Document LgR1OjyvVzQBz2VowZXz3Zx8d

'FINISHESfanixe SeifSmoothing _ .Boston Varnish Gompany Everett Station, Boston, Mass.' **' KYANIZE Self-Smoothing Floor Finish A long 'wearing, durable, transparent finish'built to withstand rough usage on floors, woodwork and furniture. Free flowing--dries in 4 hours without the slightest trace of brush marks. Leaves a high-lustre, waterproof finish that will not scratch white. KYANIZE Floor Finish is ready for use just as it comes from the can. No shaking or stirring is necessary. Offered in dear, and 8 beautiful wood shades. KYANIZE Self-Smoothing Celoid Finish A washable, waterproof, medium gloss enamel. Celoid Finish is ideal for standing 'trim and walls of all kinds--plaster, composition-board or wood. T.ikp all KYANIZE products, it is self-smoothing. Applied in the morning--it will dry the same afternoon. Produces a hand-rubbed type of finish without the labor of rubbing. white,.and 14 pastel shades and colors. Comes in black, KYANIZE Self-Smoothing Lustaquik Finish A quick-drying, durable enamel for re newing old furniture and woodwork, or over new wood. Lustaquik--the easy brushing, completely self-smoothing fin ish--sets du$t free in one hour, dries hard in 4 hours. It gives a smooth, full-- lustre, waterproof finish. Lustaquik has remarkable, hiding properties and exceptional coverage in one coat. Available in black, white and 16 colors. KYANIZE "l7irg^ Self-Smoothing Floor Enamel. A tough, durable, waterproof, high gloss enamel. Made to resist constant wear on floors of wood, concrete or pattemworn linoleum. KYANIZE Floor Enamel is self-smoothing--dries readyfor-use in 6 hours entirely free from brush marks, ridges or laps. It can be washed repeatedly without injury. Comes in black, white and 10 popular colors. KYANIZE Self-Smoothing Porch and Deck Enamel A durable, waterproof and weather proof enamel. Made to resist the sever est . weather conditions. Recommended for porches: of wood, dr concrete and for boat decks. Rain, snow and severe ex posure in hot or cold weather will not destroy this tough, durable enamel. Extremely easy to apply--it's self-smoothing. Dries overnight with a rich gloss. Comes in 8 shades. KYANIZE Self-Smootking Super Service PAINT A weatherproof, solid covering paint of outstanding durability. For use on the outside of houses and buildings of all kinds. Easily applied--flows- on smoothly. Has exceptional coverage and hiding properties. When it eventually ber comes necessary to repaint--KYANIZE presents a smoother surface which requires less preparation forthe new coat. Comes in 27 shades in'addition to white and black. Retail Salesman's SELF QUIZ on KYANIZE Products Q. What particular KYANIZE Finish brings out and beautifies all natural wood? A. Kyanize Floor Finish. Made to withstand hard wear on floors --it is excellent for all natural wood surfaces--woodwork and furniture. Floor Finish stains as it'yarnishes . . . comes in rare wood shades or clear. Q. Is there an enamel that can be used on walls or woodwork that will give the effect, when dry, of a hand-rubbed finish? A. Kyanize Celoid Finish will give this hand-rubbed medium gloss effect, without the effort of rubbing. Q. What is the outstanding feature of Kyanize Lustaquik Finish? A. Kyanize Lustaquik Finish is the pioneer of quick drying enamels. It dries hard in 4 hours. Q. What is the most economical way to renew old floors? A. One coat of Kyanize Floor Enamel--the solid covering finish-- has intense hiding and covering qualities. Its the economical , way to renew wood floors, concrete or pattem-wom linoleum. Q. When; customers ask for a highly weatherproof enamel for outside use, what Kyanize product should you recommend? A. Kyanizei Porch and Deck1 Enamel is an exceptionally water proof and weatherproof finish. Resists the severest weather. Q. Why is Kyanize House Paint called super service house paint? A. Made under a new long-life formula, it was marketed only after five years of most intensive test. The result is a weather proof paint with greatly increased covering and hiding power and amazing wearing qualities. The manufacturer of the merchandise described on this page will welcome any merchandising ideas of. selling suggestions you may have that will tend to increase sales of these products throughhardware stores; Ha r d w ar e Re t ail e r s ' Sa l e s Ma n u a l 61 m .