It's That Time of Year Again - President's Message - Wallcovering Installers Association
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Volume 45, Issue 2 Summer 2019
President’s Message
It’s That Time of Year Again
By WIA President Mike DiGilio, C.P.
It’s that time of year again –
convention planning time. Our
convention committee has
been working very hard since
last September to bring you a
memorable event. The WIA’s
convention seems to get better
every year.
The convention format
last year in Denver featured
many changes. We saw the
introduction of the Slido app. The pre-convention class will be held on
Attendees who downloaded the app could Wednesday, September 10. The class will
ask questions through it at each seminar. cover how best to install metallic papers.
This streamlined the Q&A, cut down on side WIA will again have “guru” classes and lots
talk, and allowed everyone’s questions to be of interaction using the Slido app. Check the
answered. Tabletop displays saw a big change WIA website for full details coming soon.
also. Each tabletop was pre-recorded and Cincinnati is a beautiful city on the Ohio
then presented throughout the convention River and borders Kentucky. There’s plenty
time frame. This allowed each demo to be to do in your off time, even though that time
seen by all attendees. We also saw the advent is usually taken up with shop talk. There will
of free time on Friday afternoon, which gave be vendors on hand to meet with and ask
us plenty of time to explore Denver, the questions of. I urge all our members to come
mountains, and even get to Red Rocks for the this year. It is the best way to learn and hone
Gov’t Mule concert. your skills, meet others in your field, and see
This year the convention will be held a part of our country you may not have seen
in Cincinnati, Ohio at the beautiful Hilton yet. n
Netherland Plaza, 35 West Fifth Street,
Cincinnati, OH 45202. The event will take INSIDE THIS ISSUE
place September 12, 13, and 14. I have New Members........................................................................2
never seen a better example of Art Deco Brilliant Low Cost Advertising Ideas.......................................3
architecture: the hotel is simply fantastic. Why Use Fabric Wallcoverings...............................................5
The exact details are yet to be announced, Increasing the Ranks of Membership.....................................6
but registration fees will be very close to last The Latest on Liners..............................................................7
year’s. Room rates are $149.00 per night. Liner Primer...........................................................................8
May 2019 - Page 1
New Members
New Members February – May 2019
Installers Bookoo Wallpaper H.J. Holtz & Son, Inc.
Brett Bjorndahl Kathy Herbers Shane Legano
Portland, OR Lincoln, NE Richmond, VA
bjornwallcovering@gmail.com hello@bookoowallpaper.com shane@hjholtzandson.com
Cutting Edge Inc. E Howell Painting ltd Steve Nealy & Son
David DuBose Edward Howell Wallcovering, LLC
Minneapolis, MN Belfast Newtownards, Jeremiah Nealy
dubossmn71@yahoo.com Northern Ireland New Albany, IN
ehowellpainting@btinternet. nealywallcovering@att.net
Hang-Rite Wallcoverings com
Edward Eng New York Painting
West Islip, NY Admire The Hue Painting Services
hangrite@aol.com Ryan Kandoll Oscar Ocampo
New Brighton, MN Miami, FL
The Art of Wallpaper ryank@admirethehue.com velezo33@yahoo.com
John Gavin
Ontario, Canada John Kraft
thepaintersbrush@sympatico.ca Plant City, FL
kraftstephanie@yahoo.com
May 2019 - Page 2
Brilliant, Low Cost Advertising Ideas
With Kelly Alexander Millar, Kelley & Co.
Most wallcovering businesses fall within the demonstrations doesn’t necessarily teach
category of cottage industry. These small potential customers they don’t need you; it
businesses usually employ fewer than 10 can convince them that what they want to do
people, with many being one-man operations. really does require a professional.
