I stand for a nation of
Roofs are a simple and powerful way to reduce global warming, by using white or
light colored rooftops that reflect the suns energy, instead of dark colors, which
is no down side to Cool-Roofs. They save money, they save energy, they reduce
CO2 emissions, they reduce global warming; and, which I find incredibly
powerful, they are easy to understand and implement.
I decided to create an editorial supplement, a magazine-insert dedicated to
Cool-Roofs, to educate individuals, businesses, cities and states - a
supplement to educate all Americans - at once.
only can this supplement educate the nation about Cool Roofs and their impact, their ultimate implementation, is actually possible!
now more than ever, when we speak, there are people listening. When we listen,
there are people talking. When we teach, there are people learning from far
beyond our physical space. We now have the opportunity to speak with anyone,
started by calling the top cool-roofing experts in the country. Each of them
more committed than the last to the collective power Cool-Roofing has on our
planet. Each of them supported my project by contributing the extraordinary lineup
of editorial listed below.
A b2b - b2c powerhouse print
and online supplement for driving education, thought leadership, and
implementation of Cool Roofs nationwide.
physically distribute the supplement, I have partnered with Time Inc. Given the size and reach of Time Inc. brands, they order more paper and print more magazines than any company in the country. To keep costs low on a project this size, the supplement capitalizes on their efficiencies.
will insert the supplement into the top publications across the nation, to
total over 11 million in print circulation! The print version is for
reaching the people who don’t play online, as well as, some of the aging
baby-boomers, and a lot of our growing senior population.
online digital edition will educate an estimated 240+ million more people, totaling
over 256 million in combined circulation!
custom distribution even includes a pass-along rate to span far beyond the
▪ “In a hot climate, a
cool roof saves approximately 10 cents per square foot, per year,” according to
Hashem Akbari, the nation's authority on Cool-Roofs. “In the northern part of
the country, it is less. The savings are probably more like 3 to 5 cents per
square foot. But, still, there is a marked savings.”
▪ Add to it, our nation’s
ENERGY STAR program gives a tax credit for 30 percent of the cost of a
cool-roof, up to $1,500.
▪ If you expand beyond your
home commercial businesses benefit enormously, too. Think about the
stores in this one Florida strip mall example: a Bagel Shop 13% savings, Realty
Office, 19%, Daycare Center 24% savings on energy costs. And on the sunny side
of the mall, the Insurance Office 39% savings, the Book Store 48% savings in
▪ Now, let’s go beyond
one strip mall, and talk citywide, resurfacing the city’s roadways with
asphalt containing a white aggregate. Taking into account an estimated cost of
$60 million, saves energy consumers $57 million annually, a payback period of
just over one year.
▪ And beyond the city - If
all eligible flat and sloped roofs just in the tropics and temperate regions
were gradually converted to white, and cool colors, they would offset the
heating effect of the emission of roughly 24 Gt of CO2, that’s the equivalent
to getting 300 million cars off the road for 20 years!
lifespan of a roof is only 20-30 years, with proper education, followed by
national implementation, think about the quantity of cool-roof and
cool-pavement surfaces, which can add to our collective impact against global
The cost and energy savings,
and their impact, are clear, so what do we do about it?
we educate, that’s where the supplement comes in.
we start tracking our results and getting proud, that’s where the Cool-Website
comes in. Anyone who pledges money will be recognized and highlighted by
geography on a dynamic map of the United States. A state of the art map built
with Drupal, the world’s leading Content Management System. Your contribution
will continue to remain highlighted even after the website stops tracking
Cool-Donors and shifts to tracking Cool-Roofs!
And then, we let the
monthly press releases for a year as follow up to the top publications in the
nation, we will share the results accumulating in real time.
supplement is ready for layout and printing, as soon as we are funded, we order
so many media venues are involved, the publication is expected to infiltrate
the streets over a period of 1 to 2 months. Educating all walks of life, in
print, online, and in custom venues: like blogs, newsletters, and small town
papers. All, at once.
original plan was to have the Department of Energy fund my cool-roofs
supplement but spending has not been one of their priorities. I also thought
about getting corporate sponsors, advertisers, which is how my other
supplements have been funded, but this supplement is different, I don’t want to
sell it if I don’t have to.
want to distribute it, to everyone. And I want you to help me make this
editorial supplement a reality.
I want you to support it. I
want you to read it. And I want you to help me create a nation of Cool-Roofs!
