Document 99qrv2w4rpyZmKL9Epab6n01D

** > ' %' v -*V. - v . .-v f . -V- #; V 4 ' -V' '4 ' ;k. ' -fc . -*> rif :iy:' -4 V ' ^;; :V %; . % 7rV-.. .;% % .4 k. ' % %.. % % 4' 4:~. v;; ;# #:.; :Vf ` ' .# " ie. '. :. -*.. '#: ;V . * ' :'%'- ';*; % .'-'.it ' >%, :% .*: '^t\V :'~k .V :'t;; \: - .:4". '4 if . :% *t ;.v~- ? 4' 4 : : W- ..V;A,. ' 4ft; ' 4 ' :. . '4: 4:. ' ^ ., ' 9F.- .it;..-4: ;. ''if'-'Mi f:.. -4 4 :'% M': }>:; > 4k -jV.: * ' V 4 M' >?; ';4- ' % ' Vi 1> ' :k.V*"' - : k--' ; k . &' #; .4:- ;4tW- .% " 4 M' -t.V ' .kr'- . ' ' V - ,ifc 'T' k: ,V fc ` 'i . ' ;f: '4; '% '^ 4 : kv4:`: %''* r y> . M '. , :* :4 ' . '" & . : if - ' : + - .. H- ; '*-' .V , W ,' V a '4 V: 4 st-' %... V ::f \ ' . 'I?'' ";v< \^--'J^;'::;:'.^--''^:-- ' ))) '- 'V;>/ _'-'V L . .-'t-...: \. . aj'./* ' y.; v. '. i[ ' '. -. -'!/ - .*-: ='` **"' ^ --|k; >ir. -: ;. y'i '- '.-.i - \`.t\ A ( 0007-SWP-000118600 0007-SWP-000118601 Vo l . IV. Th e S. W. P. Published monthly by Th e Sh e r w in -Wil l ia ms Co . in the interest* of their Agents. Printed on Th e Sk e r w ih -Wii.LIAMS Pr e s s , 31 Michigan St., Cleveland, where all communications for the Editor should be sent. JANUARY, 1902, No. 1 I A BRIGHT OUTLOOK. S WE enter upon another New Year the prospect is a very bright and encoutaging one. The times never looked more propitious. The marvelous prosperity which the country has so long enioved, not only continues, hut increases. These are golden days for the courageous, aggressive, enterprising and confident business man'. They are times oi exceptional opportunity, when intelligent effort is generously rewarded. The man who fails to recognize this misses his chance. Some lines of business are more susceptible to such general prosperity than others. The paint and varnish trade is one of them. When people have money, they paint.--paint is a visible sign ot prosperity. Therefore, in times like these, iL handsomely pays the man who handles paint to put extra effort into his work. People now have money, and to spare, and there's no better investment for the property owner than paint. You've got to make him see it, though. There are lots of people after his surplus money as well as you. It's the man who has the ability to attract trade that gets it. Now is the time to press home the paint proposition--paint is one of the most salable products I of prosperous times. There is a ready market waiting for the man who goes after it right. It's hardly necessary for me to say that The Sherwin-Williams Co. are great l believers in, and have thoroughly lived up to the sentiments herein expressed. Always aggressive, we have redoubled our efforts during these prosperous days, with the result that we have doubled ourbusiness. We hare been, and are still, believers in the good times and back up our convictions by spending large i sums of money for the development and extension of our business. It has 1 come back to us iu increased returns. Thus encouraged, we are going straight ahead, building and spending, pushing and shoving. The business is here and we're after it--after it good and hard, early and late. Every step of progress we make is a step forward for others. It means a step forward for our agents. We progress together. Our great aim, therefore, is to shape our policy in such a manner as will bring prosperity to those who work with us. In 1902 S. W. P., the agents who sell it, and the Company who make it, will push ahead farther than ever before--vve will hold and increase the lead. Tbat's what we're working for. General Manager, 0007-SWP-000118602 THE S. W. P. SOMETHING WE WANT TO KNOW AS "THE S. W. P." STARTS ITS THIRD YEAR. . rTfi this number Th e S. W. P. is entering upon its third year, and [/ toe cannot let the opportunity pass without trying to find out what you think of the magazine. We know what we. think of it and what we strive, to have it accomplish, but ifs hard to tell whether it is winning or not. It may he successful in helping you in yonr business, but we aren't sure of it. It may he worth the money it costs us~~ctnd it- easts a good deal--hut we can' ( he certain. IVe want, to find out front you, therefore, as near as possible whether Th e S. W. P. pays, and is the help to you that we feci it should he and want it to he. Do you read ddTho $. W. P/9 f What do you think of it? What would you suggest to mako it moro helpful to you? 