Document Em6jyZOa8JzNZoqnDonaarEzN

N23687 Th e S. W. P. VoL. VI. JOLY. 1904. He. 7 LEADERSHIP. IVERY man like* to win--at something. Is it not ao? 1 I L T Th* lve of victory is in every man's heart, and the greatest I game in all the world ia the game of socceaa. Men's ideas of suc cess may differ, bat I believe every man dearies it, and at it in some form or other. Winning sacceaa is a serious matter. It cannot be ac complished in an easy or offhand manner. Make op you mind to that at the start. If strictly and painfully true--there's no royal road to the goal. It's a hard pull up hill, over a rocky if straight road yff die way. Yon can't make it without climbing, nor without bruise*. When yon reach the top yon may ride in yonr carriage or antomobile, bat you'll have no time or nae for these on the way up. In the heat of the batde and in the stress of the straggle yoa most go unaided and alone. It's the only way and the best way. Success would possess no charm apart bom the struggle. It's in winning oat, in over coming, in conquering, that the victor finds his joy. Leadership ia sought because It means success. Success is striven for because it means development and growth. Every man should strive to be a leader in his Hne. He ought to be a leader sooner or later in something. He will be if he makes the most of him self. Every man has it in him, but alas, only a few get it oat. What's the reason? They quit too easily. They axe unwilling to make the sacrifice of ease and comfort and pleasure. The cost is too great. They weaken at the price, and are content to take something easier and cheaper. And thus do they follow with the crowd in the rear, instead of marching at the front where the leaders point the way. This concern of onrs and the S.W.P. agent* connected with it are leader*; and we are snch because we have striven with all onr might for the place. Wc can keep it only by deaervlng It. If we weaken for a moment we shall slip back. Let ua remember this, and let it be the steadfast aim of each man in our separata organizations, to be a leader in hia line. Virt Pm. and Gut'l J/gr. t 0007-SWP-000118941 93 nr 9. w. f . THE COMING PALL CAMPAIGN. HB great neeeai that at explain what they are now but we ate tended onr efforts to make ure that they will meet with your full n the lait two fall leaaona bet est approval when placed before you. ter and more profitable to We suggest that you make the S. W. F. agents and to onnelrmetohntuh of July a month of preparation decided ni to make the fall campfaoigr nthae tall work. Early in August .permanent feature of onr advewrteisisnhga, ll aak you for names of all the and to put greater energy and pinrgoepne rty owner* who put off painting uity into the work. tUi spring and who might be induced We ahall open this year's cam to paint this fall; also the name* of paign with a fall outline of our plana those whose property ought to be in the August issue of Th e S. W. P. painted. It is a little early to give them in do- We ahall want particularly the tail now, but we may say that they names of the kouintrmi In your ter will be more forceful, and we believe ritory for a special advertising pur much mote productive, than those of pose which will be explained to you past years. by our representative on hi* next caiL In a general way it is our intention Wa suggest that you begin to com to go after all clames of trade, point pile this list now. Be careful to have ing out the obvious advantages of the It include the name of every kautntift fall as a painting season, driving home In your territory--one name only for the arguments of freedom from gnats each home. Avoid duplication as and flies and the settled condition of much as possible. the weather that we have been ad It will be well for you not to delay vancing for the past two fall seasons in this preparatory work. Do what with so much success. you can to have all your lilts ready There are some special feature* by August i. Your clerks can be which will add zest and give a new employed profitably at the work dur turn to the campaign. VVe cannot ing this month. SHREWDNESS AND HONESTY. An honest merchant made aa strong a statement about hi* itock a* the good* would warrant. What he laid waa true. A ahrewd competitor always went him one better. What he said was not true. The honest merchant lost some sale*, but saved his reputation. The ahrewd competitor fooled a number of people, but loit their friend ship. In the end the honest merchant had the bulk of the business. In the end the ahrewd fellow had nothing but experience. Moral--Shrewdness is not a desira ble quality In dealing with cnatomers. --Sunken Merchant. "All tilings come to him who waits-- if he is waiting for returns from wellplaced advertising." "Doom are seldom sbnt in cheerful faces; as a rule a smile is the `open sesame'." "Overlooking an opportunity la different from looking It over." "The lazy man always extends a welcome to the hot weather microbe." 