Document OrpOdKN1gKn5yO7EYyOvXLV1

Timely Paint Information and Merchandising Suggestions Sh e r w in ygi Wil l ia ms DEALER NEWS & SELLING TIPS JUNE 1944 Published by Th e Sh e r w in -Wil l ia ms Co ., av*i<md, ohfn WARTIME EDITION S-W WAR-TIME PAINTS STRICTLY OK- When We Can't Make Them Right We'll StopMaking Them forthe Duration NEW S-W RADIO SHOW A HIT Top Musical Stars Heard Coast-to-Coast for Dealers Sh er w in -Wil l ia ms Top Quality Always Maintained Quality first! That's 5hgnvIn-WflliaTm> policy-- yesterday, today, always/ There's oo "ersatz" material going out under the Cover-tbe-Eortb label--now---or at any time. We just won't tamper with tne pulSiicV' confidence" in" the "5h*erwln*' Williams brand name. Furthermore, as wartime restrictions have deprived us of ingredients essential to pre-war formulations, new developments planned and test* ed foe The future have been iatrodnced"^o chat in many cases we actually are selling "tomorrow's improved finishes" today! ______ Ttffcfc SWF as an Outstanding eAumpfe; Dealers can sell SWP made during these war years with utmost confidence that the performance of this world famous house paint was never bettor than it is today! Every Sunday afternoon from 4;3U to 3:Ut> PM. E.W.T., you --the Sherwin-Williams Dealer . . . ARE ON THE AIR with a glorious new show and a hard-hitting sales message to vour customers. The program, known as "WORLD OF SONG," is heard in millions of homes over 155 Blue Net work nationsand sparkles with the familiar music America loves , , , performed by the nation's top musical person alities." Every week, two thrill* ing new stars from the opera world will be heard with a 35 piece orchestra under the bacon of the world-famous Wilfred The New S WP 1. Retains its gloss better than pre-war SWP. 2. Brushmarks level out bet ter- 3. There is definitely less tendency to dirt retention on the painted surface. 4. Laboratory and field tests prove superiority. Semi-Lustre Because it is is demand more and more for woodwork as well as walls, smoothness of finish has been improved still further in Semi-Lustre. Also, it dries more quickly. Most Im portant of all, the outstanding vrasbabiUty of Semi-Lustre is absolutely unaffected by vfarHm* restrictions. Flat-Pone There is a noticeable free dom from brushccmrtdng in today's Flat-Tone. A harder, tighter finish is produced that makes Elai-Tooe the easiest* to-wash pat wait finish on the market. Its improved formu lation is particularly suited to create clear uniform data with rirat Quality Oil Colors. Many customers srill prefer "good old-fashioned" oil type wall paints to the resin-emulsion finishes. 1 Flat-Rite Undercoater A superb product made bet ter tbao ever. Minute fineness of grind has practically eliminat ed brushmarking. The need for sandpapering is reduced to a mere scuffing to knock off nibs. Can be mixed with gloss enamel to produce any desired degree of dullness n high quality finish. Fnameloid The new syncheticiesins used in Bnameloid are not quite so fast drying as our latest pre war formulation- But the finish is completely hard and ready to use after overnight drying (l-# hours) and the so-called, pre-war, 4-hour enamels sold to the public newt were really ready for service in 4 hours but needed overnight drying before thoroughly hard- Far esse of brushing, beauty of finish and serviceability, wartime Eoomeloid is as good as we ever made. Sell it with pride and confidence. Floor Enamel The quality and performance of Floor Enamel have not been affected by wartime restric tions. Porch and Deck Faint .Since the war in the East de prived us of the China 'Wood Oil used in Porch &. Deck Paint, pre-war, this sturdy fin* ish has emerged from complete re-formulation with water spot ting overcome and a new dura bility built in--an excellent porch paint. Polisb-Qlfurniture polish lx cleans while it waxes oad polished This polish cleans and revives the attractiveness of varnished and enameled home furniture just as the many house wives interviewed like to have it done. Results are positive and good. The polish is simple and satisfactory to use--Non-Sticky! We're positive that there is no better furniturepolish. Actually, we know of none as good as Potish-OJ. Flo-Wax Seif-Polisking Wax Produced in an emulsion of super fine particle she. This insures better peaecradoa and Pelletier, singing and playing adhesion t o the floor surface. favorite selections. But best of Flo-Wax is more slip resistant. It is exceptionally water-resis all, thousands of vour custom ers, listening to this scintillat tant, withstanding damp mop ping which easily removes dirt ing show, will kaow that .''WORLD OF SONG" is mom this hard-Wcar resistant brought to them by YOU, the finish. Never was the quality as Sherwin-Williams Dealer. good as it is today. D ea ler-Sponsored Afar-Not-Varnish Yes ... this is YOUR show, Quota Free While the new type synthetic resins used in today's Mar-Not are not as fast in initial drying as in pre-war days, the varnish is ham and ready for service after an overnight dry--prac tically as fast as the so-called 4-hour varnishes which actually from the opening announce ment that says, "The SherwinWilliams Radio Show is brought to you by your Sherwin-Williams Dealer," to the lastmusical note. The clever commercial announcements es tablish you as che source of high quality Sherwin-Williams were hard only after overnight drying. This mm 14 hours Kem-Pone normally--up to 18 hours in In spite of restrictions on cold, damp weather. As for resins available for Kcm-Tone toughness and resistance to manufacture, improvement in wear, water, soap, beverages, technical knowledge and pro- cte., today's Mar-Not is' un ttdures has maintained the iequalled to our knowledge-- a finish to be proud of- high quality thir has won mar ket dominance for Kem-Tone. I ' Wilfred Pelletier, musical direc tor, World of Song Program. products. All through the sum mer-long painting season when sales potential is high, you have the satisfaction of knowing that you ... your store . . . and theSherwio-WiUiams products On your shelves are being solid ly sold. Here is a chance to talk to your customers right in their own homes, when they are in a friendly receptive mood. Here is a deal that can't be bead Flexibility.,. Important Rest assured that only those products which you can get regularly In Sufficient quantities will be featured. Right now, for example, it's Semi-Lustre, SWP, Eofuneloid, Mar-Not Varnish. But should the situation change, the commercials will change with it. YOUR show . . . the Sherwin-Williams Radio Show . . . will be kept up-to-theminute to help bring more peo ple into your store where yon can complete the selling job! listen every Sunday after noon to this new. show. Prances Greer's lovely lyric soprano voice will also be hearts. One / N46252 A REPORT TO SHERWIN-WILLIAMS DEALERS What S-W is Doing on the War Front and on the Home Front In 1941, an official looking letter from Washington arrived in the Cleveland office of The Sherwin-Williams Company. "Dear Sherwin-Williams/' ir said> in effect, "can you make dibutyl phthalate, and if so how much, how soon?" Smokeless Powder Now, dibutyl phthalate is an important ingredient in smoke less powder. And smokeless powder is what is now making bull's-eyes out ofJap cruisers and Nasd tanks. The d.ph. "plasti cizes" the guncotton, so it can be compressed and "pelLeted" to make more straight shooting charges; for big guns. To build a plant to make untold quantities of this chemical would ordinarily take a year, but ninety days after that letter arrived, Sherwin-Williams began production of this vital chemical. Today, Sherwin-Williams--world's largest paint- maker--is also one of the nation's largest dibutyl phthalate producer--making millions of pounds more than the entire country produced before the war! . Rust on bombs -would make precision bombing impossible, Bomb finishes must meet exacting performance tests. Bombsfinished with S-W Industrial Finishes are "bitting the target" the world over. The hottest news and de mands in Washington today are based on the fact that more soldiers arc becoming inca pacitated bymalaria ortroubled with flics, lice carrying the ter rible typhus, or mosquitoes, than the trouble caused by eoetnT shells or bullets. Therefore, the crying need this Spring baa been for chemi cals suited for combating the mosquito, fly, and lice problem on both Fronts. As a result of this demand Shcrwin-Wiiliams is now building a Phthalic Anhydride Plant -where, by a completely new process, this material ends up as a mosquito and fly control chemical as well aS for use in making many important finishes for the Army and Navy. Practically everyone is fit- THOUSANDS ENTER WAR BOND CONTEST Kem-Tone Miracle Radio Show Draws Entries From Every State Entries have been pouring the nation. Dealers refund the into Kem-Tone Radio Head certificates for the full retail quarters since the first cost of the Kcm-Tonc. announcement of the letter This widespread interest is writing contest was made on additional proof of the popu the Kero-Tone Miracle Radio larity of Kem-Tone and Duo- Show, April 12th. olnger, tbe Master Mentalisc, Every week a first prize of a who has attracted millions of #100 War Bond and four addi listeners to the Kem-Tone tional $50 Bonds go to writers Miracle Radio Show every of tbe best letters telling why Wednesday eveniogatShOO p.m, they like Kem-Tone for living E.S.T. over the coost-to-coast and dining rooms. Kem-Tone Blue