Expenditures 

 (percent) 



Over 10 



None 



10 20 30 



Percent of total yards 

 FIGURE 6. ADVERTISING EXPENDITURES AS A PERCENT OF GROSS DOLLAR SALES. 



The proportion of consumer, contractor and industrial sales is also 

 a factor influencing advertising expenditures. What appeals to home 

 owners does not generally appeal to industrial huyers so that advertising 

 methods may differ according to the market outlet. 



COMMODITIES HANDLED BY RETAIL YARDS 



Lumber sales comprise approximately 39 percent of the gross dollar 

 sales by retail lumber yards in the region (Figure 7). An additional 45 

 percent of sales are made up of other wood products — millwork, ply- 

 wood, wooden clapboard and shingles, reconstituted wood products, and 

 flooring. The remaining sales volume is of other products, primarily 

 hardware, paint, and non-wood exterior siding. Although lumber is no 

 longer the major commodity sold in the retail lumber yard, wood pro- 

 ducts in various forms do comprise in excess of 75 percent of the gross 

 dollar sales volume throughout the northeastern region. 



All wood products, as enumerated above, are handled by most yards 

 with little variation noted between size classes. No significant differences 

 were found between states. 



Non-Wood Products 



Of the non-wood commodities, paint is stocked by about 90 percent 

 of the retail yard operators. There is some variation by states for those 

 selling paint. It ranges from 97 percent in West Virginia to 74 percent 

 in Massachusetts. The low figure in Massachusetts may be attributed to 

 the fact that it is a more urban state and there is greater competition 



13 



