wooDsrDE LUIUIBER COrulPANY

aging director, has ordered a concentration of energy in the new second-homes prog'ram, the promotion of engineered plywood components, and emphasis on the farm market, an area he feels has been almost unexploited by the plywood industry.

These efforts will include an increase in expenditures for advertising and merchandising aids and a more than 30o,/o expansion of the association's field promotion staff.

In 1959 the industry produced 7.7 billion square feet of plywood, figured on a s/s-inch basis. This is more than 22/o above 1958's record 6.3 billion feet. Difford predicts minimum sales of 8.3 billion feet in 1960.

The association has grown, too, adding 19 member mills in 1959, and now incudes 129 of the 145 producing mills in the Fir belt.

Difford's confidence in the potential second-home market has been borne out by the response to national advertising, which has offered a brochure on leisure homes for 10 cents. About 300,000 inquiries, literature and plan requests, have been tabulated. Plans sell for 25 cents.

Extensive groundwork is underway now to provide data on financing and merchandising for this growing new construction market.

A set of 12 new plans, all in the $1500 class and capable of being quickly erected by amateurs, will be offered in 1960. Another series ol 72, ranging from $1000 to $4500 for n.raterials, already is available.