SFPA marketing program blasts off

A"XlH.ffl Tfr iiii'f g#1"'#l annual increase in consumption of southern pine lumber was approved at the 70th annual meeting of the Southern Forest Products Association, Oct. l7 - 19 in Orlando, Fl.

The select marketing panel chaired by Dwain Cless designed the program to solve market problems including sluggish home building and growing incursions of Canadian lumber into southern markets. Goals seek to increase southern pine's share of nonresidential, export, repair and remodeling markets as well as the housing market.

Intensive promotion of permanent wood foundation systems including Plenwood and wood slab on grade is directed toward 280 million b.f. increased consumption of southern pine lumber per year. Promotion will be tied in with the trend toward industrialized housing (modular, mobile and panelized) which now represents 49t/o of all single family and low rise apartment construction.

In the nonresidential construction market area, the emphasis will be on engineered structural systems and components such as floor and roof trusses, panelized roof systems, lam-

Story at a Glance

1.4 bllllon b.l. annual Increage largeted. .lnnovatlve new SYP markels sought...problem ot Canadlan lumber...Jack Stev. ens elected chalrman.

inated lumber, bridge timbers and decking. The market target here is a 445 million b.f. annual increase.

SFPA will vigorously promote the use of southern pine for patio decks, fences, gazebos and other outdoor additions which require pressure treated lumber. The market goal in the repair and remodeling area is an annual increase of 490 million b.f.

The export phase of the program already has in place representation in the United Kingdom. A market manager will be added in the Caribbean Basin. The result sought is a 95 million b.f. increase.

SFPA regional market managers will conduct seminars and demonstrations, many under the auspices of the

Timber Producfs

Inspecfion, lnc.

NATIONAL AND INTERNATIONAL TNSPECTION AND QUALITY CONTROL SER. VICES FOR ALL WOOD PRODUCTS, AND AII SPECIES, INCLUDING GRADEMARKING OF LUMBER UNDER THE ALSC PROGRAM, QUALITY MARKING OF TREATED LUMBER UNDER THE AWPB PROGRAM, AND QUAUTY CONTROL/. QUALITY MARKING PROGRAMS FOR FIRE RETARDANT TREATED WooD,TRUSSES, AIID BUILDING LOGS. SERVTCES TNCLUDE TRAIN|NG, QUAL!. TY MONITORING. CERTIFICATION. SAMPLING. REINSPECTION. SPECIFIC,/{IION WRTTING AND/OR CLARIFICATION AND CONSULTATION ON LUMBER (TREIIIED/UNTnEATED), TRUSSES, PLYWOOD, POLES, CROSS T!ES. FINGERJOINT, LAMINATED STOCK, AND BUTLDING LOGS.

Wood Roducts Promotion Council.

Jack Stevens, Kirby Forcst Industries, lnc., Houston, Tx., was elcctcd chairman. He succceds James Biblcr, Ashdown, Ar., who becomes immediate past chairman. Dwight Harrigan, Harrigan Lumber Co., Monroeville, Al., is the newly electcd vice chairman and J.C. Jcssup Jr., Weycrhaeuser Co., New Bern, N.C., is treasurer.

Drectors-atlarge include Harold Airington, Georgia-Pacific Corp., Atlanta; Wayne Edwards, Crown Zellerbach, Bogalusa, La.; Jack McWhirter, Tennessee River Pulp & Paper Company, Counce, Tn.; B. H. Monzingo, Deltic Farm & Timber Co., El Dorado, Ar.; Don Taylor, Champion International Corp., Stamford, Ct.; and R. V. Warner, Potlatch Corp., Warren, Ar. Clayton Barns, Willamette Industries, Inc., is the affiliate-treaters representative and Elton F. Jones, Structural Wood Systems, Greenville, Al., is the affiliateJaminators representative.

The I I district directors are J. Greeley McGowin, Il, Union Camp Corp., Savannah, Ga.; Eugene Parker, Westvaco Lumber, Summerville, S.C.; John C. Nichols, AT&N Lumber Service, York, Al.; J. T. McShan, McShan Lumber Co., McShan, Al.; Rod Black, Leaf River Forest Products, New Augusta, Ms.; John Shealy, Willamette Industries, Ruston, La.; John E. Anthony, Bearden Lumber Co., Bearden, Ar.; J. C. Dellinger, Pinecrest Lumber Co., Morrillton, Ar.; Elliott Dean, Dean Lumber Co., Gilmer, Tx., and Ronald Paul, Louisiana-Pacific Corp., Conroe, Tx.

Housing Outlook Called Positive

With interest rates starting to turn around, the outlook for the 1985 construction market is more positive now than it was only a few months ago, according to George A. Christie, chief economist, McGraw-Hill Information Systems Co. He predicted that construction contracting in 1985 will equal 1984's anticipated record of $2ll billion. "As interest rates retreat during 1985," he said, "the next several quarters are likely to be a replay of 1984-but in reverse, with housing picking up strength in the second half of the year." The assessment was presented at the Building Products Executives Conference.

In presenting his annual forecast, to 600 industry leaders, Christie pointed out that during the past two and a half years construction contracting value has increased by more than 5090. "The record total of new construction started in 1984 implies a very busy 1985, when most of the work contracted this year will be brought to completion. The surprising strength of the economy's recovery from its deep recession is still supporting vigorous expansion of commercial and industrial construction."

The present building cycle is now at its midpoint and is showing "the symptoms of midlife crisis," he believes. "Although still expanding, the building market has lost much of its earlier drive, and during 1984 its primary source of support shifted from housing to nonresidential building," said the economist.

"Now that the economy has settled back to a more desirable growth rate, monetary policy must be modified in order to keep it there as long as possible. Sustaining a 4Vo rate of GNP growth requires relaxation of 1984's tightening and that adjustment appears to be in the making. The consequence: lower interest rates and a revival of the building market next year," Christie said.

He foresees next year's first quarter at an annual rate of 1,585,000 housing units, a last quarter moving up to 1,650,000 units, and the year's total at 1,600,000 units vs. 1,770,000 for 1984. "The recent dramatic shift toward mutli-family building because of the affordability of this type of housing," he said, "will recede in 1985 to 650,000 units from this year's extraordinary 760,000 unit volume. The mix of one-family homes and multi-family units, a 60:40 ratio, will probably be the prevailing pattern for the next several years." He expects residential construction in 1985 to total $98.5 billion, a 4 9o decline from this year's 5102.2 billion.

htblicotions lor the Industry since lt2l

Crow's Buyer's Guides

Thousonds of Producers, Wholesolers, qnd Distributors in one ottrqctive volume:

Lumber Guide, $79.50

Plyvrood/Pcnel Guide, 069. 50

II youre poying more, you're poying too much.

Crow's Mcrketing Services

Crow's Weekly: Morket onolyses cmd price reports for the modem wood products compony, Irom monogement to production

Free Referrcl Senrices: Notionol exposure for your personnel needs qnd product promotion. Free io subscribere.

Sead lor o tee saple.