Document bm5w5Mqkn4abVj3m50VMQ5D

N23740 0007-SWP-000119800 T 0007-SWP-000119801 This advertisement w i l l appear in " The S aturday liv e n in g Post." .A p r il Cth, te llin g homeowners to look f o r the R rig h te n -V p Village. The w in d o w display w i l l he sent to you about M a rc h 25lh, so be sure to use i t and lie up to th is effective advertising Copyright, 1912, Ay The Shenvin - Williams Co., Cleveland, Ohio Nii portion of this magazine can be used, exempt by Sherwin-Williams agents and dealers, without full credit being given as follows: "From The SWP, published by The Sherwin-Williams Co." Volume XIV. No. 2 MARCH, 1912 * >K* iiilii HI S is the Spring Cam paign number of TheSlVP --you should read every word of it. As a Com pany, we are great be lievers in campaigns. We to your store. Make the most of it, for in making the most of the Spring Paint and Varnish Cam paign, you will be profiting by increased sales of all the other lines you handle. are sure it is a fine thing If there are any special for every business house conditions in your town to study and work out which are not covered by definite campaigns at def our Spring Campaign as inite seasons of the year outlined in this magazine, --it puts new life and new write our nearest branch interest into every depart for further aid and assist ment of the business. ance. We want to help It is very fitting that you. We want to give there should be a Spring you service. When we Campaign, for Spring is are helping you. we are the real "Brighten-Up" Mr. .i. d. Joyce helping ourselves. time, and Paints and Varnishes We are optimists, and we want appeal to the home-owner and the you to be with us. Let's pull to- property-owner for this very reason, gether to make your Spring trade We have planned this Campaign the greatest ever. for you in a very careful way. Our Yours for more business, "Brighten-Up" Week is one of the most effective plans we have sug gested, and it surely will bring trade 7/ Mgr. Sales and Disfn 0007-SWP-000119802 How to Get More Business this Spring A Summarized Campaign for the S-W Agent 1st. Boost "Brighten-Up" Week. Talk paint to your customers, be enthusiastic over the prospects for a big business, and go after trade with energy and vigor. 2nd. Let everyone in your town know that you are the local distributor for Sherwin-Williams Paints and Varnishes. You are in business to make money, so use every help offered to get customers into your store and so increase your sales and profits. 3rd. See that your stock of paints and varnishes is in good shape. Do not run out of any important color, because customers will not wait for the order to come from the factory when they want to paint or redecorate. 4th. Arrange your counter displays so that people who enter your store will be reminded that it is painting time. Have attractive displays of enamels, stains, varnishes, etc., where they will be seen readily. Be sure that your stock of color-cards is complete--if it is not, write for more. 3th. Trim your windows with paints and varnishes, displaying prices wherever possible. When the "Brighten-Up" Village arrives, give special care to putting it up properly. 6th. Get busy with the Property-owner lists. Send us from time to time the names of those whose property needs paint. Jot down the prospects on a postal as soon as yon hear of them. ph. Use the Decorative Department wherever possible. Send the name of every homebuilder to our Decorative Department, so they can submit color schemes. 8th. Advertise in your local newspaper. If possible, use the full-page adver tisement shown on the insert. Otherwise write for smaller electrotypes-- we have many. pth. Write for some of the Brighten-Up Week banners and stick them up in conspicuous places. ( 10th. Take every advantage of the helps offered by the manufacturers whose lines you carry. nth. Let us work together for the biggest Spring business. I Start a "Brighten-Up " Week Here *re Practical Suggestion* for Doing It E have prepared a definite campaign if the city' administration takes favorably to for every S-W Agent to use this the idea, this should be mentioned. Spring in securing a large share of Then interest some of your local merchants the profitable paint and varnish in different lines of trade to boost the business. This is our "Brighten- Brighten-Up Week idea in their advertise Up"' Week. The plan is to arouse ments. This would not mean increased com the interest of housewives and petition. as it would stimulate business in all property-owners in the idea of devoting an en lines and other merchants could feature their tire week to brightening up the whole town; seasonable goods to great advantage. Of not only the homes but the yards, streets, course if the idea becomes general, your full- buildings, etc. If you appeal to the personal page advertisement will make a greater im and civic pride of the home-owners in your pression, and you will be in a position to gain city, this plan