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Th e S. W. P. PibU MitUy Vf Tn Os. fa lk Imsrif sf Mind adpri--Bil fafttPyiUiHipfPuMIqtyn Canal Sl , CfamUmdl kua sir eaa i id the Rithor i Vo l * VI. JULY. 1904. He. LEADERSHIP. VERY man likes to win--at something. I* it not ao? E The love of victory U in every man's heart, and the greatest game in all the world ia the game of aocceaa. Men'a Ideal of suc cess may differ, bat I believe every man desire* it, and alma at it in aome form or other. Winning aacceM ia a aeriona matter. It cannot be ac complished in an eaay or offhand manner. Make np you mind to that at the atari. Ifa strictly and painfully true--there's no royal mad to the goal. It'a a hard pull up hill, over a rocky if straight mad yll the way. You can't make it without climbing, nor without braises. When yon reach the top you may ride in your carriage or automobile, bat you'll have no time or uae for these on the way up. In the heat of the battle and in the strew of the struggle yon muit go unaided and alone. It'a the only way and the best way. Success would powem no charm apart from the struggle. It'a in winning out, in over coming, in conquering, that the victor finds his joy. Leadership ia sought because It means success. Success it striven for because it means development and growth. Every man should strive to be a leader in hia Hne. He ought to be a leader sooner or later in something. He will be if he makes the most of him self. Every man has it in him, but alaa, only a few get it oat. What's the reason? They quit too easily. They axe unwilling to make the sacrifice of ease and comfort and pleasure. The cost is too great. They weaken at the price, and are content to take something easics and cheaper. And thus do they follow with the crowd in the rear, instead of marching at the front where the leaden point the way. This concern of ours and the S.W.P. agents connected with it are leaders; and we are such because we have striven with all our might for the place. We can keep it only by deserving It. If we weaken for a moment we shall slip back. Let us remember tbia, and let it be the ateadfast aim of each man in our separata organizations, to be a leader in hia line. t 0007-SWP-000118941 93 nrft w. f . THE COMING PALL CAMPAIGN. HE great laceeai that at tended onr efforts to make the laattvo fall seasons bet ter and more profitable to S. W. F. agent* and to onnelvethas decided ni to make the fall campaign a .permanent feature of onr advertising, and to put greater energy and ingen uity into the work. We ahall open this year's cam paign with a fall outline of our plans in the August issue of Th e S. W. P. It i* a little early to give them in dotail now, bat we may say that they will be more forceful, and we believe much mote productive, than those of past yean. In a general way it ia onr intention to go after all dames of trade, point ing out the obvious advantages of the fall as a painting season, driving home the arguments of freedom from gnats sad dies and the settled condition of the weather that we have been ad vancing for the past two tall seaaona with ao mnch success. There are some special features which will add zest and give a new turn to the campaign. We cannot explain what they are now bat we are me that they will meet with your full est approval when placed before you. We suggest that you make the month of July a month of preparation for the tail work. Early in August we shall ask you for names of all the property owners who put off painting tins spring and who might be induced to print this tall; also the names of those whose property ought to be printed. We shall want particularly the names of the komsrwivei In your ter ritory for a special advertising pur pose which will be explained to you by oar representative on his next calL We suggest that you begin to com pile this list now. Be careful to have It include the name of every koturwift In your territory--one name only for each home. Avoid duplication is much as possible. It will be well for you not to delay in this preparatory work. Do what you can to hare all your lists ready by August i. Your clerks can be employed profitably at the work dur ing this month. SHREWDNESS AND HONESTY. An honest merchant made ss strong a statement about hla stock as the goods would warrant. What he said was true. A shrewd competitor always went him one better. What he said was not true. The honest merchant lost some sales, but saved his reputation. The shrewd competitor fooled a number of people, but lost their friend ship. In the end the honest merchant had the bulk of the business. Ia the end the shrewd fellow had nothing but experience. Moral--Shrewdness is not a desira ble quality In dealing with cnatomers. --Southern Merchant. "All things come to him who waits-- If he is waiting for returns from wellplaced advertising." "Doors are seldom sbnt in cheerful faces; as a rule a smile is the 'open sesame'." "Overlooking