Network. Dealers enjoy also awards a gallon of Kem- tuning in, too. Tone each to writers of the next Smart dealers will capitalize hundred best letters. So far, on the consumers interest in the certificates entitling winners to Kem-Tone Radio Show by a gallon of Kem-Tone have tying in with a display of Kem- been mailed to every State in Tone in their windows. miliar with the publicity on DDT, the new anti-typhus in sect repellent material for human beings, which will take core of the active body lice and other types of insects thac can end do make tbe life of our soldiers more hazardous than the war itself. Sulfa Drugs Then there is sulfanilamide. To make this wonderful sulfa drug, you need acetamlid. To make acetamlid, you need stills and driers such as SherwinWilliams used in its vast Chi cago plant for making paint chemicals. This year SnerwiaWilliams made 8 $% ofthe aceranilid used on the U. S. war and home-fronts. In addition to acecaoilid, the company is now producing vast quantities of the sulfanilamide, itself. Synthetic Rubber Commercial production of "Kem-PoJ," Sherwin-Williams` vegetable oil rubber substitute for adhesion, post-war, garden hose, etc., was started last year in tbe Sherwin-Williams Chi cago plant. Unlike most syn thetic rubbers, Kcm-Pol re quires no critical equipment for Its manufacture end tbe volume of its production is limited only by the amount of oil available for the purpose. Today, carload W. T. Walton* research chemist, demonstrates pliability ofa section ofKem-Pot. lata of Kem-Eol ore being shipped from Chicago. 240 Varieties ofWarPaint But what aboutpaint for war? Did you koow that SherwinWilliams alone makes over 240 varieties of war-priac, ranging from shell coatings that prevent premature detonation, tbhsroug'h c---a--m--uolulaflgaej paints that defy even infrared camera deteclion, to ship-bottom finishes that resist barnacles and air plane primers that resist cor rosion? Actually not a piece of modern war equipment can go into action without protective or concealing war-paint of some kind. These 2-40 kinds of war-paint are not just pepped-up varia tions of peace-rime paint*, eithec. They include some pretty fancy ingredients plus plenty of fancy chinking of Shermn-WiLliams chemises. Every day sulfa dru^s are saving the lives of American i Top picture; Ait operation--instead of amputation thauki to Sulfa drags. Bottom picture; Loading Acetan/IM in bulk at tbe S-W Acetaniltd plant Coating flimsy fishnet for ve hicle and gun camouflage with a fadeless, infrared-fooling olive drab at the rate of mil lions of feet a day called for an entirely new aye-emulsion. You'll see it after the war, on many consumer products. Coat ing armored Car bodies, land ing mats, bomb-casings, and mortars with non-reflecting camouflage colors chat diy lo five minutes and pass a dozen torture tests were alt tough jobs, too. But Sherwin-Wil liams chemists had what it takes to lick them--just as they solved a hundred and one other war-poinc problems just as dif ficult, many of them, have been found to greatly improve paint appli cation,performance,and beauty. They will continue to be used in making SherwinWilliams Paints after the war--- unless continued research turns up something even better. And it would not be safe to bet against thatl Color Simplification With a definite critical ma terial shortage because of war needs slow moving colors pre sented another problem, so slow moving colors were elimi nated. All critical materials Home-Front Paint Quality Maintained In spite of the tremendous amount of war work carried on by The Sherwin-Williams Com pany, the home-front has been lor from neglected. In fact, at no time in tbe history of the company has mare been done to overcome the problems of Sherwin-Williams dealers. In the face of wartime raw ma terial restriction, Shenvin-Wil. liams has maintained the quality of its products by finding new and often better materials to use in the manufacture of its Saints and allied products. [ere, Sherwin-WUliams' ex perience with materials used for war has been applied di rectly t o the maintenance and improvement of its home-front products today. Take the alkyd resins and resin emulsions, for instance. Substituted for older but higher-priority materials, Drapingshrimp net over medium tank to prevent identification, by enemy aerial observers. Libertyship,Joseph P/LTeak 10 days from keel to launching, fin ished with S-W Anti-Corrosive and Anti-fouling, available for civilian use were converted into fast moving col ors. Production records show a tremendous gain in the manu facture pf these Colors, result ing in quicker sole and more profit for the S-W Dealer. Fair Allocation This was not realized by some dealers in many sections of the country where homefront paint demand soared to boom proportions. Certain o these dealers felt that they were being discriminated against when their record orders were not promptly filled, A system of allocation was instituted whereby all Sherwin*Williams dealers are treated alike--on the sole basis of past purchases. All Continued on Page 4 / 0007-SWP-000142112 Today's Varnish Leader is S-W Mar-Not "Doyou know jusr HOWgood Mar-Not Varnish is today? You should know because you* en thusiasm will he conveyed to your customers and prospects, with Greater sales and profits resulting. When shipments of China Wood Oil were cut off from the Orient Sherwia-Williams chemist* went to work on a schools and colleges, stores (fixtures, counters, tables, etc.) taverns, theaters, churches. All of these users are interested iu securing finest maintained ap pearance and full beauty of fin ish that only a top quality varnish such as Mar-Not can provide. And Remember- Mar-Not Satin finish pro- Herr's a traffic-stopper. Sales paints are dramatised. The product shown its thepackage, and on the surface. SP'mdoun like shit male tie cash registerjingle. new formula with astonishingly successful results. Thus, the new Mar-Not of today became possible: The best, by actual test against all other Leading brands sold for floors, woodwork, furniture. In every single essential quality tett `Today's Mar-Not is the full equal of Pre-War Mar-Not and almost as rapid drying! A Better Market Than Ever With the shortage of alcohol practically eliminating shellac from the bulk floor finishing market, quick drying no longer is as important as serviceability. Much longer life, resistance co water, alcohol and soap are labor saving, money saviog ad vantages for which Mar-Not Varnish is outstanding. Here it Your Bulk Market ut tt Glance: Apartments hospitals, ho tels, libraries, office buildings Intmtntm i* fcvJeV meter M J4 M*r Pm- Jmc w s m* pan (p p mmjfmrf 0*4 ftmi r >S #J>r. vidua that beautiful 1 Mull-rub finish" that definitely minimizes the surface imperfections of shabby, worn woodwork, fur niture and--Floors. It renovizes at minimum cost and effort. And on new jobs imparts the mellow smoothness of a handrubbed Mar-Not Varnish job. It is highly popular with Con tracting Painters, So that you may know bow good Today's Mar-Not really is, we reprint our Standard Performance Tests established by our Varnish Laboratories. Standard Performance Tests t. Dry to touch in not less than 2^ hour in order to as sure good wet edge brushability, and not over hours to minimize dust catching. 2,, Dry firm overnight for re coating (14 hours). 5. Dry tack free in 16 hmirs to test of paper pressed upon varnish or to with stand foot traffic 4. Dry bard enough in 48 hours to permit rubbing with ET pumice and min eral oiL 5. Elastic to knife scratch after 6 months of wear, 6. Resist liquids such as fruit juice, tea, coffee and bev erages, testa being per formed on films which are 96 hours old. 7. Immersion in boillog wa ter for hourproduces no more man moderate whit ening and recovery is com plete io y% hour. 8. Immersion in cold water for is hours produces no more than moderate whitening-and recovery Is com plete in 1 hour or less. 9- Wet neutral soap blocks, such u ivory, placed on film for 20 minutes, then rinsed off leave no perma nent mark on the fifan, 10. Immersion in 50 per cent grain alcohol (188 proof cut to 94) for 16 hours shows only moderate soft ening, and recovery is com plete in less than 1 hour. This compares with the ef fect of straight whiskey os gin left on the film urernight. KEM-TONE New Window & Counter Displays Window VT-dO Dramatic, colorful, eye-catching, Size JtO'x 40" mounted on cardboard for permanent display in. windows of Sem-VofiC Dealer*. Colorful Versatile * Easy to Install * Sells Item-Tone Kern-Tone Window Dis plays are always new and dif ferent and the material now being shipped la no exception. In fact, we think it is the finest Kem>Tone display material we have ever produced. This material includes every thing you need for a bang-up, hard-hitting window, Put this material to work as soon as it arrives. Cash in on the KemTone Radio Show and the great Spring Kcm-Tone Ad vertising Campaign. Make your store look like Kem-Tooe headquarters in your commu nity. Mid Wlndaw taitw Beautiful color atte tion-gdter, rixa 30 In. x 44) in. Spot-gummed for mounting on window. Included in fickigc with window display. Every Used S-W Shipping Carton Needed to Keep Paint Rolling! livery paint manufacturer can 1941purchase only 70% of his carton requirements-- and that simply means, that we are going to be several million short unless -- you -- the S-W Dealer--return ufl cartons that are in good condition. This is not act economy measure be cause reconditioning these car tons cost more chan new carcoos. It is a necessity---in order to be able to ship you your order of paint. Wt will pay rhe regular OPA Price Ceiling for every usable shipping carton received. Observe instructions below. Two S-W employees stack returned 1. How to Opea Without Damage l/` a long blunt opener such a> an tan spring, with end and edges bevelled like * letter opener. In a properly sealed, carton (spot glued) this knife will slide under (he dap next to tbe fold and will push through to die far side easily. Swing aide-wise toward the center, lifting up (be dap without leering. CAUTION; Nerw^pull up die flaps by theircdgcsorforccopcnwith a screw, driver or knife. This will damage the cartoo and make it unfit for farther use. 2. Collapse the Carton Fiat Immedi ately Upon Opening It takes but a moment to Loosen the flaps at both top end bottom. Opea them ouc ana col lapse the carton flat. If the bottom flaps are stitched ox stapled it may be difficult to remove these staples without tearing the flaps. Do not rcturo cartons too badly toco for re-use. 3t Stick Cartons in Compact bundles Store io a clean dry place until at least 100 lbs, are accumulated, (approximately 35 cartons) the minimum freight shipment. Tie securely into uniform compact bundle* tu abom 50 io prevent damage to edges. 