Document KG0552ad3NoZdx3kKB081rw06

N23686 Th e S. W. P. Published monthly by Th e Sh e r w in -Wil l ia ms Co . in the interests of their Agents. Ecilec and printed in the Department of Publicity &l A04 Canal St., Cleveland, where all communications to the Editor should be sent. Vo l . VI. JUNE, 1904. No. 6 REPUTATION. ( IHthEagt rmeaatttethr,inigs necessary to success in to secure a reputation. business, and in life for Once your reputation is made the rest is easy. Emerson said. ' Tf a man writes a better book, preaches a better sermon or makes a better mouse trap than his neighbor, though he build his house in the woods the world will make a beaten path to his door." Such is reputation. It's worth a mighty effort. It's no easy matter, how ever, making it. It's a hard, slow process, It requires much skill, great patience, and infinite persistence. Reputation is the world's estimate of the man or the concern; and the world is suspicious, and slow to appreciate or applaud but quick to condemn. It's a long hard pull up to a good reputation, and an easy rapid fall down to a poor one. There's no escaping judgment--and we're all found out sooner or later for exactly what we are; a laker tnay pass for a while, but he won't last. in business it's the goods yon sell and the methods you employ in selling them that establish your reputation. The highest reputation can only be gained by selling good goods by right methods. Quality and value are the two things to keep constantly before you--high quality and good value. The best in anything at a fair price is the best value. A workman can't do good work with poor tools, neither can a merchant gain a good reputation with poor goods. Don't try it. Stick to the best, and the best only. It pays in the long run--in profit and in satisfaction. As soon as the public know that they can depend upon everything that comes from your store your reputation is made and your success assured. There are not many merchants who have the nerve to handle or sell only the best, neither are there many manufacturers of this order. The temptation to sell something cheap and inferior for immediate profit is too great for the majority--and away goes their reputation. They never amount to much. Their trade is a sort of catch-as-catch-can business--there's neither profiit nor glory in it. It's harder and slower at the start to build a business on quality, but when you get it, it sticks. It's something to be proud of, something you can become enthusiastic over, something you can put your heart into as well as your energy and ability. How can a man . get enthusiastic over cheap stuff, how can he put his heart into a make-shift? It's not possible, and if you can't put your heart into your business get out of it, and get into something you believe in, some- S 0007-SWP-000118923 8v THE S. W. P. thing you can swear by, something you delight in. It's being in love with your work that counts. There's a touch of the heart in every success--in every reputation. Vice President and Gen'l Mgr. KEEP UP FULL STEAM. There are Orders to be Landed yet this Spring--many of them. fail in their undertak| ings because they begin too late, others because they ? TiA stop too soon. Most S. W. P. agents could stop special efforts for spring paint orders right now and the season might still be a success; but two or three weeks more trade will make a greater showing on the ledger--it's in the last lap that the record is usually broken. In many territories the spring sea son was backward and a large part of the painting will he done during this month. And June is a first class month to go after orders--and to get them. A vigilant survey oi your ter ritory will undoubtedly unearth many trade possibilities. Make each "pos sibility" a customer. Keep up full steam in your advertising power house and instill in the prospective customer a part of the confidence that is yours in the economy and quality of The 3-W. products. Don't hesitate about sending us the names of all prospective trade. A strong "personal letter" from us will help land the order. The advertising that we send direct will supplement all your work. Working together, we'll pile up paint orders. Then, too, it would be very short sighted business policy to give up going after trade so long as there is tTade to get. It would be better--a great deal better--to keep right on hustling for a week or two after the season is well closed. Good paint