Document 7bqm6Ko58LYwNd05zY91b7nB

Timely Paint1 Information and Merchandising Suggestions Sherwin Williams DEALER NEWS & SELLING TIPS JUNE 1944 Published by The Sherwin-Williams Co., aavi<md, Ohio WARTIME EDITION S-W WAR-TIME PAINTS STRICTLY OK- When We Can't Make Them Right We'llStopMaking Them forthe Duration NEW S-W RADIO SHOW A HIT Top Musical Stars Heard Coast-to-Coast for Dealers SherwiH-WIlliams Top Quality Always Maintained Quality first! That'? SbcnvIn-WilLiams' policy-- yesterday, today, always/ There's oo "ersatz" material going out under the Cover-the-Eortb label--now--or at any amt, We jajrt won't tainper 'wli tne puHicY'confidence ` in" the "SKerwIn* ' Williams brand name. Furthermore, as wartime restrictions have deprived us of ingredients essential to pre-war formulations, new developments planned and test* ed foe tie furore have been Introduced--uo chat in many cases we actually are selling ''tomorrow's improved finishes'' today! Title swi* as an Outstanding example: Dealers can sell SWP made during these war years with utmost confidence that the performance of this world famous house paint was never better than it is today! The New S WP 1. Retains its gloss better than pre-war SWP. 2. Brushmatks level out bet ter- 3. There is definitely less tendency to dirt retention on the painted surface, 4. Laboratory and field vests prove superiority. Semi-Lustre Because it is in demand more and more for woodwork as well as walls, smoothness of finish has been improved still further in Semi-Lustre. Also, it dries more quickly. Most Im portant of all, the outstanding vrasbabiUty of Semi-Lustre is absolutely unaffected by war time restrictions. Plat-Tone There is a noticeable freedoiH from brushccmrtdng in today's Flat-Tone. A harder, tighter finish is produced that makes El&i-Toae the easiestto-wash pat wall finish on the market. Its improved formu lation is particularly suited to create clear uniform dots with First Quality Oil Colors, Many customers srill prefer "good old-fashioned" oil type wall paints to the resin-emulsion finishes. Plat-Rite Undercoater A superb product made bet ter than ever. Minute fineness of grind has practically eliminat ed brushmarking. The need for sandpapering is reduced to a mere scuffing to knock off nibsCan be mixed with gloss enamel to produce any desired degree of dullness m high quality finish. Pnameloid The new synchericresius used in Bnameloid are not quite so fitsc drying as our latest pre war formulation, But the finish is completely hard and ready to use after overnight drying Qd hours) and the so-called, pre-war, 4-hour enamels sold to the public never were really ready for service in 4 hours but needed overnight drying before thoroughly hard. For esse of brushing, beauty of finish and serviceability, wartime Boameloid is as good as we ever made- Sell it with pride and confidence. Floor Enamel The quality and performance of Floor Enamel have not been affected by wartime restric tions. Porch and Deck Paint Since the war in the East de prived us of the China 'Wood Oil used In Porch & Deck Paint, pre-war, this sturdy fin ish has emerged from complete re-formulation with water spotdog overcome and a new dura bility built in--an excellent porch paint. Polisb-Qlfurniture polish lx titans while it waxes sad polishes/ This polish cleans and revives the attractiveness of varnished and enameled home furniture just as the many house wives interviewed like to have it done. Results are positive and good. The polish is simple and satisfactory to use--Noa-Sticky! We're positive that there is no better furniturepolish. Actually, we know of none as good as Potish-OJ. Flo-Wax Self-Polishing Wax Produced in an emulsion of super fine particle she. This insures better peaecradoa and adhesion to the floor surface. FIo-Wox is more slip resistant. It is exceptionally water-resis tant, withstanding damp mop ping which easily removes dirt mom this h&rd-Wcar resistant finish. Never was the quality as good as it is today, Mar-Not-Varnish Quota Free 'While the new type synthetic resias used in today's Mar-Not are not as fast in initial drying as in pre-war days, the varnish Is ham and ready for service niter an overnight dry--prac tically as fast as the so-called 4-hour varnishes which actually were hard only after overnight drying. This means 14 hours normally--up to 18 hours in cold, damp weather. As for toughness and resistance to wear, water, soap, beverages, etc., today's Afar-Nor is un equalled to our knowledge-- a finish to be proud of. Every Sunday afternoon from 4:30 to 3:Ut> PJVl. E.W.T., you ---the Sherwin-Williams Dealer . . . ARE ON THE AIR with a glorious new show and a hard-hitting sales message to nur customers- The program, own ts ''WORLD OE SONG," is heard in millions of homes over 155 Blue Net work nationsand sparkles with the familiar music America loves . , , performed by the nation's top musical person alities." Every week,- two thrill ing new stars from the opera world will be heard with a 35 piece orchestra under the bacon of the world-famous Wilfred Wilfred Pelletier, -musical direc tor, World of Song Program. products. All through the sum mer*long painting season when sales potential is high, you have the satisfaction of knowing that you ... your store . . . and the Sher-vvio-WjlJiams products On your shelves are being solid ly sold. Here is a chance to talk to your customers right in their own homes, when they are in a friendly receptive mood. Here is a deal that can't be beat! Pelletier, singing and playing favorite selections. But best of all, thousands of your custom ers, listening to this scintillat ing show, will kaow that "WORLD OF SONG" is brought to them by YOU, the Sherwin-Williams Dealer. Dealer-Sponsored Yes ... this is YOUR show, from the opening announce ment rhac says, "The SherwinWilliams Radio Show is brought to you by your Sherwin-Williams Dealer/' to the lastmusical note. The clever commercial announcements es tablish you as che source of high quality Sherwin-Williams Flexibility... Important Rest assured that only those products which you cun get regularly In Sufficient quantities will be featured. Right now, for example, it's Semi-Lustre, SWP, Enameloid. Mar-Not Varnish. Bur should the situation change, che commercials will change with it. YOUR show . . . the Sherwin-Williams Radio Show . . . will be kept up-to-theminute to help bring more peo ple into your store where you can complete the selling job! listen every Sunday after noon to this new. show. Kem-Tone In spite of restrictions on resins available for Kcm-Tone manufacture, improvement in technical knowledge and pro cedures has maintained the high quality thir has won mar ket dominance for Kem-Tone. Prances Greer*s lovely lyric soprano voice will also be hearts. One / N46252 0007-SWP-000142111 A REPORT TO SHERWIN-WILLIAMS DEALERS What S-W is Doing on the War Front and on the Home Front In 1941, an official looking letter from Washington arrived in the Cleveland office of The Sherwin-Williams Company. "Dear Sherwin-Williams/' ir said> in effect, "can you make dibutyl phthalate, and if so how much, how soon?" Smokeless Powder Now, dibutyl phthalate is an important ingredient in smoke less powder. And smokeless powder is what is now making bull's-eyes out of Jap cruisers and Nasd tanks. The d.ph. "plasti cizes" the guncotton, so it can be compressed and "pelLeted" to make more straight shooting charges; for big guns. To build a plant to make untold quantities of this chemical would ordinarily take a year, but ninety days after that letter arrived, Sherwin-Williams began production of this vital chemical. Today, Sherwin-Williams--world's largest paintmaker--is also one of the nation's largest dibutyl phthalate producer--making millions of pounds more than the entire country produced before the war! Rust on bombs -would make precision bombing impossible, Bomb finishes must meet exacting performance tests. Bombsfinished with S-W Industrial Finishes are "bitting the target" the world over. The hottest news and de mands in Washington today are based on the fact that more soldiers arc becoming inca pacitated bymalaria ortroubled with flics, lice carrying the ter rible typhus, or mosquitoes, than the trouble caused by eoetnT shells or bullets. Therefore, the crying need this Spring baa been for chemi cals suited for combating the mosquito, fly, and lice problem on both Fronts. As a result of this demand Sherwin-Williams is now building a Phthalic Anhydride Plant -where, by a completely new process, this material ends up as a mosquito and fly control chemical as well aS for use in making many important finishes for the Army and Navy. Practically everyone is fit- THOUSANDS ENTER WAR BOND CONTEST Kem-Tone Miracle Radio Show Draws Entries From Every State Entries have been pouring the nation. Dealers refund the into Kem-Tone Radio Head certificates for the full retail quarters since the first cost of the Kcm-Tonc. announcement of the letter- This widespread interest is writing contest was made on additional proof of the popu the Kero-Tone Miracle Radio larity of Kem-Tone and Duo- Show, April 12th. olnger, tbe Master Mentalisc, Every week a first prize of a who has attracted millions of #100 War Bond and four addi listeners to the Kem-Tone tional $50 Bonds go to writers Miracle Radio Show every of tbe best letters telling why Wednesday eveniogatShOO p.m, they like Kem-Tone for living E.S.T. over the