Document O1dQex7VEVxwLZpGRe60qxyxj

N29152 Sh e r w in -Wil l ia ms s ig n s Sherwin-Williams Electric Signs Sherwin-Williams Electric Signs are offered only to Authorized Sherwin-Williams Agents in those commu nities where the signs will do the agent the most good. The line of signs is large enough to embrace all types of communities and all types of stores. Electric Signs are the best mark of identification that a store can have. They are a day and night, all-time, sales making asset to any business. Prices quoted in this catalogue are net to the Agent, including all hanging equipment, F. O. B. point of manufacture. They represent from one-fourth to onefifth of the retail cost of similar signs. Through quan tity purchase, and because of the fact that The SherwinWilliams Co. takes a large percentage of the cost of the signs into its own expense, these prices are so low as to make Sherwin-Williams Electric Signs an investment not easily overlooked by up-to-date and active dealers. i-- 0007-SWP--039750 0007-SWP-000123136 Sh e r w in -Wil l ia ms s ig n s Some Important Points Concerning the Sherwin-Williams Electric Sign Proposition 1 This proposition is co-operative. The Sherwin-Wii-. liams Co., through its quantity purchase policy, gets an excellent cost from the manufacturers of the signs. The Sherwin-Williams Co., also accepts into its own expense a large percentage of this cost. The agent's cost represents from one-fourth to one-fifth of the retail cost of the signs. ' . : 2 Prices quoted include all hanging equipment, and are net to authorized Sherwin-Williams Agents, F. O. B. point of manufacture. ' 3 Agent ordering sign should first obtain local permit to hang it. This prevents getting a sign which local ordinances will not allow. 4 Agent will pay shipping and hanging charges, will equip the sign with bulbs, and pay for the operation of the sign. 5 All Sherwin-Williams Electric Signs are made by rep utable manufacturers and are approved by the Na tional Board of Underwriters. Sherwin-Williams Electric Signs should be ordered on the contract-order blanks which are supplied to Sher win-Williams representatives. of 0007-SWP--039751 0007-SWP-000123137 Sh e r w in - Wil l ia ms s ig n s Specifications--Five feet wide, by two and one-half feet deep, double-face, made of 18-gauge Armco iron finished with five coats of porcelain enamel baked on at high temperature. Colors rich and permanent, dark blue background, agent's name, "Paint Head quarters" and Sherwin-Williams trade-mark in brilliant red, words "Sherwin-Williams Paints and Varnishes" in white. Space for one-line imprint, or other word, at top of sign. Illumination furnished by six 75-watt lamps, three on each side of sign, reflected down on each side from hood, which is enameled white on underside. Price--Retail price of sign from $90.00 to $100.00. Price to Sherwin-Williams authorized agents, $WW; net, F. 0. B. Ellwood City, Pennsylvania. /l~oo Shipping--Weight of sign, crated for shipment, including all necessary hanging equipment, 170 pounds. Sign shipped by freight collect. IMPORTANT When ordering this sign^ be sure and print the imprint instructions dearly* One line imprint only is allowed. It may be the agent'* name, or any other word or words ' that be may wish. --3 -- 0007--SV7P--039752 0007-SWP-000123138 Sh e r w in -Wil l ia ms SLg n s TYPE B-1 Specifications--Diameter of sign, 21 inches; diameter of glass, 16J/ inches, double-face, metal frame finished in dark blue enam el. Colors on glass, red and blue, burned in, non-fading. Hanging bracket, wired complete, furnished with necessary guy wires. Illumination furnished by 75 or 100 watt bulb inside frame, reflecting through the fired glass faces. Price--Retail price approximately thirty-five dollars. Price to authorized Sherwin-Williams Agent, $1J ftp" u t, F. 0. B. Cin cinnati, Ohio. Shipping--Weight of sign, boxed for shipment 30 pounds. Signs shipped by express only. TYPE B-2 ' Specifications--Same as Type B-1, except that instead of hanging bracket, a wall upright bracket is furnished, wired complete with socket. Can be used as interior sign in paint de partment. Illumination, price, and shipping, same as Type B-1. --4-- 0007-SWP--039753 SHERWIN-WIUUAMS SIGNS TYPE D Specifications--Three feet wide by 12 feet high, doable face, made of 18-gauge iron finished in non-fading porce lain enamel. Color, dark blue, with orange and yellow border and trim. . Words "Paint"and Sherwin-Williams trademark illuminated -at night, flat glass. Words "Sherwin-Williams" Vpd "Headquarters" stencilled on to the sign. ' '' Illumination furnished from interior of signyfrom 13 50- watt lamps, showing through the word "Paint'1 and the "Cover-the-Eartn" trademark only. , Price -- Retail Price from $250.00 to $280.00. Price tjv authorized Sherwm-Wjlfiafias Agents, $6efiGrFr-0rrT3..Kala- mazoo, Michigan. Shipping--Weight of sign, packed for shipment, 350 pounds. Sign shipped by freight collect. Typa 0-3 Sign (For our recommendation, see Type D-3 Sign) * Si - TYPE D-1 Same as Type D sign, except that the word "Paint" appears in raised opal glass letters. ^ Price to authorized Sherwin-Williams Agents, IWi'OOv get y (For our recommendation, see Type D-3 Sign) 0007-SWP--039754 &si- 0007-SWP-000123140 SHEtiWlM-WlLUAIHS SIGNS TYPE D-2 Same as Type D, except that all lettering on the sign is illumi natedin flat glass. v - i *' : : vr* r * * - Price to authorized Sherwin-Williams Agents, flfliwO. o-o ' ' "* \ . - . ^ v. " rr . (For.our-recommenrcfation,/see Type D-3 Sign) m* <. ... / ' ' o TYPE D-3 Same as Type D-2, except that all lettering on the sign appears in raised opal glass letters. ip* Ni THIS SIGN IS THE BEST ONE < WE HAVE TO OFFER, AND PRESENTS THE GREATEST >* VALUE TO THE BUYER.......... d Price to authorized Sherwin-Williams Agents, $S5iW. Imprint--For an additional $5.00 we can furnish a small panel, which will hang below the sign, bearing the Agent's name, but this panel is not recommended on this type of sign. SPECIAL--We can furnish a special border of bulbs, for steady burning, for any of the Type D signs, for an additional cost of $28.00, or a bulb border with'flashing sockets having high speed action running around the sign, for $58.00. This border necessi tates 58 additional small bulbs, and colored caps can be furnished for these, giving a number of different shades, such as red, green, blue, canary, or opal. ^ --6-- dr 0007-SWP-039755 0007-SWP-000123141 r~'- $ SHERWIN-WiLUAMS SIGNS TYPE E Specifications--Six feet wide by 2H feet high, double-face, made of 18-gauge iron finished in porcelain enamel. Color, dark blue with orange and yellow border and trim. All lettering in raised opal glass letters. Word "Headquarters" can be changed for any other word or words of the same or shorter length, at no ad ditional cost. This word also illuminated in raised glass letters. No word of more than seventeen letters allowed. Single line im print only. . Illumination is furnished by 22 50-watt bulbs on the inside of the sign. All words and trade-mark illuminated. Price--Retail price 1250.00. Price to authorized Sherwin-Wil- . liams Agents, F. 0. B. Kalamazoo, Michigan. 4'/- TYPE E-1 . .> Same as Type E Sign, except that all lettering appears in flat glass letters. Price to authorized Sherwin-Williams Agents, $6(h08. 'S'i-tr-o Shipping--Weight of these signs, packed for shipment, 275 pounds. Sign shipped by freight collect. / If no Imprint instruction* are ffirea* when ordering Type E signs, thej wilj be furaithedl with the word "Headquarter#" mm Ulwtnited. Imposts are furnished is place of this word, ss specified. . 