4. Where to Ship Bundles Select the factory point acaxtsi you from the foliowiog: THE SHERWIN-WILLIAMS COMPANY Cleveland, Ohio... Chicago, 111............... Dallas, Texas...... Los Angeles, Calif.. Newark. N. 1.......... Oakland, Qjtf..... ..........Lime Road 115th Street Be Cottage Grove ..............4044 Commerce Screer .....................1450 E. Pico filed. ... ....Brown A Lister Streets ....................1450 Shcrwin Arc. Ship hy freight or truck COLLECT IMPORTANT: For qoickesr identification and handling of credits, plainly indicate on bill of lading and coral numbers of cartons shipped. Thanks for your condoned fine cooperation which helps us. S-W Radio Auditions Winners Four young aingera who won first prize awards of $1,000 end opera contracts in the ninth annual Shertvin-WiLtijung Opera Auditions of the Air at the Metropolitan Opera House, Sunday, April lfich, are shown being given the contracts by Edward Johnson, General Manager of the Opera Association (right), fab io rlghn Hugh Thompson, baritone, of Tacoma, 'Wash., William Hargrave, baritooe, of Culver City, Calif, and Philadelphia: Morion fiowe, tenor: Regina Remit, dramatic soprano, of New Volk City; Arthur w. SteudeL President, The Sherwiu-WjUisra* Co. This program Completes 20 weeks of Coast-To-Cowt radio advertising for Sberwin-williama Dealers and Sherwia-WjUiams Products. Thme 0007-SWP-000142113 WANT VOLUME? PUSH S-W ROOF COATINGS Uncle Sam Approves this Black Market! Locking for merchandise to del! to replace things you can't get? Sherwin-Williams Hoof Coatings will furnish part of the answer. The Roof Coating market is really a volume marker-- no quart and gallon sales--sky-sides of buildings really take the volume--i5*s and drums! Because roofs are out of sight, they are often forgotten until they start to leak and a suggestion from Mr. Dealer is often all that la needed to ring up' volume sales on the "ole*' cash register. The garage across the Street--the industrial plant on the edge of town--the farmer with hia many out-buildings, etc. are all your prospects for your S*W Roof Coatings. Do you realise a two-car garage requires 3 gallonsof liquid Roof Cement for a single appli cation--where else can you sell such volume for a corresponding area? Roof Coatings are unrestricted--yuu can have them in unlimited quantities and if you'll push them--you can sell them in the same way- Offer thirsty roofs in your community a new lease on life--give them a "drink" or quality S-W Liquid Roof Cement--5-W Plastic Roof Cement for patching. Put J's of S-W Roof Coatings on display In your windows. Include S-W Roof Coatings in your newspaper advertising and get the share of this market in your community that rightfully belongs to you. Remember, die Roof Coating market is a vol ume market and the 5-gallon container is the one popularly demanded. Be prepared for the roofing season in your territory. Remember, in Roof Coatings, the five's the size! A REPORT TO S-W DEALERS Contfaucd from Page Two dealers will understand the fair ness of such a policy. It is the only reasonable procedure where wartime demand exceeds wartime supply. Increased Advertising Although the demand for Sherwin-Williams paints far ex ceeds the supply passible to turn out in spice of SherwinWilliams tremendous efforts-- The Sherwin-Williams Com pany is not making the mistake of slowing down advertising t o your customers--the consumerTheir good will means too much. Their memories are too short to be neglected. They must be constantly reminded that Sherwin-Williams Paints ore the paints they need--even if all the colors they may want are not available. DISPLAYS...with Eye and Sales Appeal! 0007-SWP-000142114 Sh e r w in -Wil l ia ms ' SELLING TIPS Vo}. 7. No. 1 CLEVELAND, OHIO BEAUTY AND PROTECTION "BEST CAMPAIGN WE'VE EVER HAD" RESPONSE FROM S-W DEALERS The enthusiasm for the entire Spring Merchandising Pro gram has TKacherl heights Hxiieettinjc h U expeirtallonsi. If this enthnaiacm is any indicator of the amount of prospective busi ness to be done ly S-W Dealers in the spring of 1S3G, certainly Lt will be a banner year. "Bact to fundamentals"' wan the suggestion we received from every dealer we talked to before thia Advertising and Publicity w a r planned- "After all," they .vald, "the first thing we have to do ib to intercBt Property Owners in painting, and Wu can interest them easiest and beat by show ing them what it means In the term* they respond to quickest, In boauty, Iti prido of possession and pride of showing neighbors, in enjoyment--in the fun of Choos ing new colors. That's what they want," Cs the EaeasMgo 5J-W Dealers gave us. And so we have tried to follow thee* sentiments. No bickerings or arguments about our points end someone etso'e. No emphasis on otaoULt-g or checking nr peek ing. Nothing But the fundament als of point, and the tundanaentaLi 01 everyday humanity - aeou-ty and proieej-ion. Advertising Designed by Experts To tell this story to your cus tomers you need beautiful adver tising, in periodicals, on the air, in your Home Decorator, in your Window Displays, and In your newspaper ads. The "Beauty and Protection" theme was conceived by aur good friend Rfohard Ryehturik, who has designed eO many suoaoaefut displays for SharwlnWilHams Dealers. Wo then com missioned Rockwell Real, one of America's leading artists, to ren der the story in full color--not gorgeous mansions, but rooms and homes that everyone Uvea in and aspires to -- simple, emit, Amei-lcaD- To he sure that the thought de livered through the medium " tide KdverUsing to your commun ity would mens a sals delivered to your store, we have keyed each advertisement, as we have keyed each Radio Broadcast, to the flhtrwCh'WtiLfaiii* DhaFer, aa<f hr* ail-tmportant part Ln paint beauty and protection. The massage, the Thome, Is the one printed ht-low, and reprinted here: "drain Street or AfofropoH*. Citjf, Town, Or Hamlet, whercur the Vcvcr~tha-EMlth QnvbJem appears, there ta I*aint UoadquArtors. There the 8 b et v> i n-TPilitams 2>osJcr is wilting to help you an& to toi-tfo you.** Home Decorator Bigger and Better The Homo Decorator, with ita beautiful Rockwell Kent cover and Kent drawings inside, he "How to Point" ooction, and Us PAINT NOW-PAY LATER 'JUST 11KB WS SOVSMT QUK CAR ANA RfFftlGFRATORi entire appearance, means that H win Et greater distribution than ever before. The united response has already proven that. The Na* tlonaJ Advertising win engender equal enUu|itnm. because It is lr. reality a local campaign di rected entirely to the wide audi ence in every locality in America sorved by S-W Dealers. Tire periodicals Used In. this campaign allow Its treerendcun ecopc--o_U>tf. of them given oh the proof- Plea.es Painters, Too Psinters Are pleased with the "Beauty and Protection by Sherwin-Williams1' series of advertisements. Every ad carries a master-painters' picture in the signature. The copy first of alt sells painting, then paint. sheet of one of the ads, enclosed with this paper. The Spring Pointing CataJogU* In more complete than any you have ever had before. The Win. dew Dltpl&ys ore more colorful and more striking. Tha radio pro gram has drawn a widor acquaintanoo with every performance, and the hovel tie-in of the Homo Decorator for publicity purposes fr?"- tli prvrjHnmv la .- > e.