'These questions are printed on a postal card enclosed with this number of Die. uiuga/tne. and xve are very desirous of having i-ray agent fill out the urnl and mail it fo us. The information you give us on these cards will he a great help lo The Sherwin-Williams Co., and we urge you to "do it now/' Lei ns know whether Th e S. W. P. pays you, /f it pays you to read it, it will pay us to print it. THE 1902 HAILING CIRCULAR IS GOING TO WIN. RE PARE for the 1902 spring mailing circular. It's a winner that's going to win. This year's spring mailing circular is going to be the greatest incentive to liberal paint baying on the part of those receiving it. This fact is one we want to drive home to ail S-VV. agents. In past years this circular has been a splendid "trade puller" for agents. This year it is our intention to make it eclipse all past records in this respect. The success oi the calendar idea worked into our annual spring mailing circular proved so successful last sea son that we have adopted it again for 1902. The calendar on the circular extends from painting season to paint ing season. This is one of its features deserving of special mention. If the circulars go out in April. 1902. the calendar is alive and made to do service until April, 1903. This makes it a paint calendar in the very truest sense, and one that covers all the painting seasons thoroughly. So agents, don't forget the lists. Work 'em up at every opportunity. To get a good list oi names will cost you nothing except a little lime, and when the results sure to he obtained are considered, you cannot afford to miss making them out. l.et's have the names and we'll do the rest. A good list means that your store and business is going to receive the very best kind of profitable pub licity. Apart from paint it's the kind of publicity that will aid your business generally by making it better and 0007-SWP-000118603 THE s . w . p . 3 more favorably known in your com munity. Your mime is printed on the front cover of every circular and it goes out to the trade as if com plimentary ami direct from your own establishment. In a short time tve'U be sending out the blanks for spring circular names and the agent who is best pre pared to fill it out with good names is the agent who is going to reap the most profitable results. Tt's a chance of the year for The S-W. agent to make a ten strike as far as his paint business is concerned. It's a chance and opportunity we believe all S-W. agents are going to make the most of. KOPAL IN CANADA. the brand of varnish painters, and one reason for placing if that has been so successfully the brand on the Canadian market Y\| sold in the States the last was that out agents there might have "--v two years, has been placed the benefit of this work. on the Canadian market. The details of our plan for "Win It will be pushed there with the ning the Painter with Kopal" will be same energy and persistence that has sent upon application from you, and brought it to the front so quickly in will also be carefully explained by America. The name "Kopal" has our representatives. become as ivell known as that of any Don't fail to get in line on Kopal varnish on the market. It has won this year, in Canada. The earlier an enviable reputation, in which we you start handling It the more money wish our Canadian agents to share. you'll make. It is onr intention to keep on adver Take bold of Kopal, Canadian tising and forcing the sale of Kopal agents, as you did of S. W. P. The until it becomes as well known to record you made with that has never varnish users as SAY. P. to paint users. been equalled in the history of the The varnish has great merit, and at paint business. its price cannot Ire equalled in any Kopal is as meritorious as S. W. P. respect. It is wonderful value. Kvcry pint of it used means the sale of STOCK UP. many gallons. It never fails to make Referring to our General Manager's a strong favorable impression on either article on first page of this isstte, we the practical painter or the amateur. want to suggest that our agents be T, The fact that Kopal is equally good liberal with their stock orders. for inside and outside use makes it There's going to be a heavy der specially adaptable for household use, rnand for paint this season without a but it must not be supposed for a doubt, and iL's the man with the slock moment that its sale is confined to that'll get the lion's share. the householder. It is one of the We have ourselves stocked up our best selling specialties for getting and warehouses as never before in antici holding the trade of practical painters pation of a large increase. that a dealer can have on his shelves. If you expect more business--and We are at present using some special you ought to, don't be afraid to stock and very effective methods for intro up. Increased stocks will enable you ducing Kopal more generally to the to increase sales. 