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PLAINTIFF'S EXHIBIT USG-1969 Here is your jdEETROOK THE FIREPROOF GYPSUM WALLBOARD and USG Sheathing Advertising Guide for 1949 everything you need to help you ADVERTISE LOCALLY BB026 1734 *t m li c n,4 n*r here are Tell the Amazing SHEETROCK Story to your customers... NEWSPAPER RADIO Spot Announcements EVERYTHING you need to make your own ads o o N3 IO c z O co 0oo3 >--i m Co mO Co -< "U n > CO c I n> > Co n O oo co --I *3 zO' m m -< zo co LZLT 930SS * Get the most from your SHEETROGK ADVERTISING... Here's what you do: 1 PLAN YOUR SCHEDULE Estimote your gross sales for 1949, and set aside a percentage for advertis ing. Most companies, big and little, budget 3% to 5% of their anticipated gross sales for advertising. When you have determined the amount you should spend, allocate 50% of that amount to your biggest season, 30% to your secondary season, and spread the remaining 20% over the remaining months of the year. And once you've set your budget, stick to it! 2 NEWSPAPER-OR RADIO --OR BOTH? Most dealers prefer to use newspapers, but there are hundreds of areas in the country where strong radio stations with on established audience hove been found to be more effective. Check the circulation figures of your news paper and the audience studies of your radio station, as well as their rates, and ask other businessmen what their experience has been. You may find that you can expect best results by allocating a percentage of your budget to radio, the remainder to newspaper advertising. 3 USE THE ADS IN THIS ADVERTISING GUIDE Whether you choose newspaper--or radio--or both--use the advertising materials in this Advertising Guide. All are based on years of experience in selling SHEETROCK Wallboard ... on proved selling and advertising prin ciples. All have been prepared by experts. The newspaper ads have plenty of space for your imprint; the radio announcements allow for mention of your name and address two or three times. 4 TIE IN YOUR ADS WITH THE SHEETROCK CAMPAIGN Time all your advertising to tie in with the big nation-wide-SHEETROCK ad vertising campaign ... and set up your displays, your counter literature, where they'll do you the most good during times of peak public interest in SHEETROCK. If you mail advertising to your customers, time your mailings to go out when these prospects are seeing SHEETROCK ads in the big national magazines . . . when they are seeing or hearing your own SHEETROCK ads. The SHEETROCK campaign has been planned to give your trade a one-two wallop--be sure they get it! i ^ & "Imagine.. .we got better thanks to SHEETROCK T. M. Reg. U. S. Pot. Off. The Fireproof Gypsum Wallboard Thanks to Sheetrock, thousands of Amer ican families are moving into their new homes months ahead of schedule . . . for Sheetrock makes smooth walls and ceil ings in half the time, with half the trouble! Saves decorating time, too! Sheetrock will make it easier for you to build your new home or remodel your present home. There is only one SHEETROCK wallboard . . . we sell it Ad No. 250 9 eols. x 150 lines "Imagine...we got better "Imagine..we got better walls and ceilings in Vi the time thanks to SHEETROCK t. n *. u. i r*. o*. Thi Fireproof Gypsum Wallboard Thanks to Skeetrock, thousands ofAmer ican families are moving into their new homes months ahead of schedule ... for Sheetrock makes smooth walls and ceil ings in half the time, with half the trouble! Saves decorating time, tco and will make it easier for you to build or remodel. There is only one SHEETROCK wallboard . . . we sell it Ad No. 250-A 2 cel*, x 110 lines and moved in^ weeks early thanks to SHEETROCK T. M. fttf. U. S. Pit Off. The Fireproof Gypsum Wallboard Thanks to Shbxtrock, thou sands of American families are moving into their new homes months ahead of schedule . . . for SHEETROCK makes smooth walls and ceilings in halfthe time, with half the trouble! Saves decorating time, too! SHEETROCK will make it easier for you to build your new home or remodel your present home. Ad No. 2S0-B t col. x 100 linos remodel with SHEETROCK T. M. Bag. U. S. Pot. Off. The Fireproof Gypsum Waliboard It takes half the time--and half the trouble! Sheetrock goes right over old, unsightly walls and ceilings to make old rooms new, old homes modem. Cost is low, too---because, usually, you don't have to rip out old surfaces! And Sheetrock adds extra fire protection, because its core of gypsum will not burn. If yours is a problem home, see us about remodeling TODAY! There is only one SHEETROCK waliboard . . . we sell it 9Z099m i Ad No. 251 3 cols, x 150 linos remodel with SHEETROCK T. H. ft*. U. 8. Pst Oft. The Fireproof Gypsum