an opportunity la different from looking It over." "The lazy man always extends a welcome to the hot weather microbe." a* 0007-SWP-000118942 Th e 9. W. P. 99 HOT WEATHER ADVERTISING. ROBABLY nine merchants 1 out of ten are now consid ering cutting down, if not entirely ``cutting out," ad vertising during the hot season. Judging from past years a large majority of the nine will conclude that "there's no use advertising daring July and August, folks don't do any tradiDg then, anyway." They'll stop advertising--and folks won't do muck leading at their stores. The tenth man--the few who keep up their advertising, who realize that when trade is dull is the time to do better advertising--will have a good steady summer trade. The hardware merchant or the druggist who doesn't believe July and August trade is worth considering is fooling himself. And surely the last place to re trench because business is quiet, is in the advertising. Does a fisherman, because the fish are biting slowly, use poorer bait? Then is the very time he gives most attention to his bait-- gets the most tempting kind--keeps it fresh. Most of us can learn one lesson from the fisherman without going fishing. There is a summer trade. Mot the brisk trade oi spring or Christmas,but a reliable steady one. All the people don't go to the seaside, the lakes or the mountains. The business world revolves despite the dog days. The world demands the necessities and the luxuries of life, which include a long list of the goods in stock in hardware, drug, and general stores. Tick out the summer specialties in your stock--put special effort into their sale. Advertising will make the dull days busy oues and the quiet season profitable. Why should a merchant advertise-- go after business--during the quiet days of summer? The answer is the one to the ques tion, "Why is he in business?" If he is in business to make money, to build up and develop to the fullest extent the enterprise he is identified with, he must do all he can to sell goods. He iB not doing all he can-- he is neglecting a business opportun ity--unless he is advertisingjudicious ly for summer trade. An S-fP. Hotel. 'BeUsout StraJford Hotel. Philadelphia, Pa. Hath and toilet rooms finished with The S-IP. Snvw fPbiu Enamel. Over thirty barrels used. 0007-SWP-000118943 zoo Th e S. W. p. SUMMER PAINT SPECIALTIES. E seasonable in your idling methods---it's one of tbe secrets of success in retail business. Study youratock and puab at tbe proper time the lines adaptable to me for that time. Tbe following items ofThe SherwinWilliams Full Line of Profit Paying Paint Specialties are sea sonable ones to push now: Screen .Enamel: For screen doors and windows. Made in black and green, and put up in half pints, pints, and quarts. Bicycle Enamel (air drying): Now that the bicycle manufacturers are making such a strong effort to revive bicycling, much good work can be done by the agent who pnsh- esThe S-W. Bicy- c1e En Sn<en Eiuro] Diralav Cord. amel for renewing old wheels that have been laid aside. Bicycle Enamel works wonders on old wheels and it's easy to apply. The convenient quar ter pint penny-lever cans in which it is put up makes it an easy article to sell. Manufactured in r r good (hades. Blackboard Slating: For blackboards in school rooms, etc. This is a good time of the yearto push Blackboard Slating. Most schools are deaned and re painted, and the black boards refin ished during the vacation period. This field is a good outlet also for such lines as Enamcloid, Special Inte- Porch Floor Onpl.y Cofti. rior Colors, Floor Finishes, Alummum Faint, S. W. P., etc. We suggest that you go after the trus tees on these lines, and send us their names -- we'll help you. Porch Floor Paint: Hussr Poim. At this time of the year many porch floors and steps that were not repaintedearlier in the season begin to look shabby. Areminder in the way of a few newspaper ads on Porch Floor Faint will stimulate your sales on the line. Baser Punt Ditpliv Cud. 0007-SWP-000118944 Tut a. V. A 101 Buggy Paint: A good specialty to push now for porch and lawn furni ture ; also for refinishing buggies, etc. Its ability to resist severe outside ex posure makes it a splendid paint for the purpose. Have you these specialties in stock? If you have, put special effort into their advertising. If yon require any advertising features, newspaper elec trotypes, special helps, write us to day. If you are not carrying these season able paint lines, send for prices and advertising plans. It will pay you well. GOOD WORDS FROM THE ROAD. Finds S.W.P. the Better Feint and Tells About It. The following interesting statement appeared in a recent issue of the Mayville Tribune, published in Mayville, N. D., under the heading "A Correction": could not meet competition on ac count of the price, with lower priced and cheaper goods, but I am being convinced that they are the most eco nomical, everything considered, even if they do