0007-SWP-000118604 4 t h e S. W. P. HANDLING S. W. R FOR SHIPMENT. The System of Handling S. W. P. for Shipment at Plant No. I in Cleveland is a Model of Convenience and Rapidity. handling of 3. W. P. for Rill .shipment is one of the most i'5j important departments of i-- Plant No. i at Cleveland. Let one imagine, for an instant, the great number of packages that this department handles each day in the year; the nature of the packages, containing as they do no end of dif ferent colors and consisting of a great variety of sizes. When the work, of this department is considered in all its phases it is quite easy to under stand that if it were not governed en tirely by splendid system from be ginning to end its work could not be accomplished with speed and ac curacy. From the filling room to the storage room, car or delivery wagon, S.W.P. is carried aiong through the different stages uf labeling and packing with a rapidity that to he fully appreciated should be seen. The start in preparing S. W. P. for shipment is made from the filling room where all the packages are weighed and sealed. It is loaded on Taking S.W. P. of elevator on 4.0t floor of "A" Building. trucks and is run across yard "A" to the elevator where it is taken to the packing room on the 4th floor of the "A" building. After leaving the elevator the trucks are switched on to tracks that run S. W. P. starting from Filling Room across "A'' yard. One of the S. IV. P. Labeling Tables. i 0007-SWP-000118605 Th e S. W. P. 5 The trucks of labeled cans line either side of the aisle and down the center are the cases. On one side a gang of men pack in the cans with sawdust, and nail the covers on after checking. On the other side the cases are stenciled and made ready for shipment. Leaving the packing room, S. W. P. is shipped via small electric cars across an enclosed bridge to the shipping department in the General Switching S. W. P. around tamer. Office building. Here confusion is guarded against on every hand and to either side of the labeling tables and go to every part of the stock and packing room. These tracks form a "railway system" that greatly facili tates the handling of the goods and avoids all possible confusion in the room. As the trucks reach the labeling tables the packages are handled with such an extent is everything system atized that a wrongly addressed pack age or a mistake in sending out goods is a rarity. The haulage to the dif ferent depots from this department is immense and continuous. The floors are built on a level with the wagons, thus enabling them to be loaded very quickly and easily. great rapidity, the labeled cans sent Tn carload lots, too, S.W.P. is sent along another track, switched around the corner and down the aisle to the packers. This aisle is one oi the bus iest places in the factory. During the seasons oi our heavy shipping it fairly swarms with the pack ers, checkers and stcncilers; yet the work is carried on with perfect order liness and with out the least confusion. A gang of packers at work packing S. IV, P. into casts. 0007-SWP-000118606 Th e s . W. p . out to targe customers, branch houses anti distributing centers, the cars be ing loaded on a railway switch that taps the lower floor of the shipping department. Here it is possible to load three cars at a time with the greatest dispatch. In connection with the packing and shipping of S.VVtP. there are a num- S. IV P. coagsu dettverv. S. IF. P. across lie briJge /,, ih.ppivg room. her of interesting features which may be appropriately mentioned here. We make all our own tin packages and all our own packing ca3es. The tin can department occupies two large floors in the Cleveland Plant and is equipped to turn out 4,000,000 pack ages a year. The box department has a capacity of over a million cases a year and requires a great quantity of lumber in the course of a year. This lumber is brought down the lakes from Duluth to Cleveland by a steamship owned by the Company and bought especially for this purpose. The steamer is registered as :iAi" in the Inland IJoyds and is a large modern boat. On her last trip down she carried over [,000,000 feet of lumber. In the packing department a large quantity of sawdust is used in packing S. W. P. solidly in cases. The saw dust is brought to bins on the 4th floor in the most modern and convenient manner possible. It