Masonry Magazine January 1971 Page.48
Advertising Program Spells Out
Cost Savings, Beauty of Masonry
A massive advertising and promotion campaign launched by the International Masonry Institute in October is acquainting thousands of building professionals and decision-makers with the inherent cost advantages, durability and beauty of masonry construction. Eight of the nation's most influential mass-circulation magazines have been selected for full-page advertisements telling masonry's "story" to architects, engineers and other building executives who influence construction decisions.
The ads point out that the "permanent quality of masonry comes through in economy." A recent comparative cost analysis by professional engineers demonstrates that the initial cost per square foot of precast concrete walls is 24% more than for masonry, that metals panels cost 29% more, and that double plate glass results in 33% higher cost.
Based on facts compiled in this study by the Structural Clay Products Institute, the advertisements show that the ultimate cost over the taxable 50-year lifespan of a building can range from 16% to as high as 217% above conventional masonry construction when utilizing other building systems.
"On top of our cost advantages," says Donald R. Bidwell, Chairman of the International Masonry Institute, "the permanent beauty of masonry is thrown in free of charge. Comparative cost was selected as the subject of our first major promotional effort because it is one of our best selling points and because it is the advantage least understood by the building industry."
Facts on cost savings and other benefits derived from masonry construction are spelled out in a new booklet, Walls to Save Dollars, based on comparative cost studies conducted by SCPI in cooperation with the Research Department of the Bricklayers, Masons & Plasterers International Union and published by IMI.
Neal English, IMI's Executive Director, will give a full report on the Institute's various programs at the (Continued on page 52)
Goin' to
Miami January 7?
Stick around till the 12th...
and learn a little something about high bond mortars!
Learn from the experts . . . about adhesive mortars, and modified portland cement mortars . . . learn how you can compete with precast concrete, and metal building construction . . . learn about masonry pre-fabrication, job-site and factory . . . learn how to mix, use, sell and bid high bond mortars.
Learn how you can be smarter than your competition . . . and more successful.
AT THE AMSPEC HIGH BOND MORTAR SEMINAR AND SEMINAR WEDNESDAY, JANUARY 12, 1972 in the FLORIDIAN ROOM, THE AMERICANA HOTEL, MIAMI BEACH
Starts at 9:30 am, over by 3 pm.
Registration fee: 5 bucks per company . . . as many as you want to bring from your organization. Make it a point to be there. It's worth staying over for!
AMSPEC
AMSPEC
1880 Mackenzie Drive Columbus, Ohio 43220