Document O3mREEBgozEKVrn69Z2v1xrM

It is interesting to note tint after long resistance, the Rational Intd Com 'jiy hove t last recognized that a high-grade prepared nouse paint is superior to lead In oil* In 1827, 18 or ?0 plante noking lead wore combined to fan what *an tren tiio "Rational Lead Truet". Trusts then were all ths rage. The dictatorial power of such trusts soon brought about the Eherasn Anli-Truet Law in 1630 to conbnt euch "combina tions in r ctrsint of trade". The "Rational Lead Trust" tree soon liquidated and fith rubeeouent additions become the nation al Lead Goa uny. At that time and up until almost the present. Rational Lead Colony ttve advocated that the beet nouse t tint woe lead and oil nixed up by the painter on the Job. They advocate that the "sade-to-order" paint had lumy edvanta^ea over ready-mixed paint* To e considerable extent thr-y were right, but their conpr.ricon was rith the first ready-mixed paint of the type offered on the nsrset folio ing tho Avorill Patent of 1867. This first ready-mixed ; sint was a most unfortunate concoction using' only line oxide end whiting pigment nixed with linseed oil end conbined with a large quantity of vster rnd ocetste of lead and silicate of soda and r very liberal addition of drier and benzine. The chief advantages claimed by Averill was that his paint wouxd not settle in the packege and that the laborious operation of mixing lead and oil was eliminated. I quote Mr. Eherwin's own words covering hie experience et the time ... "I nad no confidence in Avorill'b undertaking ........ ^cd little as I <new then about xedLng paint, after eeein;; That muteritle he used, I came sway content to vigorously oppose 'Patent' paint, as a.l liquid paint was called for many years. Averill soon had many imitators, and unfortunately for those who came after, imitated hi# too closely. Thus there ctae to be a well-founded prejudice against prepered paints. But the way had b en opened to fill a long felt want, and gradually the larger and older nanuffcCturers began to turn their attention to the produc tion of paints in liquid form of reputable -quality. "Rith this handicap of rejudice end failure before us, we gave up our opposition to prepared paints, end -ut all of our energy into experiments to see if we could make a really good : alnt in liquid fora. I need not toll you tae results. fherwin-Wlillame Point was put on the Barket ce tnc beet paint that *.ad ever been made. Thin claim haa bed abundant proof for over a third of a century, end todry EherwIn-Willlams Paint is the rideet known, the best liked, and by fax tne most largely distributed of any in th*- world." 0007-5WP-000001550 - 2- P.'.P. Outside fi-UEc T-cint ras first put on the market on September i.~, 1280 and elnce that tine - up to June 1, 1947 there liars been manufactured 86.146.570 gallons* Hole *ttneted stateaent. Immediately, -hen put on the market in 1860, E.r.P. set a rt-nderd for high-grads =repered . aint end took a leading jonitlon in the field. There uavc been many imita tion!; and folio-in*; Suervin-Rillina? Com any*a lead, nor many hl^-h-grade prepared paints are offered as the beat material for extGrior printing of wooden buildings. The consumption of lard In oil nan b.