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t n :n -/ * am .-i. - B ` . '! /.' VJ 'J ''TT USI rTM**TM"' _ j n'.' >:r> rv'.-?' - '^-:v.. r*-.< - -.: . 'TL-; ^------ -.* .. y :" V .'. 7.^. :- '., - .-; OF r- ' V -r:- ' i33 : -;-' . .'; > '' ',v> r.':'.i.- ISSUE 4 1960 |F PLAINTIFF'S EXHIBIT A-:'^-'--; T .:-..v* . a, vj- ;\-n: ,. ?"' -^.v :-: ; VTMt r - .>:" ''': - 'i -- - - . - - USG-1780 ' '-c-r: a. -W ^>V - .1-- ^>4^-- -t A -;/->T^ vi>v',;- -: '< ^-r -; y - ...gmmvm A'-AaV:'. :W'AVr-'-sA~ . .' ."`-A.;,-' '.:.' ' ' ' '' . -gHjf: ' .. r.;;ffiv -;:-..0- ^ C^-^: V-^^' 'Sf' t^''-N1'^rV - ..`v;-?;. :..... 1- ;'* ` = o: . y>/- nv , -;-. ^ './*. --;;V; ;-/ - ...-^ *. --. . ;-vr,- ' - -:3- '., _' '' ' t'S "* ** *'' ,.-i,jT" ; . \< -l: ' THE BUSINESS OP BUILDING MAGAZINE a United States Gypsum publication serving the construction industry-- architect, builder, dealer, journeyman. 300 W. Adams St., Chicago 6, III. Elmer H. Johnaon, editor L. J. Lovejoy. associate editor J. C. Miller. ART DIRECTOR NOTICE: The following trademarks are owned and or registered in the United States Patent Office by United States Gypsum Company and are used throughout this magazine to designate products manufactured only by that company: Sheetrock (gypsum wallboard), Texoute (paints), Red Top (plaster), Perf-A-Tape (joint treatment). PHOTOGRAPHS in this issue by Julius Shulman, Los Angeles: Hedrich-Blessing Studio, Chicago; George Lyons, San Diego; Dan E. Olson Studio, Fargo. N. D. COPYRIGHT 1960, United States Gypsum Company FULL INFORMATION about the many products for construction manufactured by United States Gypsum Company is available from the nearest of the following district offices or from your local United States Gypsum sales representative. ALABAMA ARIZONA COLORADO CONNECTICUT FLORIDA GEORCIA ILLINOIS INDIANA KENTUCKY LOUISIANA MARYLAND MASSACHUSETTS MICHIGAN MINNESOTA MISSOURI NEBRASKA NEW JERSEY NEW MEXICO NEW YORK NORTH CAROLINA OHIO OKLAHOMA OREGON PENNSYLVANIA RHODE ISLAND TEXAS UTAH VIRGINIA WASHINGTON WISCONSIN Birmingham, TR 1*0301 Phoenix, CR 4-6272 Los Angeles. NO 5-5721 Oakland, LO 9-3020 Sacramento. Gl 3-1989 San Diego. BE 3-6663 San Francisco, LO 4-8680 Denver, FL 5-7387 Hamden, AT 8-1607 Jacksonville, FL 9-1628 Miami, PL 4-4553 Atlanta, TR 5-4701 Chicago. ST 2-6100 Peoria, PE 2-5478 Indianapolis, CL 1-2208 Louisville, TW 5-9478 New Orleans, HU 6-5716 Baltimore, ID 3-1600 Waltham, TW 4-2160 Detroit, WO 1-6171 Grand Rapids, GL 6-8611 Minneapolis, WA 7-9911 Kansas City, WE 1-1388 SL Louis, PA 1-1133 Omaha, 551-6166 Clifton. GR 2-3900 Hohokus, Gl 4-7300 Albuquerque. AM 2-2457 Albany, IV 9-2559 Buffalo, WA 3427 De Witt, Gl 6-1291 Hempstead, IV 3-1024 New York. PL 9-6580 Charlotte. ED 2-5023 Raleigh, VA 8-5441 Cincinnati, UN 1-6072 Cleveland Heights, FA 1-4141 Oklahoma City, CE 2-2407 Portland, CA 7-2518 Harrisburg. CE 4-3251 Philadelphia. GR 7-6500 Pittsburgh, LO 1-4600 Warwick. RE 7-1100 Daltas, FL 1-5386 Houston, JA 4-7448 San Antonio, CA 6-3175 Salt Lake City, EM 4-5646 Arlington, JA 5-3300 Richmond, EL 9-4008 Seattle, ME 3-0745 Milwaukee, BR 6-5672 1 BB027 1909 Hav* you vr drrn*d of living in a homo with a 5S? j/Vv }{rma -fci (VTRJN QROMMOKT HILLS IS YOUR HOME KEEPING UP WITH YOU? tnaMi in gr 4o fw witty inwiUifliii| is duly tvaunoua nmuionn' D yourdvid/an ha umr ww aro/wu Mirvac* la Uw Uouly rooa and tMu awn wirtn--it paoe* Do you Mr* rwtr ifon l p*be* tad tomcat Is* Joufi(wi( lb* aua? W*d. d ynu oon t no* you {yrtamiw will w toon it vou roo' bia Hooa lor FI*(tni Lu>|. Haro in tom* moro featura youII piat lora a lb* Homo* lor EJayant Um( Toko your pack. 4 1 mirror* la tno crUiaf apart from lha rtuioran I ' i A T?: 1 ,t II SurpruiAC ta il may nm. you cu attain ana aI Utttt Homoa lor Eli(ial L>mn with *a Ltd* u U MO down. U th* lamJy umm it 112 000 or ifw purthaa*. Thar* in lorry poaibl* cemlnnationa. pnrvd lr* mjU Smutad in parturaaqua dt Hafea-Craaaflaoat FeoUuUa, lha Hama* (or Elafanl Lmni adar hrvaihtahmd mountain >a*t Moddi span dadr. ant tel pm A.j.s.-'IJ ^3 $8 m mm SEVERIN GROSSMONT HILLS IBUlWl Dnrlr'U HwmlliJ lirUM warn Wm HaM tar Ctaianu Lmn* IV- Tf '4 The bait that makes them buy "Is your home keeping up with you?" 