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Thoughts m m PUBLISHED WEEKLY BY THE ACME WHITE LEAD AND COLOR WORKS DETROIT, MICH. Devoted to Matters of Interest to Our Representatives VOL. IV. DETROIT, MICHIGAN, JANUARY io, 1003. NO. 13 His First Experience. I* R DOUtiALL. " Lives of great men all remind us We can make our lives sublime. And departing' leave behind us Footprints on the sands of time " It is interesting to go back to the starting point iti the lives of great men, and we know that our representatives will be pleased to learn how F. R. Dougall made his first start as a salesman Frank's experience, as outlined from notes taken during a conversation when he was relating his start as an Acme salesman is written below; " I walked out Michigan avenue, calling at every place that looked as If paint could possibly be handled there. Nearly wore out my shoe leather and energy. Finally landed at Lark's place, which, I should judge, would be about five miles from Woodward avenue. All along the line I had felled to make a single sale. Every body was handling Bcydell's paint. Lark's place consisted of a sort of general store, and at the back of it was the saloon, I was hot, dusty, thirsty, and tired. Bought a schuper and set one up for the proprietor. Then I sailed into him on the paint proposi tion. He told me he was thinking of putting in paint. Then I nearly fainted- Said he meant to go down to Boydell's the previous week and order a stock, but had not got around to it. In order to convince him that our line was what he wanted, I said: ` Why, you don't want Boydell's paint. Everybody else buys that. What you want to buy is Acme paint, because nobody buys it, and you will have something then that nobody else carries.* Strange to say, the argument caught him. That was my first paint sale." Frank never makes an argument unless it has some prominent point. The points in this, his first argument, are italicized. Convention Expense Account. Competition for January. We wrote a special letter to our repre sentatives asking them to report their con vention expenses on a sheet of paper and not to put them in their expense book; not withstanding this fact, about 50 per cent, of our men reported their expenses in their tiftt HOUSEHOLD PAHtt wr.fM~.iMr. expense book. It did not make much difference to us, except that it indicated i very clearly the men who handle such matters carefully and those who do not, and the moral 13 obvious. We cannot conceive of any excuse what everfor our tnert to carelessly ignore defi nite and positive instructions, If it is Competition this month is o r Acme Househdld Faint. We trust our representatives will "Take Hold and Lift" in a vigorous manner. done m one instance it is done m another, and your attention is called to this simply to cauuon you against being so careless about these matters. G. B. P. A Good Method to Pursue. We publish below a letter received from Mr. C. F. Pulfer, which shows how careful he is to keep our records of New Era agencies in his territory up to date. You will readily see that if all our representatives followed this same course we would have a much more authentic list of New Era agencies than we have at the present time. We would suggest your handling the matter in this way and can assure you that it will be of mutual Interest: Re Pugs ey & Shepard. Paw Paw. Mich. These people have bought Ihe J D. Holmes stock of paint and In future will be our New Era High- Grade agents at this point. Kindly adjust your records C FP Glad to meat j q j . Let us greet you Ti-Ki! Ti-Kil! Ha l Hat! Ha !! E Tf-Kit Ti-KHI Rah! RaM! Rah I!! Competition on New Era Varnishes, The winners of the prizes offered in the special varnish competition were A. D Hoagg, first prize, $20. A. R. Kelly, second prize, $10. F. R. Dougall, third prize, $5. Mr. Hoagg writes . I thank you very much for the check, and also for the silk tile. I shall wear it with very much pride and feel that I am now a true Ti-Ki. Mr. Dougall writes: I am very much obliged I do not consider it any disgrace to be beaten by either Mr Kelly or Mr Hoagg Good for Frank I Enclosed please find four orders amount ing in all to $500, which represents my first day's work in 1903. Here goes for a banner year. F. R. D. Your letter, notifying me of my election as a member of the Acme Plug Hat Club, received. Thanking you for the honor conferred on me, \ assure you I will take great pleasure ;n wearing the hat at our annual convention with the rest of the boys. C. M. THOUGHTS January j o . ic,oi Who are l Who ate l ! Who are we l ! ! We represent the great Ac-me P-A-I-N-T PAINT ! I I Oar General Distributers. California W T LiUle PcumCu , W E- Little Paint Co Lo Anodes San Diego Florida The S B Hubbcid Co Tamvu H .rdware Co Jacksonville T<un*a Georgia Bush Hardware Co , X*il- Millard Co . rimcis Geo E Walson Co , Colburn, Birks & Co . Columbus Savannah Chicago Pcon.x Indiana Indianapolis Hardware Co Indianapolis Iowa Stckels. Preston & Nutting Co . Davenport W H Tortert, Dubuque J W Edgerly & Co . OtUinuvn Herrick, Hess & More, Sioux City Kansas A B Whinng Paint & Glass Co . Topeka Kentucky R M McFarland Robinson Bros. & Co . I Louisiana j L N Brunswig & Co , , Maryland I Carlin & Pulton, | Massachusetts I E. & F King & Co . Henderson Louisville New Orlears Baliiir nre Boston Minnesota Hackett, WaKher, Gate> Hdwe Some of the Things That Should Assist Our Representatives in 1903. Reduced price on Neal's Interior Enamel Special offer in connection with New Eia Varnishes. Line of Davies' Varno-Floor-Slam. Road signs for New Era Prepared Paint Discontinuing the Tally File System ex cept in very special cases. Anc there are more to follow. To Mr. W. G Neal belongs the honor of sending in the first order based on our special offer m connection with New Era Varnishes, (t was the $50 assortment. MlS8JS8tppl Lee Richardson & Co , Muuuiia Ellis P.ont Co Vicksburg New York Buffalo Glass Co , Sickles & Nutting Co , Burhans & Black Co . Jno L Thompson. Sons & Co North Carolina Burwell & Dunn Co Hart-Ward Hdwe Co , Ohio Smuh Bros Udwe Co, Norton Paint & Hardware Co , Buffalo New York City Syracuse Troy Charlotte Raleigh Columbus Toledo Oklahoma Territory Alexander Drug Co., Oklahoma City Oregon F E Beach & Co., Portland Pennsylvania H B. Semple & Sons Mover Bros . r T ` , Co , \ Hardware Co . & Co . Plieips-Straw & Co , Easton Bloomsburg Hanover Pittsburg Reading WHkesbarre Specimen advertisement used by one of ; South Carolina our distributers. j Murray Drug Oft . Tennessee Columbia ELK5^- a.llMw Elk t l>tt0>< tod. fnv>t*il* ferijMcnd I. Eli Tk .Iwk rk. K.W Fntfs & WiehJ. Chattanooga Van Vleel-Mansfield Drug Co . Memphis Texas Houston Drug Co., Greiner-Kelly Drug Co.. Houston Sherman Utah New er a nion g r ad e OUARAMTEEO absol ut el y pl PREPARED PAINT G F. Culmer & Bro , Virginia Barker-Jennmgs Hdwe Co Salt Lake City Lynchburg gpTMtB*dMltlHdlVWixMtA Ql f 9<KbKvcrrlb'MloM. At lu. bo^~.,llb>M*.r^wbr'ytt *< pluolj mNt Ik.