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THE BUSINESS OF BUILDING MAGAZINE a United States Gypsum publication serving the construction industryarchitect, builder, dealer, journeyman. 300 W. Adams St., Chicago 6, III. Elmer H. Johnson, EDITOR L. J. Lovejoy, associate editor J. C Miller, art director NOTICE: The (allowing trademarks are owned and/or registered id the United States Patent Office by United States Gypsum Company and are used throughout this magxxine to identity products manufactured by this company: Glatbx (asbestos cement siding shingles), Grand Prize. Tbxolite (paints),Shbetrock (gypsum wallboard), Perf-a-tapb (cement and joint treatment). Baxbord (backing board), AudicOte (acoustical plaster) PHOTOGRAPHS in this issue are by Infinity, Inc., Minneapolis: Kranzten Studios. Chicago; Guy Burgess, Colorado Springs. Colo : Charles Pearson, Seattle, and Hednch-Blessing Studio. Chicago COPYRIGHT I960, United States Gypsum Company CXPCKT MFOAMATtON on lath and plotter u OMilstii 5y coiling any Vmitd Stoics Gpptum dittrui office luted below. Representatives also located in stony other cities. ALABAMA Birmingham, TK 1-0301 ARUONA Phoenix, CE 4-6272 CALIFORNIA Los Angeles, NO 5-5721 Oakland. LO 9-3020 Pasadena, RY 1-0631 Sacramento, GI 3-1989 San Diego, BE 3-6663 San Francisco, LO 4-8680 COLORADO Denver, FL 6-7387 CONNBCT1CUT Hamden, AT 8-1607 FLORIDA Jacksonville, FL 9-1628 Miami. PL 4-4553 CBORGLA Atlanta, TR 5-4701 ILLINOIS Chicago, ST 2-6100 Peoria. PE 2-6478 INDIANA Indianapolis, CL 1-2208 KENTUCKY Louisville, TW 5-9478 LOUISIANA New Orleans, AM 6716 MARYLAND Baltimore, ID 8-1600 MARRAcouarm Waltham, TW 4-2150 MICHIGAN Detroit, WO 1-6171 Grand Rapids, GL 6-8611 MINNBOTA Minneapolis, WA 7-9911 MISSOURI Kansas City, WE 1-1388 St. Louis, PA 1-1133 Omaha, HA 3300 NKW JERSRY Clifton, GR 2-3900 Hohokua, GI 4-7300 NSW MSXJOO Albuquerque, AM 2-2457 NRW YORK Albany, AL 89-2559 Buffalo. WA 3427 De Witt, GI 6-1291 Hempstead, IV 3-1024 New York. PL 9-6580 NORTH CAROLINA Charlotte, ED 2-5023 Raleigh. VA 8-6441 OHIO Cincinnati, UN 1-6072 Cleveland Heights, FA 1-4141 OKLAHOMA Oklahoma City, CE 2-2407 OREGON Portland. CA 7-2518 PENNSYLVANIA Harrisburg, CE 4-3251 Philsdelphia, GR 7-6500 Pittsburgh, LO 1-4600 RRODS ISLAND Warwick. RE 7-1100 TEXAS Dallas. FL 1-5386 Houston, JA 4-7448 San Antonio, CA 6-3175 UTAH Salt Lake City, EM 4-6646 VIRGINIA Arlington, JA 5-3300 Richmond, EL 9-4008 WASHINGTON Seattle, ME 3-0745 WISCONSIN Milwaukee, BR 6-6672 RILEY BURCH (LEFT) AND JACK TYNES, owners of Tynes & Burch, largest home building firm in Dallas, are developers of Wonderama homes. Dallas' biggest builder shows how ti Snii mm f'j v`i>/ Y . ?'>v: - St-'* r., EXTENSIVE LANDSCAPING of model houses (above) include imaginative zig-zag pattern of one fence in a fnu yard which becomes a design element with the hnuv CARAVAN OF LIMOUSINES (right! brings pre** i Womlorama for after-dinner preview of model housi- 3 0 lB TWO KEY MEN in promotion of Wonderama Homes: much-punctured gunman, John Wesley Hardin (topj, 'bed violently in 1913, but the story of his former ownership of Wonderama land was good publicity. It was written and exploited by the very much .dive Webster Hartram (below! advertising and ;>ublic relations director for Tynes & Burch. :'V <T" Set the stage for sales History, elaborate landscaping, fully furnished models all pay off he biggest builder in the county had the biggest sub T division opening that big Dallas has ever seen. It featur ed the biggest billboard and the biggest outlay for model house landscaping ever used by a Dallas builder. The builder: Tynes & Burch. The subdivision .`Wonderama. Riley Burch and Jack Tynes are organizers and coordina tors. They have a gift for surrounding themselves with com petent experts, and the good judgment to give these experts freedom and authority to operate. One such is Webster Bartram, formerly a Manhattan public relations man with big-name accounts, who moved to the milder climate of Dallas because of a health problem. In launching Wonderama, Bartram dipped into his full bag of publicity experience. By tracing the title for the Wonderama property to the original land grants from the territory governor, Bartram uncovered a fascinating history which included ownership by one John Hardin, a 33-notch gunman and outlaw in the best tradition of the old West. Local newspapers gave a wide CUTAWAY in subdivision office answers construction questions visually and builds confidence of buyers. a play to Bartram's story of this historic background and his comparison of the land's original $455 purchase price in