Wallcovering installers often work as ● Use coupons. Writing for WordStream,
freelance professionals, which means that the Megan Marrs notes that “some web hosting
responsibility and expense of drumming up services offer advertising discount codes
more business falls upon the one person who’s as part of their membership offerings.” The
already doing all the project work. trick to using coupons is to offer something
People don’t get into wallcovering installation customers value. For instance, a veterinarian
to sit in a plush corner office. They have a may offer a discounted, below-cost neuter
genuine affection and affinity for the craft. This or spay service to secure that pet owner’s
can mean bidding that CEO-style income patronage for the life of the animal.
goodbye, but it doesn’t have to mean that you ● Paid advertising. You know the benefits of
can’t launch a kick-ass advertising campaign to social networking and you can’t escape the
build your business. Following is a list of low- advertisements that pop up in your news
budget tactics for acquiring new business. feed. Consider signing up for pay-per-click
● Produce and share great content. Creating advertising service allows you to target the
informative content and sharing it helps to right audience.
establish your reputation as an authority in ● Start a customer referral program. Let
your field. Recycle old, still relevant content. existing or past customers enjoy the benefit
Content may include blogs, newsletter of a referral bonus for their word-of-mouth
and magazine articles, and videos that advertising. This may entail offering a
explain and demonstrate. Explanations and (Continued on page 4)
May 2019 - Page 3
Advertising Ideas (Continued from page 3)
NATIONAL ASSOCIATE
discounted service, a free product, or direct payment.
MEMBERS
● Hold a raffle contest. Again, you’ll have to offer something
When you have a choice of vendors,
of value, whether a product or service, but entries will add
remember to use WIA Associate
to your mailing list of prospective customers. Rafflecopter Members first.
makes online raffles easy. Or host a prize drawing at an
Advance Equipment
event by having attendees drop in their business cards. Manufacturing Company
● Use reviews and industry awards. Proclaim your AMBTRA, Inc.
excellence by posting those glowing customer reviews. Atlantic Wallcovering and Décor
They’re almost as good a word-of-mouth referrals. Also Bradbury & Bradbury Art
applying and – one hopes – winning contests showcases Wallpapers, Inc.
your excellence. Display winner’s badges and use them in Cavalier Wall Liner
your advertising materials, such as … Designtex Group (The)
● Business cards. You’ve heard the Vistaprint commercials Experience49
declaring that the best advertisement is a great business Eykon Design Resources
card. They’re not wrong. Make sure your business card Fabricmate Systems
Fidelity Wallcovering, Inc.
looks professional, indicates your creativity, and contains
Gardner-Gibson, Inc.
the necessary information.
Heritage Wallcoverings Ltd.
● Deliver a presentation. Is your local Rotary Club or (Lincrusta)
Realtors association interested in wallcovering installations? Hytex Industries, Inc.
Call and find out. By teaching and showing people the value Jacaranda, Inc.
in what you do, you can inspire interest and acquire new Jack Loconsolo & Company, Inc.
customers. Koessel Studios
● Display signs. Whether you affix magnetic signs to Len-Tex Wallcoverings
your vehicle, buy a vehicle wrap, or post yard signs near LSI Wallcovering
the client’s curb, advertise your presence with a simple, Maya Romanoff Corporation
attractive sign to build brand awareness. MDC Wallcoverings
● List your business in the Yellow Pages. The old- Pacific Laser Systems (PLS)
Painters & Allied Trades LMCI
fashioned telephone book isn’t quite dead and it’s
Phillip Jeffries Ltd.
transitioning online. A listing is free, but you can also pay for
Presto Tape
a larger ad space. Don’t forget to list your business in other R37 Inc.
directories, too, like Yelp, and make sure the information is Roman Decorating Products LLC
accurate. Roos International, Ltd.
● Use direct mail. Everything’s online these days, so Wallcovering
receiving paper makes an impression on potential Rust-Oleum Corporation, Zinsser
customers. The USPS® Every Door Direct Mail® program Brands
can help save both time and money for local, direct mail Steve’s Blinds & Wallpaper, LLC
advertising. Textile Wallcoverings
● Exhibit at local fairs and festivals. Purchase booth space International, LTD (TWIL)
at your local county fair or other festival to meet potential The Paint Store Online
Thibaut Wallcovering
customers, offer product samples, and display posters
Vahallan Papers
showcasing your best projects.
Wallauer’s
● Form partnerships with other businesses. When you see Wallpaper Boulevard
Tommy Silva on This Old House, you expect to see Rich Wallpaper Direct
Trethewey. You want to be the wallcovering installer that Wallpaper Warehouse
big-name architect or remodeling company brings in. Be the Williamson College of the Trades
shoo-in subcontractor and make sure you return the favor. Wolf-Gordon, Inc.
n York Wallcoverings, Inc.
