Document G6NZDE0Og4D0qbRepGwrrBVbV

the lead miner today* (2) White lead consumption has been declining, it has a market today about half as big (100,000 tons) as it had in 1922 (195,000.'tons). because (a) White lead has been displaced in part by cheap substitute low-grade paints containing chalk, bary tes, sand and other adulterants, and because (b) White lead receives intensive attack from the advertising of prepared paint companies who stress the greater convenience of using prepared paint, often containing only small amounts of wnite lead, and who do little or nothing to encourage the crafts manship, the backbone of fine paint work. (3) White lead la being promoted nationally by only one company in face of competition from a great number of competitive prepared paint manufacturers. (4) White lead remains the finest paint pigment known to science and to commerce today. White lead is used (a)_in paste form as the sole constituent of paint, or (bl as an ingredient of prepared paints (generally in minor amounts.) It is the only pigment that may be used alone with linseed oil to make a durable, economical paint and in addition all fine outside propared paints require some proportion of white lead. (5) White lead is sold in concentrated form and competitively costs about $1.00 leaa per gallon, whon diluted to paint consistency, com pared with any equivalent high-grade prepared paint* (6) White lead will continue to lose ita position in the paint in dustry unless some effort is devised to offset competitive attacks and to acquaint the public widely with the merlta of the product. (7) White lead le also constantly subject to attack-from the health standpo*in*t**' ************** ** ******* 1SR004B?* It la proposed to correct this situation and to capitalize on the traditionally excellent reputation of white lead paint by coopera tively engaging -in a promotional campaign, including various forms of sales promotion, with the objective of not only arresting the downward, tendency but increasing the consumption of white lead. This - campaign by showing the Importance of white lead to industry would help offset the constant threat of anti-lead legislation and propaga*n*da** *********************** N15685.01 5R003 in t e r n a t io n al s me l t in g a n d r e f in in g COKPAWT December 12, 1958. Mr. Frederick Deist, Vice President, International Smelting & Refining Company, 25 Broadway, New York City. Dear Mr. Laist: I was sorry not to be able to talk various matters over with you last week. One of these that will need to be decided with in the next few weeks is the question of the proposed joint advertis ing campaign to be conducted by the Lead Industries Association. This campaign is designed to promote the sale of high grade ;aint, which, of course, means white leed. This campaign, obviously, ..ill be conducted whether v?c join it or not. The mining people led by It. Joe and the pigment manufacturers, .particularly the National Leed and Eagle-Pich.er Lead companies, decided to proceed end I think their decision is sour.a. They wouldn't co this if the chances of increasing the consumption of rig lend in c market -'.here the lead does .-.ot return if they did not believe that the chences of success are gooa. -Mr. "formser has covered the salient features of this movement very well and I am enclosing tao copies for your consideration and reference to others if needed. Enclosed you ..ill also find two copies of a buuget in the amount of *250,000, and the preliminary break-down by companies of this amount. In this connection, you .viil note that based on last year's sales our donation to this fund for the white lead enu Mule, be v9,724.43. In addition, our refinery .voulu pay el,040.<30. There is nothing in the mining end for our company, because Mr. Tiorm3er was unable to say what this should "be. I presume you or Y.r. Need sill have this, and 1 will appreciate your estimate based on the 40j per ton assessment. Personally I think that this pro posal is well worth trying. Of course, we are not down to the point where the actual advertising program is ready for consideration. I have, however, gone over this in a general way with Mr. MdDonald and I understand from him that he thinks the fundamental idea is good. Further, Hr. McDonald has promised to attend the meetings and go over the actual advertising proposals with me. Of course, this is pre dicated upon your approval of the proposition. I would appreciate your consideration and if possible your approval. Tours very truly. FOCsvlc` enclosures (Signed) F. 0. Case N15685