Document 2JkkaO8b6RzZEQyZONpe885Qa

Sh e r w in -Wil l ia ms N46253 0007-SWP-00Q142186 $#BW*N-WfiJ-JAM$ CO. A.W.lTllJDCL CKMUTIVR rnccs l<5 "HOSOCCT AVC+H.vt. CLCVVAHS,OHID TO SHERWIN-WILLlAMS AUTHORIZED DEALERS: This is Sherwin-WlHiams 75th yeat In business -- cur Diamond Jubilee Xear, It is the greatest year In our history, frqm the standpoint of volume of sales and growth in the number of members of our Dealer family -- a fitting celebration and climax to 75 successful years. We are grateful for all of the contributing elements to the growth and success of our business, not the least of which has been the type and caliber of men within cur organisation during these past 75 years, as well as the type and caliber of cur Dealer organization -- the finest and best in the Induetty. Together, Sherwin-Willieas end its Dealers have faced JDQGSKCIES't over a period of 75 years, and we have cane cut of each one streager than before. Together, we have experienced "WARS0 and "DEPRESSIONS1* over a period of ?5yars, and out of ^ech. we have cen stronger than ever. It is the elm and determination of our Company to emerge fVrTn the present unsettled world ctnditlcns into times of Peace, with a system of Dealer distribution that will be physically stronger and more productive than ever in the past. This, like all progress we have formerly achieved, will cane ally thru wise planning and hard work -- never losing sight of our objective, even in times of great stress* It is cur plan to work with our Dealers in every way to supply vigorous and positive merchandising, advertising and selling plans which will enable cur Dealers to maintain their undeniable leadership in paint merchandising in their respective communities, so that when Peace returns to the world and Industry resumes Its normal aspect, the wild scramble for every available customer will find each Sherwin-Williams Dealer in the strongest possible position. With this Anniversary Message I send greetings to SherwinWilliams Dealers everywhere, end assure you of our desire to support you in every practical way to insure maximum future progress. Most sincerely, AWS-B President S-W GIVEN CONTRACT TO OPERATE HUGE SHELL LOAD ING PLANT The ground has been f broken by The SherwinWilliams Company for the construction, man agement and operation of EXPANSION RUSHED: To produstfofl. rccuRing iron Jv(n*o orders. eon9Utlion i* belnt meted on two new units at Cbi-cejio. Above: {{tent warehouse could llSUtO 3 football Soldi. Left: now diemical manufacturing unit* MIDDLE: New titanium precasting plunt, Gloucester City, N. J. RIGHT i New Argentina paint plant rMently completed will h2p take toad off domestic production. a huge bomb ami shell loading plant known as Illinois Ordnance Works, to be built on Crab Or ftUt/T GOES chard Lake at Marion, Illinois. The department's ^Hrc official announcement concluded a series of discussions between Army officials and Sherwin-Williams' Hoard Chairman George A, Martin, and President Arthur W. "ALL OUT" FOR DEFENSE Sieudel. A separate company known as The SherwinWilliams Defense Conxiratirni has been set up to If you want to see how completely paint hits gone "all out" for defense you need only visit any one of Shcrwiti-WiUUtTK* 22 factories, (every where it's DEFENSE, from Chairman of the Board George A. Martin and President Arthur W. Steudel down t o the shipping clerks. ilUpalcrliing tonnage and gaJlonage in undreamed o, fan tastic figures. The announcement of the company's important defense job cf constructing, managing and oper:.i: . he huge new shall loading plant in Southern li-r is entirely over and abort the regular day in and day out, twenty-four hour production of needed paints, varnishes, lacquers and other pro tective. coatings for UnuTe Sam, World's Earnest Customer And Uncle Stun is the world's largest customer for paints .. - for the army, navy, air force, hous ing and hundreds of first line defense require ments itoL to mention all the indirect needs and uses. .Mobile equipment, tanks, combat cuts, scout oars, troop carriers, supply tanks . . . every iwurt of every unit must be finished with flat olive limb to prevent corrosion, to facilitate maintenance, to blend with surroundings. Also, every piece must be stencilled for identification with blue paint that photographs poorly. The volume of stencil paint alone is staggering. Shell* Need Paint Protection Shell-makers lean heavily on finishing materials. Whether 37mm. or I5nun., shells must be coated inside and out . , , inside to prevent dangerous reaction between rnntiU and explosive and outside to prevent corrosion and for identification pur poses. Automatic spray roaclunes licit coal 105mm. shells, coupled with infra-red baking machines cun turn out finished shells at the rare of 1,000 per hour are now in use. They contrast amazingly with the 40 per hour output obtained with, ten-men hand-painting crows in 1018. Metal and wood shell boxes must also bt finished. Bombs, too, are carefully finished inside and out. Here again, automatic spray machines lake sizes from small incendiaries to 2,(XX) pound de molition bombs and cuat them so perfectly that not a single bare, spot remains to react with the explosive. Unlike shells, bombs arc rarely crated and must, therefore, be protected against rust with zinc chromate primer and synthetic enamel or lacquer. Other Uses of Finishes Assault boats must he finished to Ust years widujiit deterioration. Submarine inferiors are cork-sprayed. Trunks anti lockers ami supply cases are manufactured and finished by tlie hundred thousand: cols and mosquito hors by the million; gas masks and helmets; pontoon bridges; guns of all types; airplanes, finished inside and out: and ships ,, , from dreadnoughts to FT boats . . . are a finishing job that never ends. And so it goes. Organic finishes have their finger in every munition pic. And unless carefully (Contimtcd on page t i) operate the new projurt on a management contract with headquarters at Cleveland, Ohio. By tins ac tion, the world's largest paint manufacturer make* available to the government many of its trained management and production experts. Iu charge of the new ordnance plant's operation will he E. 1C. Ware, Vice President of The Sher win-Williams Co., who for many years has beer, technical advisnr to the president. In addition to many years of chemical engiacv-riug and operating I'jqwrienco in the paint industry. Mr. Ware was active iu the World War Muscle Shoals develop ment, where lie .served ns a lieutenant colonel. For the past Lwo years. Colonel Ware lias been in cliargu of developing and orienting the new Shcrwin-Williams Titanium Plant at Gloucester. N. J. The new plant site in Southern Illinois com prises some 25,000 acres. Of hind. Exclusive of the cost of the land, the estimated construction cost of the works including equipment is between $27, 000,000 and $40,000,000. The construction ant*, operation of the plant will require several thou sand men, most of whom are expected tube draw iron: the immediate, vicinity of the plant she. While the oiumiuiition-lgadiiig o|>exalim will be new to The Slierwm-WilHaiiw Co> and differ ent from paint and varnish manufacture, never theless the company lias acquired experienced and trained personnel through, the operation oi its 22 factories, which include chemical, tlye, dry color and insecticide plants. The entire Sherwin-Wil liams business is a basic chemical operation: involv ing mass production, all of which experience fits with the rttttutTvments of the new operation. "fL behoove* any of us who have (rained chemi cal 4nd production men and an oignnl/.alion to do our utmost in this emergency," Mr. Stcudel said. "Simply to carry out our usual functions of manu facturing the regular lines and pioducts is not enough. Naturally, the new* Sherwin-Williams De fense Corporation will not interfere in any way with our regular defense business in supplying MODERN EQUIPMENT: Mcdern Jiijb ipecJ mill* which bundle huge aLLacwc are baiat uacd extensively In S-W plants. Above. left tv right: Bull mill, five fuller mill end electric varniah kettle agitator. large quantities of needed, paint, enamel and var nish products for defense production." 