for radio. For over
ninety-six per cent of all Lady Esther advertising from
1931 to June, 1934 went into broadcasting."

 

It is interesting to examine the breakdown of radio
expenditures by industries. Upon examination of Table
XIV, we see that only three building materials manufac-
turers spent .61 per cent of the total money spent over
the National Broadcasting Company in 1937. Drugs and
toilet goods and foods and food beverages accounted for
almost sixty-three per cent.

In January, 1937, there were 24,500,000 radio homes
in the United States. With this great coverage, still
increasing every year, it is easy to visualize that lum-
ber companies might do well to examine this medium in
great detail.

The human individual is lazy. He likes to have
other people do things for him. Dr. Paul Rankin of Ohio
State University in 1929 reported,on a study of communi-
oative behavior only, that adults spend forty-five per
cent of such activity in listening, thirty per cent in

 

Table XIV 1937 Revenue by Industries on National

 

 

 

 

 

 

 

 

Broadcasting Company

Total Gross Number of 2761
Clas sificat ion Expo ndi tures advert i ser 8 Total
Automotive 3 2,726,826 6 7.06
Building Materials 236,989 3 .61
Cigars, Cigarettes, 1,716,638 5 4.44
8: Tobacco
Drug a. Toilet Goods 13,322,990 32 34.47
Foods 8 Food Beverages 11,008,762 29 28.48
Laundry Soaps 3,392,383 10 8.78
do Cleaners
Others 16.16

 

 

 

 

talking, sixteen per cent in reading, nine per cent in

writing.

In omer words, people listen almost three

time as long to what you have to say than they expend

in reading that you write.

As radio because more and

more entertaining, the family spends more and more of

its leisure hours the easy way - listening.

In 1932, average Americans spent 4.1 hours daily

listening to their radios.

In 1936, 6.1 hours.

In 1938, sixty-nine per cent of all the lumber prod-

uetion went into building and construction.

of radios are in the home.

relaxation, and peace .

The majority
They are a symbol of comfort,

Into this peaceful scene come

pouring commercials dealing with soap, foods, and drugs.

 

47
There are no more perfect auditors for a nice friendly
talk about a new home than a man and his wife mellowed
by a fine meal, listening to the radio.

The lumber industry, if it feels it self unable to
sponsor real talent over a coast-to-coast hookup, can
do a number of things. They have done one. As was men-
tioned before, Weyerhaeuser provides dealers with copies
of short (thirty-second) radio announcements. Listen-
ere feel cheated when they have to accept commercials
without entertainment, and are resentful of the intru-
sion. The following is a spot announcement picked at
random:

"A stitch in time saves nine and the prompt repair
of your home saves money. Ask the Lumber Com-
pany about the ABC Plan. You don't need cash because
the ABC Plan provides the money and easy monthly pay-
ments are arranged for your convenience. Phone __
about the ABC Plan for home repairs. No down payment
required."

Probably the least costly and most productive way
to sponsor a prestige building program with real talent
and an Opportunity to stimulate home ownership is by
means of a cooperative venture. The industry should
sound out other building mate rial mnufacturers and
those industries directly benefited by expanded resi-
dential building. Under competent leadership and with
competitive instincts sacrificed for the moment, a radio

program, Jointly sponsored, might well be the start of

an upturned sales curve for all.

The Jell-O program, sponsored by General Foo ds
Corporation, and ably handled by Young & Rubecain, Inc.,
advertising agency, cost $622,574 in 1937. It features
Jack Benny, who has been Judged the most popular come-
dian on the air for a good many years.

The Chase 8: Sanbcrn program, sponsored by Standard
Brands, Inc., and handled by the J. Walter Thompson Com-
pany, cost $788,440 in 1937. From the cooperative an-
alysis of broadcasting recurds embracing October, 1937
to April, 1938, this was the most popular program on the
air. The Jell-O broadcast was second.

Five hundred thousand dollars should not be very
difficult to assemble from the many industries that
profit directly from increased construction. For this
money, an attractive, educational, and entertaining pro-
gram can be fabricated. People who are now constantly
being told to eat such and such beans and use so and so's
facial cream would gladly welcome information about

every man's dream - a home of his own.

Publication List
In the following pages is a list of various types
of publications - farm, general, home and garden, etc.,

which may be used by the lunher industry for advertising

purposes.

49
Media

_Agricultural Publications with over'50,000 Circulation

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Name More Publiaied How Often Circulation
Progressive Farmer _'
and Birmingham, Mo. 963,571
Southern Ruralist file. ___
Southern Parmer' ilontgomery, Mo. 698,174
Alas

Arkansas Farmer Little Rock Mo. 68,166
California
Cultivator Los Angeles Bi-wkly 62,915

8 c ur *’ "
Press and Calif. San Francisco Wkly 81,267
Farmer .. .__
western Farm Life Denver, Colo. Semi-no. 106,968
florIIs Farm

8: Jackunville Ho. 80,435
grove
Ameriian
Poultry Chicago No. 414,568
Journal
Prairie Farmer Chicago Biawkly 331,277
Poultry Tribune Mt. Morris, No. 438,663

111. ,_
Modern Agriculture St. Charles, Bi-Io. 1,500,000
111.

lition's
Agriculture Ft. Iayne, Ind. No. 414,958*
Indiana
Farmer's Huntington Ftntly 144,793
guide
Hoosier'Parmer Indianapolis no. 51,052

 

 

 

 

*oentrolled free distribution

50

 

Fame

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Where Publifiied How Often Circulation

Breeders Gazette Spencer, Ind. Mo. 163,556
Successful Farming Des Moines, Ia. Mo. 1,096,746
WaffaciTs Farmer

a Des Moines, Ia. Etntly 271,283
Iowa Homestead ,fi_
Capper's Farmer Topeka, Kane. Mo. 1,135,122
*Capper's Weekly TOpeka, Kane. Wkly 392,112
Kansas Farmer Tapeka, Kane. rtntly 113,384
Missouri Ruralist Topeka, Kane. Mtntly 126,217
fintucky Farmer's
Home Journal Louisville Mo. 62,138
American
Cotton Grower New Orleans Mo. 195,002
fiii’iiglind
Homestead Springfield, Ftntly 104,428

M388.

Michigan Farmer Detroit Ftntly 148,502
The Farmer St. Paul Ftntly 257,224
Farmer's Union V
Herald St. Paul Mo. 103,918
Farmer's Wife St. Haul Mo. 1,169,312
Cloverleaf
American Review Winona, Minn. Mo. 429,114
Home Circle Winona, Minn. Mo. 528,087
Coop Farmer Jackson, Miss. Mo. 104,603

 

 

 

 

*newspaper

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Name Where Published How Often Circulation
Dairy Papers Ass'n Carthage, Mo. Semi-mo. 121,230
I“Star Kansas City, Wkly 451,446
MOe

Nebraska Farmer Lincoln Ftntly 122,455
U. 5. Live StoEk

News Omaha, Nebr. Bi-mo. 84,057
Flower Grower Albany, N. Y. Mo. 59,467
American

Agriculturist Ithaca, N. Y. Bi-wkly 185,912
Ctuntry Home

Magazine New York City Mo. 1,648,271
Rural New Yorker New York City Bi-wkly 267,922
American

Fruit Grower Cleveland, Ohio Mo. 154,710
Ohio Farmer Cleveland Ptntly 157,693
0510 Farm ~
Bureau News Columbus Mo. 70,763
Farmer Stockman Oklahoma City Semi-mo. 237,660
Everybody"s I

Poultry Hanover, Pa. Mo. 89,738
Magazine

Country Gentleman Philadelphia Mo. 1,839,335
Farm Journal Philadelphia Mo. 1,348,156
Pennsylvania

Farmer Pittsburgh Ftntly 152,879
Poultry Item Sellersville, Mo. 83,854

Pas

 

 

 

 

I"newspaper

52

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Rim. Where Publianed ow Often Circulation

‘Dakota Farmer Aberdeen, Bi-wkly 99,543

r Se Dake

Dixie Farm

& Nashville, Mo. 100,000

Poultry Journal Tenn.

§3uthern

Agriculturist Nashville, No. 864,757
Tenn.

Farm & Ranch Dallas, Texas Mo. 203,129

‘Farm News Dallas, Texas Semi-Wkly 102,712

Southern Planter Richmond, Va. rho. 290,792

Washington Farmer Spokane, Wash. Ftntly 59,633

Hoard's Dairyman Ft. Atkinson, Semi-mo. 208,057
W180.

Wisconsin

Agriculturist Racine Ftntly 185,394

a Farmer

General Magazines (over 1,000,000 circulation)

True Confessions Greenwich, Mo. 1,088,999
CODHe

national

Geographic Washington, Mo. 1,104,220
D. C.

Pathfinder Washington, Wkly 1,141,706
D. Ce

Blade & Ledger Chicago Mo. 1,256,210

Click Chicago M0. 1,179,746

Life Chicago Wkly 1,891,789

A 10 times 2 006,627

Rural Progress Chicago per ’ (free die-

year tributionl

 

 

 

 

I"newspaper

53

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

fame Where Published How Often Circulation
Look Des Moines, Ia. Etntly 1,691,628
Home Friend Kansas City, Mo. 1,208,933
“Co

American Magazine New York City Mo. 2,175,666
American Weekly New York City Wkly 6,759,112
Collier’s New York City Wkly 2,624,632
Hearstrfi
International New York City Mo. 1,819,714
Cosm0politan fi_
Liberty New York City Wkly 2,386,845
Red Book New York City Mo. 1,164,325
This Week New York City Wkly 5,415,299
True Story New York City Mo. 2,159,237
Saturday
Evening Philadelphia, Wkly 3,095,355
Post Pas 1

Hobbies
Model Builder New Yerk City' 51-mo. 73,902

 

 

 

 

j;

 

Home and Garden (over 50,900 circulation)

 

 

 

 

 

 

Sunset Magazine San Francisco Mo. 216,788
House and Garden Greenwich, M0. 149,868
Conn.

Better Homes
5 Des Moines, Ia. Mo. 1,719,271
Gardens

W

54

 

 

 

 

 

 

 

 

NEE. Where Published How Often Circulation
Flower Grower Albany, N. Y. Mo. 59,467
American Home New York City Mo. 1,289,733
Country Home New York City Mo. 1,648,271
House Beautiful New York City Mo. 167,687
WLW

 

 

 

 

 

 

Home Craft
Pepular Homecraft Chicago Bi-mo. 46,167
Home Craftsman New York City Bi-mo. 60,258

 

 

 

 

Women's Publications (over 1,000

 

000 circulationl,

 

 

 

 

 

 

 

 

 

 

 

Household.Magazine T0peka, Kane. Mo. 1,901,000
Farmer's Wife St. Paul, Minn. M0. 1,169,312
Mother's Winona, Minn. Mo. 1,266,172
Good Housekeeping New York City Mo. 2,205,459
McCall's Magazine New York City Mo. 2,822,001
Pictorial Review New York City Mo. 2,862,597
’Iiman's

Home New York City Mo. 3,032,449
Companion

Woman's World New York City‘ Mo. 1,520,879
Ladies'

Home Philadelphia Mo. 3,044,549
Journal

 

 

 

55

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

rem. LWhere PublishedJHow OffenLCirculation
architecture (tradg:lpurnals)

California “
Arts a Los angeles Mo.
Architecture
‘SOuthweet_’
Builder’a Los angeles Wkly 4,439
Contractor
Architect

5 San Francisco Mo.
Engineer
Cathedral Age Washington quart. 9,967
Bulletin Michigan
Society of Detroit Wkly 1,100
Architects 400*
Nbrthwesti
architect St. Paul, Minn. 6 times 1,245

g; a_year

Architectural 5'
forum New York City Mo. 38,376
Ardhltbctural’
fieoord New York City Mo. 21,810
Building

a New York City M0. 345
Modernization 13,256‘
Liturgical Arts New York City quart.
Pencil Points New York City Mo. 20,261
FETIding

& , White Plains Wkly 802
Realty News
Builder's Guide Philadelphia Wkly 5,000
‘Pennsylvania
Triangle Philadelphia Mo.

 

 

 

I"controlled free distribution

 

 

 

 

56

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Name Where Publishedlflow OftenlCirculation
Automotive Trade
S. A. B. Journal New York City Mo. 6,359
Autobody a the
Reconditioned Cincinnati, Mo. 10,839
Car Ohio fi_
Automotive News Portland, Ore. Mo. 4,021*
Automotive
Industries Philadelphia Wkly 9,748
Chilton
Auto Buyer's Philadelphia Quart. 50
Guide 2,621*
Motor age Philadelphia Mo. 28,175
Venetian Blinds
Venetian
Blind Chicago M0. 200
Dealer 2,700*
American Shade
2 Ft. Worth, Tex. Mo. 4,879‘
Ageing News
Beverages, Brewing, Bottling
Arizona
Beverage Phoenix Mo. 832,
Journal 1,801t_
Western Beverage Berkeley, M0. 2,409
Calif. 3,639*
Wistern
Brewing Los Angeles Mo. 1,353
World 1,312*
Wine Review Los angeles Mo. 1,514
1,375*
BEverage
Industry San Francisco Semi-mo. 6,000
News 13.000‘
West Coast Brewer San Francisco Mo. 4,875*

 

 

 

 

*controlled free distribution

57

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Fame Where Published How Often Circufafion
Wines 2 Vines San Francisco Mo. .....
ROEky Mountain
Beverage Denver Mo. 2,127
Analyst 4,376‘
American “'
Brewer's Chicago auart. 34
Review 3,050*
Brewer's Bulletin Chicago Semi-Wkly .....
Brewer's Digest Chicago Mo. 1,057
Brewer's Journal Chicago Mo. 1,438
Brewery Age Chicago Mo. 2,083
Mida's Criterion Chicago Mo. 5,216
Kgntucky
Bourbon Louisville Mo. 1,440
Magazine 320‘
American Brewer NGW’YOrk City Mo. 1,150
American
Wine 8 Liquor New York City Mo. 3,707
Journal 1416O*
Modern Brewer New York City Mo. 1,698
Spirits New York City Mo. 3,613
Boats
Boating Industry St. Joseph, 6 times 9,000
Mich. afyear
Motor Boat New York City Mo. 27,000
Rudder New York City Mo. 17,726

 

 

 

 

I"controlled free distribution

58

 

 

 

 

 

 

Fame Where Publisied How Often Circulation
Pacific ‘*
Motor Seattle, Wash. Mo. 5,243
Boat 1,295:_
Yachting New York City Mo. 21,033

Pla sterere

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Plasterer Cicero, 111. Mo. 22,000
Bricklayer, 5"“
Mason 2 Washington Mo. 67,000
Plasterer
Plastering Craft Detroit, Mich. M0. 1,200
4,600‘
Northwest
Plastering Seattle, Wash. Mo. 1,400
Industries 1
Construction
Industrial
Register Birmingham, Wkly .....
Ala.

