architectural forum the magazine of building july 1963 · architectural forum the magazine of...
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ARCHITECTURAL FORUM THE MAGAZINE OF BUILDING JULY 1963
ll!f lljll/11~ ~ 3909947 3909940
•bra Per 213
PUBLISHER'S NOTE
ln May, readers of FoRUM were given an opportunity to comment on the editoria! coment of ù1e magazine by mailing to the editors a prepaid postcard which was bound into the advertising pages. Tlùs opportunicy was quickly seized by abou t 500 subscribers ( 26 I cards were received witlùn seven da ys af ter distribution of the issue) . By checking various subjects, they indicated what they would like to see more or less of in FORUM.
The results were more interesting than helpful, for in generai they indicated that most readers want to see more of everything! Each of ù1e 13 subjects listed on the card received many more votes for than against. On the other hand, every subject also received some negative votes, and they were spread fairly evenly among ali 13 subjects.
Some significance may be attached to the fact that rwo subjects did receive a great preponderance of aflirmative votes: "the art of architecture" ( 69 per cent for vs. 5 per cent against) and, close behind, the closely allied subject of "arclùtectural criticism" (62 per cent vs. 7 per cent). lnterestingly, both of these subjects are covcred regularly in FoRUM's editoria! content.
Among the writc-in requests, the most frequcnt werc for scholarly presentations of historical builclings like St. Sophia (FORUM, '63) and for "more student work" ( obviously, from students). Most surprising was the wri te-in votc of a draftsman for "more of thcsc rcadcr commcnt cards."
Art.lc le
Saarlnon omeo Apartmont malntenancc Blggosl archltects
Archltects
85 % 64 74
A,·chltectural Foruru / July 1963
Although, broadly interpreted, the returns constitute a landslide vote o f cortfidence, the editors promise no complacence. lndeed, analysis of the individuai returns may help them make the magazine even more interesring to even more readers.
Another measure of reader interest in FORUM is the swvey conducted among subscribers every other month by Readex, Inc. For the Aprii issue it showed that the article on the architectural work of the Saarinen office was the most interesting in the magazine. R unners-up were the list of the 100 biggest archi tects, and the discussion of ways to avoid high maintenance costs in apartment construction. The reader interest scores for these three very clifferent kinds of articles-by classification of subscriber-are tabulated below.
At the other end of the scale, no article in the Aprii issue interested less than 40 per cent of the audience--i.e., about 25,000 of FoRuM's more than 62,000 subscribers.
Despite the validity of such figures, FORUM is not edited on the basis of survey results-and never wi li be. Instead, the editors will continue to present what thcy feci should interest the building industry. The reader interest survey is mercly a useful check-up on past performance. Moreover, the editors a re less impressed by anonymous statistics than by signed lctters, like thosc regularly prcscnted in thc "Letters" column (pagc 39). This pagc is yours-
Contractors
86% 71 57
Cllents
60% 58 63
J· C. Il ., J R.
Total
71% 61 67
PORTICO TO THE JET AGE 72 Washmgton's Dulles Ll.irport opens /or busimess
HOW TO PICIC AN ARCHITECT 84 l!irst 'ÌITI a series on what it takes to be a b'lllildim.g cUent
EMHART'S BOLD STRUCTURE 88 Connecticut ojfices by SOM, designed in an unusual idiom
WHITE ON WHITE 96
New Texas shopping center is a village of cool cubes
A STUDY IN VANDALISM 100
How tlle At/iens Hilton violates its city-by Vmcent Scully
TECHNOLOGY 104
Hangmg skyscrapers ... alwmmwm slwwcase .. . b'lllilding 1n011e
FRATERNITIES AT STANFORD 110
J ohn W arneoke' s rustic shapes clvmb a Cali/ ornia 1,ill
APARTMENTS IN BELVEDERE 114
Warren Callister's bolà for1ns ride at anohor in the bay
PUBLIC HOUSING'S NEW LOOK 116
Drastio changes are underway; are they too little, too late!
REBUILDING 120
Arohitects make new quartcrs out of a studio, and a store
5 NEWS Cover: ~:~• .;; gu~ tc!"fe:rt/see pag~ 72)
37 LETTE RS
57 PROJE CTS
67 FURNISHINGS
71 E DITORIAL
126 EDITOR' S NOTE
143 PRODUCTS
155 B OO1<S
46
166
Editorinl, subscription, and ndvertising do.La.
Advertiaing index.
AHOlllTECTURAL FOR\nl, July 1963. Voi. 119, No. l , Published monlhly by TJM6 l.Nc., 640 N. M ichipn Ave., Chicago 11, Ili. SunsCIUPTIONS: u.s., u.s. Pouession::1 nnd Cnnndn, ono ycar $7: èlscwhcrc, one ycar $12. Single co1>ics. if nvnilnble, $1. Addreas nll subsoriptlons nnd corr-eepondenel! concc.rnlng lhcm to AHCUIT&OTURAL
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