The year was 1938, the average home price in the United States was $5,000, a new car cost $750, a loaf of bread was 9 cents and gas was 15 cents a gallon. The average annual salary for the American worker was $1,750 and the Federal Fair Labor Act was just adopted. Congress set minimum wage at 20 cents an hour, defined a work week as 40 hours and child labor was outlawed. The events of 1938 were notable as the underdog race horse named Seabiscuit beat War Admiral; Orson Welles’ infamous “War of the Worlds” radio broadcast brought a nation the fear of aliens invading. In a twist of irony, Time magazine selected Adolf Hitler as its Man of the Year. Inventions like the ball point pen, the photocopier and freeze dried coffee made it hard for the launch of a new magazine to be even noticed. However, in 1938, Walls & Ceilings magazine was also born, first called Northwest Plastering Industries out of Seattle. Other lath and plaster magazines existed in 1938 as plastering was a major trade in that era. Only W&C magazine has survived since that time and it is quite an accomplishment.
In reviewing trade magazines from that era, it was surprising that lath and plaster was under attack from “substitutes” even back then. The industry fought back by forming the “Institute for Good Plastering.” The goal was to preserve market share against competing products and prevent shoddy work at low prices from destroying a good industry. Sound familiar? Even the trade associations were under close scrutiny and the U.S. Attorney General considered the elimination of trade associations but judiciously opted for more strict enforcement of the Sherman Anti-Trust Act as the solution. It is clear that competition was intense, quality of workmanship was an ongoing issue, prices were too low and wages were considered to be too high (the more I read, the more it sounds like not much has changed in 75 years). However, we know a lot has changed in the last 75 years of lath and plastering.