3 '* s. 0007-SWP-000142188 ...and Paint Sales increased, First 20%, then 40% McCURDY FAINT COMPANY Springfield, Missouri August 25,1941 Mr, J. L> Griffin Slier wm-lVi'lliarns Co, Kansas 0'tyPMo. Dior Mi*. Griffin: We Iwvp recently bad & very intereitinf. experi ence with r-uf Style CJiiVJe Trending S rvi& end fuel sure that you ivotitd bo interested in some. We have been placing our Style Guides with Ileauiy Shops, Department Stores, etCn lor iIh d Io v purposes and recently placed one with the largest furniture dealer in Springfield Mitring the muntil of July, we culled Ld pick up the Blue Style Guide ond was confronted with thi restUfk from the general manager of this Furniture Hare; "Our storehas sold numerous sets of drtpes, end our Decorator has completed a new home with the aid of your Style Guide, ) prefer tlirit you leave ynur Guide here or, rend me two more copies of same Lor disploy in iir sales department,*' With this in mind, we received cueh for 2 Style Guide*, belli Wed und BJu Of $20.00 With a rehate due as soon at their purchase* pntouAt to $200.00 for a 90-diiy period, from their jefiplkhing depart ment. Retttlcs f our 1.ending Service from tin's uue call should amount to approximately $1,040.00 per yeur frum this limit furniture sturc, along wfrh * each deposit for both Style Guidos. Yours very truly, McCurdy Paint Co. By Trvin Btirgcfry (Signed) An impressive gnmp of top-flight paint retailers --men who know their business from "A,J to "Z"-- were discussing Lhc Style Cumin, pro pnri con. As they studied results, one thing became evident in ease after case: where the Style Guide was jei'ir it was selling'- -selling in direct proportion to the amount of display given it. . The means of display were then studied. Al] agreed that ile.ptrlment stores were glad to cooper ate in displaying tin* Style Guide because it indi rectly' help* sell Ollier related items. They have proved helpful in furniture, drapery and floor cov ering department!!; they have been eUecln'e in tlx: heating' and plumbing dcparlmenis, and in the housewares and house furnishing sections. Sell Knscmbles Things for flic home arc sold today ns cnscitifiles. Colors are correlated, A paint side may come from the drapery department or vice versa. The currcni trend for linishe.il recreation rooms in the basement has lead to painting, heating and plumbing business un a big scale. Note the interest in. "rumpus" rooms displayed in the Style Guide. T-umber yards displaying the Style Guide in their offices find they (lu so to their marked advantage. J-ikc free plans, free color schemes create great interest. Lumber yards on the outskirts of town find the Style Guide displayed in vacant windows gets them "up town'" representation. Lumber mills liavr found the Stylo Guide sells from cellar :o roof, including cabinets and all other niillwork. Banks, in business to m;ifce loans, find the Style Guide to be a great asset; arc glad to display it cooperatively. Furthermore, real esate offices find it Sells and rents homes. These, displays alt assist Ihe alert dealer to get the Style Guide before the public, to create lendings. In the files of Style Guido Success Stories, doctors and dentists' reception rooms, theatrelobbies, hotel solarium*. etc., arc listed as excellent. Stamp Display Copies. Libraries, because of the Style Guides' reference value, gladly and proudly display it, Chib rooms areciihailccij by il, lu the dealers1 advantage. Kv-rry Guide should have the message, "Borrow a copy of this Style Guide free. Gill (Dealer's Name Address and Phone number). No obligation.'' stamped on the display copies in a number ot places throughout the book. lu Wilkes-Barre, Pennsylvania, for example-- and this is only one outstanding case in many--the Style Guide, as a medium, was tested exclusively. A 20% sales gain was reported on top of a pre vious year's 40% gain! Itight now, a Style Guide is on display At rvrry point where the public congregates. In each in stance a placard, accompanies il; lells htnv il mu Ik borrowed. I f you wore to go to Wilkes-Barre today, you would find the Style Guide iu furniture stoves, in beauty shops and barber shops, in club rooms. You would find il on display at any of the Singer Sewing Machine Company's classes. Stimulates Lending* Church groups get 5 cent* for each lending they secure--out lending alone Jed lu a $400.00 rmler. "Displays are constantly in the window of the store and along the walls o Ihc store," said the store manager reporting this case. "We take evert' customer over to the StyIe Guide, and we sell paint.' Wilkes-Barre literally made the Style Guide the "talk of the town" for they even trained a parrot to say and repent--"Borrow a Stylo Guide. Borrow a Style Guide." llon't miss the fcnjHirtant message on the next pa**- | ACCENT ON YOU. This ample hand lettered card proved to be a real "lending service'* stimulator. WILKES-BARRE has litimdly papered its store walls with Style Guiie page*. One Itrw of pages is used as a runtiiog mural around the entire store. Hie tack wall has been made iato a photo gallery. Anyone showing interest in these pa fit* h immediately told he may harrow a Styl* Guide to like home, 4 \ 0007-SWP-000142189 NOW... Style Guides fop Public Display Sh e r w in -Wil l ia ms Helps You prospect for New Customers with a liberal Style Guide Deal. Here Are The Rules: 1. Refund of $2.50 per copy wj]| be made tfl Authorized Dealer* on Stylo Guide used for permanent display at public place*. 2. No refund* rvill be mad* on Stylo Guide* porehuacd before September I, 1941. Hiia offer expires December 31, 1941. 3. Dealer pay* S5.00 per copy price for Style Guide* and when Application far Credit form S 3052, i* properly filled in nd lifted, tbc Dealer will be credited with $2.50 per copy. 4. This $p*si*t Offer on Stylo Guide* doe* net apply to capita purchased far Dealer'* own tore u$* or Landing Sarvi;*, or oepie* upplied to Painting Contractor*), and other store cuatacnef*. 