Document dQZmV80m00MdKrpK9RBw0jM79

Th e S. W. P. Published monthly by Th k Sh e r w in -Wil l ia ms Co . in ebe interests of their Agents. d:(cd and printed in. the Department of Publicity at 1*4 Canal St., Cleveland, where all communications to the Editor should be sent. VOL. VI, MAY, 1904. No. 5 THE LOGIC OF JTIXED PAINTS. Editorial From "Drugs, Oils and Paints" The subject of mixed paints was treated so ably and so comprehensively in theediturial pages of" Drugs, Oils and Paints" for February and March that we arc anxious to place the articles before all S. W\ P. agents. Through the kindness of the publishers wc ate enabled to do this. The editorials, we believe, make the best exposition of the subjecr that has appeared, and will be of vital interest to all paint men. We urge S. W. P. agents to read the articles carefully--they will give you greater confidence ill good prepared paint like S. W. P., and will supply you with invaluable selling arguments. ITHIN the memory of living painters, the wielder of the brush I was also a paint and varnishmanufacturer. Every paint shop was equipped with its slab and muller for rubbing up colors in oil. and all shops of any pretentions also had their small hand mills fur grinding and mixing tints and bases. In the course of time, partly because of the prevalence of lead poisoning among painters, partly because of the obvious economy of machine work, and partly because of the rapid increase of demand incident upon the growth of the country, the corroders of lead began to offer their product ground in oil. This was the first step in the progress towards ready-mixed paints. The advantage, both in the efficiency and the economy of this practice was so immediately obvious that the color makers quickly followed suit, and thus corroders and color makers became paint manufacturers; a new industry being thereby created, while shop mixing was inevitably doomed. The second step towards the production of mixed paints came when the corroders, realizing either the superior results or the greater profits obtainable from mixtures of pigments, began to put forth combinations of lead and barytes, lead and zinc or of all three materials, in varying proportions. These combinations requiring only the addition of tinting colors, oil, driers, and turpentine if desired, taught not only the consuming public, but the painter as well, several important economic facts: first (it is claimed) that a combination of hases gives better results than a straight or unmixed base; second, that with such compounds more work can be done for less money ; third, that machinery is not only more economical, but more efficient than manual lahor; fourth, that the uniformity of materials and treatment made possible by manufacture on a large scale is an important factor in assuring satisfactory results. At this point the native alertness of the Yankee genius caught the logic of the facts and quickly carried it to its inevitable conclusion. If it is advan tageous and economical to substitute machinery and factory organization for hand labor and shop rule of thumb in the grinding of lead, colors, and paint bases, why would it not be similarly advantageous to bridge the entire chasm and bring the paint factory in immediate contact with the brush? If it is ad- 66 Th e s . w . p. vantageous and economical to super sede the muller and the hand mill with the power chaser and buhr mill, why not also supersede the mixing pot, paddle, and strainer with a mechanical mixer? The recent introduction oi zinc white and its general adoption by corroders in the preparation of their mixed bases or "graded leads" facil itated this development and made practicable the production of a readymixed paint in which the pigment would remain fairly well suspended in the oil. The first ready-mixed paint is be lieved to have appeared locally about the middle of the last century. The advantage of the proposition was so immediately obvious that paint fac tories rapidly multiplied all over the country, and where paint was before somewhat of a luxury, it speedily be came a necessity. By 1870 there was a "paint factory" in every village, and in many thickly populated regions it was not uncommon to find an old barn transformed, with its bench of mills and mixers vigorously turning out compounds for the decoration of the neighborhood. The fierce competition that resulted from this swift multiplication of enter prises resulted in constant endeavors to secure advantage by cheapness, and here the emulsion paint found its chance. Linseed oil was expensive, water was as free as air, every drug gist knew how to make oil and water mix, and the unscrupulous paint man ufacturer speedily availed himself of the knowledge of his friend the druggist. Even in the competition of emul sions, some remarkable results were achieved; but time, which proves all things, quietly