Celebrating 100 years - 91

Clay could have confined himself to
plastering, but the industry was shifting.
Drywall was winning the battle against
plaster. Veneers were replacing two- and
three-coat systems. Suspended grid with
lay-in acoustical tile was taking over the
ceiling plane. Metal stud manufacturers
were popping up everywhere; their products
worked well with drywall. Load-bearing
cold-formed steel framing would soon appear in mid-rise construction. Structural
engineers saw it coming. In 1966, some
began calculating column-framing loads for
20 gauge cold-formed steel. The cavity shaft
wall, made of gypsum board and lightweight
metal studs, would come in 1968-a year
before men walked on the moon.
Clay needed to report on these new
technologies and the projects featuring
them. He needed to run ads from these
manufacturers. And he needed a long-term
contract to focus.
Frankly, CPLIA's executive committee
needed to think beyond a single line of
trade. But, they were lathers and plasterers. Their National Bureau and regional
bureaus promoted lathing and plastering.
The National Bureau was built for plaster
self-preservation.
The ornate plastered walls and ceilings
of the Drake Hotel made it hard for the
executive committee to see anything but
pride in their craft, but someone presented
a conciliatory idea: "All right, let's negotiate

a new contract with Mr. Clay by extending
his 1950 agreement on a year-to-year basis."
The executives agreed. If Clay ran ads from
"other lines of endeavor," the committee
could find a new publisher.
But Clay was right all along. Industry
contractors were diversifying.

Diversification. By 1964, "the diversification controversy was running through the
organization like a Western brush fire,"
Construction Dimensions says. Plastering
contractors, interested in profits more than
defending products, "were moving into the
new line[s]," the magazine says. These included drywall, metal framing, fireproofing,

A Force for
Long-Term
Planning

The Watergate Complex
In 1962, the Hampshire Companies of Baltimore worked on
the Watergate complex, a $66 million project. The exterior
featured concrete block covered with plaster and an epoxybased constructive bonding agent called Ceram-Traz.

In 1963, William
A . Duguid of
Chicago pushed
CPLIA to develop
a five-year plan .
His efforts and
those of others
led to the hiring
of a consultant
to study CPLIA's
bylaws and programs . Eventually, long-range
planning was
formalized when
CPLIA created
the Continuing
Study Council
(AWCI's Continuing Study
Committee
today), which
Duguid chaired .

91



Table of Contents for the Digital Edition of Celebrating 100 years

AWCI's 100th Anniversary Video
i. Table of Contents
ii. Forward
iii. Acknowledgements
Chapter 1. 1918-1919 : The Master Minds
Chapter 2. The 1920s: Choosing Sides
Chapter 3. The 1930s: Unity Prevails
Chapter4. The 1940s: Dormancy and Revival
Chapter 5. The 1950s: Plaster vs. Drywall
Chapter 6. The 1960s: Other Lines of Endeavor
Chapter 7. The 1970s: Consolidation
Chapter 8. The 1980s: The Growth Years
Chapter 9. The 1990s: Money
Chapter 10. The 2000s: Exceptional Times
Chapter 11. The 2010s: We the Industry
Chapter 12. The Future
Chapter 13. The Sponsors
Appendix 1. AWCI’s Presidents
Appendix 2. AWCI Awards (the E.F. Venzie Award and the Pinnacle Award)
Appendix 3. Lifetime Members
Appendix 4. Longtime AWCI Members
Appendix 5. AWCI Board of Directors
Appendix 6. The Organization Behind the Leadership
Celebrating 100 years - AWCI's 100th Anniversary Video
Celebrating 100 years - Cover1
Celebrating 100 years - Cover2
Celebrating 100 years - 1
Celebrating 100 years - 2
Celebrating 100 years - 3
Celebrating 100 years - 4
Celebrating 100 years - 5
Celebrating 100 years - 6
Celebrating 100 years - i. Table of Contents
Celebrating 100 years - ii. Forward
Celebrating 100 years - 9
Celebrating 100 years - 10
Celebrating 100 years - iii. Acknowledgements
Celebrating 100 years - 12
Celebrating 100 years - Chapter 1. 1918-1919 : The Master Minds
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Celebrating 100 years - Chapter 2. The 1920s: Choosing Sides
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Celebrating 100 years - Chapter 3. The 1930s: Unity Prevails
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Celebrating 100 years - Chapter4. The 1940s: Dormancy and Revival
Celebrating 100 years - 56
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Celebrating 100 years - Chapter 5. The 1950s: Plaster vs. Drywall
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Celebrating 100 years - Chapter 6. The 1960s: Other Lines of Endeavor
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Celebrating 100 years - Chapter 7. The 1970s: Consolidation
Celebrating 100 years - 104
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Celebrating 100 years - Chapter 8. The 1980s: The Growth Years
Celebrating 100 years - 122
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Celebrating 100 years - Chapter 9. The 1990s: Money
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Celebrating 100 years - Chapter 10. The 2000s: Exceptional Times
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Celebrating 100 years - Chapter 11. The 2010s: We the Industry
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Celebrating 100 years - Chapter 12. The Future
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Celebrating 100 years - Chapter 13. The Sponsors
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Celebrating 100 years - Appendix 1. AWCI’s Presidents
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Celebrating 100 years - Appendix 2. AWCI Awards (the E.F. Venzie Award and the Pinnacle Award)
Celebrating 100 years - 246
Celebrating 100 years - 247
Celebrating 100 years - Appendix 3. Lifetime Members
Celebrating 100 years - 249
Celebrating 100 years - Appendix 4. Longtime AWCI Members
Celebrating 100 years - 251
Celebrating 100 years - Appendix 5. AWCI Board of Directors
Celebrating 100 years - 253
Celebrating 100 years - Appendix 6. The Organization Behind the Leadership
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Celebrating 100 years - Cover3
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