The story of wood, wood products and Wood & Wood Products.

A single sheet of fading-yellow paper dated December 28, 1945, reveals Herbert A. Vance's vision for a new magazine serving the wood trade that 50 years later will still be flourishing as Wood & Wood Products. It is the rough draft of a letter to Arnold E. Monetti, attorney and secretary of Vance Publishing Corp.

"Dear Arnold: "As you know, we have been thinking for a long time about starting a wood-use paper.... The paper will cover production and technical developments and the process of wood, covering such subjects as growth and conservation of forests; logging; saw mill, planing mill and mill work operations; paper, plastics and cellulose products; veneers and plywoods; industrial uses such as furniture, sporting goods, marine, etc.; and timber fabricators.

"Although a definite name for the new paper has not been established, the best name so far developed is the one we had previously - 'Wood Age.'

"We have already discussed this proposition with an outstanding man in the lumber industry, who I think will make an excellent editor because of his background, knowledge and reputation in the field.

"This is something we have wanted to do for a long time. I think the time is right, and if we can get this individual, our chance of success will be very good."

The next nine months are a flurry of activity to get the new publication ship shape and ready to launch. By mid-February 1946, Robert Turner, "the outstanding man in the lumber industry," has reported and started working as editor on the "wood-use paper" at a salary of $600 a month. He uses his industry knowledge and connections to line up experts in the field to contribute articles for publication.

Still, there is much more work to do, including the development of promotion pieces to solicit advertisements and subscriptions, and the development of typography and page design. The most immediate concern, however, is deciding on a title, as Herbert Vance has second thoughts about calling his corporation's first startup publication "Wood Age."

The Search for a Name

Herbert Vance's objections to the name "Wood Age" are made known to Monetti in a letter dated February 19, 1946. "If possible, we would prefer to use the word 'Wood' as a name. We believe it would be preferable to 'Wood Age' because actually talking about a wood age now may not be entirely accurate."

Monetti replies in a letter dated February 21: "The (patent) attorneys expressed the opinion that the name 'Wood' might be objectionable on the theory that it is a surname incapable of exclusive appropriation. (However,) like you, I feel that 'Wood Age' may be a little posthumous."

At the bottom of Monetti's February 21 letter, Vance jots down several alternative titles to "Wood" and "Wood Age," including "Wood Review," "Wood Forum," "Wood Era," and "Forest Products." But it is obvious from the text of his next correspondence to Monetti, dated February 26, 1946, that he is stuck on "Wood." "We are still not satisfied with the name ('Wood Age'), and I notice papers with the names 'Aviation,' 'Air,' 'Flying,' 'Economist,' 'Foundry,' etc., so I wonder what is the penalty we might pay if we used 'Wood.' I understand that somebody else might be able to use it because it is a surname. On the other hand, if it is the best name we could develop, I question whether anyone else would use it in our field that would be detrimental to us."

A little more than six months later, the first issue of Wood - not Wood Age - magazine is published.

The First Issue

In the face of older, well established competition, such as Wood Products and the The Wood-Worker (see page 38), the publishers of Wood immediately seek to distinguish their magazine as something refreshingly new and decidedly better. Thus, instead of running an advertisement on the cover as is customary of its competitors, Wood runs "action" photos of wood-related production. The September 1946 premiere issue of Wood features a montage of action photos depicting primary and secondary wood processing operations.

Inside the 52-page issue, readers find an eclectic mix of wood-related articles, most written by contributing industry experts, including: "Paper Supplies ... Two Views," "Pointers on Chain Saws," "Honeycomb - a Featherweight that Sings Bass," "Tooling and Production Methods for Molded Plywood" and "The Nazis Were Over-Rated!" which concludes that "German research, technological and industrial developments in the field of wood were, with few exceptions, considerably behind" the United States.

The premiere issue also kicks off a series of articles titled "The Woods You Use," which is reminiscent of the "Wood of the Month" column that has run in Wood & Wood Products since June 1986. The 1946 series' author, Joseph L. Stearns, is introduced as one who "collects and studies wood species just as you collect stamps and he carries on a worldwide correspondence and swapping business. His private collection numbers some 2,500 species representing 50 countries."

Of greatest interest - relative to this magazine's history - page 7 contains the following note signed by the publisher, Herbert Vance:

"Wood is not only the oldest, today it is probably the most versatile raw material. Forest produce ranges from cascara to rayon dresses. The page on which these words are printed is a wood product.

"Full exploitation of wood as an industrial material has been retarded by lack of a medium for informing commercial users of wood's extraordinary versatility and its aptitude for meeting their production problems. This magazine, Wood, is published to fill that need.

"This is the only over-all wood magazine reaching from the forests to methods and products and uses of products derived from wood.

