Fall 1973

Soule steel News VOLUME 2 FALL ISSUE - OCTOBER 1973 NUMBER 3

"YOU'LL LIKE OUR STYLE" SETS PACE

The Buildings Division theme "You'll like our Style" first appeared in 1973 advertising, and set the pace for a record-breaking year in metal buildings sales.

But what role does advertising play in the course of business at Soule? A large and important one, since the effects of advertising in 1973 will affect sales performance well into 1974 and 1975.

Barry J. Cossette, Advertising Supervisor, is charged with responsibility for all operating Divisions and Corporate advertising, public relations, marketing and publicity.

To accomplish his goals, Cossette draws on many inside and outside sources, including Wilton, Coombs & Colnett, Inc., advertising agency for Soule.

Cossette's department produces the annual calendar seen throughout the West, as well as the corporate Products/Facilities brochure, press releases on employees, company activities, and the various needs of each Division.

The bulk of his efforts are directed toward the Buildings Division, for this field is one of the most competitive and growth-oriented in the entire steel industry.

To promote the sale of Soule Steel Buildings throughout the thirteen Western states utilizising direct and dealer sales organizations, the Advertising Department has created a completely coordinated package of programs. These range from advertisements in publications such as the Wall Street Journal, U.S. News & World Report and Business Week, to such diverse needs as Yellow Pages (a Soule ad in almost every telephone book in the West), extensive direct mail (over 200,000 pieces mailed annually to key targeted business groups), and many brochures, flyers and other necessary sales promotion tools.

"Advertising," Cossette stated, "is a combination of art and science, cause and effect, and as a result, is very subjective. Nothing is all right or all wrong, but almost everything is partly right. Our task is to use all the tools available to create a program which is more right than the alternatives. We never know in advance if we have a successful program. We try to eliminate the so-called long shots and concentrate on areas where past performance indicates success is more likely."

The Advertising Department is one of the key links between Soule and the 50 dealers, providing expertise and materials to local dealer advertising programs. And it is the dealer organization which is the key to the successful growth the Division has enjoyed in recent years.

In 1973, the Division advertising took a different approach from that of prior years. It features photographs of some of the most attractive buildings erected by the Division, and concentrated on telling the story of low cost, design, and speed with which a Soule Building can be erected.

Hard-hitting headlines, such as "Cheap is Beautiful", and "The Low Price of Success" were used to tell the story, as well as to create a favorable impression of Soule products in the mind of the prospective buyer.

Cossette feels advertising has matured past the old-time "promise-them-anything-to-get-the-sale" era. "Today's consumer is wary of undeliverable promises and false claims, as anyone who reads Federal Trade Commission rulings knows. Today's buyer wants hard facts, and we are fortunate in that the hard facts about Soule metal buildings are such that we can make claims about the product without fear of reprisal."

In the future, look to Soule advertising to continue its hard-hitting, aggressive stance toward the buyer. We will point out our advantages in terms of product, price, and service.

And when the dealer salesman makes a call to the prospect who returned an ad coupon to Soule, he will have detailed brochures and other aids produced by the Advertising Department to show the advantages of the Soule product.

And while it is still impossible to accurately measure the effects of advertising with any degree of certainty, it is also impossible to continue growth without it.

"That's the challenge which makes it fun," said Cossette.

Photo: Barry J. Cossette, Advertising Supervisor.

Board Meets at Mill

The Company Board of Directors recently held a meeting at the Carson Mill. After a tour of the mill facilities, George Mattos, who attended his last board meeting before retirement, was honored at a luncheon. Afterward, they toured the steel building fabricating facilities at Los Angeles.

Photo: Observing the continuous casting machine at the Carson Mill are Board Members (l. to r.): Ian S. Wishart, Stanley Soule, Charles J. Nearhoff (of Crocker National Bank), Howard Soule, Max Thelen, Jr., Lee Soule, Fred J. Percy (of United California Bank).

(Continued on page 2)

PAGE 2

SOULÉ STEEL NEWS

OCTOBER 1973

BOARD MEETING (cont.)

