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^[STORICAL FILE ^ade-JLr^ S^miectum, i'j'. ICI J J Mil DO NOT DESTROY Here is your SH EETRO CK THE FIREPROOF GYPSUM WALLBOARD and US G Sheathing Advertising Guide everything you need to help you ADVERTISE LOCALLY / BB021 0219 Here are Tell the Amazing SHEETROCK Story to your customers... NEWSPAPER Ad Mats RADIO Spot Announcements EVERYTHING you need to make your own ads & N> ro o THIS FLAP IS GUMMED READY TO SEAL--NO ENVELOPE OR STAMP NECESSARY--FOLD--SEAL--AND Mill ------------- BB021 0221 ORDER BLANK FOR SHEETROCK ADVERTISING UNITED STATES GYPSUM CO. 300 West Adams Street Chicago 6, Illinois Please send me the following mats and/or cuts which I plan to use for my local newspaper advertising for SHEETROCK* and USG* Sheathing. NEWSPAPER AD MATS AND CUTS Cet Chech Col. Chock Cot. Cheek Cot. Chock Cot. Na. Her* NO. Hot* No. Hero No. Nor* No. Check Cot Her* No. Chock Cot. Check Col. Chock Cot. Chock Hor* No. Herk No Hero No Hero Col. Check Col. Check Col. No. Her* No. Hor* No. Check Hora 250 251 252 253 254 255A 257 266A 260 261A 263 264A 250A 251A 252A 253A 2S4A 256 257A 266B 260A 262 263A 265 2501 2511 2521 2531 255 256A 266 S133 261 262A 264 265A $100 S101 $102 S103 S104 5105 5106 S107 S10S 5109 $110 Sill Sll? S113 STI4 $115 $116 5117 S118 $119 S120 $121 S122 5123 S124 S12S S126 5127 S128 S129 5130 S131 S132 Copyright United State* Gypsum Company Tradatnoi* flag. U. S. Pat. Off. WB- 2A YOUR NAME. DATE ADDRESS. CITY. Please Print STATE. Fold Here and Seal Dept. 122 4c POSTAGE WILL BE PAID BY UNITED STATES GYPSUM COMPANY 300 WEST ADAMS STREET CHICAGO 6, ILLINOIS nio ^oaa Get the most from your SHEETROCK ADVERTISING... Here's what you do: PLAN YOUR SCHEDULE Estimate your gross sales for 1 949, 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! NEWSPAPER-OR RADIO-OR BOTH? i Most dealers prefer to use newspapers, but there are hundreds of areas in the country where strong radio stations with an established audience have 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. 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. 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. I The SHEETROCK campaign has been planned to give your trade a one-two wallop-be sure they get it! BB021 0223 "Imagine .. .we got better thanks to SHEETROCK T. M. Reg. U. S. Pol. Olf. 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 3 colt, x 150 linos BB021 0224 New rooms from old in just a few hours /I P remodel with SHEETROCK T. M. Reg. U. S. Pal. OH. The Fireproof Gypsum Wailboard 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 oniy one SHEETROCK wailboard . . . we sell if Ad No. 251 3 col*, x 150 linos e> ro ro o> " Here's the finest dry-wall that can be built"... THE NEW LAMINATED SHEETROCK T. M. Reg. U. S. Pat. Off. Fireproof Gypsum Wallboard 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 wallboard . . . we sell it Ad No. 252 3 colt, x 150 lino BB021 0228 the new Knotty Pine Woodgrained SHEETROCK * ** T. M. Reg. U. S. Pat. Off. The Fireproof Gypsum WailfaoanJ 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 only one SHEETROCK wallboard . . . we sell it BB021 0230 Ad No. 253 3 col*, x ISO lino* the beauty of real wood at less cost with.... SHEETROCK T.M. R|. U. S. Pat. Off. The Fireproof Gypsum Wallboard 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 wallboard . . . we sell it Ad No. 254 2 cols, x 105 linoc The beauty of real wood at less rost with ... SHEETROCK T. M. R*|. U. S. Pil. Off. The Fireproof Gypsum Wallboard 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. Ad No. 254-A 1 cel. x 100 line* ZZ0 INSULATING SHEETROCR T. M. Reg. U. S. Pat. Off. 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 Smrntocic todayI There is only one SHEETROCK wallboard . . . we sell it Ad No. 255 2 eels, x 105 linos INSULATING SHEETROCK T. M. Reg. U. S. Pat. Off. 3-in-l Fireproof Gypsum Wallboard 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 moisturecondensation can cause peeled paint, warped siding, costly structural damage. Insulating Sheetrock controls condensation--cuts repair bills! You gol aH ffcr*--at on* limo, no application coil. Fir* protection, tool Aik us about Insulating SHEETROCK today! Ad Ho. 255-A 1 col. x 100 linos BB021 0233 Smooth, sturdy walls are easy to build with SHEETROCK T. M. Reg. U. S. Pat. Off. The Fireproof Gypsum Wallboard ! `V. r and the Perf-A-Tape* Joint System 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. Pat. Off. There is only one SHEETROCK wallboard . . . we se easy to build with SHEETROCK T.M. R|. U.S. Pat. Off. The Fireproof Gypsum Wallboard Thanks to Sheetrock 'thou- _____________sands of American families are moving into their new homes weeks and months ahead Ad No. 2S6 2 cols. x 103 linos 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. Pat. Off. Ad No. 256-A 1 col. x 100 lino* CP CP O N> O ro co In half the time ... with half the trouble! -------------- " In half the time I built strong, smooth walls with SHEETROCK T. M. Ref. U. S. Pat. Off. The Fireproof Gypsum Wallboard 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 mon ths ahead of schedule. 