the 1860's, the half million dollars Tynes & Burch paid for it. and the multi-million dollar value the 144 acres will have after they are filled with houses. Part of the promotion was preparation of seven profes sionally furnished model houses, erected as samples from which to sell the 275 houses the tract will accommodate. All are priced from $10,900 to $14,500 plus optional extras. Tynes & Burch are so convinced of the value of landscaping to the sales appeal of a house that they spent more than they will admit on this phase of preparing the model homes. They have no regrets. The unusual and handsome land scaping design by Architect John Richardson reflected credit on the entire project, creating interest that led to sales. During these final stages of preparation, a modest but tantalizing advertising campaign was under way. It covered six weeks prior to the grand opening, and included radio spots and newspaper space. In neither medium was the loca tion of the subdivision revealed, but the name, Wonderama, and individual features were strongly promoted. A large number of telephone calls requesting the location was evi dence of the effectiveness of this campaign. Several days before the opening Tynes and Burch were hosts to the local press at a 5:30 p.m. reception followed by dinner at a downtown hotel. Afterward a caravan of rented Cadillacs with police escort drove the press group to the subdivision site. As they approached, on the dark highway, the five-story high Wonderama billboard was sud denly lighted for a spectacular arrival. The houses were toured by the press, with complete description from the guides, and the press guests were returned to the hotel for a question period. Full-page advertisements appeared in newspapers on the opening day, and radio spots were aired every hour. There was also a small amount of television advertising. The com pany employed six hostesses for the weekend at $15 a day. Hostesses also undertook telephone follow-up on the regis- rrmtMued b d o ib KING-SIZE BILLBOARD, 20 x 80 fret, elevated five stories, is lighted with variable intensity light. It is a landmark on a mam highway from downtown Dallas. i Sales aids for Wonderama A l7x`J2-in. short of paper print or] with ihr basic floor plan for each homo, and a small illustration of the exterior, alone with the selling points of each, ran lie most hrlpful to a salesman. When a family shows interest in a particular house, the salesman pulls util this large plan, and on it makes notations of and sketches the likes and dislikes of the customers, ail the time qu< them for information that no fes as selling points later. They that they are watching the planning of their home. It very personal. G ive both man and wife a pewfli encourage them to sketch out they particularly want in their home. Get the client in the art. ample: When in the kitchen . . . the woman to feti the expensivi ing wood in the cabinets. Let he I tyU.n. W- `1 Set the stage continued 1 tration cards signed by visitors who wished to participate in the door prize drawings. They were paid commission on any sales which could be traced to their efforts. Because Tynes & Burch consider the first ten words of a sales approach the most important of the entire encounter, the telephone opening for these callers has been carefully prepared in advance. It is reproduced on page 5. The opening weekend was not a big selling period because crowds were too great. A follow-up advertising effort has continued to bring a more selective traffic of prospects in subsequent weeks, and the follow-up calls have led to appointments at the subdivision or at the prospects' homes. Exceptional response has also resulted from a slide film of Wonderama views developed by Bartram. Views from it are used by an interior decorator and a landscape architect to illustrate speeches on these subjects to club groups. Wonderama promotion is subtle in these presentations, but the message gets through to the audience. Home furnishing writers and real estate editors for local newspapers have also used the subdivision and the model houses as an illustrative source for articles on th'eir specialties. Wonderama is but one phase of an increasing involve ment by Tynes & Burch of Dallas in the home building business. Its successful all-out promotion will also help in sure the success of future Tynes & Burch developments, several of which are now in late planning stages. Obviously the biggest intends to stay the biggest in Dallas county. $50,000 features in an $11,000 house "Luxury on a Budget" is the Tynes & Burch slogan for Wonderama, hacked by