*Photo: Other Board Members at Carson Mill were (l. to r.): Mrs. Edw. L. Soulé, Sr., Donald Watkins, Warren Grundfor, and Earl Neeb, Mill Manager.*

RETIREMENTS

George Mattos Retires

*Photo: George Mattos displays his retirement cake and watch presented him when he retired as Senior Vice President — Finance and Treasurer, and Board of Directors member, after 28 years with the company. In addition, the Board of Directors, at a luncheon, presented him with a retirement certificate, service pin, golf cart, money gift certificate, special board resolution and his first retirement check.*

HERB LANGE

*Photo: Herb Lange was honored at a luncheon at San Francisco's World Trade Club on his retirement from the Architectural Products Division. He was presented with a retirement certificate, service pin and chain saw. Shown here are (l. to r.): Lee Soulé, Jack Pickner, Ian Miller, Herb Lange, Stan Soulé, Bob Ford and Don Watkins.*

JOHN LITTLE

John Little retired as Maintenance Mechanic in the Carson Mill after 12 years on the job.

RETIREMENTS (cont.)

MARSHALL RIVERA

*Photo: Marshall Rivera of the San Francisco Plant has retired after 42 years with the company. With him as he received his retirement certificate, were Lee Soulé, Stan Soulé and Ralph Schulenberger.*

MARSHALL COURTS

*Photo: Marshall Courts (l.) is congratulated by Bob Ford on his retirement from the S.F. Plant after 25 years with the company.*

ALFRED GUARAGLIA

*Photo: Alfred Guaraglia has retired from the San Francisco Plant after 27 years with the company. Shown (l. to r.): Bill Taylor, Al Guaraglia and Bob Ford.*

LEE MILLER

Lee Miller, crane operator in the Melt Dept. of the Carson Mill has retired after 18 years with the company.

LATTIE HOWELL

Lattie Howell, Tool and Die Maker in the Los Angeles Plant retired after 26 years.

EDWARD HOOVER

Edward Hoover retired as Automatic Welder at the L.A. Plant after 18 years with the company.

VERLIN CURTIS

Verlin Curtis, a welder in the Los Angeles Plant for 14 years has retired.

NAMES IN THE NEWS

DON WATKINS

*Photo: Don Watkins has been promoted to the position of Treasurer of the Company, assuming the duties of George Mattos, who has retired.*

RALPH GARCIA

*Photo: Ralph Garcia has been promoted to Controller and Assistant Secretary of the Company, taking over the duties of Don Watkins.*

ART LINDSAY

*Photo: Art Lindsay has been promoted to the position of Employee Relations Director and will be responsible for the entire Personnel and Labor Relations functions of the Company. He succeeds Ralph Schulenberger who has been transferred to the position of full-time Consultant.*

JERRY RANDOLPH

*Photo: Jerry Randolph has been appointed to the position of Employee Relations Manager for Southern California. He will be working out of the Carson Mill.*

HECTOR RODRIGUEZ

*Photo: Hector Rodriguez has been employed as Supervisor of Production Control at the Carson Mill. He comes to Soulé with excellent credentials from Martin Marietta.*

TOM KELLEY

Tom Kelley, Manager of Data Processing and Internal Auditor in Los Angeles, has been appointed to the Board of Directors of the Long Beach Chapter of the Association for Systems Management.

OCTOBER 1973 SOULÉ STEEL NEWS PAGE 3

SOUTHERN CALIFORNIA FIELD JOBS

*Photo: Shown at a bridge support column for Santa Anita Racetrack are: D. Peterson, Foreman, L. Rawson, R. Walters, H. Cost, S. Aguilar.*

*Photo: L. Haywood and E. Kelch are welding rebar for the Pacific Design job.*

*Photo: D. Golucia and D. Stuckey are placing rebar for a new J.C. Penney store at Carson Shopping center.*

*Photo: D. Good and R. Garcia work on a section of the Artesia Freeway job.*

*Photo: J. Maholick and G. Purcell, Foreman, work on the roof of a steel building job for Forrest Industries.*

*Photo: Dick Carr, Foreman, and W. Wildby work on rebar for a Long Beach bridge overpass.*

*Photo: Metal building Ironmen, Joe Downs, Foreman, and J. Baragar, finishing up Union Pacific job. Joe Downs just completed 25 years with the company.*

*Photo: H. McNally and J. Faulkner use their skills on a retaining wall for the Artesia Freeway overpass.*

*Photo: D. Brown and B. Benson, Foreman, at work on roof of metal building for Sear's warehouse at City of Commerce.*