355thweet'Builder

a Los Angeles Wkly 4,439
Contractor
Architect

& San Francisco MOe eeeee
Engineer
Calif0rnia Homes San Francisco Mo. 10,111
Pacific Builder San Francisco Daily 3,007
Pacific
Constructor San Francisco Wkly .....
Wistern
Construction San Francisco Mo. 7,218
News
Rocky
Mountain Denver, Colo. Semi-mo. .....
Contractor
Commercial Record New Haven, Wkly 3,435

*— ———'—

 

Conn.

m

*controlled free distribution

 

 

59

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Tame There Publisied Hm Uftin Circul'aftifi
Biplbsive‘s
Engineer Wilmington, Mo. 10,138
Dale
Constructor Washington, Mo. 3,449
D. C.
U. 30 ‘—
Gov ' t Wadi ington, Wkly 6,200
Advertiser D. C. ‘
Dixie Contractor Atlanta, Ga. Wkly 3,552
Industrial Index Columbus, Ga. Wkly .....
Amefican Builder " "
5 Chicago Mo. 70,291
BuildinggAge
BETIdings 13 times
8: Chicago a year 3,182
Bldg. gt.
Building Chicago Mo. 25,788"
Practical Builder Chicago Mo. 6,258
62.069*
Carpenter Indianapolis, Mo. .....
1nd.
Central Construc- Des Moines Wkly 150
t5; 300*
iiisas
Construction Topeka, Kane. Wkly ....
News
aklahoma LY
Construction Topeka, Kane. Wkly ....
News
Journal
of New OrLeans Daily ....
Comoros
Builder's
Weekly Baltimore, Md. Wkly ....
Guide
Construction Baltimore, Md. Daily l,5€5*
2,7 6
Wturer's 5
Record Baltimore, Md. Mo. 4,679

 

 

 

 

*controlled free distribution

60

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Name Where Pifblld‘ied How Often Circulation
Michigan
Contractor Detroit, Mich. Wkly 1,853
Iiirovement "
Bulletin Minneapolis Wkly 2,745
Mid-west‘ “
Contractor Kansas City, Wkly .....
“Os
Mississippi
Velley St. Louis, Mo. Daily 500
Contractor
Bailding
& New York City' M0. 345
Modernization 13,256‘
Building Products New York City Mo. 47,726’
Building Report New York Uity Mo. 30,000*
‘Bulletin'5?_Gen'l
Contractor's New Ycrk City Mo. .....
Association
CSBstruction
Methods 2 New York City Mo. 19,987
gguipment
Contractor's a
Engineer's New York City M0. 383
Monthly 25,454“
ng nearing
News New York City Wkly 31,145
Record
'BEIIdIng
8o White Plains, Wkly 802
‘ Realty News N. Y.
Building Witness Cincinnati, Wkly .....
Ohio
Builder's Guide Philadelphia Wkly 5,000
Record In Guide , Providence, Wkly 815
R. I.
Building Trends Dallas, Texas Me. 100
fi 10,490*
Texas Contractor Dallas, Texas Wkly .....

 

*oontrolled free distribution

.-

oi

 

 

 

 

 

 

Name Where Published How Often Circulation
Texas Architect

2 Ft. Worth, Tex. M0. 148
En ineer 945*
PacIffc Builder

& Seattle, Wash. Wkly 3,732

Engineer 400*
Index Tacoma, Wash. Daily 365
Western Builder Milwaukee Wkly 1,776
000perative
Builder Superior, Wisc. Wkly 12,624

 

 

 

MW

Containers, Barrels, & Packaging

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Barrel &
Box a Chicago Mo. 1,564
Packages
Fibre Containers Chicago M0. 925
Official
Container Chicago Quart. 260
Directory, 1,730*
Shears Chicago Mo. 1,516
Wooden Barrel St. Louis, M0. M0. 7,335*
NEtional
Cooper's Philadelphia Mo. .....
Journal 1
Forestry a Conservation
1

Trees Santa Monica, Quart. 600

Calif. 3,900*
American Forests Washington Mo. 13,721
Conservation Washington Bi-mo. 2,080
Happy Days Washington Wkly 40,077
‘oontrolled free distribution

62

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Name Where Published How Often Circulation

aura

of Washington Mo. 4,632
Forestry
Forest Leaves Washington quart. .....
University of
WQEhington 86815510 3 timas eeeee
Forest Club a ar

Funeral Directors
Mortician's Digest Los Angeles IMo. 1,950*
Moituary .
Management Lostangelee Mo. .....
Southern
Funeral Atlanta Mo. 3,006
Director
funeral
Director's Chicago Mo. .....
Journal
Modern Mortician Chicago Mo. .....
National Mortician Chicago Mo. 20,000*
Mid:*
Continent Minneapolis M0. .....
Mortician
Eastern States \
Funeral Boston Mo. 3,120
Director 300*
American
Funeral New York City Mo. 9,844
Director _
Casket a Sunnyside New York City Mo. 9,506
Furniture

Western
Home Los angeles Mo. 3,050
Furniture
Chicago
Market Chicago Daily 10,219
Dail
ffin City
Furniture Minneapolis Mo. .....
Digest

 

 

 

 

*controlled free distribution

63

 

Where Pu bl i shed How

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

We Often Circufation

Furniture Index Jamestown, N. Y.Mo. .....

Furniture .

Manufacturer New York City Mo. 1,496

Furniture World New York City Wkly 5,313

Upholstering New York City {Mo. .....
Lumber,ABldg. Materials

CEIIfornIa ,

Lumber Los angeles Semi-mo. .....

Merchant

Western

Building Sacramm to , MOe e e e e e

Review Calif.

Southern

Lumber Jacksonville, Mo. 2,436

Journal Fla. 460*

American Lumberman Chicago Ftntly 9,944

Building

Supply Chicago Mo. 8,451

News

Hardwood Record Chicago Mo. .....

Wood Products Chicago Mo. 4,:12‘

7

lttdworkfng

Machinery Chicago Mo. 12,613*

Illinois

Building’ Springfield, Mo. 1,500*

Haws Ill e

Veneers a Plywood Indianapolis Mo. 1,225

Whod Worker Indianapolis Mo. 3,237

News Flashes Des Moines Mo. l,350*

 

 

 

 

I"controlled free distribution

 

64

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Name mere Published How Often Circulation

Northwest

News es Moines Mo. 2,010*

Flashes

CosgroveTs

Magazine Owosso, Mich. Bi-mo. 4,300

Missisiippi ,

Valley IMinneapoli s Wkly . . . . .

Lumberman

Retail Lumberman Lenses City, Mo. 2,902

MOe

Lumber'Merchant Lincoln, Nebr. Mo. 1,200

Building Products jun York City Mo. 47,726“

Flooring blew York City Mo. 2,709

New York

Lumber New York City Semi-mo. 2,122

Trade Journals

Lumber Cooperator Rochester, N.Y. Mo. 1,500

Wood Construction {Xenia, Ohio Semi-mo. 1,536
1,598‘

Urowrs

Baltic Coast Portland, on. semi-'mOe eeeee

Lumber Digest

Facific

Retail Portland, Ore. Mo. 1,004

Lumberman i“ 1.511‘

Timberman Portland, Ore. fMo. 4,228

Plan Philadelphia Mo. .....

Memphis Lumberman Memphis, Tenn. Mo. 2,800*

Southern Lumberman.Nashville, Semi-mo. 2,937

Tenn.
Gulf Coast
Lumberman Houston, Texas Semi-mo. .....

 

 

 

 

I"controlled free distribution

65

 

Name

are Published

ow Often

Circulation

 

Wtet
Coast
Lumberman

Seattle, W88he

MOe

4,594

 

Wtitern
Retail
Lumberman

Seattle, Wash.

MOe

1,018

 

lumber &

Building Material

Dealer

l---------d

Public
Service
Ma;azine

   

lturnal of the
Pacific
Re Re CIUb

 

Milwaukee, Wise.

MOe

 

 

10,055*

 

 

Public Utilities

Ste P801, Minn.

Railroad

San Francisco

 

MOe

MOe

36,224

1,000

 

Bulletin of the
American Railway

Engineering Ass'n

Chicago

MOe

2,025

 

Railway Club
of
Pittsburgh

Pittsburgh, Pa.

MOe

1,350

 

§3uthwestern
Railway
Journal

Ft. Worth, Tex.

MOe

6,500

 

Chisapeake
& Ohio
Magazine

Huntington,
We Va.

MOe

54,751

 

Model Railroader

Wauwatosa,
W180.

MOe

8,609

 

Mass
Transportation

Chicago

MOe

5,875

 

Railway
Engineering 5
Maintenance

Chicago

MOe

6,560

 

Railway
Purchases
& Stores

Chicago

MOe

1,165

 

Focket List
of Railroad
Offic ials

New York City

Qnarte

11,253

 

fiiilway
Electrical
.lngineer

 

New York City

 

ll"controlled free distribution

MOe

 

5,188

66

 

 

 

 

 

 

 

 

 

isms Where Published How Often Circulation

Railway

Mechanical New York City Mo. 5,323

Rngineer

Transit Journal New York:City M0. 4,016

Railway Age New York City Wkly I 8,560
Roofing 1

American Roofer New York City 1M0. ‘ .....

H

 

Telephones & Telegraph

 

Communications New YOrk City Mo. 7,550

 

TSIegraph &
Telephone New York City Mo. 5,982

Ag.

 

 

 

 

The Start of Association Advertising Activities

In 1925, the Supreme Court of tin United States
reversed a lower court decision and exonerated the Maple
Flooring Manufacturers Association from charges of trade
restraint and price fixing. Justice Stone read the de-
cision in which was included the following sentence:

"The defendants have engaged in many activities
to which no exception is taken by the government and
which are admittedly beneficial to the industry and to
consumers such as 000perative advertising and standard-
ization and improvement of its product."

Cooperative advertising has been used by many in-

dustries for many years. To demonstrate that some of

67
the progressive merchandisers do not even consider com-
petitor’advertising detrimental to their selfish ends,
the story about the Printz-Beederman Company and the
Hart, Schaffner, & Marx Company is very interesting.
When an announcement was nade by the Hart, Schaffner, 8t
Marx Company that they were to invade the tailored wom-
en's wear fisld, there appeared an advertisement in the
trade papers by Printz-Beederman welcoming its competi-
tor wholeheartedly. The former firm believed that an-
other high grade fabricator doing extensive advertising
would promote the business to an extent that tbir own
advertising and sales would benefit.

To carry the point a little further, H. B. Agnew,
an advertising expert, tells about a dress manufacturer
in New York City who asked his competitor to advertise
and even offered to sponsor part of its cost. However,
the business pride of the competitor would not accept
this generous offer. One is 1ed.to believe that the
offerer might have known beforehand that the offeree
would not accept his money. Anyway, the above two cases
show an interesting variation of 000perative ideals.

In his book, Cooperative Advertising by Competi-
,3235, Mr. Agnew quotes from a letter sent to him by a
greeting card manufacturer in.answer to a query about
the foundation of cooperation in his business. It might
well be compared to some of Charles Lamb's essays in

its interest.

68

”Whenever I nude a display of cards, I used every
precaution to keep my competitors out. I even used to
stand in the door with my hip propped against one side
and elbow against another to prevent them from coming
in to make a surreptitious examination of my stock. I
knew that they would go out and buy the designs and then
attempt to reproduce them. Usually my attempt to pro-
tect my display was only partially successful. The par.
loining of samples resulted in placing a cheapened and
less attractive card in competition with mine. But to
be perfectly hone st, it was the same thing that I often
did myself. If I could pick up an attractive card, I
did not hesitate to cOpy it. If I could improve on it,

I did so. If not, I reproduced it as nearly as I could.
Like many of my competitors, my reproductions were fre-
quently inferior to the original.

"One day when I was trying to figure out why the
greeting card business was so poor and why it was so hard
to make a living in it, it occurred to me that one of the
most serious things the matter with our business was
that our product was so poor. Of all the cards that I
was engraving only a few would be any credit to a sender.
They were cheap, inartistic, and lacked in workmanship.
Out of my whole line there were only a few that a gentle—
man or lady would want to send to a friend. Those of
my competitors were no better. Then when I asked myself
why these cards were so poor, it occurred to me for the
first time that we were all degrading our business, ccpy-
ing rather than creating. Furthermore, it suddenly ap-
peared to me that trying to put out an article of taste
en a price appeal was absolutely wrong - but that was
exactly what we were doing.

"What we needed to do was to make better cards and
get better prices. Then I could see instead of fighting
with one another for new customers, we all needed to go
out and develop new customers and new business.

"The next thing was what to do about it. I did not
doubt but my competitors would all agree with me if I
could only present it to them in the way that I had
thought it out for myself - but up to that tims my com-
petitors were my enemies. I could not go to them in a
friendly way and talk over a matter of mutual interest.
Finally, I resolved to try a desperate experiment. I
telephoned to each one of my leading competitors and
aked him to come to my office at ten o'clock the fol-
lowing Tuesday morning. I told him that I had a business
proposition that I wanted to talk over with him. At no
time did I hint that there was to be anyone else present
excepting the two of us.

"You can inagine the surprise of these men upon
arriving at my office to find that they were not meeting
me personally, but that all of the lated competitors were

69

there together. The atmosphere was very much strained
and black looks prevailed. When the last man arrived,
I immediately broke into my subject.

"I said, 'See here, noys, the greeting card business
with me is mighty poor. It is simply rotten.‘ Then I
proceeded to tell them why I thought it was so bad. I
pointed out to them that most of the greeting cards that
we were putting out were no credit to us or to the people
who bought them to send to their friends. ,1 did not,
however, urge that we discontinue stealing designs from
one another or prOpose any other reforms. I simply said
to them; 'Now if I know anything that will help you boys
to make your cards better you are welcome to it. Before
you leave here I want you to go through my plant and in-
vestigate everything I am doing. If I am producing any
results that you are not familiar with I will tell you
everything about it that I know.’ Then I proceeded to
review the difficulties that some of them had evidently
had in copying my best work. I pointed out to Charley
Aiken that he had not used the right kind of red in at-
tempting to reproduce my rose du Barry. 'If you are still
making those and are interested, I will show you Just how
I mix my ink and I believe that you can make your card a
whole lot better.'

"The men looked at one another in surprise and be-
wilderment. They could.hardly believe what I was saying
to them. They thought that I had gotten them there to
lodge complaints and to pass accusations. Instead of that
I was throwing my plant open for their inspection and
giving them the benefit of everything that I knew. The
atmosphere soon thawed out. They very gladly accepted
my invitation and we went through the plant. I took extra
pains to explain every device that I had available and to
open all my secrets of manufacturing. Finally we com-
pleted an inspection of the plant at about half past
twelve and we all went to lunch together. That was an-
other innovation. It was more than that; it was the first
of a series of luncheons and get-together meetings that
finally resulted in the organization of our association
and in the advertising of greeting cards which has in-
creased our business from eleven million dollars to fifty
million dollars a year."

