Document DvLpMbYxqgpgZmZ05Ee6QbJB4

LIA16331 LEAD INDUSTRIES ASSOCIATION **o utjantrrott a v t n u c WW TOM IT, M. T. i BOOS* PHOTS* tt John X, VaoQregor, President l John X. MacGregor Lead Conpacy Chicago, Illinois r The etory of white load la sad and X fill, therefore, ha brief. In 1929 tha dollar sales of paint to trad* tales, that la to stores, was . i la round figures 150 rilllon and white load sals* vara 136,000 tons far that jrsir. In 195a rdnt trade talas vara 617 adlllca and shits land sains vara 23,OCX) tens, if Tihlta Laad usage during this psrlod had kept paoe with other paint salsa there would have boon 5LL,000 tons used in 1951. Of course lead supply accounts for pert of this shortage, but with tnple supply 15,200 tens sight have loan us ad, This loss Is dus to ; changes in paint foraulatloo. A port whlto lead paint will coat tbs producer about L3.75 per gallon, while tht cverago paint now being produced will ooet fro* fl,7S to ^1.85 per gallon* ? > X faw years ago thasa newer pair.ta would not hare boon regarded Oai good paints, bcoauae they rtpidly wash awuy. These paints that wash sway are aavtrtisod as self cleaning enl, under curtain conditions, look whiter than pure white lend paint, Thqr are not paints that last long, j- nor under all conditions do they look better than pure Siite lead paint. t It depends upon the place of closure which paint will look bast. In - factory rollons rtilte lead paint tfcleh does net wash off will hold tbe ; dirt just as a window does, tut in districts not filled with soot and nooks it readna clear, and white, p Tmacndoua advertising enphasiziiyr whiteness only and cudttlng reference to wearing quality has lad hone owners to believe thasa near paints have the long life of load paints and in addition rmala whiter. This is not true. In fact the paint slogan 'Sara the Surfaoe and you Sava All* *ioh suggests protection is seldoa heard now. ? ! L y Xhe ecapetltloB against whits lead has baon fierce and eftoa unethical. Stress has boon placed on eSiltcnass, but nothing said about short aerrloe. Ho one disputes tha states ont that whits laad waars longer than other white paints. Our Federal Gcveimo&t uses purs whit* laad paints in largo voluaa. They spader that it ahould ba used where frequent painting la not oootanplatert. Recently aiy paint fonaulatora are finding that they met uaa whits laad in tlmir prinor coats. It nay be that this is tha start of a return to our products* ePraeentod at the 2kth Annual Vesting, laad Industries Association April 18-19, 1952, Chicago, Illinois, * ,,wmm  umiipmiuiiwwyiiiw.wu.ian. (..i-WPWifP1 iipu^^ysap LI A16332 jo f i Johns, HacOrofor----------------------- i------------------- 1 discussiai on various causes of this loM of pleoe In palntli^ would b out of pine* hero, however, I believe you will he Interna tod in sens photogi-eph* taken over a period of year*. They show that quality was not a factor in tonnago losses. It ltd to tm that price was the sole consideration and present edvortisinj seeks to aiake an ahranta-r out of a fault. Our Load Industry edvortisir^ of wtlto load alrar.tacea will undoubtedly help the treed to better fozMfc* laLion and the increased use of white lead.