coost-to-coast and dining rooms. Kem-Tone Blue Network. Dealers enjoy also awards a gallon of Kem- tuning in, too. Tone each to writers of the next Smart dealers will capitalize hundred best letters. So far, on the consumers interest in the certificates entitling winners to Kem-Tone Radio Show by a gallon of Kem-Tone have tying in with a display of Kem- been mailed to every State in Tone in their windows. miliar with the publicity on DDT, the new anti-typhus in sect repellent material for human beings, which will take core of the active body lice and other types of insects thac can end do make tbe life of our soldiers more hazardous than the war itself. Sulfa Drugs Then there is sulfanilamide. To make this wonderful sulfa drug, you need acetamlid. To make acetamlid, you need stills and driers such as SherwinWilliams used in its vast Chi cago plant for making paint chemicals. This year SnerwiaWilliams made 8 $% ofthe aceranilid used on the U. S. war and home-fronts. In addition to acecaoilid, the company is now producing vast quantities of the sulfanilamide, itself. Synthetic Rubber Commercial production of "Kem-PoJ," Sherwin-Williams` vegetable oil rubber substitute for adhesion, post-war, garden hose, etc., was started last year in tbe Sherwin-Williams Chi cago plant. Unlike most syn thetic rubbers, Kem-Pol re quires no critical equipment for Its manufacture end tbe volume of its production is limited only by the amount of oil available for the purpose. Today, carload W. T. Walton* research chemist, demonstrates pliability ofa section ofKem-Pot. lata of Kem-Eol ore being shipped from Chicago. 240 Varieties ofWarPaint But what aboutpaint for war? Did you koow that SherwinWilliams alone makes over 240 varieties of war-priac, ranging from shell coatings that prevent premature detonation, tbhsrough c---a--m--uolulaflgaej paints that defy even infrared camera deteclion, to ship-bottom finishes that resist barnacles and air plane primers that resist cor rosion? Actually not a piece of modern war equipment can go into action without protective or concealing war-paint of some kind. These 2-40 kinds of war-paint are not just pepped-up varia tions of peace-rime paint*, eithec. They include some pretty fancy ingredients plus plenty of fancy chinking of Shermn-WiLliams chemises. Every day sulfa dru^s are saving the lives of American i Top picture; Ait operation--instead of amputation thauki to Sulfa drags. Bottom picture; Loading Acetan/IM in bulk at tbe S-W Acetaniltd plant Coating flimsy fishnet for ve hicle and gun camouflage with a fadeless, infrared-fooling olive drab at the rate of mil lions of feet a day called for an entirely new aye-emulsion. You'll see it after the war, on many consumer products. Coat ing armored Car bodies, land ing mats, bomb-casings, and mortars with non-reflecting camouflage colors chat diy lo five minutes and pass a dozen torture tests were alt tough jobs, too. But Sherwin-Wil liams chemists had what it takes to lick them--just as they solved a hundred and one other war-poinc problems just as dif ficult, many of them have been found to greatly improve paint appli cation,performance,and beauty. They will continue to be used in making SherwinWilliams Paints after the war--- unless continued research turns up something even better. And it would not be safe to bet against thatl Color Simplification With a definite critical nu> terial shortage because of war needs slow moving colors pre sented another problem, so slow moving colors were elimi nated. All critical materials Home-Front Paint Quality Maintained In spite of the tremendous amount of war work carried on by The Sherwin-Williams Com pany, the home-front has been lor from neglected. In fact, at no time in tbe history of the company has mare been done to overcome the problems of Sherwin-Williams dealers. In the face of wartime raw ma terial restriction, Shenvin-Wil. liams has maintained the quality of its products by finding new and often better materials to use in the manufacture of its Saints and allied products. [ere, Sherwin-Williams1 ex perience with materials used for war has been applied di rectly to the maintenance and improvement of its home-front products today. Take the alkyd resins and resin emulsions, for instance. Substituted for older but higher-priority materials, Drapingshrimp net over medium tank to prevent identification, by enemy aerial observers. Libertyship,Joseph P/LTeak 10 days from keel to launching, fin ished with S-W Anti-Corrosive and Anti-fouling, available for civilian use were converted into fast moving col ors. Production records show a tremendous gain in the manu facture of these Colors, result ing in quicker sole and more profit for the S-W Dealer. Fair Allocation This was not realized by some dealers in many sections of the country where homefront paint demand soared to boom proportions. Certain o these dealers felt that they were being discriminated against when thrir record orders were not promptly filled, A system of allocation was instituted whereby all Sberwin-WiliUms dealers are treated alike--on the sole basis of past purchases. All Continued on Page 4 / 0007-SWP-000142112 Today's Varnish Leader is S-W Mar-Not Do>j know jusr HOWgood Mar-Not Varnish is today? You should know because you* en thusiasm will he conveyed to your customers and prospects, with Greater sales and profits resulting. 'When shipments of China Wood Oil were cut off from the Orient Sherwiu-Williams chemists went to work on a schools and colleges, scores (fixtures, counters, cables etc.) taverns, theaters, churches. All of these users ufo interested iu securing finest maintained ap pearance and full bc&aty of fin ish that only a top quality varnish such as Mar-Not can provide. And Remember" Mar-Not Satin finish pro- Herr's a traffic-stopper. Sales points are dramatized. The product is shown in thepackage, and on the surface. Vt'-ndovn like shit male the cash registerjingle. new formula with astonishingly successful results. Thus, the new Mar-Not of today became possible: The best, by actual test against all other Leading brands sold for floors, woodwork, furniture. Js every single essential quality test 'Today's Mar-Net is toe fail equal of Pre-War Mar-Not and almost as rapid drying! A Better Market Than Ever With the shortage of alcohol practically eliminating shellac from the bulk floor finishing market, quickdrying au lunger is as important as serviceability. Much longer life, resistance cowater, alcohol and snap are labor saving, money saving advantages for which Mar-Not Varnish is outstanding. Here it Your Bulk Market at a Glance; Apartments hospitals, ho tels, libraries, office buildings IntgttriS** i* hith*S testerfyr K hoef pmtiucts m* Pr, *i*m mm^rntr, ufa>fi/af std rtoeemh templet* r J4 *#j>r, vidcs that beautiful "duU-rub finish" that definitely minimizes the surface imperfections of shabby, worn woodwork, fur niture s.ad--Floors. It renovizes at minimum cost and effort. And on new jobs imparts the mellow smoothness of a bandrubbed Mar-Not Varnish job. It is highly popular with Con tracting Painters, So that you may know how good Today's Mar-Not really is, we reprint our Standard Performance Tests established by our Varnish Laboratories. Standard Performance Tests t. Dry to touch in not less than J^hour in order to as sure good wet edge brushability, and not over 2^ hours to minimize dust catching. 2. Dry firm overnight for re coating (14 hours). 3. Dry tack free in 16 hours to test of paper pressed upon varnish or to with stand foot traffic 4. Dry bard enough in 48 hours to permit rubbing with ET pumice and min eral oIL 5. Elastic to knife scratch after 6 months uf wear. 6. Resist liquids such as fruit juice, tea, coffee and bev erages, tests being per formed on films which are 96 hours old. 7. Immersion, in boiling wa ter for hourproduces no more man moderate whit ening and recovery is com plete in y% hour. 8. Immersion in cold water for is hours produces no more than moderate whit ening-and recovery is com plete in l hour or less, 9- Wet neutral soap blocks, such u ivory, placed on film for 20 minutes, then rinsed off leave no perma nent mark on the fifTM, 10. Immersion in 50 per cent grain alcohol (188 proof cut to 94) for 16 hours shows only moderate soft ening, and recovery is com plete in less than 1 hour. This compares with the ef fect of straight whiskey or gin left on the film over night. KEM-TONE New Window & Counter Displays Window M*pl*r *T-40 Dramatic, colorful, eyc-e*icblpg, 5lc SO'x 40" mounted on cardboard for p4riniat display in. windows of Kem-Toee Dealer*. Colorful Versatile Easy to Install Sells Item-Tone Kem-Toue Window Dis plays are always new and dif ferone and the material now being shipped la no exception. In fact, we think it is the finest Kem-Tonc display material we have ever produced. This material includes every thing you need for a bang-up, haed-htRing window, Put this material tn work as soon as it arrives. Cash in on the KemTone Radio Show and the great Spring Kcm-Tone Ad vertising Campaign. Make your store look like Kem-Toue headquarters in your commu nity. Stahl Wlndew taitw Beautiful 6-color attention-getter, six* 30 in. x 44) in. Spot-gummed fnr mounting on window. Included in package xitb window display. Every Used S-W Shipping Carton Needed to Keep Paint Rolling! Every paint manufacturer can purchase only 70% of his 1941 carton requirements-- and that simply means, that we are going