Document daxMjJjqYE7ZZymQp6ZEgVpB5

LEAD INDUSTRIES ASSOCIATION. INC. tt MADISON tVINUI NIW rOAK.. N. V. 10017 rtU5M -- AASA coca ** Beptesber 15 19^ SUBJECT: MARKETS rDR LSAJ AXP LEAD PRODUCTS - CEHAKXC3 Tc tbs Industry Derelopnent Ccnslttee of tbs Leed Industries Association, Zac.: Attached Is the first In s series of Denoranda on the use of lead In various Bartels and the activities of the Association pertinent there to, corresponding vltb a similar series submitted to you last year. We hope that these vlll provide you with infernal1on vhlch vlll ba a basis for Intelligent discussion of these narfceta at the October 19, 196E neetlng of the cccrlttee and a sound approach to the estahllsb- ent of budgets and future plans. We vlll velccce concents prior to the October 19th acetlng as veil as at the nesting. Very truly ycurs, KLZ'.ak Xnc. Executive Vice President eatssS L I/1 17337 September 15, 19^ MARKETS TCP. IZAD ASO LEAD PRODUCTS wviv*!irtjy Br> i-AA i I. > I LEAD m CERAMICS t t Oar memorandum Jfo. 7, Bept. 6, 15^3, with thl* same heading gave rather detailed nrport of this tsarket and o u t promotional effort* ca i lt behalf up to that tlse. These effort* have cow been cccttnucvo* far almost eight year*. They have shown definite result* In substant1 ally higher cansueptloa of lead even oa a per capita baal*. ?lr.al 1963 and early figure* result in even a better picture than war last year1 I report reveal*. A revised lead cocaisiptloo chart for thl* market i* attached It reveal* that instead of a slight decline in use of dcraestic lead by this industry in 1963 there vu a rather subetantlal increase of about 1,500 ton*. It also reveals that estimated consumption Tor 19&U will ' Increase by another 2,000 to 3,000 toes based on figures for the first five month* of this year. To this, of cwxrse, oust be added the slteabla tonnages imported by the cerad c Industry in the fora of lead oxides. On that basis 196* should represent all-tine peak consusiptloo even ex r ceeding the abDoraally high years of 19**1, 1950 and 1955* * The ceramic Industry Is really Bade up of a group of lesser in dustries Boat of which ure lead in varying ways and for somewhat different reasons. The increasing use of lead ia distributed over these in varying degree and in mailer amounts, but in the aggregate add up to 1oppressive figures. These should be examined in a little detail to plot our own rt- course intelligently. The sub-groups in which vie are mainly interested p: are glass, porcelain enamels, glares far dinner ware, tile, brick and t. other so-called white wares, and electronic applications. t- 5 * s Glass. Lead is used in optical glass, radiation shielding glass, k television tubes, neon tubing, light bulbs, fine crystal, solder glass and ease riscellanecns applications. The glass Industry probably uses ere lead than any other branch of the ceramic industry, although no seperste statistics are available. All of Its lead applications appear to be growing, particularly in solder glass and miscellaneous applications ; wherein the higher cost of the lead glass Is more than compensated fear by 1 'i the greater flexibility in manufecturing which reduces manufacturing costa. h Percelain Enamels. The big existing market for porcelain er ssi* Is la on steel and except for sene use In ground coats lead Is not extensively used. Considerable work, however, is being dene by the ceraolc Industry to develop lower temperature enamel* for steel and particularly on# coat cnaaels. Lead Is finding soae use In the lower tenpersture eseaele but \ so far this use is very scall. This is an area In which Bore technical i r-research eight prove to be cf great value. Porcelain enamel* for alxaime* r: were Introduced setae ten year* sgo. These extra lew firing enaaela were k % at first both leaded and lead free and technical problem* have delayed the full development of this market. At present, however, v believe that the porcelain enameling industry is convinced that they cannot Bake good enamel* for aluminum vlthout lead and few if any enamelers are using laadit free enamel* on aluminas* . Also the Porcelain Enamel Institute baa N 3417.01 ?r,if .:vw^y;ffBr,ip> ^qqMwjMs**wf^^ L I A 17 3 3 8 < Lead la Ceramic* -2- September 15, V)&* reconstituted its Altrolnuai Division and the alurtnua Industry ho# cocas up with he'.ter Uoy* for porcelain enamelIns. All !* point towards acre rapid increase In the use of porcelain enameled aluminum In tbs future. Last year something over 10,000,000 sq, ft. of this product va* produced using an estimated 200 to 300 tons of lead. Glares. The dinner sirs Industry was convinced by lead shortage* during the vex that they could Dot economically get along without lead In their glares nctr produce a good product. This use seres well established and the quantity of lead will be determined by the well being of the dinner ware Industry itself, which has been hampered by Japanese and European 1sports of the finished ware. The Bain threat has been from toxicity resulting froa Improperly applied lead glares and threatened legislation to outlaw the use cf lead In such glares. This proble* is being handled through our health and s&frty activities and 11220 and appear* to be under control for the Basest. There do not seen to be ary particular problem* Involved with til* glare* which seen to be using lead in substantial quantities. The us* of glared brick with lead glares seesss to