is delivered by an automatic electric conveyor which carries it up from a hopper on the first Hoor where it is unloaded from the wagons. TheSherwin-Williams cartage horses and waguns would easily attract atten tion wherever seen. The wagons are of standard color and are ibe same not only in Cleveland, but wherever S. IV. P. car tlcihirt. I I 0007-SWP-000118607 Th e S. W, P. 7 in service throughout the <'ompan y 's many branch es. The horses arc splendid specimens of the heavy draughts, and show splendid condition at all times. A pair of them found no trouble in winning first prize at the horse show held in Cleve land not long ago. The whole A. *V. F. in tiif aivnt's starp. system of handling S. W. P. lor ship other numerous effective methods we ment is as perfect as we know how follow up the good start we give it. to make it. It's a system that is at But we do not rest here. We do not all times invaluable to us in filling consider onr work through until S.W. P. orders promptly and satisfactorily. passes through the agent's store and S. W. P. starts on its journey in the reaches its final goal--that of a place right way. By libera] advertising and on the consumer's house. I U*~-' 0007-SWP-000118608 S. W. P. ADVERTISERS. Wtiat the Agents Are Doing in the Way of Special Advertising. riHTS page we devote to S. W. P. advertising of the S. \V. P. agents , J in newspapers and by other methods. All that is required to make n it one of tie brightest and most profitable pages in Th e S.W.P. is $* for the agents to keep ns well supplied with samples or descriptions of anything special they are doing in the way of advertising. Samples of ad vertising that come from all quarters of the continent certainly provide a splendid exchange of S.W.P. advertising ideas. We can't have too many oi them on this page. Such ideas will benelit all of us. Agents, put the editor of Th e S. W. P. on your mailing lists for samples and descriptions of your advertising. Good Phrases Used by Agents In Sherwtn Williams advertisement selected S. W. P. Ads. from our book ot electrotypes. By The San Diego Paint Co., Sin Diego, Cal. Machinery has taken the place of hand mix ing and now all the good paints are prepared ready for use, from pure lead, sine and oil. The Sherwin- Williams Paint is the fast of the good paints. By Van Cise & Co., Mount Pleasant, Iowa. Your old buggy can be made to lock like this yeads purchase if it is given a coat of The Shtnvtn- Williams Buggy Paint. By Smith Brothers, Shipshewana, Ittd. Don't be fooled into buying a cheap paint. The Sherwin- Williams Paint cavers most, looks best, wears longest and is byfar the most satisfactorypaint made. By W. F. Warning & Co., Blanchester, 0. We refer you to Dr. F. M. Baldwin, whose house was painted ten years ago ivith The Sherwin- Williams Paintsf and to Mr. f. II. Starkey, whose house was painted seven years ago. Neither of these buildings have been repainted. By Crowd Sc Fosuot, Alliance, 0. Call and see us} and let's talk over paincJot your house. A. Rittigstcin & Co., Oakland, Cal., ate handing out to their trade these days a fancy carpenter's lead pencil. One side of (he pencil carries the following inscription in gold letters: "Use only The SherwinWilliams Paints. '* Rittigsrein & Co. are thorough S-W. agents. Green's Pharmacy, Colfax, III., and Chas. C. Ten Broeck, Kingston, N. Y., were two SW. agencies that scored a point in their localities on the fact that the successful cup defender `Columbia" was painted with S. \V l\ Both had good leaders printed in the local papers of their respective towns mentioning the fact and at the same time working in some good S.W.P. talk. It was S.W.P. publicity chat could not fail but make a hit and we congratulate Messrs. Green, and Ten Broeck for their clever way in which they made the most of the "Columbia5J in cident. E. E. Kline, Osborne, Ohio, advertises $. W. P. very cleverly on the front of his business envelopes. The ads he uses for this purpose lire selected fromourbook of electro types. By \V, C. Lewis, Globe Village, Mass. Our faith in The Sherwin-Williams Paint grows stronger every day. Once used, you would use nu other. The Co-operative Supply Co., Toledo, 0., recently issued a large eight-page circular ad vertising the different lines they carry. The back page of the circular carried a good Received from Stephens & Hill, agents at Oaeonta, N. V., a photograph of a very good S.W.P. window display. The photograph is not clear enough to reproduce in the pages of TH S. W. P,f a fact we regret very