Document e1yYGozkE1BkdDjq888J4vjmg

orsrap point of 'purchase vfSISsilni ittrBifiVia7k Aiti c>"-*-s-`*f. ;**oa: MM J*.S*j|r!"!!w!] ''' g7.IJH.IIL''lllJfll^ trfSs - ;r;..--;ir->r\^iw>:~-'.' *' '*g&!Pgg^ m iiil . . tfl'-SS j-- Cfeonlinesj is sales sense for Davenport Fish Co., Davenport, la. ACOUSTONE mineral base tile is the clean and hondsome way to obtain sound control for their store. Acoustical installation by Builders' Sales & Service. Moline. III. Photography. Inc photograph 8,'**2 ar% tng The idea of making the entire store o show window is beautifully illustrated in this night view of Kaufman's apparel shop in Colorado Springs, Coio. This fvk rt open: up o mezzanine sales floci to street view. r -- - - -......... -* - Photo courtesy Kawneer Co. Niles, Mich. jje --the place arid the customer are elements of retail k buver buys when he feels right. The final act of is establishing the mood for possession. That's why nt of purchase is so important. Sales often depend it the customer sees around him. on atmosphere or e place "feels". of this is color. Part is light: and. even more intanin important part is sound. Control sound and you i control mood. And that's the salesman's aim--to the mood to b'i% or possess. nd control can make a customer comfortable --can him want to sta\ until his needs are satisfied: and it a favorable impression which will hasten his return ture purchase;. Sound control can be achieved with ;tone mineral tile, or Auditone fiber tile. Both are /-wise and add to the appearance of a store or shop, re designers are sales psychologists. Thev talk about tvpes of merchandise: impulse items, convenience and demand items. emand" good- -- the item? for w'hich a customer enters .,rc ith a definite desire established -- are usually d to tne rear of the space. To reach them he must pass enience" items, located near the center of the store. are the things everyone use-^ regularly and must 1 uv. ng as he is here and sees them tie might as well bu\ now and save a special trip to the store at the actual ent of need. e third are "impulse" items, displayed near the front, cashier or wrapping . reas where the customer may occasion to loiter a moment, or in prominent display along the route back In "demand" items. Desire for rssion of impulse items often luxuries! is developed ie customer sees them. ore design works from the inside out. These three bu\lreas are correlated with storage and service space, with consideration given tdcraffic" lanes and opportunities for display. Planning of the front begins with the entrance door. Placement is dictated by best location for traffic flow- to the interior, rather than by conformity to an exterior appear ance factor. A good store front reflects the interior by exposing as much of it as possible. (Notable exceptions are those w'hicb for business reasons should have closed fronts: loan office, beauty shop, dry cleaners, etc. I A store front lias two basic elements, a billboard a.-ea 101 identification and advertising, and the entry for display and invitation. Neither should be over-designed. Merchandise is displayed on the normal level of use, i.e.. refrigerators and large items from the floor or low platforms; small items, Hedrieh Blessing ohotograoh fiih *o Ford tractors, sound control odds to the sales climate of a establishment. This is Roseman Tractor Co., Evanston, III., where t remodeling included the installation of ACOUSTONE mineral base - quieting tile. Acoustical installation by Annmg-Johnson. Chicago PH .NeUnif.' the Stenc jur Salei hunt'd/ jewt-ien. drug:,. etc., higher --near to the eve level. Lighting then will automatical^ take it.- place to fit this pattern. Small stores a'oid a eenler entrance dooi. T ests ha\< show ii tiiai one jarim anti <n- m ;alj window displav areas a . more eficcliw ! two i n. urn sized disphus. There are other coi.