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NEW AGE FOR STEEL MARKETING DESCRIBED BY AISI EXECUTIVE

 NEW AGE FOR STEEL MARKETING DESCRIBED BY AISI EXECUTIVE
 DETROIT, Oct. 16 /PRNewswire/ -- Bolstered by environmental and


manufacturing trends that favor steel's total recyclability and low cost compared with other materials, the steel industry has arrived at a new age for steel marketing.
 That was the message delivered in a speech today at the Detroit Press Club by David Jeanes, vice president of the American Iron and Steel Institute (AISI), Washington, D.C.
 Jeanes was in Detroit to help kick off an aggressive information program by the Automotive Applications Committee of AISI, called "Driving The Future."
 "The marketing opportunity has never been better to create greater awareness of steel's compatibility with today's environmentally sensitive world," Jeanes said.
 He added that manufacturers, more and more, are embracing steel's recyclability, a trend that will continue well into the next century as the need for disposability of goods grows. Steel continues to be North America's most recycled material, with nearly 60 million tons recycled last year alone -- more than all other materials combined.
 Today's steels provide the auto manufacturer with the quality, strength, formability and finish making it the most cost-effective engineering material available.
 In addition, it meets the demands of today's consumer for safety, durability, recyclability and appearance.
 He added that the steel industry virtually has re-invented itself in North America since 1980, spending more than $22.5 billion to modernize steel facilities. It now ranks among the world's most efficient steel producers.
 Jeanes said a comprehensive information program launched from Washington in 1991 by AISI now is being extended by the Automotive Applications Committee in Detroit with its "Driving The Future" program to promote automotive steels.
 "We are conducting similar aggressive marketing tactics in our construction, container and appliance markets," Jeanes said.
 Jeanes said these efforts help create a better understanding of the value of today's steel industry in terms of contributions to our economy, its role in our vital North American manufacturing base, and the versatile material it produces and continues to advance through research and engineering.
 Jeanes said the new marketing approach can invigorate the marketplace for steel, change misperceptions about steel, and sell steel.
 AISI is a nonprofit association of the iron and steel industry. Its purpose is to engage in activities of common interest to its members. These pursuits include cooperative ventures that would not ordinarily be undertaken by individual members and which are of general concern to all. AISI was incorporated in 1908 and has members in the United States, Canada and Latin America.
 -0- 10/16/92
 /CONTACT: Jim O'Toole or Victor Pytko of PR Associates, Inc., 313-963-3396, for AISI/ CO: American Iron and Steel Institute ST: Michigan IN: AUT MNG SU:


DH -- DE015 -- 0980 10/16/92 13:11 EDT
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Date:Oct 16, 1992
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