-en constantly de clining. Rote statieticu indicating tn-t the volume 1b now only about 1/6 of .hot it tea 5 years ago.' A recent most im portant illustration!' of this wee exrarler.ee in the painting of many imy camps. In November, 1340 re received a reueet for a bid on 55,000 gallons of lead and oil mixed by hand on the Job for ; minting Cam Ederdf>. Tnia was at the beginning of the erection of tue m>ny any cempa ail over the Country. Recognizing the uneconomic end Inefficient features of tuie method, I brougat this fact to the attention of Dr. Gard ner, eugge: ting t:.ct if possible, recoauanding to the Cuerterxaetor General that teere army caape be jainVd with prepared paint rather then lead clxed by hand on the Job. Ke consulted General Eonnerriile vi:n the rr-eult that it was decided tr.st t.'.. ^aartermsster* e Do-artment would buy Federal Specification TT-P-56 lead line ready-mixed paint for a~.l army camps and tknt the local generalc would let contrac tors bare cost plus fixed f e basis for the painting labor. Awsrde were nude for e mi,lion ga Ions of ready-mixed paint. Folio .ing iarnedialely after this - February, 1941 - not be ing entirely satisfied with the lead rinc ready-mixed paint was t.r.e test for the purpose, General So'jjierrllle called together fy-sel-f, Dr. hlcttron, Chief of the Paint Section of the Bureau of Standards, Dr. Gardner, Scientific Section of the National Paint, Tarnisn end Lacquer Association, the beet paint authori ties in In-- Army and Navy and about a half dozen technical di rectors of tiie most roiinent nations!, alnt manufacturers. Dr. holley vac Included in this. As a result, of careful deliberations end thorough teste, the Government adopted Bpecificsticn TT-P-40 a a the standard fot^t.ne painting of aAl Army aND Ravy shore buildings superseding foraor Epee. TT-P-36 leed 2inc ready mixed paint, TT-P-15E lead reedyniixod paint, TT-P-101 Titanium ready-mixed paint end now all in quiries from o,l federal depnrteents for , sin ting exterior of wooden buiidinqb specified TT-P-40. This TT-P-40 formula was almost exactly, the sane as S.R.P. Outcide Gloss fchite. It had b*en ordered In very large quantities end durin. t..e part b or 6 years elnce its adoption, tits F-.deral dep'rtn'jntf. j .r v * used ni'.vione of gallon? of it. 00 07-SW P-000001551 QUARAJ? TER AFPEA.RIKQ ON ALL SftP LABELS UP TO 1890 We guarantee that this Paint, when properly used, will not erwek. flake or chalk off, and will cover sore surface, work better, wear longer and perranently look better than other paints, including Pure Kbits Lead and Oil. -e hereby agree to forfeit the value of the Paint and the cost of applying it, if in any instance, it ia not found as above represented. TtfS SHKJSHJMULLIA1E CO 0007-SWP-0000C1552 N11418.01 Feature used on 573P and many other color cards about 1900. Ha easier to copy than to originate. Ifould-be competitor* are recognising the superiority of our product*, business methods, advertising features, etc., and in imitating them as they now do, they render us valuable service, and at the same time advertise their own incapacity. 'Us the beet that is imitated. 0007-SWP-000001553 N11418.02 1921 1922 1923 192b 1925 1926 1927 1923 1929 1930 1931 1932 1933 19314 1935 1936 1937 1933 1939 19UO 19U 19li2 19143 I9lili 191*5 1916 TOTAL UKITiJO STATES SAIT 5 Li'.