0007-SWP--039756 v 0007-SWP-000123142 SHERWIN-WILLIAMS SIGNS TYPE F o Typ f Sian Specifications--Three feet wide by twelve feet high, double-face, made of 18-gauge iron finished in porcelain enamel. Color, dark blue, with orange and yellow border and trim. All lettering ap pears in raised opal glass let ters. Illumination furnished from the interior of the sign, from 25 50-watt lamps, all words on sign being illuminated. Price--Retail price of this sign about 1400.00. Price to Sherwin-Williams authorized, -^7- agents, __O^RT Kalamazoo, Michigan. Shipping--Weight of sign, packed for shipment, 385 pounds. Sign shipped by .. freight collect. j TYPE F-1 Same as Type F, except that word "Hardware" is replaced by the word "Lumber," and that there are 29 lamps in the sign instead of 25. Price to Sherwin-Williams authorized agents, T*? 0 5 Bulb border** for constant illumination* or running ac tion around the sicn* can be furnished for Types P and F-1 Signs at same pri^^ as for the Type D Signs. 0007-SWP--039757 0007-SWP-000123143 ADDENDUM TO ELECTRIC SIGN CATALOGUE TYP VTe are pleased to announce another addition to our line of Electric Signs, for sale to authorized Paint Headquarters Agents. This is the Type F 2 Sign. It is the same design, size, and construction as the Type F Sign, which is illustrated in your catalogue, except that it carries the word, WALLPAPER, in place of the word, HARDWARE. This completes our line of Type F Signs, as we can now offer them with a choice of the words, HARDWARE, LUMBER, and WALLPAPER. The price of the Type F 2 Sign to Agents is the same as the price of the other Type F Signs - namely, F.O.B. Kalamazoo, Mich. KEEP THIS NOTICE WITH YOUR SIGN CATALOGUE IN YOUR PRICE LIST Dist Mgrs. Trade Sales Mgrs. Credit Managers. Trade Sales Reps. Chief Clerks. ' LFC WMS CML LWD EWG CFT AOF SAD WFI 0007-SWP-039758 0007-SWP-000123144 A'. Cu. ' ' 6. y^fo * * %7f * * %** / >^7 /<? ^-57 ^ <5* / S"&, <j 0007-SWP-039759 0007-SWP-000123145 S-W CIRCULAR AGENCY SIGN SPECIFICA Diameter: Disc 33". With N Finish: Six colors, finished in Transformer: 1-4000 volt-30 Lamps Required: 2-60 watt. Current Consumption: Appr hour. Reflectors: Hoods furnished Hanging Equipment: Sign sus conduit, with total project arms of V4" galvanized con materials furnished: 4 - VS sion shields, 4 wall angles ft. A" galvanized cable. Construction: Convex faces o sheet steel. Iron braces Wired by union electricians struction approved by Und Approximate Weight: 130 lb cruted. Current Required: 110 volt1, WILL NOT OPERATE ON out convertor. Cfl 0007-SWP-000123146 0007-SWP-000123147 The following Questions ana Answers on the New 2% Plan for Established Dealers and 10% Plan for New Dealers landed in the current 1937-38 fiscal year are to supplement the explanation of the Plan in the four-page leaflet (S-2690) enclosed with your Pall Planning Portfolio sent in the "Gold Box". An effort has been made both to answer the questions that have arisen aud to anticipate questions that will come up. You will find in addition to the 10% allow ance to which a New Dealer is eligible, a special allowance for dealers landed in 1936-37, our last fiscal year. For Established Dealers, for dealers landed last year and for dealers landed this year, a generous amount is available. To the extent of this allowance we will pay one-half of the dealer's cost of advertising in approved media. -- ADVERTISING DEPT. Copies to - District t Division Managers T. S. Representatives Credit Managers 0007--SWP-039762 0007-SWP-000123148 O QUALIFYING FOR 2% ALLOWANCE IgS. HO. t m. Shat will we do for a dealer under our 2% Co-operatiue Plan? Pay one-half of the dealer's advertising cost up to the ex tent of the allowance available for approved types of adver tising. It will be up to him to furnish us within the fiscal year invoices marked "paid" by the company rendering the invoice. Such invoices must be supported by tear sheets, radio scripts, or other tangible evidence of how the money was spent.; All such advertising must be placed at the dealer'3 local rate and can apply only to Sherwin-Williams Products. o O CALCULATION OF ALLOWANCE QffSS. HO. 2 Sow will the 2% Allowance be figured? ANS. On the basis of total purchases made during 1936-37, provided purchases of Opex and Kera, ODP, Linseed Oil, Turpentine, In secticides and Unmanufactured Sundries do not amount to over 20% of the total. If these items do amount to over 20% of the total, the allowance will be calculated on purchases of regular S-W Products plus purchases of the above products up to 204 of the total on which the allowance will be based. EXAMPLE: Total Purchases...................... Purchases of Lead, Oil, Turpentine, Insecticides and Sundries, Opex and Kem. $3,000.00 * OP TOTAL OH WHICH ALXOW- AHCB IS BASES ,1 000.00 Purchases o regular S-W Merchandise $2,000.00 -- 80S Purchases at Opex & Kern, Lead, Oil, etc Allowed....... $ 500.00 -- 20J6 Total Purchases an which allowance is calculated... $2,500.00 -- 10036 Allowance Available (23t at $2,500.00) $50.00 i l QUSS. SO. 3 Sow will the 10% Allowance for sew Dealers be figured? ANS. On the total amount of the Opening Order, provided OH*, Oil, etc. do not account for our 204 of the total (See Question No. 2) I If and when during the first twelve month period of dealership 24 of a new dealer's total purchases exceeds 104 of his opening order, the excess will make-immediately available for further co-operative advertising.^ | - / , 0007-SWP-039763 II 0007-SWP-000123149 QUSS. MO. 4 ANS. Mhat does the "ninixun grant " of 325.00 man? jj It means that every authorized dealer will be eligible for an allowance of at least $26.00, regardless of whether $25.00 31 is more than 2% of his purchases during 1986-27. For example^ if a dealer's purchases during 1936-37 amounted to $800.00 he V will be allowed up to $25.00 in spite of the fact that 2* of '5i $800.00 is only $16.00. Our contribution of up to $25.00 is to represent not more than one-half of the amount spent for '% approved types of advertising. J QUMS. MO. 5 MS. Why has the S25.00 atnimn been established? In order to do an effective advertising job, we believe that ah expenditure of at least $50.00 should be made during the , year. In view of this fact, we are willing to co-operate to ` the extent of $25.00 in spite of the fact that 24 of a dealer's last year's purchases may be less than this amount. QUMS. MO. 6 Is a saall dealer required to spend a total of 350.00 to be eligible for the 325.00 allowance? MS. Ho. Sherwin-Williams will share 50-50 for any amount up to $50.00, $25.00 being our maximum share. QUMS. MO. 7 On what will allowances be based for dealers landed during the fiscal year 1936-37? MS. Since no full year's sales on which to base an allowance are 4 available, dealers landed between Sept. 1, 1936 and August 31,^ 1937, will be eligible for an allowance up to 6$ of their Opening Order or up to 2$ of their total purchases up to August 31st, whichever amount is the larger. This is based on the fact that, on the average, a new dealer' s total pur chases for the first twelve months are three times the amount of his opening order. As shown by the following examples, no dealer will be penalized. EXAMPLE NO. 1 Dealer "A" was landed in February, with an opening order of $500.00. Total purchases up to August 31st were $2,500.00. Allowance for which Dealer "A" is eligible is 6$ of $500.00 or 2$ of $2,500.00, whichever is larger. 6$ of $ 500.00 is $30.00 2$ of $2500.00 is $50.00 He is eligible, therefore, for an allowance of up to $50.00, provided he matches our contribution with an equal amount of his own. EXAMPLE NO. 2 Dealer ,"B" was landed in May with an opening order of $2,000.