to be several million short unless -- you -- the S-W Dealer--return nil cartons that are in good condition. This is not to economy measure be cause reconditioning these car tons cost more chan new carcoos. Ic is a necessity--in order to be able to ship you your order of paint. Wt will pay rhe regular OPA Price Ceiling for every usable shipping carton received. Observe Instructions below. Two S-W employees stack retimed 1. How to Opea Without Damage Use a long blunt opener such a> an asm spring, with end and edges bevelled like * letter opener. la a properly sealed, carton (spot glued) this knife will slide under the dap next to the fold and will push through to the far side easily. Swing side-vise toward the center, lifting up the Sap without tearing. CAUTION; Never pull up the flaps by their cderaorfarccopen with a screwdriver or knife. This will damage the carton and make it unfit for farther use. 2. Collapse the Carton Fiat Immedi ately Upon Opening ft takes but a moment to Loosen the flaps ot both top and bottom. Open them out sad col lapse tbs carton flat. If the bottom flaps are stitched ox stapled It may be difficult to remove these staples without tearing the flaps. Do not return cartons too badly torn far re-use. 3/ Stick Cartons in Compact bundles Store in a clean dry place until at least 1<U> lb*, are accumulated, (approximately 35 cartons) the minimum freight shipment. Tie securely into uniform, compact bundle* to about 50 lbs. to pre-ent damage to edge*. 4. Where to Ship Bundles Select the factory point ocaxtU you from the following? THE SHERWIN-WILLIAMS COMPANY Cleveland, Ohio.... Chicago, 111............... Dallas, Texas........... Los Angeles, Calif., Newark. N. 1.......... Oakland, C4tf..... ..........time Road 115th Street Be Cottage Grove ..............4044 Commerce Screer ..........1450 E. Pico filed. ... ....Brown A Lister Streets .....................1450 Shcrwin Avc. Ship hy freight or truck COLLECT IMPORTANT: Poe quickest identification and handling of credits, plainly indicate on bill of lading and coral numbers of cartons shipped. Thanks for your condoned fine cooperation which helps us. S-W Radio Auditions Winners Pour young singers who won first prise awards of $1,000 end opera contracts in the ninth annual Shertvin.-Wiltiji.mg Opera Auditions uf the Air nt she Metropolitan Opera House, Sunday, April lgch, are shown being given the contracts by Edward Johnson! General Menage* ot the Opera Association (right). Idt in right: Hugh Thompson, baritone, of Tacoma, 'Wash., William Hargrare. bwitooe, of Culver City, Calif, and Philadelphia; Morion fiowe, tenon Regius Remit, dramatic soprano, of New York City; Arthur w. Stcudel, President, The Sherwiii-WjUism* Co. This program completes 20 weeks of Coxst-To-Cowt radio advertising for Sherwin-Williams Dealers and Sherwia-WsUtams Product*. Throe / 0007-SWP-000142113 WANT VOLUME? PUSH S-W ROOF COATINGS Uncle Sam Approves this Black Market! Locking for merchandise to sell to replace thiols you can't get? Sherwiit-Wiilbuns Hoof Coatings will furnish part of the answer. The Roof Coating market is really a volume marker-- no quart and gallon sales--sfcy-sides of buildings really take the volume--`5*s and drams! Because roofs are out of sight, they are often forgotten until they start to leak and a suggestion from Mr. Dealer is often all that is needed to ring up' volume sales on the "ale" cash register. The garage across the Street--the industrial plant on the edge of town--the farmer with hia many out-buildings, etc. are all your prospects for your S-W Roof Coatings. Do you realise a two-car garage requires 3 gallons of liquid Roof Cement for a single appli cation--where else can you sell such volume for a corresponding area? Roof Coatings are unrestricted--you can have them in unlimited quantities and if you'll push them--you can sell them in the same way. Offer thirsty roofs in your community a new lease on life--give them a "drink*' or quality S-W Liquid Roof Cement--5-W Plastic Roof Cement lor patching. Put J's of S-W Roof Coatings on display in your windows. Include S-W Roof Coatings in your newspaper advertising and get the share of this market in your community that rightfully belongs to you. Remember, die Roof Coating market is a vol ume market and the 5-gallon container is the one popularly demanded. Be prepared for the roofing season in your territory. Remember, in Roof CoatiagSi the five's the sire! A REPORT TO S-W DEALERS Contbtucd from Page Two dealers will understand the fair ness of such a policy. It is the only reasonable procedure where wartime demand exceeds wartime supply. Increased Advertising Although the demand for Sherwin-Williams paints far ex ceeds the supply possible to turn out in spice of SherwinWilliams tremendous efforts-- The Sherwin-Williams Com pany is not making the mistake of slowing down advertising to your customers--the consumer. Their good will means too much. Their memories are too short to be neglected. They must be constantly reminded that Sherwin-Williams Paints ore the points they need--even if all the colors they may want are not available. DISPLAYS...with Eye and Sales Appeal! 0007-SWP-000142114 Sherwin-Williams * SELLING TIPS Vo}. 7. No. 1 CLEVELAND, OHIO BEAUTY AND PROTECTION "BEST CAMPAIGN WE'VE EVER HAD" RESPONSE FROM S-W DEALERS The enthusiasm for the entire Spring Merchandising Pro gram has TKAcherl heights HxiieettinK hU expeirthllunn. If this enthusiasm is any indicator of the amount of prospective busi ness to be done by S-W Dealers in the spring of 1336, certainly Lt will be a banner year. "Back to fundamentals" wur the suggestion we received from every dealer we talked to e thia Advertising and Publicity war planned. "Attar all/'' they raid, "the flrAt thing w* have to do ib to interoBt Property Owners in pointing, and V?c can interest missioned Rockwell Kot, one of them ouleat and beat by show America's leading artists, to ren ing them what it meatu In the tOrma they respond to quickest, der the story in full color--not gorgeous mansions, but rooms In beauty, In ptido oi possession and pride of shewing neighbors. and homes that everyone Uvea in and aspires to -- simple, sane, In enjoyment--in the (un of Choos American. ing new colors. That's what they want," Is the caea-iugs 5-W Dealers ghV* US. To he sure that the thought de livered through the medium f Hit* ndverUviag to your commun And bo we have tried to follow j ity would mens a sale delivered these sentiments. No bickerings to your store, we have keyed each or arguments about our paints I advertisement, os we have keyed and someone etso'e. No emphasis i each Radio Broadcast, to the on eta.oktt.j or checking nr peek flhtrwth'Wtitfaiii* DCsTer, omf fife Ing. Nothing but the fundament all-tmportant part In paint beauty als of paint, and the tundanaeataL> and protection. The massage, the t<1 everyday humanity - nea-utv ibsroe. Is the one printed below, and protection. and reprinted here: Advertising Designed by Experts To toll this story to your cus tomers you need beautiful adver tising, in periodicals, on the air, in your Home Decorator, in your Window Displays, and In your "4fiw Street or AfctropoUs, dtp, TowtVj Or Samlet, wherever the Ccvcr-tha-Ewth omblem appears, there ta I*aint UnadquArterA. fhoro the 8 h or v> {n+TYUHama Hosier is wilting to help you an& to servo you." newspaper ads. The "Beauty and Hone DuofAtoi* Bigger and Protection" theme was conceived Batter by aur good frlohd Riohard Ryeh- The Home Decorator, with its tarik, who has designed oO many beautiful Rockwell Kent cove? j aucaosefut displays for dharwln- and Kent drawings lna$de, bis WilHams Dealers. Wfl then oom- "How to Paint" ooetion, and ih I .'ousr like wt savesr qur car ana rf((ioRAtor5; entire appearance, means that H will get greater distribution than ever before. The united response tmu BiTCady proven that. The Na tional Advertising will engender equal enlhusMnjim. because It is lh reality a toco] campaign di rected entirely to the wide audi ence in every locality in America uorved by S-W Dealers. The periodicals used In this campaign show its tremendous eoopo--*_h-f of thorn given oti the proof- Pleases Painters, Too Psinters are pleased with the "Beauty and Protection by Sherwin-Williams" series of advertisenionts. Every ad dairies a mAster-painters* picture in the signature. The copy first of alt sells painting, then paint. sheet of one of the ads, enclosed with this paper. The Spring Painting Catajogu* is tnoVO Complete than any you have ever had before. The Win* dow Dltpl&ys ore mom colorful and more striking. The radio pro gram boa drawn a widor acquaint, anoo with every performance, and the hovel tie-in of the Homo Decorator for publicity purposes frj>- tli prwrpRjtn | .-1 e.y >.