Document MmjG4YNvVkybpEEG2yXNQ2M9

Th e S. W. P. Published monthly by Tic k SwsRwrr-WiuiJUis Co. in the interests ol their Agents. Edited and printed in the Department of Publicity at 104 Canal St., Cleveland, where all cotamnnicntioni to the Editor should be sent. Vo l . VII. DECEMBER* 1905. No. 12 Ctpyright, IQOJ, by The Sherwin-ffiUiamt Ci., CUvtUnd, O. No portion of thin magazine can be used, eteept by She*wia-WUIUa agents and dealers, without full credit being given as Milovs: `'From THE S. W. published by The Sherwin-Williams Paint Co.*' The 25th Annual Convention. HE quarter-century consecutive annual convention of officers, managers T and representatives of the various divisions and departments of The Sherwin-Williams Co. was held in Montreal, Quebec, during the first week of November. It was an occasion of vastly more than ordinary interest. It was not only our twenty-fiftb regular annual gathering but also commemorated the thirtyninth year of our business and the tenth anniversary of consolidation between The Walter H. Cottingham Co. and The Sherwin-Williams Co., when we came into closer touch with the trade in the grand old Dominion ami into more pro gressive sympathy with the royal hearts fostered by that sturdy soil and climate. Moreover, it was the first S-W. convention ever held outside of the United States and only the second one in recent years held away from the Cleveland home. The wonderful strides in our Canadian business in the decade since we have been manufacturing in that country have not been less great than our magnificent gains at all of our other centres. The story of the success of S. W. P. in Canada is one that all our loyal agents should know. The difficulties of the establishment of our business there would have been disheartening to any save men who had an unconquer able enthusiasm for and belief in the possibilities of trade in none but the best goods. Our steady advance to the position we now hold as leaders of the trade in Canada speaks more forcibly than anything we could say for the merit of our products, the effectiveness of our advertising and the personality of the men who were the pioneers of good paint in the Dominion. S.W.P. has now supplanted cheap paint to such an extent that our agents are recognized as among the leaders of the retail business everywhere in Canada. The Walter H. Cottingham Co. was the first company in Canada to manu facture and sell the best goods only. It was founded in 1886. At that time consumers as a rule bad no idea of the economy of using good paint, and at the lSS THE S. W. P. very Btart there was hard competition with cheap products. The company grew steadily, however, and at the time, ten years ago, when it was consolidated with The Sherwin-Williams Co. as the Canadian Divisional began malting and selling a full line of high class products. The special train which was char tered from Chicago for the exclusive use of the representatives and man- fought the battles of The Walter H. Cottingbam Co. and now continue their success in The Sherwin-Williams Co.--in welcoming the representative body to the ground of their splendid achievements lent a warmth and en thusiasm to the occasion that was the forerunner of the spirit of confidence and ambition that characterized the whole convention. C Tie Stage of lie Ctmieatint Hall, Montreal Faclery. agers consisted of baggage, dining and buffet cars and sleepers, and was one of the finest ever run over the Lake Shore Road. Tt reached Montreal about j o'clock Sunday afternoon, October 29, having gathered on its way the representatives and managers of all divisions from Pacific to Atlantic and from the Lakes to the Gulf. The pride and satisfaction of the Canadian Old Guard--the men who The extensive new buildings and facilities recently added to the Mont real plant afforded ample accommoda tion for the meetings. The stage, where were seated the presiding officers, was handsomely draped with the twin flags of the United States and Great Britain,while the shields of the United States and the Union Jack were displayed be hind the platform with S-W. flags be- f 0007-SWP-000119260 THE S. W. P. 187 tween them. Above all was a ban was maintained throughout at the ner bearing the keynote for this con highest pitch of interest. vention--"Demonstration--seeing is Never before in our history have believing so many of our scattered workers "Demonstration" was emphasized in every way throughout the conven tion. Almost every one of the regular been assembled from such wide dis tances or brought together under circumstances so hearty and uniting. morning and afternoon sessions w u b The first session was called to order largely devoted to by Mr. Cottingham, learning the goods Vice President and --showing what General Manager, can be honestly and after roll call claimed for them and a cordial wel and why they are come for new and the best that can old to bis former be made for their home of Montreal, particular uses. he outlined briefly Many of the excel the pressure of the lences of S-\V. pro important work be ducts shown under fore the convention