'TTAVE YOU EVER lived in a house with a 63-foot living JT1 room?" "Is your home keeping up with you?" Anyone with an ounce of class-consciousness catches head lines like these right between the eyes; and that is where Severin Construction Co. aims its advertising in San Diego, Calif., newspapers. This advertising copy theme is called their "discontent" series by Dan Grady, a principal in the Severin firm. The objective, he explains, is to stir up people's discontent with what they have and to stimulate their desire for the things that Severin houses offer. When Severin's Grossmont Hills subdivision near San Diego first opened, their advertising emphasized the wellknown names and reputations of the men behind the project. These included Nels Severin, a past president of the National Association of Home Builders; Grady, who formerly was active in Long Island, N.Y. home building, and Edward H. Fickett, probably the best known of all subdivision archi tects, and the designer of the Grossmont Hills homes. The campaign stimulated this reaction--"if these men are doing it, it must be good." Encourage trade-ins More recently the company's business has reached a new phase--one that has been common to all San Diego builders. It is a definite constriction of the market for houses created continued 1 (OPPOSITE) BUILDER'S NAME AND REPUTATION received major emphasis in advertisements introducing the new Grossmont Hills subdivision. 2, 3 ELEGANT LIVING, simply stated, was a follow-up theme. 4, 5 DISSATISFACTION with existing home, and suitability of Severin homes for "entertaining in truly luxurious surroundings," are exploited in later Severin ads. 6 TIGHT-MARKET ADVERTISING takes "buying is easy" theme by offering to accept buyer's existing house in trade. BB027 1910 The bait that makes them buy continued GROSSMONT HILLS HOMES ARE PLASTERED by Subcontractor A. B. Kear. Severin sales people recognize sales advantage in a plastered house. EXTERIORS ARE LANDSCAPED in CaliforniaOriental manner with extensive use of gravel. 38' 6' AWARD-WINNING FLOOR PLAN was developed by Edward H. Fickett, architect, for a Grossmont Hills model. by a slump in part of Convair Aircraft production at the local plant. To meet this, Severin advertising has turned to the theme, "Your present house is as good as cash in buying a Severin home." Thus they are encouraging trade-in buy ing, a practice Severin has employed previously, but never stimulated by advertising. Good design and elaborate display models are two tenets of the Severin sales policy. Severin's architectural costs average about $250 a unit, and the company is convinced that they are among the best-spent dollars in their entire budget. The good planning resulting from professional archi tectural talent is immediately apparent even to the most untrained prospect, according to Severin sales people, and tips the scales of preference to their houses the minute the prospect enters the furnished models. This good first impression is an important sales asset in so sharply competitive a market. The fundamentally good working plan makes people like their .louse after they move in, and, through the years of living with it, they spread the word of their satisfaction in a manner that is most advan tageous to new house sales. Price range for Grossmont Hills houses by Severin is $29,500 to $35,500, and the company's average purchaser is in an income bracket of $975 to $1100 per month. San Diego imports many skilled people whose incomes match their skills, and it is this group that is a major market for Gross mont homes. To reach these prospects as they move to town, Grady maintains close contact with personnel managers. They are invited to Severin receptions and openings, often are visited in their offices and supplied with Grossmont Hills literature which is sometimes passed on to a new employee who is seeking housing. Severin likes to have six or eight completed houses on hand as an incentive for people requiring im mediate occupancy. This is accomplished by building on every lot in a block as that street is being developed, whether or not all of the houses have been sold. Build public confidence Grady's public speaking schedule is also advantageous to the company. He addresses clubs and service groups on variations of a basic theme: "Research in Housing." Severin can trace a number of sales to the confidence Grady creates for a company which has obviously researched the housing business so thoroughly. The Severin organization reaches outside of its own payroll for special services. In addition to developing the four basic house plans and variations for Grossmont homes. Architect Fickett does the siting and exterior color styling for these houses. The company's advertising program (see examples) is professionally prepared by Phillips-Ramsey, a San Diego advertising agency. Subcontractors do all of the construc tion functions on Severin houses except carpentry. The company maintains its own sales staff, provides help with financing, and negotiates its own trade-in housing busi ness. Savings and loan companies finance up to 