Document 15gY2V3awLroxDBEZK97JGgBK

George A. Martin (1864-1944) Beloved ^American Industrialist ARTHUR W. STEUDEL 0007-SWP-000005182 >t4* A*THU W. ITSUBU. PtrmiiHan ta aittrad it franltd fravidtd frofar cradit it ailaatad t Tha Naaatomtn Saeialy, at a hady, it act reifoniihla far aftmant txyrtutd m the faliening fagtt 1 Pint Printing: Octahar Ifat Stated Printing! Qttahar iyt* * Thit J/ttaeaman Addratt am delivered daring the "tytt Cleveland Dinner" af The Hem- tantan Satitty af England, haU ad Claaaiand, Ohia, at vMtk Mr, Steadal am gnatt af hanar, an Ottahar tj, i^< * m "George the diver ordinate would o and stock cent gpf would h; here, bet traveled 0007-SWP-000005183 I i often. He already owners; these paints to carry the name and tndemaric of the diversity of spheres, maker as a guarantee of quality--rather than the lead and oil : used amazedly to mixed with dry colors and earth colors, that had to be mixed by iterally the peddler hand by an expert painter. So did Henry Sherwin and so did sodation with nil- others in the company, give recognition. 33 or 79, I believe s, more days on the ** dth comparable re- Such a line of paint products could become nationally success ful, only if they were widely advertised. Again the advisability of advertising was recognized. But it certainly can be said of with him. And he nd forthright to a instinctive courtesy d his all too obvious George Martin that he visualized advertising on a national scale of a sco-p* that no one else, even Mr. Sherwin or Mr. Cottingham, ever dreamed of, up to his time. He felt that advertising should appeal directly to the consumer, rather than attempt to interest of action, it some- the dealer to put in a stock. His idea was to develop advertising, id rather than fol- using the dealer as a means to get the material to the ultimate : almost instinctive householder or consumer, and thus to create a demand which s experience in his s popular he was a would move the material off the dealer's shelves. As president of The Sherwin-Williams Company, he saw that the company's it manager of the name and trademark were synonymous with good paint in every , which at that time household in the United States, and a goodly number throughout amely: Cleveland, the entire World. While in Chicago, as Manager of the Western mesentatives made Division, Mr. Martin was perhaps the first to develop and em ole division. ploy direct mail advertising on a large scale. He conceived the idea of a calendar with paint chips on it, and he arranged for 1 mailing one each Spring to property owners whose names were "j * \ furnished by S-W dealers. The plan was a great success. The 7 and the strength, j businesl grew by leaps and bounds. resented the house )unds. Within three ** ** : division had gone rom a few hundred was our motto!" After seven years as Manager of the Western Division, Mr. Martin was transferred to Cleveland to take charge of the Auxil iaries department, which under his direction expanded to include it always is hard to that prove progresrdn's case. He early ed paints for home lead and zinc, mines, smelters, linseed oil plants, power plants, and tin can plants. He saw need for controlling all basic ingredi ents that enter a can of paint, if the quality of the product were to be as uniform as Sherwin-Williams was beginning to tell the [ *3 1 0007-SWP-000005184 N13253.01