The Incentive in the Lumber Industry
At the ninth annual convention of the National Lum-
ber Manufacturers Association, Mr. W. A. Gilchrist of.Mem-
phis, Tennessee gave a talk on "Advertising of Substitutes

for Wood." He viewed the inroads of other materials

70
with alarm, and cited many advertisements as untruths.

The following was taken from the Saturday Evening Post

 

of’that period:

"Learn about brick. Everyone admires a brick house.
Pew realize its low cost and economy. Brick is the most
beautiful, most reliable, really the cheapest building
material in the world. The cost of wood has risen until
a wood house costs more to build and maintain than a
brick house. Learn the facts. Send today for our free
books.
The Building Brick Association of America
Flatiron Building, New York."

Here is a slate-roofing advertisement of pro-war
v inta ge :

"The resisting qualities of our slate-surfacing
material are such that it is especially recommended for,
and is being largely used, as a roofing on pulp mills,
chemical works, acid and fertilizer plants, and other
buildings used for like purposes, where roofs are affect-
ed by acid, gases, or fumes. Used in any climate, can be
applied in cold weather, and is equally well adapted to
uneven, flat, or steep surfaces; can be laid over old
shingles - costs less. Sold on its merits and lasting
qualities. The first coat, the only cost. Guaranteed
for ten years without a.coating.'

On May 13, 1911, there appeared an article in a
building magazine discussing building materials and their
choice. Under the heading of "brick" were the following
words:

"Wood has long been the cheapest building material
in America in respect to first cost, and so it has been
the popular Opinion that brick was too expensive except
for the wealthy. But all the time the supply of lumber
has been diminishing, and t oday the price has advanced
until it is not very much cheaper than brick. In fact,
the difference is so little that with the many advantag-
es of the more endurable material it seems almost folly
not to use it. An ordinary small brick house costs about
fifteen per cent more than one of frame construction, yet
at least twelve dollars a year is saved which would be
required to paint an eight-room frame house, and that is
the average interest on two hundred dollars.

71

”It cannot be denied that brick is the most permanent
building material in the world. It has been proved so in
all civilized countries through centuries of time. No
surface treatment such as painting is ever necessary.

The effects of weather upon it are almost inappreciable,
as are also those of fire. Brick has been through fire
before it is used, and so will resist fire. In fact, the
prOportion of burnt clay in a building determines to what
extent it is absolutely fireproof. This is diown by in-
surance rates. Here in the vicinity of New York the rate
for brick buildings is one-half that for wooden struc-
tures.”

A great deal of substitute prOpaganda was prevalent.
Employing the highest type of copywriters, and media that
penetrated to industrial and ultimate consumers, substi-
tute manufacturers were converting numerous wood users.
Table XV shows the expenditures totaling at least twenty
million dollars from 1904 to 1910, a seven-year period.

Table XV Annual Advertising Expenditures for Substitutes
'(1904-1910 incl.)

com‘ntOOOOOOOOOOIOOOOCOO0.0.0....0.00.00.00.00 s 600.000

Concrete posts & building blocks.............. 125,000

Concrete piles and metal piles................ 25,000
concr.t0 SidewalkBOOOOOIOOOOOOOOOOOOOOOOOOI... 100,000
Steel tanks and concrete...................... 25,000

Metal furniture & filing cabinets............. 125,000

Metal lockers................................. 25,000
Stone......................................... 75,000
Brick......................................... 150,000
Fireproofing houses........................... 125,000
Iron Fencing.................................. 200,000

”at“ Star. front..OOOOOOOOOOOOOOOOO0..0...... 1.000.000

Metal cornices...............................
Metal window screen frames & weather strips..
Metal ceilings...............................
Expanded metal and metal 1ath................
"Wall Board" and composition lath substitutes
Tile, cork, and composition flooring.........
Metal window frames..........................
Metal shingles...............................
Slate roofing................................
Tile roofing.................................
Composition roofing..........................
Prepared ready roofing.......................
Tin roofing..................................
Paper boxes..................................
"Metal lumber"...............................
Metal rowboats, launches.....................

Metal doors & trim...........................

72
15,000
20,000

200,000

150,000
50,000
25,000

100,000
50,000
50,000
50,000

150,000

200,000

100,000

5,000
75,000
75,000

150 000

5501150655

Mr. Gilchrist felt, as many lumbermen at that time

did, that there was little advertising of their Iroduct;

but what little there was, enveloped the industry only.

Pine was advertised in competition with spruce, oak from

Indiana was highly touted in competition with Appalachian

oak. While the intraindustrial battle was taking place,

substitute manufacturers stole their business before the

combatants' very eyes.

Mr. Gilchrist ended his epeech:

75

"This association is representative of a production
of twenty-five billion feet of lumber. Who would.begrudge
an expenditure of one cent per’thousand on their cut? What
a fund it would create, handled in.a suitable manner!
Lumberman, stop being fatalistsi Help yourselves: and
accept this as one of’the methods to combat our problems.“

Substitute advertising was the most talked of subject
at that meeting in Chicago in 1911. A. T. Gerrans of
Houma, Louisiana informed his audience that thirty-six
railroads invested $45.55 per mile of track in 1910 to
convince the public to travel on their roads. Then he
continued:

"Now'contrast that with what the lumbermen have done
to sell their product to the same identical pe0p1e that
the railroad man tries to reach, and we find that in 1909
there were forty-four billion feet of lumber sawed. No
one will dispute me When I say that at the lowest calcu-
lation this lumber was worth ten.dollars per thousand,
average. Then that means four hundred forty million dol-
lars. How much did we lumbermen spend in 1909 to intel-
ligently (as does the railroad man) put our goods before
the customer? And how intelligently was it done? We simply
carried our advertisements in our trade journals, there to
be read by the retail dealer or wholesaler, as the case
may be but not a dollar did we spend in an endeavor to
reach the man who builds the house - the real, actual con—
sumer of our product. We all take the current magazines,
and who among us does not look over the ads, made so at-
tractive by men skilled in their profession, and what do
we find? I will tell of a few:

”The Stewart Iron Works Company says: 'Cheaper than
wood, lasts a lifetime. Let us Show you economy.’

"The Good Roads Machinery Company, who says: 'With
our adjustible molds, concrete culverts properly construct-
ed are undoubtedly most durable, and with these ferms can
be built at about the cost of lumber culverts.‘ It seems
fran this that the one consolation we have hugged in our
bosom that we still would be able to furnish lumber for
the moulds or forms is becoming a delusion.

"Fish and Company, who advertise tapestry brick, says:
'You can afford a brick house - you cannot afford one of
WOOde'

74

"The Safe Cabinet Company says: 'Equally as conven-
ient as best wooden cabinets and costs only a little,
very little, more than wood.‘

"Johns-Manville Company says: 'Our asbestos fireproof
shingles never rot, decay, warp, or'split like wood shing-
les.‘

"Detroit Steel Products Company says: 'Steel windows
command a small premium in price over woodenvwindows, but
do not require constant outlay for renewals or repairs,
and When considered from a practical standpoint, are never
discarded in favor of wooden sash.‘

"I could take an hour of your time reading such ads,
every one a conveyer of specious arguments to convince our
old custaners not to use wood and in every case that they
succeed they take away another slice of our old trade. To
quote from a recent issue in a paper: 'Lumbermen, no mat-
ter what may be their individual differences, must take
energetic measures to defend themselves against the com-
mon enemy.‘

"We may be mistaken, but we believe that the lumber-
men of the entire country are about ready to effectually
cooperate in something that gives promise to utilize their
combined efforts for the common good. Therefore, gentle-
men, if our competitors are intelligently and diligently
seeking to convince our old customers that they want some-
thing besides lumber, we, in self defense, must seek to
educate them, for intelligent advertising is nothing more
nor less than education.

"There has been no concerted effort by the producers
of substitutes for building materials of any kind to in-
Jure lumber, but advertising has been done for several
years by cement, fireproofing, metal sash, prepared roof-
ing, metal shingles, and other similar manufacturers, the
mass of’thich has been enough to seriously interfere with
the natural growth of the lumber market as auwhole. We
will not attempt to put them out of business, but we must
arrest the trend of events. Why can't we put up a fight
for“wood that will knock the tar out of prepared roofing
and the daylights out of'metal sash? Our competitors have
rolled us pretty thoroughly, but let me call to your atten-
tion to slip no. 1 (slips were put on the chairs of all at—
tending representatives, and described important quotations),
where, after all the rot, decay, warping, splitting, and
other bad qualities of poor wood, we learn that the crown-
ing defect of all is that it is unsightly!"

Mr. G. E. Watson, secretary of'the Soufliern Cypress
Manufacturers Association read a letter’from J. H. Don-
aldson, a retail lumber dealer from.New Washington, Ohio.

It explained the attitude of the retail lumber dealers:

'75

"...for some time we have been trying to figure out
what the trouble is with the shingle market. We realize
that we are only furnishing shingles for a very small per-
cent of the roofs in this part of Ohio. Our trade is all
with farmers, and we never miss an Opportunity to talk
shingles for covering either new or old buildings, and
we are astonished at the great diversity of reasons given
by the farmers themselves why they should use almost any-
thing rather tmn shingles.

"We were much interested in the discussion on the
subject contributed by an Ohio man and published in the
American Lumberman recently. It indicates to us that
there are others besides ourselves who are beginning to
feel that something should be done to relieve the situa-
tion; and, you know, we never begin to seek a remedy for
any harmful condition until we realize that such a condi-
tion exists.

”In riding through a number of states recently, I
observed that nearly all of the newer buildings everywhere
are covered with other kinds of roofs: therefore, I con-
clude that lumbermen everywhere must begin to feel the
loss of mingle trade soon, and naturally all will begin
to seek the remedy, if they are not already seeking it.

"I believe that lumbermen, generally, believe in
shingles: that is, they believe that a man can roof his
building with a good, serviceable roof covering for a
term of years at a small initial cost and upkeep cost
with shingles than with anything else, unless the roof
should be so flat as to shut out shingles entirely. I
think also that the ordinary lumberman believes that we
are getting a pretty good class of shingles, except in
rare cases, where some mill sends out a poor lot; at any
rate, I do not believe anyone will contend that all of
the retailers of today are poorer salesmen than they were
twenty years ago. Neither will anyone contend that re-
tailers are spending less on advertising now than they did
then. So that if you will concede to us that our goods
still have the merit: that we are reasonably good merchants:
that we are diligent about advertising and getting peeple
informed as to what we have to offer to meet their needs,
then you must concede that the trouble lies, partly at
least somewhere else.

*You will say that you are not interested in all of
the foregoing because it recites only what is the matter
and you will ask, 'Well, what is the netter?’ Now, if you
will ask one hundred persons that question each will give
a different diagnosis and offer a different remedy, and
like the blind man and the elephant, each will be partly
in the right and yet all in the wrong.

"Personally, I think that the shingle producers and
wholesalers, who are the ones having the most at stake
in it all, lave been outclassed as merchants by almost
every Tom, Dick, and Harry who could get up any old kind
of a roof covering and get a well-sounding name for it,

76

and then had the enterprise and the money to advertise
it to the roof-using public, thus educating the roof
users away from shingles and to everything else.

"If you talk to the farmer about shingles for his
new barn he will tell you about somebody's grandfather
whose barn had burned, losing all his crop because a spark
from the engine caught in the mingles when they were
threshing. Another will say that an iron roof is cheaper
than shingles, which is not true; but it does not make so
much difference in making a sale what the truth is as what
the buyer believes the truth is. Another will say that
the lightning will follow down his galvanized roof and
down.his conductor and leave his barn unharmed. another
will say that his insurance costs him less. Another will
say, 'Why, nobody uses shingles any more.‘ Anoflner will
point you to some good iron roof that has been in use for
twenty years and is still in good shape, and so on. Now,
where have the roof users obtained all of'this information
and misinformation? You know it is the result of general
advertising carried on by the roof producers and reaching
the roof consumers. and every class of roof, except
shingles, is so pushed by the concerns who produce the
roof.

"If we will let some composition man put us in a few
rolls of roof that will last a few years when laid, we
can send him a list of one or more hundreds of names and
he will take up a campaign of systematic hammering at them
until he gets them to come after some of his roofing.

”I do not know of any of the shingle producers ad-
vertising their products in any periodicals of general
circulation. And even the advertisements furnished to
the lumber trade journals do not furnish the retailer
with any arguments to use for'shingles as compared with
other roofs. What they say in a stereotyped way is that
they have shingles that are superior to all others. What
we want them to tell is why the shingles are superior to
all other roofs and to tell it in such a way that it will
be convincing. We also want them to tell it to the mil-
lions of people who are going to use some kind of a roof
Boone

”Now, I believe that if the big fellows will do their
part the retailers will meet them more than half way. If
they will wake up and put same of the kind of vim into
their'advertising that is put in by composition roofing
concerns, by patent medicine men, by ready-made clothing
houses, and by breakfast food factories, they will find
the retailer ready to pay for epace in local papers to
help sell shingles.

"The shingle business has merit and can‘be*won back
again by a mighty united effort, but sich things do not
Just happen, but require brains, enterprise, and money
to bring them about."

77

An appr0priate comment on this interesting letter is
that nothing substantial had been done until the present
depression. Since 1952, the Red Cedar Shingle Bureau has
conducted advertising campaigns to increase the consump-
tion of Red Cedar Shingles. The production of shingles
has decreased rapidly from.l905 to 1952. In 1905, some
15,500,000,000 shingles were produced: in 1911, when the
above letter was written, only twelve billion: in 1915,
8,400,000,000: in 1925, 7,500,000,000; in 1929, 6,100,
000,000: in 1952, only 2,100,000,000.

Table XVI Shingle Production

 

 

 

 

 

 

Year Production in Thousands
1905 15,540,909
1911 12,000,000
1915 8,459,000
1925 7,524,000
1929 5,110,000
1952 2,110,000

 

 

Red Gum Adverti 81$

 

At this same meeting in 1911, Mr. George N. W.
Luehrmann of St. Louis,.Missouri spoke about his activi-

ties in specialty advertising:

78

"At the request of some of the members I have been
asked to relate our experience in advertising red gum.

Our company was one of the original five that advertised
red gum. During the first four months of the campaign

of advertising, we received practically no inquiries or
orders that could be traced to that particular advertis-
ing. After the fifth month, however, we secured a great
number’of’orders and received a very large number of in-
quiries so that we were Justified in.inoreasing our pric-
es. The market price at the time we started to advertise
was about twenty-two dollars at the mill on first and
second red gum. When the orders began to materialize,

we had no trouble in securing twenty-six dollars and in a
very short time thereafter, twenty-eight dollars at the
mill. Our campaign started commencing with January, 1908.
Since then we have had no surplus of first and second red
gum. Our prices have since then been increasing so that
today we are receiving thirty-six dollars to forty dollars
for first and second red gum and twenty-one dollars for
common red gum at the mill.