(* By August 31st his total purchases amounted to $3,500.00. His' allowance would be figured as follows: 0007--SWP-039764 0007-SWP-000123150 ANS. NO. 7 (Cont'd. > m 6* of $2,000.00 equals $120.00 2) of $3,500.00 equals $ 70.00 Since 0* of his opening order is more than 2% of his total purchases to August 31st, he is eligible for an allowance of up to $120.00, which the new dealer must match dollar for dollar. DEALERS WITH MORE THAN ONE OUTLET QUBS. go. 8 gou will the allowance for which a line yard luaber company la eligible, be calculated? ANS. On the basis ot the combined purchases of all of the yards, provided we are supplied with s record of the CLASSIFIED SALES to the company as a whole, or on the basis of individual yards if the line yard headquarters office prefers. In the former case, the individual yards will not be given advertising credits direct. Application for credit must be approved by the headquarters office and credit will be issued to the headquarters office up to the full amount for which the company is eligible. QUBS. BO. 9 How will the allowance be calculated for which a group or chain of atores under the same ownership and management la eligible? On the basis of combined purchases of the group or chain. (See previous answer on line yard lumber companies). i DEALERS SOLD THROUGH RETAIL BRANCHES QUBS. NO. 10 Hill dealers who buy through retail branches have an allowance available equal to 2% of their 193S-37 purchases? ANS. Tea. The allowance will be based on their PURCHASES OP S-V PRODUCTS (not wallpaper) on the same basis as all other dealers. QUBS. NO. 11 Hill these dealers buying through Retail Branches apply to the branches or direct to the Advertising Department for their co-operative allowance? ANS. Direct to the Advertising Department. QUBS. NO. 12 Must a dealer use the total amount of the allowance to which he is entitled? ills. No. - But it is to his advantage to do so, since advertising will stimulate his sales and increase his profits. 0007-SWP-039765 O'j.-i**-- 0007-SWP-000123151 ': !. i : QffgS. SO. 13 Can unused balances be carried from one year to the next? For ] | example, if a. dealer is eligible for support up to $100.00 and if he uses only $50.00, util the other $50.00 carry ouer to 1 1 1938-39? i1 i ANS. Absolutely not. i QUES. NO. 16 Is it permissable for a dealer to use all of the available ; allowance at one time? ; ANS. ; Yes, but it will be far more to the dealer's advantage to distribute bis advertising expenditures throughout the Fall and Spring painting seasons. REIMBURSING THE DEALER QffgS. gO. IS sow will the dealer be reimbursed? ANS. We will send him a check direct from the Advertising Depart ment [Cleveland or Oakland) for one-half of the amount shown on the paid invoices, our share not to exceed 2i of his 1936-37 purchases. This check will be sent through the District Credit Manager. QffBS. gO. 16 ANS. gay dealer deduct advertising allowances from, his account with our branch office? # No. Invoices marked "paid", tear sheets, etc., are to be sent direct to Advertising Dept., Cleveland (or Oakland, Cal.) '7 ,,c. > f A*- '- *- . TYPES OF MEDIA QOgS. gO. 17 On what advertising my the 2% co-operative allowance be used? ANS. Advertising exclusively on S-W Products in an approved medium. QUES. gO. 18 What media are approved? ANS. Local Newspaper Advertising Local Radio Advertising Local Bill Posting Local Outdoor Signs Local Printed Handbills on Local Cooking Schools S-W Products (not including Local Printed Postcards cost of distribution) (Printing costs only) Local Telephone Directory - (We will pay for a 1-inch trademark heading in the "Where To Buy It" section. Dealer to pay for his listing. If more than one dealer is listed under same heading, cost of heading will be pro-rated and applied a against allowance of the dealers listed. Other approved media preferred by dealer. 0007-SWP--039766 0007-SWP-000123152 QUSS. HO. 19 Why are Route Decorators, Seasonal Catalogs, The Truth About Bouse Paint book and various co-operative signs not listed under 2% plan? f$NS. They are already on a Co-operative basis. The prices at which they are offered to dealers are less than half of their total cost. q u es . w. 20 Bow can our approval be obtained on media preferred by the dealer but not listed above? ANS. He should ask our Representative or write the Division Mana ger who will get the Advertising Department's approval. NEWSPAPER eras. j t o . AMS. On what basts will we share the cost of dealers' Sewspaper Advertising? . We will pay 1/2 the cost of such space devoted to SherwinWilliams Products as has been run at the dealer's LOCAL rate. Our share of Newspaper and other advertising must not exceed 2% of dealer's previous year's purchases (See 10% Plan for Hew Dealers. > ^0TNS. JD. 22 Are mats shown in Planning Book free of charge? AMS. Yes. QUSS. SO. 23 Will we pay for an Ad in which other lines (hardware, radios, etc.) as well as Sherwin-Silltaas Products are shown? AMS. We will pay for one-half of the cost of the part of the Ad devoted exclusively to Sherwin-Williams Products. QUSS. SO. 21 Sill we share cost of advertising Wallpaper that is featured in same Ad os Sherwin-Williams Products? ANS. No. QUSS. SO. 25 Must dealer furnish tear sheets of Newspaper Advertising on which Sherwin-Williams shares cost? ANS. Yes. These must accompany publisher's invoices that must be marked "paid" by the publisher. QUSS. SO. 26 Mu3t dealer furnish entire newspaper in which Ad appears? 4T No. Send in whole page only. QUSS. SO. 27 What information must appear on publisher's invoices? ANS. Dates of Ads, local rate per inch or per line, and space used. t 0007-SW P-039767 0007-SWP-000123153 BUMS. HO. 28 May dealer choose which of our products to advertise? ANS. Yes, but naturally he will want to concentrate on leaders such as S-W-P, Semi-Lustre, etc. LOCAL RADIO ADVERTISING i ! BUSS. HO. 29 Shat type of local radio announcements will S-V pay share of cost on 50-50 basis? l ANS. Announcements devoted exclusively to S-W Products. Our share of cost is not to exceed that part of the total 2% allowance which is available. i QUSS. HO. 30 What mat dealer present to be reimbursed for our share of the cost? I ANS. "Paid" invoices submitted by radio station. These invoices must be accompanied by the scripts used. LOCAL OUTDOOR SIGNS QBBS. HO. 31 What do we consider local outdoor signs? ANS. 1. Painted Nall Signs on dealers' stores. Z. Painted or Electric Roof Signs. S. Dealer's own Highway Boards. 4. Large Highway Boards, leased and maintained by local Sign Co. 5. Dealer Small Highway Board as offered by us through Midwest Sign Co. Cleveland (See (hiestion No. 49). QBiS. HO. 32 Should request for such advert isini be referred to Adver tising Department far approval? ANS. . Yes. Before dealer contracts for any kind of sign, applica tion far co-operation on cost, should be made. BUMS.. HO. 33 How should this be done? ANS. Representative to secure all information from dealer as to -- 1. Location 8. Size 3. Cost - based on standard S-W design, and sent to Sales Manager, who will submit to Cleveland for approved. BUBS. HO. 34. Will S-W furnish layout for Signs? ANS. Standard designs and specifications will be furnished on application. 