* ; JH OIL (TONS) lb3,5U5 153,395 125,007 11414,372 120,1*79 111,8145 11?,0?6 111,923 10l*,072 69,592 66,1*1*6 1*6,720 1*8,3514 56,165 63,359 91,025 63,631* 714,835 71,91*2 53,765 61,311* Ii3,9h8 38,81*5 39,276 23,01*1* 25,27U r i 0007-SWP-000001554 N11418.03 svrp 0LOM WTUTB 64.05 7.631 6.965 29.445 17.92S 36.05. 15.12* 1O.O01 5.405 5.405 100.05 1 >0.005 FOUK7U COSPA* ISOM cram* ib -s ? il l ia ms vs h a t io k a l h a d H~UB8 PAirf__________ __________aORKDiaFS___________ PiCJMnt Rhi;e Lead, Basle Carbonate Khlte Lead, Basle Sulphate Tltaniua-ttftcnea lua Titaniu-DloJde Jino Oxide Vehicle haw Linseed Oil Heat Treated Linseed Oil Liquid (Tier Mineral Spirits DUTCH BOT gLSrjSD FAXIT 64.15 14.275 12.655 18.335 6.035 12.825 35.95 3. 28.725 1.805 5.385 100.05 100.005 svp 450 uansHcoirai 63.05 23.355 1.265 27.095 6.305 37.05 17.025 5.55S 5.555 8.885 1j Q*00> IBOREM-OtTS DUTCH BOT PRIMER Plgsent 63.95 fciiite Lead Basic Carbonate Vhlte lead Basic Carbonate l J T1tanlUB-ltagneslua (Tltaniua Plgaant) Zinc Oxide 31.955 31.955 Vehicle raw Linseed Oil Boat Treated Linseed Oil Varnish Liquid Drier Mineral Spirits 36.11 3 12.275 loo.oi 13.365 1.315 8.b65 100. ool 0007-SWP-OOOOOl555 N11418.04 Your htart tells vou. "Make the home vou love beautiful, a home to 'l>c proud of." Your bead tells vou. ''Protect sour home well." Both, are ;obs for the "Dutch Boy." "Dutch Bov" Blended Paints protect more than the house itself, thev protect tour hard* earneJ investment, too For generations, "Dutch Bov" has guarded homes all over America, while adding to their beauty. And here s a tact for every home-owner to consider Bach "Dutch Hoy" Paint is specially blended to proviJe a particular kind of protec* non . . . blended for the wear or exposure it must meet No wonder users enthusiastically tell their friends. "Use 'Dutch Bov' House Paints." And when talking to friends about painting interior walls and ceilings, rhev're equally enthusiastic in praising washable "Wonsover," the oil wall paint that covers in one coat. Discover how and whv "Dutch Bov" Paints "go on" so well, and s/ai on so long. Mail the coupon lor a free copv of Blended Btant\ fnr Yr,i,r Home. Send for it today. Look for the name of vour "Dutch Bov" ^ paint dealer unJer "Paint" in vour classified telephone directory. Talk to him. or your painter, about "Dutch Boy" BimJtd Paint. "Sari tbf Surface and Vcr San All" "Dutch Bor ' Bright XClrite House Punt, BLENDED to ciein itself.stav dsealingwlme and give tong-rime protection. "Dutch Bov'' Timed House Paints BLENDED to remain tine in colot and smbbormy ptotecnve. "Dutch Bov'' Tnm Colors BLENDED to ptnv.de <},,' able, bright, jt tossy Imisnes for sash, doors and trim. "Dutcf' Bov" Porch and Floor Enamei. BLENDED to assure a tough surface resistant to weamer and scuffing shoes. 'Dutch Bw" Primer Undefcoatet. BLENDED m seal and hide l :sed under Bnsht W >>iie or Timed House Pami, pioduces a superior rw<> coat job . . . even on new wood ' DUTCH BOY* PAINTS ... for Exterior and interior Surfaces HTf HOMS A GASDtNS a at n. 1*50 0 007-S if P-000001556 N11418.05 Sj .JjL,i></. Tho -usc b, (7k~Ot- , SwP Gl o s s W h e k4-.0%o 7.6?% $.`?t7 *<! .(+% 36% /%> 17-33. /S'. 62%. ,o.O%% S.fo7. S. H-o % /007 / A/$ R FP * M T s 3)i;rcH *B^y Bl S^PFO -pAINI JfCjLtX*- *ol 4jC /3a*A4, CL*Jh*e<cM- ty'JLiztjL. V&atCLj y^U^aJ*-cXt. $Ltc*+Ju (>*./% I `6.37 % ta.6r %> IS. 33 % 6.03 7. I2. %2 % I'j JLJU, 44i<6 <JU \xoXidL '^k W' 3S.3% } 2S.J 3% /.