Metal Roofing Celebrates 20th Anniversary

Twenty years sounds like a long time, but “2001” feels like yesterday. This issue marks two solid decades of it Metal Roofing Magazine, which began with the February 2001 issue. If you scroll through the first edition, you will see that a lot has changed in the industry. However, we are pleased to share that many companies showed their support through advertising back then and are still with us today.

We asked Kyler Pope, former Advertising Sales Manager Metal Roofing Magazine‘s original parent company, for its take on what led to the magazine’s founding. He had a lot to share: Metal roofing 20th anniversary logo

“We were in a unique position in those early days; the publication grew out of a striking void. There were great trade magazines reaching the metal construction, general roofing and rural low-rise markets, but none specifically focused on metal roofing. Metal roofs were nothing new; metal is possibly one of the oldest materials used for roofing. We saw it in the agricultural markets for years, but who covered its use for residential and commercial roofing? No one.

“Many of the companies we talked to already expanded their market reach in the roofing market. They offered a higher quality metal roofing product, demanded better paint systems to reduce lime and discoloration, and there was a call for better materials that showed no rust. Basically, the metal roofing industry faced the stereotype that the product was only good for agricultural construction. But if you look at some of the best architectural projects in the world, you can see their longevity. Jumping forward we saw agricultural buildings with metal roofs that last 40 to 50 years and were still fully functional.

“In the magazine’s early days, there were many myths that needed to be addressed. I remember working architecture and roofing fairs speaking to attendees who believed that metal roofs pulled lightning, that they were loud when it rained, or that they were much more expensive than the alternative. In the beginning, we saw little acceptance from the industry. There were few metal roofing installers and asphalt did not let its market share go without a struggle.

‘I think one issue of the magazine contributed to a different mindset. In the early 2000s, wildfires in Southern California were all over the news – nearly the largest and most destructive series of wildfires in the history of the state. There were pictures of charred land … whole neighborhoods destroyed. A photo emerged of Decra showing the decimated landscape with one house still standing – a house with a metal roof. We have it on the cover of Metal Roofing Magazine (August / September 2002), and picked up everywhere. We had numerous calls for reprints, and I think that story got us a seat at the table. Suddenly we saw more presence of metal roofing at trade fairs. The old NRCA show (now IRE) reserved a space specifically for metal roofing, and we saw a debate arise about its value. That launched a series of articles that dealt with the forces of nature and how metal roofs withstand the elements. Four hurricanes hit Florida in 2004. There were reports that concrete tiles became rockets in the wind, while many correctly installed metal roofs withstood the attacks of Charley, Frances, Ivan and Jeanne. Here we saw a real leap. More companies offered high-quality metal roofing products and paint systems were improved. Cover of the first issue of Metal Roofing Magazine 2001

“The style of metal roofing that I saw most acceptance early on was stone-clad metal clapboards. It made sense; this style resembled asphalt shingles. The stone-clad companies aggressively marketed their products and invested in testing. They saw an opportunity to grow in the residential market and focused on it. The standing seam has the largest share of the metal roofing market, but the more unique styles have always had the opportunity to grow. Stone-coated shingles quickly gained market share, and more products with the appearance of slate, clay, or wood shake were introduced. Then we saw more improvements… the warranties went from 20 years to 40 years to Lifetime. We saw progress in siliconized polyester paints and PVDF coatings. Better training became something that all companies were lagging behind.

“I think metal roofing is getting more acceptable every year. You can see it in all regions; each subdivision appears to have one or two houses with a metal roof. Associations such as the Metal Roofing Alliance have played a key role in spreading the word and helping increase homeowner adoption. Metal Roofing Magazine (I hope) was an instrumental part of the growth. We were the voice of the industry. We lived the industry. The editors were in constant conversation with contractors and manufacturers. We all felt that we were involved with the best product on the market and our job was to tell the world.

The general message: Metal Roofing Magazine and the metal roofing industry are what they are because of key figures who roll up their sleeves in the early 2000s: the people of all the companies featured over the years and the magazine team itself. I had some of the best editors I could have ever worked with. And I had to talk to people about an industry that I absolutely had a connection with. I made lifelong friends in this market – people all over the world who talked to me about their lives and every now and then we talked about metal roofing. ” Mr.

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