1958–Year of Decision for Wood Merchandizing

In 1958 the National Lumber Association established the National Wood Promotion Program to stimulate increased use of wood in the construction industry, representing about 74 percent of the lumber market. Four basic causes of the lumber decline gave rise to the NLMA National Wood Promoting Program: out-promotion by competition; consumers’ loss of faith or contact with wood due to lack of information; discriminatory building legislation; and consumer rejection of lack of a standardized quality product. Lack of promotion initiative by sawmills (50 to 60,000), and wholesalers (4 to 5,000) [who deal increasingly with non-wood products], and miscellaneous woodworking establishments emphasizes the need for the NWPP. In 1956, as a result of the 1955 McKinsey and Co. lumber market analysis, NLMA’s Board of Directors established committees in their 16 federated associations to discuss a merchandising program. From this developed a Special Merchandising Committee, whose subcommittee in 1957 retained Dr. James M. Scott of the University of Michigan to survey the market and offer recommendations. When the Scott report was accepted in November, 1957, $25,000 was appropriated to outline the program. The plan submitted by the advertising agency, Van Sant, Dugdale & Company, based on Wood Promotion Planning Committee ground rules, was approved August 13, 1958. The program should create a more favorable climate for particular brands and species, an excitement about wood, and knowledge of its decorative uses. It should work to eliminate discrimination in building codes and fire insurance fields, and educate architects, engineers, school officials, and students in technical aspects of wood products.

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