should be quite possible and it the greatest possible benefit. is but natural that paints and varnishes would The Brighten-Up Village window-trim will then play an important part in their Spring be mailed a few days previous to April 1st. house-cleaning. When it conies, place it in position and have The plan is this: Enclosed is a proof of a your stock of paints and varnishes and other full-page advertisement we have suggested for house-brightening goods where they can be you. A cut of the drawing at the head will seen. You must also do your share in bright he sent free on request. It can be used in con ening up your store. If the shop-front needs nection with any particular lines of merchan repainting, have this attended to, and keep dise you wisli to feature, but of course we everything spick and span. Let your custo i* would suggest that you speak of paints and mers see that you practice what you preach. varnishes in the first paragraph, at least, and Have your windows clean and filled with up- then in the other columns feature seasonable to-date merchandise. merchandise. It is our suggestion that you On the blank requesting the electrotype, we decide upon a certain week--say commencing have left a space for ordering a supply of ban April 1st--for this Brighten-Up Week and ners announcing that this is Brighten-Up use the advertisement in your local paper. Week. These are 19x6 inches in size and are If you think it too large, you could use some printed in red and black. You can tack or of the smaller ones we have prepared, which stick them up around town where they will just mention Brighten-Up Week. In addi be seen. With these banners we will also tion to this, take out the "news item" and try send you a stock of "Cover-the-Earth" tags to interest your newspaper publisher in the so that you can fix one to the coat-button of campaign. It is something novel, yet decidedly every customer who enters your store. We practical, and there is no doubt but that he will shall also include a supply of stickers, which be glad to make a special feature of it. Nat you can place on all packages going out of urally the wording can be easily changed, and your store. t- I Sherwin-Williams Paints and Varnishes Can you use a quantity ofthese banners ? They are printed in red and black, and will befinefor fosiing around town 5 0007-SWP-000119804 The Man Who Did Not Advertise By Henry Edward Warner of the "Evening Sun,1' Bitttanore Brighten-Vp Stickers used oh your packages will remind customers thatyou sell Brighten-Up materials Then, do not forget our personal letters and decorative service. In sending in your lists for persona] letters, you can mark on the top of the blank what week has been selected as Brighten-Up Week, and if you prefer, we shall send out our letters about that time. Other important details are described in sep arate articles in this magazine. Read about them all and get ready to carry out the entire plan. Post Your Town With BrightenUp Banners IN order to arouse the greatest interest in "Brighten-Up" Week, we have printed some attractive banners for you to use in con nection with your Brighten-Up Village win dow display and newspaper advertising. These banners are printed in red and black, and when posted on fences and other prominent places, will be readily seen. The size of the poster is 24 x 6 inches, and all you need to do is mark on the advertising order blank enclosed, whether you wish us to send you a supply. When the banners arrive, be sure to put them up immediately, because advertising that remains unpacked and neg lected does not do either you or us any good --and it costs money. We also have a quantity of red BrightenUp Stickers of different designs and tags with a little red string attached. The formet you can use to stick on packages going out from your store, and during Brighten-Up Week everybody entering should be tagged with one of the Brighten-Up Tags. This will create interest and strengthen the value of the other advertising you do. (, The Man Who Did Not Advertise Sat idly gazing at the flies That flew and fluttered, one by one, Into the webs by spiders spun-- The webs that draped the window-shade And half-concealed his stock in trade. He twiddled thumbs and stretched him self While dust collected on each shelf; ''Ah, me! '' he sighed, ' `what is a store ? They aint no business any more! I got a lot o' stuff t` sell. But folks ain't buyin' very well! " A spider heard his dull lamen t, Lowered himself in swift descent Till at the level of his ear He whispered : "Say, my friend ! See here! I make a show to catch my flies ; Why don' tyon go and advertise ? ' The Man Who Did Not Advertise Took this advice on catching flies Much as a man takes all advice That isn't labeled with a price ; In other words, he didn't hear The message whispered in his ear. The moral of this simple rhyme Might have been told in half the time; But if you wish to see it, go To where the dust and cobwebs grow. The