-r twt. fica Pw.t 'out girtl rtb HEW ERA PAINT W. E LITTLE PAINT CO SpK.il .. WALL PAPERS Fourth St Washington Baum & Co,, Spokane Wesx Virginia The Kanawha Drug Co., Charleston The Williams & Davisson Co , Clarksburg W H Chapman & Sons, Wheeling m 0007-SWP-00012823S Thoughts PUBLISHED WEEKLY BY THE ACME WHITE LEAD AND COLOR WORKS DETROIT, MICH. i Devoted to Matters of Merest to Our Representatives. VOL. IV. DETROIT, MICHIGAN, JANUARY 17, 1903. NO. 14 Mmimmmx Maummm Arguments in Favor of New Era jwhen Offered in Competition With the Best Known High-Class Branch Upon the Market* F R DOUGALL Good morning, Mr. Smith, my name is Dougall. l am representing the Acme White Lead and Color Works of Delroit-- Paints, Colors and Varnishes. What is the situation with you in regard to paint ? Yes ! I see you are handling Fair, Quality & Co's house paint. We are manufacturing a strictly pure house pamt, and if you can spare me half an hour l would like very much to go into the merits of our goods. Thank you. Have a cigar? lamsureycu will acknowledge when 1 am finished that your time has been wasted. You see we recognized a number of years ago that there was a sufficient demand for a strictly high-grade prepared house paint that a dealer could offer to his customer in the place of lead and oil and be safe; and what I mean by being safe is, that he would know he was recommending to his customer a better article for him to use than lead and oil would be, and an article that would give better results. At this lime there were very few house paints of any real merit on the market, and notone that had anything like the value of our New Era Paint that we are now offering. At that time the brand you are handling was one cf the best. I will concede that But conditions have changed very much, and although I don't make a practice of talking about my competitors' goods, ] am compelled, in justice to my line, to say that these people have not kept pace with the improvements. Their goods are as good today as they were ten years ago, I grant you, but when you take into consideration the vast imorovements that have been made m prepared house paints in lhat time, 1 know you will acknowledge that they cannot expect to be rated as highly as they were then What do they claim for their pamt ? They tell you that their goods are made of the best materials, but what those materials ara they leave you to find out for yourself. Now, on the other hand, we tell you that our goods are made of strictly pure carbonate of lead, oxide of zinc and linseed oil, and nothing else, the best materials, conceded to be so by everybody. You don't have to take my word for this, for we put out a certificate of purity, signed by the officers of our com pany, to this effect, and on every gallon can we attach a tag giving you the chemi cal analysis of the contents of this package, and if you find anything in that package but what we tell you is there, you won't need to pay for the order of paint you buy-- if it be 100 gallons or 1,000 gallons Our paint is a very heavy-bodied, second-coat paint; our O. W. weLghs 17# lbs., and the colors in proportion. We put these goods up in full United States standard gallons, con taining 231 cubic inches. Our colors are well selected,**are uniform and are fast colors. We use nothing but chemically pure colors to get our tints. The fact of the matter is, Mr. Smith, we arc not competing so much against other mixed paints as we are against lead and oil. What we want is the prac tical painters*1 trade, the outside painting, that is where the volume is. and we have a piece of goods that will enable any dealer who takes hold of our line to control the paint business of his town in a very short time. Our advertising Is up to date and very attractive. We have a system of letters sent to property owners, contractors and painters, calling attention to the de sirability of our goods, and referring ihem to you as our agent for their supplies That kind of advertising is bound to help your business, and it helps the sale of our paint. You, I know, want to handle the best goods you can buy, and when ! tell you that our paint will cover more surface, wear longer and look better, giving a much more beauti ful finish than any other brand of paint on the market, I am staling only facts, and a trial will satisfy you that this is so. Besides all this, to make the agency an attractive one to you, if you will make me up a list of property owners who are contemplating painting, or whose properties need painting, from time to time, I will go and call on these people when 1 visit the town, and there will, no doubt, be some of them I wiJi be able to sell that you would not get otherwise. New Eta Varnish Special Offer. We think lhat some of our representatives do not quite understand how orders taken on this special offer should be handled. W6 wish to explain: You should have the dealer write his order on inside of first page of folder, tear it off and hand it to you. The dealer should mike a copy of his order on second half of folder, in space provided for that purpose, atid he (the dealer) should retain this copy. You should then copy his order on your regular order blanks, sending one copy with the dealer's original order attached to it, to your jobber, who m turn will forward the dealer's original order to us for shipment. You should also send us a copy of your order (as you have cppi_ed.it) as a duplicate. Please do not use the biank space on second page for your duplicate order, that space is for the dealer's copy, which he keeps. Neal's Enamels used for the Library of Congress at 'Washington* Another proof that Neal's Enamels (the genuine) are thoroughly appreciated by critical consumers is the fact that Neal's Enamel, Air Drying, Flat Black, has been specified and bought by the contractors having the work on hand, for use in the Library of Congress at Washington. This is an absolute proof of the merits of the goods, and the best kind of an unsolicited testimonial for Neal's Enamels (the genu ine), as it is a well known fact that every department connected with the government is extremely critical regarding the quality of materials used In or upon ihelr buildings. First order received for Davies' VarnoFloor-Slam, and Ground Color for use m connection, stands credited to Mr. A. R. Kelly. It comprised a full assortment of the different colors offered. We confidently look for a large business through the individual efforts of our repre sentatives, and will feci disappointed if this line does not prove to be one of our most salable specialties. The goods deserve special effort on your part, and we are satisfied a trial order will mean a regular customer, 0007-SWP-000128240 THOUGHTS January 17. iquj mmsm Amimrmm Mr* Corii Is an Expert Judge* New York, Jan. 13, J903. Acme White Lead and Color Works, Detroit, Mich. Gentlemen:--We thank you for sending us copy of your very interesting and attrac tive book, giving the program of the pro ceedings at the recent convention of your House of Representatives and T1-K1 Club delegates. Allow us to congratulate )ou upon the appearance of your book. We judge from the photographs of your representatives that you are also to be congratulated upon having represent you a lot of clean-cut, Intelligent men, who look as though they knew how to get business and keep it. With kindest regards, we are, Very truly yours, La mo n t , Co r l is s & Co., C. A. Co r l is s , Secretayy. What to Do With Order Sheets Discon tinued* These order sheets were discontinued so as to save our representatives time A number have asked if there was any objec tion to using them. There is no objec tion on our part if you prefer to do so. Orders made out in the old way save us the time of copying them in the office. We are glad to have them, but we suppose, with very few exceptions, all of our representa tives will use the new order books. If you have (wo or more blocks of (he old order sheets in your possession, and do not intend to use them, express them to us. In doing this, however, prepay the charges and secure a "printed matter" rate. Sample Orders. A sample order should be made out tn the same way as any other kind of an order. Orders for samples should not be written on an advertising order blank, a note head, or anything else that happens to be handy, simply because no charge is made Write them in the same way that you write your regular orders. Members Acme Plug Hat Club. Admitted Contest Mr Alt R Ke11v. ..March t . t o o t ..Mich Seal Lead Mr. A. E Barron .. June 15, 1901..Neal's Alum En Mr I D Wilson . Oct 1.1901 . W and I Pami Mr H L Wilson Nov 1. j<je*.. Liquid Wood Fillet W C Neal .Dec 1.1901. New Era H G H. F Whitaker .. . March 1,1902 . Davies* V. S. S A Hunter .April*, 390a Ginnite Floor Paint H. P, Torrance... . June 1, xqoz. ,N C. P and T. D. H.C Cater ( Highest number June 1,1909 < of points for ' six months. h B Sangsler........ July 1. igca.. Utility Varnishes W P Wiggins ... Sept t, tgoa Master P't'rs'Col S W Newell .... .Oct 1.1902 . ..W. and I. Paint A. D Hoagg . Dec 1. t q o s ........New Era A V r Highest number C Mehlig............. Dec t, 1902 < of points for ( six months SECOND DEGREE MEMBERS Alf R Kelly............. Sepi 1,1901 Master P't'rs' Col H. L Wilson. ... Feb 1,1902 .Household Paints 1 D. Wilson ........May *,1902 ( Neal's Enamels i Neal's B-T Ens. S W. Newell .... Dec t, 1902 . .New Era H G. THIRD DEGRliU MEMBERS. Alf R Kelly. . . Nov 1,190a . .. Davies'L. F A New Distributer. We have just received advices by wire Our General Distributers* that our President and Mr Billings have succeeded in securing a new distributer at Memphis. Tenn. This is the first of the W E Little Paint Co , W. E LiUle Paint Co. Los Angeles San Diego season. The S B Hubbard Co. Hibbard, Sperxer, Bartlet Sc. Co. market Tampa Hardware Co Geo. W. Pttkins' full output of paint this ! Georgia year. j Montgomery, Ward & Co's and Sears Bush Hardware Co , Neal-Mlllard Co , Jacksonville Tam^a Columbus Savannah Roebuck &. Co's paints are made by the Enterprise Paint Co. S. H. H. Geo. E. Watson Co , Colburn. Birks & Co., Chicago Peoria Indiana Indianapolis Hardware Co., Indianapolis Iowa Sickels, Preston & Nulling Co , Davenport W. H. Torbert, Dubuque J W Edgerly & Co . Ottumwa Hormck, Hess & More. Sioux City Kansas A. B. Whiting Paint & Glass Co., Topeka Kentucky R M. McFarland Robinson Bros. & Co , Henderson Louisville Louisiana Parker-Blake Co Ltd, NewOrlears Maryland Carlin & Fulton, Baltimore Massachusetts E 5t F. King & Co , Boston Minnesota Hackett, Walther, Gates Hdwe Lo., St. Paul Mississippi Lee Richardson St Co , Vicksburg Montana Ellis Paint Co . Butte New Yorlc Buffalo Glass Co . Buffalo Sickles St Nutung Co , New York City. Burhans & Black Co . Syracuse Jno L. Thompson, Sons 5c Co , Troy North Carolina Burnell & Dunn Co Hart-Ward Hdwe Cn . Charlotte Raleigh Smith Bros Hdwe. Co , Columbus Norton Paint 5c Hardware Co., Toledo Oklahoma Territory Alexander Drug Co , Oklahoma City Oregon F. E Beach & Co., Portland Pennsylvania H. B Semple & Sons, Moyer Bros , / r t , Co., 1 Hardware Co . ;; - &. Co , Phelps-Straw 8: Co , Easton Bloomsburg Hanover Pittsburg Reading Wilkesbarre South Carolina Murray Drug Co . Tennessee Fntts & Wiebl Chattanooga Van Vleet-Mansfield Drug Co , Memphis Houston Drug Co . Gremer-Kelly Drug Co , Houston Sherman Utah G F. Culmer & Bro . Salt Lake City Virginia Barker-Jenmngs Hdwe Co . Washington Baum & Co,. Lynchburg Spokane West Virginia The Kanawha Drug Co , Charleston The Williams & Davisson Co.. Clarksburg W. H Chapman &, Sons, Wheeling w- m 0007-SWP-000128241 Thoughts * 0 0 PUBLISHED WEEKLY BY THE ACME WHITE LEAD AND COLOR WORKS DETROIT, MICH. Devoted to Matters of Interest to Our Representatives. Vo l . IV. DETROIT, MICHIGAN, JANUARY 24, 190J. NO. 15 immsam mmmm Arguments in Favor of New Era When Offered in Competition With the Best Known High-Class Brands Upon the Market, H H HAl I.ADAY Our goods weigh MlX lbs. for the white to the gallon, colors averge 16^, thereby giving the consumer 2 Jbs. more on the white and from 3 to 4 lbs. more on the colors than other high-class brands, Most of our competitors make no claim to furnish their customers with a paint composed of lead, zinc and Unseed oil and nothing else. The Acme Company do guarantee that New Era is composed of lead, zinc and linseed oil. and absolutely no other material. The dealer knows that some competing houses are good people, and guess that they make good paint. They don't have to do any guessmg about New Era. V/e put a guarantee on every package that leaves the factory, guaranteeing it to be composed of lead, zinc and linseed oi!, and nothing else. Other houses, if they made an absolutely pure article, would say so. They don't say so, for the reason lhat it is not absolutely a lead and zinc article When the painter uses New Era he knows it to be a lead and zinc piece of goods, thinned with pure lin seed oil. This is more lhan he knows when he is applying some others. When the consumer buys New Era he knows he is buying a full United States government gallon, composed of pure lead, zinc and linseed oil, and nothing else This is more lhan he knows when he is buying other pamts. When the dealer sells a gallon of New Era Paint he is selling a guaranteed article--guaranteed to be composed of lead, zinc and linseed oil, and nothing else. That is more than he can say "when he sells a gallon of oiher paint. We advertise to the consumer just what our paint is composed of. That is more than other companies dare do We can do stronger and more effective advertising than others can do. owing lu the fact that ws have more to ad* verhse than they have. Other paint would not stand our class of advertising. They dare not, nor could not, consistently make the statements that are contained in our 1J|79999999999999?9999 Sd Don't forget to write your name on "duplicate orders" you send us, and don't forget to write the name of the jobber or distribu ter to whom you have sent the origi nal order. . . . >eeeeeeec<esce` literature that goes to the consumer. Their goods would not stand up, nor come up, to the standard that we set on New Era HighGrade Paint Other goods are thinned down to the last extremity before '.eaving the factory. New Era will stand from a half gallon to a gallon reduction with linseed oil, and still be whiter and have more covering capacity than any gallon of paint that others ever turned out. You can paint any house in town with any trust brand of lead on the market as white as you can get it with white lead, and when it is all completed you can take a gallon of New Era and trim the same house in white. This statement can be made good every day m the year. We have distributers for our goods every hun dred miles or so, which enables the dealer to get his goods very much quicker, at from four to eight cents per gallon less freight, thereby not having to carry nearly so big a stock. We supply, free of charge, the biggest, best and most attractive line of advertising of any house in the United States. We believe we have the best paint that it is possible to make. We also believe that we have the best paint proposition on the map. Road Signs for u New Era ** Prepared Paint* Following is copy of letter which we felt called upon to write to one of our represen tatives regarding the manner m which he was making a campaign to get rid of " New Era" signs. We cannot comprehend how It would be possible for a representative to adopt the course, m view of what was said at the convention, If there is any doubt as to the course which we wish to pursue in the distribution of these signs, we trust it will not exist after reading the letter which we quote below. Dear Sir --We notice that you send in a great many orders tram old customers for the new road signs for ``New Era" Prepared Pamt. We also notice lintl you are evidently writing itiese customers asking if they want them. It is incomprehensible to us why you shoulJ adopt this method of getting nd of these signs. We thought we made it very clear at the convention, lhat while we were willing to furnish old customers with these signs {/ they asked for them, we certainly did not propose u> go around the country offering them The customers we have, who are well established and satisfied with what we have been doing for them, do not requite, these st^tts. We have u letter from the Newcastle Lumber Co , aidre>sed to you, and evidently sent on to us by you. In which they ask for eight signs. We send ihis letter hack to you and isk you to explatn prompt ly on what basis we would be justified In furnishing them with this quantity. What amount of " New Era" have they bought ' Where will they use the signs' Another order calls for five signs from the Coaiesvllle Drug Co . in which you tell us their pur chase for iye** amounted to $*6o Was this all '* New Era ' Paint' They are not entitled to five signs because they bought this amount of goods. We tell you distinctly, and did tell you at the convention, tha: we will nol furnish a sign with an order of less than Jjo That does not mean that a sign will be furnished with every fifty dollars' worth that Is bought. The majority of dealers will require only one sign, and we wish you to slop at once writing to ihe nld trade asking how many they can use Don't give away a single sign until you know all the circumstances. and don't go around to your old customers asking them if they want them Have we made this so clear to you that you will discontinue giving them, except incases where they are asked for, or where they are going lo do both the customer and ourselves a great deal of good' We want you to use judgment and care in promising expensive advertising material of this character. The method you have adopted so far looks as if you were trying to see how many you can give away. 0007-SWP-000128242 THOUGHTS January 24, igoj Testimonial From & Good Painter* South. Monterey, Mich., jan. 14. 