sell at a higher price. The painters here appreciate your goods I noticed in the last issue of the Goose River Firmer s list of names of parties sup posed to be using the --------- paint, for sale by----------. Among others appears ray name. Now, I wish to say a word or two about the matter and state the facts as they really are. I bought the paint and took it home, and when 1 had one side of my house painted I saw it was not as represented and so returned all but the trimmer,and bought The Sherwin-Williams Faint of Hanson tt Hanson for the body of the house, and I find this to be a far sup erior paint as it covers mom surface and does better vrorlt in every respect. In fact, it took more of the--------- paint lo cover the trimmings than of The Sherwin-Wil liams Paint to cover the body of the house. I wish to make this statement as I do not approve of anyone using my name to adver tise goods that are not as represented. Niu Mel as s . and Tecommeud them wherever they have an opportunity." Kopal Proves "Good". John Gutschlag, painter and dec orator of Avoca, la., makes the fol lowing report on Kopal varnish in comparison with------- varnish: "After having used--------varnish on a portion of a very handsome house I decided to try Kopal, and in easy work ing, drying, and elegance of finish, Kopal was much superior. Also after a lapse of foor months,-------varnish had checked and come off where there was any wear, while Kopal in similar places was in perfect condi tion, retaining its good lustre." Fence Signs Bring In Orders. S.W.P. Agent Land* Big Order. Donohoo, Splinter & Co., S. W. P. Mr. H. K. Koffel, S.W. P. agent at agents, Cuba City, Wis., put out some Knox, lad., when sending in an order of our fence signs this spring in the recently to the Chicago office, wrote country adjacent to their place of bus as follows: iness. They state that the first week "These goods are for a large sum the signs were out, a farmer came in, mer hotel at Bass Lake, and is per ordered a quantity of S- W. P., stat haps the largest single job of outride ing that he saw it advertised near his paint that will be sold in this vicinity farm and thought he would try it. this season. These agents believe that they would "I was quite skeptical of S-W. pro not have sold this Job but for the ducts at rite start, thinking that I fence signs. 0007-SWP-000118945 >02 THE t. W. F. DANGERS OF WHITE LEAD. From Consular Reports. ERMAN papers state that the lead to paints and all colors contain B French Government is at ing it, declaring them to be poisonous present considering the in a large degree, both for the work question of the use of white men and for the inhabitants of a house lead and other lead mixtures forppaainintet d with lead colois. He recom ing houses. A committee omfenthdes the use of zinc white instead, Chamber of Deputies has been ap which, for surfaces exposed to the sea pointed to investigate the matter, and air, is also much more practical. He Mr. Breton, one of the experts, has expresses the opinion that the abso been authorized to publish the results lute disuse of white lead has become of this investigation in pamphlet an imperative necessity.--Rickard form. Guenther, Consul- General,Frankfort, He condemns the addition of white Germany, February 34. 1904. WASTE IN BUSINESS. TACTFUL business man exercises discreet economy in the conduct of Ms com mercial affairs. It matters not how large or extensive his inter ests, or how liberal or even extrava gant his tendencies at home or in social life, he does not permit willful waste of anything in his store, manu factory, or counting room, no matter how insignificant that waste may be. If he be a thorough disciplinarian, he borders on what may be termed by some as small or unreasonably mean. Such a man is not usually illiberal in providing all requirements for a prop er conduct of his affairs, nor u he disposed to underpay his help. What he wants and rightfully demands, is that those who are paid to advance and protect his interests shall not be too extravagant in the use of what be longs to him and not to them. Be cause of this economic characteristic, and for the reason that for every dol lar he expends he wishes full value, not only in direct returns but in the use thereof, he is generally successful. Too often wc find a clcrlt or em ployee who recklessly usee expensive office stationery for memoranda; who never regards cord or twine once used as useful a second time; who feels that no matter how short the distance, car fare amounts to naught; who throws pins, paper fasteners and rub ber bands into the waste basket with discarded papers, and who, in short, does not realize that a "penny saved is two-pence earned." These acts of indifference, each in itself, are of no moment, but in the aggregate they figure up a tangible sum, if not a luge amount. It is not so much the money involved that should be con sidered, as the reckless disregard of the employer's welfare. The man or woman who would criticise an employer for exacting economy on the lines set forth would be as much justified in regarding as proper or prudent the reckless throw ing away--not expending--of nicklea or dimes by our prominent capitalists, contending that the small currency is too insignificant to carry about the person.