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 Sheetrock 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. 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 of schedule. 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. Pat. Off. The Fireproof Gypsum Wallboard Ad No. 257-A 1 cel. x 100 lines CO 00 O TO O ro cy> ...with economical SHEETROCK T. M. tog. U. $. Pot. Off. The Fireproof Gypsum Wallboard There's no need to wait to finish the attic in your home. Do it now with Sheetrock wallboard. The big panels handle easily, go up fast . . . nail right to studs and rafters. You save man hours, man power, money! You get smooth, strong walls and ceilings that take any decoration. Think of it! Modern, livable rooms in a matter of hours . . . attic space no longer going to waste. Call or see us today for full information. There is only one SHEETROCK wallboard . . . we sell it BB021 0236 Ad No. 266--3 cols, x 150 lines WB-26B Here is a strong, smooth wall that takes any decoration SHEETROCK T. M. Ref. U. S. Pit. Of). 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 Sheetrock saves time, saves money . . . will last the lifetime ofyour home. Ask us about Sheetrock 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 line. SHEETROCK T. M. Ref. U. S. Pel. Ofl. 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 Sheetrock saves time, saves money . . . will last the lifetime ofyour home. Ask us about Sheetrock TODAY! BB021 0238 Ad No. 260-A 1 col. x 100 linos "Wefeel safe in our summer home... We used SHEETROCK" T. M. Reg. 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, 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 coli. x 10S llnoi We used SHEETROCK" T. M. Reg. 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! BB021 0239 Ad No. 261-A 1 col. x 100 linos The gypsum core makes USG Sheathing fireproof--and it's asphalted to make it water- repellent ! Here's doubleprotec- 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. Reg. U. S. Pet. Off. The Difference is in the Core 2 colt* x 105 lines T. M. Reg. U. S. Pet. 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 less cost than ordinary shea th 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 BB021 0240 Ad No. 262-A I cel. x 100 lina* 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. teg. U. S. Pot. Oil. There is only one SHEETROCK wallboard . . . we sell it Ad No. Ml 2 cats. 105 line* the advantages of USG* Sheathing 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. Rtg. U. S. Pt. on. IZ 099 Ad No. 2A3-A 1 col. x 100 linos o ro A Sure Way to build smooth walls., SHEETROCK The Fireproof Gypsum Wallboard plus the Perf-A-Tape Joint System Building or remodeling? Use Shbetrock, 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 ofSheetrock gypsum wallboard. *T. M. Reg. U. S. Pst Off. Ad No. 264-A 1 col. x M linos A Sure Wav to build smooth walls... SHEETROCK T. M. ft|. U. S. Pat. Off. The Fireproof Gypsum Wallboard 48 & 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 home! But be sure you specify Perfa-tape* reinforcement tape and cement--the Joint System made exclusively by the manufacturers ofSheetrock gypsum wallboard. *T. M. Reg. U. S. Pet. OR. BB021 0242 Ad No. 264 1 col. x 150 linos 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 TODAY] we have it... come in ... see it today Ad No. 26S 2 col*, x IOS lino* If it's a dream house you'll want to see this great new book Beautifully illustrated with 153 fullcolor pictures, The Amazing SHEETROCKmSTORY 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 Wallboard, builds smooth, seamless walls and ceiling surfaces in holf the time, with half the troubfel It's the book home owners and builders have been waiting for. T. M. Rag. U. S. Pat. Off. BB021 0243 Ad No. 26S-A 1 col. x 100 Hoot Your local radio station will -SHEETROCK