*. cality serving ShfrrwlH-WillJajTJS dealers, baa also been sLrocsedAnd of acrurae the Budget Paymeat Plan Is one or the greatest booster* of paint sates ever cre ated. 1D36 a Big Paint Year Undoubtedly 1036 Is to be a paint-selling year. And from every Indication, insofar aa enthusiastic dealer response la concerned, the SHcrwln-WiUlaaw Company has gives its dealers exactly What they waht and need, not only to lu cres a c oaloa, but to make the year a banner one In total volume oales and continuous leadership. FAMOUS ARTISTS INTERPRETS BEAUTY AND PROTECTION Rockwell Kent, one of America's foremutit. artists and color au thorities, created the "Beauty and Protection" figures, and the beau tiful color Illustrations for your spring advertising. His bomn at Auuable Forks. N. Y., has been painted with s W p ever ainert it was erected tan years ago. Ha has used It ns a model Tor one Of the luoMt. striking rAvaptiifrmenta in the color series. IN THIS ISSUE tfbe new Budget Payment Plan -will stimulate pointing Just as Installment buying aoenllerated nutij and refrigera tor purchases. Read how you Cdn prollc. Fags 2. ** Metropolitan Opera Auditlonu on notion-widp. network features S-W dealers. Page 3, How to plan your spring ad vertising aompaign. Pago 4. -AS overtoil;- Che iwfofc Jnert ilimdnjc one At the Spring Mogtwlnc advertisements and eomptato advertising acbodnlo. Now linoleum finish will bring customers to your store, Read about It on pegs fi. mx* New newspaper ado. dis tinctive in style- F*g 6, Free newspaper publicity for your store. See page T. Sales tips for go-getters os page a. "Main street or metropolis . . . city, town or hamlet...wherever the 'cover-the-earth' emblem is displayed is paint headquart ers. There the Sherwin-Williams dealer will be waiting to help and to serve you." (Theme af all Spring advertisements) This is YOUR message. It appears in lead ing magazines going hito your community, telling your paint customers and prospects over and over again the Beauty and Pro tection story. Get the full benefit of it by making it a definite part ofyour sales plan. 0007-SWP-000142115 2 SELLING TIPS BUDGET PAYMENT PLAN BOON TO PAINT SALES GETS ACTION ON DELAYED PAINTING HOW YOU CAN CASH IN-OUTLINED HEHE not only In the paint department, but'by the cash register and in other parts of the store where customers Circulate moot fre quently, especially near the front ?of the store. Moke a point to toll customers nOh that the plan is now available for taking care of their spring painting. This little enclosure, form E-664, should be .vent out with all statement* and wrapped In every The Sherwin-Williams Budget Payment Plan will sell paint where paint couldn't be sold before. It opens new markets, new outlets li* your community. It brings to S-W Dealers the same plan to create all-time records in paint sales that is basic in the amazing growth of auto mobiles, refrigerators, washing machines, radios and other items* It puts paint on the selling basis all America wants--budget payment. PAINT NOW--PAY monthly. Kow ytm have thfl proven sales aid tbs paint industry hag lone; 3. InsLallmentB as low aa awaited. Horo are tho meet sal ?4.19 per month. ient point* of the plan: 1. No down-payment re quired, 3. From 12 to 1? month* 'rO pay. i I j I 4. Smallest amount financed JS70. 5. Largest amount financed $50,090. o. First payment due one month from date of econ- '> pietion of job. 7. L-ow National Housing * Interest rates. A. IV* 'Vi'd rape." 9. One hundred per cent payment on contracts. 10. No recourse to Dealer or Fainter. it. Good workmanship re- ( qulrod. Too many painting jobs are left; undone because the property own er cannot make the formerly V*- > quirud immediate payment. Moat of this business can he obtained . by telling the property owners in your community that they can pay iar immediate painting, house jobs and IntuiioiK, out of income* : tict Message to Property Owner* ' Wind*itf display card supplied free i(h en.'fc order fin- Spring Catalog* Got the measoge to property owners. We hove prepared for yon a number of messages. First of all the Budget Payment Flan us described in both the Home Decorator and the Spring Paint ing Catalog. Then we have pre pared mil attractive little Jenfleh which should he on your counter, Form E-68&V Order year supply of tfcfa attractive property u#era' enclosure- Fibs intv r/unsltirtl size envelope. package leaving the store. See : illustration of enclosure on thU page. Order your supply now from the Sherwin-Williarof Ad Service Department, Cleveland, Ohio, or Oakland, California. Window Materiel iOiaplay immediately the win dow streamers and window curd . (Illustrated here) supplied with iynuT package of Spidng window cards. Newspaper Ada Also available arc two small single column newspaper ad mat* and one two column ad. It will be well Wurth the money to run these several times in your local newspaper. One dealer has taken the two column mat and had the ad printed on a regular govern ment postcard and mailed them to hiu Hal of prospect* und cus tomers. * In ConvanMnt Paymtntt ,-.ow Tfl Monthil Tfte Sherwih-WuuaMS Budget Payment Phut Turo window streamers supplied with, each order of Spring Catalogs DEALERS HELP PAINTERS FOR MUTUAL BENEFIT Give Budget Plan Promotion Material to Painter* Let the painter help you sell paint job* under the Budget Pay ment Flan. fhe tint *tep is to have paint ers' meetings and explain the whole plan to them. Tell them they gel their money immediately and that many people wTid for merly purchased paint and ap plied it themselves will now hire painter*. Give every painter in your com munity this valuable book, ^iiow to Land More Pointing Contracts with the S-W Budget Payment Plan." It is brief, can be read and understood thoroughly in 15 Painter Letter-head minutes. It is the painting con .-*tractor's guide hook to the great est boon to paint sale that over occurod. Urge the pnintors to mall out the Budget Payment Plan An nouncement letters SheTwln-lJJHamfi has prepared for them. They nre attractively printed in four colors and include the paint er's business card. You may order those letters for your painter*. Thy cost: him only SI in lota ol 50 letters and business cards. Nn painter can afford to pass up the hew business that the Budget Payment Flan will stimu late this Spring. Now! A TWO-PURPOSE HOME DECORATOR 40 pages <>f up-to-the-minute decorating ideas. Includes 24 pages of cofor iJIus- i "The Right Way to Paint"--16 pages of helpful painting infor mation. t Your name on book and envelope. Your wide use of the Home Decorator is proof of its unquestioned leader ship a.ft the moil effective single paint sales item ever produced by a paint manufacturer. This year its effectiveness! has been doubled by the addition of u 16 page rotogravure section on "Hgw to Paint." AM the valuable home decorating tips, color information, full color plates (plus cover and interior illustrations by Rockwell Kent) are there again. Then the 16-page section tells the housewife How to go about getting the effects shown.--ao beautifully shown in the rest of the book. Here is a two-fold Home Decorator---a double-barreled paint seller. Some suggestions for distributing the Home Decorator; 1. Hand them out to customers who come into your store. .2 Mail them to a select list of your best customers. 3, Rend them out with customers' orders that you deliver. 4, Have them distributed by band, from, door to door. This is the proven ideal method. Young ladles, delivering the book di rectly to the housewife, can discuss painting or decorating problems, can talk over plans, and can offer the services of your store. Place a number of copies in your local library. .6 Distribute them in the reception rooms of doctors' offices, beauty parlors, barber shops, women's clubs, men's club or lodge rooms. Use order tlaxfe enclosed u*tih tMn issue of '`Selling T\ptn 0007-SWP-000142116 SELLING TIPS 3 RUSTERHOLZ REMODELS "MET" RADIO PROGRAM BIG SUCCESS Creates Erie, Pa.'s Most Unusual Business TIME EXTENDED DUE TO NATION-WIDE RESPONSE Anyone familiar with paint and wallpaper stores will get an actual thrill on entering the remodeled store of Harper Rusterholz--the Rusterholz Wallpaper and Paint Co., of Erie, Pa. Mr. Rusterholz anti his able assistant, Mrs. Goldie Johnson, have created a busi ness that nourished through out the entire depression. On March 15th their new store at the old location will be opened to all Erie. Mr, Rusterholz feels that the best way to sell paint and wallpaper is to sell, hot the materials, but the effect of the materials r on the View of paint Motion, Jtufterhote Store, Erie, Pa. rooms and on the homes they cover. With this basic plan, a gallery in the rear of the store shows in a very simple and effective manner a series of eight typical rooms. These are ingenious' ly arranged to take up a minimum of door space, and to give an actual demonstra tion of how the full interior will look by showing one wall and a few feet of the two ad joining walls. Four rooms are on each side of the gallery, and the center section is used as aisle space and a small meeting room. Here groups of thirty-five or forty, from clubs, churches, charitable organizations, etc., are given actual demonstrations by Mrs. Johnson as to how a room or a house should be planned. At the opening, experts from. The Sherwin-Williams Co., and The Imperial Wall paper Co., win address these groups. The store Itself fa so arranged that any customer has a feeling of space, ease, and leisure in inspecting the type of material they wish to buy. One side is devoted entirely to S-W paints, and the opposite side to wallpaj>er---the walls themselves further display all print and wallpaper comb i n at 1 o n s. Any SherwimWflllama deal er driving in the vicinity of Erie will do himself a favor by stopping and seeing the Rusterholz store. Mr. RusterhoJz extends a hearty wel come to one and all. Demonstration Rnnmjt, viaw Ruxterholx Stove, Erie, Pa. Note: In a forthcoming issue of "Selling Tips" some of the unusual selling schemes Rusterholz uses will be furnished in full detail. From nlL corners of the country, from people in all walks of life, from elastomers, new customers made through the broadcast, and from dealers, comes a ringing response of enthusiasm and approval for the Sherwin-Williams spon sored Metropolitan Auditions. Every letter that we receive stressed the fact that America likes better music, and that the people who listen to this program are the members of each community mosL interested in paint and painting. The lack of boisterous commercialism is also complimented, as is the message so widely broadcast on the air and in print, "Main Street or Metropolis, City, Town, ttr Hamlet, wherever the Cover- the-Earth otHblatft appear*i, there i& Paint Headquarters. There the Shenciii-Williama dealer w waitiafj to help and atree you. It is unquestionably the*?