Hashem Akbari, Lawrence
Berkeley National Lab Group Leader of the Elam group; Reflective Roofing Guru
the Cool Roofing Materials Database to the public's forefront for assistance in
product selection, this Database has been prepared by the Heat Island Project
within Berkeley Laboratory's Environmental Energy Technologies Division.
Andre Desjarlais, Oakridge
National Laboratory Building Envelopes Group Leader
Marc LaFrance, Dept of
Energy Technology Development Manager for Cool Roofs
Ronnen Levinson, Lawrence
Berkeley National Laboratory Heat Island Group
behalf of the U.S. Dept of Energy-Energy Efficiency and Renewable Energy- These
three authors share the facts about cool roofs, how they work and how to select
and buy the materials.
Julie Guyenet, Marketing
Liaison for the Cool Roofs Rating Council, CRRC
industry's leading Rating Council provides a summary of the direct and indirect
benefits for residential and commercial sector basics and how to use CRRC as a
resource. Established more than ten years, well known among roofers and
manufacturers, CRRC is cited in Title 24 and LEED.
Neelam-R Patel, EPA Local
Government Climate and Clean Energy Program, Heat Island Reduction Program
studies and what's happening on the local and state levels with roofing. Using
case studies about cities, which have revised ordinances or codes to use
Steve Ryan, EPA Energy Star
Star roofing product specifications, the history, progress, and energy, as well
as, economic benefits.
The Theory Until
Hashem Akbari, a researcher at the Lawrence Berkeley National Laboratory in
California, picked up a pencil to do the calculations, few realized the major
climate effect that millions of white rooftops could have by reflecting
sunlight back into space.
The Science Behind It As
sunlight pours down into Earth's atmosphere, some of the energy is filtered out
or bounces off clouds. About half the energy shines through as visible light
and some of that hits the tops of houses. If a roof is white, most sunlight
reflects back into space and doesn't heat the earth. But if a roof is a dark
color, the sunlight converts to heat rather than bouncing off as light. That
thermal energy then radiates off the roof back toward space, where it is
trapped by CO2 in the atmosphere.
The Result If
the estimated 360,000 square miles (less than 1 percent of the world's land
surface) covered by urban rooftops and pavement were a white or light color,
enough sunlight would be reflected back into space to delay climate change
Put another way, boosting how much urban rooftops reflect, called albedo (al-BEE-doh) in scientific terms, would be a one-time carbon-offset equivalent to preventing 44 billion tons of CO2 from entering the atmosphere, Akbari says. It's about the same as taking all the earth's automobiles off the road for 11 years! Now, that's cool!
Time Inc. will provide a lead production person to oversee the coordination of the entire project:
· Coordinate insertion requirements with all magazines
· Coordinate transfer of digital creative and print proofs to the printer
· Oversee the delivery of final blueline phase
· Manage all logistics associated with tipping to magna-strip or hanger
· Coordinate the shipping of the supplement to the bindery plants
The award winning design team at MB/I will do all layouts, as well as, build and manage the Cool-Website behind the project.
Other supplements in which I have partnered
· Emergency Cardiac Care Guidelines Supplement, American Heart Association
· The Future of Software, Fawcette Technical Publications
· Innovations in SQL Server Strategies, Penton Media
· American Banker’s Financial Technology 100, SourceMedia
· ePCR, Prehospital Patient Care Reports in the Digital Age, Elsevier Public Safety, Reed Elsevier
Be a Cool-Donor
And be acknowledged for leading the way into the future! You will earn a prominent listing on the Cool-Roofs national website highlighting your home or city on a map of the U.S.! All donors will be honored using their name, unless you'd prefer your donation be listed anonymously. Your contribution will continue to remain highlighted even after the website stops tracking Cool-Donors and shifts to tracking Cool-Roofs!
Questions about Cool-Roofs?
The most common question: Will Cool roofs significantly increase my heating bills in the winter months?
No. The roof is an insignificant source for heat gain in winter. While cool roof owners may pay slightly more to heat their homes, this amount is usually insignificant compared to the cooling energy savings during the summer. Why?
- In the wintertime, the sun is much lower in the sky and less intense. (Passive solar heating usually occurs from sunshine streaming through windows this time of year).
- There is a higher incidence of cloudy days, and in some regions the roof is covered in snow for long periods.
- Winter days are shorter (fewer hours of sunshine)
- A cool roof will not shed more heat proportionate to other types of roofing materials at night or on cloudy days. It will simply limit the amount of heat entering the building on hot summer days.