their advertising claim of $50.000-house features in their $11,000 to $15,000 houses. Model houses reveal sales bait like the eyecatchers illustrated here. They demonstrate Tvnes & Burch advice to their salesman: "The heart is closer to the pockethook than the brain BUILT-IN BREAKFAST COUNTER with a view, and peninsula range top help make this kitchen inviting. LOUVERED DOORS and closet huilt-ins add to model house appeal SWINGING DOOR and rompartmented bathroom with ceramic tile walls help to make a house irresistable to a prn.xpect ATTRACTIVE ENTRANCE area is a presiu: ileni that helps sell a low-cost house. COVER: FAMILY ROOM with sliding glass door to patio, oilers full super vision from kitchen, is equipped with ar. operating fireplace toplionul at ex tra cosi I. Ceilings over halhroion- and kitchens are dropped to accommodate light wells with drop-in pialic pam-i $ with yours, and il is almost impossible for them to say "no" while they are nodding "yes" Never prolong a conversation with out exchanging names with the cus tomer. Then use the customer's name. When you hand the client his kit. add your home phone number. Let the customer feel you are ready to serve him anytime, working hours or not. Always follow up. A rail, a past card or piece of literature plus a personal note is a nice touch. Get them to think of you as a friend they can trust, and half the battle is won. Wonderama houses are tagged with a basic price and a list of extra-price options, similar to auto mobile pricing. Sales are well ahead of production schedules so house can be "equipped" with the standard options as requested. The company often sells land options in areas which are not even plotted. The customer selects his home plan and deposits $25 with Tynes & Burch. When the land planners have sited the nine models on newly opened acreage, depositors are invited in numerical order to select one of the several locations on which their house plan choice will be constructed. Guide to telephone interview The number you haee dialed rings, ami the party on the other enrl pick* up the phone and says: A) Hello Q) Mrs./Mr. John Jones? A) Yes Q) M rs. Jones ... this is Margaret Brown from Wonderama Homes at Highway 67 and Gus Thomasson Road. I just wanted to thank you for visiting us last week. We had a tremendous crowd at our opening and it was next to impossible to really talk to anyone. Tell mp . . . were you as favorably impressed as most folks were with the many new innovations you saw there, such as the beautiful high vaulted ceilings and the warm, cosy woodburning fireplaces1 A) Yes Q) You probably noticed we endeavored to offer what everyone considers a luxury home at a budget price, almost "custom built" to your needs. Tell me . . . Mrs. Jones, have you any young children? Or is your present home too small for your needs? A) Yes Q) Well then why not let me tell you about etc., etc. (Then talk about her interests ... a safe play area ... a home designed with children in mind, i.e., rpar entrance ac cessible to bath or kitchen so children don't track-up house . . . back yards, etc.j OR Tell me Mrs. Jones ... is your present home near any major shopping center? OR Tell me Mrs. Jones . . . does your present home have adequate closet and storage space? OR Tell me Mrs. Jones ... is your kitchen cramped and crowded with too little cupboard space? More Wonderama sales aids What make* peaple buy a home? IT'S THE SIZZLE THAT SELLS 'EM It's the emotional side that makes the sale, not the factual side. The sizzle appeals to the hearts of people; the facts--or the steak--appeal to the brain. When you tell a home buyer he'll have the finest home in the neighborhood, you are sizzling him. You make him dream about his neighbor saying, "Hey John, where'd you get such a fine home?" And remember, the heart is closer to his pocketbook than his brain. YOUR FIRST 10 WORDS CAN MAKE OR BREAK A SALE Your first 10 words w hen you face a home-buying prospect are more important than your next 10,000. In fact, if your first 10-second approach isn't a good one, you won't have a chance to use the next 10,000 words. Don't waste tune wtih fizzles such as those: "Interested in a house'" "What do you think of our new homes here?" "Fix you up with a new house today?" "We can move you right in if you qualify." Get up some real sales sizzlers. "If you want a fireplace in your home, let me show you three of our models, all with differently designed wood-burning fireplaces." "I don't think there's any need to worry about arranging for a trade of your present house, ft's very easily done." "I noticed you were