- best radio program Sherwin- Williams dealers have ever Directs S~W Programs had. The National Broadcast ing Company's Montreal sta tion was added to the net work on February 16th; And the program has been ex tended to carry through the month of March. Edward Johnson, Director of the Metropolitan Opera, la highly enthusiastic over the splendid voices the audi tions have introduced to the country. And the biggest part of the program is yet to come. That part is the i final choice of voices, to sing] at the "Met." Millions of peo- j pie in America will hear of \ EDWARD JOHNSOK the winners and will also \j Director, Metropolitan Opera hear of Sherwin-Williams' Association part in bringing these new star* out to the front. Edward Johnson, whose "Metropolitan Auditions", TUNE IN: Every Sunday Afternoon Over NBC Red Network J3l> p- --EST, J i3fv p, MST. ZtM p. ra, CsT, I3;30 p. m,, PCT, sponsored, by The SherwinWilliams Co., over a national radio Jnxik-up, are bringing "Beauty and Protection" to kII America. HERE IT IS! YOUR SPRING CATALOG 24 Pages in Full Color Your Name Part of Cover Design Lists 28 Items With Prices 5 Spring Specials at Attractive Prices The Spring Fainting Catalogue follows the enormously suc cessful "Fall Catalogue." It is made to order to bring customers into your store -- and to bring them in again and again. It's the perfect "sister act." The Home Decorator tells your customers what prod ucts and colors to use--and how to apply these paints. ThB Spring Catalogue describes the products, gives prices, and tells what quanti ties to buy to do the job. And it is no "flyer" but a full color, atten tion-arresting catalogue, featuring paints and specialties at special and attractive prices. Past experience with it tells us that it is saved, throughout the season. It's a go-getting paint salesman. HOW TO DISTRIBUTE: 1. Mail to a select list. The feature is a selfntailer and needs no envelope, lc postage. 2. Distributed from door to door by persons able to give a brief personal message as the book is presented. This method has proved most effective. 0007-SWP-000142117 4 SELLING TIPS ENTIRE SPRING CAMPAIGN KEYED TO YOUR COMMUNITY Do you realuK Uittt the Sherwin-Williams advertis ing in the leading magasincs is && definitely keyed to your own community as iei your "Home Decorator/' your Spring Painting Catalogue, or your newspaper advertising? The "Jteauty and Protection'1 advertisements appearing1 in these periodicals are going into your locality, and being seen and read by your customers and your prospects. For example, in Dubuque County, Jn Iowa, "Beauty and Protection" ads will appear 73,268 times* In Morris County, New Jersey* 186,208 times, in Santa Clara County, Califor nia, 263,732 times. And so on, for every county, and every trading area in the United States, years included. fiiff Id<Mlific*ttion far StnafI Slartfriin}, //. A. ffaldf, Kentrare, JV, Y.. dfakr, thtnrx irhoi can 6# dune. ten rr.ith it smttU tint*, fa takr tidvoniirje of SheetBi/t-WHUam* idarUificatWi ti'jna. HOW TO USE SPRING SALES AIDS Here la the moat complete line at BeUlwi aid* atn'rvfUv-WilUanjsi 3c&lfcre htve cv-er had. Every effort baa bven Md to cce&te not only the best possible tales aids, hut tw see that they could In- simply aod easily used for the moat effective results. These are tided and true lea* torts, nod there are hew fealUrea that liavu yrtinuse uf behij; as suc cess lul an the old favorite* they Join. Here are all of tlKU--eJl dfr. signed to be Of cosy use to you, and of paint buying Interest to your customers. The Home Decorator The moit successful single oalesAid in the Faint Industry. Cheek the distribution hints on page 2. Use every means at your tommaxid to a(hs that every palal-pUr* chasing botuewife in your locality gets her copy* of this book. Spring Faint Catalogue Last fall's successful catalogue la repeated this, spring, more col tectlon" themo. And they make definite salos for you--to use them* page 5. Hmdfo Spot Annottaccraente A paint-soiling carle? of radio pnt onnminoetnente, ready for Immediate distribution an requests Use postcard enclosed. Short an nouncements like th*e have proved themselves tn be sure-fire ulea-gatlBra. "Mel" Auditions orful, enlarged. Again aoe to Its Flneat program ShorwIo-YVil- distribution, and the widest pos liani? dealers ever had. Capital* sible--even wider than the Home tee on It in your locality. This Decorator. It is wise to distribute program has been building popu these as early In the ceuoa as you can, for experience showed us that this feature woo retained and { larity for Hmtir, for llj spoTMGt- and you. Il is keyed to your state:. See that local tnusieiil clubs know of It from you--It will add to your referred to again and again dur local prestige. ing the painting sa&son. See National Magazine Advertising further details about this on This is keyed to you. Uee It. page a. MRUtloa Hockwell Kant's name Newspaper Ada The bast now&y&jujr ado wd'vo ever had. Best beonueo they ate definitely designed to eel! the product* you curry--and aaJt your atoTs to yoUr ouBtornsru. Use , them v often oo you obu during I to interested groups. Use the unclosed color proof for .Immorilnte display, nod also display the window bn cbground, using the SlUUn ilLiiKtrailons as la the ads. Them? nds, tha Homo Decorator, the Catalogue, and your displays lba painting aeasor.* Sac Cull d. tails on yaga all tie together in one large *>11. Ine forte to fcnlp you. 4cii. Newspaper Publicity A new and Unusual opportunity ts the "Houie Decorator" serfos of publicity raUuoit. Be sure and chow theta to your local editor* Hit'll want to ua thent, and they will Attract tuora notice to your store, and further establish you or "Faint Headquaitaru." Sea de tails on page 7. Window Display:* Tit* ilve-ylecs display Illustrated below is "Beauty >*utl Protection" in your rtore window. Its color and appeal wjU brine irony cus tomers to your store. Be sure And keep it on display during the sea son. because it Is one of youx definite Ue-ups with the Nallcn.ul Magulne Advertising. See below. Budget Payment Flan. Probably the groatMt boon to paiht o&lea tho industry bu over luwwn. Brings you to an un touched paint market. Do sure that painting contractors know about It now. It will help them-- you will be helping them--and getting additional volume bualn(u:!i yourself. Every pointing con tractor uhouid have the book de scribed an pag* 2. Also give propArty owners the new.' "Bvdgot Flan folder CTrirwi J50W>. See page 2, Special Price* on Popular Product? Bring these spring special,* to Lhe attention of your RUfttamers and prospects la all possible ways. Word of mouth advertising la al ways good, and you eon start a chain, of this powerful type of pub licity working in your favor, if Other Displays Specials, Counter Displays, Ban ners--all attractively prepared to fit la with the "Beauty and Pro- you will mention Cheart aprr.lsls in advance of their announcement. All aro featured In the Spring Painting Catalogue shown on rwgfr A SKYLIGHT CEILINGS WITH SAVE-LITE Don't overlook a large uid Im portant market In every Commun ity. That market- 14 lha retail attires is your trading ares_ "w consider vry store of any kind within twelve blocks of our store a customer rightly belonging to us," said one Aggressive and pro gressive deilnr. "Wb buy in th* community, and we sell everyone ctso in the business ve can. It's good business itl all xespeete*" Try It on the ceiling of your own store. In other words, painl that celling w/th 3-W Savc-lit*. 7ou'fJ bo astonished at the difference, Olid It will make your Store a bet ter plHce to do basltie&a, abd you'lt And that you do more business. You can then UM your store a* ft demonstration ground, as a baste for future sales. Bttfarn painting. AfUsr painting. Nineteen out or twenty stores do not havft emnigb light. Thexe pictures show u model gruceiy etoro inteilor before add after pointing JUST THE CEILING white. Tho side walk remained the same in both, pictures--a tight blue. Thu umuuat Of light Wfcs doubled. Tbcoc figures were 40 interest ing to tho groocry trade that every important grocery periodical carried the story. Bring tbe sub ject of "Skylighting Ceilings with S-W Savo-l^ght" to the attention of grocer* In your neighborhood. They'll tcmcxnbar the Heins they saw in their trade journals. And bring it to the attention of drug stored, drct3 shopa. barber ehop6, beauty ofaops, ctubs, hotels. De Luxe Window Display Ties Store to National Advertising "Beauty and Protection" For Your Windows The beautiful five-piece display illustrated hem haa been created in order to bring "Beauty and Protection" right into your store. The display ia a masterpiece of display arr, Eurit pioeu ia r Repayata uatt and il there (a nnc room in your win dow for the entire display, it can be separated, parte being used on rnurutiandtee counters Inside your Atoru. People passing yuur window and seeing this display will rumerobetr the identical `'Beauty and Pro tection" figures seen with tbe ad vertising in the magexines they have been reading. The center panel of this display ift made in the proper size to lit JtO Pormoflox Dlepley. and will be automatically mailed to those deolvre who have purchased the Permn-FiAX stand. If you want this display, order it the next time you &ee the Sher- uin-WjHiams Representative, or write fw it, asking for form numiJfrir W 2S2. 