* . ;-V. > * ~ .; I* ` V . __ %%S'i J ' i- VINT MATERIALS ^ V\ lute-Lead, Linseed OilW-- I quid Drier N u lonqkXeacLCaNow York, N. Y. How to 'Sell "Du t c h Bo y " Paint Products t r* ,n ''h Y <u THE DUTCH BOY LINE ... 'fiie Dutch Boy line of paint products includes soft paste :and ;heavy paste white-lead, linseed, oil, colors in pikliquid drier, Lead Mixing Oil, and wall primer; in other "words,-the materials needed to mix paint for a lasjmg job' on exterior of interior surfaces. ' Each one of these products carries the trademark > shown1 at t^e ri^ht---the Dutch Boy Painter--a trademsik.'which is fecognized the. country over as a symbol of high quality in paint materials. Ih. .selling the complete Dutch Boy One, you are not Onty offdripg ydu'r customers the ingredients for the highest quality paint ob tainable)- but you. are also offering them what amounts to a "paint for any purpose" service. DUTCH BOV Standoil Type Linseed Oil Standoil Type linseed oil is a new item in the' Dutch Boy line--an improved vehicle for exterior white-lead jr paint. Itjis not "new" in the sense of a discovery, having ! been used for rhany years in Holland in the preparation of bigh-gjrade enamels. Standoil Type linseed oil is pure linseed oil, specially treated to give it extra "body." It is used in place of raw or boiled linseed oiL It gives improved gloss and leveling qualities to ; paint and also corrects some of the difficulties due to adverse weather and surface conditions. Standoff. Type linseed oil contains no drier and the usual quantity of 'liquid 'drier should be added to the paint. It mixes easily and' quickly with white-lead,, either soft paste or heavy paste. Q. What sire the materials needed in mixing paint for outside wood surfsices? A- The materials needed are white-lead (either soft or heavy paste), linseed oil, Squid drier, and turpentine-, also colors in oil if the paint is to be tinted. Q. What materials are needed in mixing paint for outside stucco, concrete, brick or stone surfaces? A. The materials needed are white-lead (either soft or heavy paste) and Lead Mixing Oil; also colors in oil, if the paint is to be tinted. Q. How many coats are needed for a lasting paint job on exteriof surfaces? A. Three coats should be used on all exterior surfaces which have never before been painted--a priming coat, a hard body coat and a solid, elastic finishing coat. If the old surface is painted and in good condition, only two coats are necessary, the pruning coat being omitted. Q. Do unpainted outside surfaces need special preparation before being painted? A. Outside wood, brick and stone surfaces do not need special preparation before painting. The only requirement is that they be absolutely dry and free from dirt and jother foreign substances. Outside stucco or concrete should be al-. lowed to weather for six months or so before any painting is attempted. DUTCH BOY White-Lead Dutch. Boy white-lead is , sold in two forms--heavy 4 paste and all-purpose soft f paste. The former contains I 91% pure carbonate of lead I and 9% pure. linseed oil. The P latter contains 89% putt I carbonate of lead, 9%, pure I linseed oil and 2% pure tur- I pentine. Either grind of white-lead may be used in j painting interior or exterior i surfaces in fiat, eggshell or high gloss finishes. Most buyers, however, will prefer the soft paste because of the greater ease and speed with which it can be thinned to paint. The chief advantages to be gained in the use of white-lead are: (I) it enables the! user to mix a paint, which will be exactly suited to the type and the condition of the surface to be painted; (2) it produces a paint which may be tinted readily to any Shade desired, which, spreads smoothly and' easily), and which hides well and covers a lot of surfatt; .