"The amount of money we spent during the first twelve
months was comparatively small. It was not an easy matter
at the time we started this advertising to induce the ori-
ginal five to subscribe the required amount. Mr. Gilchrist,
now a convert, was the hardest customer to convince that
the advertising:we were about to begin was in the prOper
channel to sell our red gum at a respectable price. It
really became necessary for us to lock.him up in his room
and not release him until he signed the contract. He is
today one of our most enthusiastic manbers, and is ready
to be the first to sign his subscription for each year."

Mr. Luehrmann went on to weak about how wood com-
peted with steel in railroad car construction. He made
these interesting remarks:

'...Within the last six months I have known several
friends who have gone east on passenger’cars built of
steel. They complained bitterly at the end of their ride
and stated that they would never travel in another steel
car if it could be avoided...

"Personally, I believe the lumbermen have overlooked
a crying need to have advertised their goods at an early
date. I certainly feel that an organization or club should
be formed at once and receive the support of every timber
owner and manufacturer in the United States. A committee
should at once be appointed and men should be selected
who have had experience in this line of work."

79
The First Appropriation

As a result of this meeting of the subscribers to
the National Lumber Manufacturers Association, A. T.
Gerrans, J. E. Rhodes, and George E. W. Luehrmann were
appointed as the committee on advertising and publicity.

The 1912 annual meeting was held in Cincinnati,
Ohio, and the committee on.advertising read its report.
It recommended that "the National Lumber Manufacturer's
Association enter into a practical and efficient adver-
tising campaign." In June, 1911 the committee was in-
creased to five, the original three members included.
One each representing the West Coast, Yellow Pine, White
Pine and Hemlock, Hardwood and Cypress industries. They
were given authority to "establish and maintain an adver-
tising bureau, to secure the ablest and best qualified
counselor agent, and to employ the necessary assistants."

The assessment asked from each subscriber was 8.01
per thousand feet produced. This would mean a fund of
from $125,000 to $150,000 a year. It was decided, how-
ever, to undertake the campaign after one hundred thous-
and dollars had been reached because some of the subscrib-
ers might not be able to Join on the assessment basis.
The Southern Cypress Manufacturer's Association was the
first to commit itself; then followed the North Carolina
Pine Association: the Georgia-Florida Sawmill Association:
the West Coast Lumber Manufacturers Association: the

Western Pine Manufacturers Association; the Northern Pine

'80
Manufacturers Association; the Hardwood Manufacturers
Association. Finally, the Yellow Pine Manufacturers
Association decided to assess members two cents per
thousand board feet, half of’which would be spent for
Yellow Pine advertising.

The Crosby-Chicago advertising agency was retained
to do what might be called expert work. So important
was this advertising work in the minds of the whole
association that the office of the manager was moved
from St. Louis to Chicago so that he might be able to
handle this activity in conjunction with his others.
Incidentally, this agency did the red gum advertising
that was mentioned by Mr. Luehrmann.

The competition of substitutes was the primary
reason for establishing this hundred-thousand-dollar
fund. It is a well known fact that people tend to fight
among themselves until a greater danger threatens the
entire group. Upon recognizing this, the individuals
form a.c00perative venture and hope to successfully

combat it with their combined efforts. A great deal of
impetus was given to the hundred-thousand-dollar quota

by the adverse publicity present in newspapers and maga-
zines at that time. 1912 was a peak year for "trust-
busting" activities in the lumber business. These ac-
cusations made lumbermen realize that if they did nothing
to counteract this prOpaganda, they would lose still

more markets.

81
Cypress Follows Gum
Mr. G. B. Crosby of the Crosby-Chicago advertising
agency, the firm.which was retained as adviser to the
National Lumber.Manufacturers Association in 1912, wrote
the following to the secretary of the Quoin Club of New
York City in 1910:

"Another account which is in part a graduate from
the trade field, and is at the same time definitely a
creative work, is the Red Gum advertising. This we be-
lieve to be a peculiarly potential piece of virgin soil.
Recent events already accomplished prove this in part,
and other events Which we apprehend will occur and will
likely go further in demonstrating this belief. So far
as we know this is the first office which ever had the
temerity to attempt to advertise lumber’to the general
public through general mediums. The results, upon a very
modest basis of expenditure, have been not only decisive,
but prompt. The result will be a very much increased
appropriation next year for red gum advertising, and un-
doubtedly the extension of the list to include several
other general mediums not upon the present schedule.

"As a matter of passing interest, we may state that
the annual cut of red gum is t28,000,000 feet, and that
during the past eight months or so we are credited with
having added to the producers' price from four to six
dollars per’thousand feet. We should prefer that the
testimony upon this and related points should come from
our clients in.this case rather than from ourselves.

”The possible importance of this lead was recently
well evidenced in the fact that this office received an
invitation to attend, last May, the annual convention of
the Cypress Growers Association of the various southern
states in New Orleans. We accepted the invitation and
made a talk upon the subJect of enhancing the value of
cypress and extending its market. It is an interesting
sidelight that some of the cypress growers had a modicum
of red gum lumber upon their'land and were interested
in the fact that they were securing far better prices
for their small quantity of red gum than they had a few
months before. They were conscious of not having done
anything to produce this advance, and were consequently
interested in its causes.

"Upon investigating the possible reasons for this
advance, they discovered that the red gum people had been
doing systematic advertising with a part of the money
spent in general mediums. They also discovered who had

82
been doing it. They thereupon invited representatives
of this office to speak to them upon this topic. We
did so. Apparently, as a result of that and ensuing
consultations, a fund was established by the Cypress
Growers Association, and in due course, the account was
placed in our hands. It is now about to begin its sched-
ule, in a fairly representative list of general mediums.
This list is undoubtedly likely to be much extended next
year. We have no reason to apprehend any less favorable
results thannwe secured for the red-gum pe0ple. This
again was an instance of creative work. We made the
cypress account as we made the red-gum account out of
absolutely nothing but thin air and faith."

It must be remembered that the five red-gum advertis-
ers were not formed into an assoaiation; but voluntarily
000perated to advertise their product. Very much can be
said to condemn the practice of demand creation followed
by price raising. The red-gum advertising cannot be prov-
en to have been beneficial to the consumer. It might have
been informative and educational; yet it cost the consumer
money. One of the arguments that advertising helps the
consumer by encouraging more peOple to buy, thereby lower-
ing production costs and ultimate prices, is refuted by the
red-gum example. On the other hand, the cost of manufac-
ture usually doesn't enter into the market price of lum-
ber. If p90p1e want it, the price goes up. If people
won't have it, the price goes down to induce them to buy.
There are very few manufactured it ems that are as sensitive
to economic conditions as lumber; and because of constant
fluctuations in price, some people might argue that the
red-gum manufacturers had every ethical right to get as

much for their product as the buyers were willing to give.

85
Table XVII shows the dates of the first permanent
advertising appropriations fer four lumber and three

substitute associations.

Table XVII Cooperative Appropriations

 

 

 

 

 

 

 

 

First No. of
Name Date of Approp'n 1925 Magazines
First Magazines Approp'n used in
Appr0p'n Onl 1925

AmericanZWalnut ‘41

Manufacturers 1919 5 4,704 $24,979 11
Association
Maple Flooring

Manufacturers 1922 11,570 15,080 8
Association

Oak Flooring I
Manufacturers 1919 10,578 55,442 11
Association

So uthe rn Cypre s 8
Manufacturers 1915 17,224 950 } 7
éggociation

Common Brick “—
Manufacturers 1920 51,082 10,176
éssociation

Portland

Cement 1916 44,656 91,990
Association
Associated

Tile 1922 5,720 16,914 12
Manufacturers

 

 

 

 

 

Oak Flooring Cooperative Advggtising
One of the first associations to start advertising

was the Oak Flooring Manufacturers Association. In 1909,
it started its educational work which helped to put oak
floors in office and public buildings where its use was
unknown. It, together with the Arkansas Soft Pine
Bureau, was the only lumber association to continue ad-
vertising during the war. The Oak Flooring Manufactur-
ers Association spent 510,578 in 1919, and $55,442 in

84
1925 for magazines alone. It is computed that from 1909
to 1926, the business of its subscribers increased eight
hundred per cent. In 1926, the money raised by assess-
ing members on the basis of production amounted to two
hundred thousand dollars to be spent for all advertising
media. This 000perative campaign has been a starting
block for individual advertising. The combination of
the tuna, working in complete unison, has done a great
deal toward this eight hundred.per cent increase in busi-

ness during a fifteen-year period.

Black Walnut 000perative Advertising

Before the great war, ninety per cent of the black
walnut lumber manufactured in the United States was ex-
ported. Although only ten per cent was used for home
consumption, the mills did not feel especially concerned
because the European demand absorbed Just about as much
as they were able to produce. It was a common American
observation at that time that black walnut was gradually
being cut out and would disappear from the market entirely
within a short time.

When the United States entered the war, the walnut
export business was cut off overnight. This seeming cat-
astrophe for the manufacturers of this product was avert-
ed when it was found that walnut did not easily warp,
split, or roughen when exposed to the elements, and

therefore was ideal for gun stocks and airplane propel-

85
lors. Not only did these uses convert the export business
into home consumption, but also government representatives
were sent out into the field to locate new stands of black
walnut timber.

The normal production was increased from fifty mil-
lion feet annually to one hundred million feet. This ab-
normal prosperity did not blind the eyes of the manufac-
turers.for they knew that as soon as the war was over
their home market would disappear as quickly as it appear-
ed: and theywwould be left to try to rebuild.an export
business, a task requiring many, long years of hard work.

A number of manufacturers called a meeting and decid-
ed to start a dealer and manufacturer sponsored campaign
to again popularize walnut for furniture and interior
trim. When the war ended in 1918, they increased their
appropriations, and made direct appeals to the consuming
public. Since 1919 and until the market crash in 1929,
these manufacturers have been advertising to the general
public.

In 1926, eighty per cent of the walnut produced here
was consumed in the United States, and only ten per cent
'was exported. This is a complete reversal of conditions
1n.1914. This story demonstrates that markets can be
changed if the right procedure is used. Admitting that
an emergency existed, the manufacturers of black walnut
decided to do something about it. They saved a fifteen—
million-dollar industry.

86
western.Red Cedar
The Western Red Cedar Association subscribers pro-

duced about ninety per cent of the cedar poles and pil-
ing in 1926. They Joined in a compaign to advertise
the lasting qualities of cedar poles. However, they had
a very limited market and rightfully decided that a gen-
eral consumer campaign would be a waste of money. By
using a carefully selected list of’magazines, the twelve-
thousand-dollar appropriation voted was effective and
increased their sales. The association acted as a pur-
chasing directory and put buyers in touch with producers.
Without this campaign, this "brokerage" function could
not have been pursued so effectively.

Arkansas Soft Pine

 

The Arkansas Soft Pine Bureau started advertising
in 1912 and was the only lumber association besides the
Oak Flooring Manufacturers to continue its appropriations
'through the war. It has taken upon itself many education-
a1 phases of the lumber industry: however, its main at-
tempt is to establish Arkansas Soft Pine as a wood with
few equals for interior finish in better types of homes.
Although Arkansas Soft Pine is in reality a hard pine,
this advertising has convinced a good many consumers
that Arkansas Soft Pine is at least half way between the
two; and a good many more that it is really a sort pine.
Because of 5118 smart merchandising, this “special var-

iety" of shortleaf pine has brought a premium price in

87
most of the markets. Individual members usually
advertise in the trade Journals only. The association
spent about sixty thousand dollars a year for consumer
advertising prior to the depression.

California White a Sugar Pine

The California White and Sugar Pine Association,
now incorporated in the Western Pine Association,
started a campaign to broaden the market for their pro-
duct in the middle twenties. An unusually high assess-
ment of seven cents per thousand board feet produced
eighty thousand dollars to start the campaign. Only
about fifteen per cent of the mills Joined the associa-
tion; but they represented eighty per cent of the pro-
duction.

Mahogany

The mahogany association started advertising in
1925. Its campaign was directed toward educating pe0ple
in the qualities of mahogany as furniture and interior
trim, and convincing them that the price was not too
high. The association represented forty per cent of the
importers of mahogany in 1926 doing ninety per cent of
the business. These subscribers considered the campaign
successful since they voted the same appropriation for
more than three years.

Wooden Wheels for Automobiles
The story of the wooden wheel is one of not so

long ago. All steel automobiles are a product of the de-

88
pression. The manufacture of automobile wheels is cen-
tered in the hands of relatively few manufacturers, and
because few automobile factories make their own wheels,
they feel that they have nothing to advertise. This is
a return to the bottom of a repeated cycle. The manufac-
turer of wooden wheels for automobiles thought the same
until the disk type of wheel began to be prominently ad-
vertised, and the resulting competition bit into their
market. To offset these inroads, the manufacturers of
wooden wheels started a campaign in 1918, which was to
be continued for four years; but lasted only until 1921
because of lack of funds.

At that time, it was believed by the members of the
association, that the campaign had done its work. At
any rate, the losses to other styles of vmeels became
stationary. In other words, the rate of gain uade by
solid vheels was cut down. The cooperative advertising
appr0priation varied from forty thousand dollars to one
hundred thousand dollars a year for the three years.

We, who live in this day and age realize that the
money spent on this advertising campaign was wasted.

The wooden wheel went out of existence as did the wooden
sidewalk. However, it is interesting to note that no

matter how obsolete a product may become within a rela-
tively short time, it is still possible to elongate this

"period of transit ion" and so enable the nanufacturers

89
to decide on whether they wish to continue the fabrica-
tion of the obsolete article or change into the new
field. Many manufacturers uake this decision too late
and are put out of business. Others adapt themselves
rather easily and become leading manufacturers of what
was once a competitive produzt.

California Redwood

The CalifOrnia Redwood Association started adver-
tising in 1916, and has done a.great deal in the educa-
tional field. The ordinary consumer believes that there
is only one species of redwood, the big tree, native of
the Sierras in California. He has heard over and over
again that these trees are a national inheritance and
should not be used fer individual exploitation. The
California Redwood Association has demonstrated that
there are two species of Sequoia and that their lum-
bering was going on in the coastal ferests and not in
the mtive habitat of the Big Tree. This educational
work was done for both dealers and consumers.

It also did a good sales J0b overselling the 1924
market. The remarkable resistance of redwood to decay,
its freedom from knots, its excellent qualities for
construction and general buildingwere.advertised with
appropriations varying from thirty thousand dollars to
seventy-five thousand dollars per year in predepression
years. In.addition, the association assisted retailers

in "Own Your Own Home" cwpaigne. In 1926, seventy per

90
cent of the output of redwood was manufactured by sub-
scribers to this association.