May 2019 - Page 4
Why Use Fabric Wallcoverings?
With Kelly Alexander Millar, Kelley & Co.
Wallpaper has been around for thousands of However, that doesn’t answer the question.
years with the earliest records showing that Like wallpaper, many fabric prints and
the Chinese glued rice paper to their walls as patterns can be matched. Anyone taught by
early as 200 B.C. In 105 A.D., Chinese court an old-school seamstress will demonstrate. In
official Ts’ai Lun discovered how to make paper circumstances that prohibit the application of
from textile waste. In the 8th century A.D., the wallpaper, fabric may be the viable option.
Arabs learned paper-making skills from the Writing for the magazine Threads, Sarah
Chinese and spread the knowledge throughout McFarland sought a simple way to add color
the Middle East. (They did much the same with and interest to her apartment walls that would
porcelain.) not violate the terms of her lease. She liked the
Through the centuries, people have simplicity of it as well as the ease with which
covered their walls to the fabric could be stripped and
beautify and insulate. The the wall underneath cleaned
first wallcoverings in Europe without damaging the wall.
were textiles, banners Wallpapers & Fabrics To Go
and tapestries. Until mass speaks to the appeal of silk and
production of paper took off satin wallcovering, noting that
in the late 17th century, paper “[s]atin wallcoverings may not be
remained expensive and cloth at all.” Many so-called satin
something only the wealthy wallcoverings, says the site,
could afford. Of course, cloth
are actually manufactured from
was expensive, too, especially
vinyl treated to look and feel like
finely woven cloth with
satin with the benefits of being
decorative prints and patterns.
water and dirt resistant. Nothing,
Sophisticated and
however, quite matches the
intricate, brocade, damask,
beauty and versatility of real silk:
and matelassé were labor
“Genuine raw silk wallcoverings
intensive, like lace. Wealthy aristocrats and
offer subtle textures and rich, vibrant colors.”
merchants displayed their prosperity by draping
their bodies, furniture, and walls in swathes of The advantage of fabric wallcoverings lies in
such expensive textiles. But did that make fabric its ability to “breathe.” Porous fabric wallcovering
better than paper for covering walls, or merely allows air to pass through, preventing the
just more expensive? growth of mold and mildew. It’s stronger and
Before printing presses could handle long more durable than paper products, although not
lengths of paper, clients hired artists to paint as durable as synthetics like vinyl. In addition,
the paper applied to their walls. A pattern fabric can be cleaned.
woven into a bolt of cloth needed no painting; Fabric wallcoverings manufactured for
the decorative cloth could be applied directly use as wallcovering often incorporate paper.
to the wall without needing that final touch by Writing for the Home and Garden section of
an artist and his paintbrush. The Victoria and Global Weblist, Phineas Gray states that “fabric
Albert Museum in London, England, credits the wallcovering is often composed of anywhere
influence of textiles for advancements in printed between 15 and 40% paper.” Wallpaper
wallpaper: “Textile patterns of all kinds provided Boulevard reminds customers and installers
inspiration to the paperstainers.” The French alike that “coated fabric wallpaper has the
in particular learned to emulate the sheen and designs on the coating, not the fabric.” Coated
depth of real silk and satin on paper. fabric is better suited for low-moisture areas. n
May 2019 - Page 5
Increasing the Ranks of Membership
The WIA welcomes those new members who joined in February and March this year.
John Kraft he employed 10 installers. When the economy
Kraft graduated from high school in took a downturn in 2003, he moved back to
1983, and joined the family business Minneapolis where the wallcovering business
as a fourth generation paperhanger. thrives.