"We contend that it is a fallacy to refer to the forest industries (plural) rather than the industry (singular); that ours is one industry with myriad departments, founded on one basic, natural resource. It is the purpose of Wood to provide a meeting place for all those whose primary interests stem from the forests, to bring together all the practical applications of the fruit in the forests and treat them as the output of one interrelated industry.

"The mission of Wood is information."

A Challenge to the Name Wood

Less than two weeks after the premiere issue is released, Vance Publishing receives correspondence from Edmund Jacobson, the American agent for a London, England publication also called Wood. Jacobson claims that the English publication had circulated in the United States prior to WWII, had trade registered the title first and was now planning to renew the sale of advertisements to North American companies. He advises Vance Publishing to consider changing Wood to another name.

On one hand, Herbert Vance has reason to doubt the validity of the claim because Vance Publishing's patent attorneys, Jacobi and Jacobi, failed to find any information on the English Wood during an earlier copyright search. But in the event the claim is justified, Herbert Vance draws up a Plan B, and in mid-October 1946 directs Jacobi and Jacobi to search the trade-marks "Wood World" and "Wood Horizon" as potential alternative titles.

Over the next few months, letters shoot back and forth between Herbert Vance and George Rollason, principal of the English Wood publication. By mid-March 1947, the two magazines avoid potential litigation by mutually agreeing to swap articles for reprint in each other's magazine, while also allowing each Wood publication to "freely" sell advertisements and subscriptions anywhere in the world.

Making a Mark

Having diplomatically dodged a legal bullet, Vance Publishing continues to publish its magazine as Wood while striving to establish the fledgling publication in the marketplace. One action that heightens Wood's visibility is Herbert Vance's decision to forge ties with the Forest Products Research Society (now known as the Forest Products Society). Beginning in 1947, Wood joins with the FPRS to organize an award program designed to "encourage students in the direction of making fundamental or practical contributions to the field of forest products, and to emphasize to American Industry the need for supporting and strengthening student curricula in forest products research, development, production, utilization and marketing." The winner of the Wood Award receives $350 and an opportunity to read his paper at the annual FPRS meeting, which is being held for the second time in 1947 when the first Wood Award is presented. (The Wood Award program was discontinued in the 1970s.)

Wood further expands its relationship with the society by publishing a monthly FPRS bulletin in its pages. The magazine also runs condensed versions of research papers written by FPRS members.

Wood's close association with the 1,300-member FPRS helps it become more visible in the industry, presents it with a wide range of topics to publish and most importantly, adds to its credibility at a crucial point of its existence. By the time 1950 rolls around, Wood is on a roll of its own. It is the rising star of publications serving the wood products field.

Yet, Herbert Vance remains unsettled with the magazine's name. In a letter dated March 31, 1950, Vance instructs Jacobi and Jacobi to conduct a title search for a name change that he is contemplating: "Wood Industry" or "Wood Industries."

Ten days later Jacobi and Jacobi respond: "We think the trade mark 'Wood Industry' or 'Wood Industries' is a very good title and if it is available, it would make an improvement, in our opinion, on the title originally adopted."

Wood Products' Tale

During the time Herbert Vance is preparing to launch Wood, his downtown Chicago rival M.B. Pendleton, owner, editor and manager of Wood Products, "The National Magazine of the Wood Products Industry," is observing his publication's 50th anniversary.

Born Maurice Beach Pendleton in 1902, Pendleton prefers to use his first and middle name initials for professional purposes, while friends and colleagues know him as "Pen."

Unlike Herbert Vance, whose background was banking, Pendleton began a long career in advertising and journalism as a reporter for the school newspaper at Rochester University. After graduating in 1925, he took a job selling advertising space for a furniture magazine.

By 1929, he moved to Chicago and took a position with the Lumber Buyers Publishing Co. as general manager of The Hardwood Buyers Guide and Wood Workers' Journal. (See page 36.) Wood Workers' Journal changed its name to Wood Products effective January 1931. In late 1931 or early 1932, with the nation suffering its worst depression ever, Pendleton purchased the Lumber Buyers Publishing Co. and the two magazines he managed. In his first year at the helm, he shuts down The Hardwood Buyers Guide as a stand-alone publication, and rolled it into the more successful Wood Products as a monthly department. He also acquired a competitor, Wood Working Industries, in 1932. (See page 37.)

During the Great Depression, Wood Products editorialized the need for wood products companies to invest in new equipment and automate so that the industry could remain competitive against metal working by becoming more productive and less wasteful. The magazine pointed to the recent dominance of metal office filing cabinets as an example of a market the wood industry let slip through its hands. Wood Products also championed wood as the material best suited for a number of expanding markets, including some that do not pan out, such as automobile bodies and frames.