Mr. J. H. Browne, president of the Pacific Lumber
Company of Illinois, wrote about this campaign thirteen
years ago:

"The National Association, of course, has little
to do with cooperative marketing. Most of the copy
deals with facts about the lumber business, and the pub-
lication of these advertisements has been almost entire-
1y in newspapers. Our Redwood advertising is planned
and paid for entirely by this company, although it
naturally helps other redwood mills, who are in a position
to offer their products in this market. Several years
ago, the California Redwood Association, to which we be-
long, initiated a campaign of publicity for redwood in
the Middle West and East through the medium of national
magazines and trade papers. Some of the association
members, however, did not believe in advertising and as
a result the work was abandoned after a year. As we are
the largest manufacturers of redwood, and as we sell
nearly half of the redwood that is distributed in the
East, we felt we could afford to carry on a moderate ad-
vertising campaign ourselves. This work is now in its
fourth year and we are satisfied with the results we
have obtained. However, we still believe that education-
al advertising, similar to ours, should be handled as
an association pr0position rather than as an individual.
While some of our copy is designed to sell redwood, most
of it is planned with the idea of broadening the informa-
tion about the characteristics of our wood and its de-
sirability for various specialty uses."

The Association of Associations
In December, 1918 the National Lumber Manufacturers
Association was eleven thousand dollars in excess of
liabilities over assets. At that time, the entire pub-
licity performance of this association consisted of a
weekly news letter comprised of four pages, doublespaced
mimeographed composition. It was turned out by a news-

paper writer in his spare time for ten dollars per week.

91

It is very important to remember’that advertising
is the paid portion of publicity. In 1921, the asso-
ciation hired a publicity man and started a rather am-
bitious advertising program calling for an expenditure
of two hundred fifty thousand dollars. It was a fail-
ure primarily because the one-quarter of a million dol-
lars was never collected. The fact that this money was
to be raised by voluntary contributions is self explan-
atory. Mighty thousand dollars was the sum spent; the
majority in newspapers.

In 1924, another attempt was nude with the idea of
making it permanent at a cost of one hundred thousand
dollars per year. The advertisements were mostly in-
stitutional in nature and.were inserted in a selected
list of two hundred newspapers at monthly intervals.
The campaign was continued but one season.

In 1927, a campaign was conducted to find a slo-
gan for wood. The prize money consisted of fifteen
thousand dollars. Ninety national magazines, class,
and farm Journals and trade and professional publications
were utilized as media. The Trade Extension Committee
of the association declared that four hundred thousand
peOple entered the contest; and that the slogan contest
"was the first really vigorous national advertising the
lumber industry has ever enjoyed. The total cost of

the campaign was two hundred thousand dollars. In the

92
late fall of 1927, the association started to distribute
"The Story of Wood," designed to change the public Opin-
ion toward the forest industries. Within three years'
time about one-half million c0pies had been disseminated.

In this same year of 1927, the secretary-manager,
Dr. Wilson Compton, announced that the subscribers to
the National Lumber Manufacturers Association had prom-
ised to pay one million dollars for five years for trade
extension work. It is interesting to note that the staff
of the association undertook to collect these subscrip-
tion contracts. It cost thirty-six thousand dollars to
collect the five million dollars, or .6 of one per cent.
The National Retail Lumber Dealers Association contract-
ed with professional fund raisers to establish subscrip-
tions for one of their campaigns. The cost was fifteen
per cent of the total sum collected.

To tie in this pr0posed gigantic expenditure for
trade promotion, alliances were concluded with other
interested manufacturers like the American Wood Pre-
servers Association, the National Association of Wooden
Box Manufacturers,'who‘would simultaneously participate
in campaigns to further the consumption of their prod-
ucts. I

It was decided to start in February, 1928 using
thirty agricultural Journals and thirty-six trade and
technical publications. In addition, it was voted to

allow themselves the extravagance of one round of double-

95
page advertisements in thirty lumber trade periodicals.
During the fall of 1928, a campaign in p0pu1ar magazines
featured the services offered by the Trade Extension
Staff of the association. It was addressed to those
people engaged in the distribution and utilization of
lumber. However, the campgaign was also given a wide
p0pu1ar appeal by "the presentation of interesting and
dramatic achievements of the lumber industry in many
varied fields, such as heavy construction in industries
and striking modernization and transformations of both
exteriors and interiors of homes." This 1928 advertis-
ing year cost two hundred fifty thousand dollars. In
other words one-quarter of’the trade promotion money
went for'advertising.

The association considered the campaign success-
ful; and the popular magazine portion especially so.
The advertising agency in charge was the J. Walter Thomp-
son Company. Tens of thousands of requests were received
from farmers for the booklet, "The Use of Lumber on the
Farm," and a great many inquiries regarding the services
offered by'the technical department made the association
rather optimistic.

As a result of the 1928 campaign, and because of the
success of the general magazine media, the publicity de-
partment decided to spend.another quarter of a million

dollars mainly in popular and "home interest" magazines

94
to educate the public in using grade and trade marked
lumber. The advertising plans were drawn on the basis
of a merchandising survey made by the J. Walter Thomp-
sen.Company - the first time in lumber history that an
independent survey of that kind had been made. .

While the radio was in a transitional stage, and no
money was charged for addresses, the publicity department
of the National Lumber Manufacturers Association prepared
addresses and had them broadcast four hundred times through
fifty different radio stations.

In 1927, the association in conjunction with a few
non-competitve industries produced a rural film entitled,
"The Romance of Sleepy Valley," in which was described
the rehabilitation of a farm community through material
improvements. The picture was shown before two million,
people and was largely an outgrowth of the cordial re-
lations‘between the American Farm Bureau Federation and
the association.

Another film, "The Transformation," a product of
the same collaboration, was a story of building modern-
ization. In 1929, thirty-nine prints of this two-reel
picture were on the road for rural showings. Impressed
with the success of visual presentation, the publicity
department kept twenty-five sets of colored lantern
slides in circulation befbre the depression, telling the
story of the lumber industry from the woods to the final

pr oduct e

95

The advertising work of the National Lumber Manu-
facturers Association is secondary in importance to its
publicity. Largely through these latter efforts have
the vituperations against the industry been stopped.

The advent of the depression in 1929 has largely
halted the advertising work of the National Lumber.Manu-
facturers Association and its subscribers. In 1955,
three thousand column-inches of newspaper Space was pur-
chased in a cooperative campaign between the National
Lumber Manufacturers Association and the National Retail
Lumber Dealers Association to assist dealers in their
direct and indirect advertising.

In June, 1957 one thousand model homes in one thous-
and communities were advertised in one thousand pages of
newspapers. The financing of these advertisements was
local.

Mr. C. R. French, director of information in the
association, wrote on February 24, 1959:

"The National Lumber Manufacturers Association,
itself, is doing no advertising in the traditional sense
of the word; and we believe that the only association
doing any advertising at present is the Western Pine
Association, Portland, Oregon."

The Southern Pine Association
The Southern Pine Association has been engaged in

advertising for many years to educate the public about

. 96
the properties of Southern Pine. In a report on the

trade promotion activities of the association in 1955,
Mr. V. A. Stibalt, trade promotion manager, said:

"The most definite accomplishment in connection
with advertising media has been the selection of the
Robert H. Brooks Company of Little Rock, Arkansas to
perform the services usual to an.advertising agency.
Immediate use has been made of their services, which
has resulted in the publication of a most effective
pamphlet called, "Fifteen Cardinal Points of Correct
Frame Construction.” Endorsement is given to these
principles through the means of actual photographs ob-
tained by our Mr. Parlour in the hurricane-swept area
of Florida, and the effectiveness of this work and the
importance of reaching the specifier, distributor, and
consumer with the publicity of this type is not subject
to debate, whennwe tell you that the South Florida chap-
ter of the American Institute of.Architects, as well as
the Red Cross, Which has charge of rebuilding this area,
as a result of Mr. Parlour's visits have given their
unqualified approval to good frame construction in pref-
erence to the types of equal or even higher cost.

"Your sub-committee on advertising media has under
consideration the first c0py for an industry advertis-
ing program. The stories to be carried at present are
concerted up the introduction of grade-marked lumber
to the consumer and publicity for publications and tech-
nical data to the trade, in order to promote more effec-
tive nation-wide distribution. The practical use of our
publications by as many specifiers, distributors, and
consumers as possible, will prove the real effective-
ness of our program to broaden the market for Southern
Pine lumber.

"We have urged subscribers to make use of our
enve10pe stuffers, such as those entitled, "What Part
of the Cost of a Wood Framed House is Lumber?" “What's
the Difference Between a Freight Car and Your House?"
and others. As we develop new literature, it is our
plan to develop an envelope stuffer of a corresponding
nature to create interest in its distribution.

"Under the head of exhibits, we have built a model
incorporating termite proofing features for the State
W. P. A. Director of Mississippi for use in an educa-
tional campaign, which is accomplished by means of a
moving exhibit. That our cooperation is both timely
and helpful may best be judged from reading expressions
from the state directors.

"We have constructed a model incorporating the fif—
teen cardinal points of good construction, along with
termite proofing features, Which has been photographed

97

and publicized, with due credit to the Southern Pine
Association, by the Bureau of Entomology, United States
Department of agriculture. We have completed a model
shwing the conversion of a basement into an attractive
game room, which has aroused such interest that the
Brunswick-Balke-Collender Company has built us a minia-
ture billiard table for incorporation with this exhibit,
and without cost to the industry. The model of the
conversion of attic space into an attractive room has
created a great deal of interest, and has been loaned
to dealers. The Federal housing Administration, in
Tulsa, Oklahoma featured this model as a central point
of an exhibit stressing the advantages of Title I of
the Federal Housing not.

"Our model of a living room is similarly continu-
ing its circuit among retail dealers, and this, together
with the other models enumerated, form the nucleus of
our exhibits at retail dealer conventions for the com-
ing season.

"In cooperation with the distributing branches of
the Ford Motor Company, we have built a model used
car lot, which has created great enthusiasm among the
Ford distributors and district managers, and Should
result in the sale of much Southern Pine lumber, in
place of competitive materials, which require a much
higher investment to produce the same effect."

The entire trade promotional activities of the
association cost seven thousand dollars per month for
193b.

at the Texas centennial Exposition, it was estimat-
ed that the nmdel home exhibit of the Southern Pine
Association drew some four hundred thousand peeple,
more than visited any other exhibition house, and that
there were requests for over two hundred sets of blue-
prints. The plans of this home may be seen in the pock-
et on the rear cover.

The Manufacturers of Lumber
Since the trade marking of lumber is only eleven

years old, it is to be expected that the greater part

98

of the lumber sold on the market is without the stamp

of the fabricator. This is due in no small degree to
the conservatism of the industry. Because of no method
of identification, lumber without a trade mark cannot

be advertised in general magazines, for what manufact-
urer is so idealistic that he will advertise to benefit
his competitors?

The Larger companies advertise in the trade Jour-
nals quite consistently with full page layouts. The
smaller ones cannot even afford to Spend the $175.00
required, and so choose inconspicuous positions of small
size. The greater portion of lumber manufacturer ad-
vertising occurs in trade journals.

It has been demonstrated that there have been more
000perative campaigns by competitors in the lumber busi-
ness than in any other industry. It seemed to be the
only'method of assembling large enough finances to es-
tablish an effective advertising program. It was also
realized that intraindustrial competition was retarding
the expansion of lumber markets, and substitute manufac-
turers were rapidly taking over the remaining fields.
While building Operations increased over one hundred
per cent from 1910 to 1925, the consumption of lumber
declined ten per cent, while the use of brick, cement,
.and structural steel increased from one hundred to one

hundred fifty per cent. Steel commodities, which came

99
in competition with lumber, increased from less than
seventy in 1917 to more than eight hundred in 1925.

It would be ridiculous to blame the loss of
markets to the lack of advertising only. There is
no doubt that the dearth of appreciation of the place
of lumber in the economy of the nation did contri-
bute its share, but we know of many more important
factors, like the changes in the mode of living, that
stand foremost in our minds.

However, because the lumber industry reacts
so violently to economic conditions, it has been
next to impossible to find advertising appropriations
that remained stationary from year to year. Adver-
tising seems to be the first to take a out. A com-
pany or association might spend eighty thousand
dollars one year and nothing the next. Experts tell
us that constant advertising, even if it be on s
small scale is better than expensive splurgee and
then nothing at all.

One of the primary necessities in the lumber
industry is to promote consumer buying. The lumber
manufacturer doesn't apprOpriate enough money to do
much consumer advertising; and, since he doesn't
usually sell a trade-marked product, he has two good

reasons for trying to prime the middleman's market.

100
A Solution

If manufacturers are not able to increase consumer
interest by advertising, who is? The regional associa-
tion is interested in furthering the sales of its sub-
scribers. It favors some Special species to the detri-
ment of others. Competitive advertising within an in-
dustry, slch as lumber, is wasteful because it has been
so difficult to find even small apprOpriations in the
past. Regional associations have done small amounts
of consumer advertising; but always with the necessary
"buy my species" phrase attached. They have been in-
strumental in educating the public to see and underb
stand their vieWpoint; however, it is difficult to con-
ceive that each or even one regional association would
take upon its shoulders the solution of a problem of
prime importance to the entire industry.

If manufacturers can't and regional lumber asso-
ciations won't advertise wood in competition with sub-
stitutes, and home investment in competition with auto-
mobiles, the lot rightly falls to the association of
associations. It represents fourteen affiliated coopera-
tives who produce about sixty-five per cent of the total
lumber cut in this country. Surely, it is the voice of
the American lumberman.

In 1927, in.order to convince lumber'manufacturers

to pledge one million dollars a year for five years to

lOl
push forward a trade promotion campaign, Dr. Wilson
Compton used the following figures as the annual ex-
penditures of substitute fabricators:

Table XVIII 1927 Advertising Appropriation of Substitute
Manufacturers in National Magazines Only

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Name Amount
American Face Brick Association S 200,000
Atlas Portland Cement Company 200,000
Association of Tile Manufacturers 75,000
Barrett Company 75,000
Beaver Products Company 200,000
Carey Asfalslate Roofing 50,000
Celotex Company ? 475,000
Certainteed Products Company 250,000
Common Brick Manufacturers Association 50,000
Detroit Steel Products Company _*" 75,000
Everhastric Shingle Boofing 100,000
Hollow Building Tile Association 50,000
Indiana Limestone Quarrymenis Association 75,000
Johns-Mamille ’ 500,000

 

102

 

 

 

 

 

 

 

 

 

Name Amount
Lehigh Portland Cement Company S 150,000
Portland Cement Association 400,000 ‘*
Richardson Roofing 175,000
Rubberoid.Roofing 40,000
Upson Wallboard 150,000
Vulcanite Roofing 75,000 ——'
U. S. Gypsum 250,000 0*—

Total . $5,565,000

 

 

He stated that approximately thirty million dollars
per year was being spent to promote the use of lumber
substitutes. The lumbermen were preperly impressed and
decided to appropriate.