80 percent of Severin house sales. On about 30 percent Severin takes a second mortgage of up to 10 percent of the sale value, and on another 30 percent they accept a trade-in house. While the trade-in business complements the new house o 4 business, it has many ramifications all its own. It meshes nicely when the sales people meet prospects at the new house site who are not financially able to pay the new house price. They are then referred to the trade-in house sales division, an entirely separate sales organization. All houses received as trade-ins are repainted throughout the interior whether or not they are badly in need of re painting. "We realize that the used house is competing with newer houses, some in the same price bracket," says Mr. Grady. "Thus the older house must look as clean and smell as clean as a new house." The Severin organization has taken in trade and resold as many as three used houses in a chain reaction resulting from the sale of a new house in Grossmont Hills subdivision. They even accepted a house in Des Moines, Iowa, in trade on one of their new ones, but this is not general practice and occurred only because a tie with a Des Moines real estate outlet made resale easy. The trade-in house sale is promoted on the basis of an established yard and neighbor hood, a predetermined tax structure, time-tested schools, churches, streets, shopping areas and other facilities, includ ing experienced residents as neighbors. Thus the Severin organization shifts sales emphasis to meet changing needs, but is not diverted from its basic principle of offering a professionally designed, well-con structed house aimed at a single predetermined market. It is a policy which has not only won awards (best California house of the year), but has built a business of enviable pro portion and reputation. Severin and San Diego are both the better for it. HOME MOOELS are completely and elaborately furnished. Notice that furnishing is not overdone, nor does room have "loaded" or heavy look. Ill-planned model house furnishing can be sales detriment to an entire subdivision. SEVERIN SUPPLIES house purchaser with quantity of postcards on whicb their new house is pictured. The address side contains invitation to friends to come visit buyers in new home. 7&i )hmtA fa {(ffamt Ik* a fueLtte 0^ hem Uomt aI Seoe'u* Q'uyiAmatl gtitili. i*l**ai*d m. Ut Q*u>i4mo*U-Mt. ottehx tfooliulU 0**u Ue tU itxm Qu\ addxeii / (4J.& M&ui. CaltfauuA COVER: TRADE-IN HOUSE POLICY has been responsible for numerous sales. One instance developed a chain of four sales and trade-ins, including the new house sale. All four homes are pictured on cover. a OJ o to vo 5 to U.S.G. ads kindle demand for new homes LIVING HOUSE & GARDEN SUNSET house beautiful: | AMERICAN HOME : i; 6 ew homes move to first place on America's list of status N symbols in the "Living's Great in Homes Today" ad vertising series sponsored by United States Gypsum. Reaching millions of readers through advertisements in House & Garden, Living for Young Homemakers, House Beautiful, Sunset and American Home, the campaign sup ports NAHB's recent call to stimulate public interest in new homes. Central theme for each two-page ad is a full-color photograph illustrating a single phase of modern living en joyment. Copy highlights the many advantages offered only by the new designs, building 'eehniques and living con venience found in today's homes. As a general endorsement of new home construction with out a specific product tie-in, these U.S.G. consumer ads serve everyone in the industry--builders, subcontractors, architects, dealers, realtors and lenders. They also enhance locally sponsored sales promotion efforts with the prestige support of a national advertising campaign. BB027 1913 Teamivork of Dealer, Savings & Loan builds sales with One-stop home improvement package E STOCK building materials--but we sell service." This is the way John J. Gartland, vice president of Franklin Park Lumber & Fuel Company, Franklin Park, 111., sums up a new merchandising policy that is reaping record sales results for his yard. Initiated to increase retail sales, Franklin Park Lumber's customer service program includes a merchandising tie-in with a savings and loan association, on-the-spot financing service, and free estimates by a reputable contractor. "The majority of our business has always been with con tractors," Gartland explains. "But about a year ago we decided to go after our share of the growing do-it-yourself and home remodeling market." To avoid the headaches that come from competing on price only, Franklin Park Lumber decided to attract retail customers by