House & Home

July 1956

Vol. X. No. I

Published by TIME Incorporated

editor-in-chief Henry R. Luce president Roy E. Larsen

EDITORIALS

108 Time for new ideas, new models

126 Trade-ins can help everybody a guest editorial by Norman Mason

EDITOR & PUBLISHER

P. I. Prentice

MANAGING EDITOR

Robert W. Chasteney Jr.

EXECUTIVE EDITOR

Carl Norcross

ART DIRECTOR Adrian Taylor architectural editor Peter Blake NEWS EDITOR Gurney Breckenfeld ASSOCIATES

James P. Gallagher, Mary McGee, Robert W. Murray Jr., Richard W. O'Neill Richard Saunders (Washington)

John Senning, Arthur Watkins, Jan V. White

ASSISTANTS

Peggy Bushong, Natalie Forsberg, Alice O'Connor, Kathryn Morgan-Ryan, Olive F. Taylor, Ruth M. Hoagland

CONSULTANTS

Miles L. Colean, faia, Ruth Goodhue James T. Lendrum, aia, David C. Slipher

PRODUCTION MANAGER Lawrence W. Mester CIRCULATION MANAGER

William L. Taylor

BUSINESS MANAGER

Archibald Peabody Jr.

MARKET RESEARCH DIRECTOR Arthur S. Goldman ADVERTISING DIRECTOR Richard N. Jones

STORY OF THE MONTH

116 What 33 leaders are doing to meet the buyers' market NEW HOUSES

144 Is the three-zone house the answer to today's living?

150 Why summer houses are fun for designers, a boon to builders

DESIGN

137 How new ideas and materials are changing the fireplace LAND PLANNING

158 Jalonack plays it big and handsome in a 4,000-house project MARKETS

127 Report from 35 cities: Trade-ins are catching on big 132 How 23 builders use community pools to boost sales

PRODUCTS AND PRACTICE

148 Experimental house: Is thin shell concrete practical?

166 Four more ways to build better for less 168 New load-bearing window walls

HOUSE & HOME *s published monthly by TIME INC Time & Life Building. 9 Rockefeller Plaza. New York 20. N. Y. Yearly subscription payable m advance. To individual or firms (and their employes) engaged in building-design, construction. finance, realty; material distribution, production or manufacture; government agencies and supervisory employes: teachers ano students of architecture and trade associations connected with the building industry; advertisers and publishers: U.S.A.. Possessions. Canada. $6.00: elsewhere. S9.50. Single copies, if available. $1. All copies mailed flat. Please address all subscription correspondence to HOUSE & HOME. 9 Rockefeller Plaza. New York 20. N.Y. When ordering change of address, please name the magazine and furnish an address label from a recent wrapper, or state exactly how the magazine is addressed. Both the old and the new address are required. Allow four weeks for the change. © 1956 by TIME INC All rights reserved under international and Pan American copyright conventions.

TIME INC. also publishes TIME. LIFE. FORTUNE. SPORTS ILLUSTRATED and ARCHITECTURAL FORUM. Chairman. Maurice T. Moore; President, Roy E. Larsen; Executive Vice President for Publishing. Howard Black; Executive Vice President and Treasurer. Charles L. Stillman; Vice President and Secretary. D. W. Brumbaugh; Vice Presidents. Bernard Barnes. Alien Grover. Andrew Heiskell. C. D. Jackson, J. Edward King, James A. Linen, Ralph D. Paine Jr., P. I. Prentice; Comptroller and Assistant Secretary, Arnold W. Carlson.

NEWS

Survey shows house starts still close to '53 and '54 levels Remodeling market: Federal Reserve says it is up only 3%

37 Index to these and other News reports

DEPARTMENTS

102 Letters

168    Technical Publications

208    Technical News

222 Advertising Index

Ford waited until '29 to change