Plywood Executives Predict Profitable 1966,Doublin9 of Plywood Sales by '76

A SUCCESSFUL and profitable 1966 fl" and a doubling of plywood sales in the next decade were the predictions of the American Ply*o"d Association's two top officials in a double-header speech before southern California plywood men last month.

C. L. 'oChuck" Morey of St. Regis, Inc., president of APA, joined James R. Turnbull, association executive vice president, as speakers at thb spring dinner meeting of the Southern California Plywood Asso' ciation in [,os Angeles' Almost 100 whole,rclers, dealers and mill representatives ,were on hand for the confab.

Morey pointed out that Los Angeles is an "if" market for the housing industry.

He said that if Los Angeles markets are strong, the country's housing level is strong. But if Los Angeles markets are not strong, he said, the national level isn't either. The Los Angeles area's annual outlay for private construction is almost a billion dollars, a figure higher than in 44 of the 50 states.

The predicted l0 percent decline in residential housing starts in the Los AngelesLone Beach area from 1965 levels is not as iad as it seems, Morey indicated. Figures released by the National Association of Home Builders, he said, indicate a 9 percent gain in single family unit starts.

The American Plywood Association's 6-point promotional program for 1966 was

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outlined by Morey. He listed residential plywood siding, cargo shipping containers, plywood crates' commercial roof decks, military and government use and expansion of sheathing applications in light commer' cial construction.

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Since southern California represents the biggest single market for plywood in the country, "A good part of our planning for 1966 was done in light of the market sit' uation you face herer" MoreY said.

He concluded with the hope that "if our programs are successful, and we think they will be, both the plywood industry and this great market you represent will have a successful and profitable 1966."

Turnbutl Forecasts

Association executive vice president Turn' bull forecast a total plywood production oL 24-26 billion sq. ft. by 1976, a doubling of this year's probable total of 13 billion sq. ft.

He told the group that the association ir anticipating more t\an a 50 percent in' crease in the construction market for ply' wood and a 100 percent increase in over' the-counter retail sales and in the industrial market within the next decade.

The executive also spoke of the vast new markets for plywood opening up through large-scale urban rehabilitation projects, which he said oorepresent a major chal' lenge and a major opportunity' To rneet it," he added, o'we are going to have to come up with new products and new tech' niques."

Turnbull also touched on the subject of quality, referring to recent concern of the Los Angeles City Building Department over some low-quality plywood being shipped into the area. He pointed out that there has been no call for reinspection of ply' wood in the city since last July. "We have come out of a crisis in Los Angeles with a stronger quality story than ever before and are pleased to report a corres' ponding decline in complaints nationally'"

The uplifting of quality standards has been costly to the American Plywood Association. "We are still operating without those mills that quit because they wouldn't ----or couldn't-conform to our tougher policies." He said this membership loss totals $600 thousand a year in lost dues to the association.

Turnbull concluded by seconding President Morey's forecast of a profitable year in 1966. 'oThe last half o{ '66 could be a real 'wing-dinger'," he enthused.

Concluding the meeting, the plywood group welcomed their new president, Irwin Goldenberg of Goldenberg Plywood, [,os Angeles. He succeeds Don Braleyn who died suddenly several months ago.

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