*Photo: Working on the roof sheets of metal building for the Teledyne Co. are: L. Houseworth, T. Manning, D. Lettrell, Foreman, and A. Crittenden.*

*Photo: J. Vaughan, S. Clark, Foreman, and G. Lewis in front of the metal building for Post Transportation at Carson.*

*Photo: Bob Main of Southern Calif. Traffic delivers a load of rebar to the Artesia Freeway job.*

NORTHERN CALIFORNIA FIELD JOBS

*Photo: Smiling Tom Nicholas and Tom Younger work on rebar at El Bethel Arms in S.F.*

*Photo: Dave Shiflett, Carlos Guzman, Barry Stowers, Foreman, and Duane Langenberg, on a buildings job for Leslie Ceramics, Berkeley.*

*Photo: A good group of Architectural Products field men at the Metropolitan Life Bldg. in S.F. Earl Purcell, Jerry Biggs, Jerry Gardenhire, Gene Welsh, Foreman, Earl Capstick, General Foreman, and Dutch Mahle.*

*Photo: At the Xerox Corp. Job are: Tom Lustig, Robert Esparza, Rico Molinari, Foreman, and Ron Ferrero.*

*Photo: They're putting up columns for the Los Medanos College at Pittsburg - Emil Paganelli and Randy Pagan, Foreman.*

*Photo: Bob Yerman and Al Simoni are working on the San Pablo Dam Spillway.*

*Photo: Putting reinforcing steel in the slip-formed Mills Estate building are Frank LaFerrera, Foreman, and Ken Laleiki.*

*Photo: Andy Rasmussen, Foreman, Tom Duncan and Ed Skee, install rebar for Bayhill Shopping Center at San Bruno.*

*Photo: The Royal Adah Arms in S.F. had a good crew, in persons of: (standing) Al Dominguez, Greg Pagan, Buzz Dennison, Foreman, Gil Capote, and Willie Turner. Kneeling: Tom Duncan and Hugh Clutier.*

*Photo: Buildings Division erectors at the Weststates Bldg. in S.F., are Teddy Scott and Jesse Esquivel, Foreman.*

*Photo: Mike Sandy, Sam Carter, Foreman, and Vaughn Kezirian, are on the Signode Manufacturing job setting rebar at Pittsburg, Calif.*

**DEATHS** It is with regret that we announce the following deaths: Bill Hunter, San Francisco Accounting Dept. Dick Cain, retired L.A. Sales Manager Orval Stovall, San Francisco Plant

PAGE 4 SOULÉ STEEL NEWS OCTOBER 1973

The low price of success. Soule Buildings Workbook Cheap is beautiful. The new cold standard. Save now save later Temp Con Cold Storage Building Systems Accent GOOD INVESTMENT IDEAS FROM SOULE Soule Steel SOULÉ BUILDINGS WIDTH EXTERIOR BUILD SPEC SERIES BUILD SPEC SERIES #12 BUILDING SPECIFICATIONS MAINSTREET BUILDING SPECIFICATIONS

Some of the Current Soule Buildings Division advertising and sales promotion materials include a series of magazine ads, direct mail pieces, custom-tailored ads for dealers, and brochures to give in-depth sales and technical information to prospective buyers of Soule metal buildings.

KUNG FU Arthur Alvarez, an L.A. shop employee is a good man to walk with down a dark street at night. He is a Master in Fung Fu and also holds a black belt in Judo. He teaches the arts in the evening.

NEW FACES IN SAN DIEGO Nabic C. Panda is a new Detailer-Trainee in San Diego. He has a Master's Degree in Mechanical Engineering. Frank Stahl is the new Trainee Estimator in San Diego. He has a BBA Degree from Idaho State University, and comes from Hungary. He became a U.S. citizen in 1964.

WE URGE YOU TO GIVE ### THE UNITED WAY

Fall 1973 Issue SOULÉ NEWS Published Quarterly by the Soule Steel Company 1750 Army Street San Francisco, California

Howard S. Soule, Editor

Associate Editors Wilma Patton Los Angeles Bill Bristol San Francisco Lucile Van Dusen Salt Lake Jo Davis Fresno Tina Lewis Ventura John Rogachenko Carson Furman Davis Phoenix Esther Longnecker San Diego Ramona Kurtz Sacramento Maria Hebert Newark Mary Long Santa Ana