Document 50EjX3jMg9EMObQ0ZRKyk0GnR

' hOVERTlSIHB IS SELL IUS -- MULTIPLIED mm Mr. J. K. iVise Manager Patent Department Dept. 157 To U.S.G. Management: March 1, 1961 The show is on the road, and DRYWALL AGE is building the audience for every performance. U.S.G.'s new Mobile Theatre, now starting a year-long tour in behalf of our revolutionary drywall systems, is featured in the attached Issue 1. So, as DRYWALL AGE hits the road, it will influence trade factors in much the same manner as the Mobile Theatre. Four magazine issues this year will reach 27,COO selected contractor and architect readers, showing them the superior products, systems and service that establish U.S.G.!s industry leadership. Issue 1 sells in these 'ways: ..By case-history example: success story of a drywall con tractor who specializes in custom residential work, uses the a_uality sales appeal of double-wall SHEETRCCK to win jobs. ..By introducing new methods and products: explanation of new U3G Drywall Ceiling and Wall Furring Systems, another in the New Perspectives series started last year. ..By direct promotion: back-page ad on the new USG Drywall Screw, Type W. Readers learn how to have "No More Nail Fops, No More Surface Damage, No More Loose Board." This issue is only the first leg of the DRYWALL AGE selling tour of 1961. How much, and hew well, will this magazine sell along the way? Issue Ii of i960 carried a back-page ad ?n 'FIRF-A-TAFE Cement in the new metal pail. An increase in gallon sales of L0% over the previous year followed. Our Merchandising Department reports that with this promotion "new accounts have been opened and much interest stimulated. Salesmen have commented on the value cf promotion of this nature wnich goes directly to the drywall con tractor. They like it and want more." ' " ; Enough said? M. P. Reed Manager, Publications BB030 2422 USG-*Ml 4 /UNITED STATES GYPSUM S00 Adams Street, Chicago, Illinois