-- Wall Street Summary, i 0007-SWP-000118946 Th e S. W. P. i3 W. 2* Houses in Lanark, HI. A few */ tie iniUimgr in an Jllmie ttvm lint Ur. J. L. Hiilaek, S. W. P, agent, bat succeeded in having painted viltb S. IT. P. i 0007-SWP-000118947 104 t h e t, r p. i ink i St. dlphonsntSchool. Brooklyn. K. Y. Metalastic use.l on iron work. Swift fiT Co.'s Cold Storage Plant, Nsvt Tort Cilf. Metalastic used on iron work. finished throughout toilk Snow Wkilt Enamel. SOME BUILDINGS PAIN N these pages are shown a goodly B array of buildings on which Sherwin-Williams Metalastic has been used. They are command ing structures, every one of them. They are a convincing argument for the reliability and worthiness of the product. We have other pictures of other build ings on which Metalastic was used in o u t files, dozens of them--they make a firstclass showing. Metalastic is finding an ex tensive market throughout Canada and the United States, Metalastic has proved "a perfect paint for protecting metal surfaces". It has won in competitive tests with the other similar products on the market and has given busi ness-holding satisfaction in actual service. The following extract from an Architectural and Engineering Department report is typ ical of the advices received: "Called to see how Metalastic used here was standing. It was used in the big filter tanks where the cold lake water Is filtered, and the tanks are located in a very hot en gine room and are constantly covered with condensation. The management had been using --... -- paint and could not keep the Liverpool and London and Chkr Ineuronce BnifJtng, Montrial, Hite. Mrialastir used to iron ooork. Dry Coodt Store, Simpson, Crawford tf Simpson, Seon York Cilf. \tei- alaslic used on inn work. i 0007-SWP-000118948 THE S. W. P. io s ED WITH METALASTIC. tanka from mating. The mat was cleaned off and two coata of Metalaatic applied and there la no sign of mat or of any break in the surface whatever, and it has stood much longer now than ---- paint. The en gineer states that he will never use anything on iron hereafter but Metalastic." Are you Belling Mctalastic? If there is any structural iron work, any bridge building in your territory, there is a profitable market for this metal-preserva tive paint. It is one of the "big-selling" paint specialties of today. The large railToada, shipbuilders, bridge builders, and structural iron makers of the country have been using Metalaatic for years. They find it better than any other paint for iron and steel surfaces. New and more comprehensive adver tising of Metalaatic than has yet been done is now being planned. It is the aim to make this product as well known to the small consumer as it is now to tbe railroads and the large structural iron builders. Do you know about Metalaatic? It will pay you to send for prices and full par ticulars. . Apartment Home, fijrd and Central Park Writ, NeviYert City. Melalaiiit uied m ireu avert. The Craig Brei. Building, _ Cambridge, Okie, Mrtalai/ir used ea inn evert. , .. . Hamilton Building, Atnn, Okie. iletalaetie vied en ire* avert, Irtrepeiitan Life Imurtnee Cs. Buildtag. New Yert City. Melaiiutie need en inn umrk, Flniiktd with Durable Weed Finiii, Inftrier. 4 0007-SWP-00011 106 t h e s . jr. p. S. W. P. ADVERTISERS. Whal S. W. P. Agenit are Doing in the Way of Special Advertising. |HE good newspaper advertising that has characterized the Spring Campaign continues. Many papers from all parts of the continent have been received daring the last month, showing much space, well filled with good copy on The S-W. Products. In addition to regular advertisements, a number of agents have run "locals" and, from time to time, news items on their paint stock and on the paint aituation generally. On the whole, the newspaper advertising of agents this spring has been aggressive--well planned and well carried out. News Items. Locale. There ire many interesting things to tell bout paint and painting that can be more effectively mid in the newt columns than in theadvcitiaingcolntnnaof a paper. Among the new> item* need recently by S. W. P. agenta there arc two well worth reprinting. The L. W. Loomis Hardware Co., S. W. P. agenta, Cuyahoga Falla, Ohio, put a eigned article in a recent inue of the Citjabtgt Falls 'K.spubtic under the heading "A Short Punt Talk", reading in part: "Ever notice a building on which the paint looked dull, lunerleu, 'chalky' ? That building may have been newly painted only a few months ago. The chalky appearance is caused by lead and low quality linseed oil. n Compare that building with a building painted with The Sherwin-Williams