0007-SWP-000118942 Tu b S. W. r. 99 HOT WEATHER ADVERTISING. ROBABLY nine merchants 1 out of ten are now consid ering cutting down, if not entirely "cutting out," ad vertising during the hot season. Judging from past years a large majority of the nine will conclude that "there's no use advertising during July and August, folks don't do any tradiog then, anyway." They'll stop advertising--and folks -won't do much trading at their stores. The tenth man--the few who keep up their advertising, who realize that when trade is dull is the time to do better advertising--will have a good steady summer trade. The hardware merchant or the druggist who doesn't believe July and August trade is worth considering is fooling himself. And surely the last place to re trench because business is quiet, is in the advertising. Does a fisherman, because the fish are biting slowly, use poorer bait? Then is the very time he gives most attention to his bait-- gets the moat tempting kind--keeps it fresh. Most of us can learn one lesson from the fisherman without goiog fishing. Why should a merchant advertise-- go after business--during the quiet days of summer? The answer is the one to the ques tion, "Why is he in business?" If he is in business to make money, to build up and develop to the fullest extent the enterprise he is identified with, he must do all he can to sell goods. He U not doing all he can-- he is neglecting a business opportun ity--unless he is advertisingjudit'iously for summer trade. There is a summer trade. Mot the brisk trade oi spring or Christmas,but a reliable steady one. All the people don't go to the seaside, the lakes or the mountains. The business world revolves despite the dog days. The world demands the necessities and the luxuries of life, which include a long list of the goods in stock in hard ware, drug, and general stores. Pick out the summer specialties in your stock--put special effort into their sale. Advertising will make the dull days busy ones and the quiet season profitable. An S-W. Hotel. -Bell-one Stratford Hotel. Philadelphia, Pa. Bath and feilei rmeme finished -with The S-tP. Snvut fPbiu Enamel. Over thirty barrets used. a- 0007-SWP-000118943 zoo Th e S. W. p. SUMMER PAINT SPECIALTIES. E seasonable in your idling ' methods---it's one of tbe secrets of success in retail business. Study yourstock and push at tbe proper time the lines adaptable to me for that time. Tbe following items ofThe SherwinWilliams Full Line of Profit Paying Paint Specialties are sea sonable ones to push now: Screen .Enamel: For screen doors and windows. Made in black and green, and put up in half pints, pints, and quarts. Bicycle Enamel (air drying): Now that the bicycle manufacturers are making such a strong effort to revive bicycling, much good work can be , done SCREEN | by the I agent ENAMEL 1 - who ; pusb- | esThe ! S-W. ' Bicy- c1e ; En Sn<en Euanel Display Cord. amel for renewing old wheels that have been laid aside. Bicycle Enamel works wonders on old wheels and it's easy to apply. The convenient quar ter pint penny-lever cans in which it is put up makes it an easy article to sell. Manufactured in r r good shades. Blackboard Slating: For blackboards in school rooms, etc. This is a good time of the yearto push Blackboard Slating. Most schools are cleaned and re painted, and the black boards refin ished during the vacation period. This field is a good outlet also for such lines as Enamcloid, Special Inte- Porch Floor Onpl.y Cofti. rior Colors, Floor Finishes, Alummum Faint, S. W. P., etc. We suggest that you go after the trus tees on these lines, and send us their names -- we'll help you. Porch Floor Paint: Buggr Poim. At this time of the year many porch floors and steps that were not repaintedearlier in the season begin to look shabby. Areminder in the way of a few newspaper ads on Porch Floor Faint will stimulate your sales on the line. Baser Punt Dimliv Cud. 0007-SWP-000118944 THt i. V. A 101 Buggy Paint: A good specialty to push now lor porch and lawn furni ture ; also for refinishing buggies, etc. Its ability to resist severe outside ex posure makes it a splendid paint for the purpose. Have you these specialties in stock? If you have, put special effort into their advertising. If yon require any advertising features, newspaper elec trotypes, special helps, write us to day. If you are not carrying these season able paint lines, send for prices and advertising plans. It will pay you well. GOOD WORDS FROM THE ROAD. Finds S.W.P. the Better Paint and Tells About It. The following interesting statement appeared in a recent issue of the Mayvilie Tribune, published in Mayville, N. D., under the heading "A Correction": could not meet competition on ac count of the price, with lower priced and cheaper goods, but I am being convinced that they are the most eco nomical, everything considered, even if they do sell at a higher price. The painters here appreciate