^ >m. cality serving Sherwin-Williams dealers, has also been sLroosedAnd of acrurae the Budget Paymeat Plan is one of the greatest boosters of paint sales ever cre ated. 1336 a Big Paint Year Undoubtedly 1336 Is to be a paint-selling year. And from every Indication, insofar aa enthusiastic dealer response la concerned, the Shotwin-Willlanw Company had gives Its dealers eXAOtty Wbat they want and need, not only to JacreaBO oalra, but to make the year a banner one In Total volumo calcs and continuous leadership. FAMOUS ARTISTS INTERPRETS BEAUTY ARD PROTECTION Rockwell Kent, one of America's foremutiL artists and color au thorities, created the "Beauty and Protection" Figures, and the beau tiful color Illustrations for your spring advertising, m* home at Auuable Forks. N. Y., inn been painted with, a w p ever aine* it was erected tan years ago. Ha has used It ax a model Tor ana Of the moat. (thriving nAvArricRmeota in the color eerlea. IN THIS ISSUE Sbo nw Budget Payment Plan -will stimulate pointing just as Installment buying aocnlleratad ftuo and refrlgerator purchases. Read how you can profit. Page 2. *a Metropolitan Opera Audltlonu oq nation-wide network feature* 3-W dealers. Page 3, How to plan your spring ad vertising aompolgn. Pago 4. *aa Ptra-t overtoils- the uda Sntert showing one ol the Spring MbgtHlne advertisement*! and eompleto odvcrtiaibg wbodnle. Now linoleum finish will bring customers to your store. Read about it on page r>. New newspaper ado, dis tinctive In style. Pag* 6. w Free newspaper publicity lor ycrur store. See page T. Sales tips for go-getters on page a. "Main street or metropolis . . . city, town or hamlet...wherever the ^over-the-eartl/ emblem is displayed is paint headquart ers. There the Sherwin-Williams dealer will be waiting to help and to serve you." (Theme of all Spring advertisement*) Tb/s is YOUR message, It appears in lead ing magazines going into your community, telling your paint customers and prospects over and over again the Beauty and Pro tection story. Get the full benefit of it by making it a definite part ofyour sales plan, 0007-SWP-000142115 2 SELLING TIPS BUDGET PAYMENT PLAN BOON TO PAINT SALES GETS ACTION ON DELAYED PAINTING HOW YOU CAN CASH IN-OUTUNED HERE The Sherwin-Williams Budget Payment Plan will sell paint where paint couldn't be sold before. It opens new markets, new outlets li* your community. It brings to S-W Dealers the same plan to create all-time records in paint sales that is basic in the amazing growth of auto mobiles, refrigerators, washing machines radios and other items* It puts paint on the selling basis all America wants--budget payment, PAINT NOW--PAY MONTHLY. Kow yuu have thfl proven sales aid the paint industry has Iona awaited. Horo are the meet sal ient pointp. of the plan.: 1. Ne down-payment re i quired, 2. Pram 12 to IS months to pay. I I j a. Installments as low as $4.16 per month. 4. Smallest amount financed S70. 5. Largest amount financed $50,090. 6, First payment due one month from date of eom- i pletion of job. ` 7. Low National Housing ' Interest rates. 1. No 'Vi'd tape" - 9. One hundred per cent payment on contracts. 10. No recourse to Dealer or Painter. 11. Good workmanship re- ( quired. Too many painting jobs are left undone because the property own er cannot make the formerly ve> quired immediate payment. Moat of this business can he obtained . by telling the property owners in yoat community that they can pay for immediate painting, house job& and Lfituiioi-a, out T incus*?. I tit Message to Property Owner* Got the mcosoge to property owners. We have prepared fur you. a number of messages. First ' of all the Budget Payment Plan .nt described in both the Home " Decorator and the Spring Paint Window ditpluy card supplied ing Catalog. Then we have pre free with en.'fc order }tn- Spring pared an attractive little Jenflef. Catalog* which should he on your counter, not only In the paint department, but'hy the cash reglatur and in other parts of the store where customers circulate most fre quently, especially near the front of the store. Make a point to toll customers nmc that tha plan is now available for taking ear* of their spring painting. This little enclosure, form E-66-1, should bo nent out with all statements and wrapped In every ^PAY LATER In Conv*nint Payment* . over Tfl Monthil The Sh e r w ih Wil u a ms Budget Payment Phut Tieo windoi# ttreatrt&re supplied with. each order of Spring Catalogs DEALERS HELP PAINTERS FOR MUTUAL BENEFIT Form E-6S4, Or(t&)' pour supply of this atlraelivts property own ers' enclosure, Fits i/i.tv s/undtird sire envelops. package leaving the store. See illustration of enclosure on this page. Order your supply now from the Sherwjn.Williajuf Ad Service Department, Cleveland, Ohio, or Oakland, California. Window Materiel Diaplay Immediately the win dow streamers and window curd (Illustrated here) supplied with your package of Spidng window cards. Newspaper Ada Also available arc two small single column newspaper ad mats and one two column ad. It will be well Worth tho money to run these several times in your local newspaper. One dealer has taken the two column mat and had the ad printed, on a regular govern ment postcard And mailed them to hiu Hal of prospects and cus tomers. Give Budget Plan Promotion Material to Painter* Let the painter help you sell paint jobs under the Budget Pay ment Plan. The tint atop la to have paint ers' mooting? and explain the whole plan tu them. Tell them they get their money immediately and that many people -who for merly purchased paint and ap plied it themselves will now hire painters. Give every painter in your com munity this valuable book, ``How to Land More Painting Contracts with the S-W Budget Payment Plan." It is brief, can be read and understood thoroughly in 15 r?j*uZe Soak fur Painters Foret E-QGS Painter Letter-head minutes. It is the painting con tractor's guide book to the great est boon t o paint sales that over oceurod. Urge the painters to mall out the Budget Payment Plan An nouncement letLurs $heTwln-lJlHamfi has prepared for them. They nra attractively printed in four colors and include the paint er's business card. You may order these letters for your painters. They cost: him only SI in. lota ol 50 letters and business yards. No painter can afford to pass up the new business that the Budget Payment Plan will stimu late this Spring. Now! A TWO-PURPOSE HOME DECORATOR k 40 pages of up-to-the-minute decorating ideas. I Includes 24 pages of color illus trations. k "The Right Way to Paint''--16 pages of helpful painting infor mation. t Your name on book and envelope. Your wide use of the Home Decorator is proof of its unquestioned leader ship a.s the moat effective single paint gales item ever produced by a paint manufacturer. This year its effectiveness! has been doubled by the addition of 16 page rotogravure section on "Hgw to Paint." AM the valuable home decorating tips, color information, full color plates (plus cover and interior illustrations by Rockwell Kent) are there again. Then the 16-page section tells the housewife How to go about getting the effects shown'--so beautifully shown in the rest of the book. Here is a two-fold Home Decorator---a double-barreled paint seller. Some suggestions for distributing the Home Decorator; 1. Hand them out to customers who come into your store. 2. Mail them to a select Ibt of your best customers. 3. Send them oat with customer?' orders that you deliver. 4. Have them distributed by hand, from door to door. This is the proven ideal method. Young ladlea, delivering the book di rectly to the housewife, can discuss painting or decorating problems, can talk over plans, and can offer the services of your store. o. Place a number of copies in your local library. 6. Distribute them in the reception rooms of doctors' offices, beauiy parlors, barber shops, women's clubs, men's club or lodge rooms. ` Use order tlnxfc enclosed u*tih thin ih ii; of Soiling Tips" 0007-SWP-000142116 SELLING TIPS 3 RUSTERHOLZ REMODELS "MET" RADIO PROGRAM BIG SUCCESS Creates Erie, Pa.'s Most Unusual Business TIME EXTENDED DUE TO NATION-WIDE RESPONSE Anyone familiar with paint and wallpaper stores will get an actual thrill on entering the remodeled store of Harper Rusterholz--the Rusterholz Wallpaper and Paint Co., of Erie, Pa. Mr. Rusterholz anti his able assistant, Mrs. Goldie Johnson, have created a busi ness that nourished through out the entire depression. On March 15th their new store at the old location will be opened to all Erie. Mr, Rusterholz feels that the best way to sell paint and wallpaper is to sell, hot the materials, but the effect of the materials r on the View of paint Motion, Jtufterhote Store, Erie, Pa. rooms and on the homes they cover. With this basic plan, a gallery in the rear of the store shows in a very simple and effective manner a series of eight typical rooms. These are ingenious' ly arranged to take up a minimum of door space, and to give an actual demonstra and the center section is used as aisle space and a small meeting room. Here groups of thirty-five or forty, from clubs, churches, charitable organizations, etc., are given actual demonstrations by Mrs. Johnson as to how a room or a house should be planned. tion of how the full interior will look by showing one wall and a few feet of the two ad joining walls. Four rooms are on each side of the gallery, At the opening, experts from. The Sherwin-Williams Co., and The Imperial Wall paper Co., win address these groups. The store Itself fa so arranged that any customer has a feeling of space, ease, and leisure in inspecting the type of material they wish to buy. One side is devoted entirely to S-W paints, and the opposite side to wallpaj>er---the walls themselves further display all print and wallpaper comb i n at 1 o n s. Any SherwimWflllama deal er driving in the vicinity of Erie will do himself a favor by stopping and seeing the Rusterholz store. Mr. RusterhoJz extends a hearty wel come to one and all. Demonstration Rnnmjt, v ia w Ruxterholx Stove, Erie, Pa. Note: In a forthcoming issue of "Selling Tips" some of the unusual selling schemes Rusterholz uses will be furnished in full detail. From nlL corners of the country, from people in all walks of life, from elastomers, new customers made through the broadcast, and from dealers, comes a ringing response of enthusiasm and approval for the Sherwin-Williams spon sored Metropolitan Auditions. Every letter that we receive stressed the fact that America likes better music, and that the people who listen to this program are the members of each community mosL interested in paint and painting. The lack of boisterous commercialism is also complimented, as is the message so widely broadcast on the air and in print, "Main Street or Metropolis, City, Town, ttr Hamlet, wherever the Cover- the-Earth otHblatft appear*i, there i& Paint Headquarters. There the Shenciii-Willia ma dealer w waitiafj to help and atree you. It is unquestionably the*?