absolutely impartial and the necessity teats confirmed the for higher ideals salesmen in theirbe than ever before. lief that under fair He thanked all for conditions no pro the splendid work ducts excel, and few in the year just equal, the S-W. line ended, by far the in integrity of man greatest in our his ufacture and ability tory, as shown in to satisfy the con the graphic series sumer. of tablets exhibited The sessions above the stage and were systematically reproduced in these planned to cover pages. Conclud all the phases of ing, he said; the representatives' "If you were to ask work, to equip them Illustrating ear increase in sales from me to what 1 attribute with all knowledge 1S96 to J90J. the success of the Can which they can adian business, 1 turn to use in assisting the agent and would not hesitate to say, Erst, to the men who have worked lay a foundation for the work which so hard and faithfully for the business; is sure to make the coming year a long step ahead in S-W. sales and profits everywhere. Every morning and every afternoon second, to the principles and methods they employed, and next, to the good goods which they handled. That is the combina tion--good men, good methods aod good goods--that will win anywhere, whether it in the week was devoted to careful study--work made light by the uni versal enthusiasm and eagerness which is selling paint in Canada, tea in China or diamonds in Africa. It makes very little difference what you are selling, where you ate selling it and when you are telling it. O' I 0007-SWP-000119261 iSS THE S. W. P. The important factor is alway# the men and tion of the Division Trophy, which theit personality; not in time, place or cir cumstance, but in the MAN' lies success." Mr. Sherwin's appearance in the hall was met with a most emphatic outburst of applause--an expression ol loyalty and enthusiasm such as few men are privileged to receive. was offered for the first time last year and carried off by the Southwestern Division. This year the same divis ion, with the officers and representa tives, the agents and dealers, working together, repeated their fine record and again were awarded the prize, He referred especially to his satis with genial congratulations and assur faction in the sturdy growth of the ance that the other divisions were business in Canada as well as else close after them and were in for a where and to his pleasure in coming better finish next year. face to face with those who have The trophy is a large bronze, been so active and successful at the mounted on an Italian marble ped front, as well as with the new men estal. It was designed by the noted who are to aid in holding up our banners and spreading French artist Picault, who called it "The Voice of Pto- our goods gress". all over the The Ad world. vertising A special Session, on welcome to Friday af all from the ternoon, Canadian was the oc District was extendedby casion for displaying Mr. Ballan- the book tyne. Man lets, fold ager, and ers, color the conven folders, tion then etc., many settle d Main Building / tie Montreal Factory. of them new down to that will be hard work. used in the coming year. They A great deal of interest was mani were displayed on a large bulletin fested in the awarding of the annual board occupying the whole platform, Top-Notchcr prizes and the Division and the overflow spread to tables Trophy. and pillars, showing a line of helps Some of the agents have seen the of which no other paint dealers can badges worn by the Top-Notcher rep famish the equal. The satisfaction resentatives, and have some idea of the was spontaneous and the general splendid straggle which goes on opinion was that nothing had been through the year for these highty- spared to help every S-W. agent to a prized trophies. The honor of winning larger and better business than ever is great, and the interest is keen to the before. last day of the competition year. There was a smoker on Wednesday We give in these pages an illustra evening in a private hall near the t f 0007-SWP-000119262 TUB S. W. P. 189 Windsoi Hotel, convenient with stage, piano and other accessories. The program was impromptu, bat man/ of our boys are good enter tainers and the hours flew by with songs and stories, jests and mono logues, while at frequent intervals the several division yells were shouted with an earnestness which showed well the vigor of the hearts behind them. The convention song for the year was intro duced at this time and was 3ung and resung and sung again, each time with greater en thusiasm. Here it is: II I've worked for years at this here trade of paintin'; I've used all kinds of stuff that you could name; I've loafed ir some, and worked till near to faintin'; There's nothing that I've missed in this old game. But now my work comes regular and steady-- I've found the goods that beats 'em all a mile. With Sherwin-Williams, true and always ready, I get the biz--and that U why I smile. Cuoavs. Another hearty fav orite was the rollicking old familar "In the Good Old Painting In a Pail of S. W. P. TuneO-l4d,luApthpeleaThraeilee."of the Time0: Tune--"In