your goods I noticnl in the last issue of the Goose River Parmer a list of names of patties sup posed to be using the ---------- paint, for sale by----------. Among others appears ray name. Now, I wish to say a word or two about the matter and state the facts as they really are. I bought the paint and took it home, and when 1 had one side of my house painted I saw it was not as represented and so returned all but the tnmmer.and bought The Shcrwin-Williama Paint of Hanson It Hanson for the body of the house, and I find this to be a far sup erior paint as it covers mote surface and does better work io every respect. In fact, it took more of the--------- paint to cover the trimmings than of The Sherwin-Wil liams Paint to cover the body of the house. I wish to make this statement as I do not approve of anyone using my name to adver tise goods that are not as represented. NIU Mel as s . and recommend them wherever they have an opportunity." Kopal Proves "Good". John Gutschlag, painter and dec orator of Avoca, la., makes the fol lowing report on Kopal varnish in comparison with------- varnish; "After having used------- varnish on a portion of a very handsome house I decided to try Kopal, and in easy work ing, drying, and elegance of finish, Kopal was much superior. Also after a lapse of four months,-------vamish had checked and come off where there was any wear, while Kopal in similar places was in perfect condi tion, retaining its good lustre." Fence Signs Bring In Orders. S.W.P. Agent lands Big Order. . Donohoo, Splinter & Co., S. W. P. Mr. H.'R. Koffel, S.W. P. agent at agents, Cuba City, Wis., put out some Knox, Ind., when sending in an order of our fence signs this spring in the recently to the Chicago office, wrote country adjacent to their place of bus as follows: ' iness. They state that the first week "These goods are for a targe sum the signs were out, a farmer came in, mer hotel at Bass Lake, and is per ordered a quantity of S. W. P., stat haps the largest single job of outride ing that he saw it advertised near his paint that will be sold in this vicinity this season. "I was quite skeptical of S-W. pro ducts at rite start, thinking that I farm and thought he would try it. These agents believe that they would not have sold this job but for the fence signs. 0007-SWP-000118945 loa THE 4. m. P. DANGERS OF WHITE LEAD. From Consular Reports. ERMAN papers state that the lead to paints and all colon contain B French Government is at ing it, declaring them to be poisonous present considering the in a large degree, both for the work question of the use of white men and for the inhabitants of a house lead and other lead mixtures forppuanintet d with lead colors. He recom ing houses. A committee omf enthdes the use of zinc white instead, Chamber of Deputies has been ap which, for surfaces exposed to the sea pointed to investigate the matter, and air, is also much more practical. He Mr. Breton, one of the experts, has expresses the opinion that the abso been authorised to publish the results lute disuse of white lead has become of this investigation in pamphlet an imperative necessity.--Rickard form. Guenther, Consul- General,Frankfort, He condemns the addition of white Germany, February 34, 1904. WASTE IN BUSINESS. TACTFUL business man exercises discreet economy in the conduct of Ms com mercial affairs. It matters not how large or extensive his inter ests, or how liberal or even extrava gant his tendencies at home or in social life, he does not permit willful waste of anything in his store, manu factory, or counting room, no matter how insignificant that waste may be. If he be a thorough disciplinarian, he borders on what may be termed by some as small or unreasonably mean. Such a man it not usually illiberal in providing all requirements for a prop er conduct of his affairs, nor is he disposed to underpay his help. What he wants and rightfully demands, is that those who ate paid to advance and protect his interests shall not be too extravagant in the uae of what be longs to him and not to them. Be cause of this economic characteristic, and for the reason that for every dol lar he expends he wishes full value, not only in direct returns but in the use thereof, he is generally successful. Too often we find a clerk or em ployee who recklessly usea expensive office stationery for memoranda; who never regards cord or twine once used as useful a second time; who feels that no matter how short the distance, car fare amounts to naught; who throws pins, paper fasteners and rub ber bands into the waste basket with discaided papers, and who, in short, does not realize that a "penny saved is two-pence earned." These acts of indifference, each in itself, are of no moment, but in the aggregate they figure up a tangible sum, if not a luge amount. It is not so much the money involved that should be con sidered, as the reckless disregard of the employer's welfare. The man or woman who would criticise an employer for exacting economy on the tinea set forth would he as much justified in regarding as proper or prudent the reckless throw ing away--not expending--of nicklea or dimes by our prominent capitalists, contending that the small currency is too insignificant to carry about the person.