5. Application* for credit must be made within 30 days after neattfag Style Guides. Everyone agrees that the more people who see the Style Guide, the greater the lendings. The Style Guide is what people have been tvewting for e Iojig- time---but Ihey don't realize it until they have an opixirhmity to sen the Style Guide.. So that the greatest number of people in your community can see the Style Guide, we are mak ing a most mutsual offer. During four months, from September 1st to December 31st, SherwinWilliams will refund $2.50 on every Style Guide, Red or Blue, which you purchase at the regular $5.00 price during the four-month period and use for public display purposes. only. This does not apply to Style Guidns displayed in your own store. Take in Partners Probably the beat way that has been devised for a Shernin-Williams Dealer to popularize the Style Guide in his community is to take other local biisin.s.smrn into "jartnership." Retailfurniture stores have needed something like tlie Style Guide for a long time to help them sell furniture.^ Department stores and other stores selling draperies, lamps, floor coverings and other home furnishings have also needed something like the Guide very badly. Why not let these fellows iu on a good thing? The JocaJ banks and savings and loan companies have much to gain from the Style Guide, because it makes people utmf to buy, remodel or build homes, which usually requires bank financing, and that's wijfit. hanks and savings and loan companies have to sell. Let these fellows in on the "partner ship.-' One nmrlgagc loan department uses the Style Guide to successfully increase the amount of the loan by showing tnc applicant the Style Guide and saying that their home can be painted by increasing their loan by only $1.00 ppr month. It is important that as many people as possible SEE the Style Guide. Many dealers will do the iob "up brown" by arranging- for Style Guide to [k - displayed in public libraries, art and home decoration cliissc* in public schools, sewing schools, women's clubrooms and beauty parlors. And these dealers will also see to ft- that each Guide is prop erly displayed on a Style Guide stand. On every 8tt or 10th page throughout the Style Guides they will neatly rubber stamp the message: "Borrow a copy of this Style Guide free. Call . Dealer's Name, Address and Phone Number." I I Here are a Few of the Many Places You Can Display the Style Guide . Local Conditions Will Suggest Other Display Spots FURNITURE STORES BANK l o a n d e p a r t me n t s PUBLIC LIBRARIES HOME DECORATION CLASSES SEWING SCHOOLS REAL ESTATE OFFICES PHOTOGRAPHIC SUPPLY STORES $ V ! I 0007-SWP-000142190 i Style Guides' Activity Boosts Paint Sales 30 Per Gent . . . and they aid in developing prospects for the Springfield Hardware and Paint Co. Rapriatid by PerauHin t>i Hard ware Ace from it* Aw Ciu l 7lh itraue. 'Borrow a copy of our Faint and Color Style Guide" is the invitation the Springfield Hardware & Paint Co., continually extends to the consumers of Springfield, N. J. Hundreds in this community of 1700 have taken advantage of this invitation, have used one of the store's style guide* to solve their painting problems, and have finally pur chased their paint requirements from this concern. "These hooks have increased our paint business more than 30 per cent/' says I. Freeman, one of the parltiers. `'Every one of the books is in the hands of some prospective customers for paint every day. As a matter of fact, we have quite a waiting list for them most of the time. "Here's how we use these books to get complete information about a custorner'3 painting plans. When a person asks to borrow the style gtiick, -wc take time to show them just how to use it. We also give them all the color charts and other items they will need. The next steps are to obtain the person's name and address, and to futd out what he plans to paint, when the Job is lo be started, and whether it will be done by a painter or by themselves. lit all cases, the individual lias no hesitancy in giving this data a$ a consideration for the use of the book. "When the visitor leaves with the book we ask him to return it the next day and we have only had nmr or two persons who did not do as we asked. Each person borrowing a book must call foi it and must also return it U> us." Everyone borrowing the book is a good prospect for paint so this list of names is one of the beat prospect lists a store could have. It is used to good A copy of till* stylo jfuide i* fea tured prominently in each paint win dow. Streamer* tipon the glass in vite pMflsersbv to borrow on*. advantage in the mailing nf direct-mail folders and circulars on the complete paint line. One style guide is always shown in the store on a special stand which is designed for this pur pose. Here it serves as a reference book when customers arc undecided as to proper c o Io t schemes or when they desire suggestions for a certain painting Job. Tt is one ot the lnwt sales aids in the store. Attention is drawn to tins book by altgld blue and red neon sign at about eye level. Another copy of this book is featured in each window display of paint. Streamers on the glass also invite customers to borrow a copy of the style guide. PAINT IS LEADER AMONG "SHOPPING" LINES Early this Spring, American Lumberman pub lished an interesting article about the Scruggs & Guhleman yard at Jefferson City, Mo. The excerpt below will interest S-1V Dealers: "When we took over this yard," Mr Guhleman said, "it carried a .small stcxrk of |jaint; not well organized and not effectively promoted. The former owner advised us to close it ouL; said h carried little over-all profit, was a pain in the neck <o handle, couldn't be promoted effectively because shoppers wouldn't come that far to shop. Wc dichrt think this was good advice. The yard, as you see, is just a block from the main retail street of the dty; and wc thought if wc promoted the factors of building that are usually considered shopping Hues, all of them together would bring shopi>ers nur way. Thai has proved to be a yixid Sess. We did change lines of paints and now ndle Sherwin-Williams; both because i is good paint and because the company puts out excellent service and sales helps. "Here, for instance, is a big book of color schemes and color harmonics. It's the best device f know about; charts and plates big enough and with the shades so exactly right that a customer can get the full value of the effects. We've found, in .selling paints, especially for interior decoration, that really not many people, including women, know much ahout color. Women may know it in fabrics but not in wall surfaces. They want help; and thi$ service gives it to than. As you sec, tne paint department is in a special store of its own, across the main alley from the office and other sales rooms. We have a man in charge who is a paint and color specialist. It's separate enough so that customers who come to study colors `are not distracted by the traffic always going through the other sales rooms. "I know something about the way women study over color schemes and house plans before they arc ready to build. We've recently built a. house; and Mrs. Guhleman studied those plans for six years and knew every detail before we started. It's commonly said that no one can sec a house exactly a,s it is before it's built; but I don't think any detail in our bouse deviated from. Mrs. Guhlcotan's mental picture. DISPLAY IDEA-** Cot *ut and painted on plywood, chi* display i a "tura-fire" itopper wbco pliced ppxt to the eu* or ia front oi the (torn. Jail cry h. ff, "X 0007-SWP-000142191 Ifoux Paint `Pajaa'ctment The man who shews