advertising never falls on barren ground--the results will come, if not this spring, next fall or next spring. Personal outside work will be the most important factor in getting trade this month. By going out and "see ing the man' ' you can turn the order into your store. The good advertis ing you have been doing and are do ing has brought your paint stock to the property owners' attention, and a few words by you personally will now, nine times out of ten, `'clinch" the sale. It will be worthwhile to keep up steam. Don't worry about the ads of your competitor. If he mentions you in any but a complimentary way he is acknowledging that your competition is felt, which is the best kind of ad vertising for you. Agricultural. Advertising. Read "The Economy of Mixed Paints", \ 0007-SWP-000118924 Th e s . W. P. 83 GOOD WORDS FROM S- W. P. AGENTS. The Strongest Straight Line. Mr. F. C. Kenower, S.W. P. agent at Harvard, Neb., has the right kind of enthusiasm. This is what he thinks of S. W. P.: 'T will say that I shall put on new armor andfush S. W.P. hard, also the shelfgoods, in fact the whole line to the best of my ability. I am aware that a straight line is the strongest line, and S.W.P. is the strongest straight line in the paint business. I thank you for the field signs; they are "hummers," and though five other manufacturers employ them here, the S.W.P. signs are by far the most attractive." Creosote the Best Ever. Messrs. J. E. Hawley & Co., S.W.P. agents at Burr Oak, Kans., have this to say about Creosote Paint: "About five years ago we sold a bill of The S-VV. Creosote Paint to the Chi cago Lumber&Coal Co., of this place, which they used to paint their new sheds here. Since that time I have found it easy to sell Creosote Paint, but it has killed my' Venetian Red and Oil sales, as it is simply a case of being shown to be sold, and last year our sales of Creosote Paint ran over 100 gallons. Our trade come in and call for the same kind of paint the Lumber Co. used, and we don't have to push it; it simply sells itself." What a "Personal Letter" Did. Messrs. Herr St Snavely, S.W.P. agents at Lancaster, Pa., writing of the good effect the personal letters had in their business last fall, cite this instance: "A Mr. Stanton Johns came in to get prices on lead and oil. We, of course,tried to sell S.W.P. but fail ed to interest him. That night we sent his name in so that he might be promoted with "personal letters" with the result that a few days later he came in with the letter in his hand and asked us if we would back up its statements. We agreed to do so and he placed his order for 40 gallons of S. VV. P. We have since referred a prospective customer to Mr. Johns who gave the paiDt such a strong recomendation that we had no trouble in getting the order." Spotting Them. TheBertsch-Boal Drug Co., S.W.P. agents at Oskaloosa, la., are after the spring trade in earnest. They say: "We have a man out spotting farm ers and others that intend to paint, and interviewing them. We are try ing the `early bird' racket." Personal Letters Increase General Business. A letter recently received from Messrs. Mitchell and Fisher, S, W. P. agents at Delta, la., reads: "We are very much pleased with the good the "personal letters" have done for us in helping us enlarge our drug and paint business. They do the work." Aluminum Paint Beat Them All. Here is a letter recently received at the Cleveland office from C.C .Folsom, South Bend, Ind. "Please send me at once by express 2 one-gallon cans of Aluminum Paint, and send by freight 8 one-gallon cans Aluminum Faint. "This, you understand, is to be the same quality as you sent us before. We hare been giving others a thorough test, but find that yours works better than any other." 0007-SWP-000118925 84 THE S. W. P. PAINT ADS FOR BUSY AGENTS. Some suggestions for "copy" to be turned over 1o the printer and adapted to any style of display you choose. NO MATTER WHAT YOU WANT TO PAINT house, store, bam--either outside or in side, or th e t h onsanrl and one little things about the home, wc have a paint made expressly For the purpose that will do cne -work better anti at less cost than anything- else you can use. The secret of success in painting lies in using the right paint for each particular surface. Th e Sh e r w in -Wil l ia ms Pa in t s are each made for a special purpose and with a full understanding of the needs of that purpose. They are good paints, every one of them. Let