Look to the Ceiling in '63

by G. L. BENSON District Soles Monoger, The Celotex Corporotion

While 1963 forecasts {or fiberboard acoustical ceilirre tile sales vary, I think most people in the trade agree that thelutlook is definitely good. This optimism is not wishful thinking, but soundly based on several concrete {actors.

First, the boom in home modernization is expected to grow in 1963, and in the years beyond. Volume of this activity in 1962 is estimated to reach a record $14.5 billion. As for the future, 8 out of l0 dealers recently surveyed throughout the country said that remodeling and modernization have the greatest potential for dealer sales.

REIAODEI.ING AND ACOUSTIC TITE SAIES ARE TINKED

Second, history shows that as remodeling activity increases, acoustic tile sales go up. Most people remodel their homes to increase comfort and convenience, and more of them are findine that sound control is one o{ the most important considerations in achieving home comfort. Families are getting bigger-and noiser; appliances, radios and TV are invading the home in greater numbers; popular remodeling materials such as sliding glass doors and tiled fl,oors reflect instead of absorb noise. All these factors add to noise irritation in the home, and lead the homeowner to think in terms of remodeling to reduce noise. This increasing concern with noise in the home is reflected in acoustical tile sales, as reported by the Insulation Board Institute. In 1954, Americans bought enough fiberboard acoustical ceiling tile through lumberyards to sound condition :149,150 urr".us" (12x15 ft.) rooms. In 196I (latest full year figures), "nough tile was purchased to sound condition more than I.150.000 too*s. This is a sales increase of well ovet 200/o.

Newesl fmfure in ceiling modernizqlion for homes is lhe suspended ceiling syslem, using 2x4' or 2'x2'fiberboord loy-in ponels. Once metol grid syslem is instolled, ponels con be lqid in or lifted out with eose. This will help stimulate more ceiling producl sole3.

NEW HO'IAES FEATURE ACOUSTICAT CEITINGS

- Since do-it-youruelfers qrcounl for lorgesl shore of ceiling lile soles, oleil deqlers will demonslrote eose of opplicoiion. Furring sfrip demonstrqtion unil is simple, inexpensive to put up, con be used repeotedly. Deolers who moke it ecsy for cuslomers to buy ocouslical rile will profit most in 1953.

Third, use of fiberboard acoustical ceilinss in new homes is definitely on the way up. In a recent IBI srivey, 72/o of home builders said they will be using more acoustical tile in their homes with in the next five years. Builders are constantly looking for products and features that give them a competitive edge, and acoustical ceilings ideally fall in this category. Many builders re. port that customers get a comfortable feeling in rooms which have acoustical ceilings, even when they are devoid of furniture and rugs. The increased use of acoustical ceilinqs in new homes will invariably influence consulner tastes as time goes on. People will

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