Paint. "What a difference there is between The Sherwin-Williams and the other kind !" Aloys Bill, S. W. F. agent at Spring Lake, Mich,, discussed the subject of "guaranteed paint" in one of the Grand Haven papers a few weeks ago, Extracts from the article read: ' If you are going to paint do not use in ferior material, The land is flooded with stuff marked 'paint' that is little better than oft soap. And much of it is sold on a five year guarantee--a guarantee as worth less as is the psint, because long before die live yean will expire the agent will hare ceased handling the particular brand and will have victimized customers on two or three other brands of so-called guaranteed paint. There is only one guarantee in paint and that is the guarantee of 1 well established reputation iff long standing and in this The Sherwin-Williams Paint leads. Practical painters acknowledge that it has no superior and probably no equal in cov ering and wearing qualities.'* Mr.A. P. Lemmon, S. W. P. agent at Guthrie Centre, la., it a strong believer in the value of locals In addition to regular advertising. He make* hit locals news items and finds that they prove good "paint-sellers". Here ii a sample 01 the " locals" that ap pear in the Guthrie Centre newspapers: "Mr. Stoop took out a load of timber and a full supply ol The Sherwin-Williams Paint, on Tuesday, for the North Branch creamery." Regarding this work Mr. Lemmon writes: "We always find the editors of the dif ferent papen here glad to receive locals and also always willing to mention the fact that S.W.P. is being used. The idea is original with us, whether it is new to you we do not know and, we mention this thinking prob ably that it might be of some value to other S.W.P. agents in small towns." Oood Newspaper Ads, Mr. Paul W. Kusfce, S, W. P. agent at Lambertan, 'Minn., does original news paper advertising. He carries a good spice, usually four columns, and fills it with bright, convincing "talk." Here are the closing paragraphs of a recent ad: "We claim and prove that it tikes less S. W. P. to paint your house and that the job cost is less. We don't ask you to take our word for it--we give you free a can of S.'W. P. to compare with any 'cheap' paint. If 8. W. P. fails to prove our claim, we will paint your house free of charge. "We sell the man that figures. Wc can refer yon to fifty reliable men that say S. W, P. it beat and most economical. 0007-SWP-000118950 THE S. m. P. 107 Wc Wave one price (or everybody. We have what you want." No one can read thia ad without feeling that he would like to investigate S.W. P. In the tame paper in which the ad ap peared Mr. P. W. Koike ran some clever locals. The three following are good samples: "S. W. P.--sold by--P. W. K." "Ask P. W. K.-about-S. W. F." "P.W. K.--sells--S. W. P." Persistency Wlm In Advertising. "If there is one enterprise on earth that a `quitter' should leave severely alone, it is advertising. To make a success of advertising one must be prepared to slick to it like a barnacle on a boat's bottom. He should know before he begins it that he must spend money. Somebody must tell him, also, that he cannot hope to reap re sults commensurate with his expend iture early in the game. Advertising doesn't jerk; it pulls. It beginB very gently at first, but the pull it steady. It increases day by day and year by year until it exerts an irresistible power."---John Wanamaker. "Advertising bridges over the gaps between dull seasons." I Attrarlive paint display efWm, Camenu Sf C>,, S. IP. P. Agouti at Wan, Texas. See next page. \ 0007-SWP-000118951 ro8 THE S. W. P. SUCCESSFUL S. W. P. AGENCIES. Wm. Cameron & Co., Waco, Texas M CAMERON CO. are one of the largest paint and wall paper houses in the Southwest. The headquar ters of the firm is at Waco, Texas, anil branch houses are situated at Childress. Texas; (fuanah, Texas; Ryan, I. T.: Rush Springs, I. T.; Chickasha, I. T., and in Oklahoma, at Anadarko, Frederick, Snyder, Mangum, Leger, Olustee, and Roose velt. This extensive system of business houses has been built up on most pro gressive lines. Only the highest quality goods are handled and the best thought of the firm is put into their advertising. Concerns like Wm. Cameron & Co. are giving the South its place in the commercial world. Wm. Cameron Jv Co. are big hand lers of S. W. P. It is the kind of product the firm likes- to sell. They sell it with the energy that has made their business a success. The reasons that decided this firm to take the agency for S. W. P. are interesting. (Quoting from a letter from Mr. fvillingsworth, manager of the wall paper and paint department, the points considered were; First: l'liat the paint ive selected should be the best selling paint on die American market. When we were sure of this, then we would have no fear of changing agencies in a year or two owing to making the mis take ol selecting a paint that would bring a large profit but in time* to come would