T. M. Beg. U. S. Pol. Off. Gypsum Wallboard, too! These one-minute announcements will get you prospects and bring traffic into your store Be sure to insert your name and address where indicated, before giving any of these scripts to your radio station SHEETROCK book Newsboy: (fading In) Extree, extree, read all about iri it's amazing--it's amazing! Woman: What's amazing? Newsboy: Haven't you heard--it's THE AMAZING SHEETROCK STORY! Man: Come to (dealer's name and address) TODAY and see this big, beautiful, amazing new book that shows you how YOU can have smooth walls and ceilings_ how SHEETROCK, the fireproof gypsum wallboard saves half the time, half the trouble--how SHEETROCK saves you money, tool Newsboy: Come to (dealer's name and address) and see this amazing new book that tells you why SHEETROCK makes it easier to get thot new home you want . NOW! Mon: 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 address) TODAY! Newsboy: (fading off) Read all about it--THE AMAZ ING SHEETROCK STORY! It's amazing--it's amazing! SHEETROCK book Woman: Have you seen it--have you read it? It's amaz ing! Man: It's THE AMAZING SHEETROCK STORY--the big, beautiful, amazing new book that's waiting for you at (dealer's name and address). Come in TODAYI Woman: THE AMAZING SHEETROCK STORY shows you how SHEETROCK, the fireproof gypsum wallboard, gives you smooth walls and 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 address) 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 want! 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 glad to see you-- come right in and see our new home. Second Woman: Marge, it's marvelous -- and you moved in 'way ahead of timel First Woman: Two months ahead of schedule--thanks to SHEETROCKI Announcer: Thanks to SHEETROCK, the fireproof gypsum wallboard, thousands of American families are mov ing into their new homes months ahead of schedule . . . for SHEETROCK makes smooth walls and ceilings in half the time, with half the troublel Come to (dealer's name and address) TODAY--learn all about amazing SHEETROCK . . . how it saves time and money .. . makes it easier for you to build your new home NOWI Learn how easily you paint or paper SHEETROCK to suit your own tastel Sturdy, rugged SHEETROCK lasts a housetimel Come to (dealer's name and address) and learn all about SHEETROCK TODAY! SHEETROCK saves building time Half the time-half the trouble--and a lot less money I You save a/J three ways when you use SHEETROCK, the fireproof gypsum wallboard, for your walls and cetlingsl Fireproof SHEETROCK goes up quickly and easily in any home, new or old ... and SHEETROCK makes smooth walls and 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, and at lower cost, tool Remember the name--(dealer's name)--and the address-- (deal er's address). Come in TODAY and see for yourself. You save all three ways with fireproof SHEETROCKI BB021 0244 SET*OCK in summer cottages - t0 Naturu all summer long--in a cottage neol and attractive as any city home. How? .-w totaa ru' co"a9 "i,h SHEETROCI<',h' ? rmonf gypsut" wallboard that goes up fast, is *0 Zntotosl, and makes smooth walls and ceilings. STrtte easy, low cost way to turn your summer cot- nd ' *' into o summer HOME ... to get that important "T, protection from fire! Stop in at (dealer's name j address), and learn how easy it is--how little rd, g --,1s__to moke your summer place coiy and comCK s--table. Remember, SHEETROCK adds evtro pro- loetion . . . becouse SHEETROCK is made of fireproof gypsum, the mineral that will not burn. Come to (sUoler's name and addressl TODAY -- learn what SHEETROCK can do for you! me vZig` SHEETROCK in summer cottages JZ- Make your summer cottage a summer HOME--be sure that it's os attractive and pleasant as your place g. in the city! There's on easy, low cost way to do it--in one operation, with one material. What is it? SHEET at ROCK, of course . . . SHEETROCK, the fireproof gypsum wallboard. And the new Knotty Pine SHEET ou ROCK has the beauty of natural wood--plus that 'd, important extra protection from Brel Drop in at ie, (dealer's name and address) TODAY, and learn all es about amazing new Knotty Pine SHEETROCK--(earn what extra fire protection these fireproof gypsum panels provide. Come to (dealer's name and address) nd TODAY--`learn oil about if! Come to (dealer's name IT- and address) TODAY, and learn THE AMAZING inf SHEETROCK STORY! :k id Fire resistance Announcer! Hear tha! noise? The Fire Deportment is under way .. . let's