Man Who Did Not Advertise You'll find still gazing at the flies. M&U. T i i i i i ; i L 0007-SWP-000119805 ETWEEN March 1st and April 1st--de pending on the section of the country -- we shall send you our new w indow and counter display, the "Brighten - Up" Village. It is one of the most novel displays we have ever given our agents and is decidedly a new departure in paint advertising. The Brighten-Up Village is bound to attract favorable attention if properly used and will sell many orders of paint, as it suggests to the home-owner the way to decorate his house in the best taste. If you are one of those progressive merchants who believe in trimming their store windows ef fectively, you will make excellent use of this dis play. Properly set off with an interesting ar rangement of paints, var nishes and other seasonable merchandise, it will attract more than the usual amount of attention. The display consists of six miniature houses of different types illustrating fashionable styles in home decoration for the Spring of 1912. The exact effects can be obtained by the use of SW1\ and specifications are given so you know just what to recommend. See the repro duction on this page. With every Brighten-Up Village mailed out, a ground plan is included. The houses are packed flat and can be set up quickly and put into position. They should be displayed above the usual level of your floor, because although complete in every detail the buildings are small. The ground plan can be bent to give a proper background of trees and build ings, and the result when the window is com plete will be very effective indeed. At the back of the display an arrangement of paints and varnishes should be made with show-cards and color-folders, price-cards, brushes, etc. Remember this display will not be mailed until about April 1st, but there is no reason why you shouldn't put in a general paint and varnish window-trim before that time, because the earlier you start to get after this business, the better it will be. Windows advertise your business, no mat ter what you do. If they are cleverly filled with good quality merchandise, the people will know where to buy goods; if windows are neglected and left untidy and unattractive, they will drive business away. This Brighten-Up Village is another important part of the big Spring campaign. . i.' I: :i i! 1 ri- L 0007-SWP-0001 HIS year we have prepared for your use, what we believe to be the most attractive and effective full-page advertisement we ever designed. It features the idea of "Brighten-Up" Week, and when used in connec tion with your Spring campaign should greatly increase your sales not only in paint and varnish, but other seasonable mater ials as well. The drawing at the top has been made up in electrotype form and for the balance of the agents tell us the}' prefer to use a big an nouncement such as this, instead of a series of smaller ads which may be easily overlooked. If there is no newspaper in your town, per haps you could have some dodgers printed from the full-page advertisement. These make good features for distributing and enclosing with packages. Remember, the cut is made up in electro type form, and will be sent to you in 5, 6 and 7-column size. The "copy" needs to be set up, and you can either use what we have sug- I Brighten Up Week StfERWIH'W/lLMktS PAINTS AMD VARH1SHCS SOLD BY AGENTS NAME In addition to thefull-page advertisement, we have made up this three-column electrotype. A place has been left foryour name and business. H'ri/e for it page you can use either the "copy" we have suggested or we shall prepare a special adver tisement for you--free. There may he special merchandise you desire to feature or perhaps conditions in your town may be such that the entire advertisement will need to be changed. Understand of course, that we only supply the beading and the two Little Paint Men elec trotypes. In ordering this advertising, tell us whether you need it for a S, 6, or 7-column newspaper --we have it in the three sizes. Then mention if you wish us to prepare special copy--say what goods, and if possible send samples of advertising describing them. You are of course planning to do some newspaper advertising this Spring, and this full-page display will at once make a great im pression on your townsfolk. Many of our gested, write it yourself or ask us to prepare something special. This is a very important part of the Brighten-Up Week plan. Now read the blank enclosed for ordering. We Hate to Print This L. B. Hin man Company, Inc. Sacramento, Cal., February 6, l`>12 The Sherwin-Williams Co. Gentlemen: No line in our stock has given us as much satisfaction as the Sherwin-Williams! We now sell it exclusively, It makes good every time. All the johs we have sold stand as monuments to S -W quality among their neighbors. We have houses painted with SWF three years ago that are nearly as bright as when they were done, and the sur face is thoroughly covered. Hand-mixed jobs about them, done at the same time, have peeled and laded, and in many cases, have been painted again. The goods are easier to sell every year, Yours truly, L. B. HINMAN CO. S 4- 0007-SWP-000119807 1YE or ten minutes of your time and it shouldn't be--send in additional names on a two-ccnt stamp invested in send a letter-head or plain sheet of paper. 