emphasizing quality and service. "We feel that selling materials is a thing of the past," Gartland points out. "Today's customer has a remodeling dream in mind and only a vague idea of the material and construction needs and costs. Furthermore, he works at least five days a week and doesn't want to spend his precious weekends running from lumberyard to contractor to lending institution. A onestop, complete package service is what he is looking for." Provide Financing Service First step in setting up the new service program was to arrange an easy financing plan. "Think of a major home re modeling and you think of credit," Gartland says. "We felt a workable financing plan was vital to our service program." At the same time that Franklin Park Lumber went look ing for a lending institution, Lincoln Federal Savings & continued PRIME LOCATION near main entrance receptionist indicates important role assigned to Home Planning Center by Lincoln Federal Savings^ Loan Assn. 5HEETROCK DISPLAY on swinging panels, enables homeowners to select pre-decorated gypsum wallboard finish for remodeling projects without special trip to lumberyard. COMPLETE BANKING FACILITIES across lobby otTer immediate finano ing for home improvement projects worked out in planning center. One-stop home improvement continued Loan, located in nearby Berwyn, set out to find a building materials dealer. Lincoln Federal president Frank J. Kinst needed the cooperation of a lumberyard to fulfill his longheld desire to provide a Home Planning Center service for customers in the Association's new building. Although located more than 10 miles apart, the two firms learned of each other's interest and worked out a reciprocal agreement. Under the arrangement, Lincoln Federal de positors can plan home improvements without visiting a lumber yard and Franklin Park customers are able to obtain credit without entering a lending institution. Key to the agreement is the Home Planning Center. Located near the Association's main entrance information desk, the center includes a library of home decorating and remodeling books and a table and chairs for customers who want to plan home improvements. Working through Franklin Park Lumber, United States Gypsum Company provided a special display of Sheetrock gypsum wallboard showing the different types of finishes available, samples of Texolite paints, and Glatex siding for prospective remodelers to examine and compare. National Plan Service agreed to offer low-cost blueprints of new homes to Lincoln Federal cus tomers, and a local interior decorator furnished miniature model rooms. Copies of Popular Home magazine, published by United States Gypsum Company, are also provided as a source of remodeling ideas for homeowners planning improvements. Joint sponsorship of the Popular Home magazine program by lumber dealer and lending institution is becoming in creasingly popular. This arrangement enables sponsors to double their circulation without increasing budget, and a special ad series is included to insure identification of both sponsors. Once the homeowner has decided on his remodeling plans, Franklin Park Lumber provides a free estimate of material and labor costs for the proposed project. "While we don't suggest that customers purchase their materials from Franklin Park Lumber, we do endorse the yard," says Lincoln Federal's John Burchardt. "The fact that they provide so much help in the planning stage is usually more than enough to clinch the sale." After working out their needs in the Home Planning 8 Center, homeowners can walk a dozen steps to the Home Loan Department and apply for a loan to meet the cost estimates provided by Franklin Park Lumber. "In this way the prospective remodeler can make all the necessary ar rangements under our roof and avoid tramping around several lumberyards in search of the materials he wants," says Burchardt. This single-stop service is also available to customers at Franklin Park Lumber. After selecting the material required for a project, homeowners may discuss financing with the yard's credit manager. Credit applications for large amounts are forwarded to Lincoln Federal three times a week. On small projects a telephone call to the Association is fre quently sufficient to obtain loan approval. When major re modeling work is involved, Lincoln Federal sends an appraiser to look over the job before acting on the applica tion. In either case the customer gets one-stop serviceplans, material selection, cost estimate and financing. "Best indication of the popularity of this complete package service is the fact that 75% of our major purchases are financed through