the Gc vk I Old Summer Time." II The painter man with joy his brush was swinging And all the while he whist led off a tune; The slip-slap of his brush was gaily singing; The world seemed brighter than a harvest moon. A brother painter from the street called to him-- "Whence comes your glad ness: why are you so gay? Where do you find the fun in what you're doin'?" Then unto him the painter man did say: There's a time drawing near, to bring ns good cheer, The good old painting time; Not just in the spring for the fall can now bring The good old painting time. With our push and promo tion, we raise a commo tion. In good old painting time, Soon summer and winter will surely begin ter Be good old painting time. Ch o k l s . In a pail of S. W. P. Ch o r c s . There is pleasure and profit for me; In the good old painting time-- There is lead, zinc and oil In the good old painting Made to lighten my toil, Trophy toes /tribe second time time, And it'sbacked by a strong by the Southwestern Division* Strolling through the guarantee. country towns with a Oh, it shines, and it coven, and wears, good old line, Ami it ends all my troubles and cares, S. W. P. is all we see, and that's a very So come join the rush good sign. And we'll all dip a brush That it's the paint they always nse In a pail of S. W. P. In the good old painting time. t f 0007-SWP-0001 190 THE S. W. P After the smoker was over the men fell into line and marched to the hotel, singing S-W, songs, ending in the rotunda of the Windsor with "God Save the King." But the banquet, on Friday even ing 1--this was the occasion where royal good fellowship, unbounded enthusiasm, and heart to heart inter national sentiment assumed full sway. Itwas no heavy formal public function, the Canadian Division, presided to introduce the few speakers after lull justice had been done to the satisfac tory menu. There were but two regular toasts proposed-- 1--King Edward ; 2--President Roosevelt and as these names were announced the universal demonstrations of ap- C Sptcial Train which tarried the Reprtjenlalivei to Montreal and return. but a restful, gladsome and inspiring close to a busy and profitable week. The banquet room in the Windsor Hotel was beautifully decorated and softly illuminated in harmony with the informal character of the gathering. There were about 225 officers,man agers, representatives and guests who had come from nearly every portion of this broad earth, and rarely has the beautiful dining room of the Windsor offered mare royal hospital ity to such an earnest, high spirited, determined gathering. Mr. C. C. Baliantyne, Manager of plause expressed how every heart shared the thrill of common sympathy and felt closer bound than ever in the ties of national brotherhood. President H. A. Sherwin was then called upon and greeted with rous ing cheers. He referred briefly to the staunch policies of the Company ad hered to so closely in all the past suc cessful years, and the pride with which he had seen the business pro gress. He had rejoiced in the mar velous gains of the Company during the short ten years of Canadian busi ness and looked confidently to the l 0007-SWP-000119264 THE S. W. P. 191 future for far greater success than ever before. Mr. F. D. Monk, M. P., referred most enthusiastically to the great industrial success of the United States and expressed special satisfaction in the peaceful invasion of Canada by a business enterprise so forceful and all-compelling as that of The S-W. Co. Acting Mayor Clearihue, of Mont real, gave a cordial welcome to the city. Rev. Dr. Johnston referred in a very happy way to bis interest and pleasure in such a gathering and regarded co-operation and not com petition as the soul and substance of successful commercial life. The evening was much enlivened by frequent S-\V. songs, interspersed with solos and monologues by Mr. Duquette and Mr. McLaughlin. The banquet closed with the national anthems of the Unfted States and Great Britain, sung under the united flag3, then all joined in singing "Auld Lang Syne." It was a memorable occasion. And so passed the banquet, closing the annual convention for 1905 and landing us on the msbing tide of busi ness for another year. It is safe to say that never were our prospects so large, our facilities so ample, our force so propelling or our hopes so confident. We regret that it was impossible for every one of our dealers and agents to have a personal share in the spirit of this grand convention, but we know it is the opportunity of each and every one of you to enjoy a liberal portion of the success which it ensures. An Angell Tries S.W.P. In Paradise. "You will no doubt be interested to learn that we have sent some S.W.P. to Paradise, where it is giving the ut most satisfaction. "By a most curious coincidence the salesman's name who took the order is Angell. "We note you guarantee S. W. P. won't crack or rub off. "We haven't had a chance to send it to the `other place,' but presume you'll guarantee it even there. `Yours faithfully, "Hc k ik i.k v Sr Co , Lt d ." Maryborough, Queensland, Oct. 20, 1905. The trouble is that