In 1935 Pendleton exercised some sleight of hand and added 27 years of history to Wood Products practically over night. The cover of the January 1935 issue records it as being "Vol 13. - No. 1," which coincides with the establishment of Wood Workers' Journal in 1923. The cover of the February 1935 issue, however, is numbered "Vol 40. - No. 2." Inexplicably, Wood Products suddenly assumed the numbering system of a publication called The Stock List. Other than the line "Founded as The Stock List" that was printed on the covers of Wood Products during the mid 1930s (see page 25), little else is known about Tbe Stock List.

No reason for the sudden change in volume numbering is cited in the magazine and it probably goes unnoticed by most readers. Still, the 27-number leap in volumes would later factor into Wood & Wood Products' history.

In 1950, in addition to publishing and editing three publications including Wood Products, Pendleton is in his second term as president of the Mt. Prospect, Illinois, Village Board of Trustees, which like many suburbs of America is experiencing rapid post-war development. Because he takes his civic responsibilities seriously, it serves as a distraction from his business duties. This is one factor that leads him to consider selling his publishing business. A second factor is that his eldest son, David, expresses disinterest in publishing. What plays an even bigger role, however, is an opportunity that arises after the death of George Ehemann, longtime assistant secretary of the National Hardwood Lumber Association, then based in Chicago, now based in Nashville. Ehemann dies of a heart attack on August 8, 1950; in 1952, Pendleton becomes head of the NHLA. (He would retire as secretary manager in 1971, and die 20 years later at age 89.)

Before accepting the NHLA post, Pendleton sells the Lumber Buyers Publishing Co. to Vance Publishing in the summer of 1951.

The Merger of Wood and Wood Products

Wood is nearing its fifth anniversary when the July 1951 issue announces Vance Publishing's acquisition of Wood Products and two other Lumber Buyers Publishing Co. titles: Venetian Blinds and Barrel & Boxes & Packages.

Having consummated the buyout of one of the industry's most venerable publications, Herbert Vance need look no further for the ingredients of a new name. Effective with the July 1951 issue the magazine becomes Wood Combined with Wood Products. Beginning with the April 1952 issue, the magazine simply becomes Wood & Wood Products. Also effective with the April 1952 issue, W&WP adopts Wood Products' numbering system. Suddenly 6-year-old Wood is 56-year-old Wood & Wood Products. (Forty-four years later, it will be time for W&WP to celebrate its centennial.)

In addition to a new name and claims to a longer, richer heritage, W&WP receives a transfusion of new readers and advertisers from Wood Products. The magazine also continues to run several of Wood Products' most popular monthly features, most notably "Wood Salutes," which recognizes individuals "for (their) contributions to the advancement of the wood industry" and ultimately honors 300-plus people during its more than 25-year run.

As for the fates of the other two publications acquired in the Wood Products deal:

* Venetian Blinds is sold for $250 to a Texas concern after it is determined that an investment of $50,000 would be required to make it viable.

* Barrel & Boxes & Packages briefly appears as a department within Wood & Wood Products magazine before being discontinued in 1953.

Past, Present and Future

Herbert Vance remains publisher of Wood & Wood Products through 1960, at which time he hands over the reins to Jack Koellisch, who joined W&WP as editor in 1953. He turns his attention to corporate-wide matters including devoting more time to adding new publications to Vance Publishing's lineup through acquisition and start up.

Before his death in 1990, Vance sees his publishing company grow from one magazine in 1937 to 27 publications serving a wide variety of industries ranging from hair salons and jewelry to agriculture and livestock. Now, under the stewardship of his son, William C. Vance, Vance Publishing continues to prosper as one of the leading family-owned trade publishing houses in the nation.

Wood & Wood Products has helped fuel Vance Publishing's growth. In 1991, the magazine successfully spun off Custom Woodworking Business magazine and a related annual trade show and educational conference.

In addition, W&WP has expanded its reach of the Western Hemisphere through partnerships with MuebIEquipo and Vetas magazines, the leading wood publications in Mexico and South America, respectively.

More recently, W&WP became the first North American industrial woodworking publication to put articles on the Internet through its association with Wood Web.

As W&WP prepares for the 21st century, it continues to strive to present readers with the most accurate and timely information possible about machinery, supply and raw material developments; production strategies; government regulations; the economic vitality of the industry; and design trends. And while the magazine has gone through a lot of changes, one thing remains as true today at it was 50 years ago when Herbert Vance launched Wood:

The mission of Wood & Wood Products is information.

RELATED ARTICLE: They Never Found the Gold

David Pendleton, eldest son of former Wood Products owner M.B. Pendleton, related this story about the strange circumstances surrounding the death of one of his father's business associates in the early 1930s.

"Joe Hirt converted all of his cash into gold and put all of his gold coins into a hollowed-out car battery. Then he and his wife and the battery took off in his plane to start a new life in Florida. Unfortunately the plane crashed into a mountain in Kentucky. My father wound up going by train to Kentucky to reclaim the bodies. Years later he would say, 'And you know what? They never found the gold!"