The art of installation and figuring Continued learning and opportunities to
out patterns to create “awesome works of art” network with other installers inspired Dubose’s
attracted his interest initially and keep him in the decision to join the WIA. He explained, “I look
profession. forward to the friendships and continuing
He has worked primarily in the residential education of this industry I have been a part of
market in the Baltimore-Washington, DC for so long.”
metropolitan area, which includes many
historical properties, such as the Peabody Court Jeremiah Nealy
Hotel, Union Train Station, and the governor’s Another new WIA member also
mansion. He won first place in the Great Paper grew up in the wallcovering industry:
Chase, a guild-sponsored contest to which over Jeremiah Nealy. He apprenticed
150 installers from the Baltimore-Washington under his father who has 35 years
metro region were invited. of experience installing wallcoverings. A
Kraft’s father was a prominent member of decade ago, he went into partnership with his
the association, and he is proud to continue his father to form their company Steve Nealy &
family legacy of both Kraft Wallcoverings and Son Wallcovering, LLC, located in southern
membership in the WIA in Florida. Indiana. The business specializes in installation,
repair, and removal of wallpaper. The company
David Dubose has been part of the HomeAdvisor network
David Dubose credits divine for around 10 years, holds 10 awards, and
intervention for his introduction to maintains a 5-star review.
wallcovering installation. As a 19-year Nealy considered joining the association for
old, he counted among his friends years, but balked at the “paperhangers” part.
some men who worked for Cole’s Wallcovering “When I heard that they finally switched the
in Atlanta, Georgia. Through them, he secured name to wallcovering, I figured it was time to get
an apprenticeship with the company and, 28 on board!” Nealy said. “I never really considered
years later, still installs wallpaper. He noted that, it ‘wallpaper,’ as technically it isn’t; it’s primarily
like many WIA members, paperhanging seems vinyl. Wallcovering covers a bigger spectrum,
to run in families: his great grandfather was a including grasscloths, strings, fabrics, etc.”
paperhanger in Minneapolis, Minnesota. He also mentioned looking forward to
“Maybe paste runs in my veins as well,” networking within the trade. “It seems there
Dubose mused. are few of us left,” he said. Nealy added that he
Dubose recalled his musical background, takes “pride in knowing I’m one of the youngest
stating that upon graduating high school he and best installers in the area.”
was prepared to go to music school. Instead, he
said, “I spent the next chapter of my life playing John Gannon
keyboards at church and learning to install John Gannon started as a painting contractor
paper.” Two years later, he married, moved to as a college student studying business. He
Raleigh, North Carolina, and started his own received an offer from a company to wallpaper
business. At the height of his business there, (Continued on page 7)
May 2019 - Page 6
The Latest on Liners
Wallcovering installers use liners for two basic whether the installer uses a liner. With delicate
reasons: 1) to smooth over poor wall conditions, and sensitive wallpapers and scenic murals,
and 2) to stabilize delicate and sensitive liners offer a smooth, even surface to prevent
wallpaper. Covering the gamut of conditions that permanent creases.
relate to those reasons, liners come in two basic When using a liner, separate installation. Allow
types: bridging liners and blankstock. the liner to dry completely before installing the
Phil and Jennifer Curtis offer their insights on finished wallpaper over it.
wallpaper liners.
Ordering Hints
Liner Types Phil Curtis noted that liner doesn’t come
Made of a nonwoven substrate, heavy packaged the same as wallpaper. Most
duty bridging liners protect wallpaper from residential wallpaper, he said, comes in 21-inch
uneven surfaces and poor wall conditions. to 27-inch widths; liner can come in rolls as wide
Their nonwoven structure means they are as 54 inches by 300 feet – considerably larger
dimensionally stable, ergo, unlikely to stretch than the typical single or double roll of wallpaper.
or warp. Blankstock is, essentially, wallpaper When ordering liner, refer to the square footage
substrate without ink; it’s unfinished, unprinted of the surface to be covered. Do not assume that,
wallpaper. With good wall conditions, installers if your project requires a certain number of rolls
typically use blankstock with delicate and of wallpaper, then the measurement will translate
sensitive wallpapers. Blankstock, Jennifer Curtis into an equal number of rolls of liner.
said, wicks moisture from delicate wallpapers Wallpaper liners present an extra step in the
and helps mitigate shrinkage of the wallpaper by installation process that can make the difference
acting like a thin sponge. between a beautiful finish and a disaster.
Wallpaper does best when given a dry, smooth
Installation Hints surface that can yield a tiny bit and wick away
Liners are often installed horizontally to avoid moisture. n
the liner seams and the wallcovering seams Increasing the Ranks (Continued from page 6)
from falling in the same place. Cross-lining or
their office and had no idea how to go about it.