1903. Acme White Lead and Color Works, Detroit, Mich Dear Sirs:--I received a letter from you some time ago ashing my opinion of ** New Era" Prepared Paint, Will say in reply that it is, in my opinion, far m advance of anything in the prepared paint line that l hare ever used. I have had twenty-two years' experience and have always been a confirmed lead and oil man, but I now will haye to admit that there is one prepared paint, and that is "New Era," which gives me the same results, covers more surface, and saves me more money than any other paint 1 have ever used. Wishing you success, 1 remain, Yours truly, A. C. Sp r a y . jmiMrmma Competition this month is on Acme Household Paint. . . Kansas A B WhmngPaint&GlassCo .Topeka R. M McFarland Robinson Bros. & Co . Henderson Louisville Louisiana Parker-Blake Co. Ltd , New Orleans Maryland Carlin & Fulton, Baltimore Massachusetts E. & F. King & Co , Boston Minnesota Hackett, Wallher, Cate;, Hdwe. Co . St. Paul Mississippi Lee Richardson & Co , Vicksburg Montana Ellis Paint Co.. Butte New Lead Kegs. In view of some recent complaints of the condition in v,hich some of our lead kegs reach customers, and based on some prac tical experiments we have been making for some lime, we have decided to take in a carload of kegs made from wood fibre and having a steel cap The package seems to us to be a strong one, and there will be no hoops to come off or no leakage whatever. We will be sending out some trial lot shipments soon, and if we have no com plaint on them we will adopt the package exclusively for strictly pure and graded leads from \2% to 100's. Members Acme Hug Hat Club, AiliiMltetl Contest Mr Aif R Kelly. March j , 1901..Mich Seal Lead Mr A Barron June 15, 1901 .Neal's Aluin En Mr I D Wilson ...Occ 1.1901 .W and l Paim Mr H L Wilson Nov 1, iq o i Liquid Wood Filler W. C Neal Dec r. 190c. New Era H G H. F Whitaker . March 1.1902 Davies' V $ S A Hunter........... April x, 190a Ginmte Floor Paint H P Torrance., J une t. 3902 .N C. P and T. D H C Cater (Highest number ... June 1, zgoz.. 5 of pom is for ( six months F B Sangster July x. 1902.. Utility Varnishes W P Wiggins . Sept 1,1902 Master PYrs'Col S W. Newell . . Oct x, 1902 . ..W and I. Palm A. D Hoagg . Dec 1,1902.......... New Era A V C Mehlig................Dec ir 1902 r Highest number < of points for ( six mumils SECOND DEGREE MEMBERS. Alf R Kelly ff. L Wilson 1 D Wilson .Sept *,1901 Master PYrs'Col . Feb. 1, 1902 . .Household Paints u {Neal's Enamels ... May 1. t*a..jNra!-s B-T Ens. S W Newell ........ Dec j. 1902. .. New Era H G THIRD DEGREE MEMBERS Alf R Kelly..............Nov 1,1902........... Davies'L. F Buffalo Glass Co., _ Buffalo Sickles & Nutting Co , New York City. Burhanx & Black Co , Syracuse Jno. L Thompson, Sons & Co , Troy j North Carolina Please Comply, \ Burwell St Dunn Co I Hart-Ward Hdwe Co . Charlotte Raleigh In a paper read at the convention it was stated that the handling of orders m the Shipping Department would be facilitated if you would make it a point to mention the County as well as the City and State on your orders. This refers particularly to :he Smith Bros Hdwe Co , Columbus Norton Palm & Hardware Co , Toledo Oklahoma Territory Alexander Drug Co , Oklahoma City smaller towns, and is not necessary in the case of points where our distributers are located or the prominent and well-known cities throughout the country. Our General Distributers. Oregon F. E. Beach & Co.. Pennsylvania H B Semple Si Sons, Mover Bros , ------- Co . Hardware Co . St Co , Phelps-Straw & Co , Portland Easton Bloom sburg Hanover W E Lillie Paim Co . W. E Liltle Paint Co. Los Angeles San Diego South Carolina Murmy Drug Co . Columbia Connecticut J C White. The S B Hubbard Co Tampa Hardware Co. Georgia Bush Hardware Co , Jacksonville Tampa Columbus Geo E Watson Co . Colburn, Birks & Co , Indiana Indianapolis Hardware Co. Chicago Peoria Indianapolis Frltts & Wiehl Chattanooga Benedict, Warren & Davidson Co , Memphis Houston Drug Co , Greiner-Kelly Drug Co. Utah G F Culmer & Bro . Virginia Barker-Jennings Hdwe Co , Washington Baum & Co,. Houston Sh erman Salt Lake City Lynchburg Spokane Sickels. Preston Si Nulling Cn , Davenport W H, Torbert, Dubuque J. W. Edgerly & Co , Ottumwa Horiwck, Hess & More, Sioux City West Virginia The Kanawha Drug Co , Charleston The Williams & Davisson Co., Clarksburg W. H. Chapman & Sons, Wheeling Thoughts PUBLISHED WEEKLY ~BY THE ACME WHITE LEAD AND COLOR WORKS DETROIT, MICH, Devoted to Matters of Interest to Our Representatives. Vo l . IV. DETROIT, MICHIGAN, JANUARY 31, 1903. No. 16 tsmmm mamma Arguments in Favor cl New Era When over my alcohol lamp, which I always carry That Special Varnish Offer- Offered in Competition With the with me. allow it to boil, then take a com Those Special Varnish Offers are starting 4 Best Known High-Class Brands Upon the Market* mon tumbler or drinking glass, invert it over the paint, and if there is any moisture m it the moisture will deposit itself on the many new accounts. Most of our represen tatives find li possible to place several, of these orders each week. This means the A R KST.TJY sides of the glass, which is convincing proof building up of a good varnish business for the beyond any argument, and generally catches In answer to W. S , November 13, 1902, the dealer; and invariably the painter and I find that the best known high-class com property owner. I also open up a can of peting brand has only one argument to offer i New Era and compare it as to body and on their paint--advertising. They talk this covering quality with the other goods, the and nothing else. Of course advertising is result always being in our favor. a very good thing, goes along way. but is I was told a few days ago by Tenbrook. not everything, I will admit, and do admit, &Co., Sacramento, Cal., that my competi that they are good advertisers, but unfortu tors now call me '* Analyser Kelly." Well, future. The possibilities for varnish trade in every territory are such that it will pay you and pay the house to devote considerable time and salesmanship in pushing New Era Architectural Varnishes to the front. There is not a line of goods in our entire list that affords a better medium for increasing sales in your territory. nately they have not the goods to back them I am satisfied, as long as I do the business. up when they come in competition with New " A rose by any other name would smell as Era. I make my whole fight on one ground, sweet.' ' Are your distributers' representatives namely, absolute purity, and confine my argument to this point. 1 make use of our carrying those Special Varnish Offers $ Are your distributers' representatives question blank, and work it for ail it is carrying those Special Varnish Offers f worth; being absolutely convinced of the ; truth of every statement on the blank, I am able to convince my hearers of my sincer Clad to Know It, ity. which is half the battle. When 1 come up against this brand of paint 1 generally start in by stating that the manufacturers are alive, progressive firm, modern, up-to- ; date m their methods, good hustlers for trade, and deserve success, but that our house pursues and adopts the same tactics, and as our paint is superior, is bound to be a better seller. They then begin to inquire why our paint is better, in what regard it excels and this gives me a chance to get my work in. I read over our question i blank, calling attention to the points wherein I the other brand is deficient, and what por- i tions of our blank they are unable to sign. The 4` water" question generally catches j them, Ihey tackle rr.e on this, and claim Above you will note illustration of pack that the other goods are free of water. This age of the new line of DavLes* Varno-Floor is just what I have been waiting for, and Stains. There Is an active demand for this gives me the opportunity l have been seek article, and we trust all our representatives ing. 1 quietly tell them that 1 make no statement that J cannot substantiate, that I have been too long upon the road to do any will make a great record on same. Illus tration is m colors and shows the package thing of the kind. They ask me to prove It. | just as it will appear upon the shelves of Idaho Falls, Idaho, Jan. ife. 1903. Acme White Lead and Color Works, Delroit, Mich. Gentlemen.