be bcccscing sore popular. Electronics. This classification cover* a multitude of application*. Among those of direct Interest to the lead industry are piezoelectrics, thermoelectric# and permanent magnets. Of these lead r Ire mate-ti tan*t* piezoelectrics used In sonar, ultrasonic cleaning devices and the like are already of tone cotxwrcial Importance using between %>0 rv< 1,000 tons cf lead a year next whereas this use was notcinal a few year# ago. Lead telluride thermoelectric* are of lesser Importance but are being used to a very limited extent comerc 1 ally and In such things as missiles. Lead ferrites for permanent magnet# are Insignificant now but, depending c b certain technical break-throughs, could be of substantial Importance at seme future data. Thus the outlook for lead is excellent. Host established ceramic product* using lead have growth Barkets and there are several new products, one or more of which should show substantial future growth. Our promotional program started In 1956 with an expenditure of seme $10,000 to produce the loose-leaf manual, LEAD IN THE CEFAKIC LKIXJSTF.HS. This expense h* not and doe* not now Deed to be repeated since the manual has been kept up-to-date by leeuance of one or more supplement* at an annual cost of about $2,000. These are nailed as Issued to all who have th* book for insertion In It. Also the complete book Is available froa stock to new ceramic students and others requesting It. Early In th* program several graduate research fellowships on lead In various phases of ceramics were supported vith several purposes In elnd. First, cf course, v&s to add to the technical knowledge of leed La ceramics which might leed to Its greeter use. Second, they were expected to Interest both th* fellcve and tbelr instructors In lead and create nor* cerenirts with a good knowledge of lead. Third, the fellowship# them selves and papers subsequently published on the result* of the fellowship work were both excellent sources of publicity and created a lot of good will toward lead. The cost of this fellowship program at th# outset was 1 t.-U-IL- <wastjawji^eM*ig<. .mwi waiia^is vmij's.iseaww f i F [ ' i r r l r h L I A 17 339 Lead In Ceramic* '3- Septeabvr 15, l.'j&i aoee $7,5*30 par year. Eovovar, after the fcreation of IL2?0 till* part of the program vti* turned over to that group, urJ.cs- which it has beo crjvrried, >>+ h* et T.TA nothing since about 19s>9- A third facet of our program from the beginning tasi been to have one cf our technical staff knowledgeable on the subject of lead la ceramic*. Ee spend* perhaps 25 percent of his tiew contacting the in dustry and ceramic schools, attending cerartic acetihK*, gathering lafcmoat'.oa for publicity and advertising, preparing articles for publication and an*vering inquiries or, when necessary or advisable, following then up In person. The present staff member doing thi* vurk ha* established many valuable contacts and it widely respected In the ceramic Industrie*. The last phaae of our ceramic program since it* inception ha* bean a continuing trade paper advertising ctrpaign to tell the ceramic in dustries about the advantages and possibilities of using lead in their products. In the first full year of this campaign the cost va* about $12,000 and was designed as a crash program with a rather full schedule in all important ceracic magazines to make a strong initial impression and get the program off to an impressive launching. In subsequent year* as the program; gathered stcnc and recognition in the ceramic industries it has been carefully modified to minl.-ire expense without reducing effective ness . As a result in 19&* the advertising cost of this program will appccclmate $10,000 despite space rates and production costa which are substantially higher than in 1958. Suggested Future Work We believe it 1* no exaggeration to say that this program ot LIA has contributed materially, over the last six years, to an increase la the use of lead by the ceramic industry of some 7,000 toe* annually valued at about $2,000,000 at today's prices on pig lead alone. We believe it is equally true that, with new uses having considerable potential develop ing and most of the older urea growing, the future is particularly bright. When the program va* started our Ceramic C.vclttee estimated that the use of lead in ceramics could be at least doubled. Part of this increase has been realised. There appears to be little reason to doubt the feasibility of the original objective In tine. Therefore, ve reccroend continuation cf this program with sene changes, the changes being designed to bring those ceracic product* using lead which hare the greatest market growth potential to the attention of the ultimate user or specifier, such as the architect or design engineer as the case may be, while still keeping before the ceramist the advantage* of lead in all ceramic products. The products with icxsedlste growth potential which we believe should now be given special attention are porcelain enameled aluminum, certain glassea like solder and specialty glasses, and soos electronic applications, notably lead rircooate-tltanate. We believe that other future growth possibilities, like porcelain enameled steel and permanent magnets, will have to await further technical development but ve do hope that if possible they will be given priority in research preferably In more intensive program* than fellowships or both. With