0007-SWP-000142118 THESE ADVERTISEMENTS (IN FULL PAGES, FULL COLOR) k ^MiuuuKjHiuiaaiM^t WILL APPEAR THIS SPRING FEBRUARY rUBUCATlOH OK a*f ~ ISSUE DATE MeCALL'S MAGAZINE .... February 10 MtoftK LADIES' HOME JOURNAL -- February 10 PICTORIAL REVIEW......................February 10 COUNTRY GENTLEMAN - - February 11 WOMAN'S HOME COMPANION February IS Mor*h March March March HOLLAND'S MAGAZINE - - February IS March DELINEATOR -...................................February 20 March COUNTRY HOME ------ February 20 March GOOD HOUSEKEEPING .... February 25 March SUBJECT $emi-Luat* Semi-Lustre Semi-Lustre Gemi-Lustre Semi-Lustre White House SembLuetre Semi-Lustre Semi-Lustre MARCH PUBLICATION OW SALE NATIONAL GEOGRAPHIC . - - March 1 FORTUNE................................................March 1 HOUSEHOLD MAGAZINE - - - March 5 COSMOPOLITAN...............................March 10 PICTORIAL REVIEW......................March 10 LADIES' HOME JOURNAL - - March 10 McCALL'S MAGAZINE - - - - March 10 SATURDAY EVENING POST March IS AMERICAN MAGAZINE - - - - March 16 SUCCESSFUL FARMING - - - March 19 HOLLAND'S MAGAZINE - - - March 15 WOMAN'S HOME COMPANION March 15 COUNTRY GENTLEMAN . - March 17 BETTER HOMES A GARDENS - March 20 ATLANTIC MONTHLY .... Murwli 20 HARPER'S MAGAZINE .... March 20 COUNTRY HOME..............................Match 30 DELINEATOR - ---------------------- - March 20 AMERICAN HOME..........................March 25 GOOD HOUSEKEEPING .... March 25 COLLIER'S................................................March 27 HOUSE BEAUTIFUL..........................March 30 HOUSE & GARDEN ...... March 30 ItfilTE DATE SUBJECT March Living Room March laving Kmih April White Haui April Living Room April Enamelold April Enarneloid April Enarneloid March 14 Living Room April Living Room April Enarneloid April Yellow House April Enarneloid April Enarneloid April Living Rcokn April White House April laving Room. AprU Enarneloid April April April Enarneloid Living Room EncmeloU April 4 White House April April Living Room While Hour. APRIL PUBLICATION OH SALE NATIONAL GEOGRAPHIC . . April 1 FORTUNE.....................................................April 1 TIME..................................................................April 3 HOUSEHOLD MAGAZINE - - - April S SATURDAY EVENING POST .April 9 COSMOPOUTAN.......................- April 10 PICTORIAL REVIEW..........................April10 LADIES' HOME JOURNAL - - April10 McCALL'S MAGAZINE - * - - April10 COUNTRY GENTLEMAN--------------AprilH AMERICAN MAGAZINE------------------April16 SUCCESSFUL FARMING--------------April15 HOLLAND'S MAGAZINE - - - AprilIS WOMAN'S HOME COMPANION April IS ISSUE DATE SUBJECT April White Houe* April Bed Room April 4 Whit* House May Living Room April11 White House May Bed Room May Flat-Ton* May Flat-Tone May May Flat-Tone Flat-Ton* May White Hbiu. May Flat-Tone May Living Room May Flat-Tone LA P R I PUBLICATION OH 3JU.fi BETTER HOMES A GARDENS - April 20 ATLANTIC MONTHLY - - - - April 20 HARPER'S MAGAZINE - - - - April 20 COUNTRY HOME April 20 DELINEATOR................................- April 20 COLLIER'S ............................................April 24 AMERICAN HOME..........................April 2S GOOD HOUSEKEEPING - - - - April 2S HOUSE BEAUTIFUL ...... April 30 HOUSE & GARDEN ------ April 3Q (Continued) ISSUE DATE May May May May May 2 May May May May SUBJECT White House Living Room WMt* House Flat-Tone Flat-Tone Living Room White House Flat.Tan* Whit* House Living RcoPeX MAY PUBLICATION ON SALE NATIONAL GEOGRAPHIC - - May 1 FORTUNE - -.......................................May 1 PICTORIAL REVIEW......................May 10 LADIES' HOME JOURNAL - - May 10 McCALL'S MAGAZINE ... - May 10 COUNTRY GENTLEMAN - * - May 12 AMERICAN MAGAZINE - - - - May 15 SUCCESSFUL FARMING - - May IS HOLLAND'S MAGAZINE - - - May 15 WOMAN'S HOME COMPANION May 15 BETTER HOMES & GARDENS - May 20 ATLANTIC MONTHLY - - - - May 20 HARPER'S MAGAZINE - - - - May 20 COUNTRY HOME..............................May 20 DELINEATOR.......................................May 20 SATURDAY EVENING POST - May 21 AMERICAN HOME May 25 GOOD HOUSEKEEPING - - - - May 25 COLLIER'S ............................................May 29 HOUSE BEAUTIFUL..........................May 30 HOUSE & GARDEN..........................May 30 ISSUE DATE SUBJECT May May June Yellow House White HoiUO SWP June S WP June SWP June SWP June Yellow House June SWP June Bed Room June SWP June Yellow House June Yellow House June Had Room June SWP June SWP May23 Yellcw House June Bed Room June June SWP Yellow House June Bed'Room June Yellow HoUf* JUNE PUBLICATION ON SALE FORTUNE ................................................June 1 TIME ------- - ------ June 6 HOUSEHOLD MAGAZINE - - - June 3 COSMOPOLITAN ------- June 10 SATURDAY EVENING POST - June 11 COUNTRY GENTLEMAN-----------Jim* i5 AMERICAN MAGAZINE - - * June IS BETTER HOMES & GARDENS - June 20 ATLANTIC MONTHLY - - - - June 20 HARPER'S MAGAZINE .... June 00 COUNTRY HOME ....... June 20 AMERICAN HOME.....................- June 25 COLLIER'S June 26 NATIONAL GEOGRAPHIC - - July 1 ISSUE DATE SUBJECT June Yellow House June Yellow Houe* July July Bed Roam Yellow House June 13 Bed Room July Semi-Lustre July Bed Room July Bed Room July Bed Roam July July Yellow House Semi-Lustre. July Yellow Hw** July 4 Bed Room July Bed Room 145,691,228 MESSAGES! YOUR COMMUNITY-EVERY COMMUNITY IN AMERICA WILL SEE AND READ BEAUTY AND PROTECTION BY Sherwin-Williams SWMtOA i-fO ft ip 0007-SWP-000142119 BE Y AND B Y S H E R VY I N RO T E C TION Williams From the use of paint -- Sherwin-Williams paint--come pleasures few things can give. Every bit oi your heart's desire for the color, freshness, and loveliness of a newly painted room is at your brush's bidding Your walls and woodwork become warm and friendly-- almost animated -- under the touch of colorful, easily ap plied S-W Flat-Tone. Should you wish a bright, quickly washable quality added to the color beauty, S-W SemiLustre awaits your commands. And chairs, tables, cabinets, kitchen, bathroom and breakfast room indispensables al luringly join the color magic parade when you repaint them with glistening S-W Enameloid Painting is fascinating .. . fascinating to watch and antic ipate the final beauty on the big jobs where the painting is done by a master painter . ,. fascinating to feel the flow from the brush as you recreate a table or chair yourself. And a paint can ... with a Sherwin-Williams label around it . . . is an indispensable part of your home's beauty and protection. Be it famous old SWP, America's best known and most widely used house paint; be it the interior paints mentioned; or be it any other of Sherwin-Williams well known products--furniture polish, floor waxes and finishes, etc., -- it is made to help you to beautifully identify your dearest possessions -- to transform a house into a home. "All you need to know about paint is Sherwin-WilUaras." Go to "paint headquarters" in your locality. There the Sherwin-Williams "cover the earth" emblem means help and service from a paint dealer able to aid and guide you. You can. hav tw*lva to Arghteen month* to pa; tor your painting. Ask lb* Shetvrin.-William* dealerlayout locality about the S-W Budget Payment Plan. Writ* dLr*ctly toSiarwiri.William* Go., Dpt. S-2,Clav>ljind,0. Thu new Shrw|n-W||[iams Homo Decorator, a sours* book of color and paint [de&t can be bad Jrae of charge from the Shacwin-Wtlltam* dtaler in ytmr Locality. Or writuTheSheiYriji-Williams Co.,Dept. -2, Cleveland,O. Sherwin-Williams Paints , YOU NEED TO KNOW ABOUT PAINT THIS ADVERTISEMENT APPEARS IN ON SALK FORTUNE - -..................................... - March 1 NATIONAL GEOGRAPHIC . - - March. 1 COSMOPOLITAN........................... - March ID SATURDAY EVENING POST - - March IS AMERICAN MAGAZINE - - - - March 15 SETTER HOMES & GARDENS - March 20 HARPER'S MAGAZINE - - - - - March SO ISSUE DATE Marsh March April March 14 April April April CIRCULATION- 100,000 1,200,000 1.550,000 2,100,000 l,8Od,O0O 1.313,000 100,000 OK CALC AMERICAN HOME........................ - March 2S HOUSE BEAUTIFUL ................... - March 30 HOUSEHOLD MAGAZINE - - - > April S HOLLAND'S MAGAZINE - - - - April IS ATLANTIC MONTHLY - - . * - April 20 COLLIER'S -..................................... - April 24 HOUSE & GARDEN - April 30 ISSUE PATE April April May Mny May May 2 May CIRCULATION 650,000 90.000 l,7SU,0QO 423,000 96,000 2,300,000 100,000 0007-SWP-000142120 SELLING TIPS 5 Sherwin-Williams Paints Storefront Banner, 2V4telO foot. Form WSOl. Soe boa at bottom of page NEW PRODUCT ANSWERS DEMAND FOR CRYSTAL-CLEAR SHE&WiH-WtlUAM: LINOLEUM FINISH Startsat Home New Counter Display Sells Clearolin Hern Ih a real self-aelling display, it shown convtnclnely that Cleat* nlln is really crystal ciBar. Covers all Ui sales points; "Will not turn, yellow. Makes linoleum Jrn>k nw xgara, a tough durable nnlah. Easily Clranort -with a damp Cloth. Will not discolor the moat delicate pattern. Easy hi apply. Waterproof. Deles la one hour/ Furnished free to iIaaIpca firdoTtntf an ajtanrtmenL nf 12 quarts and 12 pints of Cle&rolia. There have been good nnd bad linoleum finishes--some easy to apply, some hard to apply; some short wearing, some long lived; some quick drying, some long drying. But good or bad, there has been one disadvantage to lin oleum finishes. They were not clear and transparent enough to allow the pattern beneath it to appear in its original brightness once the finish was given to the linoleum. To find a crystal clear linoleum finish lhal a Lay a clear, that won't darken light patterns, has. been the pursuit of all varnish manufacturers. Sherwin-Williams Research Depart ment has finally solved the pioblem and Sherwin-Williams Clearolin--"the crystal clear linoleum finish that stays clear"--'is the answer. It not only keeps the linoleum new and brightens up dull, worn surfaces--it stays clear and it won't darken light patterns. It is easy to apply and dries in one hour. A quart will cover an 8x12 linoleum flood. A damp cloth easily 1 keeps it clean. Here Is an other Sherwin-W i 11 i a m a product ordered to be made, and made to order for Spring sates. Clearolin is featured Your Customers Will Like These Features in Clearolin Crystal clear Will not turn yellow in the Spring Painting Cata log and the Spring News paper Advertisements at a special introductory price. Be sure to have a good stock of Clearolin on band to meet demands. This product is Won't discolor lightest patterns Easy to apply Dries in one hour Easily cleaned with damp cloth Waterproof destined to go places, Tough, durable finish. Sot Bill example this spring' by painting up yout storefront. fltore Front Finished are ideal for UiIb purpose. They come in many snTJMVfv* bright Colors, their (?Loei3 I? sharp, they're easy to ap ply, dry quickly, nsd are excep tionally durable. While you we about it. Me your signs still attractive? Paint them up, too. If you have a SherwlnwniiamB dealers ldentuicatlon sign, sponge It of? or rinse with a ho. It ie porcelain and. will Lonk like new and be visible for n greater distance down the street. GIVE TOURSELF AN INVENTORY Are you wing the sales aids planned tor yob in your local ity this Sprltn:? Are you taking advantage of aJJ or only a few of the best point promotion features wtVs ever had? Re member, 193$ is a paint year. Give yourself this inventory to ha euro and got nil your share nf this market rend tM* bamnttati WINDOW DISPLAYS Windows that are at tractively dressed go hand in hand with suc cessful paint merchan dising. To make it easier for you to give your win dows plenty of paint atmosphere, wc have pre pared a set of colorful window cards and streamers, each piece telling an effective mes sage. The cards can be used inside yuur store as well -- on counters or merchandise tables. The specials on Screen Enamel, Clearolin (lino leum finish), FJo-Was Hitd Fluxuap are featured on cards with prices. The entire set of cards (Form W296) will be shipped with all orders for Spring Paint Catalogues and newspaper mats. It in cludes the large store front banner, shown at the top of this page. 0007-SWP-000142121 SELLING TIPS I WRITE FOR NEWSPAPER AD PROOF BOOK Shows 64 suggestions for your local newspa per advertising. The form is B-583. Budget Payment Plan Ads Run a few of these, too, to let property owners m your community know that you can arrange convenient terms for taking care of needed paint ing that otherwise would be delayed at the risk of large re pair bills. The Proof Book in cludes a series of these ads from which to make your se lection. Mats are free. 0007-SWP-000142122 SELLING TIPS T "A LITTLE SMILE WILL GO A LONG WAY" lllvslraiiotin from S*W Advericnnments in Motor and Aviation Magazvnsw "Uriels Pot* toys they're um ffCmna have zippers on the crank- case next year." "Ah' yesterday he won a bet from "Uncle Herman for tnoIcin' a barber -pole outa that einoktetaott." "Wo aonoo be Bird.'* '**>. Ac ain't drip' Mel i." troll fattin' "/I i^h'I /Ait---ii> k*r AiXhifoy tn' fir ^romirrd r,r& act uncle*;' "fir's b-ten paintrrt' comeit now for a year,' "(/net# JSlmcr snyx that snappy Wurtdr in th' biy blue rondsler is due tiny minutr." SHERWIN-WILLIAMS PRODUCTS ON MODEL HOMES Built by Leading Magazines Model homes, built by euch pub lications u HOUS2 CARDKM. HOUSE BEAUTIFUL, and GOOD HOUSEKEEPING arc futtVjrlng decorative treatments in Shcr^laWilliams paints. Since each la famous for the houses and ronmn Its nrchlUw.ta create, they chose Sherwln-Wniiauyp Palnlh Lo carry out their color treatments in a manner befitting the job. HOUSE * GARDEN is just completing its model home at Scnrsdnlc, New York. Scnjl-Lus- tro, Enamcloid. and Flat-Tor-e have bean used throughout the interior to carry out the design* of Margaret Darz&n. the decora tor. and Verna Sulumanaky, urchi* tect. On the exterior Stucco and Concrete -white beautifully onhancee the appearance of the lovely house. HOUSE BEAUTIFUL is exhi biting Sts iltHturalJve aUggeallOUs In a series of rooma at the SavoyT>laa Hotel In New York. The kitchen, living room, and foyer are ftniehed with Shcrwla-WitIfame paints. And GOOD HOUSE KEEPING'S spring room display AlKft II has Rrml-Tsuctr? and fe'latTone. Hot only wilt thousands la (he Metropolitan. ares. visit and se* these roome, but mlliione all over the country wilt feed about them sbd see thorn tllueftfated in the pages yr (he magazines In qurotton. The drat showing will be In the March Issue of HOUSE BEAUTIFUL. Th picture at the left is the random interior of the modal house erected la ttt* Ft. C!. A. Building, Rockefyllw Ceatar, New York City. 1.875.000 Home Decorators, 3.275.000 Spring Catalogs ordered by S-W Dealers To Date Have you ordered yours? FOR SPRING [ It a coat of Wall Primer and 1 Sealer. Follow wjlii a coat of Semi-Lustre and WaU Primer and SEMI-LUSTRE Sealer mixed half und half. Fin ish with one straight mat of Semi-Lustre. When the panel is Simple Display Effecting Selling Device Seeing Is believing. That's why demonstrations are ationg sales makers. Many dealers have writ ten in to tell of their success in nailing Semi-Lustre with the aid of a simple duruunntration panel to illustrate the washability of this wall finish. This Js how it is done: Preparation of tile 1'auel Ts*l a piece of Masonite Prostvood or wall board and give thoroughly dry daub some Ink and mercurnchrmne over its fiur- draw a few crayon ttuvpV* On it and finish with h Sooty hxTiiipTlnt. Now you at** ready to demonstrate, Making the Uemonslration All that in needed tb a sponge ami u bowl of water Into which has been dissolved a flmull quan tity of Fbutoap. Wipe tho damp ened sponge across the surface and Semi-Lustre will coma up fjailing. Do not clean tho whole flurfififi but rather a diagonal stripe to show the comparison. Not many customers can resist this convincing test. FREE LOCAL NEWSPAPER PUBLICITY ESTABLISHES YOUR STORE AS HOME DECORATION HEADQUARTERS All newspapers are interested in home decoration. It forms one of the basic features of any paper because its appeal is unlimited, and be cause women find it one of their basic needs. For this reason, editors will be particularly anxious to utilize the Home Decorator Newspaper Mat service, furnished to all Sherwin-Williams dealers. The Mata come complete with a striking illustration, and both illustration, and subject matter are done by decorators thoroughly familiar with home problems. What make* th* tie-in even better Js that each of these should be placed with your local newspaper with your signature at the mast-head. Simply re quest the mats, talk to your editor, show him this feature and explain that it will appear ns a local item and not a syndicated piece which he would have to pay for, and the response will be instantaneous. There is no cost to the paper and no cost to the SherwinWniiani.s dealer. And the Home Dec orator becomes, not only a booklet for your general distribution, but a series of newspaper articles for the same pur pose. You may order these mats by mailing the enclosed, post card. This is ims of ten j/ulrlieity articles, mafic furKinked without charye. Cut numbers Sffsi to ssso Tuciuafpe. The Home Decorator --= YOUK SIGNATURE Bathroom . -- ,-----------------ik tho uiiaIoj-d bath. Nor too dark a ma|or color aincc yon will want good lipht raSeciian viluFk Heiu beaeda ir, ehaved, (sect ue pottdrtrA and there slum be light and plenty of k to avoid buLelitml china 4 For aaemyLe, gee *3me gray Dilnt . . . there arc & and ihndaa of It, each ano-e urikiag and appealing than the la,1 - . but be careful, art * aurfn aofr gray wtth plenty of dtptS. Yav- --J-- - 1. jOur Hweli cnObogtatBed in d,h red . . . chl* lut needn't be an #xt>rntiva rtem nlor--plain while towelling la not e*- Prmlve and the inonQmtnlaq can ha deaa at iiHDif ond thi Laat tWJeh--itl ticula,____ _ ______ __ ir i* la tt* akme relation to th, r*t of jrur hau** O, year last, year's hat lieaia M Jioor ttftw winter coat. . . aa dated that ic it now bayaqd the pale, And Wll wigar that thla particular beauiy-itacired rm it cm Mat La. utmost every borne,,. Ift Oi bathroom vy