admiring the vaulted ced ing. That's a feature you can have in any design . . . Lot me show you some othpr vaulted-ceiling arrangements we have." MONKEY-SEE, MONKEY-DO TECHNIQUE Most prospects will mimic an action through suggestion, f'tck up a sample of insulating ma terial. brush it softly to illustrate Us rich, clean texture and extend it toward the prospect. Chances are in 1000 that he will reach for the sample, brush it gently and nod affirmatively. That's showmanship in selling DON'T ASK "IF" --ASK "WHICH" \iwavs give the prospect a choice between Sumo'hing and Something, Never ask a question un less you are sure of the answer. Vi nr ask the prospect' "Would you like to own this house.'" IMtteailtry:" Do you prefer our Early American or French Provincial model?" An even better wav is to give the prospect a choice between something he or she imimI* and something he or she does nut want. For example: "Do you prefer the floor {dan with or without a wood-burning fireplace?" Refloat the following sentence six times em phasizing a different word each lime: "I Never Said He Stole Money." Then remember it is himyou say nhot you say. that counts. HOW TO GET NEW CUSTOMERS The fisherman likes spaghetti, yet he hails his hook with worms. Do the same thing with pros pects. I'sp a "lure" that they like, rather than w hat you like BE QUICK TO PASS ON NEW IDEAS "Have you seen the wood-burning fireplace located in the center of the room?" (Jr. "Have you noticed the new type of washable, fade-proof wallpapers we're using in these new homes?" BE FIRST TO CONTACT THE PROSPECT Don't wan for the prospects to approach you with questions. Greet them, introduce yourself, and make it eay for them to stop and discuss (he iiou.se with you. BT1 0 1 B 2 2 4 1? a minor market 115) TUI, 19 AN ADDITIONAL FOUR UNITS tor the Huey ['. Limit Motel m Winnhplrl. La. is typical of the small mmnu'rml jot**' >UI by Harrell Builders Supply. eople may be pretty much alike the nation over, but P markets for the lumber dealer and builder differ. Harrell Builders Supply, Winnfield, La., has developed a big busi ness in a small town by adapting their methods to the needs and the inclinations of the smaller city market. Winnfield's population is about 7,000, and the Harrell trading area, 20 miles in diameter, embraces 15,000 potential customers. Some say the Harrells succeed because they use big-city methods. True, their sales and display room is as modern and attractive as those in most big-city yards. The company uses many of the sales tools offered by the manufacturers, but partners Tom and Tracy Harrell recognize that some mg-city methods would fall Hat if attempted in Winnfield. For example: Harrell never offers a special sale or a re- duced-pnce special on one or two items of merchandise. Tom Harrell reasons thus: "Suppose we offer '4-in. hr plywood at a reduced price for one week to build store trailic. In a market of this size there are not enough people delaying t he purchase of 14*in. fir plywood that week to make any notice able increase in our store traffic or even our plywood sales. After all, 4x8 panels of plywood are not something you buy and store for some possible future use. However, over the course of a year, our fir plywood business is excellent." This means that sustained volume in all of their lines of merchandise, purchased regularly as the need arises, is the basis of their business. Institutional advertising, selling the entire line and the company's service, rather than specific items, is often the most effective source ol business m suen a market. Perhaps that is why the Harrell company has oenerited so handsomely from using Popular Home magazine as their principal, personalized advertising medium. Harrell likes the fact that Popular Home is consistent throughout the year: the fact that it requires their specific attention only once a year; the fact that it can be personalized to their market needs with local inserts and back-cover ads of their own choice, and especially because so many customers come in to buy items publicized in Popular Home. In addition the company runs two or three ads a month in a local news paper. These are usually general materials ads and some times purely institutional. Single Price for Small Market In the small market Harrell finds that a single price policy works best. The company offers discounts, based on the volume of the sale. Thus a contractor benefits when he buys materials for an entire house from Harrell. But a consumer enjoys the same discount if his order is equal m volume. In lOrtlui llui BIG VOLUME of llurrMI Builders Supply