11 ing us the names of paint prospects, may be the means of your selling several house jobs. If you have made up your mind to enjoy a profitable trade this Spring, yon cannot afford to neglect this opportunity be cause our Personal Letter System is one of the most effective ways to boost your paint and varnish sales and bring new customers to your store. When this list is received, we will write each prospect direct, telling him to go to you for his decorative materials. A sample of the let ter-head we will use is enclosed in this maga zine. On the inside pages of it are pictures of different homes painted attractively with SWP, together with specifications giving the exact color combinations to use. The letters are sent under 2-cent postage, and your name: always mentioned as being our agent. If it When it conies to choosing the best paint is a special job of painting, special letters will and varnish for his money, the average home- be written. We are waiting here to help you-- owner knows but little. Unless he is taught to send in your lists of prospects and see what discriminate between good, honest paint and we can do, "dope" goods, it is easy for him to be deluded by extravagant claims and a low price, into buying worthless goods. Oftentimes, too, the home-owner neglects to protect his property adequately because he fails to realize the vital A short time ago we sent out a special letter to many of our agents, asking the best way to get paint trade this Spring. A large per cent said, "use property-owner letters." necessity of good paint. Our personal letters--sent to names fur nished by you--tell the importance of using good paint, how it is an investment even more than a necessity, what makes a protective coat ing. wliv the owner should use SWP, and that you arc the man who can give paint satisfac tion. This may not be new to you, but what we wish to emphasize is that although our system is perfected as far as it can go, it won't bring you a cent's worth of trade or boost your busi ness a bit, unless you do your part. You must send in the names, or we can't add our share towards bringing more money to your cashregister. We want you to send some names to us right away. It is early now, and we like to get busy before "the other fellow" starts. The story of the early bird may be old, but it is true, nevertheless. Here is the Personal Letter System in tab loid form: Enclosed in this issue of The S W P is a blank for your list. Jot down the names of home-owners who are either live prospects for paint sales this Spring, or have forgotten all about decorating their homes and need waking up. If the blank isn't big enough--and The Jewish Synagogue at Manchester, .V. H.,fin ished with S-tV Flat-tone, SIVF, Shingle Stains and Varnish. Mr. J. K. Baker, Architect; Burton <3 Barnard, Contractors : 0007-SWP-000119808 e Home Decoratorft 'Safest >! WO years ago The Home Decorator Magazine made its initial bow to the public. That issue was an eightpage number and the preface on the first page contained in part, the following: "In presenting this first issue of The Home Decorator to those interested in beautifying their homes, we feel that it is but a forerunner of better issues to come. The sub ject of home decoration is such a broad one that it is impossible to treat it comprehensively all at once, or even in a great many issues. "What we aim to accomplish is to familiar ize the owners of homes with the more im portant of the many methods of obtaining artistic decorative effects in an inexpensive way. We purpose to take up the various ques tions in detail, devoting considerable thought to each one and explaining very thoroughly the different means of obtaining beautiful and individual homes. "When home decoration is treated in a gen eral way, it is not as effective and instructive as when each phase is taken up separately and is illustrated by actual photographic reproduc tions, and color illustrations." How well this policy has been maintained is shown by a glance at any one of the twenty- four issues, which have been published up to date. Considering the practical information relative to paints and painting and mentioning, as it does, a specific brand of paint, it should prove an exceptionally valuable advertising feature for our Agents. The illustration shows the business card of one of many S-W Agents who have taken ad vantage of our offer to imprint copies of The Home Decorator monthly for their counter and mailing distribution. This advertising has been found to be very successful not only in increasing sales during the painting season, but as a stimulant when business is