“railroading” the liner assists with counteracting
Speaking to an European craftsman who hung
the torque from the expansion and contraction of
the vertically installed wallcovering and gripping wallpaper who offered to show John how to
the seams to help reduce shrinkage. install wallpaper, he split the contract with the
The same adhesives used to affix the finished man and hasn’t looked back since.
wallpaper should also be used to stick the “I’ve always liked working with my hands,”
liner to the wall. That general rule of thumb Gannon said. He added, “I’m trying to get out
ensures equal drying time and bonding strength. of the painting business. It’s too mundane.
Sometimes, Curtis said, the outside facing Installing wallpaper uses more gray matter.”
surface of blankstock is pasted with a thin coat Gannon joined the WIA primarily to acquire
of adhesive and allowed to dry to provide extra greater exposure for his business. He spoke
bonding strength when the wallpaper is installed with an industry representative in Toronto who
over it. mentioned his company was always on the
Wall composition may affect the choice of lookout for installers. Gannon decided that
liner or whether a liner is used. For instance,
membership in the premier trade association
the smooth surface of sheetrock may remove
for wallcovering installers offered the extra
any need for liner; however, a textured plaster
wall or paneling will require a liner to provide a credentials and educational opportunities
smoother, more stable surface for the wallpaper. needed to improve his craftsmanship and his
Oftentimes, the wallpaper itself determines business. n
May 2019 - Page 7
Liner Primer
By Robert Kelly, Paper-Hangings.com
First up: there have been and type of polymers and
changes in the lining paper pulp.
market such that chemical Finally, we come to
pulp with polymer additives, recycled paper. This is
nonwovens, recycled paper, a type that has little to
and other new materials no polymers. It’s highly
are now appearing on the absorbent, but it’s also
market, all claiming to be more difficult to cut. This
“liner.” is the one that we call
For starters, a lining whitestock (WS-30), and
paper is simply anything it’s the one that I feel
under a wallpaper. Even a comfortable in offering for
nonwoven can be called sale. Testing by dozens of
a liner. And some of these paperhangers, plus my own
can be useful; for example, testing, proves that this one
prepping a textured or works.
sand-finished wall. But For more information
when hanging most from a longtime WIA
traditional and high quality wallpapers, a liner member and acknowledged wallcovering
should be absorbent above all. expert, consider purchasing a copy of The
The purpose of absorbency is to let the Showroom Handbook for Wallpaper Installations
finish paper dry out quickly and safely, grab the by Robert M. Kelly. Originally published in 1996,
seams, and prevent the nasty white line that the 88-page book can be purchased from www.
can result from a splitting seam, not unlike the paper-hangings.com for $19.95.
annoyance from a splitting headache. This article is reprinted with permission of
The problem with nonwovens has always the author. n
been at that point: absorbency.
INSTALLER
Nonwoven fibers such as rayon
or polyester are generally not
absorbent, even when they’re The
blended with pulp. Volume 44, Issue 2 • May 2019
Chemical pulp is different.
Chemical pulp is usually white The Installer is published bi-monthly by OFFICERS
and can be made from a variety of the Wallcovering Installers Association. President: Michael DiGilio, C.P.
Contact the WIA: Vice President: Steven Kaye, C.P.
different pulps. Polymer additives Treasurer: Heidi Wright Mead, C.P.
help chemical pulps by adding (800) 254-6477
info@wallcoveringinstallers.org Secretary: Gary Lucas, C.P.
wet strength. This helps trim better www.wallcoveringinstallers.org Past President: Vincent LaRusso, C.P.
around moldings. But, if the polymer NATIONAL ASSOCIATE CHAIR
EXECUTIVE VICE PRESIDENT Greg Laux, MDC Wallcoverings
content is over a certain amount, it Nancy Terry
can make the paper slick and shiny. REGION DIRECTORS
Chemical pulp is therefore in THE INSTALLER EDITOR Central: Susan Macuna, C.P.
Jennifer Curtis, C.P. West: Dennis George, C.P.
a kind of in-between category. Northeast: Dave Adams
Chemical pulp liners with additives Mid-Atlantic: Shelley Wilkins
seem to work okay, but how well South: Michael King
they work depends on the amount
May 2019 - Page 8
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