(3) it produce^a paint which, on interiors, gives a handsome flat or eggshell finish winch is washable and durable, and on exteridrs gives a hard gloss finish which will eventually wear down, with out cracking and scaling, to a smooth excellent repainting surface; (4) lit produces'a paint which usually is lower in cpst jthan any other paint any where' comparable in quality. DUTCH BOY Linseed Oil Dutch Boy linseed oil is avail able in three types---raw* boiled or the newer Standoil type. All"three oils ate pressed from selected, high-grade flaxseed to inSure,'good drying; propertied Due to the care with which they are processed, they are uniformly clehr, wellsettled and free from foots. Linseed'oil is used in all three | coats of faint for exterior wood surfaces and in'the priming, coat * for interior wood surfaces. When mixed with white-lead in the finish, coat on out side surfaces, it produces a paint which dries to a tough, glossy film which lasts loflg and1 wears down smoothly and stubbornly. DUTCH BOY Liquid Drier Dutch Boy liquid drier is a metallic type drier,. designed es pecially for use; in. whltedead paint. It should j be used in all paint mixed with raw or Statidoil type linseed oil in ,the ratio of' one. pint to each 1QQ` lbs. of whitelead. Used in the recommended amounts, it wilt jnot curdle1; the paint in the pot ior "burn"' the paint after' it is spread. The manufacturer of the merchandise described on this and opposite page will welcome any merchandising ideas or 'selling suggestions you may have that will tend to increase sales of these products through hardware stores. % s How to Sell "Du t c h Bo y " Paint Products PAINT MATERIALS Colors in Oil, Lead Mixing Oil, ! Wall Primer National Lead Co. New York, N. Y, DUTCH BOY Colors in Oil Oil colors sold under the Dutch Boy trademark are the. highest grade tinting pigments available-- developed especially for coloring Bwhite-lead paint. Dutch Boy colors in oil have the following points of excellence: (1) high tinting strength; (2) true color tone; (3) quick-miring con sistency. The high tinting strength of these colors is due to their purity and fine particle rise. Only a mini mum quantity is needed to produce a given tint. Their true color tone is due to care in the selec tion of raw materials and in controlled manufac ture. Standards have been set up after exhaustive study and are maintained through rigid control of materials and processes. The quick-mixing quality of Dutch Boy colors in oil is due to the "short", sift, buttery paste form in which they are sold. They require no thinning, may be added to the paint just as they come from the can, and will not cause lumping or streaking. DUTCH BOY Wall Primer Dutch Boy wall primer is a special primer developed for use' in painting interior porous sur faces such as plaster, wall-board, insulating board, etc. -It seals all such surfaces effectively and com pletely and it hides dark, off-color surfaces wtSt a solid coat thaLfi affords a good foundation for any type of wall finish. Dutch Boy wail primer is an.actual paint,, need ing no special thinners, It is used just as it;,comes from the can. It works easily under the brush and has a spreading rate on smooth plaster of about 800 square feet per gallon. PAINTING NEW OUTSIDE WOODWORK Materials Priming Coal Second Coat Third Coat Dutch Boy Soft Paste White-Lead .... . ch Boy Linseed1 03.... Pure Turpen tine ................. Dutch Boy Liquid Drier 100 lbs. 4 gals. 1)4 gals. 1 pt; 100 lbs. legate. Iy gals* 1 Pt 100 lbs. 3 gals. tpt. Gallons of Paint.. . 9 gals. 6 gals. 6J gals. Coverage (one coat)..... . S,400 sq. ft. 4,200 sq. ft. 4,375 sq. ft. REP4INI1NG OUTSIDE WOODWORK Materials First Coat Second Coat Dutch Boy Soft Paste White-Lead --.... ............ Dutch Boy Linseed Oil...... Pure Turpentine.... ............. Dutch Boy1 Liquid Drier 100 lbs. 2 gals. 194 gala i pt.1 pt. 100 lbs. 3 gals. PAINTING INTERIOR PLASTER For the; priming or first coat an imprinted plaster,; either Dutch Boy srali primer or the following priming coat may be used. Materials Priming Coat Second Coat Third Coal Dutch Boy White-Lead .... 100 lbs, Dutch. Boy Lej&d-Mtxihg Oil .I...l ;...... 4 to S gals. 200!lbs. lOOlbs. 3 to 4 gals. 3 to 4 gals. Gallons of'Paint. 7 .to 8 gals. 6 id 7 gals. 6 to 7 gals. Coverage !