Wallboard It takes half the time---and half the trouble! Sheetrock goes right over old, unsightly walls and ceilings to make old rooms new, old homes modem. Cost is low, too--because, usually, you don't have to rip out old surfaces! And Sheetrock adds extra fire protection, because its core of gypsum will not bum. If yours is a problem home, see us about remodeling TODAY! There is only one SHEETROCK wollboord . . . we sell it Ad No. 251-A 2 cols, x 105 linos New rooms from old in just a few hours It takes half the time--and half the trouble! Sheetrock goes right over old, unsightly walls and ceilings to make old rooms new, old homes modem. Cost is low, too--because, usually, you don't have to rip out old sur faces! And Sheetrock adds extra fire protection, because its core of gypsum will not bum. If yours is a problem home, see us about remodeling TODAY! remodel with SHEETROCK T. M. Rtf. U. S. Pst. Off. The Fireproof Gypsum Wallboard BB026 1742 Ad No. 251-B 1 col. x 100 lino. " Here's the finest dry-wall that can be built"... i THE NEW LAMINATED SHEETROCK T. M. Reg. U. S. Pet. Off. Fireproof Gypsum Waliboard A DOUBLE WALL SYSTEM Here's the ultimate in fine dry-wall con struction-sturdy, smooth walls that last a housetime! Two layers of Sheetrock, job laminated, will give your new home extra strength, extra fire protection--and extra value! It's quality construction at moder ate cost! Come in and learn the details! There is only one SHEETROCK waliboard . . . we sell it Ad No. 252 3 celt, x ISO lines BB026 1743 "Here's the finest dry-wall that can be built V.. Here's the finest Dry-Wall that can be built THE NEW LAMINATED SHEETROCK T. M. faf. 0. S. Pat. 01. Fireproof Gypsam Waflboard A DOUBLE WALL SYSTEM Here's the ultimate in fine con struction-- sturdy, smooth walls that last a housetime! Two layers of Sheetrock, job laminated, will give your new home extra strength, extra fire protection--and extra value! It's quality construction at moderate cost. Come in TO DAY and learn the details! There is only one SHEETROCK waliboard . . . we sell it Ad No. 252-A 2 cols, x 105 linos the New Laminated SHEETROCK T. M. <. U. S. Pit. OS. The Fireproof Gypsum Wallboard A DOUBLE WALL SYSTEM Here's the ultimate in fine drywall construction--sturdy, smooth walls that last a house time! Two layers of SHEETROCK, job laminated, will give your new home extra strength, extra fire protection--and extra value! It's quality construction at moderate cost. Come in TODAY and learn the details! Ad No. 252-B 1 col. x 100 linos the new Knotty Pine Woodgrained SHEETROCK I . ni. w. w. | ... wm. The Fireproof Gypsum Wallboard fireproof low in cost decorates as it builds Choose the new Knotty Pine Sheetrock for the walls of the den or playroom in your new home--and as Junior says, it's ideal for your son's room, too! You'll have the natural beauty of expensive wood paneling, plus the advantages of fire proof gypsum. Also available beautiful Bleached Mahogany and Walnut woodgrain effects that faithfully reproduce all the details of the natural wood. Goes right over old walls easily and inexpensively--ideal for remodeling. Needs no deco ration, no joint treatment. Call or see us for full information-- TODAY! There is on y one SHEETROCK wallboard . . . we sell it BB026 1745 Ad No. 253 3 cels, x 150 lines the new Knotty Pine Woodgrained SHEETROCK * * T. M. fi. U. S. Pit. OU. The Fireproof Gypsum Wifttrart fireproof low in cost decorates as it builds Choose the new Knotty _Pine Sheetrock for the walls of the den or play* room in your new home. You'll have the natural beauty of expensive wood paneling, plus the advan tages of fire-proof gypsum. Also available--beauti ful Bleached Mahogany and Walnut woodgrain effects that faithfully re produce all the details of the natural wood. Ideal for remodeling. Goes right over old walls. Needs no decoration, no joint treatment. Call or see us for full information --TODAY! There is only one SHEETROCK wallboard . . . we sell it. Ad No. 253-A 2 coll, x 105 line. The new Knotty Pine Woodgrained SHEETROCK T. M. Ref U. S. Pit. OP. The Fireproof Gypsum Wallboard fireproof, low in cost... decorates as it builds Ad No. 253-B 1 cel. x 100 line* the beauty of real wood at less cost with.... SHEETROCK t. m. fin u. s Pat. on. The Fireproof Gypsum Waliboard Woodgrained SHEETROCK has the beautiful wood graining pattern of natural wood--plus fire protection! It's the sure, low cost way to turn your week-end cabin into an attrac tive, comfortable cottage, Come in TODAY and see these beautiful new patterns--learn how economical remodeling with Sheetrock really is. There is only one SHEETROCK waliboard . . . we sell it Ad No. 254 2 