0007-SWP-039768 0007-SWP-000123154 QffSS. SO. 35 IANS. ; VTiaC must the dealer present to be reimbursed for our share of costs? Invoice from Sign Company representing total cost - marked "paid", or monthly cost, depending on type of sign. This must be accompanied by dealer's invoice to us for our share of cost. This does not apply to Midwest Sign Co. proposi tion. (See ftiestion No. 51) QUSS. SO. 36 Shat are the exterior signs referred to as additional adver tising over and above the advertising he may purchase out of his 2% allomnce? f ANS. I j Our standard Store Signs such as Electric Signs - Types G, K, and L. Interior Signs - Types N and 0, and other store identification signs as Types MM-9, MM-11 and MM^-15, all of which are available to any dealer at the prices listed in Sign and Souvenir booklet. f | LOCAL BILL POSTING t1 QUSS. SO. 37 What part of cost does 3-W pay? f ANS. One-half of total cost. Our share to be applied against dealer's 2% allowance for Co-operative Advertising. '^QUgS. SO. 38 Does Sherwin-Williams furnish posters free of charge? ANS. We will furnish posters of our standard design. QUSS. SO. 39 Can dealer have local posting company make his own posters? ANS. Yes. - But dealer will have to pay total cost of posters. Will we furnish the dealer with more than one design? For this Fall we have our present design - AAr32. A new poster will be available for Spring. What must dealer send in to be reimbursed for our share of the cost? The invoice rendered to the dealer by the Posting Co. - marked "paid" - accompanied by dealer's invoice for our share of COSt' ________________ ___ Will we share C03t of printing postcards shown in the Adver tising Plan Book? Yes, but no portion of postage- Our portion of cost must not of course exceed the unused part of 2% allowance. 0007-SWP-039769 0007-SWP-000123155 QUgS. MO. 43 bo w will dealer be re-lmbursed? ANS. By sending their printer's invoices narked "paid" by printer and shoving the cost of printing separate from cost of government postal cards. Samples of cards must be attached. COOKING SCHOOLS QUBS. MO. 44 Mhat part of cost util Shervin-Mlllians share? ANS. One-half the cost of demonstrating Sherwin-Williams Products. This, of course, must depend on sufficient amount being available from the total 2% allowance. QUBS. MO. 45 mil Sheruln-Vt11tons share cost of door-prtzes,, Borne De corators or other items given away? m- , No> cf QUBS. MO. 46 Vhat if dealer wants to use locally printed Sandhill devoted exclusively to Sherwin-Mtlllams Products to supplement other forms of advertising? ANS. We will pay one-half of the local printing cost, but no part of the cost of distribution. This is provided that our / share of the cost does not exceed whatever part of the dealer's total allowance is available. A QUBS. MO. 47 Mill we furnish aat3 of package cuts and other S-M illustra tions shown in Proof Book, free of charge? ANS. Tes. QUBS.. MO. 48 Mhat must dealer present to be reimbursed for S-M share of cost? ANS. Printer's invoice marked "paid" with sample of handbill attached. DEALER HIGHWAY BULLETINS (MIDWEST SIGN) QUBS. MO. 49 Bow are these boards to be ordered? ANS. Reps can send in applications on regular Sign Order Blank - S-2527, to Sales Manager for approval. ` QUBS. NO. 50 Mhat should Sales Manager do? ANS. Check dealers last fiscal year's purchases to see if our share of cost ($2.00 per month per board) comes within 2% allowance. Application with information on dealer's pur chases to be sent to Advertising Department, Cleveland. 0007-SW P-039770 0007-SWP-000123156 ' QUgS. NO. 51 9A ANS. Is this considered one of the approved forms of advertising on which we will co-operate on the total cost? Yes. The total cost is $4.00 per month per board. Dealer will pay $2.00 per month per board, for 24 months direct to Midwest Sign Co. as soon as boards have been erected. S-V share of $2.00 per month, per board, will be paid direct by us to Sign Company and deduct from dealer's total 2i Allow ance. QUES-. m. 52 Will dealer have to sign contract? ANS Upon receipt of application Advertising Department will send contract form to dealer. This is a contract between dealer and Midwest Sign Co. for his share of cost. > QUES. iTO. 55 What does the cost cover? : ANS. The complete Service rendered by the Midwest Sign Co. includes: Locations secured by lease, rental for which : is paid by Sign Co. Erecting Signs. mf f QUSS. NO. 54 Periodic inspection, at which time signs will be cleaned and repainted or replaced if needed. Do signs become the property of dealers at the end of 24 month period? ANS. Signs remain the property of Midwest Sign Co. at all times. ' 05i?S. AY). 55 Is there any special price for dealers if they pay for the sign in advance? r. ANS. No. 0m. NO. 56 Can dealer buy the sign from Midwest Stgn Co. as an outright purchase and erect the sign himself? ANS. These signs are available only on the lease basis which offers the advantages of a maintenance service. QUBS. NO. 57 \ ABS- < Wouldn't it be cheaper to sell these signs for a flat sum. and have the dealer arrange for location and erecting? No. Our experience shows that such signs would not be kept up so as to get the full advertising value. Dealers are not equipped to keep such signs in good condition and it is there fore advisable to offer this proposition on a complete main tenance service as offered by us. 0007--SWP--039771 0007-SWP-000123157 QUMS.. NO. 58 Can the dealer haue a local Sign Co. make and erect this type of Sign? ANS. Where the case involves a reliable Sign Co. which is a large customer and which is equipped to build highway signs and furnish a maintenance service. This will have to be handled on a contract basis which must be approved by the Advertising Department before commitments are made. QUMS. NO. 59 What about snail local Sign shop that can but Id this board at lou cost? ANS. As a rule, they do not build and erect a substantial sign and usually'have difficulty in reproducing our trademark and lettering. A hand-painted sign even though painted with Kern Bulletin Colors is not as lasting as the finish on the signs offered by the Midwest Sign Co. We want to discourage the building of these signs by small local sign shops. QUMS. NO. 60 Will the entire Sheruin-Nil It aas share (S48.00 for 2 year period) be applied against the dealer's 2% allomnce for this fiscal year? ANS. No. If sign is erected in March, for example, only 6 months charge - or $12.00 per sign will be charged against dealer's 2% total allowance. QMS. NO. 61 Vlll these signs uork out In the Metropolitan areas? ANS. They are designed for use on highways, especially adjoining the smaller towns. - QMS. NO. 62 Con these signs be put on the dealer's roof? ANS. Not at the regular price. Such installations usually require steel construction and also have to be checked for such things as City Ordinances, Permits, etc. The sign is hardly large enough for use as a roof sign. GENERAL QMS. NO. 63 When mst paid inoolces, tear sheets, etc. be sent to Sheruin-Williaas Co.? ANS. At the end of the Fall or Spring seasons but not later than August 20th, 1098. ` QMS. NO. 64 May inoolces, tear sheets, etc., be sent tn after each Ad is run? ANS. Yes, but it will save bookkeeping for dealers and ourselves if they are grouped as covered in Answer No. 63. 0007-SWP--039772 0007-SWP-000123158 CO-OPERATIVE ADVERTISING PLAN v for AUTHORIZED DEALERS ' 1939 -1940 The purpose of the Co-operative Advertising Plan is to assist the dealer in publicising and advertising Sherwin-Williams Products to the people in his community. The Questions and Answers appearing below will enable our Division Managers, Representatives and Credit Managers to obtain a thorough understanding of the Plan. Read these immediately so you will be in a position to counsel your deal ers and point out methods to increase their volume of paint business. Briefly, the Plan is this: ' The established, authorized dealer, under the Co-operative Advertising Plan will be eligible at the dose of each fiscal year for a maximum advertising allowance of 2% of his year's purchases of Sherwin-Williams Products. This 2% TnarimriTn allowance is to be spent for local advertising during the ensu ing fiscal year (Sept. 1st to August 31st) and must be matched dollar for dollar by the dealer. New Authorized Dealers will be eligible for a Co-operative Advertising Allowance of 10% of the Opening Order. 