*>% Si3S% ,00 y. /o0y. SWP `iS'o UHveitcoJiTzz 63 7 ^?.3S-7o /.at % a7-fl9 % 6.30 7, Ij\iaq*<EEP<e*TS Du t c h "Boy TKiMte. TYU/tL. C&4L0C 63^*6c.(^x6r^aX*. ^C^cu. %c *MUU~L, 63.?% J 3/.<?r% --t%/. ?r 70 37 54 /7 e l/iLxJU. /7-M7. ^rs^ S.ss% g.ssV. /6 c>y0 1 a I?,. J&o ^'mLW^ " " 1/o /VMu aSo %3o mj u X- yyuu^a, Sf^Lutu. 36./ fo ito<7o 12.377* I.SI s.u too % i 0007-sWP-000001557 N11418.06 ^4 SWP GLOSS SHITS 64.0? 7.68? 8.96? 29.4a? -- 17.92? 36.0? 15.12? 10.08? 5.40? 5.40? 100.0? 100.00? FORMULA COMPARISON SHEOrm-TOJ.TUB vs NATIONAL EAD _______________HOUSE PAINT________ INGREDIENTS Pigment Sfiite Lead, Basio Carbonate White Lead, Basic Sulphate Titanium-Magnesium Titanium-Dioxide Zinc Oxide Vehicle Raw Linseed Oil Heat Treated Linseed Oil Liquid Drier Mineral Spirits DUTCH BOX BLENDED PAINT 64.1? 14.27? 12.65? 18.33? 6.03? 12.82? 35.9? 1 J 28.72? 1.80? 5.38? 100.0? 100.00? SWP 450 UNDERCOATSR 63.0? 28.35? 1.26? 27.09? 6.30? 37.0? 17.02? 5.55? 5.55? 6.88? I00.0? 100.00? INGREDIENTS . DUTCH BOX PRIMER Pigment 63.9? White Lead Basic Carbonate Shite Lead Basio Carbonate J Titanium-liagnesium (Titanium Pigment) Zinc Oxide 31.95? 31.95? --"- Vehicle Raw Linseed Oil Heat Treated Linseed Oil Varnish Liquid Drier Mineral Spirits 36.1? \ 12.27? J 13.36? 1.81? 8.06? 100.0? 100. 00? j u n as 1347 C007-SHP-000001558 SWT 0L0S5 CTItl 64.0$ 7.68* 8.96* 89.44* ..... 17.92* 36.0* 15.12* 10.08* 5.40* 5.40* 100.0* 1J0.00* nsuBU awPAJijsai CHS^OMIIXlue n JUT1CJUL BAD _________ h c j bz PAirr INGHZOtEXS p Ums i Tin* Laid, Saslo Carbonate Kbit* Land, Bute Sulphat T1 taniu-Usn*aline Tilcnlua-Dlod-da Zina Gold* T*hlol* KAw""fln***d Oil Mat Traa tad Linaaad Oil Liquid Crlar VlDarul Spirit* DUTCH bOT El r.E^iO> H*ar 64.1* 14.271 12.65* 18.33* 6.03* 12.82* 35.9* 7 J 23,72* 1.80* 5.38* 100.0* lOO.CO* CTP 450 UHDKRCOATSt 63.0* 28.35* 1.26* 27.09* 6.30* 37.0* Ij O.OJ 17.02* 5.55* -- 5.55* 8.BB* lb&.ooi ncRXDrw'B DUTCH BOY PRiitza Fidsant 63.9* SlTTu Lud Baal* Carbonate Whit# Lead Seal* Carbonate T J 31.95* 11taniuct-Uafnaalua ( Titaniua rigaest) 31.95* Zinc Ogdd* Tahicl# Ha Linaaad OU Neat Traa tod Linaaad Oil Varnlab Liquid Drier Hinaral Spirit* 36.1* J 12.27* 13.36* 1.61* 8.U>* IdO.D* 100. 00i JUN 23 1947 0007-StfP-000001559 From the office of C. M. LEMPERLY A7fS MJF SBC / g g t GW IJRS v 6/30/h7. lUT:- C-' i-.j i--. '$# .vi; vi-ri'*'.- * V.- i-v -v-'h-J-.tlT.a \ v-`.I:; * V* xJjr*: bcr-tar-w;*'* * Proposed Bulletin on "Dutch Boy" C Pa ini On discussing this further with the Sales Department we have decided to hold up the bulletin for the present. Instead we will deal with the sub ject at the District Sales Meetings. At t hat time we will have our con templated ST?P sales story to present and it is believed this will be a better approach a nd will remove any danger of some of our men getting the impression that we are unduly concerned about this competition, etc. ; r %\.\a [_t:- i- 5 ' T tl'1- 5 11;v -7aj V ^ a r*.. X'lii.v1 tow-*. . '--V. -- u7r. .i, s-CuY ** r iWrS s-.l-- M- R >*:-**';.* al " s p ; r* ^i * [ r ' -ail is \h ph s V*- v-> he. r.-*.