proceeded with its practical demonstrations, and the emulsion paint, except in regions where paint is still a comparative nov elty or luxury, has had its day. Since 1890 the trend has been steadily back to the pure oil paint, and the com petition has been for absolute econ omy--the relative cost divided by the relative duration of service. But the introduction of the readymixed paint and the consequent growth of paint consumption has not only popularized the knowledge of paint economy, but has directed upon the subject the attention of technicians and investigators to an extent that could not fail to result in extensive enlightenment. Owing to the com petitive claims and the eager research es of mixed paint manufacturers, no less than to the interest aroused by them, we know today more about pigments, vehicles, and painting con ditions than about most subjects with which the consuming public is con cerned. The result of this flood or investi gation could not fail to be a bettering of materials and methods, a more in telligent selection and more exact methods of manipulation. Of this the paint consumer has received the benefit, and he can today, if he so wills, obtain a very intimate know ledge of paints, both in their techni cal and economic aspects. Another result, contrary to earlier expectation yet entirely in accord with the logic of things, has been the specialization of the industry and the establishment of the ready-mixed paint as the inevitable paint of the future. It is worthy of note that nearly all large industrial consumers of paint, even those that order by specification and formula, are inclin ing more and more to the purchase of compounds ready for the brush, and this tendency is intensified every Continued on page So. y 0007-SWP-000118906 THE $, W. P. 67 t&f.lii ,, IN FULL BLAST. SPRING paint selling is now in full blast. Upon the business you do--the orders you fill--during the present months depend to a very great degree your paint profits for 1904. To make this spring's business exceed all past records every S. W. P. agency must maintain its fighting attitude, must "work its plan," must call into service every aid at its command. "Keeping everlastingly at it" will win. Don't let up in your efforts because things are coming your way, and you feel you are getting a fair proportion of local business. Vou want more than a fair share. You want ever so much more than you got last year because it's only by progress and continual advances that you can maintain your lead in the paint field. To "keep ahead, always," you must go after orders, large and small, little and big. Never overlook the Specialties. Give a good share of your time and attention to the profitable field of halls, schools, churches, offices and store buildings. In this connection do not forget the aid we can give you. If you see a building going up or have a customer whom you cannot quite close with, call on us, explaining the situation, and we'll go after the order for you with forceful, well-written letters and strong follow-ups. Use the "personal letters" often. Continue to use all the advertising helps which we have prepared for you. Be a "full line" advertiser. Our new window dressing booklet is full of simple but effective windows that will catch the eye of the public. Keep your newspaper space filled with good "copy". The electrotype booklet should be consulted often,. It is filled with the best of good "copy" fora vigorous and successful newspaper campaign. The other advertising features furnished you can be used most advantageously. Color cards, hangers, posters, fence and field signs are invariably effective when properly distributed. We want you to make liberal use of the various S-W. advertising features--to call upon us for suggestions and special help--to keep the campaign going in full blast--to wind up this spring season with a new record. s 0007-SWP-000118907 68 Th e s . W. P. GOOD LINES TO PUSH RIGHT NOW. `O S. W. P. agent who ne} ,y > l gleets to push the special ? | ties--the shelf goods--the - $ m big profit-makers--is mak ing the most of the S. W. P. agency. There is no business which is more eas ily handled or that leads to big S. W.P. sales so quickly as the shelf goods lines, particularly at this time of the year. Sell the householder -- the woman of the house--the S-W. fl_ I i~T ' iij-- i. paints she needs ' for the floors, the cupboards, the pantries, the dressers, the flower-stands, and the thousand and one little things about the house, and you'll be sure to sell S.VV.P. for the outside of the house. There's the quality in every S-W. product that gives satisfaction and that brings a customer back asking for "more of the same label". Push the specialties. Push the fol lowing particularly: The S-W. Floor Finishes: Bugs and painted or varnished floors are the style everywhere now. The day of the dust and