{"id":6904,"date":"2013-06-01T00:00:00","date_gmt":"2013-06-01T00:00:00","guid":{"rendered":"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/"},"modified":"2017-06-09T20:25:34","modified_gmt":"2017-06-09T20:25:34","slug":"2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward","status":"publish","type":"articles","link":"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/","title":{"rendered":"2011\u20132012 Industry Measurement Survey: Commercial and Industrial Mechanical Insulation Market Moving Forward"},"content":{"rendered":"<p class=MsoNormal style='120%;\nnone;vertical-middle'><span style='color:black;-.05pt'>The<br \/>\nmechanical insulation industry, and the economy as a whole, continues to<br \/>\nrebound from the recent recession. The recovery is slow and varies by region,<br \/>\nmarket segment, and even within states. The good news is that the industry is<br \/>\nslowly recovering and the signs are there, although fragile, for continued<br \/>\nmoderate growth. The industry is moving forward.<\/span><\/p>\n<p class=MsoNormal style='13.5pt;\n120%;none;vertical-middle'><span style='color:black'>After<br \/>\nyears of significant growth (2003&ndash;2008), the commercial and industrial<br \/>\nmechanical insulation market saw a decline in 2009 of over 27%. The 2010 survey<br \/>\nindicated that the industry had potentially bottomed out and was beginning to<br \/>\nrecover. Like many other industries, we soon found that optimism was unfounded<br \/>\nand we had encountered a false bottom. 2011 yielded a 14.7% decline from 2010,<br \/>\nwhich&mdash;for all practical purposes&mdash;erased the gains of 2005&ndash;2008. Margin erosion<br \/>\nrepresented a significant portion of the 2011 decline. It does appear, however,<br \/>\nthat the bottom has been reached, with 2012 showing 3.5% growth over 2011.<\/span><\/p>\n<p class=MsoNormal style='13.5pt;\n120%;none;vertical-middle'><span style='color:black;\n-.1pt'>While the growth in 2012 is encouraging, it is<br \/>\nunfortunately beginning from a smaller base, and the general economic recovery<br \/>\nis still tenuous and subject to sudden change. Thus it is not a question of<br \/>\nwhether the recovery has begun, but at what pace it will continue. For the<br \/>\nfirst time, the industry survey asked respondents to provide information<br \/>\nrelative to growth expectations for 2013 and 2014. The respondents were<br \/>\nconfident about the recovery and indicated they were expecting, on average, a<br \/>\ntotal of 7% and 8.9% growth, respectively.<\/span><\/p>\n<p class=MsoNormal style='13.5pt;\n120%;none;vertical-middle'><span style='color:black;\n.1pt'>The survey was sponsored by the National Insulation<br \/>\nAssociation (NIA) Foundation for Education, Training, and Industry Advancement<br \/>\n(Foundation). The goal of the survey is to obtain valuable data regarding<br \/>\nsales, market size, and growth for the U.S. commercial and industrial<br \/>\nmechanical insulation market. Since the first survey was completed in 1997, the<br \/>\nmarket has shown a net growth that equates to a 2.4% annual compounded growth<br \/>\nrate. While that compounded growth rate may not seem overly impressive, you<br \/>\nmust consider that the recent recession drove an industry decrease of over 35%<br \/>\nfrom 2009 through 2011. Over the 16-year period in which the survey has been<br \/>\nconducted, the range of growth has varied from over 22% in 2005, to a decrease<br \/>\nof more than 27% in 2009. That is a severe variance in a relatively short<br \/>\nperiod of time.<\/span><\/p>\n<p class=MsoNormal style='13.5pt;\n120%;none;vertical-middle'><span style='color:black'>While<br \/>\nsurvey results are always subject to individual interpretation, the following<br \/>\ntakeaways have been generated through discussions held both before and after<br \/>\nthe tabulation of survey data.