Lincoln Federal," reports Gartland. "In fact, it is so convenient that many of our biggest contractorcustomers have also switched their financing." Comparing his first year of "selling service" with previous years, Gartland says "Our sales are the highest in 15 years, our credit problems have practically been eliminated, and we've wiped out the time-consuming quibbling that inevitably results from relying on price alone." U5 H-* U1 with new frleavnergsee- insulating blankets Vapor barrier side in breather side out. There is no other way to install insulating batts or blan kets satisfactorily. In special situations this has been difficult until United States Gyp sum recently introduced its USG Reverse-Flange Insulating Blanket. Now, this product makes it easy to apply batt blan kets to floor joists over crawl spaces, or in ceil ings by working from the attic floor above, or be tween studs in an exterior wall section being pre assembled on a jig table. The USG Insulation Blan ket with Reverse Flange, can be stapled to the studs directly beneath the sheathing. The improvement is en tirely one of convenience. The USG Reverse Flange Blankets contain the same highly resilient min eral wool that has made the regular USG Batts of all thicknesses a pre ferred insulating mate rial. See your U.S.G. sales man. He can make the tough places easy foryou! 2 hrS./46 db. with drywall New U.S.G. system screws gypsum board to metal studs ail pops will soon be as rare as wood lath as a result of Stud Partition provides as much as two-hour fire rating and N a new screw-on gypsum drywall partition system per 46 decibel sound transmission loss depending upon the ap fected and released by United States Gypsum Company. plication method. Tailored for commercial, institutional and industrial new Custom-designed metal channel studs used with the non construction, the revolutionary USG Metal Stud Partition load bearing partition are available in l^-in., 2! Gin., and System also adapts easily to remodeling existing buildings. 3'j'g-in. widths and in lengths up to 16 feet. They will ac Keys to the partition's outstanding performance are the new commodate J-s-in., JG'in. or j^-in. single layer Sheetrock. self-tapping USG Drywall Screw and roll-formed metal studs. Low material cost, speedy erection and versatility make The 1-in. Phillips head steel screw is driven with a Black the USG Metal Stud Partition especially attractive to con & Decker ScruguN. An unique depth control accessory for tractors. Architects find the system's low weight factor, as the drill drives the screw to a pre-set dimple depth without compared with other commonly used partitions of the same harming the surface of the Sheetrock gypsum wallboard. thickness, a source of substantial savings in structural design. Tests reveal job speed is equal to or faster than conventional Considered alone, the USG Metal Stud Partition repre nailing methods. sents a valuable new method of interior drywall construc The system's versatility permits both horizontal and tion. Taken with United States Gypsum's other four new vertical gypsum drywall application. In cases where in gypsum drywall systems, it gives architects and contractors creased strength, greater fire resistance and sound trans every reason for using gypsum wallboard in all types of com mission loss are desired, a double-layer application of mercial construction. Further information available from laminated Sheetrock may be used. The new USG Metal Business of Building, 300 W. Adams St., Chicago 6, 111. 10 BB027 1917 1 RUNNERS AT FLOOR AND CEILING must be aligned accurately before being anchored with fasteners spaced not more than 24 in. 2 METAL STUDS are moped into runners and twisted into position. Depending upon the application, studs should be placed no further apart than 16 in. or 24 in. 3 SELF-NESTING STUDS are easily spliced with a securely screwed 8-in. minimum lap. 4,5 VERSATILITY of USG Metal Stud Partition System permits either vertical r horizontal Sheetrock application with equally satisfactory results. In cases where lire raring is required, vertical application is used with screws at maximum 12-in. spacing in field of board and 8 in. apart staggered along aoutting **dges. Maximum screw spacing is 12 in. throughout for horizontal or vertical non-fire rated application. 