germ collecting carpet is past. It's good business, therefore, to push Floor Finishes with all your energy. With The S-W. Floor Finishes in stock you can meet every demand of your territory ; they're made for finishing old and new floors in any style desired. No other floor finishes are so well adver tised for the dealer or pay him such good, permanent profit. The line com prises: Th e S-W. In s id e Fl o o r Pain t --For an effec tive inside painted finish. Th e S-W. Po r c h Fl o o r p a in t --a lasting finish for porch floors. FLOORLAC (Registered}--A stain and var nish combined, for old and new floors. MaR-NOT--A durable floor varnish foi nat ural wood finish. Th e S-W. Fl o o r Wax --For polishing floors. Th e S-W. Cr ac k a n d Se a m Fil l e r --For fill ing seams and cracks in floors. The S-W. Family Paint: Just the thing to offer during the house clean ing days to the woman who wants to do "just a little painting about the house". It's made in 26 good shades and is put up ready for use in easily handled packages; sizes half pints to quarts. There is always a good demand for a product like Family Paint if it's properly pushed. It's a handy paint for cleanly homes-- a good paint that gives the dealer a good profit. The S-W. Varnish Stain: For re finishing old painted woodwork, for staining and varnish ing new woodwork at one operation, for a stained finish on chairs, tables, hall benches, bureaus, and furniture of all kinds sell Varnish Stain. It will pay 0007-SWP-000118908 THE S. W. P. 69 One of the good arguments to use in selling Varnish Stain is its easy working qualities--it brushes out freely anddoesn't pull hard. The S-W. Enamel Paint: For enamel ing washstands, bedsteads, dressers, chairs, etc. Enamel Paint is a ready seller because it always gives satisfac tion. It is made in 14 beautiful col ors and put up in quarter pint to quart penny lever cans. No other Enamel Paint on the market today has the same easy working qualities as The S-VY. Enamel Paint--it (lows out evenly and smoothly--doesn't drag under the brush, and is altogether one of the most satisfactory pro ducts in our shelf goods line. It's well advertised. Enameloid: A high gloss varnish paint for use on inside walls, ceilings, and woodwork. Better than wall paper. Knameloid is fast taking the place of faded, soiled, and germ gathering wall paper. It's cleaner, more healthful, and more durable than wall paper. It's easily applied, stands any amount of soap and water, and wears for the longest time--much longer than wall paper. The increasing use of Enameloid in . every section of the fiCj continent means a larger field for the paint dealer who has the product on his shelves and who keeps it before his trade. It's manufactured in 18 decorative shades. The S-W. Aluminum Paint: For a bright silver finish on gas and water pipes, hot water boilers, gas stoves, cooking stoves, and wood and iron surfaces general ly. One of the most adaptable paints on the market. The many ways in which it can be used, its durabil ity, freedom from nauseating odor, and its soft vel vety finish make it a very desirable paint for house decoration. Aluminum Paint Tanks among the best selling and best advertised of The Sherwin-Williams Full Line of Profit Paying Specialties. Put up in 34 pints to gallons. The S-W, Empress Gold Paint and Imperial Gold Enamel: For gilding light furniture, picture frames, gas fixtures, and general decorative pur poses. Standards for spring house cleaning. There's scarcely a home in your territory in which products like these two will not be used for spring renovation. Gold Paint is put up in liquid form ready for use. In Gold Enamel the liquid and the bronze are put up separately. A brush and full directions for use are given with each product. The S-W. Screen Enamel: For screen door3 and windows. Prevents rust. Easily applied, does not gum up the wire, made in black and green. ratShWHB Miltil The S-W. Buggy Paint: For bug gies, carriages, porch and lawn furniture is a quick selling 0007-SWP-000118909 7 THE S. W. P. money-maker. Right now, during the spring months when the old buggies and carriages are being repainted and the porch furniture put in shape for the summer, it has its biggest sale. It is a varnish gloss paint of great durability, made in eight good colors. It is well advertised. A color sample is enclosed in the Calendar-circular and other advertising matter which we send out to property owners. It is in good demand in livery stables for touching up carriages, etc. Buggy Paint is first-class through and through --you are not giving your trade the best unless you're selling them Buggy Paint. The S-W. Furniture Polish : For furniture, interior woodwork, floors, etc., is building up large sales these days. It is one of the "little things" that every paint dealer should handle --besides the good profit in its sales it will swing larger orders for him. Furniture Polish is a splendid polish -- reliable every time it is used. We're doing lots of advertising on the line, a spec ially handsome carton and strong newspaper electrotypes go with it-- it's one of the best sellers you can take hold of this spring. Push all these lines with all your energy during these busy paint selling days. Ifthere is a single one of them missing from your shelves, write to day for prices and color cards. Tke attractive store display o) Wm. Cameron & Co., S. IF. P. agents at Waco, Texas. This display shouts the ,xfuH ltnen most pleasingly arranged. Wrn. Cameron fif Co. are one of the most progressive paint houses in the South. 