much, ll is une of the best dressed S.W.P. windows we have seen in some time sand it ably dem onstrates that our agents at Oneonta know well the possibility of the window for ad vertising purposes. i 0007-SWP-000118609 THE S. W. P. 9 A NEW YEAR RESOLUTION. HIS is the time erf year for making resolutions. We have one to propose to S. W. P. agents. Resolve, that for the year to come you will let the lead and oil business take care of itself and put all your strength and energy into pushing the sale of S. VV. P. That resolution carried out, means money to you. If you've any doubt whatever about the fact, ask yourself the following questions: How can lead and oil help me win business? Can it give me any advantage over my competitors? Can it pay me a good money profit? to the dealer. They are what make the paint business profitable. .Did you ever stop to think how the paint business has grown and im proved in the last ten years? It is on an entirely different footing than it used to be. Thousands of stores that never thought of handling paint are now devoting a great deal of their valuable time and space to it. Stores that used to keep it in the background now have it way up in front. In the hardware business alone paint has made wonderful strides. What has been the cause of all this change? Certainly not any increased profit or advantage in the sale of lead and oil. Can I build a reputation on it? Can I display any individuality in selling it? Can it supply me with unique and effective advertising material? Can I hold old trade with it when they can buy it from any dealer in town ? Can it advertise itself so that old trade will bring new trade to me? Can the sale of it help my trade in other lines? Can I give my customers the best value for their money if I allow them to buy lead and oil? Will it cover as much surface dol lar foT dollar, will it wear as long, will it look as well as S. IV. P. ? Answer these questions consci entiously and your answer to each one will be an emphatic, "No!" Ask Lhem concerning S. W. P. and the answer is just as emphatically, "Yes!" The paint quality anti selling meth ods that are in S. IV. P. produce the results that mean progress and success There has been an increased con sumption due to the advertising of prepared paint makers. There has been increased convenience of selling, with the introduction of paint ready for use in sealed packages. There has been increased profit to the dealer who handles prepared paint. These points are. sufficient to show why the business of paint has im proved, and why it has kept pace with the advance in other lines. Tf lead and oil had continued to monop olize the trade as it did in the old days the business would still be on its old footing. Dealers who are still tied to lead and oil are just where they were ten years ago. They're back numbers. The men who have taken advantage of S. VV. P. and good prepared paint arc the leaders and always will be. Resolve, therefore, to put all your effon into S. VV. P. and to discourage the lead and oil end of your paint business. It will mean more and better business for you. IO Th e s . W. P. * An 6. IV. R. House. Residence of IV. G. Smystr, Sterling, Kan. Body, 4.61: Trimmers, 375 and 462 ; Shingles and Gabies, 354 : Roof, 367. Entire interior walls and ceilings finished with The S- IV. Special Interior Colors. FAITH IN AN ARTICLE GOES A LONG WAY. OW often wc hear people say: ``Well. I always buy the----------------- goods- It's the kind I can rely on and know from experience Lu be right, ft's sold everywhere and when I buy it I know I am getting the best, and am taking no chances." It's no new thing to hear popular goods spoken of in this way. It's going on all the time. When the manufacturer gets his products so well established that they become a house hold word he has succeeded in giving the hulk of the people something of merit; something that they can place faith in. It has always been the aim of The Sherwin-Williams Company to make only goods of the highest quality--- goods of a kind that the people could learn to place faith in. Today the large and wide sale of our products leads us to believe that in no small measure we have succeeded in mak ing. as far as paint is concerned, the name Sherwin-Williams a household word; a name that stands for good and genuine paint value. Paint differs considerably from most staple articles, and for this reason not many consumers can consider them selves good judges of paint and var nishes. The buying of these pro- 0007-SWP-000118611 Th e