- best radio program Sherwin- Williams dealers have ever Directs S~W Programs had. The National Broadcast ing Company's Montreal sta tion was added to the net work on February 16th; And the program has been ex tended to carry through the month of March. Edward Johnson, Director of the Metropolitan Opera, la highly enthusiastic over the splendid voices the audi tions have introduced to the country. And the biggest part of the program is yet to come. That part is the i final choice of voices, to sing] at the "Met." Millions of peo- j pie in America will hear of \ EDWARD JOHNSOK the winners and will also \j Director, Metropolitan Opera hear of Sherwin-Williams' part in bringing these new Association star* out to the front. Edward Johnson, whose "Metropolitan Auditions", TUNE IN: Every Sunday Afternoon Over NBC Red Network sponsored, by The Sherwin- Williams Co., over a national radio Jnxik-up, are bringing *3& p- TM.r EST, 113* p, in*, MST. ZtM p. ra, CsT, I3;30 v. re,. PCT. "Beauty and Protection" to k II America. HERE IT IS! YOUR SPRING CATALOG 24 Pages in Full Color Your Name Part of Cover Design Lists 28 Items With Prices 5 Spring Specials at Attractive Prices The Spring Fainting Catalogue follows the enormously suc cessful "Fall Catalogue." It is made to order to bring customers into your store -- and to bring them in again and again. It's the perfect "sister act." The Home Decorator tells your customers what prod ucts and colors to use--and how to apply these paints. ThB Spring Catalogue describes the products, gives prices, and tells what quanti ties to buy to do the job. And it is no "flyer" but a full color, atten tion-arresting catalogue, featuring paints and specialties at special and attractive prices. Past experience with it tells us that it is saved, throughout the season. It's a go-getting paint salesman. HOW TO DISTRIBUTE: 1. Mail to a select list. The feature is a selfntailer and needs no envelope, lc postage. 2. Distributed from door to door by persons able to give a brief personal message as the book is presented. This method has proved most effective. 0007-SWP-000142117 4 SELLING TIPS ENTIRE SPRING CAMPAIGN KEYED TO YOUR COMMUNITY Do you realize that the Sherwin-Williams advertis ing in the leading magaaincs is a& definitely keyed to your own community as ifi your "Home Decorator/' your Spring Painting Catalogue, or your newspaper advertising? The "Beauty and Protection" advertisements appearing in these periodicals are going into your locality, and being seen and read by your customers and your prospects. For example, in Dubuque County, Jn Iowa, "Beauty and Protection" ads will appear 73,268 times* In Morris County, New Jersey* 186,208 times, in Santa Clara County, Califor nia, 263,732 times. And so on, for every county, and every trading ar$a in the United States, years included. ftiff Ith'idifiontion Jar iSmnfJ Slorefronl, //. A. fiotdf, Kentrore, IV- Y.. dealer, ?irnjvi juitol con bit dune. ftert rr.iih O smalt tilth-, fo takr udootUa'je of Shnetavt-WiUuvn* dtafer idanlijjca/ift>t *ynj. HOW TO USE SPRING SALES AIDS Hero la the moat complete line of sullies aiil* ahenvUi-WJIllamii have ever had. Every effort has bven i4d to cerate not only the best possible sales old*, hut to see ttiaC tliay could lx- glmyly *od cully used for the most effective results. These are tided nod tine lea* lures, Rod there are new features that buvu promise uf befog as suc cess tul as che old favorite* they join. Here are ail uf them--eJl de signed to be Of cosy use to you, sad of paint buyIn ^ Interest to ypur customers. The Home Decorator tection" themo. And they make The most successful single sales- aid in the Pniut Industry. Cheek the distribution hints on page 2. Use every means at your Com mand to i#e that every j>afot-pUr chasing bousewife in your locality gets her copy of this book. dcilnite sales for you--SO use them* page 3. Kadi* Spot AnnoSacemenfe A paint-selling Berios of radio pnt onurancetaentv, ready for Immediate distribution an request. Us* postcard enclosed. Short an nouncements Uke thee have Spring Faint Catalogue proved themselves tn bfl sure-fire Last fall'* successful catalogue salea-psller*. U repeated this spring, more col j "Met" Auditions orful, enlarged. Again oee to Its ' Finest program fttwrw!n*rWit- distribution, and the widest pos , tiani? dealers ever hod. Capital* sible-even wider than the Home 'Decorator. It is wise to distribute these a s early In the you can, for experience ccusa showed as US , ' Isa on it In your locality. This program has been building popu larity fur Hmtir, ftir Hj sponsor and you. IL Is keyed to your Store. Re* that local xnustcut clubd know that this feature woo retained and i of It from you--It will add to your referred (c. again and again dur \uc*l prestige. ing the pointing soason. See National Magazine Advertising further details about this on This is keyed to you. (Jce it. page 3. MRitlon Hockwalt Kant's name Xewgpaper Ads to Interested groups. Use the The best now&paper a da w d 'v o ever had. Best beosueo lhy ate definitely designed to sell the products you curry--and aaJl your , alOTfi to your ouetomori). Use them aa often 40 you obu during I the painting soaeor.. Sec full dc j tails on page ft. enclosed color proof for .1nm> dloto display, and also display the window bn ckground, using the sonar: llliiKtravines as la the ads. Them? ada, tka ffomo Decorator. the Catalogue, and your displays all tie together in one large vclJ- Ine force to kelp you ecu. Newspaper Publicity A new end unusual opportunity ts ihe'-HeWio Decorator" series of publicity releases, Be sure and chow these to your local editor* Hft'U want to use them, and they will attract more notice to your store, and further establish you Budget Payment Plan. . Probably iho greatest boon, to point e&les tha industry hoe ever knawn. Brings you to an un touched paint market. Be sure that painting contractors know about It now. It will help them-- you will be helping them--and. getting additional volume bual- ns "Faint Headquaitaru." See de nosa yaurdOlf- Every painting con tails on page 7. tractor uhouid have the bgk dc- Window Displays Tli* ilvu-yieos display Illustrated below Is "Beauty and Protection" in your rtorc window. Its color and appeal will bribe many cus tomers to your store. Be sure and keep it on display during the senson. because It Is one of your pnrlbad an page 2. Also give prop* erty owners the new.* Bvdgot Plan forder CFnrm J50W>. See page 2. Special Price* on Fofrular Froduoto Bring these spring spacJjdu to Lhe attention of your RiifttameFs and prospects In all possible ways. Word of mouth advertising la al ways good, and you can start a definite lle-ups with the National chain, of this powerful type of pub frtagulne Advertising. See below. licity working in your favor, if Other Displays Specials, Counter Duplays, Ban ners--all attractively prepared to lit in wilt the "Beauty and Pro you will mention (heart special* in advance of their announcement. All oro featured in the Spring Fainting Catalogue shown on page- A SKYLIGHT CEILINGS WITH SAVE-LITE Don't overlook a largo and. Im portant market in every ogiumuaity. That market I* tha retail stores is your trading area. "We consider every store of any kind within twelve blocks of our store a customer rightly belonging to us," said one Aggressive and pro gressive dealer. "Wr buy in th* community, and we sell everyone else in the business we cnn. It'd good business lit all xespeeta*" Try It ou (he celling of ycur own llcre. In uthr words, paint that calling with 3-W Suvc-IJt*. 7ou'U bo astonished at th* difference, and It will make your Store a bet ter place to do business, ahd you'It And that you do more business. You can then u m your store os * demonstration ground, as a basis for future sales. Rn/arn poinliAS. After painting. Nineteen out of twenty stores do not Iwvf) enough light. Those pictured dhow a model grucaiy storo Interior before add after painting JUST THE CEILING white. The side walk remained the same In both, pictures--a light blue. The amuimi Of light Wfcs doubled. Thcuc figures were so ioteroet-Irg to tbo groocry trade thfit every important grocery periodical carried the story. Bring tbe eubject of "SkyUghUag CslUngs wtlb Savc-Llght" to the atteatlon of grocers In your neighborhood. They'll tcmcxnbar the itetos they saw in their trade journals. Add bring It to the attention of drug stores, dress shops, barber ahopt, beauty shops, clubs, hotels. De Luxe Wmdow Display Ties Store to National Advertising "Beauty and Protection" For Your Windows The- beautiful five-piece display illustrated here Lai been created in order to fating "Beauty and fTotMtiftn" yjght into your store. The display ia a masterpiece of display art. Euth plant ia R separate nul and if there Is nnt room In your win dow fur the entire display, it can be separated, parts being used on rnuruhandi^e couplers Inside your Atoru. People patsifig your window and seeing this display 'will remember the identical "Buauly and Protcctionh Agurea seen with the ad vertising in the magaxinas they have been reading. The center panel of this display in made in the proper size to fil iato Ponnoflox Dleptey. and will be automatically mailed to those daalvra who have purchased the Perwft-FJftt stand. If you Want this display, order it the next time you &ee the Sherwin-WjHiams Rcprescntotlve, or write fw it, nekittg fo-r form sum- l^r W 2S2. 