--Mr. Ellis, of the Ellis Paint Co., Butte, Mont., says that he has now positively made up his mind to give us his business; that heretofore he has been pre judiced m favor of Devoe, but that our methods of doing business our vim, push and energy, together with the quality of our goods, have convinced him that we are the house to tie up with. He says that he is only sorry now that he ordered his spring goods, but that he will start m to work them off. and fill up with Acme. He promises me a car when I come along on my fall trip, and says that hereafter he will guarantee us two cars a year at least. He expects more, as he intends now to put a man on the road, and wants to be our Montanajobber. Respectfully, A. R. K. So I take a quart can of the paint; ( open it the dealer. up, stir same thoroughly, take out a few ounces (generally enough to fill a slip cover Are your distributers' representatives Are your distributers' representatives of a one pound can of oil color), place same . carrying those Special Varnish Offers 9 carrying those Special Varnish Offers 9 m 0007-SWP-1 THOUGHTS January ?i. l q o ? vtMmmmM M3MB33E& Those New Order Books* Some of our representatives have evidently overlooked one of the principal reasons for changing the form in which they write their orders. The new order book is supposed to Please (Jo not forget to put the approxi enable you to write down the articles needed at the time the order is taken, and avoid the mate amount of the necessity of re-copying same. Some of o u t representatives we find are still taking a memorandum of articles required, and after order on all " duplicate orders" sent in, as we wards writing them in these order books. This represents no special advantage over the old system of sending them in on our keep a record of same. Compliance with this regular order sheets The sawing in hme is the principal advantage derived from the request is important, use of the new order books. When the orders are written m them as taken, the sheet can be torn out and mailed to us the same day, and will save us the trouble of sending the otherwise our representatives will wait until a convenient time to write up their orders, which sometimes means two, three or four orders back to you for this data. .... days, or even longer. We cannot ship orders until we receive them. Neither can the jobber to whom you send orders. Hold ing the orders for a chance to copy them means a delay that is charged up to the Members Acme Plug Hat Club* jobber or ourselves by the dealer from whom Admitted Contest the business is secured. It will facilitate prompt shipment If you always send your orders in the same day you take them It is rather inconsistent for a representative to Alf R. Kelly . . March 1.1901 Mich. Seal Lead A E. Barron ..........June 15, 1901 .Neal's Alum En I D.Wilson .... Oct r, 19m W. and 1 Paint H L Wilson . ... Nov j. iqor . Liquid Wood Filler W C Neal .. Dec 1. root .New Era H. G hold an order for two or three days because he hasn't time to copy it, and then expect us to get it out the same day as received, here. We always try to ship the order within twenty-four hours, but how much better it would be if we received it twenty-four, thirty-six or forty-eight hours earlier. Are your distributers' representatives carrying those Special Varnish Offers f H. F-Whitaker .. March r.iooa--Davies'V. S. S A Hunter. ....April 1, 190* Granite Floor Paint H P.Turrance .. .Janet.1002 .S' C. P. and T. D (Highest number H C Cater .........June 1, igoa < of points for *. six months. F B Sangster ...July 1, 1903 Utility Varnishes Vi P Wiggins __Sept 1.190a Master PYrs' Col S W Newell. Oct 1,1902 . W and I. Paint A. D Hoagg............Dec. i, 190a.......... New Era A V r Highest number C. Mchhg ............... Dec. r. 190* < of points for ( six months. SECOND DEGREE MEMBERS All R Kelly............. Sept r, 390T Master .PYrs' Col 1 H. L. Wilson .. . Feb. 1.1902 . .Household Paints j 1 n ua> m ... j Neal's Enamels , ' D-W,lson . . ..May 1. ,902 j Neal's B-T Ens. I S W Newell...... Dec. 1, 1903 . New Era H G Competition THIRD DECREE MEMBERS j All R Kelly Nov i, 1902.. Davies' L. F for February is on Davies' Varnish Stain. . Our General Distributers. California W E Little Paint Co . Los Angeles W W. S Little Paint Co San Diego Connecticut J. L White. Hartford Florida The S B. Hubbard Co Tampa Hardware Co Jacksonville Tampa Georgia * Bush Hardware Co., t Illinois Geo E Watxnn Cn.. Colburn. Birks & Co . Columbus Chicago Peoria Indiana Indianapolis Hardware Co , Indianapolis Iowa Sickels, Preston & Nutting Co., Davenport W H. Torbert, Dubuque J W. Edgerly & Co , Ottumwa Homick, Hess & More, Sioux City Kansas A. B. Whiting Paint & Glass Co.. Topeka Kentucky R, M McFarland Robinson Bros. & Co , Henderson Louisville Louisiana Parker-Blake Co. Ltd , New Orleans Maryland Carlin & Fulton. Baltimore Massachusetts E.&F King & Co, Boston Minnesota Hackett, Wakher, Gales Hewe. Co . St Paul Mississippi Lee Richardson & Co.. Vicksburg Montana Ellis Paint Co.. Butte New York Buffalo Glass Co , Sickles it Nutting Co , Buffalo New York City. Burhans & Black Co . Syracuse Jno. L. Thompson, Sons 8c Co , Troy North Carolina Burwell & Dunn Co Hart-Ward Hdwe Co.. Charlotte Raleigh Ohio Smith Bros Hdwe. Co , Norton Paint & Hardware Co., Columbus Toledo Oklahoma Territory Alexander Drug Co , Oklahoma City Oregon F. E. Beach & Co Portl and Pennsylvania H B Semple & Sons Moyer Bros , r " , r0., . fardwAre Co . ' !.,*. Co . Phelps-Straw & Co . Easton Bloomsburg Hanover Pittsburg Reading WHk$ bane South Carolina Murray Drug Co , Columbia Tennessee Fntts & Wiehl. Benedict, Warren & Davidson Co.. Chattanooga Memphis Texas Houston Drug Co.. Gremer-Kelly Drug Co , Houstou Sherman Utah G F. Calmer 8t Bro , Salt Lake City Virgiota Barker-Jenm ngs HdveCo . Lynchburg Washington Baum & Co,, Spokane West Virginia The Kanawha Drug Co . Charleston The Williams & Davisson Co.T Clarksburg W. H. Chapman Sc Sons, Wheeling * W m * 0007-SWP-i Thoughts PUBLISHED WEEKLY BY THE ACME WHITE LEAD AND COLOR WORKS DETROIT, MICH. Devoted to Matters of Merest to Our Representatives, VOL. IV. DETROIT, MICHIGAN, FEBRUARY 7, 1903. No. 17 mrnmm NEAL'S INTERIOR ENAMELS imm* inac No&fypik ima fer * BMHIlut Hrtnf Wiim >,** *M Q*Iti*a u iiimi a* t m ****** nMHHiMM IMmi H Mill Cl.l H< SM WN M Ol^ 1 New Advertising Matter Issued Since the Exchange Deals* Convention* In writing for our O. K. on any exchange You will note herewith illustrations of new deal kindly give us the full name of brand hangers for Neal's Interior Enamels, Davies' of pamt 1o be taken in exchange, together Varno-Floor Stain and New Era Architec : with full name and address of the manu tural Varnishes. These are all quarter- facturer. sheet size (11x14). Samples shown of colors are of wood and stand out prominently, This is Important. making a very handsome and attractive effect. Last year we furnished a rack with Neal's Interior Enamels, which consisted simply of a regular Neal's Enamel metal sign with colors of Neal's Interior Enamel suspended from same. This year, however, that has been discontinued and replaced with the hanger shown herewith. Davies' Vamo-Floor-Stalns. We trust our representatives will make the effort of their lives in placing this line. Now is the time to get it m with ycur dis tributers and explain to their representatives the merit of the goods and the large field for The hangers for