nustumers are do-it> ourselfers. such .is linnet llrmly uf Wmnf'ieWI. L;i. Tins mun has modernized Ins kitehen and i* shown tinudiint' a room addition. These two iy|>es of remodeling rank lirsl in Murrell volume. PANEL SHEETROCK WALLBOARD represents ID imn-enl of Harrell Builders Supply volume in gypsum wallhoard. because they recommend it to do-il-msseif homeowners as easy to work with. This bedroom is another projeei aci-oinphshi'd hy Kanel Brady. G lo r iai Major business continued a small market a multi-price policy is soon discovered to the dissatisfaction of the retail buyer. Harrell feels that a single price is fair because most contractors require as much service as a retail customer anyway. Often in this type of market, a complete bill of materials for a new structure or a major remodeling project is sold to the consumer, who hires labor only rather than a contractor who also supplies materials. The small contractor welcomes this type of transaction, because he then has no capital immobilized in materials, nor is he in debt for materials used in a job. Tom Harrell estimates that 75 percent of the company business is retail trade. Panel wallboard is big seller The power of suggestion has been proven by Harrell. They often suggest Panel Sheetrock wallboard to amateurs who are doing their own remodeling or building. By verbal sug gestion, and because they keep it in stock, sales have soared until now 40 percent of their Sheetrock wallboard sales are in this 16-in. wide material. Harrell recommends it be cause its light weight and finished edges make it easy to handle, and no joint taping is needed. Harrell sells it most often for nailing to studs, but sometimes it is adhered to under-surfaces. He finds strong demand for both ready-topaint regular Sheetrock wallboard and the pre-decorated woodgrained Panel Sheetrock. Popular Home magazine has also helped the Harrell company build its do-it-yourself trade, and in a town of this size it is naturally a major item. The exclusive Popular Home Handyman Plans attract these homeowner craftsmen to Harrell, and a materials sale usually follows. The Harrells offer all possible advice and help to these people. Free service also includes cutting plywood and threading pipe. Floor covering, plumbing supplies and fixtures came into the Harrell line of merchandise when they abandoned the appliance business. This followed a New Year's resolution: "Don't sell anything that runs," which they honor in spirit, and with few exceptions, in fact. Tom Harrell discovered that inevitably appliance sales included customers whose servicing demands became unreasonable. No matter when the seller decides to cease satisfying unreasonable demands, the customer becomes dissatisfied, and for the sake of the $200 appliance sale a much more profitable materials sale might be lost in the future. Harrell Builders Supply show's the effects of its owners' alertness to developments in their industry. They are good students of their trade magazines and association-sponsored meetings which keep their thinkingcurrent. But theevidence is also strong that what they learn about modern merchan dising methods is tempered by what they know of their own special market conditions. There is no effort to fight their market for the sake of inaugurating new methods; only those which fit selling conditions in Winnfieid are adopted. Thus is built a big business in a small town. pmri 1 EXTERIOR of "House That Blends With Nature" as first shown in Popular Hoke. \ \ \'W.i.\xtl' J t j^ f- fr _r' fen j . KITCHEN OF WINNFIEID VERSION of Popular Home's "House That Blends With Nature1' built by family who saw it in magazine. COMPIETE NEW HOUSE job sales often come (u Harrell Builders Supply liecause they sponsor Popular Home magazine, ami blueprints for bouses shown in the magazine are available locally only through Harrell. This is living room of house built in Winnfieid from Popular Home blueprints that Harrell obtained for the owner. m UVO Urt ru Ul pj 7 new GLATEX shades pre-tested for sales appeal Walter Granville, noted color research specialist, styled the Glatex siding line in America's most salable colors. Subdivision harmony assured Neither can you go wrong on color harmony. Alternate Glatex colors as you will. Plenty of variation--never a color clash. The side with color, of course! GLATEX for cost-conscious buyers The exclusive china-like surface of Glatex asbestos shingles gives the cost-conscious prospect additional rea son to buy a GLATEX-sided house. Washable surface cleans like a china dish. The shingles never need repainting. With "Shadow