cels, x 105 lines The beauty of real wood at less cost with... SHEETROCK T. M. tog. U. S. tot. OS. The Fireproof Gypsum Waliboard Woodgrained Sheetrock has the beautiful wood graining pattern of natural wood--plus fire protection! It's the sure, low cost way to turn your week-end cabin into an attrac tive, comfortable cottage. Come in TODAY and see these beautiful new patterns--learn how economical remodeling with Sheetrock really is. EB026 1747 Ad No. 254-A 1 col. x 100 linos INSULATING SHEETROCK T. M. R|. U. S. Pat. OH. The 3-in-l Fireproof Gypsum Wallboard 2 INSULATES . . . will keep your house warmer in winter, cooler in summer, more comfortable all year long. Has the insulating value of a full half-inch of fiber insulation board. 3 CONTROLS VAPOR CONDENSATION moisture condensation can cause peeled paint, warped siding, costly structural dam age. Insulating Sheetrock controls condensation -- cuts repair bills! You get all three--at one time, one application cost. Fire protection, tool Ask us about Insulating Shiitrock todayI \ There is only one SHEETROCK wallboard . . . we sell it Ad No. Ui 2 colt, x 105 lino. INSULATING SHEETROCK T. M. Reg. U. S. Pat OR. 3-in-l Fireproof Gypsum Wallboard l BUILDS . . . smooth walls and ceilings in half the time, with half the trouble! INSULATES . . . will keep your home warmer in winter, cooler in summer, more com fortable all year long. Has the insu lating value of a full half-inch of fiber insulation board. 3 CONTROLS VAPOR CONDENSATION moisture condensation can cause peeled paint, warped siding, costly structural damage. Insulating Sheetrockcontrols condensation--cuts repair bills! Ytv ft al Aril1 ! .n. lim., on. chi. fir. ted Ash vs obrtit Inswlatin, SMIITSOCK today! Ad No. 255-A 1 col. x 100 lino. BB026 1748 Smooth, sturdy walls are easy to build with SHEETROCK T. M. Rig. U. S. NL Of. The Fireproof Gypsum Wallboard Perf-A-Tape Joint System and the Perf-A-Tape- Joint System for smooth, seamless surfaces Thanks to Sheetrock thou sands ofAmerican families are moving into their new homes weeks and months ahead of schedule . . . for fireproof Sheetrock not only goes up fast, but saves decorating time, too! Come in TODAY, see how Sheetrock and Perf-A-Tape* reinforcement can help you build NOW! T. M. Reg. U. S. Pet. Off. There is only one SHEETROCK wallboard . . . we se Ad No. 356 2 cols, x 105 linos SHEETROCK T. M. Reg. U. $. Pit. Of. The Fireproof Gypsum Wallboard Thanks to Sheetrock thou sands ofAmerican families are moving into their new homes weeks and months ahead of schedule . . . for fireproof Sheetrock not only goes up fast, but saves decorating time, too! Come in TODAY, see how Sheetrock and Perf-A-Tape* reinforcement can help you build NOW! *T. M. Reg. U. S. Pit Off. Ad No. 256-A 1 col. x 100 linos rr In half the time I built strong, smooth walls with SHEETROCK T. M. Rtf. U. S. Pet. Ofl. The Fireproof Gypsum Wallboard Fireproof Shbetrock goes up quickly and easily in any home; new or old . . . it's helping to get thousands of American families into their new homes weeks and months ahead ofschedule. Sheetrock can make it easier for you to build your new home! It's ideal for remodeling, too, and always easy to decorate. See us--learn how amazing Shbetrock can save you time, save you trouble--save you money, too! There is only one SHEETROCK wallboard . . . we sell it Ad No. 257 2 col,, x 105 lino. I built strong, smooth walls" Fireproof Sheetrock goes up quickly and easily in any home, new or old ... it's helping to get thousands of American families into their new homes weeks and months ahead ofschedule. Sheet rock can make it easier for you to build your new home! It's ideal for remodeling, too, and always easy to decorate. See us--learn how amazing Sheetrock can save you time, save you trouble--save you money, too! SHEETROCK T. M. Reg. U. S. Ret. Ofl. The Fireproof Gypsum Wallboard Ad No. 257-A 1 col. x 100 linos "We got the beauty of tile at a fraction of the cost! we remodeled with SHEETROCK Tileboard" t. m. Reg. u.s. Pit.off. Fjreproof Gypsum Wallboard A beautiful, modern bathroom in a few days . . . for just a few dollars! You can do it with Sheetrock Tileboard because it's easy to put up, and easy to decorate with gleaming enamel. Come in TODAY--learn how amazing Sheetrock saves you time and money in every room. There is only one SHEETROCK wallboard . . . we sell it Ad No. 251 2 cols, x 105 linos The Beauty of Tile AT A FRACTION OF THE COST remodel with SHEETROCK T. M. ft|. U. S. PM. Off. Tileboard The Fireproof Gypsum Wallboard A beautiful, modern bathroom in a few days . . . for just a few dollars! You can do it with Sheetrock Tileboard because it's easy to put