--derations- such as careful attention to light sources and use. to color, which should be used Loldh but with emphasis on a few colors rather than a rainbow. Con trasts of texture and between light and dark draw the e\e. and are sales and display tools. Store design is a problem in drawing attention to mer chandise and creating a desirable environment in which to buy. The intangible quality of such an environment is the contribution of sound control. It is a quality which can be achieved easily, economically, and beautifully with mate rials and service offered by the company named on the back cover of this magazine. Call them for specific information, without obligation. Photoura Strong on service is the function of the Cornhusker Motor Clu of the AAA in Omoha, Nebr. Under a mezzanine balcony, wh office machines would be especially confined and bothersome, / mineral tile has been installed to absorb much of this sound. Porter-Trustin Co.. Omaha, sound control service. Photography Inc., photograph Jewelry bought for cash or credit is often a major purchase for t To help customers feel relaxed, and create the climate for . control is a part of this Omaha, Nebr. store of Brodkey's Book store sales exper*s encouroce browsing by customers. Thor through the volume ofien find one or more which they wont fr That is why a sound quieting ceiling is important. It gives the sn that makes customers comfortable os they leisurely look over th< dise. Notice the openness of the soles display window, and how store ir on view from the stre?t. This is Cokesbury book Store i A Heanch Blessing photograph Lewis and Co. are acoustical experts ir> Atlanta, Gz r. stores ore now favoring the "open pic ' c?io\ wnere t-eir entire store is Q show window, ire- r 'V AUD1TONE, the economy fiber acous*: tut oring: pattern to this broad expanse r ng or weli as sound control to the sales floor, i. Moione's Drug Stort Wauwatosa, Wis. Schwobilt Clothing Co. has this attractive o for m?r s clothing in Birmingham, Ai". If . en hancer i'. both appearance and atmosphere r* or ACOUSTONE sound quieting ceilinc. Ceiimc installation by Shook & Fletcher Supplv Cc.. Birmingham. Hedrich Biecsmc photograph **- fX f 'L 11 i i -` . , ~ v. ., - r'e.-'s--?.-a-SHk -.;>io men have sound for sum. The best n -a. R matermi- i- ;. nece-sa-' art of their capital 'i : - inau.- .n %. through .. cycle. 1. its earlv x.as c suit: Iron; an absence to ..n aiiunuunce of soi materials. Studios h-came acoustically "dead . at mon natural or desirabb than tne hull ov hall sout: sive reverberation. Tlr.-u there was a :emn to tin wiiici produced an jural a- oustical ;:!iia: .>r b: mu-.' c . the `-'Kike. wore. Ini.- i- a nag- ui examples now tni> optimur. For men who knc. *.tr acoustic: best, soune. conrrc ma?*rnal$ art ir,- i Lortor* r t-vpr rc r Wiiere people work, anc wrier* ..tors are receivec. here ir V*.' b control room one the1' recerv-c room, minerc piay or i ACOUSTOME mineral tiie perforated ooffles corre: tion in thr broadcasting s WKBW, Bunoic. N. Y. $80&7 tl&t m-ijf Wf- Zj'oM <n'nera] ,ile on ,he \nA poftiollv on the V .,lls, *. otmosone^e to- oir, eoniinents c Disc Jockey by D>vi*-F*t#h A Co.. jjgtocraphks Lockport, N. Y. ACOUSTONE does not insulate rooms against sound, or prevent its passage. It does reduce the multiplication of sound by rever beration so that there is less noise in this control room which might penetrate to the - broadcasting studios beyond. WUSJ, Lockport, N. Y. The sound controlling qualities of AUDITONE fiber tile are much appreciated in WUSJ's news room, where the tele type clacks endlessly. Eaftnt, Ore m ICERG, Eugene, Ore. uses an interesting pattern of slotted irforoted AUDITONE fiber tile in their studios. ted tMttflion by wrtisdmk Co., Portland, Ore I, le Ns. 3 A , -- %(-4vI Hf (H,f \V! vlU\pus,,IESS oted lo new horizons in acoustics for every type o' cture. Sent to you bi-monthly with the compliments o' the company named in the advertisement on the back cover. ished by united states gypsum co., 300 West Adams Street. ago 6, Illinois, manufacturers of products tor sound conditioning. __ELMER H. JOHNSON, Editor orrci: souno business, acoustone, auoitone. pereatone, XOLITE (Paints) and MOTIF'D ore trade-marks registered in U. S. Patent by UNITED STATES GYPSUM CO. and are used in this publication to dis- USG Acousticol tiie with foctory pointed surface, \left panel in each case) one and three coats of TEXOUTE paint brush applied under identical conditions. Lamp black streak al left crossed entire tile before painting, proves coverage. Of course it can be painted! Acoustone mineral tile and Auditone fiber tile can be painted a number of times without appreciable change in sound absorbing properties. This has been proven by scientific tests. These two tiles reduce