6 SELF-DRILLING SCREWS firmly attach Sheetrock gypsum wallboard to stud joining door frame header and ceiling runner. USG Drywall Screws can be driven to exact pre-set depth below drywall surface with Black & Decker Scrucun. Old hotels need you! Contractor tells 'em and sells 'em siding RE-SIDING with United States Gypsum siding made substantial improvement in Gabei Hotel, Barnesville. Mina, and has helped this long-establisued inn compete with newer motels and hotels. or those in the siding business there is worthwhile F potential in making older hotels and restaurants look newer than they are. These establishments make sales or lose them in the split second that a speeding motorist glances at the exterior and judges their fitness for his patronage. The one that looks the newest usually has the advantage. A case history shows how alert contractors meet the op portunity. The Gabel Hotel, Barnesville, Minn., was ob viously not new. Its wood siding needed frequent coats of white paint to preserve its spic and span appearance. Even then, its frankly frame exterior might raise a question of fire safety at a quick glance from a passing prospect. Barnesville's location, its natural and business attractions offer good potential for inn-keeping. But when Dan Kershner of Kershner Construction started soliciting Gabel Hotel for a new siding job, he could conscientiously promote it as a life or death matter for this hotel business. First he sent his woman sales representative to call on Mrs. Eunice Gabel, the proprietor. The second call was made by Kershner him self, equipped not only with siding samples, but with facts to show her how he could help her maintain her full share of the hotel and dining room business available, by making Gabel Hotel look better, more modem and more safe. Of course, Kershner included the long-range economy story of eliminating forever the need for repeated and costly paint jobs. He showed her samples of United States Gypsum Company's incombustible siding shingles, the extensive color choice available, and explained the exclusive dense, hard, china-like surface that resists dirt and also washes like a china dish. The U.S.G. siding was accented with a stone facing at the foundation and an entry. It gave the building a more up-todate appearance, and the siding and stone are both visibly incombustible. Creative selling developed this job from something that had not entered the mind of the owner before the salesman put it there. The aging hotel and restaurant market is ready for creative building materials salesmanship everywhere. NEAT JOB AT CORNERS and around windows is hallmark ol good re-siding work. Notice simplified and improved appearance of window and door trim, and how it accommodates thickness of new shingles. AFTER 12 Skin deep WITH AND WITHOUT: Smooth, sand finish of Texolite Block Filler contrasts sharply with painted surface on right side of corner partition. Area treated with block filler required single finish coat. Untreated portion retains rough surface after three coats of latex paint. SHOWER ROOM walls were treated with Texolite Block Filler and polyester to create smooth, water-resistant finish similar to ceramic tile at fraction of the cost. beauty'conceals block partition drawbacks he squeeze between increasing enrollments and rising Tconstruction costs has made economy a major element in nearly all school construction projects. Christian High School in Kalamazoo, Mich., is among those school jobs which sought economy by specifying exposed masonry block partitions. Thanks to newly developed Texolite Block Filler, an even, non-porous wall surface that blends attractively with acoustical plaster ceilings and brick wainscots has been the result. Designed to conceal voids, fill pores and smooth out dangerous abrasive surfaces of unfinished or painted block, Texolite Block Filler also improved sound transmission in areas where it was applied to both sides of the wall. Corridor and shower room walls received a spray coating of clear polyester over the Texolite Block Filler to create a tough, glossy washable finish. A single coat of latex paint was used in administrative offices and other areas where a hard finish was not required. "This new ready-mixed paste product slips on easily and sets up on the wall," says Independent Paint Co. foreman, Victor Hurst. "Texolite's uniform consistency eliminates the time consuming quality problems and variations of job mixing which sometimes cause powdered block fillers to be hard working and set up too fast." In addition to providing an attractive, durable finish for corridor walls, Texolite Block Filler offers long term clean ing and maintenance savings and reduces cover coat paint requirements to a single coat. An even greater cost reduc tion was found in shower and locker rooms where a block filler, polyester finish was used in place of more expensive ceramic tile. Now providing its first students with up-to-date educa tional facilities, Christian High School provides other budget-minded school districts with proof that "beauty can be skin deep" and consistent with low-budget construction. 