0007-SWP-000142118 THESE ADVERTISEMENTS (IN FULL PAGES, FULL COLOR) IB pt Ay t v . ANC rw>r ' l> i";v V j V flov " k WILL APPEAR THIS SPRING FEBRUARY rUBUCATlOH OK a*f ~ ISSUE DATE MeCALL'S MAGAZINE .... February 10 LADIES' HOME JOURNAL -- February 10 PICTORIAL REVIEW......................February 10 COUNTRY GENTLEMAN - - February 11 WOMAN'S HOME COMPANION February IS HOLLAND'S MAGAZINE - - February IS DELINEATOR -...................................February 20 COUNTRY HOME ------ February 20 MtoftK Mor*h March March March March March March GOOD HOUSEKEEPING .... February 25 March SUBJECT Semi-Lustre Semi-Lustre Semi-Luvtre Gemi-Lustre Semi-Luatra White House Seml-Luatr* Semi-Lustre Gemi-Luetre MARCH PUBLICATION OW SALE NATIONAL GEOGRAPHIC . - - March 1 FORTUNE................................................March 1 HOUSEHOLD MAGAZINE - - - March 5 COSMOPOLITAN...............................March 10 PICTORIAL REVIEW......................March 10 LADIES' HOME JOURNAL - - March 10 McCALL'S MAGAZINE - - - - March 10 SATURDAY EVENING POST March IS AMERICAN MAGAZINE - - - - March 16 SUCCESSFUL FARMING - - - March 19 HOLLAND'S MAGAZINE - - - March 15 WOMAN'S HOME COMPANION March 15 COUNTRY GENTLEMAN . - March 17 BETTER HOMES A GARDENS - March 20 ATLANTIC MONTHLY .... Murelt 20 HARPER'S MAGAZINE .... March 20 COUNTRY HOME..............................Match 30 DELINEATOR - ---------------------- - March 20 AMERICAN HOME..........................March 25 GOOD HOUSEKEEPING .... March 25 COLLIER'S................................................March 27 HOUSE BEAUTIFUL..........................March 30 HOUSE & GARDEN ...... March 30 ItSUE DATE SUBJECT March March Living Room laving Kmih April White Haui April Living Room April Enamelold April Enarneloid April Enarneloid March 14 Living Room April Living Room April April Enarneloid Yellow House April Enarneloid April Enarneloid April Living Rcokn April White House April laving Room. AprU April April April Enarneloid Enarneloid Living Room EncmeloU April 4 White House April April Living Room While Hour. APRIL PUBLICATION OH SALE NATIONAL GEOGRAPHIC . .April 1 FORTUNE.......................................April 1 TIME....................................................April 3 HOUSEHOLD MAGAZINE - - -April S SATURDAY EVENING POST.April 9 COSMOPOUTAN.......................- April 10 PICTORIAL REVIEW............April 10 LADIES' HOME JOURNAL - -April 10 McCALL'S MAGAZINE - * - -April 10 COUNTRY GENTLEMANApril H -- AMERICAN MAGAZINE------April 16 SUCCESSFUL FARMINGApril 15 HOLLAND'S MAGAZINE - - -April IS WOMAN'S HOME COMPANION April IS ISSUE DATE SUBJECT April April White Heu** Bed Room April 4 White House May Living Room April11 White House May May Bod Room Flat-Ton* May May May Flat-Tone Flat-Tone Flat-Ton* May White Hbiu. May May May Flat-Tone Living Room Flat-Tone LA P R I (Continued) PUBLICATION OH 3JU.fi BETTER HOMES A GARDENS - April 20 ATLANTIC MONTHLY - - - - April 20 HARPER'S MAGAZINE - - - - April 20 COUNTRY HOME April 20 DELINEATOR................................- April 20 COLLIER'S ............................................April 24 AMERICAN HOME..........................April 2S GOOD HOUSEKEEPING - - - - April 2S HOUSE BEAUTIFUL ...... April 30 HOUSE & GARDEN ------ April 3Q ISSUE DATE May May May May May 2 May May May May SUBJECT White House Living Room WMt* House Flat-Tone Flat-Tone Living Room White House Flat.Tan* Whit* House Living Rc o PeX MAY PUBLICATION ON SALE NATIONAL GEOGRAPHIC - - May 1 FORTUNE - -.......................................May 1 PICTORIAL REVIEW......................May 10 LADIES' HOME JOURNAL - - May 10 McCALL'S MAGAZINE ... - May 10 COUNTRY GENTLEMAN - * - May 12 AMERICAN MAGAZINE - - - - May 15 SUCCESSFUL FARMING - - May IS HOLLAND'S MAGAZINE - - - May 15 WOMAN'S HOME COMPANION May 15 BETTER HOMES & GARDENS - May 20 ATLANTIC MONTHLY - - - - May 20 HARPER'S MAGAZINE - - - - May 20 COUNTRY HOME..............................May 20 DELINEATOR.......................................May 20 SATURDAY EVENING POST - May 21 AMERICAN HOME May 25 GOOD HOUSEKEEPING - - - - May 25 COLLIER'S ............................................May 29 HOUSE BEAUTIFUL..........................May 30 HOUSE & GARDEN..........................May 30 ISSUE DATE SUBJECT May Yellow House May June White HoiUO SWP June S WP June SWP June SWP June Yellow House June SWP June Bed Room June SWP June Yellow House June Yellow House June Hod Room June SWP June SWP May23 Yellcw House June Bed Room June SWP June Yellow House June Bed'Room June Yellow HoUf* JUNE PUBLICATION ON SALE FORTUNE ................................................June 1 TIME ------- - ------ June 6 HOUSEHOLD MAGAZINE - - - June 3 COSMOPOLITAN ------- June 10 SATURDAY EVENING POST - June 11 COUNTRY GENTLEMAN----------Jim* i5 AMERICAN MAGAZINE - - * June IS BETTER HOMES & GARDENS - June 20 ATLANTIC MONTHLY - - - - June 20 HARPER'S MAGAZINE .... June 00 COUNTRY HOME ....... June 20 AMERICAN HOME.....................- June 25 COLLIER'S June 26 NATIONAL GEOGRAPHIC - - July 1 ISSUE DATE SUBJECT June June Yellow House Yellow House July Bod Room July Yellow House June 13 Bed Room July Semi-Lustre July Bed Room July July Bed Room Bed Roam July Yellow House July Semi-Lustre. July Yellow Hove* July 4 Bed Room July Bed Room 145,691,228 MESSAGES! YOUR COMMUNITY-EVERY COMMUNITY IN AMERICA WILL SEE AND READ BEAUTY AND PROTECTION SWMtOA i-fO ft ip BY Sh e r w in -Wil l ia ms MOTE OtlvsfdtoftUi proof U .(Midhply plcroPul It wbpm h. cun sci-n. 0007-SWP-000142119 BEAUTY AND PROTECTION b y Sh e r v y i n -Wi l l i a ms From the use of paint -- Sherwin-Williams paint--come pleasures few things can give. Every bit oi your heart's desire far the color, freshness, and loveliness of a newly painted room is at your brush's bidding Your walls and woodwork become warm and friendly-- almost animated -- under the touch of colorful, easily ap plied S-W Flat-Tone. Should you wish a bright, quickly washable quality added to the color beauty, S-W Semi Lustre awaits your commands. And chairs, tables, cabinets, kitchen, bathroom and breakfast room indispensables al luringly join the color magic parade when you repaint them with glistening S-W Enameloid Painting is fascinating .. . fascinating to watch and antic ipate the final beauty on the big jobs where the painting is done by a master painter . ,. fascinating to feel the flow from the brush as you recreate a table or chair yourself. And a paint can ... with a Sherwin-Williams label around it . . . is an indispensable part of your home's beauty and protection. Be it famous old SWP, America's best known and most widely used house paint; be it the interior paints mentioned; or be it any other of Sherwin-Williams well known products--furniture polish, floor waxes and finishes, etc., -- it is made to help you to beautifully identify your dearest possessions -- to transform a house into a home. "All you need to know about paint is Sherwin-Williams." Go to "paint headquarters" in your locality. There the Sherwin-Williams "cover the earth" emblem means help and service from a paint dealer able to aid and guide you. You can. hav tw*lv to Arghteen mouth* to pa? tor your painting. Ack lb* Shatwin.-William* dealerlayout locality about the S-W Budget Payment Plan. Writ* dLrectlytoSharwin-Wllllam* Co.,Dept. S-2, Cleveland,O. The now Shrwln-W|[[iains Homo Decorator, a sours* book of color and p4lnt idoat can be had Jraa of charge from the Shetwin-Willtam* dtaler in ytmi Locality. Or wfitnTheSbervrin-Wi))L*insC'O..Dept.S-21 Cleveland,O- Sh e r w in -Wil l ia ms Pa in t s ALL YOU NEED TO KNOW ABOUT PAINT THIS ADVERTISEMENT APPEARS IN ON BALE Fo r t u n e - -..................................... - March 1 NATIONAL GEOGRAPHIC - - - Moteh. I COSMOPOLITAN........................... - March ID SATURDAY EVENING POST - - March IS AMERICAN MAGAZINE - - - - March 15 SETTER HOMES & GARDENS - March 20 HARPER'S MAGAZINE - - - - - Match SO ISSUE DATE Marsh 1, March March 14 April April April CIRCULATION- 100.000 1,200,000 1.550,000 2,100.000 l,8Od,Q0O I.M3.0W 100.000 OK CALC ftfcasaCMI HOME........................ - March 2S HOUSE BEAUTIFUL ................... - March 30 HOUSEHOLD MAGAZINE - - - - April 5 HOLLAND'S MAGAZINE - - - - April IS ATLANTIC MONTHLY ... * - April 20 COLLIER'S -..................................... - April 24 HOUSE & GARDEN....................... - April 30 ISSUE PATE April April May Mny May May 2 May CIRCULATION 650,000 90.000 l,7SU,0W 423,000 96,000 2.300,000 100,000 0007-SWP-000142120 SELLING TIPS 5 Sh e r w in -Wil l ia ms p a in t s Storefront Banner-, 2V4ttlO foot. Fern W-SQI. Soe boa at bottom of page NEW PRODUCT ANSWERS DEMAND FOR CRYSTAL-CLEAR Painting Up Sh e &w ih -Wil u a m: LINOLEUM FINISH Startsat Home New Counter Display Sells Clearolin Hr TM Ih a real Hfllf-aelUng; display. It shown convincingly that Cleat* nlln is really crystal ciBar. Covers all Ui sales points; "Will not turn, yellow. Makes linoleum look new agara, a tough durable nnlah. Easily Clranod -with a damp Clatb. Will not discolor the moat delicate pattern. Easy to apply- Waterproof. Dries la one hour/ Furnished fr to iIa aIp c a firdartntf an aj*nrtmnL nf 12 quarts and 12 pints of Cle&rolia. There have been good and bad linoleum finishes--some easy to apply, some hard to apply? some short wearing, some long lived; some quick drying, some long drying. But good or bad, there has been one disadvantage to lin oleum finishes. They were not clear and transparent enough to allow the pattern beneath it to appear in its original brightness once the finish was given to the linoleum. To find a crystal clear linoleum finish lhal slay s clear, that won't darken light patterns, has been the pursuit of all varnish manufacturers. Sherwin-Williams Research Depart ment has finally solved the pioblem and Sherwin-Williams Clearolin--"the crystal clear linoleum finish that stays clear"---is the answer. It not only keeps the linoleum new and brightens up dull, worn surfaces--it stays clear and it won't darken light patterns. It is easy to apply and dries in one hour. A quart will cover an 8x12 linoleum flood. A damp cloth easily < keeps it clean. Here Is an Your Customers Will Like other Sherwan-W i 11 i a m a These Features in Clearolin product ordered to be made, and made to order for Spring Crystal clear sates. Clearolin is featured Will not turn yellow in the Spring Painting Cata log and the Spring News paper Advertisements at a special introductory price. Be sure to have a good stock of Clearolin on band to meet demands. This product is Won't discolor lightest patterns Easy to apply Dries in one hour 8. Easily cleaned with a damp cloth Waterproof destined to go places, Tough, durable finish. Sat &.& example this opring1 by painting up yout storefront, gem fltore Front Finished are ideal tor Pile purpose. They come in many RnrjMVfv* hrlfjMt Colors, their gLocis U sharp, thy`r easy to ap ply, dry quickly, nsd are excep tionally durable. While you tvre about it, MO ycur signs still attractive? Paint them up, too. If you have a SherwSnwniiamB dealer's identification sign, sponge ft olT or rinse -with a boat. It is porcelain and wilt lonk like new and be visible tor a greator distance damn, the street. GIVE TOURSELF AN INVENTORY Are you wing the sales aids planned tor you in your local ity this sj/H&iS? Are you taking advantage ot "U or only a fw at the best paint promotion features we've ever had? R+ member, 193$ is a paint year. Give yourself thlH inventory to ha aure and got nii your share at this wiarfeet rend this ha*tinttati WINDOW DISPLAYS Windows'that are at tractively dressed go hand in hand with suc cessful paint merchan dising. To make it easier for you to give your win dows plenty of paint atmosphere, wc have pre pared a set of colorful window cards and streamers, each piece telling an effective mes sage. The cards can be used inside your store as well -- on counters or merchandise tables. The specials on Screen Enamel, Clearolin (lino leum finish), FJo-Was and Flaxuap are featured on cards with prices. The entire set of cards (Form W296) will be shipped with all orders for Spring Paint Catalogues and newspaper mats. It in cludes the large store front banner, shown at the top of this page. 0007-SWP-000142121 6 SELLING TIPS I WRITE FOR NEWSPAPER AD PROOF BOOK Shows 64 suggestions for your local newspa per advertising. The form is B-583. Budget Payment Plan Ads Run a few of these, too, to let property owners m your community know that you can arrange convenient terms for taking care of needed paint ing that otherwise would be delayed at the risk of large re pair bills. The Proof Book in cludes a series of these ads from which to make your se lection. Mats are free. 0007-SWP-000142122 SELLING TIPS T LITTLE SMILE WIL L GO A LOIV G "W"AY^ lllvslTadion* from S*W AdverlutsmenU in Motor and Aviation Magazine* i t-.JUt'iiiri "Unci* Pets fays they're um ffOnna have sippsrf on the afanft- case *1 ext year." `Mi*' yetttvday A* won a bet from Uncle Herman for tttakin* a barber pole outs. that smoke stack." "ifiiJH'H yontut be mird/* '*r*. Ac ain't tirin' so troB liftin' M*ol i.*' "It w /h 'I Ibtl it'* ker birlfiitnf sn* hr fsroimrrd r,r& tit* pin* wick*." "He** botn paintrn' comelt now for a year,' l/lu/tdr io th' biy blue rotidaler is (fae any miti'uie.'* SHERWIN-WILLIAMS PRODUCTS ON MODEL HOMES Built by Leading Magazines Model beaus, built by eucb pub- JicaUoaa <l s HOUSE 4s GABBEH, HOUSE BEAUTIFUL, and GOOD HOUSEKEEPING arc funturlng decorative treatments in SherwiaWilliam* paints. Since each Lc famous for the houses and rooms Its nrchltftolB create, they chose Sherwln-Wniiams Palnlh Lu cuiTy out their color treatments in a manner befitting the job. HOUSE * GARDEN Is just completing Us model home at Scoradolc, New York. Sc ih H.U3- tro, Enamcloid. and Flat-Ton* have bean used throughout the Interior to carry out the design* of Margaret Darz&n. the decora tor, and Verna Sulumanaky, archi tect. On the exterior Stucco and Concrete white beautifully en hancer the appearance of the lovely houee. HOUSE BEAUTIFUL is hlbiting its dettoraUve eUggeatiOUs lu n series of room* at the Savoy' Eta**, Hotel In New York. The kitchen, living room, end foyer are finished with Sherwin-Wil liams points, And GOOD HOtTSEKHEJHING'S spring room display Also llHna Rrml-Taiuctr? and h'latTooc. Not only wilt thousands la the Metropolitan. u& vleit and see these roome, but mllllona all over the country wilt feed about them add see them tlliifil.rated in the pages ur the magazines in ques tion. The drat showing will be In the March issue of HOUSE Be a u t if u l . The picture at the left is the modern interior of the model house erected la th* Fc. C!. A. Building, Rockefeller Ceatar, New York City. 1,875/000 Homs Decorators, 3,275/000 Spring Catalogs ordered by S-W Dealers To Date Have you ordered yours? FOR SPRING [ It a coat of 'Wall Primer and Staler. Follow with a coat of Semi-Lustre and Wall Primer and SEMI-JLUSTRE Sealer mixed half uad half. Fid ish with one straight coat uf Serul-Luatre. When the panel Is Simple Display Effecting Selling Device Seeing Is believing. That's why demonstrations are stiong aales makers. Many dealers have writ ten in to tell of their success in eolling Semi-Lustre with the aid of a simple demonstration panel to illustrate the washability of thoroughly dry daub *nrae ink and mercurnchronpie over its sur face, draw a few crayon t t u v pV* o r it and finish wjth a sooty hanrlpTlnt. Now you at/? ready to demonstrate, Making the Uemonitfation All that in needed t q a sponge ami u bowl of water Into which has been tffogolvcd a Omul) quan tity of Fkuxoap. Wipe the damp ened. sponge across iho surface this wall finish. This is how it is end Semi-Lustre will come Up doner Fjailinij. Do not clean tho whole Preparation of tile 1'aud 1 flurfifie but rather a diagonal i stripe to show the comparison. Taka a piece of Mu.sonitc j Not many customers can. resist Froatwood or wall board and tfive | this convincing test. FREE LOCAL NEWSPAPER PUBLICITY ESTABLISHES YOUR STORE AS HOME DECORATION HEADQUARTERS All newspapers are interested in home, decoration. It forms one of the basic features of any paper because its appeal is unlimited, and be cause women find it one of their basic needs. For this reason, editors will be particularly anxious to utilize the Home Decorator Newspaper Mat service, furnished to all Sherwin-Williams dealers. The Mata come complete with a striking illustration, and both illustration and subject matter are done by decorators thoroughly familiar with home problems. What makert th* tie-in even better Js that each of these should be placed with your local newspaper with your signature at the mast-head. Simply re quest the mats, talk to your editor, show him this feature and explain that it will appear ns a local item and not a syndicated piece which he would have to pay for, and the response will be instantaneous. There is no cost to the paper and no cost to the SherwinWniiain.s dealer. And the Home Dec orator becomes, not only a booklet for your general distribution, but a series of newspaper articles for the same pur pose. You may order these mats by mailing the enclosed, post card. This is tms of Itsn Jtulflieity article** mafic furiiinked without charge. Cut Humbert 9S1 to ssso irtcTwnW Th e Ho me De c o r a t o r --= YOUR SIGNATURE ==---= Bathroom 'I fanltirv flteJag thing ... for th* bath I* > lal* of lu pate Cato, n,kn th* uiuJcro both. Nor t o o dark 4 major color tinec you will uant good light refaction values, Heiu beardc ita *hv*g, faces are powdered and there nun bo light sad SltnLj- *f it to i,id bnichei'rd chins 4. W'V n For i ihw* i -_____., __________________ "rt sicikiag nd appealing than the lai. - , . but he careful. Bet a warm eofr gray with plenty of depth. Ifeuc pauu dealer wilt help ydu gladly in your nhnira, pjr. tur* the Wills of soft gray print; dark. :hr floor 1 four towels aLODogruacd in d,h red . . this lut otedo't be nn oxpenaiva ftem either--plain white towelling la not ,u pcnalvs and tho monorramlag can ha done At Jiw d o j end the last touch--en ollrd *iik shower cnnalo with vtroobi tr i* i tb* a > the r t of ana tplaehen of ypui same red pactere,. iaifiT oB. .. _________dated the -- -- ------ beyond the p*lc< And -woMI wager that this particular bcauiy-iticired mom it the asm* La. eimeot crery bora*... St'S the bathroom every time. It tl so euy I* ju*t hang th* tcweU on ibe each, put ch SM(i la the dish, catl It quit* Ml J get to orotic