Document Eq3d2MEKjVJLkBvE1KkygzdKx

January 5, 1931 The attached letter and proof are being sent today to our complete agency list and all class A dealers. ADVERTISING DEPARTMENT 0007-SWP-039058 Th e Sh e r w in - Wil l ia ms Co . 60' Cn *l s q a o .n w Cl e v e l a n d . O. January 6th, 1931 To Our Paint Headquarters Agents>- A HAPPY NEW YEAR! A PROSPEROUS PAINT YEAR! This morning we resume full operations in all our plants - we are in another year and it is indeed gratifying to receive so many letters from our agents telling us that their Paint Department was the most profitable of all their departments the past year. Last week we sent you notice of a price decline in several of our major products. These prices put Sft'P down to the 1917 lovels and should place you in a still better position to go after your rightful share of the paint business. At present price levels your customers should not hesitate to go ahead with thoir immediate ar.-l Spring painting plans. Your aim should be to encourago "more gallons r; more homes," thus maintaining your volume. Increased gallonago is the answer. Enclosed find a color proof of our next color message in The Saturday Evening Post, January 10th issue, cut the 8th, page 132. This year-round serins is attracting a lot of attention and stimulating the business of our agents. Be >uro you tie .in with it. Another announcement of groat importance is that we have made fine old S77P House Faint still finer! Our research and technical men have given us a piece of good-. in S'liP that rivals all description. The now Gloss White SWP will shortly carry the new formula. It is still basically the s\ well balanced formula but we have been able to introduce a percent*.j-o of Titanium Pigment which gives us in addition to all the old virtues which ws still retain - greater white ness, easier working, finer c.vcring. After seeing the results for two years in actual usage, v.hesitated no further, and approved the formula change as it will appear on the r.ew label printing. Thus we start the now year with anoth r grtai step forward in paint science. Appreciating your past business and again wishing you a successful and prosperous Paint Year in 1931. Yours very truly, HDWsL THE SHERWIN-WILLIAMS CO. ^ ......f. > . . > % {/ \ . , S X S jf. FIRST VICE PRESIDENT - DIRECTOR OP 9ftLES 0 0 0 7 S W P -03 9 0 5 9- 0007-SWP-000122437