~ s'cwE^jp.y W bear* been paid tht U|ImiI nn|i11--nl ef advert leainta aanmanlAe *T*teh Bay Alandsd I# wpitok uttebOB* firMtte imiti nd id and Oil* pain* field lanra* no daM or o mUm a* ia id pelloy whan ha uk fcia lab with prepared 18%)* la tba "writing on tha wall* fbUaalar tb* C1L redaction* Aeeording to thrartirttw pot r, Barman af Km, Lead and Gil haa itiadllj I in 1?22, to leas than 1)0,000 short tons in O-yy^ Yc SSP, on the other hand, has gone afcaaddly forward and alma 1880 wo have produced ovor 86,01)0,000 galley* Thia present ywar auneo Jama*? letr ee hera poo*' dueed over 3,gO,6oogallon of &fP, ^rtsh tope oar highest previous fall pear ef 19bl (2,&6,0X> gallons) by U2li,000 sallaa* (to research testa and espoaurea prove beyond any question of doobt that 5herwii>-viillTO# ' reooaaendatlon of a teo-coat painting aystaa with ear i*50 Cnderooater u priaer, felled by oar 39? top ooai la the finest painting rocanaxhtlM we know how to sake and shows an cvorahslning aqpcriarity of this ayataa in results obtained, notably, appearance, aboeneo of fila fallnre and protection of the earfaee* Hit the secret le In gryq faaoaa forodla which repreaagte an experience and e fTmow hoar" that yog .Inst oan*t imitate* j - it are not interested in a ooqperative formal* analysis, nor ehculd oar re-* prssentatiros become Involved in foraula diaotusioae* Suffice it to nay that war faaoas SfiP balanced foraola Is naeqoaled anywhere, and baa bean proven by such a wide uptrine in prepared paint Baking as to sdsdt of no doubt or question* j j ; The present ?? fcrm&atloa as repeatedly aaasvneed by this office ia the finest we have aver produced, bat with mil these outstanding oftaatacec if wa ait bade and do not capitalism on our position the first thing wo know ww will waka p and find latch Boy ELandod Do o m fint" lathe atorwe and stocks of a lot of o*or 3-* fealars* ^ > 0007-SHP-000001560 N11418.07 f Jr __ U3 TWE thJSl THAT IS IKXTAT2C* Juno 26* f* oar 3*1*8 Organisation! Sharwja-EiT.1 1 cod good old 9XP hm been paid the highest eoapHnsst of tbir long mt w la tbs recent notional advertlaejunte announcing "rtotoh Coy Elenrfed Eease Feint* ready to us*. This represents a eoaplrU writeh-cvr fron the deoades and generation* of their advoeaay of White loud and Oil* Their antry into tbs proper>d paint field leave* no doubt or question aa to the soandnoes of Mr* Sherrin'* thinking and pollny whan ho east his lot with prepared paint and aada tho first pollen of fiP In 1880* The above swliob-over no doubt is tho "writing on tbo wall" following tba gsnaral tread of declining head and Oil production. According to tube statistics put ant by tbo 0* S* Depertaent of the Intarlcr, Bureau of idms* load and Cil has steadily rtcalinsri fro* a high of 153*393 abort tons In 1922* to loss than 1*0,030 abort tons in tho last published report of 19&* , ,, m7*/ /i _ t yf r e > / y*/ . '-T-'L-**--<-<_> iC ^ 0-1 -J i~ -1'<-rr }o St7. oa tbo other hand* has goes steadily forward and since 1630 vs haws produced over fe,tnO*000 gallons* This present yssr ounce January 1st* so heve pro* dated over 3*250*600 gallon* of iiP* which tops our highest previous full year of 19lt2 (2*826*930 galleeo) by fc2lt*000 gallorn. flor raoaarth testa and exposures prove beyond mttf question of doubt that SfaorvinMrilliABs'' rsoMneadatioa of a two*eoat paintinc aystan with our h$0 tndsrooatsr as prlaar* s3*~s& by our Ad? top ooot is tbs flnsst painting rccocsaeadation wa know bos to wake and ahows an overahalzdac superiority of this systea in results