Masonry Magazine May 1973 Page. 35
IMI Services Available to Contractors, BAC Locals, and BM&PIU Local in the U.S. and Canada.
For assistance in including IMI in a collective bargaining agreement or for information about promotion materials, contact: Neal English, Executive Director, International Masonry Institute, 823 Fifteenth Street, N.W., Washington, D.C. 20005. Telephone (202) 783-3908.
Let's Trade Off
(Continued from page 31)
What can the Brick Institute of America and the brick industry do to first slow down, then stop, and eventually reverse this procedure?
Two things. First, don't downgrade amenities. Everyone likes them (even brickpeople) and few builders genuinely like to be criticized in areas of judgment. Second, show the builder that in addition to the best of kitchen and bath equipment, he has the opportunity to build and market his homes with the best exterior building material-brick. I said building material-not siding.
Taste begets taste and quality begets quality. The advertising message to builders from BIA is simply that if the builder is ready to construct and market a house of $40,000, $50,000 or $60,000, it should look as expensive as it is. And, if he is building it out of aluminum, hardboard or plywood SIDING, the house may very well not look like $40,000, $50,000 or $60,000.
The age of consumerism is here. People want better quality-not cheaper prices. And better quality means clay brick, not aluminum, hardboard, or plywood siding. Builders must be made aware that this new concept, consumerism, may start with kitchens and baths but that it continues throughout the house to the actual building material itself, brick.
Let's make 1973 the year the brick industry trades off the builders' trade-off.
Not all American banks have drab names like The First National and The Second Federal. There are, for example, the Bank of Delight in Arkansas and the First State Bank of What Cheer in Iowa. And how about The Bank of French Broad, named after a stream in Marshall, S.C.?
Since nobody is left in the cities but the poor, crime rates are now climbing in the suburbs. The FBI reports that in 1971 robberies increased in the suburbs by 17% compared with 8% in the cities. Even in rural areas robberies increased by 11%.
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masonry
May, 1973
35