Document 4QoG717EDwYK9DaVEZNV275xG

SHEMria aiVtLUtXS Co. I n t e r ^Q p f ic e Le t t e r Fon Cleveland Mr . H. J, JJouglaS an bw c iw Ma I.TTm or // 33C 100m *26 285 Page 1: First paragraph as you already know la Incorrect as our paint aa yell aa everybody elss's require thinning in varleua waya dapsndent on tha surf acs on which the particular coat is to ha applied. `'.Don't Be Footed by Cheap House Paint," stv- "Cheap" Paint isn't cheap at all! "The high cast of `Cheap' Paint" will toon be exposed. swr* "Cheap" Paint is a tat* uiy only the very rich can afford, .&WP Cost per galtah is mis leading. swr Cost PER JOR and PER YEAR determine worth. jr.wp "There's a joker in the cheap paint can." SWJ* "You can't paint a bouse with Apple Sauce." siA'p The Public, has p right to these facts.; SWP has shed its desk of modesty. Broadcasting has begun from Station S--W--P ' Cleveland! IsesJLX SHITE LEAD SalFHATE; ha explained in consents on #3, the. us a of this pigment in combination with la ad carbonate, does not prevent darkening under gaseous conditions -when both pigments are used in a product. Page 8. hast Paragraph: This paragraph by loch, say create a belief that any inart fillar (and I don't like that word filler)mich as the aliicatos of alumina, silica or calcium carbonate is a sitlsfaciory | addition to a properly balneieod prepared paint, while I think our story to ths salesmen should stress tha importance of the combination ws us a, is; Lead, Zinc and "sgnesium Silicate. Pound .?way on Uesaoaiua Silicate, why it is used, end don't coll it aa "inart fillar"but rather a "reinforcer" and than hammer along on tha com position of "cheap paints'' which are so oftsn caaposad of lergs ^iantiti-.a of inert filler such as calcium carbonate ate.. Than, you *fill be giving tha salesmen ammunition he can always usa to good advantage. For tha reasons given above, I don't think the railway specifications referred to: on cage 9, should ba used. For instance C &-0 parmit Silica or China Clby in addition to magnesium silicate leaking a total of 2q of inert. Our years of experience have taught us that tha iiaai housa paint - did by th%t I mean S.T.P. should contain not core than 10# of that reinforcing pigment, magnesium si lie at s, Wkswiae on paga 15, referance is mads to tha fact that ana railroad psrmita of the u.33 of 70# inart fillar. "a shouldn't five tha salesman the impression bha any such amount of aa inart .All-produce a satisfactory hausa paint - because if it would-that's how we would mjke 7. ?. X re slice =11 this information on inert is given to justify itB use, but let's stay within the limits of practicability aid IsaVS something to expose in the cheep paint can. 0007-SWP-040536 N28917 H. J. D. *5in 4, 1927, Page 11. 1st. paragraph; Ton can still sat tha necessary punch cut of that nt to tha last sentence in tha first paragraph if you aid tha following lords - "even in the states where tha lass do not require it." Page 11. 2nd. paragraph: "ext to last sentence reads:- "?or in stance,- too much lend ea he used near gases------ ----- . " Rather should it ha "the wrong hind of lead cai be used"-------------- if vo Say jaythlng and sines wa do not recommend 7. ?. as a gas resisting paint, this sentence really doesn't have any place in 7. T. P. Text. In this seCEo sentence - "too much zinc can he used in boose paint for inside and cutaide " --- suggest omitting these last four words since it may lead to confusion on interior work whs* sine is the basis of Panels. P;-ge 12. let, paragraph: "Get as much oil into a gallon of paint" is not good pidnt practice. In g0tk paint you Oja cut your costa - way down - hy adding such linseed oil. That's a trick sane unreliable competitors take advantage of aind & thin nalnt is the result, A satis factory paint must be sufficiently heavy to penzit of proper thinning. If it is thin to begin with, how can you add sufficient turps -i for instance - to get a satisfactory priming Job. Also - if It contains too much oil you gst a high gloes that isn't at all satisfactory for the application of succeeding coats. The second paragraph is also incorrect bee sues if linseed oil were used alone, the film would net be .