dull, as well. In order to assist our good Agents in every possible way this Spring we shall gladly send out a copy of The Home Decorator to your customers, if you will send to our nearest office an up-to-date, active list. This is an ex cellent feature as a missionary in painting time, and for the Spring issue we have prepared a special number, containing many interior and exterior plates. There is also an envelope containing color-chips of various paints, which will assist the customer in his selection. Make out a live list at once and send them to us, so we can get busy helping you immedi ately. A Motto for You: "My Biggest Spring Paint Business" ! T ( Wouldyon like it set of these color-plates l Ifso, askfor it. Our "Style Portfolio of Home Decoration"' isfinefor trimming your windows Our':i`WlcP0rtf6Ub" of Home ' -rs.__________ ^_____ n URING the last few years, we have of these portfolios, write to our nearest office published several different port at once. folios of color-plates, with which most of our agents are familiar. This season we call our collection Little Paint Man Posters Wof plates a "Style Portfolio of E have a few posters of the Little Paint I Home Decoration." Man in two colors, size 30 x 48 inches. ) A reproduction of the portfolio is shown These will make excellent features for either here. It contains twenty attractive color- interior or exterior store display, and we shall plates of interiors and exteriors, decorated in be glad to send you a supply on request. the best taste, and on the back of each complete The cut shows the 1 specifications are given. Several different types posture of the Little of houses are shown, ranging from the modest Paint Man, only the one-story cottage to the stately Colonial resi dotted lines do not ap dence. pear on the poster. These portfolios are being sent out in There are two styles answer to inquiries received from our maga of this feature, one zine advertising, and since September, 1911, pointing to the left we have distributed a large number of them. and the other to the They have gone out to home-owners, painters, right. architects, etc.--many of them in your neigh Make a note on the borhood. With each portfolio we enclose a advertising order slip giving the name of our local agents. blank if you want a This will be an attractive feature to give to supply, and we shall i your best customers and use for window dress send them to you im ing, etc. If you wish us to send you several mediately. I f;ritefor these Posters II 0007-SWP-000119810 Use the / 'let ITs J3N Oar Share this Spring JAVE you sent in any request for decorative suggestions lately? In the last issue of The S W P we ex plained by words and pictures the service we offer you free, and many of our Agents who did not realize before how much practical help our decorators can give them, have sent in for decorative suggestions. If you were building a new home and had a free offer for expert service in choosing the materials and colors to use, you would nat urally be glad to take advantage of it. It is the same with the average home-builder who has so many details to look after that any as sistance offered by experienced men is wel comed. Give him this valuable Decorative Service, It is only reasonable to assume that he will appreciate your assistance and buy the goods from you. Your part of the work is very simple. All you have to do is to send us a few particulars --we have even prepared a special blank to save you as much trouble as possible. You can have a supply of these blanks if you wish them, by ordering on the postal enclosed. They are good things to keep handy. Then, a few days after the request for color schemes has been received by us, you will re ceive a complete plan of decoration, worked up specially, with wall elevations finished with the actual materials for every room in the house, as well as two or three suggestions for exterior painting. Definite specifications are given and a letter containing general informa tion mailed separately. These attractive rolnr stelelies are sent to your customers, free. 147/en you tell us that one ofyour customers is planning to buiid, we prepare a complete plan of decoration, free Then all you have to do is to deliver the sketches to your customer, quote prices on the required materials, and prepare to sell the goods. The Decorative Department has been such a great help to so many of our Agents that if you are not familiar with their work, we urge you to send in at least one request for suggestions and give the service a trial. It need be for only a single room--it will receive just as careful attention as the most elaborate job. And remember there is no charge either to you or your customers. Here is an example of what to write us: This is how the Information Riant should be filled out. It is simple jlron Town. Miss. The Sherwin-Williana Co. Gentlemen: I have a customer who is builcling'a new home and would be pleased to receive both exterior and interior decorative sugges tions . Hie exterior of this house is of pine siding. and the roof will be shingled. 