up, and easy to decorate with gleaming enamel. Come in TODAY--learn how amazing Sheetrock saves you time and money in every room. BB026 1749 Ad No. 25S-A 1 col. x IPO linos My kitchen looks like tile... My kitchen looks like tile... we modernized with SHEETROCK T. M. Rtf. u. S. r*t- OR. Tileboard The Fireproof Gypsum Wallboard and made a big saving! Here's a kitchen that's clean and attractive ... Want one just like it? Then ask TODAY about SHEETROCK Tileboard. It makes sparkling, modern kitchens in old homes and new! Fire-proof ... Economical. Ask about it... see it . . . TODAY. There is only one SHEETROCK wallboard . . . we sell it Ad No. 259 2 coll, x 105 linot SHEETROCK T. M. Rtf. U. S. Pst Off. Tileboard The Fireproof Gypsum Wallboard and made a big saving! Here's a kitchen that's clean and attractive ... Want one just like it? Then ask TODAY about SHEETROCK Tileboard. It makes sparkling, modern kitchens in old homes and new! Fire-proof ... Economical. Ask about it... see it .. . TODAY. Ad No. 259-A 1 eol. x 100 linos BB026 1750 Here is a strong, smooth wall that takes any decoration SHEETROCK T. M. Rtf. U. S. Pit OR. The Fireproof Gypsum Wallboard Ideal for new construction or remodeling Any decoration ... paint, texture or wallpaper goes on just as soon as the wall is in place! There's no delay, no need for special skill with tools! Your carpenter and decorator can build the wall in just a few hours, or if you're handy with tools you can do it yourself. Fireproof Shbetrock saves time, saves money . . . will last the lifetime ofyourhome. Ask us about Shbetrock TODAY! Here is a strong, smooth wall that takes any decoration There is only one SHEETROCK wallboard . . . we sell it Ad No. 260 2 cels, x 105 lines SHEETROCK T. M. Rif. U. S. Pit. OK. The Fireproof Gypsum Wallboard Ideal for new construction or remodeling Any decoration... paint, texture or wallpaper goes on just as soon as the wall is in place! There's no delay, no need for special skill with tools! Your carpenter and decorator can build the wall in just a few hours, or if you're handy with tools you can do it yourself. Fireproof Shbetrock saves time, saves money .. . will last the lifetime ofyour home. Ask us about Shbetrock TODAY! Ad No. 260-A 1 col. x 100 linos or " We feel safe c in our summer home. "We feel safe in our summer home... We used SHEETROCF T. M. Rex. u. S. Pat OR. The Fireproof Gypsum Wallboard There's an easy way to make your summer cottage a summer HOME . .. build or remodel with Sheetrock, the fireproof gypsum wallboard! Low cost Shebtrock goes up fast right over old walls or bare studs--adds extra fire protection, extra comfort--gives you walls and ceilings just like those in city homes. Come in TODAY--learn how easy it is--how little it costs! There is only one SHEETROCK wallboard . . . we sell il Ad No. 261 2 cols, x 105 linos SHEETROCK' T. M. R*f. U. S. Pat. Off. The Fireproof Gypsum Wallboard There's an easy way to make your summer cottage a summer HOME . . . build or remodel with SHEETROCK, the fireproof gypsum wallboard! Low cost Sheetrock goes up fast right over old walls or bare studs-- adds extra fire protection, ex tra comfort--gives you walls and ceilings just like those in city homes. Come in TODAY --learn how easy it is--how little it costs! Ad No. 261-A 1 col. x 100 linos BB026 SHEATHING offers more costs less The gypsum core makes USG Sheathing fireproof--and it's asphalted to make it water- repellent! Here'sdouWeprotec tion for your new home--at less cost than ordinary sheath ing! Goes up fast, with tongue- and-groove edges that assure tight construction. If you're planning to build, investigate TODAY! T. M. R#|. U. S. Pat. Off. The Difference is in the Core Ad No. 262 2 cot*, x 105 lino* USG T. M. Ref. U. S. Pit. Off. SHEATHING offers more costs less The gypsum core makes USG Sheathing fireproof--and it's asphalted to make it waterrepellent ! Here's doubleprotec tion for your new home--at leas cost than ordinary sheath ing! Goes up fast, with tongueand-groove edges that assure tight construction. If you're planning to build, investigate TODAY! The Difference is in the Core Ad He. 242-A 1 cot x 100 Knot (J1 Lo Now-more beauty from asbestos siding plus the advantages of USG' Sheathing More beauty from Asbestos Siding THANKS TO THE NEW - ATTACHMENT SYSTEM Now--you can attach asbestos cement siding such as Glatex* directly to USG* Sheathing! You get all the advantages of both these popular products, plus re markable eye-appeal! Precisionformed aluminum channels join the courses, special angle strips close the corners. It's self-aligning, self-supporting, easier and costs less to erect. Ask about the new Shadow-Lock