Anticipating the need for an economical logging newspaper in the South, Hatton-Brown launched "Loggin' Times" (later titled "Southern Loggin' Times") in 1972. In late 1974, sensing a change in the nature of the traditional pulpwood market, management decided to phase in a new name for "Pulpwood Production & Saw Mill Logging". The latter part of the title was dropped and replaced with the words, "Timber Harvesting". The journal carried a double title until it went national in 1977 and became more fittingly known as "Timber Harvesting".