The daily worker. [volume] (Chicago, Ill.) 1924-1958, 1935-01-30
Laboratory
and Shop
CUTTING COSTS OF IDEAS
BY David Ramsey

CARL PETERS, architect sends in the follow
ing interesting example of how big business re-
duces the cost of technical ideas through prize con-
tests which cost comparatively little and have
advertising value to boot. He writes
A competition for the House Electric" is being
conducted among the architects and engineers by
General Electric in collaboration with Architectural
Forum, a swanky trade magazine owned by the
Time-Fortune publishers. Instead of calling upon
the designers to beautfy the American home which
few years ago would have brought forth a round
Of details in Cotswod French provincial Or some
other style cribbed from the archives the program
Of this new competition invokes the Power Age,
denounces the majority of homes in existence to-
day as rejecting bygone standards of American
life and argues that ct is time that our creative
designers produced houses which set new and higher
standards incorporating the best that American in
genuty can devise"
Notwithstanding the merit of this appeal to the
architects to mend their ways, it comes at a time
when most of them are wondering where they can
find any means of livelihood Perhaps no other
profession has been so hard hit The decline in
building began earlier than elsewhere and the
latest statistics show residential construction Drop
ping to another low in 1884, which in turn in
dictates another high in unemployment
NO HINT of such Oppressive matters is contained
~ in the four hypothetical problems the program
sets up in the usual fashion of architectural COM
petitions any or all of which a competitor may
undertake to solve. In Glasses A and B. which
differ only to location in northern or southern
climate, house is to be designed for a family of
three: Mr.. and Mrs. G. E. Bliss and their 4-year-
old Junior. Mr.. Bliss is young and energetic
engineer who enjoys tennis, golf hunting fishing,
inventing reading, quiet games Of bridge with the
neighbors, and occasional parties and celebrations
In true engineering manner he wants the new
house to be planned in definite use sequence"
His wife likewise favors the best labor and time
saving electricity is her servant"-and
appreciates fine design, without style prejudces.
The $4,000 in cash prizes offered by Mr. swope's
Company doubtless will attract many contestants
In other architectural competition sponsored last
year by the flat glass manufacturers in conjunction
with Pencil Points, drafting room magazine al
most 1900 solutions were submitted; and the prize
money was not nearly so large nor the advance
publicity so highly presumed
Assuming that the House Electric" campaign
brings an equivalent response, and that each COM
petitor averages $50 hours on his plans and perspec
tives from the time the contest started Jan q
until it closes at midnight on March 10 there viii
be expended total of at least 10000 nan-ho,lrs
At SO an hour-the customary rate-more than a
half million dollars worth of talent will likely be
volunteered.
Out of this the jury will pick two grand prizes
at $780, two rsts at 81 500 four seconds at S12
four thirds at $1,000 and forty mentions at 500
each, Or total Of So designs which automaticallv
become by contract. the property Of General EIec-
trio at an average cost of slightly over $4oo each
Any competitor so lucky, as to win one of the u
major prizes is obligated likewise by advance agree
ment. to prepare on request within so days a fun
set of working drawings and specifications, without
additional compensation. Modern patronage drives
sharp bargain-so too did the old papaI reprobaes
Who got themselves handsome advertising by sweat
ing masterpieces out of their proeges for the greater
glory of God