hope that wherever the fire is, it's delayed until the firemen arrive! SHEETROCK, the fireproof gypsum wallboard, delays fire--furnishes that extra fire protection that can make all the difference between minor damage and total loss-- that con save life as well as property whenever there's a fire! Standard '/2-inch SHEETROCK will confine a fire to the room of its origin for one-half hour or longer--plenty of time for the Fire Depart ment to arrive! Drop in at (dealer's name and ad dress) TODAY and learn all about amazing SHEET ROCK--what it means to you in added fire protec tion, how quickly it goes up! Got that name and address? It's (dealer's name and address) . . . come in TODAY! Insulating SHEETROCK Announcer: Planning to build a new home? Then there's a three-in-one building material you must not over look . . . Insulating SHEETROCK wallboard. It has the same tough, fireproof gypsum core os standard SHEETROCK--plus a sheet of aluminum foil per manently laminated to the back. This aluminum foil prevents dangersou moisture condensation inside walls--and that's the common cause of peeled paint and warped siding. And--Insulating SHEETROCK insulates. Aluminum foil will keep your home up to IS degrees cooler in summer, warmer in winter, more comfortable all year long! Now you know why In sulating SHEETROCK is colled the three-in-one ma terial. It does all three things at one time--of one application costI Ask (dealer's name and address) about Insulating SHEETROCK TODAY! That's (dealer's name and address) . . . come in TODAY! Fire resistance Announcer: Where's the fire? Suppose it's 'way out on the edge of town--or further out, beyond the city limits? That fire has got to be delayed until the fire department arrives! SHEETROCK, the fireproof gyp sum wallboard, delays fire--because the core of SHEETROCK is mode of gypsum, the mineral that will not burn. When your walls and ceilings are SHEET ROCK, you're sure of extra fire protection! Standard '/i-inch SHEETROCK will confine a fire for half an hour or even longer--plenty of time for the Fire De partment to arrive! Drop in at (dealer's name and address) TODAY, and hear the amazing, fireproof SHEETROCK story! Got that name and address? It's (dealer's name and address) . . . come in TODAY! Insulating SHEETROCK First Votes: It does all three things at one time'-- Second Voice: At one application cost! First Voice: Yes, Insulating SHEETROCK wallboard, the three-in-one building material, does all three at one time -- insulates, controls moisture condensation, and forms smooth walls and ceilings. Second Voice: -- has the same insulating value as a full half inch of fiber insulation board--keeps your home cooler in summer, warmer in winter, more comfortoble all year long! First Voice: Ask (dealer's name and address) about Insuloting SHEETROCK TODAY! Second Voice:--prevents moisture condensation inside walls--and that's the common cause of peeled paint, warped siding, much serious structural damage! First Voice: No wonder they use insulating SHEETROCK in the finest new homes! Ask (dealer's name and ad dress) about Insulating SHEETROCK TODAY! USG Sheathing Notice all the new homes going up around town? Weil, the black panels they put right over the frame work of these new houses certainly 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 id dreaming about this year! Know whot those black panels are? They're USG Sheathing--they give you to extra fire protection ond strengthen the home-- and USG Sheathing is water-repellent tco! A product of United States Gypsum, it weathers all weather. Drop in at (dealer's name and address) TODAY, le ond learn all about amazing, low cost USG Sheathing --see how it will help you build a better, stronger J* io home NOW) Got that name and address? It's II (dealer's name and address) . . . come in TODAY! ie jr >r Y. o jt Double Wall System First 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 Man: Of course, I'm glad you like our place, Ed. It's built of the best all the way through. Toke these walls, for instance--they're the last word in fine con struction--they're laminated SHEETROCK gypsum board, a double wall system! Announcer: Yes, laminated SHEETROCK wallboard is the last word in fine construction! Two layers of SHEETROCK, securely bonded together with SHEET ROCK adhesive, give you sturdy walls that lost c housetime! There's extra fire protection, too, because a full % inch of fireproof gypsum, the mineral that will not burn, covers every wail! Come