0007-SWP-000118910 Th e S. Ut. P. 7' AN EASILY-TRIMMED WINDOW. i\ N effective display of S. W. P. can be obtained by arranging cans of -ii S. W. P. in a half circle as shown, with counter display card and color cards in centre. Hang poster in the background. Keep S. W. P. before your trade. Trim a window today. >* 0007-SWP-000118911 7Z THE S. W. P. BIGGEST FRESH WA Augustus B. Wolvin, the leviathan of the Great Lakes, is | w'HEN the Steam Ship Building Co. and give satisfaction er Augustus B. under the severe tests of marine use, there Wolvin slid from the launching ways at the J-orain yards of the American Ship Build ing Co. into the waters oi Lake Erie on April Cafi. A. B. Walvin 9, another advance, and a marked one, was made in the carrying trade of the Great Lakes. The Wolvin represents the greatest progress in ship building on inland waters. To Mr. A. JB. Wolvin is due the credit of having this mighty vessel built for the Acme Steamship Co. To Mr. Jas. C. Wallace, vice president and general man ager of the American Ship Building Co., is due the credit for the design of the general structure. The Sherwin-Williams Co. in addition to having an interest in the big boat through its marking an advancement in a great in dustry have a very personal interest as well. The American Ship Building Co. use The S-W. Products almost exclusively and the steamer Angustns B. Wolvin is finished throughout with The S.W. Marine Paints and Varnishes. This fact will be appreciated by all S.W.P. agents. It affords splendid ad vertising opportunities, it is a convincing argument for the reliability oi S-W. Pro ducts. When the paints is every' assurance that those paints are o) honest quality. Through the kindness of the publishers of the Marine Review we are able to re produce views of the steamer Wolvin and to : give the following in teresting description oi the vessel: "The vessel is the largest ever built any where to navigate fresh water and there are very few ocean vessels that are purely freight vessels that exceed her in dimensions, her length being 5 Co feet over all, 540 feet in keel. with a beam molded of 56 feet at the widest part, and a molded depth of 33 feet amidship. This magnificent ves sel has several new and interesting features in her construction, the The Augustus *B principal one oi which the Flatiron bun is probably the shape Washington Mo\ of the cargo hold. This $6o feet longy th is built in the form of a 55 285 7ee* feet hhigighh. a; hopper, with sides that of a certain manufact slope from the main deck down to the tar urer are used by so top, and the ends built on the same slop careful and The hopper extends in one continuoi particular a length of 409 feet without bulkheads buyer as the divisions of any kind, and in width American measures at the top 43 feet and at tl 0007-SWP-000118912 THE S. W. P. 73 /ATER STEAMER AFLOAT. is finished throughout with The S-W. Marine Paints and Varnishes. ion bottom 24 feet. The space between the ere . sides of the ship and the sides of the : of | hopper is used for water ballast, so that | the water ballast, as well as being in the ers | usual double bottom underneath the hop re- per, extends up the sides to the height of the main deck stringer. This construction was adopted to accommo date the use of auto matic clam shells in un loading the cargo and while it serves this pur pose, it also serves to make a stronger vessel. There are thirty-three cargo hatchways in the spar deck, each one measuring 33 feet by 9 feet in the clear, and spaced 12 feet apart centers, so that it will be possible for the clam shells to unload the ves sel entirely without any hand shoveling. These hatchways are fitted with a patented system of steel plate sliding *'. fVal'vin compared nssiih hatch covers, operated tiding in New York, and by steam engines and tnument.' The Wolviis is shafting, so that no 'he Washington Mttntimenf, Tnd Flatiron buildingt manual labor is required for the o pening and Clos ing of the hatch covers. ok The water ballast space is divided into e. numerous compartments by water tight us athwartship bulkheads fitted at intervals or of about 60 ft., and the total ballast cap it acity is about 