obtained* netab&y* appearance* aberace of fils failure end protection of the surface* ttat tbo peerart is In Sff?s fhaoos faroulawhich regraaonta an experience and a "know bos* thai yog just oant InltatoT Vo ars not interested in a oeaporatlve formula analysis, nor should our re presentative* beeone involved in foroula disoussions* Suffice it to say that our faaous 0P balanced fareula Is unoqusled anywhere, and has been proven by snob a wide yeptrlaooe in prepared paint oaklog as to adsdt of no d oubt or question* Tbo present 8R? forsdatlon as repeatedly announced by this office Is tbs finest wo have over produood* bat with all those outstanding adjutages If wa sit bock and do not espitaliso on our position tbs first thing wo know m will wake up and find Cutoh Boy ELandod boose Faint* in the stores and stocks of a lot of our $-3 healers* 0007-SWP-000001561 N11418.08 r> -2- i a mtter *f that la $u*i what we found over on tb* >7*t Side tb* ether day abac we rotleod quits a etook of this netertal la the store and window of as* of ear loyal eld tin* 3-a Dealers. he bad boon listening to eocpetitira stories to tba offset that Shmrlo-^1111 mi waa*ne longer lntoraatod In tbe paint business". In abort, bo bad bean MELd "a bill af foodfi*. It aun't because bo aidij't bar* or eoeldn't gat 8P, for bo bad it* fha interesting thin? about thla case la that when v* <ruealiened thla daalar boat petti** in tbo stock bo knew wry llttlo about hi* now purchase and tbtxicht ba had baon buyli* a "Liquid white lead Paint"* than wa told bln to look at tba fbrmla ba waa quite onrpriaad when ba road off aech Ingrodionta aa Titardun, lino Oxide, eto., in addi tion to White Load and Tlnsaml Oil, rrloro and otbar ingredients. Bo then began to realise -- apparently for tba first tlao - that bo bed "bought eooething* - bad duplicated bla paint atoeka with aa uritocten "naecoanr" Into tbe flld, and asking a retail price of $04 aero per gallon than E3P, Ho aald ho bad baon proadaod a "eeul-exclualTe" arrange* mat whereby tbo msufaeturer waa odLy going to toll to twenty dealer* In this Coonty. It van pointad out that thla mgr ba taroe for tba tins being, curing tbe Introductory period * but what than? Ve --fly motion thla to point out what can happen, and what will happen, if we ait book mat1 let it beppeb. It jill ba interesting to see beer them pooplo handle the atory of their imr ready nixed paint when for yeara tbsy bare triad to fight the battle of Lead and OH va. ready nixed house paint. that will ba the atory to the painter after all thee* yeara of tolling bin one thing and now switching over to what we hare been pointing out to hia for marly seventy yworsT In conclusion, I just wont to say that T believe in those recent davdepmnta aa reported here, we have the greatest sales opportunity we have over had aa aa orgasiBation to go ont and nike the greatest capital of wbat I b-'liove la one of the beat thing! that baa error happened to us, if wa are alert and "on the ball*. but to do it wo bare got to toll our SSP story over and over again, demonstrate it, put in display! and leave no atom unturned to keep our story before the public, dealer, paint* lag oontraotor - in foot, all users of paint t'LC For Obi For Obt Tba whole world easet there's only ona Faint that will dovar tbs Earth And that's 5 I * F I 0/ ./ 0007-SWP-000001562