'This amount must be matched dollar for dollar by the new dealer and is to be used towards the cost of his local advertising on Sherwin-Williams Products during the first twelve months of his dealership. . . ' " 1 \ V*. * : . In preparing the following information, an effort has been made both to answer the questions that have arisen and to anticipate questions that will come up. Write the Advertis ing Department, Cleveland, Ohio, or Oakland, California, if additional information is desired. ADVERTISING DEPT. 0007-SWP-039773 0007-SWP-000123159 CO-OPERATIVE ADVERTISING PLAN for AUTHORIZED DEALERS QUALIFYING FOR 2% ALLOWANCE Question No. I. : What will'we do for an authorized dealer under our 2% Co-operative Advertising:Plan? Answer , . Pay one-half of the dealer's advertising cost, up to the extent of the allowance available, for approved types of advertising. It will be up to him to furnish us, within the fiscal year, , invoices marked "paid" by the company rendering the invoice. Such invoices must be supported by tear sheets, radio scripts, or other tangible evidence of how the money was spent. All such advertising must be placed at the dealer's local rate and can apply only to Sherwin-Williams Products. (We do not share any part of the coat of advertising wallpaper, or other lines of merchandise sold by dealers). Question No. 2. Must a, dealer use the total amount of the allowance to which he is eligible under plan? Answer No. However, the S-W Co. will only match dollar for dollar the expenditure made by the customer. Question No. 3. ' Can unused balances be carried from one year to the next? For example, if a dealer is eligible for support up to $100. and if he uses only $50.00, will the other $50.00 carry over to 1940-41? Answer Absolutely not. Question No. 4. Is it permissible for a dealer to use all of the available ' allowance at one time? Answer Yes, but it will be far more to the dealer's advantage to distribute his advertising expenditures throughout the Fall and Spring painting seasons. CALCULATION OF ALLOWANCE For Established Authorized Dealers Question No. 5. How will the Advertising Allowance for an authorized dealer who has had a franchise for one fiscal year or more (old dealer) be figured? Answer For these dealers we will make available as their 1939-40 advertising allowance, 2% of their purchases during our fiscal year 1938-39. This amount to be matched by dealer dollar for dollar. Question No. 6. What does the "Minimum grant" of $25.00 mean? Answer It means that every authorized dealer will be eligible for an allowance of at least $25.00, regardless of whether --3-- 0007-SWP-039774 j 0007-SWP-000123160 CO-OPERATIVE ADVERTISING PLAN for AUTHORIZED DEALERS Answer No. 6 (Continued) $25.00 ia more than 2% of his purchases'during 1938-39. For example, if a dealer's purchases during 1938-39 amounted to $800.00 he will'be allowed up to $26.00 in spite of.the fact that 2% of $800.00 is only $16.00. Our contribution of up to $25.00 is to represent not more than one-half of the amount spent for approved types of advertising. " Question No. 7. Why ha3 the $25.00 minimum been established? Answer In order to do an effective advertising job, we believe that an expenditure of at least $60.00 should be made during the year. In view of this fact, we are willing to co-operate to the extent of $25.00 in spite of the fact that 2% of a dealer's last year's purchases may be less than this amount. t *4 . Si For New Dealers Question No. 8. How will a new authorized dealer's advertising allow . ance be figured? Answer It is desirable to have the 2-10% Advertising Allowance - apply to our fiscal year. Therefore, when a dealer be comes an authorized dealer on an intervening date, the 2-10% plan will apply as follows: During the first full year there will be made available 10% of the Opening Order, plus 1 % of the opening order per month from the expiration of their first full year as an authorized dealer until the beginning of our next fiscal year. If and when 2% of their total purchases during this period amounts to more than the allowance set up by the 10% plus 1% per month plan, the additional allowance will immediately be made available. For example-- \ A dealer landed March 1, 1939, with an Opening order of $300. will have available $30. for the first 12 months immediately following the date of his opening order. In addition, he will be entitled to receive 1 % per month of the Opening order, or $18. frorrl March 1, 1940 iontil August 31, 1940, making a total available of $48. for the period March 1, 1939 to August 31, 1940. However, should 2% of the total dealer's purchases during that period amount to more than the $48. there would be made available to the dealer an additional amount equal to the difference between $48. and 2% of his total pur chases. It must be understood the advertising allow ance must be matched dollar for dollar by the dealer. I rl. --4 0007-SWP-039775 0007-SWP-000123161 CO-OPERATIVE ADVERTISING PLAN far AUTHORIZED DEALERS DEALERS WITH MORE THAN ONE OUTLET Question No. 9. Answer How will the allowance for which a line yard lumber com pany is eligible, be calculated? On the basis of the combined purchases of all of the yards, provided we are supplied with a record of the CLASSIFIED SALES to the customer as a whole, or on the basis of individual yards if the line yard headquar ters office prefers. In the former case, the individual yards will not be given advertising credits direct. Appli cation for credit must be approved by the customer's headquarters office and credit will be issued to the cus tomer's headquarters office up to the full amount for which the customer is eligible. Question No. 10. How will the allowance be calculated for which a group or chain of stores under the same ownership and man agement is eligible? Answer On the basb of combined purchases of the group or chain. (See previous answer on line yard lumber com panies). DEALERS SOLD THROUGH RETAIL BRANCHES Question No. II. Will dealers who buy through retail branches have an allowance available equal to 2% of their 1938-39 pur chases? Answer ' Yes. The allowance will be based on their PURCHASES OF S-W MANUFACTURED PRODUCTS (not wall paper) on the same basis as all other dealers. Question No. 12. How will dealer served by Retail Branches be reim bursed? Answer The same procedure will apply as outlined under Answejs 13, 14, 15 and 16, except the Retail Branch Cashier will be responsible. REIMBURSING THE DEALER Question No. 13. How will the dealer be reimbursed? Answer Through a credit applied to his account at the District Credit and Accounting Department office handling same. In case his account is clear, a check can be mailed. Question No. 14. What should the Credit and Accounting Department do before crediting the dealer's account? Answer They are required to secure a "Paid" invoice and evidence of the advertising, such as tear sheets, radio scripts, etc., and write up a numbered credit memorandum showing complete information -- that is, listing the name of the paper, date of the Ad, number of inches, and the rate per inch. In ease of radio advertising, the station, date of broadcast and rate should be shown. The ori- --s-- o o 0vj 1 M % I ou> VO * 4 OS 0007-SWP-000123162 CO-OPERATIVE ADVERTISING PLAN for AUTHORIZED DEALERS (Answer No. 14. ginal and tissue copies are to be mailed to Cleveland Continued) with the evidence attached for final approval. If the claim is acceptable, the original bearing the Advertis ing Department approval, will be returned to the Credit Manager, and the tissue copy and evidence will be re tained