8,000 tons of water. The he cubical capacity in the cargo hold of this immense vessel is about 500,000 cubic feet, which is equal to 401,000 bushels of grain, or to 12,500 tons of coal. On the spar deck are six 8x10 ___ inch single drum en- Mr J c Watlace gines, carrying each a steel wire mooring line for the usual moor ing and warping purposes. In fact, steam has been used wherever possible to dis place manual labor. There is a steam windlass fitted for handling the two 8,000 pound anchors, and a steam capstan on the spar deck aft. She will be fully equip ped with electric lights throughout and has duplicate plants so that there will always be one to fall back on in case of the other giving out. The propelling machinery, as is usual in lake vessels, is located in the extreme after end of the boat. The main engine is of quadruple four-crank type, with cylinders 185-2 in., 2in., 4354 in. and 66 in. diameter, each having 43 in. stroke of pistons, and they are designed for an indicated horse power of 2,000 when making 80 revolutions per minute. "The boilers, two in number, are of the Babcock & Wilcox type and placed with a 12-ft. space between them to fire athwareships. .'.The working pressure is 250 lbs. per square inch, and the steam is super heated, the superheater being placed on top of boiler proper. The 0007-SWP-000118913 74 THE s. W. P. boilers are fitted with a mechanical stoker, the coal being fed into hop pers, passing from thence on to travel ing grates, the ashes being deposited at the back of the boilers and discharg ed overboard by means of steam driv en elevators. The coal bunker has a capacity of 350 tons." "In every respect the vessel has been fitted out and built to meet the most modem requirements of lake service and there is not the slightest doubt but what she will fulfill every anticipation." Mr. A. B. Wolvin. Mr. A. B. Wolvin, for whom this vessel is named, has for many years been a leader in the ship buidling in dustry and lake transportation. He has had a remarkable career. He is still a young man--a young man with a vast experience and a striking combin ation of energy and judgment. Captain Wolvin started sailing when he was 12 years old as cabin boy on the "Dean Richmond" of which his father was captain. His first boat was the steamer "Anne Smith" which he sailed in 1S79. He quit sailing in T.8S2 but returned to the lakes in 1889 as vessel agent with the late Captain F. W. LaSalle of Duluth, the firm be ing known as LaSalle & Wolvin. His advancement was rapid. He became manager of the American Steel & Wire Co's fleet of vessels, president of the Superior Ship Building Co., manager of the Great Lakes Towing Co., agent foT the Western Transit Co., and was associated with J. J. Hill's interests. In 1902 when the United States Steel Corporation was formed it ac quired r tz steamships and formed the Pittsburg Steamship Co. to operate them. Mr. Wolvin was appointed general manager of the fleet. He re signed from this position in January last to give his entire attention to personal interests. Hr. J. C. Wallace. To the energy and keen business judgment of Mr. J. C. Wallace, Vice President and General Manager of The American Ship Building Co., much of the success of the company is due; indeed the ship building industry of the Great Lakes owes much of its greatness to him. Like most of the successful men of today, Mr. Wallace came up from the ranks serving an apprenticeship which well fitted Mm for the important posi tion he now holds. He began busi ness life in r88t in the machinist's trade in which he served for three years. In 1884 he went with the Globe Iron Works, Cleveland, start ing in the machine shops, shifting to the shipyard and then on to the draft ing room; later sailing in the steamer "Onoko" as assistant engineer. When the Cleveland Ship Building Co. was formed in 188; he was placed in charge of the drafting room; in 1890 he was made assistant super intendent of the company, and in 1893 was appointed Vice-PresidenL and General Manager. In 189 9, when the American Ship Building Co. bought out the Cleveland Co., Mr. Wallace was given the position of General Manager and Vice President in the new company. Mr. Wallace, as a young man (he is but 39,) is a great believer in young men. He says that there is no posi tion in the business world of today to which a young man may not aspire if he has energy, vim, and push back of him. 0007-SWP-000118914 THE S. W. P. 75 An S. W. P. Mouse. Residence of Mr. O. IV. Irwin, S. W. P. Agent. Roachdale, Ind. 