Of this million dollars, only two hundred fifty
thousand dollars was spent on advertising in 1928. In
1929, after the market crash the appropriation dwindled
to almost nothing.

President McNary of the national association sug-
gested a one per cent levy on sales at the annual dinner
to the president on November 1, 1958. If supported by
sixty per cent, he calculated that the yield would be

105
from two and one-half to four million dollars - to be
spent for trade promotion, publicity, and research.
Sixty per cent of the yield would go to the national,
and forty per cent to the regional associations.

We have seen that the stumbling block over which
the National Lumber Manufacturers Association has often
fallen since its first campaign in 1912, was financial.
Because of this, it is safe to assume that the national
association will not receive much over one million dol-
lars if the one per cent levy is sanctioned. This is
the same as the 1927 subscription out of which two hun-
dred fifty thousand dollars was used for advertising.

Below are listed the major 1957 Advertisers' Ex-
penditures as they appeared in the 1958-1959 Radio
Directory. The newspaper lineage has been cOpied from
the Printer's Ink and multiplied by thirty cents per
line as suggested by the American Newspaper Publisher's
Association. Therefore, the newSpaper expenditures
are not one hundred per cent exact measurement.

It is interesting to note that not one advertiser
is listed that represents the basic raw material, lum-
ber; or its various fabrications.

In following the trend further; two of the largest
corporations in the world spent $16,928,077 on adverb
tising - General Motors Corporation, $16,159,005 and

United Steel Corporation, $789,072. The former spent
$11,500,000 in advertising automobiles alone.

Advertiser Network
Radio
Adam Hat Stores $10,476
Addressograph-multigraph --
Adleriks Company --

MAJOR 1937 ADVERTISERS'

Admiraoion Laboratories 45,082

Allegheny Steel 50,216
Allis Chalmers Mfg. --
All Year Club of so. Calif.--
Aluminum Co. of America --
Aluminum Cooking Utensil --
American Airlines --
American Auto Insurance --
American Bakeries ~-
American Bird Products 1,952
American Brass --
American Can 544,659
American Chain 4 Cable --
American Chicle 6,504
American Cranberry Bxch. ~-
American Distilling --
American Express --
American Gas Association ~-
American dome Product82,547,814
American Oil 5,722
American Radiator 144,104
American Rolling Mill 41,669
American Safety Razor --
American Stove --
American Sugar nefining --
American Tel. 5 Tel. --
American Tobacco 2,559,849
Anheuser Bush --
Arden, Elizabeth 75,579
Armin-varady 40,284
Armour a Company --

Armstrong Cork --
Ass. of American Railroads --
Ass. of Pacific Fisheries --

Atlantic Coast Line --
Atlantic, Gulf a nest indies --
Atlantic Refining 274,810
Atchison,Topeka&SantaPe 11,845
Axton Fisher 116,868
Babbitt, B. T. 585,052
Ballantine's ~-
Baltimore 2 Ohio R.R. .-
Bank of America 70,008
Barnsdall Refining 69,740
Bayuk Cigars --

B. C. Remedy Company ~-

Maga-
zines

& Farm

Papers

$140,136

75,686

111,027
164,729
543,832

26,138

102,243
33,550
147,181
305,164
9,211
9,305
96,714
353,325
264,958
5,020
345,412
95,606
253,303
153,630

1,306,256
2,119,934 2.232500

160,257
155,097
621,751
629,815
715,657
258,517
8,242
970
5,023
59,850
8,347
7,500
1,629
5,040

1,658

EXPENDITURES

News-
papers

96,800

68,500
51,800
107,800
46,200
81,000

216,200
92,800
82,700

107,700

123,700

137,500

259,000

228,900

139,700

108,100

118,200

485,000
62,600

66,300
149,900
121,200
254,800

64,400

85,200
198,000
166,200

465,700
112,600

104

Total

6 10,476

150,136
172,486
43,082
50,216
111,027
164,729
612,332
51,800
133,938
46,200
81,000
1,932
102,243
594,409
147,181
404,468
91,911
117,005
220,414
353,325

2,950,272

267,742
718,416
137,275
393,003
153,630
108,100

1,306,256
6,693,285

278,457
230,676
40,284

1,106,751

692,415
715,637
238,317

74,542
150,870
401,033
316,493
181,268
478,579
205,500
167,829

75,048

69,740
465,700
114,258

Advertiser Network
Radio
Beechnut Packing --
Bel-EBB 0.
Bell T81. of Penna. --
Ben Burke --
Bendix Aviation ~-

Beneficial Management 190,509

Best Foods 7,092
Better Speech Institute 5,868
Beverwyck Breweries --

Bigelow Sanford .-
Bissell Carpet --
Blatz Brewing --
Block Drug --
Bon Ami --
Book of the Month Club --
Borden Company --
BourJois Sales --
Boweys, Inc. 159,452
Bristol-Myers 762,200
Brown-Forman Distilling --
Brown-Vintners --
Brown a Williamson Tob.555,404
Bryant, Lane --
Buckingham Corp. .-
Budd, Ee Ge Mtge "?

Burdett College 5,960
Calif. Canning Peach Ind. --
California Chain Store 12,220
California Conserving 18,720
Calif. Fruit Growers Exch. --

California Packing --
California Walnut Growers -.
Calotabs --
uampana Sales 585,125
Campbell Cereal 7,544
Campbell Soup 1,166,128
Canada Dry Gingerale --
Canada 3.3. Lines --

Canadian national R.R. --
Canadian Pacific --
Cannon Mills --

Capudine Chemical --
Carborundum Company 114,690
Cardinet Candy 55,200
Carleton a Hovey --
Carnation company 462,168
Carrier Corporation ~-
Carter's Medicine --
Caswell, G. W. Coffee 4,608

Maga-
zines

a Farm
Papers

$494,780

169,375
142,040
350,825
368,735
107,863
9,264
477,295
123,971
110,925
218,132
2,741,318
35,490
57,202
513,462
101,428

243,885

199,355

235,289
753,109
129,050

7,979
178,951
1,224

1,813,543

382,880

9,323
48,783
227,791
393,613
16,951
14,613
126,795
97,991

News-
papers

105

Total

214,100 5 708,880

63,200
124,600
138,600

112,000

67,000

122,600
340,700

324,600
46,500
473,300
370,300
451,400
133,000
69,300
47,000

a

255,100
581,400
81,800
142,600
256,600
59,100
91,600

195,200

63,200
124,600
307,975
142,040
190,509
469,917

5,868

67,000
568,755
107,863
122,600
349,964
477,295
123,971
435,525
264,632
159,432

3,976,818

405,790
508,602
999,866
101,428

69,300

245,885

3,960
199,355
12,220
18,720
235,289
753,109
129,050
54,979
762,074

8 768

3,234z771

764,280
91,123
191,585
484,391
393,613
59,100
131,641
33,200
91,600
476,781
126,795

293,191

4,608

,Maga-
Advertiser Network zines News- Total
Radio a Farm papers
Papers

Caterpillar Tractor -- 5 227,5663 -- 5 227,566
Celotex -- 154,855 -- 154,855
century Distilling -- -- 140,800 140,800'
Champagne Velvet Products -- -- 65,800 65,800
Champion Spark Plug -- 566,926 100,500 467,426
ChattanOOga Medicine -- 2,547 54,900 57,447
Chesapeake 5 Ohio R. R. -- 106,145 -- 106,145
Chesapeake 5 Ohio Tel. -- -- 76,500 76,500
Chesebrough Mfg. 50,760 156,642 176,100 585,502
Chicago, BurlgtnaQuinoy -- 42,459 157,700 180,159
Chicago Engineering Wks. 2,815 -- -- 2,815
Chicago Flexible Shaft -- 106,682 59,900 166,582
Chicago, Milwaukee&8t.Paul-- 25,792 151,900 155,692
Chicago, Northwestern -- 842 65,500 64,142
Chicago, " a Union Pacific -- 5,746 220,000 225,746
Chicago, Rock Island aracific -- -~ 76,700 76,700
Chicago Tribune -- 149413 144,500 158,915
Chrysler Sales 911,051 5,807,565 2,582,100 7,500,516
Church a Dwight -- 110,929 -- 110,929
Cities Service 575,605 17,116 66,700 659,419
Clements Company -- -- 162,900 162,900
Climalene Company -- 21,555 198,400 219,955
Clorox Chemical Company -- 125,975 140,400 264,575
Cluett Peabody -- 451,005 -- 451,005
Coca Cola 265,170 867,525 592,800 1,125, 2 95
Colgate-Palmolive-Peetl,880,87O 2,009,6901,555,000 5,225,560
Commentator 24,558 -- .- 24,558
Commercial Credit -- 172,662 -- 172,662
Congoleum mairn -- 667,565 -- 667,565
Congress Cigar -- -- 154,700 154,700
Consolidated Cigar -- 4,200 225,400 229,600
Consolidated Drug Trade 7,805 .; -- 7,805
Continental Baking 620,209 -. 590,500 1,010,509
Continental Can -- 460 46,000 46,460
Continental Distilling -- 180,055 477,400 625,455
Continental Oil -- 186,427 415,100 599,527
Cook, Thomas a Son 27,550 70 -- 27,620
Coons, Adolph , -- -- 72,400 72,400
Corning Glass Works -1 210,068 -- 210,068
Corn Products Refining 92,505 701,262 157,700 951,467
Cosm0politan Pictures -- -- 94,500 94,500
Coty, Inc. -- 295,091 109,500 404,591
Coughlin, Father 27,424 -- -- 27,424
Cranberry Canners -- 70,550 56,500 126,850
Crane Company -- 96,150 126,200 222,550
Crazy Water Hotel 14,018 1,524 -- 15,542
Cream of Wheat -- 407,105 115,000 522,105
Creomulsion Company -- -- 209,600 209,600
Crosley Radio -- 241,547 56,500 297,847

106

107

Maga-
Advertiser Network zines News- Total

Radio a Farm pepers

Papers

Crowell Publishing a; -- .9 110,560 5 -- 5 110,560
Crown Overall 28,797 -- -- 28,797
Crusders, Inc. 1,454 -4 -- 1,454
Cudahy Packing 254,965 588,845 58,200 902,006
Cummer Products 520,988 8,551 -- 529,519
Cunard-White Star Line -- 164,641 124,700 289,541
Curtis Publishing -- 49,408 561,100 610,508
Curtis Candy -- 50,227 82,800 155,027
Cutler-Hammer -- 114,550 -- 114,550
Cycle Trades of Am. 156,556 22,098 -- 178,454
Davis, R. B. 195,690 100,684 96,500 592,674
Dearborn Supply -- 95,578 61,700 157,078
Deere, John a Go. -- 201,084 -- 201,084
DeLe&We Company 17,697 «e- 45,100 62,797
Democratic State Com. 1,480 -- -- 1,480
DeVoe a Reynolds -- 106,755 -- 106,755
Dick, A. B. -- 240,655 -- 240,655
Drackett Chemical 70,856 250,950 -- 501,806
Drake Bakeries -- .- 48,400 48,400
Duart Mfg. 81,814 24,540 -- 106,554
Duff Norton 15,544 -- -- 15,544
Dunn a McCarthy -- 115,517 -- 115,517
DuPont, E. I. de memours 567,205 786,605 89,200 1,245,010
Eastman nodak —- 729,505 489,400 1,218,905
Electric Auto Life -- 116,768 -- 116,768
Electric Storage Battery -- 145,885 -- 145,885
Elgin National watch 6,570 515,055 49,100 568,505
nmerson Drug 44,408 247,740 270,200 562,548
Eno, J. C. -- 57,280 49,100 106,580
Equitable Life ins. -- 214,175 -- 214,175
Euclid Candy 990 -- -- 990
ExLax Mfg. -- 540,571 -- 540,571;
r a r Laboratories 85,515 -- -- 85,515
Fairbanks-Morse -- 152,890 59,700 192,590
Falstaff Brewing 50,228 -- 100,500 150,728
Fasteeth, lnc. -- 19,884 80,600 100,484
Feigenspan Brewing .- 2,855 72,900 75,855
Fells a Company 184,666 524,660 255,000 742,526
Feminine Products -- 19,479 102,000 121,479
Fendrich, R. 55,945 -- -~ 55,945
Perry Morse Seed 5,528 50,555 -— 55,661
Firestone Tire 5 Rubber 557,654 729,058 555,500 1,800,172
Fisk Tire -- 159,581 -- 159,581
Fitch, F. R. 257,462 202,910 -- 460,572
Florence Stove .. 67,195 56,400 125,595
Florida Citrus Comm. 40,225 169,769 275,000 482,994
Florsheim Shoe -. 201,110 —- 201,110
Folger, J. A. -- -- 87,100 87,100

Maga-

Advertiser Network zines
Radio & Farm

Papers
Ford Motor 61,768,285
Ford, J. B. 47,950 ~-
Foster Milburn -- 65,762
Fougera, E. 4,050 18,589
Frankfort Distilleries -- 1,047,840
French Lick Springs Hotel -- 66,456
French Line -- 82,845
French, R. T. -- 128,062
Fresh Milk Industry 5,765 --
Furness Bermuda -4 12,442
Gallen Kamp Shoe Stores 22,578 --
General Baking 151,856 --
General Cigar -- ~-
General Electric 572,655 2,198,860
General Foods 2,764,944 1,969,540
General Mills 1,541,697 795,452
General Motors 1,818,291 7,646,814
General Shoes -- 112,800
General Tire 8 Rubber -- 565,665
Gerber Products -- 115,052
Ge He Pe Cigars -" -0
Gillette Safety Razor 507,815 714,665
Gilmore 011 40,116 ~-
Glenmore Distilleries -- 166,992
Glidden Co. (Durkees) 57,295 160,508
Globe Grain a Milling 5,560 2,716
Goodrich, B. F..Tire -- 1,229,504
Goodyear Tire 5 Rubber -- 1,595,405
Gordon Baking * 157,527 --
Gorton-Psw Fisheries -- --
Gospel Broadcasters 42,022 -.
Grace Line 9- 275,179
Graham Paige Motors -- 108,726
Grant, W. T. -- 162,000
Great A. 8 P. Tea 275,275 5,611
Great Northern" -- 62,948
Greater Texas a Pan Am. Expos. -- 11,880
Greyhound Management -- 285,401
Griffin Mfg. 155,252 11,172
Griswold Mfg. 7,240 -
Group of American Banks 277,784 --
Grove Laboratores 180,987 198,650
Gruen Watch 92,040 140,150
Gulden, Charles -- --
Gulf Refining 552,710 267,905
Haffenreffer 5 Co. --- --
Hamburg American Line -- 75,654