S. W. P. ii ducts must needs be upon faith ; upon the reputation of the goods. The S-W. Company products do all that is claimed for them. This fact has gone abroad. Wherever their products are known they are not questioned or doubted as far as their good qualities are concerned. The people have faith in them and know them to be right. Goods of the right quality will win the faith of the people every time. And goods in which the people repose faith arc well backed up and are gen erally the best. DRIVING S.W.P. THROUGH THE COUNTRV. On October 16th and 17th, last, there were some big S.W.P. "doings" in Haverhill, Mass., and the country and villages lying in its vicinity. On these dates the S. W, P. agent at Haverhill, Mr. J. H. Sayward, did some very energetic work lor S.W.P. out in the open, or as he termed the affair, "on a little drive through the country." Mounted on a handsome four-horse drag and accompanied by assistants, Mr. Say ward spent l;vo days on the road taking in all the country lying within his territory. The drag and horses were attractively decorated with SherwinWilliams advertising as shown by the photograph reproduced, on this page. During the trip Mr. Sayward did not fail to distribute a good amount of S. VV. P. advertising. Mr. Sayward believes in doing nothing by halves. During this drive his store windows at Haverhill were dressed for the occasion with the full S. W, P. line and were made to do splendid service. But the windows were not all. Mr. Sayward devised another bright feature in honor of his outing. It happened in the evening at the Haverhill opera house where a company playing "Sag Harbor" in troduced pails of S. W. P. during one of the scenes that called for a little painting. Mr. Sayward is a most enthusiastic S. VV. P. man, and on several oc casions before, bis enterprising meth ods for pushing S.W.P. have received favorable mention in these columns. On this, his latest novel effort in in troducing S. W. P. to the public, we wish to extend to him our congratula tions. As an S.W.P. advertiser he certainly knows his business for we know of no better way to push S. W, P. than, that of taking it out in Thefour-in-kand used by J. H. Sayward of Haverhill, Mass., for distributing advertising in his locality. 0007-SWP-000118612 12 Th e s . W. P. the open and driving it through the country so that all can learn of its good qualities. Mr. Sayward has only been selling S. W. P. for two years but he is one of our most successful agents. During his first year he sold over j 200 gal lons; the second year he sold 2500 gallons and for 1902 he is working on plans for a sale of 5000 gallons. He orders his stock by the car load. Mr. Sayward illustrates very forcibly that where there's a will and S. W. P. there's a way. As far as pushing the sale of S. W. P. goes, Mr, Sayward seems to know all about it. A CREDIT NOTE. The question of giving credit is a problem in business that calls for the very best of judgment on the part of the dealer. In refusing to hand over goods to those who have a reputation for pool pay or slow pay, the dealer in the majority of cases is not making much of a mistake. Of course, it must be admitted, that there are plenty of people who would rather "pay for a dead horse than a live one," as the saying goes, and they must be given some consideration. But as a rule it is safe to say that credit sales have been limited to the minimum by the dealers who have become most suc cessful. A merchant should be quick to read customers. No two people are alike. Nearly all can be turned into purchasers if the right methods are pursued. The past and future are forgotten in the conflict of the present. The past we are done with, the future we know nothing about; all we have is the present. "Do It Now." SOME "DON'TS" FOR CLERKS. Don't forget that lying can only sell goods once. Don't forget that S. W. P. is the best paint in the world. Don't fail lo learn all you cau about the goods you are trying to sell. Don't let your idle moments go wasted. Study goods and methods. Don't forget that it is a good thing to induce your friends to give you their trade. Don't burn the candle at both ends. From every view point it's a bad thing to do. Don't forget that it is better to have disagreeable work than to have nothing to do. Don't forget that you have to make money for your employer if you want your salary raised. Don't let anything that comes up in business conquer you. Work it out if it takes all night. Don't forget that the cheerful and pleasant mannered clerk soon