-a durable - it would perish mors rapidly. That's why you add tha hard metallic piozente - of varying degree of fineness - in order to get the mgxiuniu of wear. And'lte the right kind oif pigments - your paint lasts - just so leng as your oil film remains elastic. Then that dessntegratas - your paint la gone, If the last esstaueeuln this second paragraph ware true, then paint as we know it would have decorative value only- and of course this ie far fram true. At least- I have always fait thsre is more to a proper combination of pigments in paint than simply its decorative.Value and hold to the belief that while the greater the opacity of a pigment - such as lamp black sad iron oxide - the mors elastic is your paint and too, the mors durable, since tha lark colors with their larger quecclty of cdl in the paint do seas to stand up for a longer psided, Title this would seem to confirm the statement made in tha tart that the mors oil - tha more durability - still I believe that the resulting situation ie brought about througn the inability of the light rsys to get into and through the film - and since we all :greo tkat it is these light rays that dasentegrate the linseed oil t|i|eii:;i1:nii;et; bs the pigment with itsicpfecify that prevent*1 decay of the oil in proportion to tt* opacity. If -Scat theory is correct - ths* the piajsante Play a much greatsr purt in the paint than Is indicated by the text. Plage 12.: 5th. Ti.nrsgrrnht The first sentende in Mr. Hehl's eocssents isn't Sj'SOEstiCjsi t*i needs re-erranging; I as not so certain I would use this as it is written. Rather would I stress th! iupori-snes we place on our linseed oil r-jsiquicsisehts by telling about cur own Imhnuxhcture rid the Care wa take end then recite ths points brought up by Ur, Hahl aa what competition must put up with because of ir.dir luck of such manufacturing facilities. Those two paragraphs, therefore, could be worded t--> much better advantage. ?fege 13. 3rd, paragraph: The quantity ot drier in a paint is small. The quantity of oil in ths drier is even smaller. Tiy stress so on the nature of ths ail used when, it is such s small psrcta-S'aa# of tha paint. Anyway, the base bf tha 0007--SWP--040537 0007-SWP-000123928 K. J. 2. 3 Juno 4, 1927, drier used. in TM.P. is ths oil from which th3 processed cil far Old Dutch Tassel i.a made - ad ig not the processed, oil itself so ths comparison pith Old Dutch Enamel ia far fetched. Page 13. last p-rcgrsnh: "Tien you ej5k if E. 7. P. Is tot tar than what the dmtar could make if ha used ths ease materials. th9 answer of course ie , Tee- hut whan you ash that question: you Halt your rsply to two thing;*. Inability to get -the uniformity obtainable with fins grinding and the lack of check on the raw material.* used. If you atop sfter you ask if it is better than head sod Oil than you open ths field far all of ths things that k o to ados S. T.P. a superior paint. This is svidsni in the answers to bs found on page 14 since the outstanding supsrority - one would gather - is the Specially Tranted Pure Linseed Pill Bensons A d; C under: " S. P. wears longer" are in my opinion wary weak. Surely we can find much better reasons if we mdlee our comparison with Dead and Oil? Thar we hare the opportunity of emphasising the weaknesses of lead Carbonate when used.alone end compare with the pig&ent content of S. 1. 1-2 which is so perfectly balanced as to, get the maximum wear - minimum chalking - easier working HifieJLSi A gallon o4 S. P. Outside Gloss Thlte is considered as weighing 17-1/4 pounds to the gallon. Page 19. Indlda Varnish Thitet Thle is not the ns of an S. pr^daot ,dn,; the. line. P. lino but one EIK-rAP.Tt This report has beecme much longer than I-expected to make it - but I found eo many things I wanted to comment on. Ky impressions after reading thie text Is that too. much space is devoted to authorities quoted on inerts as a class instead of justifying the use of magnesium silicate to the exclusion of all othsre as far as exterior house psdnt is concerned. By thaory on the function of -fee; oil is directly opposite to that expressed in the text, thils it is the life of the paint, I compere it with the chain that ie no stronger than its weakest link. It is vegetable matter and decays (oxidises) until it is entirely decomposed and certainly is unable to raaist ths elements to the sane dsfree as can the metallic pigments. Oni of ths reasons why we add the fine perticlei pigment sine to this coarser grained head Carbonate is tb lessen the distance between ths particles and thus reduce ths strain on the oil content of the; film.; I think th3 text could be considerably improved if more spas* were ddvoted to presenting facts - not in cold aamsr - but in Hr. C-isriel's own inimitable way. (ar d I think it could be done without Increasing the sice of ths text) I know I wouldn't attempt it - you see it'e so much easier to critici*e- hut I a* trying to be constructive as much as possible in my criticism. Tours very truly. G. A. KEKZ Suot. Tech. Service Dept. P. S. I have reported on $5, so sand along 6. 0007-SWP--040538 0007-SWP-000123929