Masonry Magazine June 1972 Page. 5
IMI MOVES AHEAD
Samples of the full-page ads scheduled to appear in leading business, architectural and professional publications here and in Canada. Kill 2, birds with it. The second nicest thing about masonry is that it costs k
Bolstered by increasing support from MCAA mason contractors and BM&PIU members across the U.S. and Canada, the International Masonry Institute (IMI) has an intensive communications program underway to promote: (1) masonry's competitive cost and maintenance-free advantages, (2) the loadbearing masonry system, and (3) the fire protection and sound-proof qualities of masonry.
IMI has scheduled full-page advertisements on these subjects in leading magazines reaching architects, engineers, owners, investors, and others who determine what materials will be used for their buildings. From April through November, the IMI ads will be seen up to six times in magazines such as Progressive Architecture, Buildings, Apartment Construction News, Building Design & Construction, and several times in Fortune, Architecture Canada, National Underwriter, Building Official & Code Administrator, and Canada's Building Development.
IMI selected loadbearing as a theme, for the system offers great benefits in terms of saving time and money for the construction industry and for those who own and occupy buildings. Ads on cost stress masonry's low initial cost, its low ultimate cost, and the fact that masonry craftsmanship cannot be duplicated by machines. Later, ads and promotion of fire protection will point out the importance of keeping firewalls, stairwells, elevator shafts, and other interior partitions of soundproof, fireproof, maintenance-free masonry.
Reprints of IMI cost and loadbearing ads have been mailed to MCAA and BM&PIU officials in the U.S. and Canada. Local groups, at their expense, can use the reprints or repro proofs to place the ads in local publications. Concurrent with the ad campaign, IMI is providing guidance and counsel to local promotion groups who can use an array of IMI ads, leaflets and other aids to undertake coordinated promotion of these themes in their areas.
IMI Chairman Donald R. Bidwell feels that the (Continued on page 38)
IMI Chairman Bidwell (right) and Thomas F. Murphy, President of BM & PIU and Advisor to IMI, look over the current advertising campaign.
masonry
June, 1972
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