in Cleveland. Memo entry on account's Receiv able card should be made of the credit issued, but actual credit should not be passed to the customer until approval is received from Cleveland. Question No. 15. What happens if the credit memorandum is not supported with tear sheets, etc., or includes unsatisfactory ads? Answer It will be returned approved only for the supported or satisfactory portion. Question No. 16. What happens if the dealer's advertising allowance is in sufficient to absorb the claim? Answer It will be approved for only the amount available, and the total on the credit memorandum will be changed accordingly. Question No. 17. Can a dealer deduct advertising claims from his remit tance for merchandise? Answer Yes--providing the approval has been received from Cleveland and account properly credited. APPROVED TYPES OF MEDIA Question No. 18. On what advertising may the 2% co-operative allowance be used? Answer Advertising exclusively on S-W Products in an approved medium. Question No. 19. What media are approved? Answer Local Newspaper Advertising. Local Radio Advertis ing. Local Bill Posting. Local Outdoor Signs. Local Printed Handbills on S-W Products (not including cost of distribution). Local Outdoor Signs. Local Printed Postcards (Printing costa only). Electric & Neon Store Front Signs (See Store Planning Book--Page 1-3). Local Telephone Directory (we will pay for a 1-inch trademark heading in the "Where-to-Buy-It" Section. Dealer to pay for his listing). Other approved media preferred by dealer. Question No. 20. Why are Home Decorators, The Truth About House Paint Book, Seasonal Catalogs, Handbills, etc., not listed under 2% Plan? , Answer j ` They are already on a Co-operative basis. The prices at which they are offered to dealers are less than half of their total cost. Question No. 21. How can our approval be obtained on media preferred by the dealer hut not listed above? Answer He should ask our Representative or write the Division Manager who will get the Advertising Department's approval. --6-- ' o o o I T) ouI V-JO -J t 0007-SWP-000123163 CO-OPERATIVE ADVERTISING PLAN for AUTHORIZED DEALERS LOCAL OUTDOOR -SIGNS Question No. 32. What do we consider local outdoor signs? ' Answer 1. Painted Wall Signs on dealers' stores. 2. Painted Electric Roof Signs. ' 3. Dealer's own Highway Boards. 4. Large Highway Boards, leased and maintained by local sign company. 5. Dealer small Highway Board as offered, by us through Midwest Sign Co. Cleveland (See Question No. 48). Question No. 33. Should request for such advertising be referred to Adver tising Department for approval? : Answer Yes. Before dealer contracts for any kind of sign, application for co-operation on cost should be made. Question No. 34. How should this be done? Answer Representative to secure all information from dealer as to-- 1. Location. 2. Size. 3. Cost--based on standard S-W design, and send to Sales Manager, who will submit to Cleveland for approval. Question No. 35. Will S-W furnish layout for signs? Answer Standard designs and specifications will be furnished on application. . Question No. 36. What must the dealer present to be reimbursed for our share of costs? Answer Invoice from sign company representing total cost-- marked "paid", or monthly cost, depending on type of sign. This must be accompanied by dealer's invoice to us for our share of cost. This does not apply to Mid west Sign Co. proposition. (See Question No. 48). ` Question No. 37. What are the Electric and Neon Store Front Signs re ferred to under Question No. 19? ' Answer Our standard Store Signs such as Neon Signs--Types Q and L. Interior Neon Signs--Type 0, and other store identification signs which are available to dealer as described in the Store Planning Book, Sign Section- Page 1-3. '' LOCAL BILL POSTING Question No. 38. What part of cost does S-W pay? Answer One-half of total cost. Our share to be applied against dealer's 2 % allowance for Co-operative Advertising. --s-- 0007-SWP-000123165 CO-OPERATIVE ADVERTISING PLAN for AUTHORIZED DEALERS Question No. 39. Does Sherwin-Williams furnish posters free of charge? Answer We will furnish posters of our standard design. Question No. 40. Can dealer have local posting company make his own posters? Answer Yes. But dealer will have to pay total cost of posters. Question No. 41. Will we furnish the dealer with more than one design? Answer We have three designs available, known as AA-36, AA.-37 and AA-38. Question No. 42. What must dealer send in to be reimbursed for our share of the cost? Answer The invoice rendered to the dealer by the posting company marked "paid"--accompanied by dealer's invoice for our share of cost. LOCALLY PRINTED POST CARDS Question No. 43. Will we share cost of printing postcards shown in the Advertising Suggestion Books and which feature various S-W Products? Answer Yes, but no portion of postage. Ou t portion of cost must not of course exceed the unused part of 2% allow ance. Question No. 44. How will dealer be reimbursed? Answer By sending the printer's invoices marked "paid" by printer and showing the cost of printing separate from cost of government postal cards. Samples of cards must be attached. LOCALLY PRINTED HANDBILLS Question No. 45. What if dealer wants to use locally printed handbill devoted exclusively to Sherwin-Williams Products to supplement other forms of advertising? Answer We will pay one-half of the local printing cost, but no part of the cost of distribution. This is provided that our share of the cost does not exceed whatever part of the dealer's total allowance is available. Question No. 46. Will we furnish mats of package cuts and other S-W illustrations 3hown in Proof Book, free of charge? Answer Yes. Question No. 47. What must dealer present to be reimbursed for S-W share of cost? Answer Printer's invoice marked "paid" with sample of Handbill attached. --9-- 0007-SWP--039780 CO-OPERATIVE ADVERTISING PLAN for AUTHORIZED DEALERS DEALER HIGHWAY BULLETINS (Midwest Sign) Question No. 48. How are these boards to be ordered? Answer Representatives can send in applications on regular Sign Order Blank--S-2814, to Sales Manager for approval. Question No. 49. What should Sales Manager do? Answer Submit application to Advertising Department, Cleve land, and await acknowledgment with report on what . action will be taken. . Question No. 50. Is this considered one of the approved forms of advertis ing on which we will co-operate on the total cost? Answer Yes. The total cost is $4.00 per month per board. Dealer will pay $2.00 per month per board, for 24 months direct to Midwest Sign Co. as soon as boards have been erected. S-W share of $2.00 per month, per board, will be paid direct by us to Sign Company and deducted from deal er's total 2% Allowance. Question No. 51. Will dealer have to sign contract? Answer Upon receipt of application Advertising Department will send contract form to dealer. This is a contract between dealer and Midwest Sign Co. for his share of cost. Question No. 52. What does the cost cover? Answer The complete service rendered by the Midwest Sign Co. which includes: --Locations secured by lease, rental for which is paid by Midwest Sign Co. --Erecting signs. --Periodic inspection, at which time signs will be - cleaned and repainted or replaced if needed. Question No. 53. Do signs become the property of dealers at the end of ' 24-month period? Answer Signs remain the property of Midwest Sign Co. at all times. ' Question No. 54. Is there any special price for dealers if they pay for the sign in advance? Answer No. Question No. 55. Can dealer buy the sign from Midwest Sign Co. as an outright purchase and erect the sign himself? Answer These signs are available