in the "other place'' it would hatdly stand a fair chance to be honestly applied. Personal Litters Endorsed. "We wish to endorse your system of direct mail advertising with painters, architects and contractors. This has materially assisted us in pushing S-W. products and we hope to see a con tinuance of this work the coming season. "We are highly pleased with the record of S-W. products and hope to make a still better showing in 1906 than we have in the past years. "Very truly, "Ca r x a h ax Dnrc Co. "I. H. Carnahan.'' Fort Smith, Ark., Xov. 9, '05. Another Vote. "These `Personal Letters' ate of great help to us, securing a great many orders that we would not other wise get. Pr ic e Ha r d w a r e Co." Porterville, Cal. 0' f 0Q07-SWP-000119265 192 THS. W. P. d The Dining Room of the Montreal . CHANGE IN PRICE. HE following notice of advance was mailed to the trade in n the United States on Decem ber 1st: Owing to the constant advance in the coat of production during the past three years and atao the recent increase! in coat of Important raw materials, we are compelled to make an advance in price of The Sherwin-Williatna Paint, Prepared, and Porch Floor Paint, in all sizes, of fire cents per gallon--the aame to become effective today. In explanation we desire to say briefly that in addition to the very decided in crease in'tabor costs and advance costs of such accessories as wood and tin pack ages, etc., which have been obtained for the past three years, recent markets on dry white lead, zinc, pure spirits turpen tine and many other raw materials and accessories have advanced very serious] lo the paint manufacturer--so much so 1 to make it impossible to continue previoi prices on the lines named, if former qua ilies are to be maintained for tl future. It is needless to say that under the d cumstances and in the interest of both o customers and ourselves, we saw no altc native, except such action as we ha taken. We have planned a more forceful ca paigo and more effective helps to me our goods from our customers shelves 1906 than ever before and given such lo' and enthusiastic support from the trade we have had in previous years, we prom a more successful sale of our products the coming year than ever before. GET THE BUSINESS AND GET THE PRICE. HE prospects for a big volume of business ate not io the least dis turbed by the present increases in the price of paint materials. Trade conditions were never in a more healthy state. The feeling of good times and commercial progress that prevails throughout the United States and Cana rests upon a very solid foundation of sou business and good crops. There is an sured demand for paint among all use and an opportunity for splendid increa in sales that the retailers and manufactur have not enjoyed in many years. W f 0007-SWP-000119266 THE S. W. P. '93 C tary--.1 Lunch During Chi Cmvat/iint. good goods and good methods every paint dealer should find it an easy matter to go out and get the price that market condi tions warrant. With white lead, zinc, and turpentine showing a strong advance over a year ago, and with linseed oil firm at practically its old figure, there was nothing surprising or unsettling in the recent increase in the price of prepared house paint. Taken together with the constant increases that have come in the last three years in the cost of labor, lumber, tin plate, and other necessary items in the production of good paint, it would have been most astonishing if pre pared paint prices hadn't gone up. The increase of five cents a gallon is tittle enough to cover the steady reduction in profit and if there had been an advance in linseed oil, five cents would not be sufficient. The paint manufacturer who refuses to reduce the quality of his paint can do nothing to protect himself against in sufficient profits except increase the price. There are many agents for S.W.P. who have been selling the paint at too small a profit, much smaller than the value of the paint warrants. The present condition is the opportunity for such agents to increase the price ten to fifteen cents a gallon or enough to give them an adequate margin of profit. The paint is worth every cent of it, and in the face of competitive prices on lead, zinc, and turpentine, and with the reputa tion and quality back of him he should have no difficulty in getting his price. We consider the present a most auspici ous time for the paint retailer who be lieves in good quality to go out after the best year's business he has ever had, at a good, fair margin of profit. We are confident that S.W.P. agents will see the opportunity and make the roost of it, and our estimates for the year's busi ness are just as high as they were a month ago. * Those 'who hove finished by making all others think with them, are those who be gan ly daring to think for themselves," --Co j j v t -s t io k Mono. 1_____ f 0007-SWP-000119267 SUCCESSFUL S.W.P. AGENTS. Q. C. Kellogg. Tiskllwa, III. E believe that there are really very lew dealers or agents H who fully appreciate the growing capacity of the paint trade in their locality. There are very few commodities