-- Wall Street Summary, i 0007-SWP-000118946 Th e S. W. P. i3 W. 2* Houses in Lanark, HI. A few */ tie iniUimgr in an Jllmie ttvm lint Ur. J. L. Hiilaek, S. W. P, agent, bat succeeded in having painted viltb S. IT. P. i 0007-SWP-000118947 104 rue *, r p. SOME BUILDINGS PAIN St. dlphonsnr School. Brooklyn. K. Y. Melalaslic used on iron work. Swift fit Co.'s Cold Storngt Plant, Now Tort City. Mitalostie used on iron work. Finished throughout with Snow Whitt Enamel. N these pages are shown a goodly array of buildings on which Sherwin-Williams Metalastic has been used. They are command ing structures, every one of them. They are a convincing argument for the reliability and worthiness of the product. We have other pictures of other build ings on which Metalastic was used in o u t files, dozens of them--they make a firstclass showing. Metalastic is finding an ex tensive market throughout Canada and the United States, Metalastic has proved "a perfect paint for protecting metal surfaces". It has won in competitive tests with the other similar products on the market and has given busi ness-holding satisfaction in actual service. The following extract from an Architectural and Engineering Department report is typ ical of the advices received: "Called to see how Metalastic used here was standing. It was used in the big filter tanks where the cold lake water Is filtered, and the tanks are located in a very hot en gine room and are constantly covered with condensation. The management had been using --... -- paint and could not keep the Liverpool and London and Chirr Inter- once BnilJtttg, Montreal, gyr. Mtialnjtic used on iron work. Dry CooJr Store, Simpson, Crawford fit Simpson, Keon York City, \ltt- nlastic used on iron work. i 0007-SWP-000118948 THE S. W. P. 105 ED WITH METALASTIC. tanka from mating. The mat was cleaned off and two coata of Metalastic applied and there ia no sign of mat or of any break in the surface whatever, and it haa stood much longer now than ---------- paint. The en gineer states that he will never use anything on iron hereafter bnt Meta]astic." Are you selling Metalaatic? If there is any structural iron work, any bridge building in yonr territory, thete ia a profitable market for this metal-preserva tive paint. It ia one of the "big-selling" paint specialties of today. The large rail roads, shipbuilders, bridge builders, and structural iron makers of the country have been using Metalaatic for years. They find it better than any other paint for iron and steel surfaces. New and more comprehensive adver tising of Metalaatic than has yet been done is now being planned. It is the aim to make this product as well known to the small consumer as it is now to the railroads and the large structural iron builders. Do you know about Metalaatic? It will pay you to send for prices and full par ticulars. . Apartment Home. 6jrd and Central Pari Writ, Menu York City. Melelaitie med an iren avert. The Craig Brat. Building. Cambridge, Ohio. Melalastir media iron avarh. Hamilton Building, Akron, Ohio, hletalaelie need on iron overt. Metropolitan Life Insurance Cs. Build ing. fine York City. Melalaotir med on iron mart. Finished ovilh Datable Wood Fin- ith. Interior. i 0007-SWP-000118949 io6 THE & W. P. S. W. P. ADVERTISERS. Whal S. W. P. Agenit are Doing in the Way of Special Advertising. HE good newspaper advertising that has characterized the Spring ' Campaign continues. Many papers from all parts of the continent have been received daring the lost month, showing much space, well filled with good copy on The S-W. Products. In addition to regular advertisements, a number of agents have run `"locals" and, from time to time, news items on their paint stock and on the paint situation generally. On the whole, the newspaper advertising of agents this spring has been aggressive--well planned and well carried out. News Items. Loads. There ire many interesting things to tell ibout paint and painting that can be more effectively told in the newt columns than in theadvertiaingcolomnoof a paper. Among the newt items used recently by S. W. P. gents there are two well worth reprinting. The L. W. Loomis Hardware Co., S. W. P. agents, Cuyahoga Falla, Ohio, put a signed article in a recent isaue of the Cajabagi Falls 'KipuiHc under the heading RA Short Paint Talk", reading in part: "Ever notice a building on which the paint looked dull, lotteries', `chalky'? That building may have been newly painted only a few months ago. The chalky appearance is, caused by lead and low quality linseed oil. , " Compare that building with a building painted with The Sherwin-Williams Paint. "What a difference there is