b"1961WASANUNHAPPY YEAR FOR ALUMINUM PRODUCERS T HE ALUMINUM INDUSTRY, in theto purchase the Tilo Roofing Company ofa direct mail campaign addressed to its cusyearthathaspassed,muchtOitsStratford,Conn., withtheunderstandableromer's siding prospects. chagrinandembarrassment,founditselfmotiveof absorbingthesalestalentsofAt year's end Louis Hirsch, president of in a defensive role battling not only withTilo's aggressive salesmenin fifty branchthe AluminumSidingAssociation, blasted competitorsbutwiththeU.S.Govern offices.Alcoa,Kaiser,Reynoldsandotherpriment and its own components.ThesemovesbyAlcoaandReynoldsmaryproducersofaluminumfortheir Thiswasadecidedchangeforan in wereviewed unhappily by aluminum sid attempttolimittheimportationtothe dustrywithaglamorousproduct andaning manufacturerswhobought their rawU. S. of aluminum from Canada, Western amazingpublic acceptance of theproductmaterialinaluminum coilsfrom thetwoEurope and ocher free world countries. in its many forms.concerns and also from Kaiser AluminumTheproposaldenounced by Hirsch, an Early lastyeartheFederal Trade Com Company.executive of the Crown Aluminum Co. of mission bore down on the aluminum sid ManufacturersofcompetitivesidingsPittsburgh, calledforafiveyear plan of ingindustrycriticizingsomewhatun over the years had apparently decided chatgovernment negotiated quotas. It was anfairly,salespracticesthatcertainlywerebyignoringit,theirritatingneighbornouncedjointlybytheAluminum Assonotconfinedtoaluminumsiding,afactwould go away. Towards the end of 1961,ciation( anassociationofproducersof the aluminum sidingassociation promptlythe RuberoidCompanydecidedthetimeprimaryaluminum)theAmericanDie pointed out.had come to fight, and entered the lists withCasting Institute, the Aluminum Smelters Much to the consternation of other aluminum primary producers theAluminum CompanyofAmericasoldfiveleading manufacturers of competitive siding prod ROOFING ANDSIDING SURVEY ucts on adding Alcoa siding to their siding line.1929194019501960 Whilethis wasa decisionof top man MaterialAreaAreaAreaArea agement,itproducedmixedfeelingsAsphalt roofing. 39,000,000 sqs.32,000,000 sqs.59,100,000 sqs.60,000,000 sqs. Asphalt siding.None1,600,0002,000,0002,000,000 amongthelowerechelons,inparticularInsulating siding.None150,0002,700,0001,100,000 those engaged inthe saleof asphalt insu Built-up roofing.6,800,00015,000,00022,000,00032,000,000 lating siding. Once the mostpopular sid Concrete tile220,000140,00011,0009,000 Asbestos roofing371,000550,000500,000460,000 igninAmerica,thissiding,chieflyAsbestos sidingNone100,0004,800,0004,500,000 throughthecompetitionofaluminumWood shingles 60,000,00055,000,00060,000,00015,000,000 sidinghad seenits volume shrinkfrom aAluminum roofingNone100,000200,000300,000 record top of almost fivemillion squaresAluminum sidingNone100,0001,500,0003,500,000 Slate462,000323,000300,000225,000 to two million.Tile, clay.390,000212,000209,000200,000 ForAlcoa,theagreementmeantthatMetal exc. alum.3,000,0005,000,0006,000,0006,000,000 overnightthesates'organizationsoftheHardboard siding. _NoneNoneNone500,000 fivemanufacturersandtheirsidingcon Masonry sidingNoneNone100,0001,500,000 Fiberglas siding. .NoneNoneNone100,000 tractorcustomerswouldbeharnessedtoRoof coatings . 34,000,000 gal.39,000,000 gal.61,000,000 gal.70,000,000 gal. an aluminum siding campaignsupportedFigures on roof coatings are forasphalt base coatings.U. S.Dept.of Commerce reported by consumer andtrade publication adver 180,000,000 gallons of all types of coatings produced in 1939. tisingof all concerned.Notein thevolumereportsfor theyearslistedtheamazingincrease in thefigures for Reynolds Metalscountered byan offeraluminum siding, and arelatively smaller increase for coverings with aluminum shingles. 30JANUARY,1962"