12 T l T 4. k 4 l 0007-SWP-000119811 The house faces the east, and there are a number of trees In the near vicinity. My customer is partial to gray body color with white trimming. You will, however, give other suggestions, as nothing has been definitely decided upon. This is an eight-room house, the lower floor comprising the reception-hall, living-room, dining-room and kitchen. Up stairs are four rooms and bath. The wood work down-stairs is of oak in all the rooms with the exception of the kitchen. The woodwork of this room and the chambers is pine. The floors of the reception-ball, living-room and dining-room will be oak, the kitchen maple, and all of the up stairs pine. My customer wants at least the woodwork of one of the chambers white enamel, and with possibly the doors stained mahogany. How would this finish work out on pine ? There are a number of new houses to be built in the near future. Will you kindly send me a few of your Decorative Depart ment Information Blanks, in order that I can use them in connection with my pro moting work? I will thank you to have the suggestions for the house referred to in the foregoing paragraphs In oy hands within the course of ten days. Very truly yours, B. Z. MANN. Notice the Little Paint Man busily painting in the storeofL, L. Hiatt, Wheaton, ill. Oltr live agent trims some effective window displays S-W Agents Give Farewell Party SEVERAL weeks ago, our representative, Mr. Royal Quxton, who traveled an Il linois territory adjacent to Peoria, was pro moted to the position of Manager of Promot ing Department at the Chicago office, where he could co-operate closely with our Agents in that District. On his departure to Chicago,ourlive Agents at Peoria, The Globe Manufacturing Com pany, headed by Mr. E. R. Kroos, gave a little farewell party and presented Mr. Quxton with a handsome umbrella. The evening was made the occasion of many reminiscences, and S-W songs werd sung by lusty voices. In bestowing the gift, our good friend, Elwood Kroos, made a brief address, conclud ing it with reading some clever verses writ ten by different members of the staff. At the close of the farewell party, Mr. Cluxton was escorted to the train, where "with lear-dinimed eyes" his comrades bade a fond good-bye. Our enterprising agents at Watertown, Wis., Sihinutslcr 6- ffeisman, do the largest paint amt wallpaperbusiness in theirsection ofthe state. Air. II 'alter Schlueter, storemanager, shown in picture with his favorite line Paradefloat used by our good agents, A. Parsons iS~* Co., Wollongong, .Veto South ICales 13  Opening D&y pArade of EClewis Oom-iaAtvy. <$t6re of JP.C.Lewitf Cb lm.iru JT.YT <nqen-t3~~ 14 NovelProcession atElmira,N.Y. TEX Little Paint Men. bravely riding burros, led the opening-day parade of our new agents at Elmira, N. Y., The F. C. Lewis Company. All along the route these fantastically-costumed little fellows aroused the greatest interest, and our representative, Mr. W. W. Steven son, who was the commanding officer, rode with his head stuck proudly up in the air. In taking our agency, The F. C. Lewis Company have determined to go after business aggressively and build up a profitable paint and varnish trade. They sell Sherwin-Williams Paints and Var nishes exclusively, and are real, live hustlers. The firm is composed of F. C. Lewis and Burt Sweet, who are known for their good judgment and energetic business methods. From the start, our new agents have shown a disposition to co-operate with us closely, and we know that they will make a big success with our agency. They occupy a model store, have good windows and everything arranged for convenience and good effect. 0007-SWP-000119813 I New Gocwte for the Housewife IX her Spring house-cleaning, the industrious waxed and var housewife will require the use of many nished floors and labor-saving articles you sell, so it will be to woodwork, nothing your advantage this Spring to feature such is better than lines as Naxoap, Polish-ol, Floorwipe and Floorwipe. All that Iiras-1 trite as well as your other paint and is necessary is to varnish si>ecialties. dampen a cloth Very often the housewife is the one who with this prepara-_ decides when the house shall be painted, so the tion and the floor is' sale of such products wiped up just as an frequently forms the ordinary cleaning--no rubbing or polishing is entering wedge for necessary. It comes in pints, quarts, half-gal larger orders. Within lons and gallons, and is a profitable line to sell. the last few years we Bras-Brite. Most of our Agents know the have added a complete demand for a metal polish which cleans with line of house-bright- out a lot of hard polishing. Bras-Brite has !ening goods and for simply to be applied with a rag, and then when those agents who are not perfectly familiar with them, the following description may be interesting. The line includes