u b figure or. your painting. THE VALUE OF A CAN OF PAINT is determined by the number of square feet it covers, by its case cif application, by the wear it gives -- not by the price. A low cost per gallon always means a high cost per job. Th e Sh e r w in -Wil l ia ms Pa in t s are the most economical to use be cause you don't have to buy so many gallons to cover a given surface, it does not take so much labor to put them on, and because they give best results--best appearance and best wear. Let us figure cui your painting. THERE'S A GREAT DEAL OF SATISFACTION I N K N 0 W I N G YOUR HOUSE LOOKS RIGHT That's the kind ot satisfaction you will have if you paint your lie JSC with Th e Sh e r w in -Wil l ia ms Pa in t It insures good results. There's no other paint made in such a care ful, thorough manner and with so many checks against unreliable re sults. Call for color card. USE FLOORLAC FOR STAINING FLOORS It will give splendid satisfaction-- dressy floors. It correctly imilat.es the most expensive woods, (lives a bard wood finish to old floors, lt'e fine used as 1 border around rugs. Very easy to put on--works easily under the brush--anyone can apply it. Made by Th e Sh er w in - Wil l iams Co mr an t --that means that you can depend on It absolutely. Call for color cards. PUT S. W. P. ON YOUR HOUSE AND YOU WILL GET SATISFACTION AND SAVE MONEY EVERY TIME Th e Sh e r w in - Wil l ia ms Pa in t (Prepared) S. W, P., for painting buildings, outside and inside, costs just as much as good paint ought to cost--if you pay more yoi pay rnn much, ifyou pay less you won't get as good point. Made in 4S good shades; also black and white. Call for color card and prices. BETTER THAN WALL PAPER THE S- <V. ENA MEL010 is fast taking the place of the easily soiled, germ gathering wall paper. It is cleaner, more healthful and more durable than wall paper. EHAMELOID is a high gloss wall paint--it Is easily applied--dees not fade--stands any amount of soap and water and has ocher advantages that we want to tell you about. Call fnr color card. A window that is selling paint for J, S. Jdavenport & Son at Stamford, Conn. A SUGGESTIVE PAINT WINDOW. HE window shown above was leading to and around the house. In designed and dressed by the center of the lawn were placed S Mr. P. W. Cuddy, of the oval shaped mirrors which look like Paint Department of Messrs. small ponds and on the bank of each J. S. Davenport & Son, S. Wpo. ndP.was placed a duckling. Small agents at Stamford, Conn. It isficrotmrees were placed around and the plete in every detail, with house,wlahwolne, presented a very natural and trees, fountain, and walks. pleasing appearance." In addition to its originality, the window is unique in that the model little house in the center is constructed of lumber skillfully whittled out of large boards with a jack-knife. It Mr. Cuddy is a strong advocate of window dressing and has built up splendid sales in his depariment through this medium. contains 4,500 separate pieces, 3,000 of them being shingles; is perfect in The days of sharp practice in bus construction; and painted throughout iness are going or gone. The demand with The Sherwin-Williams Products. on a man's faculties is too severe to Mr. Cuddy in describing the display allow them to be hampered with all states: "I made the floor of the win that is involved in the concealment of dow represent a lawn by using excel trickery and questionable methods-- sior stained green, with gravel walks Exchange. Are you using the "personal letters" } You'11 never know the way they mill hutId up sales for you until you try them. Send in some names today. 0007-SWP-000118927 86 Th e S. ft. p. "THE S. W. P. AGENCY WORTH A HUNDRED CENTS ON THE DOLLAR.1' XPRE3SIONS on the merits of the S.W.P. agency have long since become ordin ary incidents. The follow ing letter recently received from Messers N. W. and E. W. Cunning ham, S.W.P, agents at Bradford, Vt.