which appeal so strongly to the care ful buyer as a high grade, full meas ure, wide covering and durable paint like S. W. P. Such paint, properly applied, is not an expense; it is an investment, in two ways. In the first place, it actually in creases the market value of the prop erty far more than the cost of paint and application, and furthermore, as an insurance against deterioration and decay, it protects the buildings and greatly prolongs their usefulness. Painting is more necessary than (ire insurance because a house may never burn down, bat if not well paiDted is bound to run down, and that much sooner than many ap preciate. Examine numbers of the structures you meet with and look at the surface through a good glass. You will see how open are the grains and pores of the wood, exposing the solid body of the lumber to the destructive forces of sun and rain, dampness and frost, and heat and cold. How they cry for filling and covering 1 There are other conditions as well which magnify the opportunities even in a small town for an agency field, but we lack space to refer to them at this time. We give, however, herewith some illustrations of work secured recently by our agent, Mr. G. C. Kellogg, of Tiskilwa, 111., and we prefer, as iu all cases, that he should speak for him self and give his opinion from a com munity of abont 1000 population: "As to our S. W. P. trade--after an experience of twenty years with various mixed paints, in which we met with indifferent success and much dissatisfaction, we came to the con clusion that we must find the test, irrespective of prices, and stick to it until quality won the day. We thought we had found it in the S. W. P., and after an experience of twelve years we are sure of it. While there has been great improvement made in all good brands of paint during that time, we still have unbounded confidence in the entire S-W. Line. "What it wants, however, is a `square deal' on the part of the agent and also the painter, which is often a difficult thing to obtain; and for this purpose we have adopted the method of keeping a paint record. This com prehends : Parties to whom sold, date of sale, kind of building, condition and how treated or primed, colors used, name of painters, and weather or other conditions involved. In this way we have frequently prevented an injustice to the goods, to the patron, and to our own trade. We wonld advise a general adoption of a similar record. "Our purchases for 1904 of The S-W. paints were $525.00, our field a village of about 1000 with a farming country surrounding it. "Wishing The S-W. Company and its army of dealers in the field con tinued success, I am Very truly yours, G. C. Ke l l o u h ." Buy a fait stock, have a plenty for urgent calls, then posh it strong--and see that the goods have a "square deal." THE S. W. P. I9S C Sente of the houses in Tijhihva, III., whose owners have recently found satisfaction in S. W. P. G. C Kellogg, S. IT. P. agent. f 0007-SWP-000119269 LETTERS FROM AN OLD RETAILER TO HIS SON. NO. 3. From James Clark, traveling for The Sherwin Williams Co. in Northern Illinois, to his son William, at Port Centre, M'ch. William has completed his first month of business experience in Jones's Hardware Store. Elgin, III., Dec. 8. 1904. I hear and read a good deal about Dear Billie: how a boy shouldn't be afraid to make There is just one lone sentence in mistakes, but most of the boys I run your letter of the first, outside of the across don't need that kind of advice. home nears, that held my interest. When it comes to making mistakes they It's where you say that Jones doesn't don't know what feat is. They're as. seem to be taking any notice of you used to them as our old mare is of the except when you make some bad cars, and you can drive them up to break that calls down his wrath upon where they catch the steam from the yon. engine and they never turn a hair. You're probably disappointed be I'd rather tell you to have a good cause he doesn't fall all over himself wholesome fear of making mistakes. to pat yon on the back and chalk your Don't be a coward about it, of course, name down on the honor roll every and don't pass up all the new prop time you do what you're hired to do. ositions that come your way just be Trouble is you haven't been out of cause there's a chance for mistakes school long enough not to expect lurking in them. Have plenty of credit marks showing just where you nerve always, but use your nerve with stand each day. intelligence. Give your brain some Let me explain right here that any exercise, put it through a few Swaboda fellow holding a job down will be a movements just before you tackle the lot happier and do his work a lot bet new proposition. Be just sufficiently ter if he isn't always on the lookout afraid of making mistakes to realize for bouquets from the boss. It's only that your thinking apparatus is one of when the pay envelopes are passed the best mistake killers known to around at the end of a year's good science. and faithful service that he has any Business success in these days comes business to look for praise and com to