Hamilton Watch

141,715

News-
papers

108

Total

1,898,463 2,914,300 6,581,048
47,950

175,300 241,062

22,439

667,500 1,715,340

57,300
90,800
88,800
99
243,500
752,600

1,198,700
1,459,500

97,300

6,673,900

246,400
112,300

61,700
314,200

405,600

1,212,100

61,500
191,600
97,200
55,400
344,800

265,500
66,500
397,700

69,400
200,300

123,736
173,643
128,062
3,763
101,242
22,578
395,356
752,600

3,770,195
6,193,784
2,432,429
16,159,005

112,800
565,665
113,052
246,400

1,034,778

101,816
481,192
197,803

8,076

1,634,905
2,605,503

137,327
61,500
42,022

273,179

500,526

162,000

278,886

160,148
67,280

628,201

166,404

7,240

277,784

645,117

232,170
66,500

1,018,315

69,400
273,934
141,715

Magus
Advertiser Network zines
Radio a Farm
Papers
Hammermill Paper 5 -- 6 177,485
Hancock, J. Insurance -- 158,125
Hanes Knitting -- 19,782
Henley, James, Co. -- ~-
Hart, Schaffner a Marx -- 105,510
Harvard Brewing -- ~-
Hawaiian Pineapple - 182,258
Health Products 42,708 208,944
Hearst Publications -- 7,500
Hacker H-O 97,596 207,552
Heinz;,H. J. 750,655 1,558,099
Heublein, G. F. & Bros. ~- 185,998
Hill's Brothers -- ~-
Hires, Charles E. -- 91,545
Holland Furnace 4,508 54,495
Homemaker's Council 11,040 ' --
Hoover Company --, 180,660
Horlick's Malted Milk 519,200 417
Hormel, G. A. 9,205 69,895
Houbigant Sales -- 108,560
Household Finance 244,548 14,894
Hudnut, Richard -- 465,025
Hudson Coal 24,192 --
Hudson Mater Car 147,690 695,447
Humphreys Homeopathic Med. 20,584 --
Hygienic Products -- 244,860
Ie Es 3e 1.8111138 -" 67,015
Illinois Bell Telephone -- .-
Illinois Central R. R. 11,795 --
’Imperial Paper -- 120,606
Institutional Insurance -- ..
International Cellucotton108,560 1,004,497
International Harvester -- 1,045,525
International Mercantile aMarine 116,460
International Nickle -- 184,867
International Shoe 7,552 125,252
International Silver 140,945 525,715
International Textbook 9- 149,417
Investor's Syndicate -- 118,155
Iodent Chemical 45,520 --
Iron Fireman -- 126,756
Ironized Yeast -- 195,814
Italian Line -- 118,967
Italian Tourist Inform. Office 109,589
Jell-sert 7,946 ~-
Jenney Oil ~- ~-
Jergens-Woodbury 841,457 776,554
Johns-Manville -- 225,589

News-
papers

$ --

125,200
84,800
59,300
58,500
255,300
284,400

109

Total

5 177,485

138,125
144,982
84,800
103,310
59,300
182,238
310,152
262,600
586,148

890,000 3178,732

60,400
253,000
80,400
46,100

246,398
253,000
171,745
38,803
11,040
180,660
519,617
79,100
154,460
259,242
465,023
24,192

660,600 1507.737

53,500
103,200
53,300
92,200
79,900
61,400
130,600
74,700

67,900
71,400
84,800
76,400

118,100

20,384
298,360
170,215

53,300
103,995
120,606

79,900

1174.257
1,175,923

191,160
184,867
130,564
466,658
149,417
118,155

43,520
194,656
267,214
203,767

109,389

7,946
76,400

1735,911

225,589

Advertiser

Johnson, 3. C. a Son
Johnson a Johnson
Journal of Living Pub.
Kalamazoo Stove
Katro-Lex

Kaufman Bros. 5 Bondy
Kay Jewelry

Kellogg Company

Kelly Springfield Tire
Kendall Company
Kleinert Rubber

Knox Company

Knox Gelatine

Knox Hat

Kappers Coke

KraTIk, Ae Je

Kroehler Mfg.

Kreuger Brewing

Lady Esther Company 1,

Network

47,691
3,033
3,096

577,237

68,950
13,422
24,240

27,792
0m>,040

Lambert Pharmacal 82,124
Lamont Corliss 290,664
Langendorf Bakeries 55,144
LaSalle Extension Unv. --
Leeming, Thomas --
Lehn a Fink Products 609,526
Lesoine, Marcus --
Lever Brothers 2, 1 82 ,125
Lewis, Howe 512,548
Libby, McNeill a Libby 57,159

Libby-Owens-Ford
Liberty Mutual
Liebmann Breweries
Life Savers

Liggett a Myers Tobacco 1,806,541

Lipton, Thomas J.

Literary Guild of American --

Little Crow Milling

Local 000perative Campaign 15,765

Local Department Stores
Local Loan

LOOK, Inc.
Loose-Wiles Biscuit
Lorillard, Pe

Los Angeles Soap
Louisville a Nashville
Lovely Lady

Ludens, Inc.

I’llft, Ge We

Lutheran Church

5,996

6,118
5,136

144,720
103,490

14,526
2,340
36,036

9 455,744 9 117,900

110

Magap

zines News- Total
Radio a Farm papers

Papers
$140,200 $715,844
858,460 115,000 971,468
-- -- 47,691
216,655 -- 216,655
-- -- 5,055
116,749 85,400 200,149
8,000 -- 11,096
460,685 782,800 1820,722
125,652 -- 125,652
244,575 194,600 459,175
119,971 -- 119,971
48,546 206,600 254,946
151,561 -— 200,511
110,269 ~- "110,269
-- 57,700 71,122
-- -- ' 24,240
154,400 -- 154,400
-. -- 27,792
462,574 55,900 1516.514
2,188,526 85,100 2555,750
1,070,952 99,800 1461,416
-- -- 55,144
154,825 -- 6 154,823
69,557 104,800 174,557
818,501 -- - 1427,627
-- 56,200 56,200
1,654,640 2,564,501 6581,265
145,176 -- ' 455,724
412,583 174,900 644,622
255,090 -- 255,090
101,296 -- 101,296
7,150 54,500 61,450
52,500 81,500 115,800
2506027 4,446,700 8859268
56,861 115,900 170,761
116,875 -- 116,875
-— -- 5,996
-- -- 15,765
-- -- 6,118
-- -- 5,156
-- 210,900 210,900
102,042 79,100 525,862
610,848 5079,400 5795,758
5,215 51,900 69,659
-- 126,700 126,700
28,164 -- 50,504
45,808 76,800 156,744
219,070 -- 219,070
-- -- 14,956

14,956

Advertiser

Lutheran Laymen 5 6,
McCormick Sales

McGraw Electric

McKesson & Robbins 7,
Macfadden Publications 551,
Macmillan

Moline Development Comm.16,
ManhattanSoap 114,
Morrow, J. W. 84,
Maryland Pharmacal
Masonite

Matson Navigation
Maybelline 29,
Maytag

Mennen Company 58,
Mentholatum company
Metro-Goldwyn-Mayer
MetrOpolitan Life Ins.
Mid-Continent Petroleum
Miles, Dr., Lab. 1,457,
Mills, Marjorie 9,
Minnesota valley Canning

Ms J. B. CO.

Modern Food 20,
Modern magazine 9,
moors, Benjamin 55,
Monroe Calculating
Monticello Drug

Morrell, John 47,
Morris, Philip, & Co. 825,
Morton Salt

Mountain valley Springs
Mueller, 0. F. 102,
Murine 16,
lash-Kelv1nator 554,
National Biscuit 25B,
lational Carbon

Rational Dairy 1,275,
National Distillers
National 100 Adv. 248,
National Lead

national Silver 1,
National Sugar Refining
National Gas

Nshi, Inc.

New England T61. & Tel.
N. Y. Bureau Milk PUD.
lew York Central R.R.
New York Herald Tribune

Network

Maga-
zines

Radio & Farm

851

054
825
686
819
542

988
510

--

470
386

580
900
044

304
727

536
138
673
400
202
686
200

Papers

5,166
253,818
314,510

11,360
41,886
15,750

101,124
185,267
211,487

82,093
152,667

71,481
238,433

1,048,056

254,165

176,875
117,520

50,248
169,726
146,672

30,370

1,004,327

631,606

843,837

News-
papers

73,400

412,300
81,400

47,600

72,500

88,200
130,300
74,100
71,100
142,500
68,700
46,100

884,600
444,100

95,400
544,400

601816 2,345,600

141,685
325,833
6,688

10,575

87,485
23,800

140,900
120,900
53,300
104,800
54,800
149,700
48,600

111

Total

9 6,851

78,566
253,818
733,844
363,185
115,286
32,436
114,819
84,542
47,600
101,124
257,767
241,475
170,293
211,177
201,781
258,455

1122,156

71,100

. 1:11.635

9,386
176,875
142,300

20,580
9,900
33,044
117,520
68,700
97,552
993,453
146,672
46,100
108,336
46,508

2423, 600
1312.136

95,400

2663,439
2947,416

390,371
325,833
7,888
140,900
120,900
63,695
104,800
54,800
237,185
72,400

Maga-

Advertiser Network zines
Radio & Panm

Papers
New York Life Ins. 5 -- $186,279 5
N.Y. .N .11. ,wartford R.R. -" 26,655
New York Sun -— 40,455
New York Telephone -- .-
New York Times -- 1,650
Niagara hudson Power -- 575
Noblitt-Sparks -- 169,510
Norge Corporation -- 554,287
North American Accident ins. 9,487 12,770
Northern Pacific -— 58,206
Northern Paper Mills -- --
Northwestern Bell Tel. -- --
Northwestern mutual Life -- 125,770
Northwestern Yeast -- 198,558
Norwich Pharmacal -- 247,787
Noxzema Chemical 17,610 1,959
Nurito Company -- 12,464
Occidental Life Ins. 19,200 -—
°h10 Bell T610 -- --
Oldtyme Distilleries -- 41,575
Oliver Farm Equipment -- 115,066
Olson Rug 11,517 221,158
Oneida, Ltd. -- 505,605
Oregon State Highway 1,110 59,280
Owensilllinois Class 24,551 49,962
0X0, Ltd. 2,744 --
Pacific Coast Borax 278,256 102,855
Pacific Gas 2 Electric -- 5,018
Pacific Guano 1,872 740
Pacific Tel 6 Tel -- ~-
Psckard motor Car ,757,820 716,526
Packer's Tar Soap 148,902 --
Paramount Publix -- 212,550
Park & Tilford -- 280,555
Parkay Oleomargarine ~- --
Parke Davis -- 172,654
Parker Pen -- 595,564
Parker Watch 4,692 ~-
Penick 5 lord -- 129,412
Penn. Anthracite Coal -- --
Penn. Grade Crude Oil -- 155,220
Penn. Publicity Comm. 5,775 ~-
Pennsylvania R. R. -.- 2,254
Psnnzoil Company -- 421, 769
Pepper, Dr., Beverages -- 11,200
Pepperell Mfg. 56,720 112,905
Pepsi-Cola -- --
Pepsodent Company 1,269,158 458,209
Pequot Mills -— 126,600

News-
papers

75,400
84,400
292,300
97,300
173,600

740,900
74,500
46,800
69,500

84, 900
145, 000
46, 300
117,200
138,300
106;100
105,100
490,500

440,800

65,700
111,000
119,000

196,400

73,100

329 ,800

112

Total

$186,279

103,055
124,855
292,300

98,950
173,975
169,510

1295.187

22,257
112,706
46,800
69,500
123,770
198,358
332,687
164,549
58,764
19,200
117,200
179,875

115,066

232,455
305,605
40,390
74,313
2,744
581,071
111,119
2,612
105,100

1,964,846

148,902
212,530
721,135

65,700
172,634
504,564

577,800 2305.167

126, 600

Advertiser

Perfect Circle
Perfection Stove
Perfolastic Company
Personal Products

Pet Milk Sales
Philadelphia Bulletin
Philadelphia Inquirer
Philco Radio & Telev.
Phillips Packing
Phillips Petroleum
Pictorial Review-Del.
Pillsbury Flour Mills
Pineapple Producers
Pine: Company
Pinkham, Lydia
Pittsburgh Plate 0188

Network

Radio

537,094

790,805
85,500
136,700

504,521

4,461

Plate Glass Mfr. of America--

Plough, Inc.
Polk Miller Products
Portland Cement

Potter Drug & Chemical

Premier Pabst
Prescott, J. L.
Princess Pat

Proctor & Gamble
Progress Corporation
Pro-Ker Labs
Prudential Life Ins.

Public Service of N. J.

Pullman

Pure Milk Cheese
Purity Bakeries
Quaker Oats

Quaker State Oil
Rubin

Radio Guide

Railway Express
Rainier Brewing
Raladam
Balaton-Purina
Reymonds, Inc.

Real Silk Hosiery
Red Top Malt
Regensburg, E. 5 Son
Regional Advertisers
Remington Rand
Republic Steel
Resinol Chemical

O-
o-
--
--
9-

133,674

4,496,067

5,554

15,408
222,426
12,028

1,155,585

4,272

367,484
14,300
64,688

107,248

Maga-
zines
& Farm
Papers

9196.433 5

257,751
120,412
221,000
12,350
4,350
631,767
62,355
63
353,186
255,625
25,008
198,943
375,187
116,950
11,375

6105.019

154,666
41,106
247,929

34,840

2,376,866

165,451

120,154

499,957

q-

532,186
236,689

515,881

57,750
196,177

217,586

700
152,442
105,082

96,487

News-
papers

45,600

75,200

74,800
636,800
222,000
172,600
117,100
141,600
117,900

358,500
105,400
283,300
311,400

62,100

2267.900

104,600
93,000

87,900
781,500
445,100

99,400

62,800
128,000
228,000

59,600
50,400

115,000

115

Total

$196,453

303,351
120,412
221,000
537,094
87,550
79,150

2059.372

147,855
558,700
172,663
974,807
255,625
166.608
321,304
375,187
116,950
569,875
105,019
260,066
324,406
559,329

62.100
168.514

9140.833

165,431
3.354
224.754
93.000
499,957
15,408
87,900

1556.112

236,689
12,028

2114.566

4.272
157,150
62,800
128,000
791,661
14,300
282,274
59,600
51,100
107 , 248
152,442
103,082
209,487

Advertiser Network

Radio a Farm

Reynolds, R. J. Tobacco790,5l5 $3,407,457 4526,900

Richfield Oil of Calif.2l4,124
Rio Grande 011 17,610
Rocks News Syndicate 2.574
Roma Wine Company 1,485

Royal Typewriter
Ruppert, Jacob
Salada Tea

Sales Affiliates
Santa 58 R. R.
Saratoga Association
Schaefer Brewing
Schenley Products
Schering Corp.
Schick Razor
Schieffslin
Schilling, A.
Schlitz Brewing
Scholl Mfg.