} is reproduced as an example of the "good cheer" that leavens the daily mail; We regard the 5. W. P. agency as one of our valuable assets worth a hundred cents on the dollar every day in the year. We have, of course, had many invitations to give it up and pin. our faith to 9ome other line of the "just as good" kind, butasyour goods have been sold in our store for the past fifteen years and have never failed to give satisfaction, we have never been able to see how any man or firm could improve on this record and give us anything "as good" We regard your system of advertising as the most complete and up-to-date of anything that we know of in the paint business, for you not only supply your agents with stock advertising, such as color cards, etc., but you go out in the highways and byways and bring in customers for us. The "personal letters" have done very good work for us in the past, and wc intend to make use of them more in the future. Th e S. W. P. magazine is a welcome visitor every month and vve have found many ideas and suggestions in it that have been of value to us in the other lines of our business as well as in the paint line. Trifles make perfection, and per fection is no trifle. It is the littleness of a man that makes him see no greatness in trifles. Kites rise against, not with the wind. No man ever worked his way in a dead calm. The N. C. . An S-fV* Library. Carnegie Public Library, Paducah, Ky. Finished mirth The S-W. Varnish, Durable IVmd Finish, Interior; floors waxed with S-fV. Floor JPax. Architectt A. C. Lassiter. \ 0007-SWP-000118928 THE S. W. P. 87 THE ECONOMY OF MIXED PAINTS. Editorial from "Drugs, Oils and Paints." This is the second of the two able editorials that recently appeared in "Drills, Oils and Paints" on the subject of mixed palms. The first editorial, un "The Logic of Mixed Paints," was reproduced in Th e S. W. P. for May. The one printed, herewith, dis cusses a question that every' S. W. P. agent meets many times--the question of economy. N our preceding issue we The domestic production of white lead considered at some length has increased from about 90,000 tons m the logic of the mixed paint in 1895 to about 100,000 tons in 1903; proposition, proving, to our while during the same period the pro own satisfaction at least, that adupcatiinotn of zinc white has increased ready for application is the onlyfrofomrmnearly 21,000 tons to nearly compatible with modern progress. 60,000 tons. While exact figures are The superiority of factory appliances lacking to show the relative propor and conditions over the limited facili tions of lead in oil and dry lead mar ties of the paint shop is sufficiently keted in the years named, figures at obvious, and were there no other con hand for intervening years indicate ditions to be considered, doubtless that the proportion of one to the other paint-making in the paint shop would in the total remains practically un already be a thing ot the past. changed. In the first place, however, it must Now since fully three-fourths of the be remembered that custom is a tyrant zinc white produced is consumed in and yields only to force. It has been the manufacture of ready-mixed paints, but a few years, comparatively, since it is evident that while lead in oil shows 'painters not only mixed paint, but did a normal increase of something over their own grinding of the dry pigment. ten per cent., the consumption of It was the physical impossibility of mixed paints has increased by nearly meeting the demand that led to the 200 per cent. If these facts proved substitution of lead and colors in oil nothing else they at least demonstrate for the dry pigments as the raw ma beyond controversy a phenomenally terials of painters. The further ad disproportionate increase in the two vance to the ready-for-use paint is still types of paint. Moreover, as it is in progress. As a matter of fact, it is perhaps safe fo assume that at least inevitable, though painters oppose it, ninety per cent, of all the paint con as those affected oppose every advance sumed is applied by practical painters, in economic industry. it might also be a just conclusion that The second obstacle in the way of an increasing number of painters are the prompt triumph of the factory over finding their profit in the use of mixed the paint pot and paddle is the tech paints or are yielding to necessity in nical question of economy, and here using them. That this is the case is a the painter faces not only the paint fact familiar to all paint manufacturers. manufacturer, but the paint consumer. But while forced to admit the obvi That the painter--and by "painter'' ous technical and economic superior we mean the conservative who has ity of paints furnished in this form, stopped at lead and oil and means to many painters and architects sincerely stay there--that the painter is steadily deny the possibility of their excellence losing ground in this contest is demon or even equality with pure white lead