New Era Varnishes show samples of wood finely finished. One of these is sent with every one of the " Special Offer" orders, which our representatives are sending in so freely. The wood samples in all cases are fastened on firmly. These pieces of advertising should assist, not only our representatives in making sales, but the dealer in disposing of the goods. The new advertising order blanks include these hangers. same. Do not Jet a single day pass by m which some work is not done to further the sale of these goods. The distributers, we feel, will be especially Interested m this hne, as it represents a good margin to them, in this respect being similar to our other special ties, and is a comparatively easy Hne to place on account of the existing demand for goods of this character. By the time this copy of Th o u g h t s reaches you, we will be ready to make shipment, and Are your distributers' representatives the trade will find that the goods will back carrying those Special Varnish Offers f up every claim you make for them. Our Special Varnish Offer* We notice a tendency upon the part of some of our representatives to send in orders for varmsh, on which they have given their customers the benefit of this special offer, which do not amount to $25 $50 or $75 net. Instructions are positive on this point. The order for varnish must cover the amount specified at net prices before we will allow the special concession to apply. This order must be for Archi tectural Varnishes only, and is not intended to include Shellacs, Davies' Liquid Wood Filler or any lines not specified on back of special offer folder. It will only cause controversy with your jobber and your customer if you book orders amounting to only $23 or $24 net and promise 4 gallons No. I Coach or Light Hard Oil Finish "gratis," because such orders will be "held up" for the proper addition to bring same up to the proper amount. Please keep these facts prominently be fore you, and also emphasize them to your Jobbers' salesmen. Are your distributers' representatives carrying those Special Varnish Offers t 0007-SWP-000128246 THOUGHTS February i, jqo3 smwmrm mrnmm Lest You Forget, In order to Impress the matter still more prominently upon the minds of our represen tatives, we herewith reproduce bulletin No. Result of Competition for January. Florida The S B. Hubbard Co., Tampa Hardware Co. Georgia Bush Hardware Co , Jacksonville Tampa Columbus 66 In regard to Road Signs. Read It over carefully and be sure to comply with all conditions set forth, unless you wish your customers disappointed in regard to promises you make for these signs : Concerning Road Signs. We are obliged to advise our representa tives that In many cases they are ordering road signs much more liberally than it seems to us the circumstances warrant, ft was not contemplated lhat we would furnish as many as five or six road signs to a single customer This does not mean that we absolutely refuse to do so in the comparatively few special cases where the business Is large enough to warrant it. What we complain about more particularly Is the large number of orders that are being sent In for two. ihree and four signs. In connection with orders fora com paratively small amount of New Era. and oui representatives offer no reason for specifying the quantity called for In future, therefore, we shall furnish signs on the following basis onlv . Not to exceed one sign with each $50 value of New Era Paint ordered, when it is necessary to send more than one sign. We shall make no deviation from this rule unless a good reason for doing so is clear ly set forth by the representative in con nection with his specification lor signs. NOTE THE FOLLOWING CARETULLY Illinois Geo E Watson Co , Colburn. Birks & Co . Chicago Peoria Indiana Indianapolis Hardware Co . Indianapolis Iowa Sickels, Preston & Nutting Co., Davenport W H. Torbert, Dubuque J. W. Edgerly & Co., Ottumwa Homlck. Hess & More, Sioux City Kansas A. B. Whiting Paint & Glass Co .Topeka Ja mb s Do u c a l l Mr. James Dougallhas won his spurs in Ihe shape of membership in the Acme Plug Kentucky R M McFarland Robinson Bros, & Co , Henderson Louisville Hat Club as the result of competition in Maryland Acme Household Paint Jim's record on Carlin fit Fulton, Baltimore this line of goods is "out of sight'1 of his nearest competitor, and indicates, as Uncle Henry puts it, that he musl have been "step ping some " to accomplish the result shown. The boys will undoubtedly be glad to have Massachusetts E. fit F. King & Co . Boston Minnesota Hackett, Walther, Gates Hdwe. Co., St. Paul Jim as a member of the organization, and I Mississippi we shall now watch his efforts to become a j Lee Richardson fit Co , Vicksburg second degree member and wear the gold Montana watch fob. Ellis Paint Co . Butte Are your distributers' representatives carrying those Special Varnish Offers? New York Buffalo Glass Co , Buffalo Sick.es fit Nutting Co., New York Cfty. Burhans & Black Co , Syracuse Jno. L. Thompson, Sons it Co., Troy There are many signs requested to be supplied In connection with orders turned over to the distributers Our Instructions to you were to send the order for signs furnished in this way direct to us. 7Ttzs was a mts- taks Order for the sign should accompany your order for goods to the distributer, as It is barely possible the distributer may refuse to fill the order. In which event we would be out the cost of the sign should it be sent on from Detroit. In sending requisitions for signs to the dis tributers. always ask them to forward same to us after they have O. K'd the order, when we will know that it will be all right to furnish same. No. J Damar. This is a part of our line of New Era Architectural Varnishes, although it is not shown in our literature as yet. As soon as new supply of catalogs is printed we will have No. 1 Damar included. In the mean time we would suggest that you insert the line In your catalog in ink, so that you will have the List prtce of $1 75 per gallon In l's before you when talking to a customer. Members Acme Plug Hat Club. Admitted Contest Alf. R. Kelly.......... March 1.1901..Mich Seal Lead. A E. Barron ........ ..Tune 15, jqni, .Neal's Alum En. I D. Wilson........Oct. x. iqoi........W.andl Paint H L "Wilson . .Nov i. i<k i. . Liquid Wood Filler W. C. Neal................. Dec. 1. 1901. .. .New Era H. G H. F. Whitaker. ... March 1.190*.......Davies'V S. S A Hunter.............. April 1, *90* Granite Floor Paint H. P Torrance..........June 1, 1903 .N C. P andT. D. Highest number H. C. Cater............ June 1.1902.. < of points for ( six months F B.Sangster........ July 1.1902...Utility Varnishes W P Wiggins ... Sept 1.1902 Master P t'rs* Cel S. W. Newell............ Oct 1. j q o *...........W and I Paint A D. Hoagg............Dec. 1.1902___ New Hra A V. c Highest number C. Mehllg.................. Dec. r. 1902 < of points for (. six months James Dougall .... Feb , 1903....Household Paint SECOND DEGREE MEMBERS. Alf. R. Kelly . ....Sept 1,1901 Master PYrs' Col H. L Wilson........... Feb. 1,190* ...Household Paint Jl D. Wilson -- May 1.190* ^ l-TEns. S. W. Newell ........ Dec. i, xpea . New Era H G THIRD DEGREE MEMBERS Alf R. Kelly .... Nov i, *902.......... Davies'L F. North Carolina Burwell 8c Dunn Co Hart-Ward Hdwe. Co.. Charlotte Raleigh Ohio Smith Bros Hdwe Co., Columbus Norton Paint & Hardware Co , Toledo Oklahoma Territory Alexander Drug Co- Oklahoma City Oregon F. E Beacb & Co , Portland Pennsylvania H. B. Semple & Sons, Moyer Bros.. `ardware Co.. * Co., Phelps-Straw fit Co , Easton Blnomsburg Hanover ........... k.