Flaxoap, Polishol, l-loorwipe and Bras-Brite: Flaxoap. Haxoap is a pure linseed oil soap for cleaning all painted and varnished sur faces. XTo animal fat is used, and by the pro cess of manufacture it contains no free alkali or acids. It may therefore be used on the finest woodwork and furniture surfaces about the home. It is also splendid for fabrics and rugs, cleaning windows, mirrors, cut glass, etc., and is an economical and efficient cleanser. Being made from linseed oil it renews the luster of painted and varnished surfaces and is indispensable for house-cleaning. Lathers well in hot or cold water and is put up in 1 and 2-pound cans, and S and 10-pound pails. The packages are neat and attractive. dry, rubbed off. It saves lots of time and work. It is made in liquid form, easy to apply and does its duty well. Articles cleaned with Bras-Brite, remain shining and untarnished for a long time. It does not settle in the package. Neat lithographed cans to make am attractive display on your counter. These are products which you will find it profitable to push this Spring. A and we shall be glad to give further 3^ v_ information upon request. Mail or- -----------4ers will receive prompt attention. Your Spring cam- i paign will be in complete without: special effort in pushing these lines. Polish-ol. This is a liquid preparation which cleans and polishes at one operation. Polish-ol only requires the work of a few Failure Follows Fire moments to give a handsome luster to furni "Out of business, burned out and broke," is the ture and all woodwork. It is an ideal bright- laconic explanation given by a Southwestern dealer ener for use on varnished floors. A soft rag and rubbing are all that are necessary. Put up in 4-ounce who lias discontinued his subscription. Translated tliis probably means, " I was one of those unwise dealers who think they can afford to carry their own fire risks. I had been in business many years and never had a fire. This led me to believe that my and 12-ounce bot establishment was immune and that insurance premi tles. Floonvipe. For cleaning and re newing the finish of ums constituted a needless expense. I know better now, but the knowledge came too late, it's all over and I'm down and out." Let his fate be a warning to all dealers who are carrying their own risks.--Farm Implement JVews. 15 0007-SWP-0001 r A kind old gentleman, seeing a very small boy carrying a lot of magazines, was moved to pity. "Don't all those magazines make you tired, my boy?" "Nope," the mite cheerfully replied, "I can't read." "I proposed to her by letter and she turned me down." "Well?" "I wonder if it would be any use to try a follow-up system." A New Jersey girl ate a cake flavored with varnish. Perhaps it gave the finishing touch to her polished manners. The amount of honest, serious thought re quired to solve some of the merchandizing problems of the day is one of the chief, com pensations for being in business. "Bridget," began Mrs. Youngbride, timidly, "I don't suppose you would--er--object to my getting an alarm-clock--" "Not at all, ma'am," replied Bridget, assuringly, "them things don't disturb me at all." As a bell is known by the sound, whether it be cracked or not; so men are known by their speech, whether they be wise or foolish. Milligan, the foreman--"I hear that Mike Quinn's wife gives a coming-out party for her daughter, Honorah, next Monday night." Riley, of the shipping platform -- "An' phwat was Honorah in fer?" Mrs. Hokers--"Why do you treat your hus band so horribly and irritate the poor fellow so?" Mrs. Pokers--"Oh, I always try to get him good and mad before he starts to beat the carpets." Don't make the mistake of thinking that the glass in your windows is to be looked at in stead of through. Too many storekeepers cover their glass with window strips until the folks outside can't see in, and those inside can't see *ut, which latter doesn't really mat ter so much.--Frank Farrington. Once let your store acquire the reputation of being a service bureau, and the loss of sales through cut prices would ultimately be the weakest kind of competition. Patient--"I've been awfully troubled lately, doctor, with my breath." Doctor--"Hum! I'll soon give you some thing to stop that" Uncle Rasberry walked into a drug-store. "G'mme one o' dem plasters foh my back," he said. "One of the porous plasters?" "No. I don't want one o' de pores' plasters, I want one o' de bes'." When you've finished reading The S W P, pass it along to your clerks--they may get some good suggestions from it. The strength of a man lies in his character --not along his acquirements. The money he makes he can lose; the health that he gets may leave him, but character, if builded right, stays by him.--Selden P. Spcnccr. "Do you know anything that will kill potato bugs?" asked the young man with the yellow fingers. "Yes," said the old lady with the gingham apron, crustily, "get 'em to smoke cigarettes." 16 i i i \ 1 1 ) 0007-SWP-000119815