this in mind ve reccessend continued issuance of supplements to jI i I. | ; f S' F I r- e. i -jateftfer. LI A 17340 lead in Ceraaic# -V- September 15,1964 LEAD IS TEE CERAMIC USDUHTRIES at a coat of about $2,000 next year, the sane a* this year. At this low coat we can realize the Boat value froa c*tr original investment In the BAnual and keep ceramists laforaed of new data and deveicpcents In the areas of our particular Interest. We should alao continue and intensify, If poaalble, our technical aervlce work. It ahould have epecial emphazls t the growth products without Deglectlng eatabliahed products. The alumlnva industry Itself, beyond participation in the Aluminua Division of the Porcelain Enaael } 5 Institute, has not Bade much effort to prcoote porcelain emended dmlw i since they also have cheaper but leas durable flnlahea like baked enamels and paints, and anodizing, which is Just as costly as porcelain enaasl 3 but less satisfactory in several respects. If ve place Bare emphasis on ? the promotion of porcelain enaneled aluelntn, ve would propose to enlist . ore support frea then as ve have done successfully in our promotion of battery powered trucks with battery and truck manufacturers and electric utilities. This technical service work is charged to our general technical service and administrative budget and not directly to ceramics. In 1964 we ran six one-page ada In each of the three ceramic publics, tlous - SLTlETia CP T.T AMERICAS CERAMIC COCLETT, CERAMIC DCX5THT and CERAMIC AGE. We believe that, along with previously nentlooed supplements to LEAD 15 THE CERAMIC DCXJSTRIES, we can get adequate coverage of ceranista and keep the advantages of lead before then if ve reduced this schedule $ , .to s fcur-tlae basis in 1965 at s space and productlac saving of shout 2 000 We also advertised porcelain enaaels in METAL PRODUCT HASUPACTURDIQ In two one-page sds In 1964 at a cost of shout $1,200 which we believe should be repeated in 1965- One thing ve believe should now be added to this pregraa is advertis ing to the user of porcelain enaaeled alunlnua, specifically the architect. Acceptance of this caterial recently for stores and buildings of such fires as Sears,Roebuck, I.B.M., sod A. C. Sparkplug, which has also In volved reorders after several years indicating satisfaction, suggest a strong possibility that this product, now using only 200 or 330 tens of lead a year is ready to bloasoo out with a potential raay tines that figure. Also Alueinlua, Ltd. has Just come out with a new and better enaaellng alloy of olunimaa which should eliminate sons of the production problems previously experienced by alt*sinu.u cnaaelers. We suggest that i four ooe-page sds In PROGRESSIVE ARCHITECTURE be added to our schedule. ' In black and white this would add shout $5,000 to our cost, partly balanced by the $2,000 save! on the ceramic magazine odvertislr^. However, since color It a sain feature of porcelain enamel, these ads should probably be In at least two colors, preferably full fcxir-color process. Two colors would add about another $1,000. four colors, the Boat desirable, would 5 cost Dearly $7,000 additional. Thus four pages In PROGRESSIVE ARCHITECTURE would add about $3,003 in black and white to the total cost of the ceramic program, about $4,000 In two colors, and $10,000 in four colors. It Is also proposed that the expensive 4-color plates used for the advertising be used to Bake Inexpensive electros for tbs production of ,H'.JfWBj'|WiiM.?J "HI ' L T A 17 3 4 1 I Lead la Ceraaics -5- Septenber 15, 196* i I a A-page h-color prceotiooal brochure to be used in ansverlng Inquiries ad la bulk calling to our lilt of arch!tecta. Hie estimated coat vould be about $2, 500 and vcuiA enable us to get far Bare value out of the expensive color plates. These brochures would also be offered to the alusdn'jn Industry at our cost fcr their ovn distribution as has been done so successfully in cur active power battery prograa with public utilities and industrial truck and battery nanufacturers. This again Bultlplles the value of LIA dollar* spent. In addition procaotlon of porcelain enaoeled aluclnua vould be in cluded in our displays at architectural and design shows and given nore etaphasls in our publicity prograa. This vould not involve any increase in cost but scoe shifting of emphasis. These are not charged directly to ceramics but rather to conventions and exhibits and to publicity accounts. Ve further believe that, particularly with respect to electronic and edscellanecus applications. Instead of referring to these haphazardly, as In the past, la the three design cagazir.es In which ve arc advertising KATdlALS m DESIGH EiGIXDSRISS, PRODUCT EKDEEREC and HACHIK! EESIC3I tvo additional pages in each of the last two he set aside for ceraalc advertising. This wcuid entail an additional annual cost of about $6,500- The follcving stasnarizes the 1965 reccrrac relations, as coopered with 196A, chargeable directly to ceraaics: iga 1965 Ssppleoent* Advertising to cerasists Advertising to setal afrs. Advertising to architects Advertising to designers Brochure Pour-color plates for ads fc brochure Total $ 3,000 8,500 1,500 * - - - 12,000 2,000 6,500 1,500 8,000* *,500 2,500 *,000 29,000 Pour color*. Black and white would be $5,000 and tvo colors $6,000. All of the foregoing figures are approximate. LI A 17342 CONSUMPTION OF METALLIC LEAD IN CERAMICS Ton* Ton* t t I N3417.02