<\/span><\/p>\n<p><UL><\/p>\n<p class=MsoListParagraphCxSpFirst style='left:26.1pt;\n-.25in;120%;none;vertical-middle'><LI>The survey is based upon dollars, not units, and a consistent approach<br \/>\nhas been utilized over the 16-year period. Based on the survey methodology, the<br \/>\nresults should reflect conservative numbers. The survey does not include data<br \/>\nrelated to metal building insulation; heating, ventilating, and air<br \/>\nconditioning (HVAC) duct liners; original equipment manufacturer products; building<br \/>\ninsulation; refractory products; other specialty insulations; or insulation<br \/>\nproducts or technologies not currently encompassed in NIA&#8217;s scope of mechanical<br \/>\ninsulation products. The value added by fabricators and laminators has not been<br \/>\naccounted for, nor has the potential impact of imported products from outside<br \/>\nNorth America.<\/p>\n<p class=MsoListParagraphCxSpMiddle style='left:26.1pt;\n-.25in;120%;none;vertical-middle'><LI>The survey is meant to be a national picture for the respective calendar<br \/>\nyear. Based upon observations and feedback, there are significant geographical<br \/>\nand product variances in the survey results. This is consistent with any survey<br \/>\nof such a broad nature.<\/p>\n<p class=MsoListParagraphCxSpMiddle style='left:26.1pt;\n-.25in;120%;none;vertical-middle'><LI>The growth exhibited in 2010 could have been created by a simple spike,<br \/>\nor by completion of backlog carried over from 2008, which would indicate the<br \/>\ndecline in 2009 was potentially deeper than originally reported.<\/p>\n<p class=MsoListParagraphCxSpMiddle style='left:26.1pt;\n-.25in;120%;none;vertical-middle'><LI>The industry declined from its peak in 2008 ($13.0 billion) by 35.4%, to<br \/>\nwhat we assume\/hope is the bottom of the recession ($8.4 billion) in 2011.<\/p>\n<p class=MsoListParagraphCxSpMiddle style='left:26.1pt;\n-.25in;120%;none;vertical-middle'><LI>Every channel experienced some degree of margin reduction in the 2009<br \/>\nand 2010 reporting period. On average, it is estimated that the decline was 1.5<br \/>\npoints. Over 28% of the decline in 2011 is attributable to the margin decline<br \/>\nin the distributor and contractor segments. The margin decline in the<br \/>\nmanufacturing segment is not known, but it is expected to be in the same range.<br \/>\nIn all likelihood, the decline in 2011 was closer to a 60:40 ratio&mdash;60% in units<br \/>\nwith 40% margin erosion. The growth in 2012 appears to be substantially all<br \/>\nunit growth.<\/p>\n<p class=MsoListParagraphCxSpMiddle style='left:26.1pt;\n-.25in;120%;none;vertical-middle'><LI>Accessory products on a dollar<br \/>\ncomparative basis to core insulation materials declined similarly in 2011 as in<br \/>\n2010, at 11.2% and 11.9%, respectively, while core insulation product growth in<br \/>\n2012 over 2011 was significantly higher, at 5.0% versus 0.9%, respectively. The<br \/>\nbreakdown of the 2011 decline is not known, but it is thought to be reasonably<br \/>\nsplit between unit decline and margin erosion. The 2012 growth seems to<br \/>\nindicate that growth in interior mechanical insulation systems, generally used<br \/>\nin the commercial market, was greater than in the industrial market, which can<br \/>\nrequire more extensive finishing systems.<\/span><\/p>\n<p class=MsoListParagraphCxSpMiddle style='left:26.1pt;\n-.25in;120%;none;vertical-middle'><LI>Over 78% of the survey respondents provided input to the 2013 and 2014<br \/>\ngrowth expectation questions. For 2013, the growth expectations ranged from 3%<br \/>\nto 15%, with the average being 7%. For 2014, the range was 3% to 17%, with an<br \/>\naverage of 8.9%. If one omits the overly modest and confident respondents, the<br \/>\naverages are 6.6% and 8.9%. Those expectations seem to be reasonably in line<br \/>\nwith the overall commercial and industrial construction market forecast.