between The Sherwin-Williams and the other kind I" Aloys Bill, S. W. F. agent at Spring Lake, Mich,, discussed the subject or "guaranteed paint" in one of the Grand Haven papers a few weeks ago, Extracts from the article read: " If you are going to paint do not use in ferior material, The land is flooded with staff marked *paint' that is little better than soft soap. And much of it is sold on a five year guarantee--a guarantee as worth less as is the psint, because long before the five yean will expire the agent will hare ceased handling the particular brand and will have victimized customers on two or three other brands of so-called guaranteed paint. There is only one guarantee in paint and rhat is the guarantee of a well established reputation of long standing and in this The Sherwin-Williams Paint leads. Practical, painters acknowledge that, it has no superior end probably no equal in cov ering and wearing qualities." Mr. A, D. Lemmon, S, W. P. agent at Guthrie Centre, la., it a strong believer in the value of locals In addition to regular advertising. He make* hit locals news items ana finds that they prove good ''paint-tellers". Here is a sample of the " locals" that ap pear in the Guthrie Centre newspapers: "Mr. Stoop took out a load of timber and a fall supply of The Shersrin-Williams Paint, on Tuesday, for the North Branch creamery." Regarding this work Mr. Lemmon writes: "We always find the editors ot the dif ferent papers here glad to receive locals and also always willing to mention the fact that 8.W.P. is being used. The idea is original with us, whether it ie new to you we do not know and, we, mention this thinking prob ably that it might be of some value Id other S.W.P. agents in small towns." Good Newspaper Ads. Mr. Paul W. Kutke, S. W. P. agent at Lambertan. Minn., does original news paper advertising. He carries a good spice, usually four columns, and fills it with bright, convincing "talk." Here are the closing paragraphs of a recent ad: "We claim and prove that it tikes less S. W. P. to paint your house and that the job cost is less, We don't ask you to take our word for ie--we give you free e can of S.,W. P. to compare with any 'cheap' paint. If S. W. P. fails to prove oor claim, we will paint your house free of charge. ' " Wc sell the man that figures. We can refer you to fifty reliable men that lay S. W, P. ia best and most economical. I % 0007-SWP-000118950 THE & W. P. 107 Wc hue one price (or everybody. We have what you want." No one can read thia ad without feeling that he would like to investigate S.W. P. In the tame paper in which the ad ap peared Mr. P. W. Kuske ran some clever locals. The three following are good samples: "S. W. P.--sold by--P. W. K." "Ask P. W. K.-about-S. W. P." "P.W. K.--sells--S. W. P." Persistency Win Id Advertising. "If there is one enterprise on earth that a `quitter' should leave severely alone, it is advertising. To make a success of advertising one must be prepared to stick to it like a barnacle on a boat's bottom. He should knowbefore he begins it that he must spend money. Somebody must tell him, also, that he cannot hope to reap re sults commensurate with his expend iture early in the game. Advertising doesn't jerk; it pulls. It begins very gently at first, but the pull is steady. It increases day by day and year by year until it exerts an irresistible power."---John Wanamaker. "Advertising bridges over the gaps between dull seasons." Attraeiive painI display efWsn, Camertu St C>., 5. IP. P. Agents at Wan, Texas. See next page. 1 0007-SWP-000118951 ro8 THE S. W. P. SUCCESSFUL S. W. P. AGENCIES. Wm. Cameron & Co., Waco, Texas M CAMERON & CO. are one of the largest paint and wall paper houses in the .Southwest. The headquar ters of the firm is at Waco, Texas, and branch houses are situated at Childress, Texas; Quanah, Texas; Ryan, I. T.: Rush Springs. I. T.; Chickasha, I. T., and in Oklahoma, at Anadarko. Frederick, Snvder, Mangnm, Leger, Olustee, and Roose velt. This extensive system of business houses has been built up on most pro gressive lines. Only the highest quality goods are handled and the best thought of the firm is put into their advertising. Concerns like Wm. Cameron & Co. are giving the South its place in the commercial world. Wm. Cameron. & Co. are big hand lers of S. W. J\ It is the kind of product the firm likes to sell. They sell it with the energy that has made their business a success. The reasons that decided this firm to take the agency for S. W. P. are interesting. Quoting from a letter from Mr. Killingsworth, manager of the wall paper and paint department, the points considered were: First: That the paint we selected should lie the best selling paint on die American market. When we were sure nf this, then we would have no fear of changing agencies in a year or two awing to making the mis take of selecting a paint that would bring a large profit hut in time* to come would be unsatisfactory and