big department stores a less expensive way of selling color will make a fortune. Thousands or dollars could be saved selfmg rugs, linoleum, furniture and furnishings if samples of colors were j io L necessary. But the fact remains, color must be seen to sell. Rue salesmen, for example, still pull back ruga from piles to show the colors. No color chip alone is satisfactory. in tlie nrld of selling paint, nothing shows color fji print as well as the Style Guide does, and noth ing shows color in paint as well as the Scli-Selling Wing Panel Display does. Together they do a double-barreled job of selling. Both show the effect of Paint. Both help the dealer cash-in on a tremendous market, a market no modern dealer can afford to miss. Wing Displays are self-selling. They help sell women who demand color . , . pride and pleasure. They speed-up sales, attract the job-let buyer. They establish goodwill as personal as a reputation. Today, paint departments are largely service departments operated by paint dealers. They offer decorative service and things related to it. ' Naturally, the Self-Selling Panel Display fits into successful operation. It attracts new cus tomers. It Suggests additional products. It speeds up selling. It shows the degree of gloss, etc. It suggests uses. It provides painters with a selling aid, Testimonials from all over the country prove the great and growing popularity of Self-Selling Panel Displays. They are the finest selling tool of their kind in the Industry, they arc second only to the Style Guide which, serves a different purpose. Dealers who do not have available wall space for displays, need not forego the advantages of having self-selling wings. We have developed a rigid stand (see hclo>v} which is equipped with castors and can be used in any location, even in a window. Dealers desiring mote information on Self Selling Panel Displays or Stands are invited to ask their Sherivhi-Williams representative for details. These displays pay for themselves. ''Confidpwtia^ * * "Here's a tip to you, Mr. Paint Dealer. Now's the time to sell us women--and here's why: "Most women's clubs meet during the win ter months, first at one member's house then at another's. And' no woman who entertains wants to do so against a background ol faded walls or run-down floors. . "No younger woman wants to Jive in a drab, colorless home--one painted white with ivory ceilings and cream walls--any more than she wants to live a cold, colorless life, "Speaking from experience, I think the trou ble with color was color. No woman wanted, to run around with color wheels or pinwheels looking for the answer. The Style Guide, of course, is the answer. "And for a very simple rts&pwt--a woman need not be an artist to appreciate a painting. nor a musician to appreciate music. Only with the Style Guide can she buy the effect of colors. "Every color hope and problem the Style Guide solves, I know'. And I know that noth ing adds so much to the. home, per-dollar, as paint and color. "In the summer the word 'cool' is a drawing card. Iii the winter 'erdor' is the all-important thing. It i$ a time when all of us stay in, to read, to work, to entertain. "No one prefers four drab walls, Everyone feels the need for color, 'warm'' color for cheer and life. Certainly homes should be color- conditioned as well as air-conditioned; for as long as people are conscious of the sky, be it blue or gray, they will be color-conscious, "If I were a dealer. I'd certainly sell color during the winter months. It seetnS to me, every dealer has a natural opportunity to cash- in with flit Style Guide Lending Service. "It is time that some of you men learned that while vanity ia vanity) it is also big busi ng--the business of beauty, and color/' ]: t 7 'X S, -v 1 (, 0007-SWP-000142192 Audition winner* for the 1M0-41 jearon. Left ts> right, Mary Van Kirk, Latirioji Hatfield, Mon* Paolee. Seven years ago when the Metropolitan Opera Audi tions of the Air were conceived, they offered operatic opportunities to ambitious youngsters; entertainment to radio listeners; a well-organized talent search for the Metropolitan; and an artistic commercial program for the Sherwin-Williams Company, What the Sherwin-Williams Company began as an artistic experiment in 1935 has turned out to be an artis tic necessity. Aware of this responsibility the "Metro politan Auditions of the Air" start their Seventh Season with the belief that there is to be found hi the United-' Slates of America the future operatic stars of tomorrow.' Public approval'nf the task Sherwin-Williams has set itself to is witnessed by last year's radio surveys which gave the program an audience rating estimated at a 100?* increase over the previous year. Each year this program has become more and more important because of the work it is accomplishing entirely aside from, its com mercial value. Thus it differs greatly from the average radio program but builds tremendous good will for Sher-' win-Williams products and Sherwin-Williams dealers. The bid noneqt, fretident Steudei preienll plaequei end $1000 elieelri to the winner!. Crowd* throng to NBC's largest Uadi* City auditorium eeah Sunday to hoar the Ruditienh fV 0007-SWP-000142193 j i IMPORTANT ANNOUNCEMENT-To Stimulate Store Traffic for YOU, to Create Interest in YOUR Style Guide Service, An Offer of a Com plete Paint Job <inside out) will be Given Away FREE. 25 other Prizes SHERWIN-WILLIAMS UNIQUE RADIO OFFER Here is real news! October 19th ia the day when your oppor tunity win literally be knocking anhe radios of hundreds of people in your *,tunmun[ty, Alontr with a finer than ever "Metropolitan Opera Auditions of the Air/' Sherwin-Williams lias added something' new which should mean a great deal to you. Aj j a starter, we are going- to make some prize offers on the air which, we feel, will be a wonderful incentive to the radio lis teners in your area to learn where YOUR STORE is, and become familiar with the services YOUK STORE offers. ev er v simony 5 io 5:30 Rill__E.5.T. n.B.(. RED HE7U10RR The first prize is the winner'* choice of his home completely re-pomled, inside aud out, with Sherwin-Williams Paints (labor included) or a $1000.00 United Slates Defense Bond. Twenty-five additional prizes of one room in a house completely re-painced will also be awarded. How It Works Each Sunday starting October 19th, Milton Cross will announce the prize offer during- the course of each Audition pro gram. Prizes will be awarded to the best ntatm*nt submitted liefore November 13th on the subject, "Why I prefer the color styling or the mom aliawn o j l jrage -- of the Sherwin-Williams Style Guides. Each listener will be directed to yoqr store to see nr borrow a Style Guide in order to make a study of the rooms shown. Lis teners must aJso go to your store to obtain entry blanks. Should there be a winner from your locality, it will cost you nothing. You, of course will make the arrangements for the paint and labor, Sherwin-Williams Will reimburse you for both. The public ity and advertising you get out ol this activity will more than offset any incon venience. How To Tie In Here arc the easy things which ynu will want to do to talec advantage of this radio opportunity. 1. Be sure that the window poster sent you with the Radio News has a prom inent place on your window. 