MOUNilAIN $TAIE$

By KENT MOXEY executive secretary

I special housing conference was .f \recently held in Kansas City. Participating were 15 associations representing building material manufacturers, distributors, wholesalers, and our national retail lumber and building material dealers association. The objective was to examine collective courses of action to stimulate short and lons range housing market. A very brief summary of some conculsions reached:

Direct message to consumer for more positive attitude toward acquisition of a new home. A recent survey shows a diminishing interest in home ownership, mainly because of high prices. Those seeking to stimulate the housing market must assure buyers that the values obtained through home ownership still exist.

The Merchanl tlagazine users and specifiers of lumber. It has been able to do so as a result of the financial willingness of the members to support such a program and because the manufacturing associations have been so willing to co-operate with LASC in furnishing the necessary literature either at cost or, in some instances, free.

The lumber industry is tremendously fragmented as all who are involved in it know. But a promotional effort as put forth by LASC, and supported by the producing area associations gives the industry a united front that equals any of the major competitive materials. But all these efforts go for naught unless the sales people follow up and sell the lumber products as specified.

If the associatiod can promote and the salesmen sell. we then have a viable industry. But we don't sell, we create in our prospect a desire to buy. And we can do this through a co-operative effort.

Use your association. Call on us for help, just as we call on another association for help.

Let's get away from mediocrity. Let's really make this an industry that each of us can take pride in and realize a profitable existence from. Let each of us do our thing and we'll make. it.

. Cooperative effort to develop and promote legislation to reduce yo-yo situation in housing.

No miracles appear to be forthcoming as a result of this conference, but it is a start in inter-industry cooperation that will be continued and hooefully lead to positive accomplishments.

Our national association is deeply involved in developing energy saving designs. One method being developed requires the use of 2x6 studs to get the "R" value in exterior walls.

Owens{orning Fiberglas is working on this and was at an information meeting sponsored by the Homebuilders Association of Denver that was held recently.

By ROSS KINCAID executive drrector

n PINION Research Corp. recentVfly polled a national sample of 1,209 adults asking for their best estimate of the after-tax profit on each dollar of sales for several kinds of business. They found that the public's estimate of the average manufacturer's after-tax profit is 33Vo, more than six times the actual amount. Its estimate for auto companies' profit is 397o, more than 20 times the actual amount, and for oil companies, 6l%, more than eight times the actual amount.

The public not only misses the mark on profit estimates, says Opinion