(80Cj sq. ft. per gai.) On. ptfiSviously painted piaster, the priming coat may be omitted. RED-LEAD -Red-lead, occupies practically the same position in the field of metal painting that white-lead occupies in the field of house painting. Mixed with pure linseed oil, it is the standard paint for the protection and preservation of iron, steel and other metal surfaces. Red-lead paint is insoluble in water, is not affected by ordinary atmospheric gases, sticks tightly to the surface it covers and is a true rust preventive. Pure red-lead is obtainable under the Dutch Boy trademark in dry, paste, and liquid form. DUTCH BOY Lead Mixing Oil Dutch Bpy Lead Mixing Oil is a special vehicle for use with whiterlead in sealing and decorating porous surfaces such as plaster, stucco, concrete and brick; either indoors ox outdoors. White-lead-Lead Mixing Oil paint dries to a. smooth,, solid flat finish so durable that it can be used equally well on out side or inside surfaces. On interior walls, it is impervious to such, things, as ink : stains, pencil marks, etc., and stapds up under repeated washings. On exteriors; it gives long-lasting protection, wearing: down stubbornly by gradual chalking* A striking proof' of the durability of Lead Muring Oil flat paint is the "heel test.'" You can actually grind your heel against a Lead Mixing Oil job that! is thoroughly dry and then clean Off the dirt without a trace of damage to the finish. In addition to Its durability, white-lead and Lead Miring Oil paint has re markable sealing and water-proofing qualities, j Like all white-lead paints, it brushes out. smoothly and levels off relatively free from brushmarks. More over, it has 'good hiding power. Q. What are tiie materials needed ip mixing flat paint for inside plaster, concrete, stucco, wallboard and similar porous surfaces? A. The only materials needed are soft or heavy paste white-lead, and Lead Mixing Oil; also colors in oil if the paint is to be tinted. Q. Do interior porous surfaces need a special primer? A. Normal interior porous surfaces may be primed successfully with whitelead and Lead Mixing Oil paint mixed ^according to the formula shown else where on this page. However, if the surface is full of fire cracks and more than usually porous, it is a good practice to use Dutch Boy wall primer. Q. Do unpainted interior plaster surfaces need special prepa ration before being painted? A. Unpainted plaster surfaces sometimes contain free alkali which is harmful to print applied over it. The safest practice is to wash the plaster with a solution of two pounds of zinc sulphate dissolved in a gallon of water. This will neutral ize the alkali. o. How many coats are needed for a lasting paint job on new interior surfaces? A. The best results are obtained when three coats of paint are used. Two coats are sometimes used with good success, but two coats- cannot be expected to cover as well nor to hide surface imperfections completely. Ha r d w a r e Re t ail e r s ' Sa l e s Ma n u a l 63 0000-NLI-000014535 PAINS MATERIALS I'amt'/Oi^iSeJaiid Interior^ Martm-SenoarCo. Chicago, IIL low to Sell MONARCH 100% Pure Paint MEASURE A PAINT THIS WAY Will it last longer? Will it go farther? Will it give the best appearance? Is it free of "inert" materials? Is it made ohly from pure white lead, pure zinc oxide, pure linseed oil, and pure turpentine? Is it versatile in; its adaptability to purpose? Has it the 0. K. of men who know their paints and are the big users? These and' other questions are answered here and on the opposite page. MONARCH 100% PURE PAlNT isj fhe finest because it is the purest. It is produced in proper balance according to a formula railing for only those pure ingredients necessary to 100% piure paint. It is a product compounded from the results of scientific laboratory:research and all-weather actual use. 1 MONARCH 100 % PURE PAINT costs less to use, goes farther, and lasts longer, because it's made with pure ingredients. It is a better paint. Q. "What is meant by 100% pure; paint? A. MONARCH 100% Pure'Paint is totally free from "inert" materials. It is the name of a product which-the test of 'time, scientific research and practical use have proven beyond| all measure of doubt to be the highest quality outside house paint--a paint that will go farther, look