- I : w k IV South Carolina Murray Drug Co , Columbia Tennessee Fntts fit Wiehl. Benedict, Warren fit Davidson Co., Chattanooga Memphis Texas Houston Drug Co., Gremer-Keily Drug Cu.. Houston Sherman Utah G. F. Culmer & Bro.. Sait Lake City Virginia Barker-Jenmngs Hdwe Co- L> nebburg This should be done now. Our sales cf this Item since it was added to the hne last October would indicate that same has been entirely overlooked by our representatives. Out General Distributers. California W. E. LJttJe Paint Co., W. E Little Paint Co,, Los Angeles San Diego Connecticut J. L. White, Hartford Washington Baum fit Co,, Spokane West Virginia The Kanawha Drug Co , Charleston The Williams fit Davisson Co., Clarksburg W H, Chapman & Sons, Wheeling db m m 0007-SWP Thoughts PUBLISHED WEEKLY BY THE ACME WHITE LEAD AND COLOR ^ORKS DETROIT, MICH. Devoted to Matters of Interest to Our Representatives. VOL. IV. DETROIT, MICHIGAN, FEBRUARY 14, 1903. No. 18 MAmmnaa Mmmtrmm vmamaa Arguments in Favor of New Eta Vben Offered in Competition With the Best Known High-Class Brands Upon the Market, H P WHIIATCIR In answer to attached letter, asking my views in favor of New Era when offering the line in competition with the best known high-class brands upon the market, -Mil say: Our New Era is an absolutely pure lead, zinc, linseed oil and turpentine dryer paint-- absolutely guaranteed--whereas othfcr highclass tuands are not sold under an absolute guarantee of punty and so must contain an adulteration which, of course, lowers the quality of their paints. Our paint being absolutely pure also weighs from a pound to apounc-and-a-half more per gallons which is a strong point in favor of New Era, inasmuch as other goods are adulterated and short weight. Our New Era Outside White is much whiter than the 0. W. of other brands. 1 find in my territory very few painters recommending the best known high-class brands offered In competition with New Era, and only m a few instances can 1 recall painters using their goods, where I have many using New Era, and have yet to find the painter who has any kick on out paint. A great many painters have the idea that the best known paints are not up to the quality they were a few years back. 1 will admit that to change a dealer from goods made by our strongest competitor to New Era is not an easy job. But with the painter who has used the two paints l have yet to find one who does rot favor our New Era High-Grade Prepared Paint in prefer ence to any other brand of paint on the market. Specialties. 7/c don't believe that there are any of our general store trade representatives who have forgotten the manner m which Specialties were discussed at the convention, nor the conclusions arrived at. It is somewhat dis appointing, therefore, to note that our RapidSeller line is not being pushed in the way that we had desired and expected. Perhaps Competition for February jjj is on Davies' A Varnish Stain. . each one of our representatives fails to realize, as strongly as he should, that this proposition is really up to him. and that just as much depends upon hvn as upon any body else. Don't think that because you are only one man of a great many, that it won't make very much difference whether you adopt a vigorous policy upon the matter of pushing Specialties, or not U each of our men should think that way the condition we seek to bring about would not be realized very soon. The report of January business indicates conditions very clearly, and we are willing to send any man requesting same, his record, so that he may know if the results of his work correspond with conclusions arrived at at the convention. Are your distributers' represetUaiives carrying those Special Varnish Offers f 'Mother Distributer. Mr. C. F. McCauley wired us on the 12th as follows: Strother Drue Company, of Bristol. Term . have joined the great Tl-Ki band. Mr. McCauley has a habit of calling every distributer a Ti-Ki, whether they happen to have a Ti-Ki Club or not. We think it is up to Mr. McCauley to make good in this instance, and really enable us to enroll the Sfrother Drug Company upon the Ti-Ki list. This is the second distributer made this year. We congratulate Mr. McCauley on his w$rk, and believe that the new acquisition to our ranks will prove a most desirable one. Let Us See If It Can't Be Done. We feel confident that our representatives are just waiting for a memorandum of stock of jobbing goods which we wish disposed of before jumping in and selling the whole lot. Here it is, and we want it sold. Make up your mind that this will be the lasl call: 58 dozen 1-inch Specialty Brushes. 34 dozen l J--inch Specialty Brushes. 700 lbs. Reno's Umbcr Filler. 280 lbs. Rotten Store. 300 lbs. "A" Selected Lump Pumice. You have prices in bulletin No. 3, issued Dec. 2, 1902. Are your distributers' representatives carrying those Special Varnish Offers? Members Acme Plug Hat Club. Adnutt-d Contest Alt R. Kelly. ... . March 1.1901..Mich Seal Lead A H. Bnrron .... ..June 15, 1901..Neal's Alum En. I. D Wilson..............Oci 1,1501.. ..W. and I Paint H L Wilson .. . .Nov r, j q o z.. Liquid Wood Filler W C. Neal............. Dec 1,1901... New Era H. G. H. F. Whitaker .. .March 1,190* . ...Davies'V S. S A Hunter ......April 1, tyua Granite Floor Paint H. P Torrance ... June (. 1902 .N C.PandT.D. ( Highest number H C Cater.. ........ June 1,190*.. < of points for ( six months. F B Sangater.. ...July i.1902.. Utility Varnishes. W P Wiggins .. Sept 1.1500 ..Master P't'rs' Col S. W. Newell.............Oct. 1,1902 ....W and !. Paint A. D Hoagg.............Dec 1,1902..........NewEraA. V < Highest number C Mehlig ................. Dec 1.1902 < of points for ( six months. James Dougall . .. Fet* 1, 190J....Household Paint SECOND DEGREE MEMBERS. Alf. R Kelly- ..Sept, r, 3903..MasterPYrs' Col H L Wilson Feb. 3,1902 ... .Household Paint I D. Wilson............. May i, <90... j Neal's b It 'e m. S.w. Newell ........ Dec 1,1902. ... NewEraH-G. THIRD DEGREE MEMBERS Alf R Kelly. . .. Nov. 1,1902.. Davies' L. F. 0007-SWP- THOUGHTS February 14, iq o j Sending Orders in Promptly. We have had considerable to say recently about the failure of our representatives to send orders in as soon as they are received. We have pointed out to you the fact that your retention of these orders for two or three days, and sometimes longer, for the purpose of copying them, means a corresponding delay in making shipment. Does it not strike our representatives as being somewhat " nervy " to accuse us of slow shipments, when they themselves will hold up an order for three days, and expect us to forward the goods within twelve hours after the order, which they have held for three days, arrives in the house ? You do your part and we will do ours. The first thing to do after getting an order is to send it in. The new order book will enable you to do this if you can write the order down as received. If you can't do this, copy the order either in the new order hook or on the old order sheets, but copy it quickly, and send it in without delay Sickols. Preston & Nutting Co . Davenport W U Torbert, Dubuque I. W. Edgerly & Co . Ottumwa Hurmck.He: > &. More, Sio u a City Kansas A B WtntingPr.irtt&Glasi.Co .Topeka R M McFarland Robinson Bros. & Co , Louisiana Parker-Blake Co , L't d Maryland Carlin & Fulton, Massachusetts E & F. King & Co , Henderson Louisville Boston Hackett, Walther, Gates Hdwe Co . Si Paul Mississippi Lee Richardson & Co , Vicksburg Montana Ellis Pamt Co.. New York Buffalo Glass Co . Buffalo Sickles & Nutting,, Co New York Citv. Burhans & Black Co , Syracuse J110 L Thompson, Sons &. Co , Troy Three Special Opportunities. place of Lowe Bros, here for the last year The `'opportunities" we refer to are and seems to be satisfactory. I am a painter salesmen's opportunities, that is, they have by trade and l thmk 1 can handle a lot of been devised for the purpose of enabling our your paint this season. Have >our sales representatives to increase their sales. man call on me at once, or write for refer- Numerically they are as follows* 1 ences Yours truly, 1 R, L. Po r t er . 1 Special offer on Varnishes, a Reduction in price ol Neal's Interior Enamel, and increased size oi package. 