be unsatisfactory and necessitate a change, thereby losing the eltorrs of the past work and impairing our business reputation as well, fn arriving at which paint was the best anti largest seller and the most satisfaetory for the retail trade to handle we called to our memory that in traveling over the countrv we found more well satisfied, nonchanging agents of S. W. P. than of any other manufacture. Second; That the large concerns that most closely scrutinise quality for no un biased reasons used TlieS-W. Products year after year, showing thereby that both prices and quality were satisfactory to diem. It was our ambition, like all other mer chants in this line, to make the paint de partment a success, so we came to the con clusion that lo c h it iv v i ourselves with the I l.nrstf Slorf nf IVm. Camrron C2 Ca.. S. IV. P .`i.trpnis at IViirn, '1 exas. / 0007-SWP-000118952 Th e $. w. P. 109 Mr. T. H. Morrow, manager of the firm's interests at Quanah, Texas, writing of early experiences with S. W. P.; says: Pleasing an,l effective windoiv display, used by IVm, Cameron <3 Co. lirm thaf had made a lasting nf their product* anti whose agents were every where successful rm-ant lhar we als*) conl<I make a success with The S-W. Paints ami Varnishes. Whin we opened up this department there were four other large stocks in this plan* and the rornmnir was. "is there mum for another one?" Thai question was sat- isfacrnnly answered in the firs! year that we bundled the line. The painters were not at all friendly ri S-W. paints at the start, us the other paints sold in Waco could he had at from 15 to 35 cents per gallon less than S. W. P. hut by working on the property owners directs using the personal later* onU also by personal solicitation. we got S'. IV'. P. started with the contractors. When the company decided to put in The S-W, Products at this place I knew absolutely nothing about the paint busi ness. I thought your way of doing busi ness was like that of a great many other concerns. My idea wasth.it vim would ship the paint and drop in a few color cards and I would have the rest of the work to du in disposing of it. In this I was most agreeably mistaken. Before the stock arrived I received a request for a list of the property owners nf the vicinity. This J furnished and in return for mr trouble I was pleased to learn that each one of the persons named in the list had received u handsome calendar advertising S. \V. P. and naming our company as their agent ai this plare. Immediately the whole force became en thusiastic about S.W. P. and a customer never gets away without being asked if lie doesn't need paint. It gives us pleasure to handle good* lhat we can relv on every time nmi which we need not hesitate to rec ommend. Some idea uf the spirit of the firm can be gathered from these two let ters from managers. There is some thing vitalizing in the organization. There is energy and enthusiasm on the sound basis of quality and work. Kven the most casual inquirer into Couricous treatment and good goods at a fair price well advertised will get ami hold the trade. We arc about to inaugurate a personal letter crusade by having a bright young man make a house to house canvass, ascerta ining whether or not the owner contemplates painting or papering and make notes of all the facts in the case. In (his way we shall have the information of the paint and paper business within out reach and will enable us to put the "per sonal letteT1* advertising on a more personal basis. Sitting fora 0) Wm. Cameron & Co., S. IV. V. Agents at fVaco, Texas, / 0007-SWP-0001 I to Th e s . IV. p. the causes of this agen good enough for Wm. cy's success is impressed Cameron & Co. and by the spirit of a'ork that nothing - but - the - best - pervades the whole or that-can-be-done passes ganization. Wm. Cam muster. eron & Co. do f/tings. The letters from Man They not only think out agers Killingsworth and good ideas, but they go Morrow show the posi ahead and put their ideas tion that is taken regard into eflect. Everyone in ing the "personal letter" the concern, from the and Calendar - Circular hoys - who - sweep - the - work. They believe in floors to the managers advertising through the are hustlers. mail--because it means The firm neglect no more paint customers detail of paint advertis and more paint trade. ing. The illustrations on If every Doubting these pages of a window Thomas who looks ask display and of the feature Mr. Killhtgjnecr/h, Mgr. ance at the value of pro advertising on watering Pair.', Deft, ff'm. Cameron gressive paint advertising wagons and the engrav & Ch .. It'/irn. Texas. would visit the stores of ing on page t o ; showing inside paint Wm. Cameron Ov Co. and carefully display make clear the character of study the methods and results of the work being carried on. Advertising firm's business-getting methods, they that - is - up - to - a - fair - average is not would be made converts. HOUSE PAINTED WITH S. W. P. LOOKS WELL FOR SEVEN TEEN YEARS. Here is a letter recently received at our Newark house from Mr. O. M. Spettigue, S. W. P. agent at Honesdale, Pa., that surely speaks well for the wearing qualities of S. W. P.: "Seventeen years ago 1 sold Mr. 1!. T. Manner, dry goods merchant of our town, S. VV. P. ro paint his house. Mr. Meaner came into my place of business a few days aj*o and said he wanted to paint. 