Word: steel
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Dates: during 1960-1969
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Most big companies are busy courting architects, wooing builders and using massive advertising campaigns to persuade the home buyers to insist on their products. Makers of aluminum, the fastest-rising among the new sidings, privately ask how long steel clapboard can resist rust. The steel-clapboard men, joined by the makers of a plywood coated with plastic, imply that aluminum snaps, crackles and pops during sharp temperature changes, and that a baseball or a hailstone can leave a permanent dent. The hottest war of all is the advertising battle between the gas and electrical utility companies for the right...
...Hodgepodge. The confrontations among other materials are just as sharp and furious. Long-lasting and easy-to-install copper tubing had just won a victory over galvanized pipe for plumbing when along came cheaper plastic piping. Steel has joined battle with wood over the load-bearing structural parts of the home. Wood and aluminum are wrestling for the right to be in window frames; steel and aluminum are fighting over outside door frames and sills. Gypsum board for interior walls has proved cheaper and faster to install than wet plaster, but it now has challengers in plywood finished...
Some architects argue that such variety among building materials may blight the U.S. with a hodgepodge of ugly, unrelated homes. "We have too much choice without enough discipline," says a West Coast designer. But in an expanding market, the variety will only become greater. Steel, determined to push its use in homes from 1.5 tons to five tons in ten years, is experimenting with entire roofs, floors and foundations of steel. Aluminum producers are trying to make an attractive aluminum roof, have introduced an all-aluminum vacation cottage. Happily, this gives the all-human occupant that much more to choose...
...first of the corporate jets - Lockheed's $1,450,000 JetStar - has experienced such a sudden sales lift that used JetStars now sell for $150,000 more than new ones because of a 15-month waiting period for delivery; after long-suffering patience, National Steel fort night ago received the 29th JetStar sold by Lockheed to corporate customers. North American Aviation, whose $795,000 Sabreliner followed the JetStar into the market, has sold 25 of the twin-jet planes in the past twelve months. The jet that has attracted the most orders-60 so far-will not even start...
...fighter plane to 10,000 ft. Builder William Lear Sr. calls it "the fighting businessman's jet." He has firm orders for 21, hopes to start delivery at the rate of eight monthly by year's end. Among his customers: Rexall, Kroehler and German Steel Baron Heinrich Thyssen-Bornemisza...