reverberation by trapping sound in pores and openings in their surface which lead to other capil laries within the structure of the tile. Because the slots in Auditone and the fissures in Acoustone are of con siderable size, paint does not readily film across these openings or close them. Such filming reduces sound absorption ability of some acoustical materials. Auditone and Acoustone are easily and satisfactor ily cleaned. Wallpaper cleaner, or even a vacuum cleaner with a brush type nozzle does a good job. After a number of cleanings however, it is sometimes desirable to repaint the surface of the tile. The reason for painting sometimes springs from a desire to change color. Auditone fiber tile and Acoustone mineral tile are shipped with a factory painted surface. Standard Texolite. a casein paint, or Imueiual Texolite, a resin emul sion paint, or Seven Star Imperial Texolite are recom mended for repainting purposes when used according to directions. Oil paint may be used with equal satis faction. Surface dirt should be removed before painting be gins. With Acoustone. the paint brush should be kept well filled with paint, brushing the tile in one direction and cross brushing in the opposite direction. No attempt should be made to stipple or fill the larger surface fissures. Each tiie shoulo be finished before starting the next. A six inch Dutch type brush is recommended. On slotted Auditone fiber tile, all brush s'rokes should be parallel to the slots rather than across them. The most uniform job is obtained with spray gun painting. In tests by the United States Government. '' niim -jt f! 'nned with as much as 50 n '-cent turn- 00 w~l rV' SO*;tel *4UJxUilii UUU^U Sound Business can never hope to pul type of installation of sound control mat that can be made with profit. This issue ''arien i> retail establishments from a mo fish r,_ c rracror sriowroom; but still tht or possit.ii ry is cmy scratched. The adaptability of acoustical tile is almost ur You may never see your type of business est in Sound Business, still acoustical tile may be the answer to one of your specific noise There is a way to find out. Start with the basic fact that noise causes dist fatigue, lock of concentration, irritation. If it does this to people on your payroll--if it drive people whom you want to attract as continued customers, then noise is costing you n We have the answer to many noise problemand the bcJs of our service is to relate it to youi specific situation, even though it be far afield froi anything you have ever seen in Soui.d Business magazine. We will do this frankly and clearly and without obligation. Call us today! -9. Recent U-S-G Sound Conditioning Installations by Annirtg-Johnson Co. FEDERAL RESERVE BANK Chicago, III. " . NORTHERN TRUST CO. Chicago, IH. NORTH SHORE NATL BANK Chicago, III. . FIRST FEDERAL LOAN & SAVINGS BANK Chicago, III. BELMONT NATIONAL BANK Chicago, III. CONTINENTAL NATIONAL BANK & TRUST CO. Chicrjo, III. CHICAGO SUN Chicago, III. CHICAGO TIMES Chicago, III. CHICAGO TRIBUNE Chicago, III. UNITED BROADCASTING CO. Chicago, III. RADIO STATION W.G.N. Chicago, III. ZENITH RADIO CORP. Chicago, III. MOUNT SINAI HOSPITAL Chicago, III. PRESBYTERIAN HOSPITAL Chicago, III. UNIVERSITY OF CHICAGO Chicago, lit. .. NORTHWESTERN UNIVERSITY Evanston, III. ROSARY COLLEGE River Forest, III. GLENBARD HIGH SCHOOL Glen Ellyn, III. ELM PLACE SCHOOL Highland Park, III. SUNSET RIDGE COUNTRY CLUB Northbrook, III. ILLINOIS ATHLETIC CLUB Chicago, lit. UNION LEAGUE CLUB Chicago, III. PUBLIC SERVICE CO. Northbrook, III. WESTERN UNION . Chicago, III. UNITED AIR LINES Chicago, III. T.W.A. Chicago, III.- FURNITURE MART Chicago, III. BORG WARNER CORP. Chicago, III. CORN PRODUCTS REFINING CO. Argo, III. PEPSODENT CO. : Chicago, HI. RELIANCE MFG. CO. Chicago, ML , JEWEL TEA CO. ; Barrington, III. BETHLEHEM STEEL CO. Chicago, III. GLORE. FORGAN & CO. Chicago, III. X. B. DICK CO. Chicago, III. BELL & HOWELL Chicago, III. WESTERN ELECTRIC C - - Chicago, III. WEST1NGHOUSE ELEC MFG. CO. Chicago, III. " ": CHASE BAG CO. Chicago, III. SOCONY VACUUM O Chicago, III. HALES & HUNTER Chicago, III. SPIEGEL'S INC. Chicago, III. ANNING-JOHNS COMPA 1514 West Van Buren St.f Chicago 7, Telephone CHesapeake GYPSUM ROOF CONSTRUC LIGHTWEIGHT CONCRETE KAWNEER DOORS AND G BURGESS CONFESSIONAL: PHONE BOOTHS fMccr? ITbh