2. Sec that sonic Shcnvin-Willianw Offi cial Entry Blanks are in a handy place for your customers. It might be well to place sente in a random pile on the counter nearest the door--sonic mare near the cash register. .1. Be Sure everyone in your store is fam iliar with the niltts. 4. Place some copies of the Radio News where your cusLontera can see them. They will be interested in this fine picture presentation of your program. 5. Distribute some copies of the Radio News in your community. Talktn your friends about the prize awards offered on your radio program, and ask them to listen Sundays. RULES OF THIS CONTEST 1. Anyone in the United States is efigiMe for this contest except the employees of the SherwfnWiiliams Company, their reeogrrisfil dealer*, aud their advertising agencies and thdr families. 2. Contestant* must trie this entry blank provided lly the Sherwin-Williams Company. o. Ci-'nlitJi the r.t>lextent fitritet the ttiber of a .tfetific fofii! of the Shernnli-fViUvsmj' Point and Cater Guide in r/iv spare provided on the ei\!ry <WiI Ais or her entry tali not fcr fowsidtred by the judges. 4. The judges will select the winning entries on the basis ol dearness. sincerity and originality of thought. The judges' decisions ate final. Members of the same family may send in en tries . . . hut cnly one member d a family can Win a priiKt. x The following prizes will be awarded: First prize--complete repainting of the winner's home, inside and out, including SherwiuWiUiams paims anrt labor cnly, OK, a $1,900.00 U. $, Defense Bond. Next -5 prizes -Any ONE room effected iu a winner's Ju>nic re painted FREE, including paint and labor only. The contestant van have the choice of a living room, dining rcintn. bedroom, kitchen, hathroom, or n. gunw room re -painted. 6. The u>ntlnnt egret?? that the eolor-slyling to be used Is exactly as specified <>u the pagf? chosen from tlis Shitrwin.*Williafns' Paint and Color Style Guide. 7. AH entries must he postmarked no later than Midnight, November J3, lwj.. STARTS SUNDAY, OCTOBER 19th Over the Following Stations Basis Red City WEAF NewYork, N. Y. WNAC Boston, Maas. WT1C Hartford, Conn. WJAJt WTAG Providence, it, I. Worcester, Mast. WC5H Portland, Maine KYW Philadelphia, Pa. WDEL Wilmington, Del. WBAT- Baltimore, Md, WRC Washington, D, C WGY Schenectady, N, Y. WRKN Buffalo, N.Y. KDKA Pinslmrgli, Fa. WTAM Cleveland. Ohio VVSPD Toledo, Ohio WWJ Detroit, Mich. WSAI Cincinnati, Ohio WAVE Louisville, Ky. WIRE Indianapolis. Ini. WiCAQ KSD Chicago, IIL Lit Lotus, Mo, WTMH9tartaDec.7) Milwaukee, Wise. KSTP WHO Minneapohs-St. Paul l>e$ Moines, Iowa Beuo Rod WOW WDAF Red Southeastern WTAR WFTF wsoc WFBC WISE WOPI WwKisPT WCRS WOLS Red Florida WJAX WFLA WI.AK WIOD Red Southcentral WMC W5S WBRC City Omaha, Ncbr. Kansas, City, Mo, Norfolk, V*. Raleigh, N..C. Charlotte, N. C. Greenville, S. C. Athcville, N. C. Brirtnl, Va. Kingsport, Tenn. Columbia. S. C. Greenwood, S. C. Florence, S. C. Jacksonville, Fla. Tampa, Fla. LrJeeland, FlaMiami, Fla. Memphis. Ttarr*. Atlanta, Gil Birmingham, Ala. Southventral WSMD WJDX WAUL WFOR Rod Southwestern KVOO WKY WFAA-WBAP KPRC WOAI Red Mountain KOA KDYL Red Bacififl KDO KMJ KFI KGW KOMO ZCHQ Midweek Red WSM City New Orleans, La. Jackson. Miss. Laurel, Miss, Hattiesburg, Mbs- Tulsa, Okla. Oklahoma City, Okla. Fort Worih-Dfllla? Houston, Tc j c s s Sin Antonin, Tex. Denver, Colo, Salt Luke City, Utah Sin Francisco, Cal. Fresno, Cal. Diy Angeles. Cal. Portland, Ore. Seattle, Wash. Spokane, Wash, Nashville, Tenti. Milton Cross, Announcer 'fl I /V 0007-SWP-000142194 Left.; Window OFiploys which tie-lft with bolrdsye 4r rtmhl events lift veer trims nut M the "run of fh mil*" cisss. Hi n tn idt* /or Hallowe'en which a >ij.ii>l< tvl mb *~ wvih very liufu trcoW, jml Ware# Wat tit* h*ltfnir?d and tfo-1- wifi. A pumpkin painted on hcrmnea the vrtndcvr fwl point *od Jam- efimtidn to die Style Ovlde placed directly in (feet ct It. (Sl -(<iu j Like block velvet * <rrt a jvveJ, o this trfpdw nfth iu crepe ime k ii elf ih? Style Guide. A bund lettered card K the "bermw ii ifu" `itatf. 3fay wledotr U diflrrcnc. cUui7Muc and rtftetivt. Window Shaiwno115^1 Here ft mo of lie OMjrt *lirrtiT maido-t trfr&i cl cb* year. ft v-ti ^tvintd by Mr. Antwift Bauaft maeftrul At pckit department fur Maya! Be Co- San Isen, Puerto Rice. Frames tra ewd* pf yljrwwd tat weiurtcd on a folding seme, ft nit V* used {ft Jay Shape window, or inside the none. A bpauu'fuJ blonde ueeAMpritr "drtmad to kill'* and the Style Cokin ctand ttepped *J brought in atom front trafie Sot yp*ftMibi'e Pain* If. J ..* A snull hernflettered card hi (be windorr (eve A local depsttneot tlf . -/ the prep. W X NJ-V*-'' . - / 0007-SWP-000142195 PAINT GOES "ALL OUT" FOR DEFENSE (Continued from pOffe j) geared to shop requirements, they can bo almost as serious a bottleneck ns actual material short ages. To fit modern finishes both to plant needs <11id to government specifications is a job to which Sherwiti-Willfairw bus dedicated ir.sdf with all its energy. Large Orders A Chicago plant orders fi,500 gallons of enamels for bomb fins ... a Southern body plant calls for 15,000 gallons of dull olivc-drab for army trucks . , . 20,000 gallons of enamel To a farm implement maker for "hell cases . . . $13,000 worth of enamel for 200,000 folding chairs . .. These arc a few recent orders and relejesKs filled by Shmvm Williams. They are straws in Che wind that indicate the iMagnitude of America's rearmament ixirgram us well as the volume and importance of the finishing materials required. Industrial finishes play a part fnr more vital titan their dollar value indicates. Actually there is scarcely a product among the thousands being made for the armed forces that d<vc\s not require a ennring of some sort. Typical nf the defense activity atid orders prev alent at all Siherwtn Wiliiuinf plants, is the Cleve land factory. Among current immediate fwinl orders in production is paint for scout cars, naval engines, swtrchliglits, anti-aircraft guns, gun racks, munitions, and any number of paint orders for indirect defense jobs such ad paints for pre fabricated steel houses, finishes for automatic screw machines, cranes, electric motors and metat partitions for ranlmmicnts. There is also a large gylJnn.igr: of orders mi hand from railroads, steamships and take carriers for protective coatings of all kinds. The amount o* paint materials being turned out for army txntps. cantonments, training camps, Government Defense Housing projects run into hundreds of (.hgu&aruls uf gallons of G-ivcrmncnt .Sjwcifioilton Taints. ABOVE; Don't discard worn out Style Guides. Muy of die oan are probably Id fried condition. With them, you cut make unusual counter and window display*. Just tike a Pir of scissors and rut around the sides and roofs of the houses, pane on heavy cardboard. Tie affect is utonishinl. The pictures take on tie (bird dimensional efface of actual model homes bat bare the additional advantage of abso lute scale and convincing color. It j* well worth trying. Research Division Busy The Research and Technical Divisions are busy these days find amazing developments are taking place; for example, n new firc-rcsistaiit "dope" for airplane fabric coverings that makes them safer, airworthy