deailers amd ilook fion performance ..'llR A business to look up td

ff OME improvement and refurbishing may be the I I only American market area that shows any appreciable growth in real terms during 1975, Dr. Albert G. Matamoros, v.p. and chief economist of the Armstrong Cork Co., told a San Francisco meeting of Armstrong's Residential Ceiling Systems div., held recently for Armstrong dealers and wholesalers from 11 Western and three Mid-western states.

Supporting the home fix-up market are several factors, he said, noting "the increasingly important role ofyoung householdsthat is, households headed by persons in their 20s and early 30sis becoming increasingly apparent. With no adult recollection of a severe recession, not to mention a major depression, apparently they are maintaining their purchases with little regard to the rising price level. In addition, many of these young families, childless and with two wage or salary earners, are devoting a growing share of their purchasing power to the home. Conversely, a smaller share of their spending is directed toward automobiles and expensive domestic and foreign vacations."

The nearly 500 attending were feted with two cocktail parties, a banquet and a day's presentation of Armstrong's new lines, marketing and merchandising plans in the form of a broadway play based on the company's mythical lumber dealer, Charlie Snyder, the Dealer with a Heart.

Interspersed with brief talks by company officials, the professionally done play stressed the points that consumers want a wide range of exclusive, recognizable designs with which to decorate their homes. Done with an engaging, light touch that even included a good bit of kidding of the company, their message of the need to change and adapt to new market conditions was effectively presented.

TOP BRASS (1) Jim Binns, pres. of Armstrong ceilings div., chats with Mr. and Mrs. Lee Richardson, Richardson Lumber, Denver. (2) Armstrong veep Fred Schweizer, Gus Lotti, Armstrong ad man Jack Hughlett, Rick Brown. (3) Lyle Shafer, Arizona Assn's. Frank Davis. (4) Scott Graham, Wes Sine, Tom Graham. (5) Bob Riggs, Gary Long, Ed Hall. (6) Norm Griesbach, Bill Smith, LMA's Hany Mendenhall. (7) Mr. and Mrs. Morrie Tarte, Gladys and WBMA's Ross Kincaid. (8) Jack Shearing, Jim and Bobbi Brose, Ken Thim, Dick Banks. (9) Dennis Ballam, Bob Stutz, Waldo Tinsley. (10) Etmer Rau, Gordon Knott. (11) Jim Barr, Roger Lighthart, Terry Grew. (i2)

William Gillespie, Herb Grossman, Gus Lotti. (13) George Wilson, Shorty Eblen, Dean Beall. (14) John Kampf. (15) Bart Palmer, Paul Hershey. (16) Ted Ziemlak, Mark Balfour. (17) Don Suttle, Lud Turenne. (18) Bob Oswald, Wayne Ferguson. (19) Leonard Larson, Bill Morton. (20) William Goebel, Dick Rippey, Lany Monckton. (21) John Paust, Craig Esary. (22) Ron Waller, Bud Whipps, Dennis Smith, Pete McDonald. (23) Jack Hooson, Wally Olson. (24) Frank Ryther, Cal Hutchinson. (25) Ron Waller, John Powers, Bud Cook. (26) Bob Mullen, Dale Grabe, Lany Gregory.