better and last longer. Q. What are the contents of 100% pure paint? A. Only pure carbonate of white lead, pure oxide of zinc, pure linseed oil, and pure turpentine, in the properipropprtions, can produce a perfect house paint. This is the formula df Monarch J100 % pure paint. Q. WTiy are some paints termed "adulterated"? A. Thpse paints containing ingredients; jthjat are not named above are called "adulterated" or "graded*" Only , the above named ingredients can make 10p% pure paint When any substitutions are used, or when any "inert" materials, are added, then jhe product is adulterated. Foreign materials '' that are usually- added to a^ulter4ted points are called "inerts." Q. What are inert materials and why are they used? A. Common inert materials used in adulterated paints are: ralrinm carbonate, known as'"whiting"; barium su^xha^e, [balled1 barytes; and silica, which is common sand; These inerts cost only- a fraction of the amount that is paid for pure lead andizine oxides. They ajre| added by the manufacturers simply to lessen the Cost of making a paint.! Under no drpumstahces can they do anything but detract from the quality of an outside house paint. Proof. If you ate interested!in proving aiy of the above facts, write to the Martin-Senour Co., Chicag), IHinok, and they will send to you with no cost or obligation, a very interesting sample kit and literature. With this kit you can thien make up your pwn. samples of paint with and without "inerts" and sefe the result of the-addition. ! Q. Why does Monarch 100% Pure Paint last longer? A. The pure zinc bx;ide tempers the lead jiist as: copper is alloyed with gold, so that it will wear. Q. Why does; a paint with a zinc base, i. c., Monarch, chalk less quickly than a paint with only a lead base? A. In, the.first place, zinc is harder than lead. Secondly, zinc will carry much more linseed oil than lead, Therefbrej the zincLlead-and-oil film will protect longer than just a lead-and-oil filth. Q. Will a zinc-lead base paint go farther than just a lead base paint? A. Lead andjoil alone will1 cover 300 sq. ft. of surface, two coats to the gallon. In compdrisonj the proper combination- of zinc, oil and lead which is Monarch 100% pure paint, will cover 400 sq. ft., two coats to the gallon. Iniaddirit|ii to feeing superior quality, you can see from these figures that Monarch, paint; is also more economical. KNOW YOUR ALLIED SALES COMBINATIONS Every product you handle is naturally associated in some way with some other product. Often the use of one product commands the use of another. You owe it to yourself to take advantage of these allied sales and your customer will appre ciate your assistance. During the painting season remember to ask all of your customers when they intend to do their painting. Never fail to suggest the seasonal merchandise every home needs when a purchase is made in your store. TAKE YOUR STORE TO ' YOUR CUSTOMER'S DOOR Effective handbills adapted to the seasons, featuring a goodly number of items, attractively priced, is a both timely and inexpensive medium of bringing people into your store. Deal ers that have used handbills consist ently are enthusiastic about- them. Martin-Senour has developed a new and unique service for stores that are interested in doing a better job with handbills.- Martin-Senour dealers benefit from this service as well as from other sales-helps. YOUR STORE IDENTIFICATION Make your store front "speak" to your prospective and regular cus tomers. Martin-Senour's "planned" advertising identifies your paint de partment from front to back of your store. It really "sells" paints. Con sidering the relative volume and profit you can make from your paint sales there is no place in the store too valuable for your paint department. Experience and actual survey figures prove that the front portion of the store is the right place for the paint department. Those same records prove your paint department to be your best business builder. Everyone -is a prospect for paint--make it easy, for them to buy from you by arrang ing your paint department in a "high light" spot in your store. 64 Ha r d w a r e Re t a il e r s ' Sa l e s Ma n u a l 0000-NLI-000014536