13 BB027 1920 Quality, BrandKalamazoo lumber dealer finds and Color sell paint PAINTS TO MATCH salesman's dial selection are automatically dispersed in quarts, gallons and fives by Texolite paint machine. Electrically-operated model occupies only 28x30 in. ot floor space. erchandising is a word with almost as many definitions M as there are lumber dealers. To some it means news paper and radio advertising. To others it connotes attractive point-of-purchase showroom displays. To a few it is simply a synonym for selling. All of these interpretations, plus a dash of local flavor, are combined in a paint merchandising program that issetting sales records for Miller Lumber Co., Kalamazoo, Mich. "First step in any successful merchandising effort is to select a top-quality brand and carry the entire line," says John Terpstra, yard manager. "In this way, advertising can concentrate on convincing the public that every product bear ing this trademark will provide uniform top quality." This policy of establishing a top-quality brand identity is evident in the yard's attractive showroom. The Texolite Paint display is ringed with related products, such as Sheet- rock Sealer, Red Top Patching Plaster and Perf-A-Tape Cement. Related identity for this entire family of products is provided through the United States Gypsum trademark on each can and package. Newspaper advertising further strengthens the "quality brand" theme. Every U.S.G. paint and surface preparation product appearing in a Miller advertisement is clearly labeled as "A Texolite Paint Product." Miller Lumber's paint promotion received a shot-in-the- arm recently with the arrival of a new Texolite paint ma chine. Designed to color-mix either latex, alkyd flat oil, semi-gloss and gloss enamel or exterior house paints, the automatic machine is aimed at the do-it-yourself trade. Color selection charts and a color scheme booklet provided with the machine enable customers to visually mix and match paint colors with drapery and furniture patterns. "Women particularly seem to enjoy using these home dec oration aids," says paint salesman Roger Haan. "We keep them near the front door to greet every customer entering the showroom. The machine is located at the rear of the store." Although it is too early to evaluate the new machine's effect on Miller's 70 percent retail, 30 percent wholesale paint volume, Terpstra says this: "The increase in color choice from the previous 133-tube colorant system to the 1200-color machine method undoubtedly creates a wider appeal for amateur and professional alike. I'm sure the new machine will strengthen our merchandising of Texolite as our top- quality paint brand." ^ x/ Aw U.5.G. TRAOEMARK unites variety of brand names displayed together in Texoute Surface Preparations rack (left) and on adjoining islands (below,). Entire line of paints and preparations is identified as "Texoute Paint Products" in Miller's promotions and advertising. CHOICE OF 1200 REAQY-MIXED HUES mak^ it easy to match Texolite machine-mixed paints with draperies or other furnishings. Color harmony and chip hooks are loaned to customers who prefer to make final decision at home. INVENTORY REVIEW is never-ending chore of Miller Lumber's "U.S.G. room." Stacked to rafters one day, this warehouse may be emptied next day by special advertising campaign or showroom snie. 15 BB027 1922 go mot forwaro RETURN POSTAGE GUARANTEED UNITtO STATIS GYPSUM COMPANY 300 W. ADAMS ST CHICAGO 6, ILL. HISTORICAL 'FSLi %ec.xi.-rd ..... 0D NOT DESTROY Let your walls do the talking! B8-04 They reallyspeak foryou.*TalkingWalls sell the outstanding features of your model home to today's quality-conscious buyers. U.S.G. helps you sell the extra value of your Double Wall, % or VHn. Sheetrock "Lifetime Quality" walls by equipping your model house to "talk" to its visitors about these and other features of your homes. This unique promotion, aimed at selling quality, can do a powerful job of selling houses for you. Here's a promotion that sells the "Lifetime Quality" of your homes and its walls and ceilings. For complete details on Talking Walls, contact your U.S.G. sales representative or write Business of Building, 300 W. Adams St., Chicago 6, 111. Here's how it works A repeater tape recording plays a sales message through speakers hidden in cold-air returns or heating ducts of model home. Works automatically . . . just set it and forget it! by UNITED STATES GYPSUM the greatest name in building BB027 1923