strated by significant statistical facts: Continued on page QJ. 0007-SWP-000118929 88 THE S. W. P. MANY ATTRACTIVE FLOATS USED BY i progressive merchant--they like to see the store they trade in represented in any worthy movement. It is by no means a difficult task to make an attractive float--in iact, it is surprisingly easy and interesting; nor is it expensive to make a float. A few hours work with the materials at hand in most any store and any S. IV.P. agent can ar ' 1.0 VI'S. simply-designed. at- range a display. It's an interesting work F trnrthe lloaLs. have for social years been a feature of the adver tising of many S.W. I', agents. It is effective advertising. In Do minion Day, Fourth of July, Labor Day parades and in local celebrations a great amount of publicity can be secured by a striking float. It is publicity of a good order--the kind that leaves a good im pression. Illustrated on these pages is a selection from a number of photos received of floats that were used successfully during the last year. They show various displays, all of simple design. Each display suggests ideas that can be adopted and incorporated in arranging exhibits for future parades or celebrations. And it is surely neglecting a business Mr. E. 1. Torrens, Tilsonburg, Ont. opportunity, aside from any other con because it gives one a chance to work out siderations, for an S. VV. P. agent not to new ideas--to make his display the most take an active part in any general celebra unique and attractive in his town. tion in his territory. The buying public S.W.P. and any of The S-tV. Products notice and appreciate enterprise. They like to trade with a and much of the advertising that goes with them are readily adapted to good display. The illustrations in these pages are suffi cient to prove at once the truth of this state ment. Many of the phrases used in the advertising can be worked out in detail with good effect. I Swanlon 1 is cleverly a gallon cai Many ot! similarly b Henry, hVend & Marshall, Plattsburgh, A', Y. The float shown of Mr. Sayward, S. W. P. agent at Haverhill, Mass., is a good example of this work. ,(S. W. P. always on top" Mr. J. 1 f 0007-SWP-000118930 TH s . w . p. ;ED BY S. W. P. AGENTS. 89 Swaittan "Drug Co., Savanlon, ft. Mr. W. H. Kehnasl, Defiance, Ohio. Neidich, `Drake <3 Kolb, Goshen, Ind. cleverly illustrated by a large top and gallon can of S. W. P. Many other good catch phrases might imilarly be interpreted. Make a display in any celebration that is held in your territory this summer. Make the celebration help you to adverrise your paint stock. Make your dis- Mr. J. H. Sayauari, Haverhill, Mass. Mr. J. H. Haynes, Ceiebrooi, N. H. 5 0007-SWP-000118931 9 THE S. W. P. S. W. P. ADVERTISERS. What the Agents are doing in the way of Special Advertising. EWSFAPER advertising--good newspaper advertising--has been 'lj the feature of the Spring Campaign. Never before has so much [ newspaper space been employed to tell the public about tl the best J- paints and varnishes made/' and never before has the standard of the advertisements been so high. This is good news. It is an advame. And advancement is the aim of everyone associated in the making and selling of The S-VV. Products, Some Pull Page Ads* Mr. A. D, Lemon, $. W. P. agent at Guthrie Center, la., is doing some vigor ous advertising in the local papers in his territory. He recently ran a well written, well displayed, full page ad. The ad gave testimonials from prominent property own ers of the vicinity and was forcefully worded. In the same issue of the paper, Mr. Lemon ran a number of "locals* calling attention to the hill page ad. One feels assured that no one received that paper without learning about The S-W. Pro ducts and where to buy them. Some of the "locals" read as follows: "Readit. What? Lemon's ad. Where? On page 6. " " Money in your pocket. How? By read ing that ad on page 6." "Read those testimonials in Lemon's paint ad on page 6, and you will use noth ing but S. W. P.'; Lamson & Trowbridge, S.W. P agents at Marlboro, Mass., recently used a full page in the Marlboro Enterprise for adver tising The S-W. Paints and Varnishes. The ad was printed in colored ink and made a very striking and pleasing display. Smith & Co., S.W. P. agents at Horse Cave, Ky,, have been running full page ads regularly this spring. The "talk" is always good and one or more of our regular electrotypes are displayed to advantage. Extracts from Good