be comes the most popular. Dont fail to remember the old and good maxim: "Work while you work and play while you play." Don't depend too much on the "boss" to help you. Think up all you can that may help the business on your own account. Don't go about your work in a lackadaisical any-old-time-will-do way. Do your best to give each customer active and correct service. Don't lose sight of the fact that a bright, intelligent clerk who does his work well is doing about as useful work in this world as anyone else. Hold up your head. Don't forget that hard work has seldom harmed anyone very serious ly. It's worrying, foolish and mis directed effort that causes all the harm in most cases. 0007-SWP-000118613 Hardware. THE & W. P. WINDOW CARD SUGGESTIONS. Drugs. 13 hal t : And look at our Halter Straps for tieing up stock. A great line to show you. ARE YOU ALIVE to your own interests ? Then, get rid of that cough. We've got something to cure it. Hardware. STAND UP STRAIGHT Have a pair of our Ice Clips on your shoes mid you'll have no trouble. Ihey're all wearing 'em. Drugs. LEFT OVER A few holiday sundries in Toilet Goods. You may find a few things that you need. The goodsaremarked 'way down. Drugs. GO SLOW When it comes to having your presciiptions filled. This tie* partment of the dmg business calls for great accuracy and we're accurate. Wall Paper. TO KALI. IN LOVE with our superb line of Wall Papers. This is something most ladies do when they see it. A variety of patterns sure to please. General Store BEHIND THE BARS Of all the Soap we handle there's correct manufacture. Try us for soaps. A trial order will convince you of it's splendid value. Wall Paper. THE HOME appreciated as it ought to he. We've got Wall Papers that will beautify and improve any home. All the correct and newest patterns. Hardware BACK TO THE TALL TIMBERS But before vou go vou'll need a good AX or AX-HANDLE. We ran supply you with the best makes. General Store. TOUGH LUCK Our holiday goods were delayed enroute. This is tough luck for us, but you get the benefit in greatly reduced prices. Don't miss this chance. 0007-SWP-000118614 14 THE S. W. P. THE PAINTER AS A SPECIALIST. ll!S is the age of speciali zation. It's the age when a man aims to do one thing and do it well. Tt isn't the age ol the "Jack-of-allttades." The man who gets to the front to day, and stays there, is the man who masters one trade, one profession, one art, or one science, and perfects himself in it. The man who "dabbles" in a num ber of things stays behind. Every branch of human industry has its specialists--men who devote all their time to doing one thing. It's the division of labor principle that has gradually spread all along the line, until now there is not a position, a job, or a single place of any kind where the human hand and mind are employed, but that there is a demand for a specialist to fill that place. It is the natural development of civilization and progress, and il's necessary for every man to train him self to meet these demands, or he can't "keep up with the procession." It's simply a question of devoting your time to one particular thing, of getting as much out of each day, for that one purpose, as you possibly can, and of leaving everything else to the men who are specialists in the other things. The tailor who used to weave his own cloth, cut it and .make the gar ments has been superseded by a number of specialists: the woolen manufacturer (and in the factory there are hundreds of specialists who attend to only one branch of the cloth mak ing) : the cutter,'who does nothing but cut the suits to pattern; the coat maker; the vest maker and the trous ers makeT. And each of these gets more work out of a day, does better work and makes more money than the old-time, all 'round tailor. This same idea should be, and to a great extent has been, carried into the paint business. This is the wrong age for one man to be both paint maker and painter. The two fields of labor are as dis tinct and separate as those of the cloth maker and die tailor. The man who makes paint should do nothing else. If he means to make good paint, make it as good as it can be made, he'll have no time for anything else. It is a business by itself and requires skill and ability that come only through close applica tion to that one thing--thorough spe cialization . The great paint manufacturers of today are specialists, with hundreds of specialists in their employ--each man doing one thing ail the year 'round and becoming so proficient in it that the work he