only on the lease basis which offers the advantages of a maintenance service. Question No. 56. Wouldn't it be cheaper to sell these signs for a flat stun and have the dealer arrange for location and erecting? -- 10 -- 0007-SWP--039781 0007-SWP-000123167 CO-OPERATIVE ADVERTISING PLAN for AUTHORIZED DEALERS Answer No. Our experience shows that such signs would not be kept up so as to get the full advertising value. Dealers are not equipped to keep such signs in good condition and it is therefore advisable to offer this proposition on a complete maintenance service as offered by us. Question No. 57. Can the dealer have a local sign company make and erect this type of sign? Answer Where the case involves a reliable sign company which is a large customer and which is equipped to build highway signs and furnish a maintenance service. This will have to be handled on a contract basis which must be approved by the Advertising Department before commitments are made. Question No. 58. What about small local sign shop that can build this board at low cost? Answer As a rule, they do not build and erect a substantial sign and usually have difficulty in reproducing our trademark and lettering. A hand-painted sign even though painted with Kem Bulletin Colors is not as lasting as the finish on the signs offered by the Midwest Sign Co. We want to discourage the building of these signs by small local sign shops. \ Question No. 59. Will the entire Sherwin-Williams share ($48.00 for 2-year period) be applied against the dealer's 2 % allowance for this fiscal year? Answer No. Only $2.00 per sign per month from date of erec tion to end of current year will be charged against dealer's current year's advertising allowance. However, due consideration should also lie given to dealer's estimated allowance for subsequent year. Question No. 64. Will these signs work out in the Metropolitan areas? Answer They are designed for use on highways, especially those adjoining the smaller towns. Question No. 61. Can these signs be put on the dealer's roof? Answer Not at the regular price. Such installations usually require steel construction and also have to be checked for such things as City Ordinances, Permits, etc. The sign is hardly large enough for me as a roof sign. GENERAL Question No. 62. When are the dealers required to submit their claims for co-operative advertising allowances? Answer For the Fall season, not later than January 1st, and the Spring season, August 1st. -- U-- S2690A H-39 294 o oo cn =e owI V-4O CtoD I i 0007-SWP-000123168 iuic.-i-rx'. *o\ yj-.-si i> '^rina /a/ .r/rf'Aaa'so -m oiW-r.f ft"..-' *jii -: j s j 'v .': .j L' .*>/. '!*!' . juuif ^(ibW-'-vrS- hk; v.; 2 qr rq-w i;i3 ; .'-<>03 . i imLs 2 c*o .ui'J ' ,I..i: i,v2 OJ >xj*-iap9 ;':t )!: ?*. -* : : >: ` '. r. :.i, :..l "*$> <ricarr v;r\ . . .air -.' *.t .- o .j : ,- ns /\.V '1 T .j . ar; ?: J... ' ' <- i:. .................. .*;' ...... . / V'rtBtVd in rr. a. a . 0007-SWP-039783 > .t<A asii ..--j) ... Q B2o -a 11-ie M4 0007-SWP-000123169 SHERWIN-W/LUAMS PRODUCTS Cover - the - Earth Trade - Mark Agency Sign FORM MM-9 The standard mark of identification for Sherwin-Williams Paint Headquarters furnished free of charge to regular agents. Sign shipped via freight prepaid. Made of 18-gauge iron, porcelain enamel in 6 attractive and permanent colors. Double-faced, bolted to heavy frame. De signed for erection on building by means of two brackets fastened to frame. Size: 5 ft. 3 in. high by 3 ft. wide. Weight: 90 pounds. The Sherwin-Williams Co. will pay erection cost up to $5.00. Use Erection Agreement Blank, form S-2528. Use Sign Order Blank, form S-2527. Adv. Insert 49-B 9-33 78 0007--SWP-039784 0007-SWP-000123170 Sh e r w in -Wil l ia ms Pr o d u c t s Imprinted Store - Front Sign FORM MM-11 An ideal sign for the store that cannot accommodate the cut-out trade mark sign to advantage. The sign is porcelain enamel, which requires no repaint and is guaranteed not to fade, scale or tarnish for 10 years. Sign allows for imprint of dealer's name to show in 10-inch letters in white on dark blue background. Imprint limited to one line. "SherwinWilliams Paints" in white letters. Trade-marks in brilliant red. This type of sign is 2 feet high and can be furnished in standard lengths of 12, 15, 20, and 24 feet. Where these standard sizes will not fit, special size signs can be ordered. Size is limited to the minimum size of 2 feet by 12 feet. Offered on a co-operative basis, agent's share of standard signs as follows: 2' x 12'.....................$ 8.50 2' x 15'..................... 10.00 2' i 20'...................... $13.00 2' x 24'......................... 15.50 Signs shipped freight prepaid. Price on special size signs, $ .35 per square foot. The Sherwin-Williams Co. will pay for erection cost up to $5.00, Electric Window or Paint Dept. Sign TYPE C An interior sign that may be displayed in the window or paint depart ment- It's an electric sign,;10 inches high and 30 inches wide. Glass face with lettering in rich Neon type red, with mirror outline. Background in deep blue, with Neon type border showing a light blue. Entire design re sembles a Neon sign. Black metal case with silver border frame. Equipped with hooks and chain for hanging. Cost to agent, $4.00. Shipped express prepaid. Use Sign Order Blank, S-2527. Check or cash must accompany order. O 0o 1 33 hi i ou VO <1 CO Ul 0007-SWP-00Q123171 0007-SW P-039786 A new type electric sign which is far superior to any electric sign we have ever offered. Complete trade - mark in colored glass. Dealer's imprint lettering in white opal glass. "Sherwin-Wil liams Paint" letters in red opal glass. Conspicuous because of its design -- Bright colors make it a prominent daytime sign and brilliant when illuminated. Six colors in trade - mark design baked on inside of glass, which will not require repaint. *** Specifications on other side. Adv. Insert 49A 9-33 78 1?- CO HARDWARE / N TS 0007-SWP-000123172 Sh e r w in -Wil l ia ms Pr o d u c t s Specificstions: 8 feet 8 inches high. 5 feet 6 indies wide. Weight 225 pounds. Made of 18-gauge iron. Trade mark design all glass in six colors, baked on inside of glass and guaranteed not to require repaint. Agents' imprint lettering in white opal glass, giving prominent display on black background. "Sherwin-Williams Paint" lettering in red opal glass on yellow background. Imprint Space: 13K inches by 47H indies. Allows for two lines of 6-inch letters. Illumination: Interior of sign requires 35 40-watt lamps (not furnished with sign). Requires less than 1^ k. w. h. current consumption. At five cents per k. w. h. approximatdy seven cents per hour. Price and Erection: Co-operative with dealer. Agent's share $75.00 f. o. b. Cleveland. The Sherwin-Williams Co. will pay one-half of erection charge, our share not to exceed $15.00. Shipping: Complete sign and glass crated for shipment 300 pounds. Shipped via freight. 0007--SWP' INTERIOR ELECTRIC SIGN (Type N) f. Sh er w in-Wiu iams PAINTS A modern sign for Paint Department or show window. Equally effective for day or night showing. Simple in design but an attractive illuminated sign. Specifications--18 inches long, 9 inches wide. Entire sign is glass face painted Black with White Sandblasted letters. The new type long electric light tube (not neon) Orange color illuminates the White sandblasted letters brilliantly. The Orange color illumination, together with the decorative strips of Red at the ends of the sign provide color for attention value. Sign is equipped with easel for display on counter. Two holes have also been provided so that sign can be hung in window. Price--is co-operative, Dealer pays $3.25, we pay balance of cost, also shipping charges. 