Diversification Key to Shingle Marketing

By VlRGlt G. PETERSON Secretory-monoger Red Cedor Shingle ond Hondsplit Shoke Bureou

THE longtime association of red r cedar shingles and handsplit shakes with residential roofing is steadily changing into an increased diversification of end-uses.

This facq, vigorously prodded along by promotion by the Red Cedar Shingle & Handsplit Shake Bureau over the past decade, is receiving major acceptance in industry market planning, and l97l will see increased emphasis on commercial, interior, mobile and module applications.

This does not mean a lessening of interest in the traditional single family residential rrarket, which continues as the industry's o'breadbasket."

W'e simply are mindful of two facts. l-irst, the character of the residential market is changing; people are turning more and more to garden apartments, mobile homes, and town houses. Second, there is a strong trend to the use of shingles and shakes on walls and interiors, not to mention the mansard roof.

The commercial market, developed at an accelerated pace due principally to the mansard, is demanding an increasing amount of the industry's pro. duction capacity. This particular market was pursued strongly during the most recent downturn of residential starts and has proved to be lucrative in terms of the large per-unit consumption of product.

TVe can no longer be classified as a one market product. Multi-family and commercial construction have to be considered as potentially equivalent markets, and this is going to be increasingly reflected in our trade promotion and advertising.

High on the selective priority list for attention in l97l is the rapidly growing market for mobile homes. As volume production of the mobile units has generated a widespread conoern over their aesthetics, shingles and shakes have become popular as a wall and mansard roof material.

Sfory qI d Glqnce

Increased emphasis on commercial, interior, mobile and modular applications . . . single family homes still shingle's biggest market, though . . diversified marketing should stabilize industry's year to year position.

Still another market receiving attention is conventional low cost housing where appearance and cost combine again to attract specifiers and contracting governrnental agencies. We have a distinct advantage in being able to offer both design appeal and practicality to the builder, architect or agency working under low perunit cost requirements. As demands for this kind of housing inclease, we anticipate our market here to grow substantially.

With this accelerated diversification, the red cedar shingle and handsplit shake industry anticipates a higher degree of stability'than at any period in its his ory. Although we have never been totally dependent on swings in the housing market, this added inventory of market opportunities is expected to materially stabilize our year-to-year position.