on the aevluiAg rom dropea. ft la logical that more cara be given tha rAeoa Which are the n**t lived Id , hot dia blcehfelo of the av*v*gc bath is a bLot on th* titstcbiH of th* artrirt hoascwlfe. And attcuiefl It la Celtme. too. aa a walk through Ehc faouee lug depameau of our Larca stores will fthnw you. Vou will a home wailing for . . . or l*da with . . . the wherewithal to There you sir. A reom nn Invigorntlne aa yanr itsieJai sliowu and aa chverfaT as a day In June. Th* patinting Jlaob iaa't * w.tin__t_n__n_s__t_a_s_k b-.y -a.n..y .m.ieann*i. Yreou ceutnt have ycoruar ponlncrc do itt. or do It ycunelf. It taha ceanr<* , , , Inborn tslent. Begin at the cop. erub tho old aiitfaseB "clean aa a whiatlt" end rinse off all soapy film. Scrape off looie teelea of cM paint and fill tha ceska er holts with patching eluttr. T^t it dry: put on a coat of walf.ptimer. dip your brush Into can of icml-lustre <lueidatltally, ifi laeapeaiiv* and dvrablt) and priced o a snooth, sstlnv, tfghl nrtiih teat washes elcoat as easily as China plalc, Simufc a, ywit A B C's. Truly, providing * lovely, toloifol do your hot for the [sally orphan. ' betkrcom In faultleae finiah i* vns of the Title von cao day, there da in Th* ar such grand way of "King thlnn up tho J ultiit rofnplicienli your hut, and It you cm pay n piept I, wilt ho a aourt* *f bathroems. Th* old ida that while uni acre white ii the eaiy thing.., th* nly J I coiutsnc family. satltfaetlaa to you ' ud your 0007-SWP-000142123 s TIPS SELLING TIPS TO GO-GETTERS MUSIC SELLS PAINT A lady came into an Albany aUfC Lbe other day and bought forty dollars' worth of SherwlnWiUiuc.t, Paints. She sahl to the clerk: 44I have never been 1)1 bars be fore. But it seemed to mo that a company Lht would put on such a flue radio program giving the young singers such a rare oppor tunity must make only the fluent palate.'1 Here's a tip. Thera are lota of people is your locality who fee] the saute way about it. These people are invariably Leaders in their coniuiujiilKLH, leaders in civic and aerial aITnLnf, They also include all the people with fond ness far music in. your locality. Write to them, talk to them about SELL SAVE-LITE Every Grocery Publication Carries Story on Sherwin-TVilHadis Save-Lite barreled value of o book in the home and column in your local paper will bo one of your biggest aids to Spring business. HAVE YOD A SIGHT-METER? We've made testa in grocery stores, drug stores, beauty Bhopn, to ace just what happens when the cciling3 ore painted white. We've teen amazed to find the amount of light in many stores increases anywhere Inim CO lo 100%. livery loading grocery magazine in the country has car ried stories raoontly on these tests. Ask your neighborhood ONE OF THE FINEST! their interest in the S*W radio program. TheyM respond with paint orders as soon as yon get them into your store. EDITOR EAGER FOR HOME DECORATOR SERIES! One of the most ingenious paint salesmen ever invented ia the same Sight-Meter that has done such line Work for the electrical companies in *he Better T.ipht. Bettor Sight campaign, showing home owners and business 1TL8U. what the right amount of light means U> eyesight, comfort, to appearance, and to efficient liv ing and working in home, office and shop. Remember that one of paint's greatest uses La to reflect light. Show* youT customers with a very simple demonstration with a grocer if he has read these ar ticles by Sherwin-Williame *n- ginsora. Point out to all the mer chants within your trading radius the value they can get by "sky lighting their ceilings with SaverLitc-'1 Not only the store itself, but everything on display in It The editor of the Erie. Fa., Herald Dispatch took one look at the Home Decorator scries of newspaper articles and asked to have mats immediately so that he cculd schedule the ten articles to be Used in his Sunday magazine section during the months of March. April and May, They w[]L carry the signature of Hu. John son, "heme fashionist for the Rusterholz Wall .Paper and Paint Co.. Sherwin-Wiiliama dealer in Erie." Hero ia a real feature--a real business getter. Editors will be anxious to run it because of its Interesting treatment of a sub* ject every woman is interested in. Aiul when you distribute your Home Decorators, the double Sight-Meter what light colored paints will do to conserve ell the light they have and use--regardleas of whether artiflei&l or natural illumination is the light lifted. Tou can prove that paint ing is a money-saving investment. Your local Light and Power (leinpany office or your Electrical Equipment store can gjvp yon In formation about the Light-MctCr. WHAT A DIFFERENCE! The antique looking drug store in the picture at the loft becomes the bright and cheerful etorc in the right bond picture when Save-Litc ceiling* bring more light Into tho interior. Paint not only brightens, but helps sales. In the new Kress five-to-twenty-flve store on Fifth Are., Hew York, forty foot-candles of light are used throughout. (The usual store has live to eight or less.) Their merchandising' manager? i have proved that a good quantity of indirect light- reflected from well painted walls and ceilings will turn the goods oil the counters and tabu customers' hands faster than under ordinary Lighting conditions. is enhanced by the added light from S-W Save-Lite, P. S.--Even makes the pro prietor look spick and ftpan. P.W.A.F.HJL Big Paint Opportunities In Gov ernment Alphabet Ag far AB paint is concerned, the only kind of deal it has re ceived from Uncle Sam ia a Good Deal. Thft government hft* used more paint than ever before. And tnost of St has boon purchased, in the localities where it ia being used. A PWA Job in Portland, Ore., is typical. Over 1,500 gallons of Shorwin-Williuma product* on two school job* want to go-getter* who were out after tbe business. Undo Bam is exactly like the folks around town. You have to go after him--he won't come to you with an order In hi* hand. Don't forget the opportunities opened up by the National Hous ing Act--by all the government expenditures fa your locality. There's plenty of government paint bGuineas going to go-get ters. Frazee's "Paint Headquarters" Store in San Diego. California, ia one of the finest paint stores on the west coast, or anywhere. In exterior treatment it is a unique and effective paint store that beautifully advertises itself. Any dealers going I.l > the San Diego Fair this year should treat themselves to a visit to this modem store. Soldier's Bonus Means More Painting Automobllo dealers, homo applj. once MdwmcO. aJld eves clothing stare* are going after their share the money that wilt be spent this Spring and Bummer due to tbe additional purchasing power suddenly given the soldiers by the government bonus, There's no reason why you shouldn't have your share, too. Fainting la on* of the bade neemir IHm of thft rnvilVTty owner and there, are ftw things In life that bring more pride and satisfaction than a homo made beautiful and protected With Sbcrwia-WiUlema .Product*. You can 4tfin the names of these veterans through your Io a aI American Legion Peat or veteran's bureau. Remember when selling this group that painting con be taken care of through the Budget Pay ment Plan. Here's One Way! The FxuikHs Fnrnltuft CoinBUir. FcankLio. P.. b*i a. O0vr <**y of >tradacfDB the Baste TiMMor to prop rly iraroan. The Ivltef tall, lb* Btury. j v >vc reymii II, here: H'Uo y<ilk s Hare I the new H,,m Derorttar, a JJtcia beet paeJBhed t>r tho Sfretwjo- WHIbn. Company nn4 bi-inifbl tu ruu ir the nmlclln FuciLitilTO lJoinpony, ts.d-iUA.LcVv tor S h e T w I U-Vvllliurn* Faints end Yumlnbei. Thar hire tent rn to ravr homo tn help yuu with yutir pnhit nrohUni*. IniIHc and out. Rood *vry Jixe ot oi. Study the DlcitrilSni nod (.hr tin- ^Inutlooi. Many folk* any 1 am xx* bdP ana ->nve them time and do obey. Vu b'i yn rend me, ttCLdy me end let me help you. tool You will notion X Kflvfi , Jot to ofir about Semi-Lump nnd Flai-Toae for lirtulor. nnd 1 wuolH La liicomDlolc if T did nut tell you or The wnniierful uro- tHtr.i ui beauty win the exWrlor of yonr home. K*h .i*nvliW, tho butler the point ^(Jip leas If Will cost. Kqp SPPC Plltlt not enly IcoX* briber, hat spread* farther *nri Uxt* lancer. Yon vnxy ret ,r card*, prlo.f and a Hnplfitc line of Zhvrirln-WlhUtme Paints and Vnr- Yce, etc. at ihc FronLUit Furniture CitaipkbF, corner IHih nnil ftuH*lu Sit*. --Phan* IOC. Your* tdf a heller pnint job. TRR HotlE DECORATOR. NEW FLO-WAX DEAL Features New Improved Applicator and One Pint of Flo-Wax at Only 79c Here is a special that will toe very popular this Spring. The new price on the combination of one pint of Flo-Wax and a lamb's wool applicator at only 70c will win immediate ap proval from housewives who have been accustomed lo paying more. The new appMoator will bo popular, too. The handle is shorter than before. It ia therefore easy to carry home and to tuck away fa. a small closet or on a shelf, yet it ia still Ions enough to make floor wax ing a simple operation. Another improvement in the applicator Is the tri angular shaped head which mtikea it easy to Bpreari Flo-Wax into the corners of the room and right up to tho moulding. New Half-Gallon Size Thisi Spring the now *4 gallon Flo-Wax package ia being introduced at the special price of $1.29. You will want to feature this size in your store and in your window because it is the most economical size for the housewife who al ready owns an applicator. * C<ta1omr>9 Prtaa -All Z*r>ta 1 0007-SWP-000142124