Attachment System TODAY! T. M. Beg. U. S. Pal. Off. There is only one SHEETROCK wallboard . . . we sell it Ad Ne. 263 2 cols, x 105 linos the advantages of USG* Sheathing thanks to the NEW ATTACHMENT SYSTEM Now--you can attach asbestos cement siding such as Glatex* directly to USG* Sheathing! You get all the advantages of both these popular products, plus re markable eye-appeal! Precision- formed aluminum channels join the courses, special angle strips close the corners. It's self-aligning, self-supporting, easier and costs less to erect. Ask about the new Shadow-Lock Attachment System TODAY! *T. M. Ret. U. S. Pet. Off. Ad No. 263-A I col. x 100 lino* A Sure Way to build smooth walls.. SHEETROCK T.M. R*|. U. S. Pat. Off. The Fireproof Gypsum Wallboard pigs the Perf-A-Tape Joint System Building or remodeling? Use Sheetrock, of course. And then conceal and reinforce the joints of these big gypsum board panels with the Perf-a-tape Joint Sys tem. You'll have smooth walls and ceilings that will last the lifetime of your home! But be sure you specify Perfa-tape* reinforcement tape and cement--the Joint System made exclusively by the manufacturers ofSHEETROCKgypsum wallboard. *T. M. Reg. U. S. Pt. Off. Ad No. 264-A 1 eel. x $4 linos A Sure Way to build smooth walls... SHEETROCK T. M. Rt|. V. S. tot. OS. Tha Fireproof Gypsum Wallboard plus the Perf-A-Tape Joint System Building or remodeling? Use Sheetrock, of course. And then conceal and reinforce the joints of these big gypsum board panels with the Perf-a-tape Joint Sys tem. You'll have smooth walls and ceilings that will last the lifetime of your hornet But be sure you specify Perf- a-tape* reinforcement tape and cement--the Joint System made exclusively by the manufacturers ofSHEETROCKgypsum wallboard. T. M. Reg. U. S.-Pit. OR. Ad No. 264 1 cot. x 190 linos O to O' If it's a dream house you're planning... you'll want to see this sensational new book Beautifully illustrated with dozens of full-color pictures, The Amazing Sheetrock* Story will show you how that home you've been dreaming about is going to look . . . and how you can build it NOW! This big, beautiful, amazing new book will show you how Sheetrock wallboard cuts building time and build ing costs ... how this fireproof gypsum wallboard increases safety ... how you can decorate Sheetrock to suit your taste . . . how it makes smooth walls and ceilings in half the time, with half the trouble! It's the book home owners and build ers have been waiting for. Come in and see it TODAYJ . we have it... come in... see it today Ad Ns. 265 2 coll, x 105 linsi If it's a dream house you'll want to see this great new book Beoutifully illustrated with 153 fullcolor pictures. The Amazing SHEET- ft0ac*sr0*r will show you how that dream home is going to look . .. how you can build it NOW! You'll learn how SHEETROCK, The Fireproof Gypsum Wailboord, builds smooth, seom/ess walls ond ceiling surfaces in holf the time, with half the trouble! It's the book home owners and builders have been waiting for. *T. M. Reg. U. S. Pit. 01!. BB026 1756 Ad No. 265-A 1 col. x 100 linos Your local radio station will * SHEETROCK T. M. leg. U. $. Pot. Off. Gypsum Wallboard, too! These one-minute announcements will get you prospects and bring traffic into your store Caution: Be sure to insert your name and address where indicated, before giving any of these scripts to your radio station SHEETROCK book Ntwsboy: (fading In) Extree, extree, read all about itt It's amazing--it's amazing! Wpmani Whot's amazing? Newsboys Haven't you heord--it's THE AMAZING SHEETROCK STORY! Mans Come to (dealer's name and address) TODAY ond see this big, beautiful, amazing new book that shows you how YOU can have smooth woils and ceilings-- how SHEETROCK, the fireproof gypsum wollboard, saves half the time, half the trouble--how SHEETROCK saves you money, too! Newsboys Come to (dealer's name and address) and see this amazing new book that tells you why SHEETROCK makes it easier to get that new home you went . . . NOW! Mans And get your copy of the FREE folder that shows how SHEETROCK cuts weeks from building time! Come in TODAY--come to (dealer's name and oddress) TODAY! Newsboy: (fading off) Read all about it--THE AMAZ* ING SHEETROCK STORY! It's omozing--it's amazing! SHEETROCK book Womans Have you seen it--have you reod it? It's amaz* ing! Man: It's THE AMAZING SHEETROCK STORY--the big, beoutiful, amazing new book that's waiting for you at (dealer's name and oddress). Come in TODAlfl Woman: THE AMAZING SHEETROCK STORY shows you how SHEETROCK, the fireproof gypsum wallboard, gives you smooth walls end ceilings in half the time, with half the trouble . . . how SHEETROCK saves money ... how SHEETROCK helps you get your new home ... NOW! Man: Come to (dealer's name and oddress) TODAY and get your FREE folder .. . shows how fireproof SHEET* ROCK cuts weeks from building time ... how to paint or paper SHEETROCK any way you wontl Woman: It's amazing! Man: Yes, it is amazing--THE AMAZING SHEETROCK STORY! Come to (dealer's name and address) and learn all about it TODAY! SHEETROCK saves building time (Doorbell rings) (Door opens) First Woman: Goodness, Ginny, I'm glod to see you-- come right In and see our new home. Second Woman: Marge, it's marvelous -- and you moved in 'way oheod of time! First Woman: Two months ahead of schedule--thonlcs to SHEETROCK! Announcer: Thanks to SHEETROCK, the fireproof gypsum wollboard, thousands of American families ore mov ing into their new homes months oheod of schedule . .. for SHEETROCK mokes smooth walls ond ceilings in half the time, with half the trouble! Come to (deoler's name and oddress) TODAY--team oil about amazing SHEETROCK . . . how it saves time and money ... mokes it easier for you to build your new home NOW! Learn how easily you paint or paper SHEETROCK to suit your own fasfel Sturdy, rugged SHEETROCK lasts a housetimel Come to (dealer's name and oddress) ond leom oil about SHEETROCK TODAY! SHEETROCK saves building time Half the time--half the trouble--ondolof less money! You sove all three ways when you use SHEETROCK, the fireproof gypsum wallboard, for your woils ond ceilings! Fireproof SHEETROCK goes up quickly and easily in any home, new or old ... and SHEETROCK makes smooth walls ond ceilings that are easy to decorate with paint or wallpaper. Drop in at (dealer's name and address) TODAY and learn THE AMAZING SHEETROCK STORY ... see how fireproof SHEET ROCK con help you build or remodel NOW--get you in quicker, ond at lower cost, too! Remember the name--(deoler's name)--ond the oddress-- (deal er's oddress). Come in TODAY and see for yourself. You save oil three woys with fireproof SHEETROCK! BB026 1757 EETROCK in summer cottages Be close to Nature all summer long -- in o cottoge that's as neat qpd attractive os any city home. How? By lining your summer cottoge with SHEETROCK, the fireproof gypsum wallboord thot goes up fost, is low in cost, and mokes smooth wolts and ceilings. It's the eosy, low cost way to turn your summer cot tage into a summer HOME ... to get thot important extra protection from flrel Stop in ot (dealer's name and address), ond learn how easy it is--how little it costs--to make your summer place cozy ond com fortable. Remember, SHEETROCK adds extra pro tection .. . because SHEETROCK is made of fireproof gypsum, the mineral that wiff not bum. Come to (dealer's name ond address) TODAY -- learn what SHEETROCK can do for you! Fire resistance Annunc*rt Hear that noiiel The tore Department ii under way ... let's hope that wherever the fire is, it's delayed until the firemen arrive! SHEETROCK, the fireproof gypsum woltboard, delays fire--furnishes thot extra fire protection thot con make all the difference between minor damoge and total loss-- that con save life os well as property whenever there's a fire! Stondord '/j-inch SHEETROCK will confine a fire to the room of its origin for one-half hour or longer--plenty of time for the Fire Deport ment to arrive! Drop in ot (dealer's name ond od* dress) TODAY ond learn oil about amazing SHEET ROCK-- what it means to you in odded fire protec tion, how quickly it goes up! Got that name ond oddress? It's (deoler's nome and address) . . . come in TODAY! Insulating SHEETROCK Announcun Planning to build a new home? Then there's a three-in-one building moteriai you must not over look ... Insulating SHEETROCK wallboord. It hot the same tough, fireproof gypsum core os standard SHEETROCK--plus a sheet of aluminum foil per manently laminoted to the back. This aluminum foil prevents dangersou moisture condensation inside walls--ond that's the common couse of peeled point and worped siding. And--Insulating SHEETROCK insulates. Aluminum foil will keep your home up to 1 5 degrees cooler in summer, warmer in winter, more comfortable all year long! Now you know why In* svloting SHEETROCK is called the three*in*one ma terial. It does oil three things at one time--of one opp/rcofion cosfl Ask (dealer's name and address) about Insulating SHEETROCK TODAY! That's (dealer's nome and address)... come in TODAY! EETROCK in summer cottages Make your summer cottoge o summer HOME--be sure that it's as attractive and pleasant as your place in the city! There's on easy, low cost woy to do it--in one operation, with one moteriai. What is it? SHEET ROCK, of course . . . SHEETROCK, the fireproof gypsum wallboord. And the