1 asked him how long ago he painted, and he re plied dial it was seventeen years. The colors on the house today are almost perfect, and Mr. Menner gave me an order for 30 gallons of S. W. P. He said it was good enough for him." The Sherexin-lPilliams Paints nJ-rerh <e.{ nr neater neagens hy Ifni. Camenm Sf Co. <1//Trite, Texas. 1 0007-SWP-0001 Th e S. W. P. hi THE COST OF ADVERTISING. WHO PAYS IT ? An Interesting Newspaper Article on a Pertinent Subject. MAN who knows all about advertising is contributing some sprightly articles on the subject to the dics/ii Herald. One contention of the non advertiser is neatly answered. The contention is- that the cost of advertising is added to the price of the goods and is therefore a tax on the purchaser. The old-fashioned mer chant says: "Those fellows pay three or four times my rent. Their store eipripment is correspondingly ex pensive, both in fixtures and in per sonnel, and on top of all this they ex pend 2, 3. 4, 5--yes, 10 limes their rental on advertising. It stands to reason that their customers must re coup them. They simply can't un dersell me!" To this the ITera/J writer replies: Hut, alas, the wicked advertiser manages, nevertheless, to undersell the virtuous non-advertiser. It's the case of the man in jail whose lawyer assures him that the authorities can't arrest him--`But T am arrested,' in sists the bird. "By their numeric co-operation and concentration of purchasing capacity, the consumers unconsciously, but nevertheless effectively, manage to spread out wide and thin the added cost of maintenance, exploitation, vending, and distribution. In other words, the pro rata contribution of each purchaser to the dealer's mulct tends to diminish in direct ratio to the number and volume of sales. Just to the extent that the ad vertising is successful--no matter what its cost--does it pay for itself to the profit, alike, of producer and con sumer. What's one man's gain is not another's loss: for, in a fair swap, both parties to the deal are benefited to the extent that the need of one balances the want of the other. Kach comes to his own". A simple illustration will show- the soundness of the doctrine. If a mer chant sells Si.000 worth of goods in a year at a profit of 10 per cent, the margin of S roo will not even pay' store rent. If his sales are ? 10,000, the profit of 3r.ooo will pay rent and leave something for living expenses. Now if this merchant by judicious ad vertising, say to the amount of #i,ooo, builds up a trade of ?ioo,000. he will be S9.000 to the good, and can well afford to knock off #2,000 for the benefit of his cus tomers. And if he is doing business in a large enough town, and spends #to,ooo for advertising, and sells #1,000,000 worth oi goods, it is clear that he can afford to make a cut in prices that will reduce his profit to 5 per cent, or .#50,000. Deducting the #10,000 paid for advertising, he has #40,000 to the good for rent, running expenses, his cost of living, and a surplus to "salt down". Thus the cost of advertising, by being dis tributed among the great number of customers, operates to the advantage of each one through the ability of the advertiser to sell St,000,000 worth of goods at a percentage of profit which would not pay him for handling #to,000 or #100.000 worth. It is a matter of plain figures and common sense. The logic is borne out every day in the commercial ac tivities of the country. Moreover, successful business men are not ad vertising for the mere pleasure of see ing their names in print. They are I 0007-SWP-000118955 seeking customers, and are getting them: but they could not get them without advertising nor without mak ing good their advertised promises regarding prices and wares; in other words, without publicity and without making it advantageous for multitudes to go to their places to trade. The Four First Functions of System. To be able to peiiorm as much as you have promised--to be able to promise as much as you can per form-- To be sure as well as to be swift-- hut to be swift as well as sure-- To be able to dismiss detail in order to devote every hour, every minute, to productive effort-- To minimire the loss, the waste the worry-- These are the four fundamentals of success--the four first functions of system.--Vv.t/cw. 0007-SWP-000118956 The interests of the painter, the paint dealer, and the paint maker are common. What helps one, helps the other; what hurts one, hurts the other. We can all get most busi ness and make most money by working together. 0007-SWP-000118957