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Wisconsin IM anufacturers IsAeet 



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The Northern lltiiiluck Jc Jlurdwood Manufai'turcrs' AsEociatioii 

 met in annual session at the Hotel Pfister, Milwaukee, Wis., on Jan- 

 uary 26. 



Promotion Work for the Year 



E. A. ]Ia(iiar opened the meeting by reading the report of M. P. 

 McCollough, chairman of thn bureau of promotion. This report 

 follows.: 



There nro several species of birch In the United States, all of which 

 are found principally in New Knglund, New Yorit, .-ind the Lake States. 



Vcllow birch, manufactured by the members of this association, has 

 a most proiulnent place In the lumber market, and in my opinion has 

 gained reputjtlon and friends more from Its real merit and beauty than 

 as the result of prnttlcal methods employed by the mlllman to market it. 

 The total annual cut of all species is approximately 400 million ft. and. 

 according to recent census reports, i'i.o'^c is produced in Wisconsin, 14 9*0 

 In MIcbican, lO.STe in Maine; the remaining 32'r'o originating in other 

 eastern and southeastern stales. 



Quite a large portion of the birch produced in the eastern states is of 

 the paper birch species not demanded in the general markets. Con- 

 Biderlng this it is evident that the bulk of the birch lumber annually 

 marketed far exceeds In Wisconsin and ^lichlgan the percentage of the 

 whole credlie<l to thtse two slates by the government reports. The output 

 of Wisconsin Is three times greater than that of Michigan. By tlic gov- 

 ernment census for 101^ the annual production of some of the woods 

 wblcb are important commercially, and which are being urged upon the 

 consumer in more or less competition with birch are : yellow pine, 13 

 billion; Douglas fir. 5H billion: oak. ?• billion; cypress, 1 billion; red 

 gum, 1 billion. The total production of birch of all kinds, being about 

 400 million. Is relatively small. 



In presenting these ligures I simply wish to show what a tremendous 

 increase in consumption must be brought about to alTect the demand 

 for these ^lir< rent woo<ls as compared with birch. Further. It is possible 

 to Increase the production of these woods other than l>lrch to meet in- 

 rreased demand, while the immediate tendency of the Increased demand 

 in birch would be a better price. 



In addition to general building and planing mill products, boxes and 

 crates consume annually 4,500 million feet of lumber, of which 2% is 

 birch. Furniture and fixtures, using 1,400 million, take 1% birch. 

 Woodenwarc, novelties, etc., annual wood consumption. 400 million board 

 feet. Birch used. 7Tc. Vehicles, annual wood consumption, 740 million 

 board fee;. Birch used, 2%. 



Listed according to annual consumption arc also the following : 



Musical instruments 5% Birch 



Itffrigerators ond kitchen cabinets 3% 



Matches and toothpicks 4% 



Laundry appliances 't'7o 



I'icture frames and mouldings 5% 



Automobiles 11 % 



There are many minor uses of lumber, most of which consume but a 

 negligible amount of birch. 



Of the total hardwoods consumed annually, birch comprises much less 



— 2e— 



Ibiiii .. (Ml •'■111. and that being controlled by practically two states, it 

 would seem that by organized ellort a small iycrease only In the con- 

 sumption of birch would be promptly lellected In its market value. It 

 is evident that an increased sale of birch of from 8.000.000 to 10,000,000 

 feet would make us feel the increased demand In a marked way. 



In a small way, with limited funds, your bureau of promotion has 

 attempted to place birch before the architects, carpenters, retail dU- 

 trlliutors and consumers. In three years wc have distributed many panels 

 and booklets, with no duplication, and upon request only. It has been 

 our aim to place them where the greatest good might be derived. Our 

 follow-up system has of necessity been limited, but in every case we 

 endeavor to make it possible to have birch used. 



Liberal samples of birch, as well as other woods manufactured by our 

 members, have been furnished the National Lumber Manufacturers* Asso- 

 ciation for exhibition purposes, the National Museum at Washington, and 

 exhibits under the management of our chief Inspector, made at the annual 

 conventions of the Northwestern Lumbermen's Association, and the Wis- 

 consin Itetall Dealers' .Association. Lack of funds only has prevented 

 similar exhibits at other state conv.ntions. We have been allowed le«« 

 than $4,000 yearly for the promotion of birch, yet, with the coiiperation 

 of the veneer mills of Wisconsin and the varnish and stain manufacturer!, 

 we have had very encouraging results. 



We have a wood in birch that ranks above most hardwoods for In- 

 terior finish, cabinet work and furniture, a proven article, and it is within 

 the power of the manufacturers of this state to so increase Its use as to 

 Insure handsome returns upon the investment. A great handicap to birch 

 is the reputation it has gained as an imitation. The true merits of the 

 wood have been hidden, and undoubtedly this will continue, .vet "birch 

 as birch" is more generally coming Into use. It has an lndlvldualit,v of 

 its own, and more and more it Is being recognized. It is possible to 

 exploit the beauty, reasonableness of cost, and adaptability of birch to a 

 point ihat will gain recognition for it as a rare, fine wood. With In- 

 creased demaiMl the limited ?upp!v can readily be marketed at a fair price. 



In a tentative vny, T believe when the time comes — as it will^a slogan 

 or trade mark should be adopted. "America's Finest Wood" lias been 

 used by our association In a great deal of Its birch copy, and this, or 

 something similar er bette:-, can be used. 



Disabuse the mind of the public that the virtue of birch lies in its 

 successful Imitation of other woods and place before It the many flne 

 finishes that bring out the beauties of l»irch in a pleasing way. The 

 Impression that birch Is an expensive wood should be corrected. There 

 are approximately .1. 000 good architects, :!0.000 lumber dealers and many 

 thousands of carpenters, contractors and builders of the country who 

 should know of the advantages of birch and the many beautiful finishes 

 It will take. Their interest and cooperation Is needed. 



The home builder must be reached. This Is evident from the expe- 

 rience we have gained from the limited birch campaign we are now 

 carrying on. The merits of the wood must 'oc shown the builder of the 

 finer residences, oflice buildings, hotels and apartments. The relative 

 reasonableness of cost mast be convincingly put up to the owner of the 

 small residence. 



A large distribution of finished birch samples should be provided for. 

 Exhibits of the finished trim and sample doors should be made at all Im- 