necessitate a change, thereby losing the efforts of the prist work and impairing our business reputation as well. In arriving nf which paint was the hot and largest seller and the must satisfac tory for the retail trade to handle we called to our memory that in traveling over the country we found more well satisfied, non changing agents of S. W. P. than of any other manufacture. Second; That the large concerns that most closely scrutinize quality for no un biased reasons used TheS-W. Products year after year, showing thereby that both prices and quality were satisfactory to them. It was our ambition, like nil other mer chants in this line, to make the paint de partment a success, so we came to the con clusion that to C'Mined ourselves with the I i.nrgp Sltjrp nj Wm. Camrri)n Sf Co.. S. W. P at Warn, *7cxns. / 0007-SWP-000118952 Th e S. W. P. 109 Mr. T. H. Morrow, manager of the firm's interests at Quanah, Texas, writing of early experiences with S. W. P,, says: Pleasing anA effective wr.ndoic display, used by IVm. Cameron <3 Co. lirm that had made a lasting nf their product* nnd whose agents were every where successful rrn-ant lhar we alsv could make a success with The S-VV. Paint? and Varnishes. Wlii'n vvr opened up this department there were four other large stocks in this plan* and the comment was. "is there mum for another oneV' Thai question was sat isfactorily answered in the first year that we handled rhe line. The painters were not at all friendly to $-\V. paints at the start, us the other paints sold in Waco could he had at from 15 to 35 cents per gallon less than S. W, P.. but by 'working on the property owners direct, using the personal letters and. also by personal solicitation we got S. IV. P. started with the contractors. When the company decided to put In The S-W, Products at this place I knew absolutely nothing about rhe paint bust* ness. I thought your way of doing busi ness was like that of a great many other concerns. My idea was that you would ship the paint and drop in a few color cards and I would have the rest of the work to do in disposing of it. In this I was most agreeably mistaken. Before the stock arrived I received a request for a fist of the property owners of the vicinity. This i furnished and in return for my trouble I was pleased to learn that each one of the persons named in the list had received u handsome calendar advertising S. \V. P. and naming our company as their agent ai this plan1. '* Immediately the whole force became en thusiastic about S.W. P. and n customer never gets awyv without being asked if he doesn't need paint. It gives us pleasure to handle goods that \vc cun rdv on every time anti which we need not hesitate to rec ommend. Some idea uf the spirit of the firm can be gathered from Ihese two let ters from managers. There is some thing vitalizing in the organization. There is energy and enthusiasm on the sound basis of quality and work. Kven the most casual inquirer into Courteous treatment and good goods at a fair price well advertised will get nnd hold the trader. Wo arc about to inaugurate a personal letter crusade by having a bright young man make a house to house canvass, ascertaining whether or not the owner contemplates painting or papering and make notes of all the facts in the case. Iri (his way we shall have the information of the paint and paper business within our reach and will enable us to put the "per sonal letter1' advertising on a more personal basis. Selling force of Wm. Cameron & Co., A'. IV. P. Agents at fVaco, Texas. / 0007-SWP-000118953 I to THE S. IV. P. the causes of this agen good enough for Win. cy's success is impressed Cameron & Co. and by the spirit of work that nothing - but - the - best - pervades the whole or that-can-be-done passes ganization. ffm. Cam muster. eron & Co. do things. The letters from Man They not only think out agers Killingsworth and good ideas, but they go Morrow show the posi ahead and put their ideas tion that is taken regard intoeflect. Everyone in ing the "personal letter" the concern, from the ami Calendar - Circular bovs - who - sweep - the - work. They believe in floors to the managers advertising through the are hustlers. mail--because it means The firm neglect no more paint customers detail of paint advertis and more paint trade. ing. The illustrations on If every Tin all ting these pages of a window Thomas who looks ask display and of the feature Mr. Killiogsaverlh, Mgr. ance at the value of pro advertising on watering Point Dcp't. It'rn. Cameron gressive paint advertising wagons and the engrav id Co.. IPoeo. Trxn.t. would visit the stores of ing on page 107 showing inside paint Win. Cameron Ov Co. and carefully display make clear the character of study the methods and results of the work being carried on. Advertising firm's business-getting methods, they that - is - up - to - a - fair - average is not would be made converts. MOUSE PAINTED WITH S. W'. P. LOOKS WELL FOlt SEVEN TEEN YEARS. Here is a letter recently received at our Newark house from Mr. O. M. Spettigue, S. W. P. agent at Ilonesdale, Pa., that surely speaks well for the wearing qualities of S. W. P.: "Seventeen years ago I sold Mr. H. T. Manner, dry goods merchant of our town, S. VV. P. ro paint his house. Mr. Menner came into my place of business a lew days ago and said he wanted to paint. 