tbe fellows who make the fewest mendation. The rest of the time he mistakes. Things are moving too fast should understand that no one will to give anyone time to make mistakes take the pains to point out his record and then spend as much time again in unless it's so bad it's losing money unmaking them. You can't take two for tbe firm. steps forward and one back in the race In other words, Billie, if Jones for business. doesn't seem to be taking any notice I take the opportunity to mention of you, it's pretty safe for you to go this so you can see the way to keep home with a happy feeling under your out from underJones's wrath, and yet shirt front. The only time you need really do things. to harbor any dismal doubts of your You know I have a great admiration success in life is when he does take for the boy who does things and who notice and shows yon the error of does them right. I met such a one your ways. His silence is pretty near yesterday in Towsley's store at-------. a golden sign that you're making I've been calling on Towsley for years good. and always selling him a much smaller THE 3. W. P. 197 bill of goods than I knew the oppor tunities of the town warranted. Bat Towsley has so many interests outside of his store--he's town selectman, county commissioner, gTand master of his lodge, real estate dealer, and a few other things--that he never has time to give his hardware business real serious attention. His two sons, in the store with him, have just regularly loafed on the old man and have been about as keen after business as a two days old puppy. The store always looked like an old junk shop and they never took the lawn mowers and the ice chests out of the window until the week before Christinas. In spite of all this the old man's popularity and Us political pull got him more paint business than any of his competitors, and so I stuck to him, though it always made me blush to see the agency sign in such sur roundings. Well, it seems that one of the boys got tired of working so hard and the old man had him appointed county tax collector, and hired a young chap named Joe to clerk in the store. This all happened between my trips and so I wasn't prepared for the shock that came when 1 walked up Main street and saw Towsley's old store. 1 thought the place had been sold to John Wanamaker. The front was freshly painted, the sign newly let tered, the windows were shining like Mother's company tumblers and were both trimmed with the slickest, neat est displays of paint and hardware that I've seen in many a day. And right out in front, where I like to see it, was the agency sign with not a speck of dust on it. 1 certainly threw out my chest when I walked under it and went inside. There was fresh paint and neatness and orderliness and cleanliness every where inside. If the place had looked like a junk shop before, it looked like the best on State street now. I felt like pinching myself to see if it wasn't all a dream. But it was a reality, and when I had it all explained to me, I saw it was just the simplest kind of reality that comes from intelligent, hard work. you see Joe had had about three months time to get his revolution into full swing. At first I couldn't under stand how he had hypnotized old Towsley into spending the money. The old man hadn't spent a cent on improvements in ten years and I had long since stopped trying to wake him up with ray advice. But Joe hadn't asked for money-- he had only asked for a chance to work harder than anyone else around the,place. He had done all the out side painting himself and had pushed things around and rearranged the heavy stock with the help of the stove man in the repair shop. He had scrubbed and polished windows, dnne a lot of odd carpenter jobs on the counters and shelving, made a few cans of Floorlac cover a multitude of sins, set a new pane of glass in the cutlery show case, had dug up a lot oi good advertising show cards from under the counter, dressed a new window every week, had spent a few evenings out with some of his chums tacking up fence signs, had changed Towsley's time honored standing ad in the paper a couple dozen times, had swept the store every morning, waited on trade with an agility and briskness that surprised the natives, had read and studied all the paint and hardware advertising literature he could lay his bands on, and had slept soundly eight hours every night. Joe told me confidentially before I i. f 0007-SWP-000119271 198 Th e S. W. P. leit that there were a good many things he hoped to do before the paint season opens, but the holiday trade was occupying most of his time and attention just now, and he couldn't afford to make any further improve ments for a while. If I'm not greatly mistaken S.W, P. sates in---------- will be doubled next year and old Towsley will be wonder ing why he was asleep at the switch so long. Sometimes I wish I were young again so I could do it all over the way I now know it should have been done. You and Joe are greatly to be envied. Your affectionate Fa t h e r . P. S. I trust I have made no mis take in classing you with Joe. THE SPRING CALENDAR-CIRCULAR IS NOW BEINQ PREPARED. Get in your List early. 