time, U ,t id euy (0 ju*S hanp the tewtlt OIL the rack, pvt cb loop la the dish. call It quit* miJ get to work on th, ne*v dicing rom drop,*. t* la logical that more care b given tha wbieh ncetb, moat lived Id, bot ollrd ,11k fhower cnnalA with atrooti ana fcplaalian ol ymn hw red pattar*. iojfit oH. There you air. A rom aa Invigorating aa yanr Aocolag Jiower and ka tie,rjgl as a day la June. TJle painting lob ias*t a rrcarSawna fiek By any mean,, ecu can have your palnttc do It. or da it yeuraelf. It takes ear , , , aot inborn talent. Begin at the top. Scrub tho old aorfiEBB "clean aa * whiatlt" and rinse off all *oipy Eta. Strape off looi* lenlea of eld paint aad fill tha caoka er holu wlt)i pjitcbijir clatter. Let it dry: put on a coot et wall-primer, dip your bruth into a can of loml-luatrr (Inei* Oatltally. ifi laupeaiiv* tad durablO and priced o a aaooth, satiny, tlcbl nniin that wvanta alneet oa aatlly at a i ladta with . . . th, wheretrltltal to lo your hot tar the (amity orphan, Thcee. dkya tber* are ajch rranfi m4-'-- -- ... -- y vo.t .f.ti.iiianr np tianiraom. The old idea that wulLe ami: cr, whltt ii the only chlof,., the only I China Plata, Siiuuic a, ywic A B C'j. Truly, prooidlte a lovely. eetfnl bathroom Cn faultIc,, finiih I* eno of the lllcat rofflplitnenli you cm pay a gtiept I* yw hue, and It wilt he * aoitro* f cfaemiuiltyo.nt aatlalactfoa to you aad yaur 0007-SWP-000142123 TIPS SELLING TIPS TO GO-GETTERS M0SIC SELLS PAINT A lady came into an Albany glare lb* other Jay and bought forty dollars' worth i?I SherwLnWilliams Paints. She said to the clerk: "1 have never been hi here be fore, But it scenied to mo that a company Lbt would put on auch a flue izdio program giving the young singers such a rare oppor tunity jnut make only the lineal palate,'1 Here's a tip. Thera are lota of people in your locality wlio feel the tsauie way about it. These people are invariably leaders in their comuiujiitte.H, leaders in civk: and m*aal aITnirtf, They also Include all the people with fond ness for music in. year locality. Write to them, talk to them about SELL SAVE-LITE Every Grocery Publication Carries Story on Sherwin-Willialas Save-Lite barreled value of a book in the borne and column in your local paper will bo one of your biggest aids to Spring business. HAVE YOU A SIGHT-METER? We've made testa in grocery stores, drug stores, beauty shops, to see just what happens when the ctiling3 ore paintod white. We've been amazed to And the amount of light in many stores increases anywhere from CO to 100%. Every loading grocery magazine in the country hfii car ried stories recently on these tests. Ask your neighborhood ONE OF THE FINEST! their interest in the S*W radio program. They*!! respond with paint orders as soon os yau get them into your store. EDITOR EAGER FOR HOME DECORATOR SERIES! One ef the most ingenious paint salesmen ever invented is the same Sight-Meter that has dose such line Work for the electrical companies in the Better T.ipht. Better Sight campaign, showing home owners and business men what the right amount of light means to eyesight, comfort, to appearance, and to efficient liv ing and working in home, office and shop. Remember that one of paint's greatest uses Is to reflect light. Show* youT customers with a very pimple demonstration with a grocer if he ha* read these ar ticles by Sherwit-Williame n- gioeors. Point out to all the mer chants within your trading radius the value they can get by "sky lighting their ceilings with SnveLitc." Not only the store itself, but everything on display m it The editor of the Erie, Pa., Herald Dispatch took one look at the Home Decorator series of newspaper articles and asked to have mats immediately so that he cculd schedule the ten articles to be used in his Sunday magazine section during the months of March, April and May. They w[]l carry the signature of Mrs. John son, "home faEhionist for the Rusterholz Wall *apor and Paint Co., Sherwin-Wiiiiama dealer in Erie." Hera ia a real feature--a real business getter. Editors will be anxious to run it because of its Interesting treatment of a sub ject every woman is interested in. And when you distribute your Home Decorators, the double Sight-Meter what light colored paints will do to conserve all the light they have and use---regard less of whether artificial or natural illumination is the light used. Tou can prove that paint ing is a money-saving investment. Your local Light atld Power Com pany office or your Electrical Equipment store can give yon In formation about the Light-Meter. WHAT A DIFFERENCE! The antique looking drug store ia the picture at the loft becomes the bright and cheerful Store in the right hand picture when Save-Litc ceiling* bring more light into tha interior. Paint not only brightens, but helps sales. In the new Kress five-to-twenty-five store on Fifth Are., Hew York, forty foot-candle* of light are used throughout, (The usual store has live to eight or leas.) Their merchandising' maaajzer? I have proved that a good quantity of indirect light- reflected from well painted walls and ceilings will turn the goods off the counter* and Into customers' hands faster than under ordinary lighting conditions. is enhanced by tbs added light from S-W Save-Lite, P. S.--Even makes the pro prietor look spick and Kpun. P.W.A.F.HJL Big Paint Opportunities la Gov ernment Alphabet As far no paint is concerned, the only kind of deal It has re ceived from TJneJe Sam ia a Good TJeftl. Thft government has used more paint than over before. And trioat of St has been purchased, in the localities where it is being used. A PWA job in Portland, Ore., is typic&L Over 1,500 gallons of Shorwin-Williuma product* on two school job* went to go-getter* who were out after tbe business. Uncle Bam is exactly like the folks around town. You have to go after him--he won't come to you with an order in hi* hand. Don't forget the opportunities opened up by the National Ilonaing Act--by all the government expenditures in your locality. There's plenty of government paint bcuiiness going to go-get ters. Frftzee's "Paint Headquarters" Store in San Diego, California, ia one of the finest paint stores on the west coast, or anywhere. In exterior treatment it is a unique and effective paint store that beautifully advertises itself. Any dealers fining l.o the San Diego Fair this year should treat themselves to a visit to this modem store. Soldier's Bonus Moons More Painting Automobllo dealers, home appli ance S&leimcO. and even clothing stare* are going after their share el tbe money that wilt be spent thl* Spring and Summer due to tbe additional purchasing power suddenly gtven th* soldiers by the government bonus, There's no reason, why ytsu shouldn't have your share, tea. Fainting la on* of the baalo r.mcrIHm of the rvi)V>Tly owner and there, are few things In life that bring more pride and satisfaction than a home made beautiful and protected With Sbcrwfa-WiUlaua .Products, You can secure the names at these veterans through your local -American Lesion Peat or veteran's bureau. Remember when selling this group that painting eon be taken cars of through the Budget Paymeat Plan. Here's One Way! The rxuiklta Furniture CeinBUr. Fcanklio. Fi.. bn a aOval way of itnluiaE tin Baste TiMMor to propmrly iraroan. The Ivttor tail, the utury. >v >vc reprint it, here: Hilio ylki s Hare I Mo tbc new Hun, De.-orfc.tar, a little boot pneJlh*d fer the Sbetwia- wnihn. Company nn-J bl-inifbl t fgu Sr the FVfcnklln FuciiitiiT* IJahijuny, tudiufcrMs for ShiTW [ ii.WIIIu.ra, Paints and Voruiahei. Thar hirn fcont m* to rour homo tr help ruu with yuiir print nrohlMii*.. Ini [He and out. Rood *v,ry Jiie <>/ me. Study the Dlcttrailvna nod color combinutui,i,, Bony folk* ray 1 >n t ***** bdP tm -iflve them tune end motwy. Won't yn reitH rao, itttdy me and let me help you. tool You Will nutlet 1 hove t lot to o>r about Soml-Lutltc snd Flat-Toae /or lltiuiw, nod t wuold he Incwnslols if T did nut tell you of The wnniierful uro- Station snd beauty (.WP wlP she exterior of your kamr. PXn. revLOmhet-, tho butler the print --ihp Ifni it will cost. rood paint oat only look* briber, hat spreads farther nd laet* [oncer. Yon wiy p-et solar cantfc, prlfcfr nnrt a Hhpktc line of zhurmln-wiijium Paints and Vors-nb-cc, etc. *t the FtpiiI.IIa Furniture Coetpany. comer inch nnil ftuHalu ist*. --Fhona IOC. Year* tf a heller pmnt job. TRR HOME DECORATOR. NEW FLO-WAX DEAL Features New Improved Applicator and One Pint of Flo-Wax at Only 79c Here is a special that will toe very popular this Spring. The new price on the combination of one pint of Flo-Wax and a lamb's wool applicator at only 70c will win immediate ap proval from housewives who have been accustomed to paying more. Flo-Wax into the corners of the room and right up to the moulding. New Half-Gallon Size This Spring the new gallon Flo-Wax package i* being introduced at the special price of $1-29. You The new appNnator will bo popular, too. The handle is shorter than before. It is therefore easy to carry home and to tuck away fa. a small closet or on a shelf, yet it ia still Ions enough to make floor wax ing a simple operation. Another improvement in the applicator ia the tri angular shaped head which make* it easy to Bpr*d will want to feature this size in your store and in your window because it is the most economical size for the housewife who al ready nwns an applicator. * Cawtomar't Pri-ao -All Z*r>ta 1 0007-SWP-000142124