and unbelievably strong. Strange Fact* About Paint in the Air Painted planes fly faster ilian unpainted ones . . , transport planes arc waxed frequently to re duce drag ... a tiny sport plane Pikes more paint than si six -room bouse . .. painted plane surfaces cost less to maintain than bare-metat surfaces . . . U. S. Army planes, nearly all oE which are punted, are "deduped" every year for inspection . . . active combat planes are painted fabric! Alt of which should explode the theory that today's airplane is a named metal concoction which has outgrown, the spray-gun and brush. Also it should highlight the importance of industrial finishes in America's air-arming program, and tlie way paint technicians have kept pace with ai'iariim progress. Sherwisi-Williams' pioneering in the air, it is worth noting, began with a 50,000 gallon airplane varnish order early in 1917, ABOVE: Here are two idea* for bank lobby displays. In the above rijtht photo notice the arrow* which point to the trade-mark and at the pane time h II attention to the store'* foe*Lion. Use of "before and after" photo* (lower display) nlwayo croate* interest. RIGHT: Dealer Pekoe, Cleveland, Ohio, made of a (toiled monkey ai an atteniien.fjstter in hi* window, ft olidced. Mr. Ptkoc Bays the window resulted in telling at least two house paint jobs. 11 Defense for the Homes of America All this defense activity has put a tremendous burden on our manufacturing facilities, and Uncle Sam comes first, but at the same time SherwinWilliams rccogniPEis it.*; obligntimi to keep the homes of America defended against the destruc tive wear of the. elements. They wilt continue tluHr policy of supplying quality products for which the itainc SJiervvm-vVjflumw has been synonymous for three-quarters of a century. ` s. y 0007-SWP-000142196 rp. U/ftat5 A/eus -- PAINT CONTRACTS FOR FHA JOES UNDER $1000 LIMITED TO 18 MONTHS It has conic to tmr attention that some wuple have mistakenly thought that jviint johs could nn longer he purriinswl no lime |iyments. Such is not the ease. The Shmvin Williams Easy Pay Plan is still available, or painting m he purchased on time through regular FTIA lending institutions. One change has Jcon made in time payment cun tracts In conform with the I'rcsidcuF.s F.xmiiivu Order of August U. ll>41, This dtauge, covered in .Regulation "W" mi Consumer Credit, limits jiaymiaiison iraint contracts under $1,000to 18 months instead d I the 3f> months formerly allowed. S-W CO-OPERATES IN NEW TREND TO CO-ORDINATED MERCHANDISE In the remit past, consumers have become more and more color conscious as magazine editors and stylists have played up and sponsored die vogue for more color in the home. As a paint manufacturer wr have done everything possible to influence and keep ahead of this trend. _ Most of this color styling has been carried on independently hy manufacturers of hnttie furnish ings, with the result that `'rose" in a rug may he "peach1' in a drapery, etc.--making for a merrystate. of confusion on the part of the consumer. And amid this welter of color styling, ami the too-ivirlc: range of colors offered hy each manu facturer, consumers have been learning to demand that colors in rugs and carpets, waH colors, drap eries, upholstnry-fabrics, lamps and accessories "go with" each other . . . by matching or harmonizing-. Out of this have crime many plans for doing a Imt it , more thorough. more satisfactory job tor the consumer. We have jmTticipated in several ciKirdinatril hnmr furnishings plans, the most im portant of which, we feel, art the ones described here. These two plans should not lie confused since they are really based on two very different ideas. The Pendleton Plan Mow established in department stores- located in. 47 different cities throughout the country, the Pen dleton Shops offer complete rooms assembled with Peruke Co-ordinated Merchandise. These Pcndec ensembles include . . . Ited Spreads . . . Blankets ,.. Curtains.. . Carpets ,.. Closet Accessories .,, Comforts . .. Fabrics . . . Furniture . . . Glass Cur tains ... T-unips.,. Paint. .. Pictures.,. Rugs ,., Slioiwr Curtains... Table Linen*... Toilet Acces sories . .. Trimming ar.d Towels. All The above Ptmrlrc merchandise lins been created by nationally known manufacturers to match and harmonize with ilvf colrn and sLvlc Speci fications established l>y Joseph Platt. leadingurtistnu-rvhanrltscr. Shcrwia-VVilliams is the only paint manufacturer collaborating- in this plan, and it so hapjiencd that seven of the Twelve paint colors used in the room schemes, were standard Flat-Tone colors. The other five are specially prepared colors from Flat-Tone White and First-Quality oils. All twelve colors have been put in a special "PcnHcc Color Pack which is available to all Dealers who have Pendleton Shop? located near them. Also, those who are interested in making .special use of this merchandising plan which will In: advertised nationally iu tlte iumie furnishings magazines this fnil. may get further information from Sherwin William^ ReprvyL-inative$. Colorated Merchandising Plan Thft Bigelow-Satifetd Colorated Merchandising Plan differs from the Psanlletsm Plan in that color, not complete rooms and ensembles, is the basis, and the merchandise of nearly two hundred niatmfarturers are ronnliiiated to match or harmonize with each other. Bigelow-Sonfor<t took seven bask ``htvt-scllmg" colors and mhlcrl nines and shades totailing 4l) colors in all. Thi* made a line of seven color tones from which the many tnanufatiiiErrs keyci1 their owr. merchandise. Sherwin-Willwuns cooperated by preparing standard Flal-Toae intermixes to match the basic color tunes. Fourteen colors were prepared--seven liglit colors, anti seven deep colors. Special color packs, properly keyed with specifications, are avail able to dealers for the Bigelow-Sanford Coloratcd TTome Furnishings Plan. Since so many manufacturers, and their distribu tion outlets are cooperating with the Uigctaw-Sauford Carpet Company, there promises TO be widcrsprtad interest from consumers in this particular color plan. Dealers should he familiar with the colors which Sherwin-Williams has prepared, should know where, the phut is being pushed in their own city. In this way they will he able to inform the depart ment stores and other retailers oi their ability to handle the wall finish end of the Color Plan. FREE MANUALS FOR THE GUIDANCE OF DEALERS Recognizing that the welfare of its Dealers and its own welfare are largely intet-depeurtent, Sher win-Williams is anxious to do everything possible to guide Sts ; to maximum profits. With this in mind, manuals haw been prepared for the guid ance nf Dealers, Oil the following subjects: How to Stock Paint for Profit (Model Stockkeeping Plan for Denier*) Employing,Truimng and Compensating Sher win-Williams Dealer*' Outside Salesmen Catalog of Selling Equipment for SherwinWilliams Dealer Salesmen Credit and Collection Guide for SherwittWiJliams Authorized Dealers Sundries for Paint and Wallpaper Stores A Free copy of any nr all of these treatises will he forwarded to any Shenvin-Wtiltam* Author ized Deafer. Write The Sherwin-Williams Co., Dealer Sale* Department, Cleveland, Ohio. The smartest paint dealers today enjoy the double profit of store selling plus home selling. They