'Body, 497; Trimmers, 462 and 475; Floor, 46. IN NEW QUARTERS. The headquarters of the Central Division of the Company and of the Executive, General Accounting and Purchasing Departments and of the Department of Publicity are now all located in the new building erected by the Company this past year. The change gives us much needed room and increased capacity, partic ularly in the Department of Publicity, where the Press Room, Composing Room, Sampling Room, Bindery and Storage capacity has been doubled. A little later we shall be able to show photographs of the new offices at which time we shall describe them more in detail. BIO ORDER FOR STAJ1PS. What is probably the largest order for postage stamps ever received at the local post office has recently been given by The Sherwin-Williams Co. The order calls for #20,000 worth of i-cent stamps, which are to be used for the mailing of over 1,500,000 Calender-circulars to property owners throughout the country. i'or the past few weeks clerks from the postoffice have been engaged in the Bindery of the company sorting the ad dressed and stamped circulars, prepa ratory to sending them direct to the train. Over 100 stenographers and clerks are engaged in preparing the cir culars for the mails.--Cleveland World USE THE "PERSONAL LETTERS" TODAY 0007-SWP-000118915 76 THE S. W. P. THE OLD GUARD. Agents Who Have Been Selling S. W. P. Long and Successfully. One of (he most valuable assets anti pleasing associations of the Company are the many happy business relations that have come down through the years, in almost evert' part of the continent are to be found S.W.P. agents tvhn began handling The S-W. Products in the early days and who have struggled side by side with us to gain first place in the paint world. Our success is their success; their success is our success. We shall endeavor from time to time to publish sketches of members of this "Old Guard." Their experience is the experience of years and their success is the success of years. Ethan C. Claflin, for 22 years S.W. P. Agent at Milford, Mass. Mr. Ethan C. Claflin has been agent to this argument was added the reputa for S. W. P. at Milford, Mass., for tion of the paint as it gave satisfaction twenty-two years. His success with S. to each user, the sales increased and W. P. covers the same period of time. the agency grew to be one of the most His business career important in the state. reaches back fifty-five Mr. Claflin, despite years--fifty-five years of his many years of work honest, satisfactory and his advanced age of business. seventy-nine years, still Twenty-two years is a remains in active control long test for a paint. Mi. of his business. His Claflin states that in all interests are many, yet that time, during which he "keeps to the front" he has solel thousands of in the paint trade and re gallons of S. W. P., he tains that degree of enthu has never received a le siasm and confidence in gitimate complaint. The the sale of The S-W. agency at Milford has Paints and Varnishes that been progressive. It has has been the secret of his gone ahead season after success. Heisidentifiedas season, year after year. It was bnilt on the prin ciples that make for suc L director with the leading banks of that vicinity, has been tax collector of Mil cess--honest goods and Mr. Ethan C. Claflin. ford for 2 5 years and car honorable methods. Mr. ries on an extensive shoe Claflin's substantial business interests finding business. A busy man .thorough were in the beginning a convincing ly imbued with the spirit of progress, argument that the paint he offered with a record of substantialsuccess, Mr. his trade was honest value. When Claflin represents the "Old Guard." J. P. Rasmussen, S. W P. Agent for 17 Years, Portland, Oregon. Rasmussen & Company have been selling S. W. P. in Portland, Oregon, the metropolis of the great northwest, for seventeen years. The life of the agency has been vigorous; its success has been large. Mr. J. P. Rasmussen, founder and manager of the company, writes of his experience with S. W. P. in these words, which are stronger than any comment upon them: "We have been singing the praises S 0007-SWP-000118916 THE S. W. P. 77 of S. VV. P. for seventeen years now. of expert witnesses to this fact. For Long, long ago we told of its good while the great trade strife has been qualities, and long, long ago we came hottest about ` prepared ' paint, we to have abounding faith in it. In fact have won most important battles with the faith came first, and S. VV. P., Japan and its realization has been Oil Colors. VVe have greater year by year. always made it a point In the face of unusually to carry a complete acute competition we stock in these most im have seen S. VV. P. portant lines; and our steadily win its way into ability to fill orders of increasing favor with any size without delay consumers and con has always been of great tractors, the volume advantage to us. of our business more "VVe are meeting than keeping pace with with the same success the growth of our city with your varnishes and the development that we have met with of its territory. in our paint and color "That our increasing trade, and though we success is largely due to took up this line only the superiority of S-W. products goes without Mr. J. P. Rasmussen. a little over a year ago, it is becoming an im question. The array portant factor. of names of builders and master "VVe are eminently pleased with painters upon our books is evidence The Sherwin-Williams Products." The "personal letters" get business--that's the reason we want you to use them. Fill out the blank today. An S. tV. P. Hotel. Arlington Hotel, Santa 'Barbara, Cal.