Masonry Magazine April 1974 Page. 27
The Energy Opportunity
By KENNETH S. DASH
Director of Marketing Promotion
Brick Institute of America
When it's 95 degrees outside, this brick cavity wall gains heat at the rate of only 72Btu/h a square foot. And, from a design point of view, it's also a more interesting square foot. The preceding is the headline for the Brick Institute of America's new energy advertisement which is appearing this month in Architectural Record and Progressive Architecture. The wall BIA chose was a Cadillac, indeed- a 10-inch brick cavity wall including 2 inches of polyurethane insultation. The ad copy goes on to state that compared to this wall, "A highly efficient glass wall (double-glazed mirror glass) admits 60 times more heat; a top-quality metal sandwich panel admits nine times more; and a concrete sandwich panel admits three times more."
It's incumbent upon everyone in the brick industry to get these facts to every designer throughout the country. The ability of a brick wall to retain the room's temperature longer than other materials means that the building will require substantially less cooling equipment. This means energy. This means time. And this means money.
The need for energy conservation in building materials will be with us for a long, long time. It is said that by the year 2000, America will construct one new building for each existing building today. And, if figures hold true, the government (whether federal, state or local) will construct and maintain and own about one-third of the new buildings.
When these facts are known, and with appropriate promotion, glass and metal buildings will begin disappearing at a rapid rate.
The Brick Institute of America is now preparing an energy booklet which will trace brick's energy story from the cradle (brick production) to the grave (demolition and recycling). This very technical story will be broken down for architects, builders, consumers and developers. Additionally, a slide presentation will be available so that brick's message can be imparted graphically to many different audiences.
Finally, energy seminars will be held at BIA's national headquarters and throughout the country. These efforts, underpinned by continuous advertising in the architectural press, are all geared to take advantage of what may be the greatest single opportunity the brick industry has faced in many, many years-the energy opportunity.
David Brinkley Show
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when their leases expire. Either way, masonry's points will be made.
The energy conservation commercials take a similar approach, English said. "One of the spots tells people that masonry walls are up to 60 times more efficient in keeping out the sun's heat than glass walls," English explained. "IMI tells them that masonry walls make a significant contribution to energy conservation in buildings, and that they ought to look for stout masonry walls when making leasing decisions."
In addition to the general consumer, IMI's new commercials will also reach the promotion group's traditional audience architects, business executives, engineers, building owners, investors, contractors and others who are involved in the construction industry. "Like everyone else, English pointed out, "construction professionals listen to the radio when they're driving home. If they tune in to NBC between 5:30 to 6:30 pm, April 15th to June 21st, they'll hear and be influenced by our commercials."
For the construction professional, English said, the radio commercials will be a reinforcement of the print advertising campaign IMI is currently conducting in 20 first-rate publications. Included among these are Architectural Record, Fortune, Engineering News-Record, Harvard Business Review, Consulting Engineer, Hospitals, House & Home, Apartment Construction News, Canadian Architect and the AIA Journal.
Because of time zone differences and local station options, IMI cannot advise exactly when the Brinkley show is broadcast by the NBC affiliates. "For those who don't already listen to Brinkley," English said, "we suggest a call to the local NBC affiliate to find out exactly what time the show is carried."
Those who wait for their ship to come in have probably missed the boat.
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