0007-SWP--039788 ) i 0007-SWP-000123174 __ r ^ ^ V-*----*f s&yrt., INSTRUCTIONS FOR 'SETTING UP SHERWI N-Wllxi AMS `FLOWING EARTH" DI SPLAT CAUTION! 1. BUBBLES NECESSARY Be careful when you handle the globe that it does not drop, as this will break the tips at the base. A new globe costa $1.50, and can be obtained by writing to the addreaB below. Only enough liquid (about 1 can) should be poured over the globe to assure an anrple flow with bubbles. Too much liquid will elimin ate the bubbles which add to the flowing effect. G Fig. 1. ?ig. 3. Carefully reneve display frm carton. Nota that can and tubs art packed insmo the Shadow Sox Display, as Is the world. The copper tube on wileh the world and can are suspended, is flexible, so it my be bent slightly te a position that gives the aajtn.a flow of the liquid down the frost of tho world. When the display is eosvlstely packed, you will have the following pans: l. Wood bacXFound with couplet*ly asseobied punp and basin la the base (Fig. 11; 2. nodel of World (Red* Black and White) (rig. 3); 3. aharHia-wililus 1/4 plat paint can with tube attached (rig. 3)} 4. Two cans of liquid (Pis. 3); S. Cone on rtildi world roses (Fig. 3}. Step 4. B* sore oio light bulb is screwed Ughcly lato the light socket at She top 3f the shadow box. Stop S. Step 2. PusA the tube *C*. to **Jch the can la atcached, through the nodel of the world, oo only the painted portion of the tube shows between the Shorwia-WlllJaae een and the world* n o w push tbo tube through the cone so the snail end of the cone le n*xt to the world. Step 3. Clean ofl the top pea of the burin and net the ether end of the tuba projecting front the coos into the hole la the center of the basis. Be euro the o*s la dom to the wniinia depth. You can easily jamah It In thle hole about Vi f ea inch. The world win root on rum cone. The display Is now conpleeely set up acd ready Tor the liquid, arter thoroughly shaking the liquid, slowly pour all or one can ever the top or the earth. Then plug Che light cord into a convenient socket and start the punp operating. idd Just enough liquid to asks an adequate flow rron the can showing bubbles> Too such liquid win elmine.te the bubbles. These bubbles contribute such to the ef fectiveness of the flow. Tear flberwta-tfUltam Display is now cos> pletely set tp as illustrated la fig. 3, and randy to beplaced vdsarever you my waatit, in norlag ths display, HANDLE " Mt " "p Fig. 2, Spoi ec The punp gears or thin STOUR Continuously Flowing ascha&loe nay occasionally bacons clogged from dust that accmulatee Is Qxe fluid -- especially idisa ths nschanlan la turned off and remiss idle for a period. This usually is the case whan the fluid does not flow fast. To eleea oat the gear ptm>, amply take out the two snail na- chloe screen *d* end **. This will loofl ea the bettoa plate V and ezpoae the twogearo *h* and *e". Carefully take out the loose gear and wipe it clean as well as the pop housing, and ocher goer. Use a snail tooth pick for a tool. Bo re to oerwr a this plate again tightly. NOTE: The liquid used in this display is 9TE7UR Oil colored to represent paint. It lu bricates the notor and pwp end will not evaporate. If you.seed a rumer quantity or this liquid, writs the address bolow. The price le SOpper pint can, F.O.B. Chicago. This Continuous Flying Stsplay neebanloa la protected by Patent 11,090,230 and Patents P ala`-'_______________________________________ '__________ 0007-SWP-039789 STEMAR DISPLAYS COMPANY 35 E. WACKER DRIVE, CHICAGO, ILL. 0007-SWP-000123175 min iat u r e QFLowbzq "Cover-the-Earth" Display MOTION DISPLAY-UNUSUALLY REALISTIC ATTRACTS AND HOLDS ATTENTION EFFECTIVE DAY OR NIGHT PORTABLE BUT PERMANENT SPECIFICATIONS; 81ZE 32 Inch** High----23 inch** wii#--U inch** deep. Substantially built with three-ply weed front. Attractively pint<l in bright color*. Th* neon Metlan is mad* of hoary, *turdy cardboard. COLOR: Th* foe* of th* display U finished in Black paint and th* rocsss section in a Bright Yellow. Panel at th* low#r part of th* foe* ic finished *cr**rt-proc*** in hill-eotor. Th* lottoring at th* top U in Yellow and Slrr. THE FLOWING PAINT; Each display is supplied with a can of Bright colored oil which when flowing on th* display roeerobtee paint. A* there ii praotieally no woo** to this oil. th* guon* tity supplied should last indefinitely. CURRENT: Unlee* specified to the contrary a motor using alternating current wilt be *uppli*d. However, when regueeted regular DC motor will be substituted without charg*. PACKING: The Display packed in a ubata.ntial corrugated carton which contain* full instructions lor assembling. This carton *hould bo kspt Ln event the display might b shipped to sm* other point. ORDERING: All orders for the Miniature "Ctrrsr-ths- Earth" Display, Form must have credit approval. Send your order to the Advertising Dept., Cleveland, Ohio. Bil ling to the agent will be handled in th* regular way. Farm MM-14 i 0007-SWP--039790 0007-SWP-000123176 MINIATURE 0lowing "Cover-the-Eorth" Display FOR WINDOW-STORE-BOOTH DISPLAY The new Miniature Flowing ' 'Cover-the-Earth'' Display is now ready and can b ordered for our dealers who wish this display at the attractive co-operative cost price of $11.00 each. One Display can be ordered by each Sales Manager as "Division Outfit Expense" at the dealer co-operative price of $11.00 f. o. b. local office. Tills display will be avail able for dealers at the co-operative cost price of $11.00 each and it was therefore, felt that one display to a division would be sufficient for use at division display rooms, special booths, etc. We kindly ask that no additional division displays be ordered. The new Miniature Flowing "Cover-the-Earth" Display is something distinctly unusual in motion displays. It is very attractive. The colored oil which closely resembles paint actually flows from the SWP can over the face of the earth. The display is an exact reproduction of our famous trademark. The Display is 32 inches high by 23 inches wide by 14 inches deep. The earth ^portion is 9 inches in diameter and 14 inches high from the bottom of the globe to the top of the can. The face of the display is three-ply veneer which gives sturdiness and compactness to the display. The face is colorful and carries a brief selling message on Sherwin-Williams Paint, in addition to the display section at the bottom, which is in full-color. The recess section is finished in a Light Yellow and offers q good contrast between the Bright Red of the "Cover-the-Earth" globe. At the top of the recess section is a place for a light bulb which is reflected directly on the flowing paint. This display comes packed in a substantial corrugated carton in which full instructions are ineluded for assembling. In the display are included two full length electric cords, (one for the light socket--the other for the motor) and a can of the colored oil. Unless otherwise specified the display shipped will contain an AC motor. How ever, when necessary and so specified, a display with a DC motor can be secured. The dealer's co-operative price is f. o. b. their store. We are able to offer this very attractive co-operative price to our dealers only because we have definitely ordered a large quantity from the manufacturer and have already placed at least one of these displays in each of our awn Retail Stores. Their price is the same as the dealer's and we feel when properly presented nearly every substantial dealer in your division will immediately place an order for one of these displays. All orders must have credit approval from the District Credit Manager and will be shipped direct to the dealer. Billing will be handled in the regular way. 0007-SWP-03 9791 0007-SWP-000123177