<br \/>\nHowever, that also begs the question: has the mechanical insulation industry<br \/>\nforecast taken into consideration the lag time between construction starts and<br \/>\nmechanical insulation installation requirements? The industry forecast does not<br \/>\ndifferentiate growth expectations between new construction, retrofits, or<br \/>\nmaintenance. Historically, forecasts of this nature include a blend of each,<br \/>\nwith new construction being the largest percentage. Regardless, the forecasts<br \/>\nare optimistic and refreshing after four rollercoaster years.<\/p>\n<p class=MsoListParagraphCxSpMiddle style='left:26.1pt;\n-.25in;120%;none;vertical-middle'><LI><span style='-.05pt'>Approximately 50% of respondents<br \/>\nseparated their growth expectations between unit and dollar growth. Based upon<br \/>\ntheir responses, it appears that 60% of the growth for 2013 and 2014 will come<br \/>\nfrom unit growth, and the balance in dollar growth. In other words, an increase<br \/>\nin unit cost&mdash;or sales price, depending upon your point of view&mdash;is expected to<br \/>\nrepresent 40% of growth expectations over the 2-year period. The ratio between<br \/>\nunit and dollar growth is good news, as unit growth is important to sustained<br \/>\ngrowth.<\/span><\/p>\n<p class=MsoListParagraphCxSpMiddle style='left:26.1pt;\n-.25in;120%;none;vertical-middle'><LI>Unfortunately, the survey methodology does not allow for interpretation<br \/>\nbetween the commercial and industrial market segments. As noted in previous<br \/>\nsurveys, the unit increases or decreases were probably led by the commercial<br \/>\nsegment, while the dollar increase may have been somewhat equivalent between<br \/>\nthe two markets. The decline in export product sales created by global economy<br \/>\nissues would have contributed to the 2011 decline.<\/p>\n<p class=MsoListParagraphCxSpLast style='left:26.1pt;\n-.25in;120%;none;vertical-middle'><LI>The survey readership always requests more information by segment,<br \/>\nregion, and a host of other meaningful categories. Obtaining that type of<br \/>\ninformation, however, is dependent upon survey respondents choosing to disclose<br \/>\nit.<\/p>\n<p><\/UL><\/p>\n<p class=MsoNormal style='13.5pt;\n120%;none;vertical-middle'><span style='color:black'>The<br \/>\nlast several years have been difficult; although signs of recovery were evident<br \/>\nin 2012, it was a challenging year. All<br \/>\nsegments&mdash;manufacturing, distribution\/fabrication, and contracting&mdash;responded to<br \/>\nthe challenges, as they have in the past (although it is much easier, and more<br \/>\nfun, to respond to the challenges of growth versus decline). Though the economy<br \/>\nhas been problematic in the past few years, the future is looking much brighter,<br \/>\nwith the potential for sustained growth.<\/span><\/p>\n<p class=MsoNormal style='13.5pt;\n120%;none;vertical-middle'><span style='color:black'>We<br \/>\nshould not undervalue the impact the industry&#8217;s educational and awareness<br \/>\ninitiatives have had. Without those efforts, the bottom may have been deeper<br \/>\nand the recovery even slower. I would like to extend a sincere thank you to<br \/>\nNIA&#8217;s Associate (manufacturer) Members who participated in the survey, the<br \/>\nindividuals who contributed to the informal survey supporting data, and to all<br \/>\nthe contributors to the NIA Foundation for Education, Training, and Industry<br \/>\nAdvancement. The Foundation and your support are making a difference in the<br \/>\nindustry.