Accent," houses look longer and lower. There is a GLATEX color for every taste Ask your U.S.G. salesman about Glatex siding or address your inquiry to Business of Building magazine, 300 W. Adams St., Chicago 6, 111. t.m.r.,,u s.p.cos. GLATEXstick to siding and you can't go wrong on color i Q "fc<^^United States Gypsum ' the greatest name in building mfr Restore the good... remodel the bad Speculative remodeling offers profit opportunity for builders Ou> neighborhoods are joining new subdivisions as prime profit opportunities for imaginative builders. An older home is often the best answer to a family's needs. An increasing number of prospective buyers in a)] price brackets are unwilling to accept the inconveniences of in creased commuting time and expense, the choice between a marooned wife or the added cost of a second car, and the iear of special assessments and rising taxes that are the most frequently cited penalties of new development living. i >n the other hand, proximity to work, public transportation and an established neighborhood are rarely enough, in themselves, to make an older home attractive to today's home buyer. Modern kitchen and bathrooms, up-to-date heating and other present-day conveniences are also high on the list of requirements. The solution is speculative remodeling. Using their techni cal know-how and experience, enterprising builders can meld the benefits of both old and new into an attractive, salable house which will net a respectable profit. A prime example of what can be achieved is the 70-yearuld house recently purchased and remodeled by architect Ralph Rapson of Minneapolis. Located just five minutes from his University of Minnesota job as dean of the School of Architecture, the old mansion is in a neighborhood that continued STATELY EXTERIOR of restored mansion Mends -vitli surroundings while remodeled interior 'Meets loiivonienees of modern living. in csioaa Restore the good continued BLEMISHES in old interior wails and ceilings were easily concealed by Sheetrock gypsum wallboard and Perf-A-Tapb joint treatment. Original oak floors were sanded and reflnished. mt hasn't had a vacant lot in years. I/oration ld Rapson to re model the older home rather than build in an outlying area Successful remodeling depends heavily on the good judg ment to recognize and preserve good features of the original structure. Dean Rapson elected to retain and restore the original exterior beauty of this stately old mariMun The mustard-colored paint applied as an up-dating g^turr t y former owners, was covered with traditional white, which immediately restored to the house its original grandeur. Inside is a different story. To obtain maximum hr*t-iWr living area, several short partitions were removed. Fireplace and chimney were stripped to bare brick and exterior walls were pierced to replace small, old windows with large, new ones. The result is an airy spaciousness between entrance way, dining room and living room usually found only in high-priced, custom contemporary homes. Smooth new interior wall and ceiling surfaces were easily obtained by applying Sheetrock gypsum wallboard over the old plaster. The original oak floors were left intact and refinished. A few coats of paint, modern kitchen and bath room fixtures, and the transformation was completed. Today, the Bapsons enjoy the benefits of modern living combined with the advantages which can only be found in older, established neighborhoods. And, these benefits were obtained at a lower square-foot cost than is usually possible in a new home. m FIREPLACE WAS STRIPPED and painted to contrast with smooth walla and ceilings covered with Sheetrock wallboard. RALPH RAPSON, architect, who proved remodeling potential of older homes. ARCHITECT: RALPH RAPSON, A.U. DRYWALL CONTRACTORS: DELLAS ANDERSON. FRANK SURER GENERAL CONTRACTOR' F. OSCAR WALLANDER a 'Ts5*v 9 12 !-*' thick poster board, 14r wide, 8 it. long -Taped and feathered joint Wood brace inserted ~at H-ft. butt joints Drywall salesmakers, techniques you can try ariety is not only the spice of life; it also helps Vdrywall contractors to succeed! Faced with competition from a growing number of construction systems and materials, these contractors have developed custom techniques to obtain merchan dising advantages. The success and ingenuity of these innovations make them valuable additions to every drywall contractor's bag of tools. LOW-COST DRYWALL COVES enver's Colorado Drywall Co., headed by Herman D Emerich, is providing a low-cost cove to buildercustomers who desire a custom appearance for ceilings. The cove starts with braces (see diagram) cut from 1-in. scrap lumber nailed at 8-ft. intervals along the ceiling-wall joint. They are 90 angles with an 8-in. radius circle cut from them. The leg nailed to the ceil ing is 8 in. long and in. thick at the end. The leg nailed to the wall is 7 in. long and tapers to a sharp edge. Notched doorstop is butted against the ends of braces on the ceiling, and strips of heavy artists' poster board, 14 in. wide by 8 ft. long, are curved and nailed to the braces with ends butted over each brace. The leading edge on the ceiling fits to the notch in the door stop. The edge that meets the wall is tapered for a tight fit. Ceiling and wall joint and the butt end joints are all concealed with the Pkrf-A-Tape system. continued rj rjl 13 ioaa Drywall salesmakers continued GYPSUM WALLBOARD OVER MASONRY ough masonry (formerly an outside wall) is trans- Ri formed into a smooth interior wall when contractor Paul W. Sholtz, Clarendon Hills, 111., tackles room ad dition. Using a single notch adhesive spreader, Sholtz applies wide ribbons of Perf-A-Tape Cement (Embedding Type) approximately 12 in. apart on reverse side of gypsum wallboard. Prepared board is applied to masonry surface with moderate pressure and braced at abutting long edges. Bracing is removed after 24 hours and joints finished with Perf-A-Tape system. System is limited to interior partitions above grade. ADHESIVE APPLICATION of gypsum drywall over brick vail (formerly the house ex tenon easily creates -inooth. interior partition for room addition. HEAVY-TEXTURED CEILING idely used on the West Coast, but rare in other areas, W is the heavy-textured spray system for coating entire drywall ceilings. The photograph shows workman spraying a mixture of heavy-bodied Texoute texture paint and vermiculite for Drywall, Inc. of Portland, Ore. The location is a house in Belleaire subdivision. WORKMAN SPRAYS single coat of Tkxolitk Texture I `Hint and \erimcuhie mixture over Shketkock gypsuu Millboard ceiling to simulate acoustical texture. ___ V* 23 x r? `Mr >43 Mi SH3 f $ LF.3 I -:acya8gamsI -'v i S-. 7 ,1 I "/ill AT HIGH ALTITUDES V ukv'.s professional dri-wall CO. of Denver improvised method of hoisting pre-cut Sheetrock wallboard to the in ar. of the Berkeley Presbyterian Church ceiling which oa the cost of elaborate scaffolding and extra labor. It ir owner Larry Blatt the entire wall and ceiling job on this *hng project. A "scaffold crew" took measurements and <i them to the "ground-crew" below, who cut and fitted urd and hoisted it up for nailing with block and tackle, me was not loosened until the %-in. board was tempobacked in place; thus men on the scaffold did not carry ,ght of the board. The fitting was complicated by 80 indows spaced at random at both ends of the church. ROILING SCAFFOLD was all chat was needed to do this high drywall job by Larry's Professional Dri-wall Co. ` fiver. Larry Biatt's crews shouted dimensions to men <r where panels were pre-cut before hoisting. m PERF-A-TAPE CEMENT COATING uality is the keynote of Atlanta Drywall Company's Q builder merchandising program. Among extra fea tures offered as standard service, owner Edward Kay covers all ceiling surfaces with Perf-A-Tape joint cement applied with a long-handled roller and scraper. This operation is the sole responsibility of a two-man crew, operating from their own truck. The uniform suc tion and all-over white appearance resulting from this extra effort provide a perfect painting surface, and one that can be sanded smooth before painting if a rough spot should occur. ENTIRE CEILING IS COATED with Perf-A-Tape cement applied by roller and scraper manned by crews of Atlanta Drywall Co., Atlanta. Cr< jm V 3 \ Wl A K0 '; *;i us i:> DO NOT FORWARD Return Postage Guaranteed United States Gypsum Company 300 West Adams Street Chicago, IK. Hr. R. R. JicCUyton Aivartising Service Manager Dept. VZZ bik. rte. Permit 780 another great new paint joins the Texolite* line! GRAND PRIZE \ -\ Poly-vinyl acetate base...21 fashion-rated colors! your one-source supply for quality paints and surface preparations M-oa Texolite Grand Prize is a new-type flat pf.int that covers most interior surfaces beautifully, effectively--including new plaster, new concrete, and primed metal. Grand Prize dries fast, can be second-coated the same day. It is available in 21 beautiful fashion-rated colors and offers high washability. For more information, see your Texolite Paint dealer or write United States Gypsum, Dept. 144, 300 W. Adams St., Chicago 6, 111. T.M. Ret- U S. P*t- Off. UNITED STATES GYPSUM the greatest name in building to o m nj iu oo