April 23, 1922 



Hardwood Record — Veneer & Panel Section 



35 



Tlu> f;iiii|i;iigii of tlu' X;itioiiiiI Coiuieil of Furniture Associations 

 to rnise tlie ethical practices of its industry through the adoption 

 of standard terms, or definitions, culminated in Chicago on April 13 

 when the Board of Governors of the National Better Business 

 Commission, affiliating with the Xational A'igilance Committee and 

 Better Business Bureaus of the Associated Advertising Clubs, 

 adopted a set of standard terms for recommendation to furniture 

 retailers. The meeting was presided over by H. J. Kenner, director 

 of the Vigilance ConnDittee of the B. B. B. of the Associated Adver- 

 tising Clubs. 



The terms recommended follow closely the language and spirit 

 of the terms and definitions of the National Council of Furniture 

 Associations, supplementing them by certain points taken from the 

 Cleveland Conference suggestions; but, 

 nevertheless, putting the prestige and 

 power of the Xational Better Business 

 Commission behind the work of the 

 National Council of Furniture Associa- 

 tions. 



Before the terms were adopted at the 

 Chicago meeting a committee from the 

 Cleveland Conference conferred with the 

 Better Business Bureau officials on these 

 terms, which are designed for use be- 

 tween the seller of furniture and the 

 ultimate consumer, and are looked upon 

 as a definite help in the movement to 

 build confidence in furniture advertising. 



The whole-hearted adoption and use of 

 the terms by the retail furniture dealers 

 of the country was forecast by John L. 

 Young, as president of tlie National Re- 

 tail Furniture Dealers' Association in 

 Grand Rapids on January 12. Mr. Young 

 said: 



At a meeting held in New York on De- 

 cember 5, between the Xational Council 

 of Furniture Association.s, representatives 

 from your as.sociation and members of the 

 Vigilance Committee of the Associated Ad- 

 vertising Clubs of the World, these terms 

 wt-re again modified and a set of trade 

 terms proposed, which are now being pre- 

 sented to the various associations within 

 the trade for adoption, and it is to be ex- 

 pected that within a very short time all 



factions interested will have agreed. When 



that time comes, all retailers and manufacturers of furniture will be 

 advised as to the trade terms agreed upon, and it is the recommenda- 

 tion of your officers that the retailers of furniture not only adhere 

 to the use of these terms in their transactions with the public, but 

 insist that the transactions between themselves and the manufacturers 

 be in conformity with the terms decided upon. If this will be followed 

 out many of the complaints that come to us regarding misrepresenta- 

 tion of merchandise hy manufacturers will be obliterated. 



The first set of terms was formulated by the X'ational Council of 

 Furniture Associations at its meeting in Hot Springs, Va., in Sep- 

 tember, 1921, and the fact that the work has been brought to a 

 successful conclusion within the short space of eight months is 

 considered a striking evidence of the progressive spirit and general 

 high moral character of the members of the furniture industry. 

 After the meeting in Hot Springs the National Council discussed 

 terms and made some alterations and improvements at virtually 

 every session held. It was at the lastest session of the Council in 

 March that the terms followed in outline by the conferees at Chi- 

 cago on April 13 was promulgated. 



The powerful influence of the Advertising Clubs of the World 



The Terms 



The following are the standard terms for 

 furniture adopted in Chicago, April 13: 



SOLID: Furniture designated as solid 

 mahogany or walnut shall have all exposed 

 surfaces of solid wood of the kind designated. 



MAHOGANY OR WALNUT: Furni- 

 ture designated as mahogany or walnut shall 

 have all exposed surfaces {both solid parts 

 and plywood) of the kind of wood designated. 



C0MBIN.4TWN: Furniture designated 

 as combination mahogany or walnut shall 

 have all exposed surfaces of mahogany or 

 walnut {solid or plywood) in combination 

 with gum, birch, or other suitable wood. 



The kinds of woods used in combination 

 with mahogany or walnut should be named, 

 for example: "Combination mahogany and 

 birch," "Combination walnut and gum." 



I.MIT.4TI0N : Furniture designated as 

 imitation mahogany or walnut shall be that 

 with exposed surfaces of other woods colored 

 to imitate mahogany or walnut. 



Where other woods are used the name of 

 this wood is to be substituted for that of 

 mahogany or walnut in the definitions. 



The term "exposed surfaces" shall mean 

 those parts of a piece of furniture which 

 are exposed to view when the piece is placed 

 in the generally accepted position for use in 

 the home 



came into the campaign tor terms at a meeting of the Vigilance 

 Committee of these clubs in Cleveland on November 8. This meet- 

 ing was attended by representatives of furniture numufacturers, 

 the American Walnut Manufacturers' Association, represent.itives 

 of Hahdwood BECoiiD and other members of the trade press. This 

 meeting was presided over by Richard R. Lee, chairman, of the 

 A'igihmce Committee, who played an important i)art throughout 

 the period required to bring the terms to completion. Mr. Lee 

 then emphasized the fact that the organization he represented had 

 iio intention of trying to dictate a set of definitions for use in the 

 furniture industry, but merely desired to actively foster the formu- 

 lation of terms and give their support when satisfactoiy terms were 

 finally arrived at. 



The work of establishing standard 

 terms was powerfully stimulated by the 

 movement for the advertising of furni- 

 ture nationally, which has resulted in the 

 American Better Homes Bure;iu. The 

 thinkers of the furniture industry felt 

 that the value of the vast advertising 

 campaign which was planned would be 

 weakened if any conditions were left in 

 the industry, which might militate 

 ag;nnst the confidence of the public in 

 furniture. 



With standard terms the public will be 

 taken into the full confidence of the fur- 

 niture industry and they (the public) 

 are certain, as a result of this, to receive 

 with more than ordinarj- conviction the 

 jiublicity matter which the American 

 Better Homes Bureau intends to dis- 

 seminate. 



By the establishment of these terms 

 the furniture industry, in eflfect, has made 

 eveiything shipshape for the voyage 

 through perhaps the greatest era of op- 

 portunity for furniture sales the industry 

 has ever faced. 



The age of extravagance and folly is 

 behind the American people, and within 

 the past two years they have done a 

 great deal of thinking on the substantial 

 basic and finer values of life. This 

 leads them to a mood for the purchase of furniture. They are in 

 the frame of mind to be easily convinced that it is wiser and more 

 frugal to improve the comfort and appearance of their homes than 

 to buy an automobile and burn money in gasoline and tires. Being 

 in a chastened mood an investment that promises to be much more 

 permanent than the automobile and that will tend to strengthen 

 and elevate the characters of themselves and their children will 

 appeal more strongly to the average American and his wife during 

 the next few years than ever before. They have seen the folly of 

 wastefulness and extravagance, the grief that may follow it; and 

 thev are 



readv to listen to a discussion of solid values like furnit\ire. 



Badger Cabinet Company to Rebuild 



The Badger Cabinet Company of Plymouth, Wis., which on 

 January I suffered a heavy loss by fire in its cabinet and panel 

 factory, is about to start work on the erection of a new building 

 to take its place. The exact details have not been announced but 

 it is expected that with equipment and machinery the new factory 

 will cost about $75,000. 