S.W. P* Ads. J. H. Brewster, S. W. P, agent at Lisbon Falls, Me. The right road to a safe investment in Uncle Rastus on Paint I done hearn de white fulks talkin' 'Bout our gran' new city Bretts, An de va'r'us new improvements Dat on ebry side wc meets, An' it somehow sorter seexnster me Hits our duty, dogged If 'taint, To kiver some o' our houses Wid a bran new coat o' paint. Now paint is suttlnly cheap exnut? Ter suit de public pusses. An' dal's de reason why I am A writin' uv dese vusaes. So now my frien' tek my advice Paint yo' house an' paint it quick An' Sherwin-Williams am de paint What's sholy gwiti' ter stick. There's K'more truth than poetry-7 in Untie Rastus* ^ busses " Paint your house with Th e Sh e r w in -Wil l ia ms p a in t s and you will find that he knows what he is talking about, Good halfflag? ad run by Mr. E. C.Peck, S.JP.P, agent at San `Bernardino, Cal, Walker-Carroil-Adams Hardware Company One of the clever advertisements of S.W.P, agents at CMariohe^ilie, Pa, f 0007-SWP-000118932 paint matters is the S.W. ?. road. Some of the rolling stock can be seen in Brew ster's window. A. D. Lemon. S. W.P. agent at Guth rie Centre, Ja. It is a poor plan to paint a fine house with poor paint. r,Just as good" means taking chances. E. C. Peck, San Bernardino, Cal. S. W. P. insures us your friendship-- and your trade. Weed & Co,, S. W. P. agents at Buf falo, N. Y. Ask the best painter you know which is the best paint made and three to one he will tell you Sherwin-Williams. Using Newspaper Space. Newspapers have been received containing specially good paint and varnish ads by the following agents: W. F. Pauly. Apollo, Pa.; Marius B. Olsen, Melrose, Wis.; Albert Huckc, Belle- THE RENVILLE REGORD. ipiiiT pms MTtiiu|Jj i !L W.P. | |s^Hsr:t s m vy Tir Csiritert 9m Cou rymait, Th Drajultt. fteovlte. .Wo*. Aftenffon 7fcrehermen;" jp, , j Striking front page ad ofMr. Countryman, 'Renville, Minn. ville, III.; A. K.. Tucker, Concord, Mich.; Wm. M. Mead, Chillicothe, 111.; Cottrell &Co., Paullina, Iowa; J. W. Dysle & Co., Marietta, Ohio; Bliss & Campson, Clyde, N. Y\; Geo. Schaaf, Franklin, 111.; L. L. Dittos, Somerset, Ohio; Weed Sc Co., Buffalo, N. Y. An S. W. P, House, Residence of Mr. L. E. T>ancey, Goderich. Oni. 'Body, 457; Trimmer, 473 and ipjj Gable. 4q 8j Baseboards, 382. 92 THE S. W. P. SUCCESSFUL S. W. P. AGENCIES. Mr G. W. Bruske, Saginaw, Mich. HIRTEEN years ago. Mr. and which I sold myself, and as G. W. Bruske, Saginaw, B Mich., placed an order for 150 gallons of S.W.P. last year he came to Cleveland to select a car-load stock order soon as the paint arrived I made it a business to "show" it and to "talk" it. I admit that it was somewhat slow at first and it took all the year to get the name before of The Sherwin- the people. But the Williams Paints and following year I Varnishes. In these placed a spring order two statements lie for 500 gallons--and the history of the did it without any S. W. P, agency at hesitation. Saginaw. ` ` My trade in- Mr. Bruske was creased year by not at all convinced year, not on S.W.P. when placing his alone, but on all The first order that he S-W. Products. was taking hold of a S. W. V. has sold paying proposition. well and pleased the In describing the painters. In fact, incidents connected every product added with giving this 150- to The S-W. line gallon order and his has sold satisfactor later experience, he ily." writes: Mr. Bruske has "After the rep always adhered to resentative of The an aggressive ad S-W. Co. took the order and left for vertising policy. He has always his hotel, I was strongly inclined to firmly believed in the policy of follow him "going and cancel after bus- the order. iness" I was and it has afraid o f res u Ited the price in "get and did ting bus not think iness " - I could the big sell S.W.P. gest paint in com and var petition nish bus with the iness b y ``cheap ' ' iar in his paint sold individual in our city Store of Mr. G. H'. 'Pmil-,'. S.JP.P. agent at Saginaw. Alieh. territory. 