<\/span><\/p>\n<div id=\"images\">\n<div class=\"figure\"><a href=\"https:\/\/insulation.org\/wp-content\/uploads\/2017\/06\/IO130601_01.jpg\"><img decoding=\"async\" src=\"https:\/\/insulation.org\/wp-content\/uploads\/2017\/06\/IO130601_01.jpg\"\/><\/a><b>Figure 1<\/b><\/div>\n<div class=\"figure\"><a href=\"https:\/\/insulation.org\/wp-content\/uploads\/2017\/06\/IO130601_02.jpg\"><img decoding=\"async\" src=\"https:\/\/insulation.org\/wp-content\/uploads\/2017\/06\/IO130601_02.jpg\"\/><\/a><b>Figure 2<\/b><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The mechanical insulation industry, and the economy as a whole, continues to rebound from the recent recession. The recovery is slow and varies by region, market segment, and even within states. The good news is that the industry is slowly recovering and the signs are there, although fragile, for continued moderate growth. The industry is<\/p>\n","protected":false},"author":[308],"featured_media":0,"template":"","categories":[37,38,21,291,297,299,302],"class_list":["post-6904","articles","type-articles","status-publish","hentry","category-market-research","category-material-selection","category-business-managment","category-association-news","category-basic-understanding","category-foundation","category-economy","author-ronald-l-king"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.0 (Yoast SEO v24.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>2011\u20132012 Industry Measurement Survey: Commercial and Industrial Mechanical Insulation Market Moving Forward - Insulation Outlook Magazine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2011\u20132012 Industry Measurement Survey: Commercial and Industrial Mechanical Insulation Market Moving Forward\" \/>\n<meta property=\"og:description\" content=\"The mechanical insulation industry, and the economy as a whole, continues to rebound from the recent recession. The recovery is slow and varies by region, market segment, and even within states. The good news is that the industry is slowly recovering and the signs are there, although fragile, for continued moderate growth. The industry is\" \/>\n<meta property=\"og:url\" content=\"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/\" \/>\n<meta property=\"og:site_name\" content=\"Insulation Outlook Magazine\" \/>\n<meta property=\"article:modified_time\" content=\"2017-06-09T20:25:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/insulation.org\/wp-content\/uploads\/2017\/06\/IO130601_01.jpg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/\",\"url\":\"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/\",\"name\":\"2011\u20132012 Industry Measurement Survey: Commercial and Industrial Mechanical Insulation Market Moving Forward - Insulation Outlook Magazine\",\"isPartOf\":{\"@id\":\"https:\/\/insulation.org\/io\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/insulation.org\/wp-content\/uploads\/2017\/06\/IO130601_01.jpg\",\"datePublished\":\"2013-06-01T00:00:00+00:00\",\"dateModified\":\"2017-06-09T20:25:34+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/#primaryimage\",\"url\":\"https:\/\/insulation.org\/wp-content\/uploads\/2017\/06\/IO130601_01.jpg\",\"contentUrl\":\"https:\/\/insulation.org\/wp-content\/uploads\/2017\/06\/IO130601_01.jpg\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/insulation.org\/io\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"2011\u20132012 Industry Measurement Survey: Commercial and Industrial Mechanical Insulation Market Moving Forward\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/insulation.org\/io\/#website\",\"url\":\"https:\/\/insulation.org\/io\/\",\"name\":\"Insulation Outlook Magazine\",\"description\":\"The only global magazine dedicated to insulation.\",\"publisher\":{\"@id\":\"https:\/\/insulation.org\/io\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/insulation.org\/io\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/insulation.org\/io\/#organization\",\"name\":\"National Insulation Association\",\"url\":\"https:\/\/insulation.org\/io\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/insulation.org\/io\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/insulation.org\/io\/wp-content\/uploads\/sites\/3\/2016\/10\/insulation-outlook-logo.png\",\"contentUrl\":\"https:\/\/insulation.org\/io\/wp-content\/uploads\/sites\/3\/2016\/10\/insulation-outlook-logo.png\",\"width\":229,\"height\":90,\"caption\":\"National Insulation Association\"},\"image\":{\"@id\":\"https:\/\/insulation.org\/io\/#\/schema\/logo\/image\/\"}}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"2011\u20132012 