to (dealer's name and address) TODAY and learn all about the SHEETROCK Double Wall--the last word in fine construction! SHEETROCK on the farm First Voice: SHEETROCK makes it easy! Second Voice: How's that? Flrff Voice: SHEETROCK mokes it easy for me to do my own building and remodeling on my farm) Announcer: Yes, SHEETROCK, the fireproof gypsum wallboard, makes it easy for you to do your own building and remodeling around the farm ... to build smooth walls and ceilings in farm homes ... to make barns and stock buildings safer, warmer, more comfortable ... to increase cattle, hog and poultry profits! And SHEETROCK adds vital extra protection against fire because SHEETROCK is mode of gypsum, the mineral that will not burn! Drop in at (dealer's name and address) next time you're in town and learn all about amazing SHEETROCK . . . how it can cut your building costs, save you time -- and increase farm profits, too! Got that name and address? It's (dealer's name and address) . . . we'll be looking for you next time you're in town! USG Sheathing Double Wall System SHEETROCK on the farm fI Farmer: it's all the siding I need for any building on my Announcer: Hove you noticed? All the leading styles of Announcer: Here's a tip for every farmer and home <, farm! architecture are represented in the fine new homes maker who does his own building and remodeling ... id Announcer: What is it that's all the siding you need? d Farmer: USG Sheathing, of course. It's water-repellent, K fireproof and strong -- will do everything that lumber '0 will, and costs a whole lot less. As far as I'm con s cerned, it's file ideal siding for service buildings- 3 ond when I build my new house, you con be sure I'll r- use it over the frame and underneath the siding. ?u ie Announcer: Yes, USG Sheathing is the ideal siding for I- any service building--and the ideal gypsum sheath f. ing for YOUR new home! Next time you're in town C! leorn all about this amazing material. When you build with USG Sheathing you do not need building paper . .. it's a big money-saver and time-saver that will help you get that new home NOW! That's (dealer's name and address). going up out on the edge of town. Modern--Colonial -- Georgian--you can see every style. But no matter what kind of architecture you prefer, you'll find one fhing that many of the very finest new homes have in common. They're built with laminated SHEETROCK gypsum board, a double wall system! It's the last word in fine construction--gives extra fire protection, adds strength, and lasts o housetime ... no wonder it's used in the finest new homes! Visit (dealer's name and address) TODAY and learn all about fominoted SHEETROCK wallboard--see how two layers of SHEETROCK will improve the value of your new home --learn what this means in added strength, added fire protection. Come to (dealer's name ond address), and hear this amazing chapter in the amazing SHEETROCK storyi you con do it with SHEETROCK! SHEETROCK, the fireproof gypsum wallboard, makes smooth walls and ceilings in half the time, with half the trouble -- and it's ideal for building partitions and lining work buildings, too! With this fireproof gypsum wallboard you can do jobs you'd be afraid to tackle with any other material! And SHEETROCK odds extra fire safety, because the core of SHEETROCK is fireproof gypsum, the mineral that will not burn . . . that's awfully important to families that live out in the country, away from city fire protection! Next time you're in town stop in ot (dealer's name 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 name and address? It's (dealer's name and address) . . . we'll be looking for youl RB021 02^5 CUTS YOU'LL WANT TO MAKE YOUR OWN ADS SHEETROCK HANDIES EASILY S-100 BB021 02 PARTITIONING S-106 DOUBLE WALL SYSTEM S-107 SHEETROCK TILEBOARD S-108 SHEETROCK T. M. Reg. U. S. Pat. On. S-109 SHEETROCK T. M. Reg. U. S. Pat. Off. S-110 SHEETROCK T. M. Rag. U. S. Pat. OR. S-111 SHEETROCK TltEBOARD S-112 SHEETROCK ON THE JOB S-114 3 THICKNESSES S-l 13 6 8 0 2 1 0247 PERF-A-TAPE S -115 PERF-A-TAPE S-116 fJoints Concealed Reinforced^ BY THE PERF-A-TAPE S-117 /"\ Joints Concealed * Reinforced BY THE PERF-A-TAPE Joints Concealed - Reinforced IT TIE PERF-A-TAPE S-119 BB021 0248 S-121 S-122 S-123 USG SHEATHING T.M.Rej. II. S. Pit. Off. S-125 -<;r. . UNITED STATES S-126 'acijessaf . . r,.;:. 4 ?. -Id . 4.' ... GYPSUM S-127 S-132 states S-128 88021 0249 S-129 S-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 0 /\J 01 o ^O gg