Masonry Magazine August 1973 Page. 24
NOW LIFT UP TO 5000 lbs.
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OURY ENGINEERING CO.
A Division of Harsco Corporation
P. O. Box 1145, Marion, Ohio 43302
Phone: 614/389-4661
Photolustrative only. Product must be used in conformity with sale practices and applicable codes and regulations.
They Took The Initiative
By KENNETH S. DASH
Director of Marketing Promotion
Brick Institute of America
The story of brick industry promotion compared to total construction industry promotion through the years should make good copy for a Hollywood screen writer. On the face of it, the match-up looks little short of David vs. Goliath. Yet, the leverage and visibility of the brick industry compared to all of brick's competitors and to the entire construction industry is enormous. As important as the fact that some buildings take all brick is the realization that today virtually all buildings take some brick.
Promoting and promoting successfully-against the giants is nothing new to the brick manufacturing members of the Brick Institute of America (known for 38 years as Structural Clay Products Institute). Of course, there have been many lean years since 1934 when SCPI was born from a badly fragmented industry. But still, the brick manufacturers promoted. Year in and year out, they promoted. In fact, since World War II alone, the brick manufacturers have spent over $50,000,000 on promotion-be it advertising, engineering, manpower development or research.
In 1973, the Brick Institute of America has geared its national advertising campaign to both trade and shelter audiences. Full-page, full-color advertisements are appearing in prestigious trade magazines such as Apartment Construction News, House & Home, NAHB Journal-Scope and Professional Builder. National shelter magazines include Better Homes & Gardens Homebuilding Ideas, House Beautiful's Building Manual and The House & Garden Building Guide. Additionally, BIA will be advertising through Sweer's Light Construction File directed to nearly 30,000 builders.
Brick will be promoted in terms of both energy and loadbearing capabilities with full-page, full-color ads in leading architectural and design publications. Sweet's Architectural File will also be addressed through BIA advertising. Additionally, a major publication for architects titled Brick Design Details is on the press. This full-color magazine will show both architectural students and practitioners how the masters solved their design problems all over the world with one common material-brick.
In addition to BIA's current national advertising program, today architects, bricklayers, builders, contractors, developers, engineers, educators and students have access to BIA's extensive library of trade and professional publications.
Hundreds of loadbearing brick buildings, which use both substantial quantities of brick and many bricklayers, have been built as a direct result of BIA's continuous technical loadbearing promotion program which began about ten years ago. Indeed, the brick manufacturers realized many years ago that their future and the future of the industry was, to a great extent, in their hands. They took the initiative.
As we head into the last quarter of 1973, the Brick Institute of America is pursuing a fresh marketing path, mindful of the course we have followed during those tough and turbulent years since 1934. If, indeed, the past is prologue, then the battles ahead for both the Brick Institute of America and the brick industry should be less imposing.
People & Events...
(Continued from page 23)
MCAA Field Representative Ray Wimer from Portland participated in the recent Masonry Construction Seminar conducted by the Civil Engineering Department of Oregon State University on the school's campus.
H.A. "Hank" Anderson has been named sales manager of Kraftile Co., tile manufacturer headquartered in Fremont, Calif... Masonry congratulates Dr. Earl W. Pellerin, director of the School of Architecture at Lawrence Institute of Technology, Detroit, on his selection as winner of the Michigan Society of Architects' 1973 Gold Medal... More than 150 contractors, foremen and union representatives attended the recent OSHA safety seminar co-sponsored by the Masonry Institute of Michigan and the Detroit Mason Contractors Association at the Engineering Society of Detroit.
Patrick Griffin has been named to the newly created post of manager of industry information for the Portland Cement Association, Skokie, III.