The Plywood Story

(Continued from Page 65) program embarked on by the plywood industry in mid-1949. In a tri-pronged drive to maintain plywood preference in established markets and to create new ones, the industrlsales-building program includes specifier, farm, consumer and industrial advertising; publicity and direct mail ; and personal contact with key plywood specifiers through field representatives.

Plywood manufacturers, rvho have relied upon actite sales-promotion for the past 12 years to triple the demand for their product, rvill invest more in promotion in l95l than ever before. IUainll', the push will be at the customers of retail lumber dealers and the supplying of sales tools to the dealers.

F. \f. Dodge Predicts Moderate Building Decline

Nerv York. Nov. 2G-Building and engineering contracts rvill decline 19 per cent in l95l relative to 1950 in the 37 states east of the Rockies, it is estimated in the annual November outlook of F. \\r. Dodge Corporation construction nervs and marketing specialists, as published in Architectural Record.

The estimates are authored jointly by Thomas S. Holden, president of F. W. Dodge, and by Clyde Shute, assistant vice president in charge of the statistical and research division.

"This is a cut-back from the peak construction volume of all time," they state. "It leaves a dollar total measurablv greater than that of any year except 1950, and a physical volume total that would compare favorably with other prosperous construction years, draws to a close, to forecast military plyn'ood demands for the period ahead.

There is nothing immediately in prospect to indicate that military will take anything like the quantities consumed during World War II. One thing is certain, horvever: plywood, because of its properties and versatility, will play an important part in the increasing armament picture, with considerable being drained off from the civilian use market.

Typical of the expected upsurge in industrial use of plvwood is the nation's large railroad car building program now under way. Plywood, during the past 15 years. has earned the right to ride the rails as an important part of over 100,000 box cars and refrigerator cars. \\rith the carbuilding program at a record tempo, this calls for plyrvood lining and car siding.

Railroad cars are not a "dealer item," but the rugged performance of fir plyrvood here demonstrates anew the capabilities of the material for nonconstruction uses no rnatter whether the item itself is large or small, the volume big or little.

Another influencing factor on plyrvood demand and sales in 1951 is the hard hitting advertising and sales-promotion

"W'e question whether there will be much change in the. level of construction costs in 1951. Some materials rvill be tight; others which rvere tight in 1950 will be plentiful and competitively priced.

"Demand for building labor will ease somewhat rvith reduced construction volume, though doubttess many men u'ho have been employed in construction in 1950 will shift to defense production."

The F. W. Dodge estimate is that combined residential and nonresidential contract valuations in the 37 Dodge states in 1951 will decline 24 per cent relative to 1949, but that public and private rvorks and utilities, also knorvn as heavy engineering, rvill remain at the same dollar total, to bring the total of all construction dorvn 19 per cent. The estimate is that nonresidential building will decline l0 per cent, and residential 35 percent.

All estimates relative to 1950 are based on F. lV. Dodge nine-month totals of actual contract awards, plus F. \\'. Dodge estimates for the last three months projected from these actual nine-month totals.

"However," the article concludes, "it must be emphasized that the possibility of sudden, unexpected, drastic action by government greatly augments the customarv hazard of guessing future construction activity. More than ever it is necessary for those who make or follorv advance construction estimates to revierv and revise their figures irequently.'

"A Nice Air Trav eler"

Lumbermen who travel by air-as thousands do-will get a kick out of a letter that was sent out to its employees and personnel by Continental Air Lines. It was sent as a warning of how many air lines make enemies for air travel, dnd to tl-rose who have been "pushed around" in your experiences with some air lines, the letter rvill be happy reading. R. E. Saberson, of St. Paul, picked up the letter in l-ris territory, and ran it recently in The I\tississippi Valley Lumberman. Here it is:

"f'm a nice air traveler. You all know me. I'm the one rvho never complains, no matter what kind of service I get. I'll call up to make a reservation and I'll hang onto the phone while the reservationist fumbles around for schedule information or makes me wait rvhile handling other calls. If I don't get the return schedules or fare information, do I complain? No, I just rvait until I pick up my tickets.

"I'll go to the ticket counter, stand on one foot and then the other until the agent recognizes my presence. When I encounter carelessness or lack of interest at the counter, and the agent gives me a cold, stony stare, do I call the Manager and suggest that he fire the personnel and hire some new employees who will be quick with that genuine smile and friendly greeting? No, I just wait.

"When I find that the flight attendant ignores my comfort; does not respond when I push the call button; fails to point out points of interest, particularly when I requested to be advised when we were approaching a certain city that I associate with my youth; fails to pick up my tray aftcr a reesonable length of time, do I call the Captain or report the indifferent attendant? No, I just wait.

"f never kick, I never nag, f never criticize and I t'ouldn't dream of making a scene as I have witnessed other travelers doing. I think that's awful.

"No, I'm the 'nice' air traveler. And, I'll tell vou rvhat else I am. I'm the air traveler rvho never comes back !!! That's my revenge for getting pushed aroun$ too much. That's why I take rvhatever you hand out because I know I'm not going to ride vour airline again. It's far more deadly revenge than blowing my top would be.

"fn fact, a 'nice' air traveler like myself, multiplied by others of my kind, can just about ruin any transportation company. I laugh when I see you frantically spending your monev on expensive advertising to get me back u'hen you could have had me in the first place for a ferv kind rrords. a smile and a little service."

With Calilornicr Builders Supply Co.

F. E. "Tat" Nicholson is now associated u'ith the California Builders Supply Co., Oakland, and is in charge of their advertising and sales promotion rvork.

"Tat" has been out of the lumber business for some time but he was formerly connected with the sash and door business in Los Angeles. He says, "he is having a pleasant time renewing old acquaintances and getting his feet rvet in the business." His many lumbermen friends are glad to see him back in the fold again and wish him success in his new position.

Our Philippine and Japanese mills join us in wishing our friends in the lumber business