turns out is the best work that can be done. The manufacturers would not think of having a man work at the paint mills part of a day and at the varnish kettle the rest of the day; they7 give each man his work and keep him at it. The painter should be a specialist. He should do nothing but paint. All the time he spends at other things is robbing him of some of his ability and usefulness as a painter. Painting is a business by itself, and it would be just as unreasonable for the paint manufacturer to go to paint ing as it is for the painter to do his own manufacturing. The best paints that can be used today are prepared paints, made by 0007-SWP-000118615 Th e S. W. P. x5 specialists, and made to be used by specialists. Every day sees more painters who are giving up the making of paint and attending strictly to the business of applying it. It means better paint, better painting and more money ior the painter. The painter's client pays him for putting on the paint and every minute spent in breaking up lead, in mixing it with oil, and matching color is wasted and done without any com pensation. To be the best specialist in painting, the painter should choose the best goods prepared tor him by the paint making specialists--and these goods he can find, every time, in the pro ducts ot The Sherwin-Williams Co., who have devoted a lifetime to mak ing nothing but good paint. ONE VIEW OF THE COST OF ADVERTISING. II HE expenditure for adver always be had from jinlh'ious adver t tising--that is, the money tising. \ going out of the establish Today there is no hope for the ment for this purpose, cuts retailer who allows himself to get into but a small figure if it will open a rut and conducts his business in the way for a larger business." said a such a way that he is cocksure that successful retailer in a Mew York there is no kind ot advertising that town, speaking recently on the ques can help it. Under modern business tion of retail store advertising. conditions his prospects for making any kind of a success arc almost nil. It strikes us that this retailer's ideas Clever window displays, newspa on looking at the expenditure ot per advertising, personal letters, cir money lor advertising purposes are culars, booklets, and out-door display about correct. There must be a ven advertising embrace the more pop ture in advertising if anything is to be ular methods of advertising. It is for won. The enterprising business man the retailer to closely examine his knows this and in proportion to the situation and pick out what he thinks size of his business he is continually will help him and give him the most following up some sort ot an adver for his money. tising campaign. 1 Ie knows, from If he would remain in business experience as a rule, good returns can today he must advertise in some way. t,, 4 0007-SWP-000118616 i6 t h e s. w. p: PLAIN FACTS. Resolve slowly and act quickly. S. W. P. stands for intelligent paint service. Progress never digs one hole to fill up another. Hot water never made a lien lay boiled eggs. 'Tis but a short step between folly and villainy. S. W. P. is popular paint sold by popular dealers. Destiny is not a matter of accident, a wish bone or a rabbit's foot. The S-W. Company anticipates the paint needs of the public. Success comes when the man and the opportunity are coincident. Big men can do hard work--ele phants do not stagger under heavy loads. A deference to the hobbies of cus tomers wifi bring results when other methods fail. A reputation is only lasting when it This certainly is a happy new year is based on merit. to us--S. W. P. leads where others cannot follow. An unfilled promise is as bad as a downright untruth. Choose your paint maker before you choose your paints. Courteous treatment in business matters goes a long way. The man who toasts his toes at the corneT store seldom cuts the cordwood or the coupons. The care we exercise in our varnish department is bringing forth good results. The sale of The S-W. Var nishes is rapidly on the increase. A hunter who is stingy with his shot gets but little venison. It pays to sell only goods that hold real value for the consumer. The right way to start the new year is by deciding to carry the full line of The S-W. Paints and Varnishes. What t:the full line" has done for others it can do for you. WHEN VOU HAVE READ THES.W.P. HAND IT OVER TO YOUR ASSISTANTS. IT IS FULLOFSUGCESTIONS AND ENTHUSIASM THAT CANNOT FAIL TO HELP EVERY ONE CONNECTED IN ANY WAY WITH AN S.W.P. AGENCY. -DO IT NOW." 0007-SWP-000118617 0007-SWP-000118618