0007-SWP-000118934 THE S. Hf. P. 93 THE ECONOMY OF MIXED PAINTS. Continued from page and linseed oil, or admitting equality, question their actual economy. Since both objections are capable of practitical test, it appears strange that they should not ere this have wholly pre vailed or have been completely an swered. The fact is that the "human equation" so subtly pervades all human actions that it is far easier for human experimenters to prove au a priori proposition than to reach an unbiased conclusion. Thus we have from one practi cal painter or committee of painters a demonstration entirely at variance with the conclusions of an other. In the final event, it is the consuming public who decide when "doctors," whether of paint or of medicine, disagree, and the consum ing paint public is evidently in the way of deciding that from their point of view (that of the pocket book) the mixed paint has the better of the argu ment. Ready-mixed paints, including the so-called combination "leads," are, as a general proposition, compounded of zinc white, white lead and linseed oil, with or -without greater or less proportions of inert materials, such as gypsum, china clay, barytes, whiting, etc. This outline of composition applies, of course, only to the high grade paints containing no water and emulsifying materials. They retail at prices ranging downwards from about $1,75 to $ 1.25 a gallon, according to the proportion of inert extenders con tained. They will cover, per gallon when ready for application, from 300 to 350 square feet, two coats, the cost per hundred square feet covered amounting, with the additional oil used in the priming coat, to about 50 cents. With pure white lead, on the other hand, it has been repeatedly demon strated, the cost per gallon ready for application--with linseed oil and other added ingredients at the prices as sumed for the mixed paint, as above-- and allowing for the shortage always encountered when white lead is bought in packages of 100 pounds or under-- is S1.60 per gallon, with lead at 7 cents per pound. It has also been repeatedly demonstrated that with-such paint not more than 225 square feet can be covered with two coats, giving us for the lead paint a cost of 71 cents per hundred square feet painted. As to the use of the inert pigments in these combinations, opinions differ; but Dr. Dudley, of the Pennsylvania Railroad, who has given perhaps more time than any other living authority to the practical study of this question, maintains, and has for years main tained, that to insure the best attain able results with the available white pigments, they must be heavily loaded with such materials. Their addition, in mo3t cases, somewhat reduces the spreading capacity of the paint, but this reduction is generally accompan ied by a compensatory reduction in price per gallon. Why should a gallon of ready-mixed paint cover and conceal a greater area of surface than a shop-mixed gallon of lead and oil ? For the same reason that an ounce of gold hammered into gold foil will cover and hide a vastly greater surface than a gold coin of the same weight. It is merely a question of actually shielding every particle of the surface with a particle of opaque pigment. If that be accomplished, it is a matter of indifference, so far as the visual effect is concerned, whether the coating be one-thousandth of an inch or one-tenth of an inch in thick ness. The obscuring power of opaque pigments is practically identical for f 0007-SWP-000118935 94 Th e S. W. P. the individual particles, therefore of any two opaque pigments that with the smaller ultimate particles will hide the greater surface area. Generally speak ing, it is the zinc content of readymixed paints which gives them their advantage in area covered. If a pound of pure zinc in oil were placed on a surface of the same area as that covered by a pound of lead in oil applied by the brush, the coating would be impracticably thick, as has been repeatedly demonstrated in this office. When spread out to the nor mal thickness of a practical coat of paint, the area covered is fully fifty per cent., and in some cases may be one hundred per cent, greater than that covered by the lead. The dis parity in favor of lampblack, the ulti mate particles of which are still smaller than those of zinc, is correspondingly greater. Why, then, are not the bases of ready-mixed paints composed entirely of zinc ? Simply because there are practical difficulties which make a combination of lead and other pigments with zinc preferable to the single pig ment. The French painters, whose first coat is frequently what our paint ers would call a knifing coat, find no practical difficulties in the prohibition of lead; but where the ultimate par ticles are so extremely fine it is incom patible with the essential ease of working to apply a coat of pure zinc with no more than enough oil to admit of a