Masonry Magazine May 1973 Page. 32
IMI Doubles Advertising Outlay
Through contributions received via collective bargaining agreements involving MCAA Chapters, BM & PIU Locals, and contractor groups, the International Masonry Institute (IMI) has more than doubled its 1973 advertising campaign in the United States and Canada.
IMI Chairman Donald Bidwell announced that by the end of 1973, IMI advertisements appearing repeatedly in more than a dozen internationally known publications, will reach 12½ million architects, engineers, owners, investors and others. IMI promotion expenditures for advertising alone will exceed $200,000.00 in 1973, he pointed out. "However, the help of every MCAA Chapter is needed if IMI is to continue to develop its increasingly effective promotion and educational programs to increase work opportunities for the masonry craftsmen and mason contractors," Bidwell said. In a given day, IMI receives as many as 200 inquiries from designers and corporate leaders wanting information and technical data to help them consider masonry, instead of competitive materials.
Top Magazines
IMI ads are scheduled repeatedly in: Canadian Architect, Canadian Building. Progressive Architecture, Architectural Record, AIA Journal, Building Design & Construction, Apartment Construction News, Nation's Schools, Buildings, Engineering News Record, House & Home, Wall Street Journal, Fortune, and others.
Four different ads are scheduled: (a) masonry's low competitive cost, (b) masonry's flexibility in contemporary design, (c) masonry's savings on maintenance, and (d) the economy of the loadbearing masonry system. IMI ads are also scheduled in the pre-convention and post-convention issues of the Dodge Construction News, distributed to all of the nation's architects and specifications personnel prior to, during, and following the conventions of the American Institute of Architects and the Construction Specifications Institute.
From July 22-24, IMI will hold its Third Annual Promotion Meeting for U.S. and Canadian masonry industry personnel involved or interested in masonry promotion. The meeting will be at the Abbey, on Lake Geneva, Fontana, Wisconsin, near Chicago.
Subjects to be covered include: (a) promoting the loadbearing masonry system, (b) report on the $143,000 All-Weather Council study now underway, (c) a look at the construction industry, (d) selling with seminars, (e) use of graphics in promotion, (f) information sharing by promotion groups, etc.
IMI Trustees, Advisors, staff and PR-Ad agency personnel will be on hand to consult with those participating. Invitations are being sent to BM&PIU Locals, MCAA Chapters and contractor groups contributing to IMI, and others. If interested in attending, contact IMI for additional details.
Promotion Kits
Two new promotion kits are available through IMI for use by BM&PIU Locals, MCAA Chapters, and masonry promotion groups.
The kits contain information of interest to local newspapers, items for distribution to architects and engineers, and overall promotion activities. One kit is on the timely subject of (Continued on page 34)
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