--one of the finest on the Pacific Slope. Painted with S. IV. P., 351. \ 0007-SWP-000118917 78 THE S. . P. S. W. P. ADVERTISERS. What S. W. P. Agents are Doing in the Way of Special Advertising. rHF.RE can be no doubt that S. VV. P. agents are firm believers in newspaper advertising. Newspaper space has been used exten sively during the last few weeks--judging from the many copies of newspapers sent in, there has been more and better advertising done than ever before. The results will surely show in the spring paint orders. Perhaps, the best suggestion that can be made regarding newspaper advertising, or in fact advertising generally, is -`keep at it." The advertising that fails is the advertising that is done spasmodically. The persistent adver tiser wins--it is constant advertising that builds up business. 1 |j 1 i1 i Using Newspaper Space Some S, W. P. agents from whom we have recently received newspapers containing good ads: A. Grafc, Wilniot, Ohio. Chas. D. Harlow, Washington Court House, Ohio. Chas. E. Mortimer, Lockport, N. Y. H. T. Cooper, Dunbar, Nebraska. Walter Holderread, Divernon, 111. Smith Sc Lawrence, Lowell, Mass. Hartman Sc Gwaltney, Lockland, O. W. C. Landon & Co, Rutland, Vt. H. E. Hess, Philadelphia, Pa. A striking full page advertisement oj Mr. Lee Skiles, S.W.P. Agent at Virginia, 111, Puller Bros., Danville, Va. Cordele Hdwe. Co., Cordele, Ga. Harmony Bros., Mattoon, III, Hostetters Pharmacy Co., Ansonla, Ohio. Farmers* Hardware Co, Saratoga Springs, N. Y. Lindley Sc Rowan, Canton, Pa. Smith & Co., Horse Cave, Ky. J. L. Sherman, Holgate, O. W. C. Spicer, Penacook, N. H. Martindale 8c Co.. Alliston, Ont. C. H. Nichols & Bro., Roxbuiy, Mass. J. S. Neill, Fredericton, N. B. Lamson Sc Trowbridge, Marlboro, Mass. L. S. Vamell, Washington, Pa. Cottrell Sc Co., Pauliina, Iowa. Lee Skilcs, Virginia, III. E. C. Peck, San Bernardino, Cal. The Peckman Co., Newport, R. I. The L. W. Loomis Hdwe Co., Cuyahoga Fails, Ohio. J. R. Bourland, Lewisville, Texa9. J. H. Brewster, Lisbon Falls, Me. Using the News Notices. The reception accorded the news notices inserted in thelasttwo issuesof Th e S.W.P. is gratifying. A number of the newspapers received had a notice prominently display ed and in several instances the name of the S.W.P. agent in the town was inserted in place of "a prominent paint dealer." The theory of this kind of publicity 19 correct. It is first rate advertising and we shall continue to enclose suggestive news notices in future issues. Using Testimonials. The endorsement S. W. P. by people of in a certain Locality is the best guarantee of its quality that cun be given to prospective customers in that locality'. T, H. Briggs Sc Sons, S. W. P. agent at Raleigh, N. C., are sending out to their trade this spring an attractive Utcle " testi- 0007-SWP-000118918 THE S. W. P. 79 yfl arr flip to' s ... fliau V.C-.. y. lhI J | x< jIkn? | recently sent out to his trade a copy of a letter from Mr. F. W. Cooper, a lead ing architect of Pueblo, Colo., nn the qualities of S-W. Products. At the same time he wrote a strong personal letter cal ling atten tion to his paint and gen eral stock. The architects letrer is a convincing one, readingas follows: "I have used The Sherwin-Wil liams Paints, exclusively, in my work for the last One of a series ofattractive one quarter page ads. run by Mr. E. C. Peck, S.W.P. Agent, San 'Bernand'mo, Cal. sixteen years and they have been in every way satisfact ory. The $30,000 resi dence of Ex. U.S. Senator monial" folder telling what painters and Thomas M. Bowen, completed in Pueblo property owners in Raleigh think of S.W.P. in 1892, was painted with S-W. Paintsaud The folder gives statements from prominent has not been painted since that time. It looks business men of the city who have used fresher and better today than many resi S.W. P, on their property, and from con dences here which have been painted within tractors, builders, architects and painters the last two years ; so long as I am able to who have had practical experience with the get such results as I have in the past I shall pa till. In addition, a list of about twenty continue specifying S-W. Products with painters who use ami recommend S.W. P. the knowledge that I am getting for my and of about seventy-five property owners clients the best goods in the market." who have had satisfaction with S.W.P. are Make use of the "testimonial" idea in given. Altogether the folder