1 asked him how long ago he painted, and he re plied that it was seventeen years. The colors on the house today are almost perfect, and Mr. Menner gave me an order for 30 gallons of S. VV. P. He said it was good enough for him." The Shemein-WHTtams Points ojo rrlh/.i oit ncour nyognns hy IPni. Cameron id Co. at IVact, Texas. 1 0007-SWP-000118954 Th e S. W. />. hi THE COST OF ADVERTISING. WHO PAYS IT ? An Interesting Newspaper Article on a Pertinent Subject. MAN who knows all about advertising is contributing some sprightly articles on the subject to the Jlostim HrTt'ld. One contention of the non advertiser is neatly answered. The contention is- that the cost of advertising is added to the price of the goods and is therefore a tax on the purchaser. The old-fashioned mer chant says: "Those fellows pay three or four times my rent. Their store equipment is correspondingly ex pensive, both in fixtures and in per sonnel, and on top of all this they ex pend 2, 3. 4, 5--yes, 10 times their rental on advertising. It stands to reason that their customers must re coup them. They simply can't un dersell me!" To this the ITeraU writer replies: Hut, alas, the wicked advertiser manages, nevertheless, to undersell the virtuous non-advertiser. It's the case of the man in jail whose lawyer assures him that the authorities can't arrest him--`But T am arrested,' in sists the bird. "By their numeric co-operation and concentration of purchasing capacity, the consumers unconsciously, but nevertheless effectively, manage to spread out wide and thin the added cost of maintenance, exploitation, vending, and distribution. In other words, the pro rata contribution of each purchaser to the dealer's mulct tends to diminish in direct ratio to the number and volume of sales. Just to the extent that the ad vertising is successful--no matter ivhat its cost--does it pay for itself to the profit, alike, of producer and con sumer. What's one man's gain is not another's loss: for, in a fair swap, both parties to the deal are benefited to the extent that the need of one balances the want of the other. Jiach comes to his own". A simple illustration will show the soundness of the doctrine. If a mer chant sells $1,000 worth of goods in a year at a profit of 10 per cent, the margin of S roo will not even pay store rent. If his sales are $10,000, the profit of Sr,000 will pay rent ami leave something for living expenses. Now if thi3 merchant by judicious ad vertising, say to the amount of $1,000, builds up a trade of $ioo,000. he will he $9,000 to the good, ami can well afford to knock off $2,000 for the benefit of his cus tomers. And if he is doing business in a large enough town, and spends $10,000 for advertising, anil sells $r,ooo,ooo worth of goods, it is clear that he can afford to make a cut in prices that will reduce his profit to 5 per cent, or $50,000. Deducting the $10,000 paid for advertising, he has $40,000 to the good for rent, running expenses, his cost of living, and a surplus to "salt down". Thus the cost of advertising, by being dis tributed among the great number of customers, operates to the advantage of each one through the ability of the advertiser to sell Sr,000,000 worth of goods at a percentage of profit which would not pay him for handling $ro,000 or $100,000 worth. It is a matter of plain figures and common sense. The logic is borne out every day in the commercial ac tivities of the country. Moreover, successful business men are not ad vertising for the mere pleasure of see ing their names in print. They are i 0007-SWP-000118955 I [2 THE s. w. P. seeking customers, and are getting them: but they could not get them without advertising nor without mak ing good their advertised promises regarding prices and wares; in other words, without publicity and without making it advantageous for multitudes to go to their places to trade. The Four First Functions of System. To be able to peiiorm as much as you have promised--to be able to promise as much as you can per form-- To be sure as well as to be swift-- but to be swift as well as sure-- To be able to dismiss detail in order to devote every hour, every minute, to productive effort-- To minimise the loss, the waste the worry-- These are the four fundamentals of success--the four first functions of system.--System. 0007-SWP-000118956 The interests of the painter, the paint dealer, and the paint maker are common. What helps one, helps the other; what hurts one, hurts the other. We can all get most busi ness and make most money by working together. 0007-SWP-000118957