make more at the floor than they do on the floor. They enjoy a 40 per cent counter business plus a GO per cent painter business; the painter business 12 NINTH OF A SERIES The Retail Buyer Your Itttsix far Credit is the rapulatian of the customer for paying his ohligQtiaus, his income nr permanency of employment. "You should require references and get the experience of oilier merchants who have sold him or get u Credit Bureau report if you are a memlier of the Retail Merchants Bureau in your city. If his record is satis factory. you can allow a reasonable anomi L of credit on the usual thirty-day terms. If his record shows flint his previous creditors found him slow and unsatisfac tory, i( lie has unpaid accounts of loug standing, if he is not employed regularly aad has no Other income, he ts entitled to little or m> accommodation in a credit way. Trust Your Judgment Whim making a rredit decision, whether in the ease of a contractor or retail cus tomer, insist on facts, Then he guided by your judgment. Undoubtedly your judgment is grmd, but people get Into trouble, not because their jueifffu-ent floes not tell them rehat (hey should do, hut because they flisrciyirfl it and fallout impulse instead. In business you may often find your impulses conflict ing with your better judgment. Permit your judgment to have it* way and you will, h i the long run. be successful. There are various methods of getting an account secured. Guaranty Never accept a verbal guaranty. Fre quently we have been told tttai certain ac counts were guaranteed, only to find when it came to a showdown that there was no legal guaranty--merely someone's verbal and more or less vague statement that had iK'cn construed as a guaranty. When a guaranty is offered. r> mwri be in zvriiicii farm and iherc must be no question of the guarantor's ability to make good on it. "His credit should he carefully rheeked. as a result oi home selling. This hulk business i.$ hig ticket stuff. Paint, therefore, like nationally advertised re frigerators. floor coverings, furniture, sewing ma chines, sweepers, oil burners, air conditioners anrl a host of other household needs, should i>r ?oM in the home. In a survey of I.i dejartinem mid Jf> fumiLuru stores by Home Wear Research Bureau, it was discovered llud 41.8% uT all the big tided sales are closed in the prospect's homes, "Tt is significant that more than 40'// uf electrical appliance sales are being closed in customers' homes," continues the same authority. The outside system uf selling is simple. 'flic idea is to get the salesman imbued with the spirit of making things happen--regardless of weather-- rather than just letting things take ihclr own course. The Pain! and Color Style Guide lias proved tube an excellent silent salesman, but in the salesman's hands, it become* dynamite on the floor and at the door. So begin today to enjoy the double profit of counter business plus painter business. There's as much profit in paint as there is in any big ticket item, aside from the regular retail profit. .4 0007-SWP-000142197 4Wratj5 to ZIP-UP O'ttet &ounteK I?ale5 Make pyramids of point, os illustrated, the same ns super-markets dn- Top these displays with price cards. Stock up little pyramids of F.nam*1oS<l on the wrapping (aide, and put pints jn painted baskets l.iy the cash drawer. Related displays sell additional, related items, if you make the most of them. For example, cleaners and polishes and waxes 3c.ll paint, and on the other hand, paint soils cleaners, ]>olislics and waxes. This rims up profits. If you srJI 25 customers a day a brush in arrdiiinn to the paint they came for, you would "up" your yearly sales 10 thousand dollars. That's why it. pays to sell undereoiters, sundries. Yen get the extra profit. Another* way to mcre;ise sales is to spot-li^bt your Style Guide, give It added prominence. For this purpose, rcfleclor-typc bulbs are generally used. Window displays previously used are ex cellent for paint and color atmosphere either in a store or In a paint department. The informa tive price cards you received for Fall are idea! for a product-price promotion, irr tin* .srorr us well a*? in. the window. Many dealers go even 0 step further with n tie-in between newspaper ads and products featured, with -signs, "as advertised/' Notice the displays pictured on this page. New products arc demonstrated. Related prod ucts arc displayed in "use" groups. Window displays bring prospects in, store and stock displays sell them when they arc in. Both kinds of selling help wi>-up your sales. I* Si* u 'S * \ 0007-SWP-000142198 i ; U/hu JJjlike to ell^-14/&toc(uct5 KU tfS AN the spring1 of 1929 I decided to cast off all household duties nnd go to work. I applied at one rtf |li? leading department stores in Detroit and was given the opportunity of working in their paint de partment- T knew absolutely nothing about paints, but as there was no other opening available, 1 decid ed to take ft oliunce and make every effort to learn the business. * By Elten Gilbert But you can't learn the business by just waiting on customers, I quickly found out. My first week was terrible. I sold SWP House Paint for inside use. Ftat-Tone for enamel undercoater, linseed oil for thinning varnish, glue size fear sealing walls-- and about everything else which was contrary to the rnles governing paint application. Even so, I was doing a pretty good job as my sales were aver aging about $100. a day. The adage "where ignorance is bliss" does not njipjy to thepaint businefts. Complaints soon started to come in, 3?yen today my face bums with humilia tion when I think of the reprimands 1 received from customers. Then and there I decided to eliminate these mistakes by taking home and Studying all the paint literature, color cards, booklets and the like, tltal I could lay my hands upon. I found that Sherwin-Williams literature gave me the basic knowledge I needed. The explanation of their products was easy to understand, directions simple to memorize, and I knew that any company which manufactured practically all the ingredients used m their products could make a more uniform piece of goods. It gaveme greater confidence when presenting my sales talk to the customers. Now, after the sale bad been made, the customer found that my statements were true- -SherwinWilliams Paints were easy to apply, went long wear ing and did wash easily without losingthcir original finish. This gained for me Llieii confidence and they told their friends. By degrees I have worked up quite a clientele who seem to depend upon me to assist them withal] their paint problem*. My next step was to solve the demands oi my customers, 90$> of whom were women, for color ideas and combinations. By the use of color cards, decorator bucks and various magazines. I managed to work out different color schemes for my custom ers to select from, Now, io and behold, SherwinWilliams has anticipated my needs and have brought out their Paint and Color Style Guides. The day I saw my first Guide was one oi the happiest in my life for l knew my worries were, over! Here t had actual reproductions of the finished paint job. All T had tn ilo was lo allow my customers to sit down and page through the Guide or borrow one to Lake home. Orders, now', ate only a formality. In. conjunction