10jASs..'iTrcyuelaarr'swassprtihneg Calendarbest piece HkfTM! advertising we ever did. The Calendar for 1906 is a little better in every way. The accompanying illustration shows the 190611E. " It consists of to pages. On the outside, beneath the calendar, is the space where the agent's name, business and address is printed. The articles are well written and concise Beside telling why S. W. P. should be used, they deal with the use of our shelf goods and floor finishes. In con nection with the latter there are three colored interi ors of rooms, showing color schemes of our different floor finishes. The houses shown are colored with the exact shades of S. W. P. specified, with the idea of suggesting harmonious combina tions which can be followed out by the prospective purchaser. In a small envelope are samples of shades of S. W. P. These features make the circular the strongest trade winner that can be distributed among your customers. We want a carefully selected list from every agent this year. Include only property owners and prospective customers. A good deal of waste can be avoided by taking care to have only the name of possible enstomers. If you have used our ``E" calendar, revise your last year's list carefully and bring it up to date; if you are a new agent, fill in the blank provided by our office for the purpose with the names of property own ers you would like to sell and send it in to our nearest office. This is at no cost to yourself. Right now is the time to pre pare your list. Don't put it off until too late to get the benefit of the calen dar. This is an opportunity that you cannot afford to neglect. We must have these lists early on account of the enormous number of calendars that must be enclosed and addressed. Don't be one of those whose list arrives too late to be in cluded In the general mailing, and thus lose opportunity for better trade. Start yours now. 0007-SWP-000119272 THE S. W. P. 199 SOME HINTS FOR CHRISTMAS WINDOWS. N the following page is shown Sprinkle "snow" over the whole. The B a paint window specially got top of a bag. sticking from the chim ten up for Christmas, the ney, is stuffed full of articles which idea of which may also be project, as if Santa Claus were just successfully employed in showingdoetshceernding. Some footprints along wares, as hardware, perfumery,thtoeil"ertoof" would make the idea more articles, etc., with appropriate letter suggestive--perhaps you have some ing oi holly in the background. Floor Finish footprints which would Daintiness is an essential in the at add something to the display. Ap tractive showing of Christmas speci propriate signs would be "Santa alties. The white cheese Found What He cloth or other drapery Wanted Here--so Can should be immaculately You".; "Pleasing (rifts clean to contrast with for Everyone's Chim the fresh green and red ney". of the holly. The accompanying il Another window which lustration shows an idea would be adaptable ior which has been used with various stacks is the success by some enter "Christmas Tree Win prising dealers. The dow". "Plant" the tree earth is made of card --one with good thick board with wires stretch foliage--in cotton bat ing to the S. W. P. can ting or other white ma suspended above. Over terial, sprinkled with all is twined the holly, powdered mica to give which completes a strik a frosty, snowy appear ing and unusual picture. ance. Hang on the tree With these bints you the various articles you wish to advertise, and and your assistants can draw to your store the sprinkle some around in attention that means the ` `snow". Letter off purchases and a highly hand some signs, such successful holiday trade. as "Our Family Tree" ; "Something Only a little ingenuity with the in for Everyone in Your House"; "We expensive materials required will ob Want to Help Decorate Your Tree": tain the results we have described. "Suggestions--Come in and See It will be a profitable investment. More". These signs should be cut Start now and change your window from cardboard in some appropriate several times before Christmas. There shape, as tbatsof a bell. are specialties enough in your stock An attractive and novel display is to make it worth while, and it is al the "Chimney Window". The floor most a problem to give them all a of the window, rising toward the chance to sell as they will when prop back, is represented as the roof of a erly displayed. Your own ingenuity house. Mike a chimney of card will suggest other ideas in addition board, with the bricks painted in red. to those given here. 0007-SWP-000119273 2IX) THE S. W. P. A PLEASING DESIGN FOR CHRISTMAS DISPLAY. 'PHIS window, while extremely simple, has an attractive color combination J[ that makes it noteworthy. The clean white tlrajHtry trimmed with green and red holly makes a suitable background for the display of other specialties that the dealer wishes to advertise. The letters of holly are made by cutting them from heavy pasteboard and covering completely with holly, held on by black thread. 0007-SWP-000119274 0007-SWP-00011927i