new Knotty Pine SHEET ROCK has the beauty of notural wood--p/ui thot important extra protection from fire! Drop in at (deoler's nome ond address) TODAY, and learn all about omazing new Knotty Pine SHEETROCK--leorn what extro Ere protection these fireproof gypsum panels provide. Come to (dealer's nome ond oddress) TODAY--leorn oil obout it! Come to (dealer's nome ond address) TODAY, and learn THE AMAZING SHEETROCK STORY! Fire resistance Announcers Where's the fire? Suppose it's 'woy out on the edge of town--or further out, beyond the city limits? That fire has got to be de/oyed until the fire department arrives! SHEETROCK, the fireproof gyp sum wallboord, delays fire--because the core of SHEETROCK is made of gypsum, the mineral that will not burn. When your walls ond ceilings are SHEET ROCK, you're sure of extra fire protection! Standard '/s-inch SHEETROCK will confine a fire for half on hour or even longer--plenty of time for the Fire De partment to arrive! Drop in at (dealer's name ond oddress) TODAY, and hear the omozing, fireproof SHEETROCK storyl Got that nome and oddress? It's (dealer's name and oddress) . . . come in TODAY! Insulating SHEETROCK First Voice: It does oil three things at one time-- Second Voice: At one application cost! First Voice: Yes, Insulating SHEETROCK wallboord, the three-in-one building material, does all three ot one time--insulates, controls moisture condensation, and forms smooth walls and ceilings. Second Voice:--has the some insulating value os o full half inch of fiber insulation board--keeps your home cooler in summer, warmer in winter, more comfortable all year long! First Voice: Ask (deoler's nome ond oddress) obout In sulating SHEETROCK TODAY! Second Voice:--prevents moisture condensation inside walls--and that's the common cause of peeled point, warped siding, much serious structural damagel First Voice: No wonder they use Insulating SHEETROCK in the finest new homes! Ask (deoler's name ond od dress) obout Insulating SHEETROCK TODAY! G Sheathing Notice oil the new homes going up around town? Well, the block panels they put right over the frame work of these new houses certoinly speed up con struction . . . they're one of the big reasons why you may be able to move into that new home you've been dreaming about Mis year! Know what those block panels are? They're USG Sheathing--they give you extro fire protection ond strengthen the home-- ond USG Sheathing is water-repellent tco! A product of United States Gypsum, it weathers oil weather. Drop in ot (dealer's name and oddress) TODAY, and learn all about omazing, low cost USG Sheathing --see how it will help you build a better, stronger home NOWI Got that name and oddress? It's (deoler's nome and address) . . . come in TODAY! Double Wail System FIrcf Man: I'm certainly impressed with your new home, Joe--I've looked at a lot of these new houses, ond none of them come up to yours. Second Mon: Of course, I'm glad you like our ploce, Ed. It's built of the best all the way through. Take these wails, for insfonce--they're the last word in fine con struction--they're laminated SHEETROCK gypsum board, a double wall system! Announcer: Yes, laminated SHEETROCK wallboord is the last word tn fine construction! Two layers of SHEETRdCK, securely bonded together with SHEET ROCK adhesive, give you sturdy walls that last e housetime! There's extra fire protection, too, because a full Vs inch of fireproof gypsum, the mineral that will not burn, covers every woll! Come to (dealer's name ond address) TODAY and learn all about the SHEETROCK Double Wall--the lost word in fine construction! SHEETROCK on the farm First Voice: SHEETROCK makes it easy! Second Voice: How's that? First Voice: SHEETROCK makes it easy for me to do my own building and remodeling on my farml Announcer: Yes, SHEETROCK, the fireproof gypsum wallboard, makes it eosy for you to do your own building ond remodeling around the form ... to build smooth walls and ceilings in farm homes ... to make barns ond stock buildings safer, warmer, more comfortable ... to increase cattle, hog and poultry profits! And SHEETROCK odds vital extra protection ogainst fire because SHEETROCK is made of gypsum, the mineral that will not burn! Drop in at (dealer's name ond oddress) next time you're in town and leorn all obout omozing SHEETROCK . . . how it can. cut your building costs, save you time--and increase farm profits, too! Got that nome and oddress? It's (dealer's name and oddress) ... we'll be looking for you next time you're in townl >G Sheathing 'mor: It's oil the siding I need for any building on my form! nouncer: What is it that's oil the siding you need? *mr: USG Sheathing, of course. It's