Scoff & Bowne
Scott Paper
30311, William 30
Seaboard Airline
Seagrams, Ltd.
Sealed Power
Sears Roebuck
Seedol Labs
Seiberling Rubber
Servel Sales (Electrolus) 117,265
Seven Up Bottling
Schaeffer Pen
Shell Oil

Sherwin Williams
Signal Oil

Simmons Company
Simmons Mfg.

Simon 3 Shuster
Sinclair Refining
Singer Sewing Machine
Siroil

Skelly Oil

Skol Products
Sloan, We & Jo
Smart, D. A.

Smith Brothers
Smith, L. Ce

15,512

12,360
285,110
321,295

49,512

149,072
29.220
8.167

71.570
55.848

Socony Vacuum Oil 3 -. 1,

Somerset Importers
S Q 3 Company

Mag a-
zines News-
papers
Papers
-- 291,400
228,889 76,200
7,500 85,900
-- 267,800
4,780 54,800
156,557 --
14,800 52,500
824,400 2559.500
172,750 --
595,209 98,400
511,529 149,700
2,466 89,400
161,259 207,400
157,896 147,600
-- 78,800
578,857 84,400
5,415 84,200
1,458 57,800.
801,2682564,500
155,280 -—'
105,465 --I
75,584 74,500
102,195 -- ,
552,821 292,000
-- 72,100
257,600 85,400r
701,587 678,200
254,655 65,600
286,515 --
252,729 ---
84,765 56,000
162,600 67,700
185,445 --
12,225 67,800
~~ 64,100
4,009 --
505,828 ~-
-~ 75,700
75,727 124,700
182,166 75,800
578,151 761,500
129,956 577,700
217,989 --

114

Total

8824.672

505.524
17.610
2,574
1,485
305,089
93,400
267,800
59,580
136,537
600
67,100

3183.700

172,730
495,609
461,029
91,866
568,659
505,496
78,800
676,569
87,615
59,238

3165.768

133,280
105,465
149,884
102,193
962,086

72,100
353,360

1662,89?

639,548

49,512
286,515
252,729
140,765
379,372
185,445

80,023

93,320

12,176
505,828
147,270
254,275
255,966

2139.431

707,656
217,989

Advertiser

Southern Bell T81.&Tel. $~~

Southern Dairies -~
Southern Pacific --
Southwestern 8811 ~-
Spencer Corset --
Squibb, E. R. ~-
3 S 8 Company 25,592
Standard Brancs 2,508,159
Standard Oil of Cal. 84,508
Standard Oil of Ind. --
Standard Oil of Louisana ~-
Standard Oil of N. J. --
Standard Oil of Ohio --
Stein, A. ~-
Stephano Brothers --
Sterling Products 2,551,014
Stern Newspapers ~—
St. Louis 8: San Francisco R. R.
Stewart Warner 589,762
Stokely Brothers ---
Stromberg Carlson --
Studebaker Sales 150,692
Sun Oil 567,409
Sussman Wormser 58,528
Swift & Company 128,255
Sylmar Packing 5,681
Table Products 4,290
Talon Fastener --
Tastyeast 89,488
Taylor, We Ae --
Tea Market Expansion --
Tennessee Elec. Power --
Texas Company 558,045
Texas 2 Pacific -,
Tidewater Associated Oils 50,590
Tillemook 10,924
Time, inc. 226,565
Travelers Insurance --
T W A --
Twentieth Century rox --
Underwood-Elliott-Pisher --
union Carbide --
Union Oil 55,456
Union Pacific --
United Airlines ~-
United Artists --
United Drug 24,405
united Fruit --
U. 3. Rubber ~-

Network
Radio

Maga-
zines

& Farm

Papers

122,117
115,250
849,454

52.235

1.759.119

25.960
127.139
371.251

3.217
157,455

1,076,552

1,400
124,602
258,039

91.172
829.605

9.099
635,334
555,098

80,152
53,910

977,971
182,425
2,148
59,750
155,689
51,081
100,611
116,696
476.771
14.610
171.327
94.149
104,957
48.413
603.119

News-
papers

5 58,600

88,600
365,200
160,700
100,700
296,400

1542 .000

405,000
599,900

46,200
364,600
422,600

164,800

1312.600

73,000
63,900
59,000
46,100
910.900
659,600
549,600
70,300
434,000
82,800
100,400
51,300
473,100
85,500

149,500
241,000

90,300
114,400
242,000

115

Total

5 58,600

88,600
487.317
160.700
115,250
950,154
374,227

5809,258

515,468
727,039

46,200
735,851
425,817
157,455
164,800

4320.166

74.400
63,900
575,564
258,039
137,272

1871.197
1236.108

38,528

1113.189

5,681
4,290

555,098

89,488
150,452
487,910

82,800

51,300
705,915
13,072
285,313
155,689
156,581
100,611
116,696
476,771
217,546
412,327
184,449
104.957
24.403
162,813
845,119

Maga-

Advertiser Network zines
Radio 5 Farm

Papers
U. 8. Shoe S -- 5111.610
Ue Se Steel -' 789.072
U. S. Tobacco 588,905 ~-
U. 3. Treasury -— 588,540
Van Camp Sea Food —- 41,625
Van Patten Pharmacal -- 5,769
Van Tags Medicine -- --
Vick Chemical 525,520 442,456
Vocational Service 5,072 ~-
Wabash Re R. ." '-
Wahl Company -- 120,450
waitt & Bond -- 2,855
Walker, Hiram & Son -- 589,425
Wander Company 555,241 585,496
Ward Baking 52,505 --
Warner Brothers -- 115,661
Warner, William R. 156,154 7,172
Warren, Northam -- 756 592
Wasey Products 325,662 642,617
Washington State Apples -- 17,500
Washington, G. Coffee 112,096 900
WeCo Products -- 202.577
Welch Grape Juice 191,788 57,582
Wellington Sears -- 156,000
Wesson Oil 5 Snowdrift 42,072 152,900
Western Bakeries 29,857 --
Western Cartridge -- 172,920
Western Clock -- 165,650
Westinghouse Electric -- 940,596
Wheatena Corporation 89,625 65,020
Wheeling Steel -- 208,520
Whitcomb, Raymond -- 57,578
White Rock Mineral -- 156,545
Whitman, S.P.& Sons 3- 185,451
Wildroot Company -- 85,125
Willard Storage Battery -- 252,550
Williams, J. B. -- 214,907
Williamson Candy -- 9,568
Willys Overland ’ 21,645 55,505
Wilson & Company -- 25.850
wohl Shoe 9- 107,528
Worcester Sa1t -- 4,870
World's Dispensary Medicine-- 4,852
William Wrigley, Jr. 1,241,052 254,945
Yardley & Company -- 220,058
Young W. F. -- 409,570
Zenith Radio 152,192 186,815

$ -

News-
papers

102.300

50.500
282,200
577,400

60,900
56.100
703,100
291,400

257,500
48,200

147,000

174,800

450,700
54,700
53,000
51.900

112.800
57.100

267,400

159,500
49,300
95,600
50,500
51,000

245,400

116

Total

$111,610

789.072
388,905
588,540
143,925

54,269
282,200

1343.156

3,072
60,900
120,450
58,955

1292.525
1030.137

52.303
113.661
143,306
756,592

1225.779

65.500
112,995
202,377
376,370
136,000
369,772
29,857
172,920
165,650

1591.096

207,345
208,520
110.378
136,345
185,451
135,023
252,350
327,707

66,468
342,550
185,550
107.328

54.170
100,432

1326.497

271,058
409,370
584,407

117
It has been established as a confirmed fact that
building materials are notoriously underadvertissd.
Table xx demonstrates the ratio of automobiles to all

types of advertising. and structural advertising.

Table XX Ratio of Automobile Advertising to All
Advertising and Structural advertising

 

 

 

 

 

 

 

Year Ratio of Automobile Ratio of.Automobile ad-
Advertising to All vertising to Structural

1928 —~— 1-15 1-25

1929 1-12 1-25

1950 1-14 1-25

1951 1-14 91:51

1952 1-15 1-55

1955 1-17 1-82

1954 1-16 1-60

 

 

 

That this constant advertising by automobile manu-
facturers has had its effect is an everyday reality.
How many times does one see the latest model car parked
in the yard of’a tar paper shack? Many people prefer to
be the owners of a fast. sporty car and live in squalid
circumstances.

People want automobiles, and they will continue to

want them until somebody shows them that earsthing else

118
is better. Advertising has played a gigantic role in
building up the demand for automobiles to such a far-
fetched extent that men are willing to lower their
standards of living to become the possessor of one.

In 1954, a survey was made of Michigan consumers,
in which this question was asked: "What major purch—
ases do you intend to make during the next six months?"

"None," was the answer of 56.8 per cent. 0f the
remaining 45.2 per cent, the following table shows
that automobiles were the articles in mind. Remodel-

ing the home was next to the last item wanted.

Table xgg; Michigan Future Purchase Survey Results, 1954

 

 

 

 

 

 

Article Per Cent Who Would Buy
Auto 46.7
Furniture and Rugs 26.0
Clothing .15.7
Electric Refrigeratorf 10.0 4“—
Remodeling 6.8
Radio 5:4j 5'

 

 

Automobiles are directly competitive with the
building materials industry; and as long as their manu-

facturers continue to stimulate the Joy of ownership,

119
while building material fabricators do not seek to
mold the desires of'men. no manufacturer of the latter

has cause to complain about bad business.

Conclusions

1. Substitute building materials are more extens-
ively advertised than lumber. The 1958 list of leading
advertisers shows that $2,815,525 were spent by build-
ing material manufacturers in general magazines. The
three important lumber appropriations were:

(1) Western Pine Association $50,000

(2) Weyerhaeueer Sales Company 20,000

(5) Red Cedar Shingle Bureau‘ 25,000

One hundred thirty thousand two hundred four dolB
lars was the radio advertising bill for building mater-
ials in 1958. No lumber company or association spent
money for this medium.

For newspapers, the data are not available, but
the Southern Pine Association spent»twenty thousand
dollars in 1957. In 1958, it did very little with this
medium. The Southern Pine Association was the only
lumber interest to use newspaper space in any quantity
in 1957.

Figures collected by the Association of National
Advertisers show that lumber product enterprises spend
only one-fourthfdcfnfth eir gross sales for advertising,
while building material manufacturers averaged 2.05 9
per cent for the five years 1954-1958 inclusive.

'120

2. Building materials are underadvertissd in
comparison with automobiles, both being competitors
for the consumer's dollar. In periods of depression,
the ratio of automobile to building material advertis-
ing rises sharply. In 1929, it was twenty-three to one;
in 1955, eighty-two to one. This can be explained,
partially, by the fact that the construction industry
is subject to sharp. violent fluctuations, and is loath
to spend money on advertising in adverse periods, when
individuals do not know how long they will be able to
function.

5. In the past, no industry has engaged so extens-
ively in cooperative advertising as has the lumber in-
dustry.

4. The largest part of the lumber sold on the
market is advertised in trade Journals. Manufacturers
stay away from consumer advertising because it is ex-
pensive and requires a trade—marked product. Weyerhaeu-
ser introduced the:first trade-marked lumber in 1928.
Naturally, a conservative industry requires a long time
to adapt it self to new methods of merchandising.

5. Direct mail is an important media for lumber
advertising and is being used by regional associations
to reach the ultimate consumer via the subscribers.

6. Steady advertising is seldom undertaken in the
lumber industry where apprOpriations fluctuate with

the price of lumber.

a

121

7. Wood should be advertised by the national
association; species by the regional associations;
and brands by the individual manufacturers.

8. Conservation advertising is a means of inform-
ing the public as to what the lumber industry thinks
about an important american problem. While not extens-
ive now, it Should be more widely used to combat ad-
verse propaganda.

9. The greatest need for‘advertising lumber lies
interindustrially. not intraindustrially. competitive
waste such as exists in the tobacco, food, and automo-
tive fields is undesirable.

10. Advertising, itself, cannot cure the ills of
the lumber industry's merchandising program. It works
best when included in a snooth cooperative formula of
salesmen, retailers, wholesalers, consumers, and ofliers
in the channels of distribution.

11. The history of advertising includes many
manufacturers who fell by the wayside because of extra-
vagant advertising programs. Many "burn more coal,”
”eat more bread.“ and "drink more milk" campaigns have
failed, but are revived by some hopeful individual
within a few years. The lumber industry has hardly
ever been injudicious in appr0priations. One quarter
of a million dollars was the greatest amount ever spent
for‘advsrtising by the National Association; and this

was for not more than two years in succession.

122

In spite of this, all precautions should be used
to spend every penny in the right medium, at the right
time, for the right product, with the right cepy.

12. The National Association is now doing no ad-
vertising "in the traditional sense of the word." No
doubt, this is due to financial difficulties. Money,
its presence or absence, governs the extent of an ad-
vertising program. Once more, it is evident that sub-
scribers will have to be scared into digging into their
pockets, as they were in 1912 and 1927, by presenting
a formidable list of substitute expenditures.

123
SELECTED REFERENCES

Agnew, H. E. Advertising Media. New York;
D. Van Nostrand Company, Inc., 1952

Agnew, H. E. 000perative Advertising by Competi-
tors. New York: Harper and Broth-
ers, 1926

Caplee, John. Advertising For Immediate Sales.
New York: Harper and Brothers,
1956

Dygert, W. B. Advertising, Principles and Prac-
tices. New York: Longmans, Green
and Company, 1957

Directory of Newspapers and Periodicals. Phila-
delphia: N. W. Ayer and Son, 1959

Goods, K. M., and C. Rheinstrom. More Profits
From Advertising. New York:
Harper and Brothers, 1951

Hotchkiss, G. B.. and R. B. Franken. The Measure-
ment of Advertising Effects. New
York: Harper and Brothers, 1927

Lockley. L. C. Vertical 000perative Advertising.
New York: McGraw-Hill Book Company,
1951

National Lumber Manufacturers Association. Official
Report of Annual Convention. 1911,
1912. 1925, 1925

High Lights in a Decade of Achieve-
ment. 1929

 

Nixon, H. K. Principles of Advertising. New York:
McGraw-Hill Book Company, 1957

Papers of'the American Association of Advertising
Agencies. New York: The Ronald
Press Company, 1927

Phelps, G. H. Tomorrow's Advertisers and Their
Advertising Agencies. New York; .
Harper and Brothers, 1950

Quiett, G. C. and R. D. Casey. Principles of Pub-
licity. New York: D. Appleton and
Company, 1926

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