Document wKJoXmJqmdXB9aYv7mJazqgE

smmtmmmmmsf&wm j*!*l|PHWwqKss^^ LIA15761 11 IPw u*w tin'-i-- lanhffmVi'i TBO f*dsr. IUn*r. yiitojeml hMMI Tm't i all beard the definition of a specialist -- "A nan tdto knows --** and wore about las* and loss." I don't think any of u* on tha L.I.l. staff are quit* in that category. Wa hara been forced to specialise to a degree because of the eeeqilexity of the field* we serve. But tdile we try to giro the architectural problem* to Ed KartIn and the cerasdo questions to Jerry Sdth, there is always tha urgent phone call that oaaa* in during ooa of their trips -- and Z think all of tts are able to produce emaible lnforaation and answer* to the questions that 11s outside our focal interest*. In ay ease thaea interest* are lead-ocid batteries, sound and ribratioo -- working usually with Id Martin on tha latter -- and tha design and production of our publications. Adda frcn LEAD, wa print a doaan or so publications in an arurags year. These range fran reprint* of artidee -- usually aads for us by the nagstins in t&ieh tha article appeared -- to twelve-paga, two-color brochure# like "Power with Vo Strings Attached" or the architectural flyer* like our pools and planters or roofing publications. Wills there i* no angle or apoelai*--rlt in tha way we propared these, it should interest you to know that the aany atne -- copywriting, layout, art and illustration, production planning and scheduling, proofreading, galley correcting, page paste-up, etc. -- are handled alnost axluslvaly within tha L.I.A. staff. Considarlng tha also of tha staff and tha Multiplicity of tasks it handles, this is rather interesting in Itself. Thar* would b* no surprise in tha fact that three naa could run a cotton farm, but our situation 1a nore Ilka three an running a rayon plant. Aside from the novelty of the situation it --ana that we can often do a two-color printing Job for the cost of a .'ingle color, or a 12page piece at tha cost of an 8 pager. And I think we can claim, without 1--odssty, to have so-- excellent prcnotlonal literature working for us. 1 hope you will taka tlas to look over tha display of our currant literature bar* at tha aroial --sting. Probably tha nost successful piece of literature we're done recently has been the truck cost calculator. This one is of special interest to -- for it falls in ay bailiwick of battery promotion. The quick calculator was baaed on earlier published studies, but was presented in a new fora so as to be easier to use in solring U* cccaaa cost problsns of naterlel handling. L.X.A. originally entered a print order of 37,000 for this 12-p*s publication. Only 5,000 of these war* for our us# -- the balance bed been presold, at cost, to electric utilities, battery namfacturera, truck Manufacturers and other*. Despite this wide distribution, wa were forced to reprint the piece bringing the total up to 73,000. These new copies were also aold at cost, in bulk. In addition, we know that the piece has been translated into Oeraaa, french, Swedish, Danish, and Korwegian, Spanish, and Oreak. Wa estimate that that* ere between 100,000 and 120,000 oopiea of it in circulation and -- have had re quests for it fron arary continent. All this for tha cost of 5000 printed oopiea -- a pretty fair teoordl "fewer with lo Strings Attached" is apparently earring eoe of the pur poses for Wiieh it was designed quite well -- alerting the buying public to tha variety and oonvanienc* of battery powered device*. We'v* had a good aany letter* which begin "Where can X buy tha ..." It la too early to point to conspicuous tucetae In th* othar goal v* sat for "So Itringa," wlnnirg designer* end new product people to th* idea of using battery power. We have had an eooouragingly anthuaieetie reoeptioo fron several editors, however, and our invest--nt in this praotlonal idea m? 1 "W ispw^spsneawi wmm ' 'j KiAiiuiiMmi L IA 1 5 76 2 MiWi ads* *MlMia>l,.'dWI>ifiI ftp IT Tin 1 Bruoe fader __ _ __ _____ j 1Q Mill shortly realise k m "capital gains" In tha fora of feature artidaa in Steal itjuiM and Machine Pesim uagaslns -- two of tha outstanding technl cal publlcationa In their fltlili. I Oar work on tha naa of load for ooundproofli^ haa generally baao qplte different tram our work with battarlaa. So well-organised body of technology exists in tha acooatica flald. There ara no large manufacturers of leaded acoustical produeta wa can torn to for reocnoandatione or practical guidance. for thl* reason, our publicity haa occaaionally landad ua in tha Interesting position of facing a potential customer idioaa attitude la, "Okay, you're oonvinoad aa Z ought to try load -- low, Just bow do Z proceed?" Caually, thia raaulta in formatting wa hare a Uadi eon Avaena addraaa. Id Martin and 1 roll up our aloaraa, gat oat a block of drawli* paper and bang heada on tha problaca of converting aoouatical theory into practical design. Tha attaopt usually leaves Ed or myself mittorlng for a while. However, tha three jobs ediloh wa hara followed through to ccepletlon -- actually naar-c^>latlon in ana eaaa, hare glran acoustically satiafactory results. And whlla wa hano't hasp able to foreee all tha practical problans of construction, wa hara beep ahlo to suggest details that can be built without urnanal difficulty. 4 The first of theae three was, of course, tha franklin Institute sound lab. Since it is reported in full in tha issue of IAD st tha back of tha rood, I won't go Into detail hare. Ua achieved a 13 db laftroranant for Wist tha aenlnr anglrwor described as a "raasooabla ooat." Tha second lead soundproofing job was in our mb office. Ed Martin des cribed It at the annual nesting last year. Teu'll recall that be was able to cron a six-inch wall perfomanca into a bars 2-1/4* of apace. Our final collaboration is tha polygraph roco at the Bergen County Court house in Hackensack, Hew Jersey. Too're probably nora fanlliar with tha polygraph than its called a lie detector. Their problem was quite an interesting oosi t- trsa quiet was needed during questioning with tba polygraph. Apparently the highpowered technology of "galvanic akin response," pulse and respiration rates and the other variables which the nachine nessures hinges o p a sort of cathedral-like sgretieal alienee. Unfortunately the only space which was aTellable for the polygraph test roca was an office cubical with thin steel partitions for walla. In the aldst of a fruitful session, the tdiols psychology of the situation was frequently shatter ed by a about in the corridor such as "Hey Charlie, the coffee'a beret" These very unallant interruptions have spoiled acre than a few testa. We undertook to quiet the roco for then using sheet lead, four pound lead was cut into squares 20 inches on a aide and pasted right to the wall with Contact ceosot. We have been able to show an isprovsoent of 13 db in the ability of the walls to stop sound. This Is quite a considerable accompli shrant and. In fact, about as auch li^srcraaerrt. as could have been nede without teerii^ down the original Structure and starting frea scratch. Ue expect that with the addition of alight peaking noises -- probably a anill fan or air eondltlooer in tha roca -- the arranga* aent will be completely satisfactory. Thia aqhatloally does not aean that we've opened any vast new market for lead -- but we have solved a new type of problem and learned what can be eeocapliab- ed and at diat cost. Ue've also learned a few acre tricks which can help on the next job.