wflh Sherwin-Williams national sales program, Crowley-Milner & Company estab lished the Style Guide Lending Service. This has made it possible to contact many new customers who, after borrowing the Guide; would phone me. Many an order has been received in this manner without meeting the customer in person. Now I have to smile when I recall that I used to think that sates averaging $1. to $150. a day were marvelous. Those were "pikers" com pared to my sales this year which have run as high as $900. for one day. --Now you know why I like to sell SherwinWilliams Paints. HOME REPAIRS NOTH; 1h* FHA has prepared pmaotioofl] uilcrhl to be md by retailer* to promote "Repair* for DeinUe.1' Order your requirement* nuw, See lift below. . . . and Home Repairs Call for PAINT The Defense Program is (he nation's biggest job, It has a special meaning- to paint dealers. The defense effort offers an opportunity and a responsibility. The nation needs housing . , . a lot o housing now . , . for defense workers. One of the most efficient ways to meet this need is to repair and remodel existing structures. ThcreCorc the "Repair for Defense'1 campaign. The FHA Plan for selling repairs for defense is directed to die owners of properly suitable {or remodeling to accommodate more than one family and is restricted lo sections where defense indus tries are located. These are designated as Defense Areas. If you are ... or suspect you are ... in a Defense area, get in touch -with your local FHA office at once. Every nqwlr or remodeling job calls for paint and your cooperation is needed. It is to your advantage to ilci so. Here is a large market for point to be sold at a legitimate profit Material Available To Dealers Window display No. 6 Dealer Guide Window Sticker Folder for Public Distribution Dealer Folder {FHA Eligibility) Repairs and Conversion (for dealers) Newspaper Ad Mats Radio Scripts How To Obtain Write to Division of Education, Federal Housing Administration, Washington, D.C. State quantity of each feature desired. Vour request will receive prompt attention. 14 iI { | Ns,, 0007-SWP-000142199 NEWSPAPER ADVERTISING Tli* newspaper i* Alt excellent roeoDS pf reaching' out for business. It Is on important part of yo-ur (ilei campaign far Fell. And fortunately, die regular SherwiB-WillMfnt Cooperative Advertising Plan brings the cost way down for you. Order the mats y*u want by number. Ai you know, they don't Obit youi a cent. All hev* limtly Fall appeal calculated to keep die oath ifrimrr huvu. ShenvIn.'Wrilisms Classified Advertising for Dealers Is a luro-firo bet. Don't min it' F. - WINDOW AND STORE DISPLAYS lie sure to put yoor Window and store displays to work, Thiry ml you nothing, and Ibey do a first-clan job of selling' Tlie new window .streamer and slicker flash a patriotic note to peasantry tylug-in paint witfc protco> lion, Informative price cards focus interm oft your products, both in the window and in the atoxv. Humenibop, th# non people re tho more you seit. The street scene is a top-light ftttOAtiongatter for any dealer. RADIO SPOTS As personal ne a phone call, the new S-W rndio Spot snoounccmeeta cash-in on the liMCdidg iiu* diaper bring in bueineas from far and wide. Da) tune rates an low and >tch the* woman's ear. Your choice jf any or all of sixteen diflanot messages. Melee the most of this worth-while medium locally, by tying it in with the other farces in your esmpaign. Dealers report mere miles per dollar with coordinated effort, planning. i f LEAVES... from the Fall Promotion Plans of a Successful Paint Dealer STYLE GUIDE People Want paint and color. Everyone agrees to that, end (o the fact that the Style Guido sell* paint and color as nothing else cap] Keep the Style Guide displayed in your window. Keep tho Stylo Guide displayed iq yoqr store. Show the Style .Guide ta each and svery customer. Lean Che Style Guido to each and every prospect. Display the Style Guide wherever the public dangregaieit Banks and Loan Companies, Furniture nod Department Stores, Libraries, Schools, Club*, Doc tors' Offices, Beauty Shops. , ^ St 1 V POSTCARD PROMOTION It has been said that th* successive blbwa from a hammer will drive a nail haA 6 where ono blow falls. With this in mind, wo offer dealers a series of ten postcards for ft bang-up campaign. Governmeat postcards lhar lead to new end lasting business. Girds that mil aad call again. This campaign f* well' nigh irresistible to a woman who bes pride oc a man who thinks of the protection of hi* property. You wilt notice that these messages arc mailed out over your own name parrying your price.l i A lf<ir detail* on tlie Fall Cainpuitfn, your Slierwin- `Williurm Representative. Historic Home Uses Authentic Color Tones The historic Dobbins House, built in 1776 is aaoof ttn show placet of Gettysburg, Pa. It was built by ReV. Alexander Dobbins end for 2$ ynro boused one of the first claisfeol school* west of the StutqneharLefl River. During the Battle of Gettysburg the house served as a hospital. . ' Toddy it Hands, as in colonial ' times, furnished io suchroti and original farpisbiofe. Recently repainted, inside end out, orilInal color* And textures were duplicated with Sherwin-Wil* livnis Paint*. One-Armed Paper Hanger "As busy as a *!fitted paper hangar with the hives" is an American proverb, and Pool Cardinal wto paper hands in Pasadena, California, is part ef the proverb in the flesh, though be never bed the hive*. Formerly a crepeze nrrist^he (net with ao aeoldent ten years ate tbtU paired his circus earner. 'While doing s high triple some?* stole, his partner missed and Cardinal lost his left arm.Photos by Herman V. Wall for U, S. Camera Magazine, 1. Foul Cardinal goes to work. Trick Signs ABOVE: He's not a saiMnd-story map--he is painted on the trail. This sign was photographed up ia Canada by a vacationing employee. BELOW: This unusual sign m'ifrt property of OaveTaod Hardware Company, Austin, Minn. The bar row rolls round and round, Before and After of the Month TTiiy church hud been neglected IO long its turfa was almoit barren of paint yet one coat of 4S4 lk>der< coeter and SWP Gloss White made the difference. Pilot was supplied by McKee Lumber Go., Ennis; Tex. 2. The eld elbow cornea ia handy in preparing the papei*. He tels op nil his OTta equipment. 3. Knees arc handy, too, for pouring and mbeing parte. f uses fast, teeth, hips and hand. 4. Now things get Complicated but they don't bother Cardinal. He's spreading pasta- . S. One arm and on* leg enable him to piece the sticky sheet without any great trouble. RIGHT: Some years ago this Pucrto-Ricau sugar pfnnration cot tage was frriijhnl with 2 hind* of paint. A hurricane swept through tha country, destroyed the roof. Altar 5 yean exposure, SWP (right aide) still affords protec. don. The other side is completely denuded of paint. Wichita Dealer Sells Large "Defense Housing'* Order 6, On ceilings ho uses teeth. High altitude work is easy to a mu who grew up m. elrrao. 7, Cardinal gets bis thrills today in papering cailmga. He deftly u**a brush, hnd, teeth. Alertness end quick actios sold a J5SS gallos point order for Claude R. Mycr> Co., Wichita, Knasas. The finhh&s vrjll bo 10 need on thi 123 building project new b*>ing ccnitructed to homo stolen* factory workers. r 0007-SWP-000142201