uniform and uninterrupted layer of pigment on the surface. Lead and other pigments are therefore combined with the zinc, among other purposes, to reduce the proportion of oil and to increase the thickness of the single coating. But the mixed paint manufacturer has not proceeded from the theory to practice, but vice versa. It is the school of practical use and competi tion that has taught him to devise paint formulas which shall yeild to the con sumer the greatest average efficiency and economy. His paint must either be cheaper or better than pure lead to gain him a hearing with the dis tributor or the consumer; and having succeeded in accomplishing one or the other of these feats, his competitor soon forced him to accomplish both. As noted above, it is the consumer of paints that in the end decides. The decision may be slow in making itself manifest, but it is inevitable and final. This decision is rendered on one con sideration and one only: total economy. The form of paint that in a period of years best satisfies the demands of the user lor beauty, protection and low average expense is the one that must eventually prevail. It is a case of the survival of the fittest; and from the very nature of the case we are pre cluded from supposing anything but that the factory-mixed paint is fitter to survive than the shop-mixed variety. This does not mean that one pig ment shall necessarily prevail over another, nor that one in itself is nec essarily superior to another. As yet, our knowledge of pigments and the conditions of service is embarrassingly incomplete. There is room--nearly all the room there is--for study and specialization along this line. But the fact remains that the paint manufact urers have gone farther than others in the study of both materials and condi tions, and that their better grades of products show a more intelligent adap tation of means to ends. It may today be regarded as beyond the stage of argument that the ready-mixed paint-- without regard to it3 components--is superior in point both of economy and of efficiency to any similar paint that can be prepared in any paint shop. 0007-SWP-000118936 A PATRIOTIC WINDOW. IT is wise to keep your window display in line with passing events. On national anniversaries, Dominion Day or July decorate with flags, etc. The windowr shown is easily trimmed. Drape flags in background. Build three pyramids of cans of S.W. P., largest one in center, placing small flags between the cans. Make two "cannon" fire crackers of rolls of paper, if paper is not red, paint it and place between the columns of S.W. P. 0007-SWP-000118937 96 THE S. W. P. STAY WITH THE CUSTOMER. ANY salesmen lose their pa tience because they cannot sell the customer the first time. Even after repeated calls, remember the unexpected is what often happens, and you cannot tell to whom you will sell, until you have ex erted every means available. An in stance comes to the writer's mind of a woman looting at and inquiring the price of numerous articles of small val ue in the store without purchasing. The clerk waited upon her patiently, staying with the customer. After tak ing up a great deal of his time, in an offhand way, she asked the price of a steel range and was again answered pleasantly by the clerk. He had no sooner told the price than she told him she would take it, handing him the money. Stay with the Customer. L. W, Wo l c o t t , Mgr. of the Southern Catifornia Depot of the Company. COMPANY HOLDS ANNUAL ADVERTISING MEETING. S Th e S. W, P. goes to press the managers of the various Divisions and Departments of the Company are in con ference at Cleveland formulating the advertising policy for 1905. Sessions will be held daily for a week, and all the plans and features of the adver tising that will be done to build up the sales of S. W. P. agents during next year will be considered and de cided upon. It is confidently expect ed that S-W. Advertising in 1905 will be stronger and more effective than any the Company have ever done. That is the aim and purpose of the present meeting of the managers--to improve our present methods and to make our advertising just as good as it can possibly be made. There is more business to get--a good deal more in every territory. The S-W. products, with the quality that is in them, will land the orders if properly introduced to the con sumer. We are going after business harder than ever in 1905. f 0007-SWP-000118938 0007-SWP-000118939