Industry Measurement Survey: Commercial and Industrial Mechanical Insulation Market Moving Forward - Insulation Outlook Magazine","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/","og_locale":"en_US","og_type":"article","og_title":"2011\u20132012 Industry Measurement Survey: Commercial and Industrial Mechanical Insulation Market Moving Forward","og_description":"The mechanical insulation industry, and the economy as a whole, continues to rebound from the recent recession. The recovery is slow and varies by region, market segment, and even within states. The good news is that the industry is slowly recovering and the signs are there, although fragile, for continued moderate growth. The industry is","og_url":"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/","og_site_name":"Insulation Outlook Magazine","article_modified_time":"2017-06-09T20:25:34+00:00","og_image":[{"url":"https:\/\/insulation.org\/wp-content\/uploads\/2017\/06\/IO130601_01.jpg","type":"","width":"","height":""}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/","url":"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/","name":"2011\u20132012 Industry Measurement Survey: Commercial and Industrial Mechanical Insulation Market Moving Forward - Insulation Outlook Magazine","isPartOf":{"@id":"https:\/\/insulation.org\/io\/#website"},"primaryImageOfPage":{"@id":"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/#primaryimage"},"image":{"@id":"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/#primaryimage"},"thumbnailUrl":"https:\/\/insulation.org\/wp-content\/uploads\/2017\/06\/IO130601_01.jpg","datePublished":"2013-06-01T00:00:00+00:00","dateModified":"2017-06-09T20:25:34+00:00","breadcrumb":{"@id":"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/#primaryimage","url":"https:\/\/insulation.org\/wp-content\/uploads\/2017\/06\/IO130601_01.jpg","contentUrl":"https:\/\/insulation.org\/wp-content\/uploads\/2017\/06\/IO130601_01.jpg"},{"@type":"BreadcrumbList","@id":"https:\/\/insulation.org\/io\/articles\/2011-2012-industry-measurement-survey-commercial-and-industrial-mechanical-insulation-market-moving-forward\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/insulation.org\/io\/"},{"@type":"ListItem","position":2,"name":"2011\u20132012 Industry Measurement Survey: Commercial and Industrial Mechanical Insulation Market Moving Forward"}]},{"@type":"WebSite","@id":"https:\/\/insulation.org\/io\/#website","url":"https:\/\/insulation.org\/io\/","name":"Insulation Outlook Magazine","description":"The only global magazine dedicated to insulation.","publisher":{"@id":"https:\/\/insulation.org\/io\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/insulation.org\/io\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/insulation.org\/io\/#organization","name":"National Insulation Association","url":"https:\/\/insulation.org\/io\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/insulation.org\/io\/#\/schema\/logo\/image\/","url":"https:\/\/insulation.org\/io\/wp-content\/uploads\/sites\/3\/2016\/10\/insulation-outlook-logo.png","contentUrl":"https:\/\/insulation.org\/io\/wp-content\/uploads\/sites\/3\/2016\/10\/insulation-outlook-logo.png","width":229,"height":90,"caption":"National Insulation Association"},"image":{"@id":"https:\/\/insulation.org\/io\/#\/schema\/logo\/image\/"}}]}},"_links":{"self":[{"href":"https:\/\/insulation.org\/io\/wp-json\/wp\/v2\/articles\/6904","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/insulation.org\/io\/wp-json\/wp\/v2\/articles"}],"about":[{"href":"https:\/\/insulation.org\/io\/wp-json\/wp\/v2\/types\/articles"}],"wp:attachment":[{"href":"https:\/\/insulation.org\/io\/wp-json\/wp\/v2\/media?parent=6904"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/insulation.org\/io\/wp-json\/wp\/v2\/categories?post=6904"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/insulation.org\/io\/wp-json\/wp\/v2\/author?post=6904"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}