water-repellent, fireproof ond strong -- will do everything that (umber will, ond costs a whole lot less. As far as I'm con cerned, it's the ideol siding for service buildings-- ond when I build my new house, you can be sure I'll use it over the frome and underneath the siding, nowncer: Yes, USG Sheothing is the ideal siding for any service building--and the ideol gypsum sheath ing for YOUR new home! Next time you're in town learn oil about this omozing material. When you build with USG Sheothing you do not need building paper . . . it's a big money-saver and time-saver that will help you get that new home NOWI That's (dealer's nome ond address). Double Wall System Announcer: Have you noticed? All the leading styles of architecture are represented in the fine new homes going up out on the edge of town. Modern--Colonial --Georgian--you con see every style. But no matter what kind of-architecture you prefer, you'll find one Ming thot many of the very finest new homes have in common. They're built with lominoted SHEETROCK gypsum board, o double wall systeml It's the last word in fine construction--gives extro fire protection, odds strength, ond losts a housetime ... no wonder it's used in the finest new homes! Visit (dealer's nome ond address] TODAY and learn all about laminoted SHEETROCK wallboord--see how two layers of SHEETROCK will improve the value of your new home --learn whot this means in added strength, added fire protection. Come to (deoler's name and oddress), and hear this amazing chapter in the amazing SHEETROCK storyl SHEETROCK on the farm Announcer: Here's a tip for every farmer ond home moker who does his own building ond remodeling ... you con do if with SHEETHOCK! SHEETROCK, the fireproof gypsum wallboord, mokes smooth wolls ond ceilings in half the time, with half the trouble-- ond it's ideol for building partitions ond lining work buildings, too! With this fireproof gypsum wollboord you can do jobs you'd be ofroid to tackle with ony other moteriai! And SHEETROCK odds extro fire safety, because the core of SHEETROCK is fireproof gypsum, the mineral that will not burn . . . that's awfully important to families thot live out in the country, away from city fire protection! Next time you're in town stop in of(deoler's nome ond address) ... we'll show you sample plans for any job you have in mind . . . help you figure the materials required, and give you our suggestions. Got that nome ond oddress? it's (dealer's name and oddress) . . . we'll be looking for you! 7~r CUTS YOU'LL WANT TO MAKE YOUR OWN ADS SHEETROCK HANDLES EASILY S-100 ATTIC REMODELING S-101 BASEMENT REMODELING $-102 IBB026 759 partitioning S-106 DOUBLE WALL SYSTEM S-107 SHEETROCK TILEBOARD S-10B SHEETROCK T. M. fte|. U. S. Pil. 0#. 5-109 SHEETROCK T. M. R|. U. S. Pit. Off. S'110 SHEETROCK " T. M. Raf. U. S. Pat. 0*. S-lll SHEETROCK TIIEBOARD S-112 SHEETROCK ON THE JOB S-114 3 THICKNESSES S-"3 BB026 1760 PERF-A-TAPE S-115 PERF-A-TAPE S-116 ^Joints Concealed Reinforced^ IT THE PERF-A-TAPE S-117 Joints Concealed * Reinforced BY THE PERF-A-TAPE Joints Concealed Reinforced IT Til PERF-A-TAPE s-m BB026 1761 S-123 USG SHEATHING T. M. Reg. 0. S. Per Off. S-124 USG SHEATHING T.M.Reg.U.S.Pet.Ofl. S-125 S-132 STATES CTPSUM $-126 fTATK S GYPSUM S-127 S-T28 BB026 1762 S-129 S-130 5-131 HANDY RECORD CHART FOR YOUR LOCAL NEWSPAPER AND RADIO ADVERTISING MONTH JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER NEWSPAPER - RADIO - / January 1949 February 1949 March 1949 SM TWT F S 1 SM TW T F S 1 2345 SM TWT F S 1 2345 2 3 4 5 6 7 8 6 7 8 9 10 11 12 6 7 8 9 10 11 12 9 10 11 12 13 14 15 13 14 15 16 17 18 19 13 14 15 16 17 18 19 16 17 18 19 20 21 22 20 21 22 23 24 25 26 20 21 22 23 24 25 26 2330243i 25 26 27 28 29 April 1949 SM TW T F S 12 27 28 May SM T 1 23 W 4 1949 T FS 567 27 28 29 30 31 June 1949 SM TW T F S 12 3 4 3 4 5 6 7 8 9 8 9 10 11 12 13 14 5 6 7 8 9 10 11 10 11 12 13 14 15 16 15 16 17 18 19 20 21 12 13 14 15 16 17 18 17 18 19 20 21 22 23 22 23 24 25 26 27 28 19 20 21 22 23 24 25 24 25 26 27 28 29 30 29 30 31 July 1949 August 26 27 28 29 30 1949 September 1949 SM TWT F S 12 SM TW T F S 1 234 56 SM TW T F S 1 23 3 4 5 6 7 8 9 7 8 9 10 11 12 13 4 5 6 7 8 9 10 10 11 12 13 14 15 16 14 15 16 17 18 19 20 11 12 13 14 15 16 17 17 18 19 20 21 22 23 21 22 23 24 25 26 27 18 19 20 21 22 23 24 24 31 25 26 27 28 29 30 28 29 30 31 October 1949 November 25 26 27 28 29 30 1949 December 1949 SM TWT F S 1 SM TW T F S 1 2345 SM TWT F S 1 23 2 3 4 5 6 7 8 6 7 8 9 10 11 12 4 5 6 7 8 9 10 9 10 11 12 13 14 15 13 14 15 16 17 18 19 11 12 13 14 15 16 17 16 17 18 19 20 21 22 20 21 22 23 24 25 26 18 19 20 21 22 23 24 2330 243i 25 26 27 28 29 27 28 29 30 25 26 27 28 29 30 31