is strong adver your advertising. tising and should bring the agency at Ral eigh good returns. Mr. Jordan Steeves, S. W. P. agent at Da Le e Jo h n s o n H d w Co . Hillsborough, N B., is another strong ad vocate of the "testimonial" idea. He sent to his prospective customers recently a well- written, well-displayed four page circular containing about twenty S.W. P. testimon ials from representative residents of Hills borough and vicinity- The first page of the circular gives "a dozen good reasons why you should buy Sherwin-Williams Paint in preference to any other"; on the second page is a strong general talk on the paint and the testimonials follow on the third and fourth pages. After reading the ciicular one is possessed with a strong de sire to use S-W- P. H. M. Hitchcock & Co., S.W.P. agents at Redwood Falls, Minn., in a "personal" letter to their trade give the names of twenty property owners who have used S-W. Paints. The names are given as a refer ence and a guarantee. The letter closes with the words "yours for reliable paint service." Mr. Abram Buckton, S. W. P. agent at Denver, Colo., has introduced many good features into his advertising methods. He SWP MARCH This is a foster designed and successfully used by DaLee Johnson CV, SJP.P, Agents at Fitzgerald, Ga. I Ii i \ r [ I is i h 0007-SWP-000118919 So Th e S. W. P. THE LOGIC OF MIXED PAINTS. Continued from page 66. year. Painters also, with numerous exceptions among those who still be lieve it possible to maintain the com petition ol hand against machine, are rapidly yielding to the logic of facts, and more and mure limiting their shop manipulation to exigencies and special requirements. The objections to this form of paint have been threefold: the first on the score of possible, or as it is often as serted, inevitable fraud; the second on behalf of the painter, whose sphere of activity is circumscribed by it; the third, the technical objection on the score of quality and economy. The first objection has been practi cally eliminated, as indicated above, by the competition of manufacturers and by the rapidly growing tendency of the latter to advertise and guaran tee the general formula. It is also easy to insure against it by means of the technical information now avail able to anyone. The second objection is on all fours with that formerly urged against the sewing machine, the power loom and all other mechanical im provements and falls before the same fact3--increased employment follow ing decreased cost. The third objection is the one around which most of the controversy has centered: Can ready-mixed paints, in fact, be as satisfactory technically as paints prepared for the occasion by an expert--what? An expert paint manufacturer, chemist, technician ? No; an expert spreader of paint. That, in the last analysis, is the question: It is the paint-making specialist pitted against the specialist in the application of paint; and should, it strikes us, require no further discussion. But at bottom the ques tion has still another phase. Regard ing the mere matter of relative merit between a machine-mixed and a handmixed product, it will be apparent to all who appreciate modern conditions of trade that even a simple mixture of lead and oil will be more satisfactorily made, with better assurance as to ad vantage of price and security against adulteration, by the well-equipped factory than by the shop, with limited equipment and facilities. This much may be regarded as settled; but the question of "straight" pigment versus "combinations" remains. Is a combination of zinc and lead or of these with an "inert" pigment intrinsically as economical as a mix ture of simple white lead and oil?-- for practically all ready-mixed paints are combinations of the kind indi cated. We not only believe it to have been fully established that they arc more economical; but we also believe that the great increase in their consump tion, contrary to the generally received opinion, has marvelously stimulated the production and consumption of white lead, and will continue to do so until such time as the advance of knowledge shall place within the reach of paint manufacturers a white pig ment without defects and an oil which shall be all that linseed oil ought to be and is not. This phase of the matter we shall reserve for further discussion in our next issue. (In Th e S. W, P. for June the editorial on "The Economy of Mixed Paints" that appeared in the March issue of Drugs, Oils <Se Paints will be reproduced. The article, as its subject implies, treats of a feature regarding which controversy has waged for many years, namely, prepared paint economy.) __ -... k 0007-SWP-000118920 E want you to send us the name of every property owner in your town who in tends to paint or who ought to paint his property this spring. Use the blank in closed with this issue. Send in some names today.