3. The addition of Davies' Varno-Floor Stain, a ctass of goods which, at the present time, is in great demand and has evidently come to stay There Are Others. J A. M. Benson, Bridgman, Mich., a pracI tical painter, states that New Era Prepared Pamt is the best he ever used. Place these three propositions prominent ly before your trade. If they are presented right they should enable you to get business. It should be easier to get business on these lines than almost anything else, because there is something special to offer--some thing which will cause the dealer to think several times before he will refuse to do business with you. Don't overlook or neglect them. This Is What We Like* Coalton, Ohio, Feb. 10, 1903. Acme White Lead and Color Works, Detroit, Mich. Gentlemen *--[ apply for the agency for your paint at this place, as I have been using it here lately and find it the best paint of any 1 have evet used. It is taking the Our General Distributers. W E Little Pamt Co., W E Little Paint Co., Connecticut .] L While. Florida TbeS B Hubbard Co., Tampa Hardware Co Georgia Bush Hardware Co . Los Angeles San Diego Hartford Jacksonville Tampa Columbus Geo E Watson Co , Colburn. B rks & Co., Indiana Indianapolis Hardware Co . Chicago Peom Indianapolis North Carolina BurwaJi & Dunn Co Hart-Ward Hdw Co . Charlotte Raleigh Smith Bros Hdwe Co . Columbus Norton Paint fit Hardware Co , Toledo Oklahoma Territory Alexander Drug Co , Oklahoma City Oregon F E Beach & Co , Portland Pennsylvania H D Semple & Sons Moyer Bros , .1 C T .'v< 1 Co , 1 .1 fur;:.* Hardware Co . M.r.iwre Co , Phelps-Straw & Co . Easton Bloomsbury Hanover Pittsburg Reading Wilkesbarre South Carolina Murray Drug Co , Columbia Tennessee Fritts & Wiehl Chattanooga Benedict, Warren & Davidson Co , Memphis Houston Drug Co . Grem?r-Kei(y Drug Co . Utah G r Culmer& Bro , Houston Sherman Salt Lake City Virginia Barker-Jennmgs Mdwe Co . Lynchburg Washington Baum &Co., Spokane West Virginia The Kanawha Drug Co , Charleston The Williams & Davisson Co., Clarksburg W H Qiapman 8i Sons, Wheeling 1 j ? i i # m m % v. 0007-SWP-00012824S Thoughts m + PUBLISHED WEEKLY BY THE ACME WHITE LEAD AND COLOR WORKS DETROIT, MICH. Devoted to Matters of Interest to Our Representatives. VOL. IV. DETROIT, MICHIGAN, FEBRUARY 21, 1903. NO. 19 Arguments in Favor of New Era When Offered in Competition With the Best Known High- Class Brands Upon the Market* w c NRAL Following is the way I have always talked New Era Prepared Paint. 1 never hand a business card to a dealer as an introduction, but go at him in this way. "Good morning, sir; Neal is my name. 1 am representing the Acme White Lead and Color Works, Detroit, Mich,, manufacturers of New Era High-Grade Prepared Paint, which is strictly pure." " Glad to meet you, sir. So you are selling strictly pure paint, eh? Well, so am I. I handle the pure goods which you see ou my shelve*.'' "Yes, sir, that is true. You may be selling a paint that is composed of whiting* china clay, barytes, zinc, lead, linseed oil, water, benzine, rosin oil and any other old thing, and still it would be strictly pure prepared paint." "How do you account for that?" "Why, for the simple reason that there is no recognized standard of purity among paint manufacturers; but every paint manufacturer and in telligent painter 1 have ever talked to claim that a paint made of pure carbonate of lead, oxide of zinc, lin seed oil and turpentine dryer is the best paint possible, if combined in proper proportions. That, sir, is just what my house is offering in New Era Prepared Paint. We sell it under a guarantee that it does not contain anything else." "Yes, sir; as I said before. I am selling this pure brand, and it is guaranteed in the same way identically as your house guaran tees New Era." Pardon me, sir, but I think your are mis taken. I have studied every piece of litera ture 1 have ever seen published by the makers of the paint you handle, and can say positively that I have never once seen such a claim over the signature of the officers of their company." (Continued In third column ) New Neal's Enamel Booklet* We show herewith illustration of cover of Neal's Enamel booklet. These booklets will be supplied to dealers m connection with orders for goods, and a supply will be sent to distributing houses, to be furnished by them with orders. In addition to covering our regular lines of Neal's Enamels, booklet also advertises Davies' Varnish Stains and Varnotiie. Samples of the booklets have been sent our representatives this week. " You are certainly very much mis taken, sir. Their salesman told me it was just what you claim for yours." " Yes, sir, I have no doubt he did ; but a salesman can tell you any old thing he thinks of, but that doesn't make It true.*' "Well, how do 1 know then that you are telling me the truth? I have known Mr. Smith ten years, but never saw you before until to-day." "Yes, sir; that is true. 1 do not ask you to believe me, or to take my word for It, as I have here a certifi cate of purity over the signature of both the President and Secretary of my company. (I then read it to him.) Now, sir, to prove further to you that my claims are true, l will show you an original analysis of a reputable chemist of your home State, also of other States, each and every one made by request of honorable mer chants, who took the cans from their stock and forwarded them, so there can be no claim that we sent specially prepared paint for the purpose. This, ! think, should convince you that I am making no claims that are not backed up by my employers. Another thing we do is to give you full measure and 17'f lbs. to the gallon of white. We have a system of ad vertising that is right to the point and unsurpassed in the way of assistance to a dealer in building up a trade on New Era Prepared Paint." " Wei), l have a good stock on hand and do not care to change, as I have a good trade built up on it. Although you may have a better paint, it would not pay me to change." Well, sir, if you thtnk you can get a paint that is better, why should you not change ? Is it not your duty to give your customers the best value possible for their money, and do you not think you are doing both your self and customer an injustice to sell him an adulterated paint, when you can sell him a pure one like New Era at the same price ?" "Well, what inducement have you to offer me to change? These goods are giv ing first-class satisfaction, and, as 1 said before, 1 have a good trade built on them," 0007-SWP-00012825C THOUGHTS February 21. iq o j " Well. sir. 1 can offer you a paint that is | Practical Demonstrations. We Should Like to Hear from Our Repre 100 per cent, pure against one that is about There is nothing like a practical demon sentatives About This. 92V* per cent, pure for while and85Vi per stration as a convincing argument. Are cent, pure for the color. Each would cost | our representatives using this idea to the you $1 25 per gallon in ]'s. If you were best possible advantage ? Are they maktng One of our representatives made the state ment that metal racks, with panels suspended from same, such as we use for Davies' going to patnt your house which would you practical demonstrations of New Era Pre Varnish Stains, Neal's Enamels, etc., are a prefer '.0 use'" | pared Paint, Davies' Varnish Stains, Oil useless expense, for the reason that about "Why, the best, by allmeans." Colors, and other goods of our manufacture, four out of every five dealers do not use " Then, sir, why should you not sell your which they know, as well as we do, will com them at all. This is a matter of consider customers the very best you can for their j pare favorably with any lines upon the able importance to us, and we should like money ?" " How do you know so much about the composition of the goods I handle ?" "Well, sir, my house has analyzed every prepared paint on the market." " l guess you have me beat, but I have too much of this stock on hand to change now, but if l had not so much, believe I would change." "Well, sir, let me make you this proposi tion. I will send you; say, twenty-four gallons in l'sof Outsde White Ycu furn ish me the names of the best painters in lown and we will send a quart sample, gratis, for each one, m your care, and write (hem a nice letter to call and get it. You can sell anyone's while, and will ihen soon find out which is the best paint, and it will be a case of the survival of the fittest." "All right, send it along, and a quart each to Bill Smith and John Jones." market > Dealers listen almost every day to "hot air" arguments about the quality of manu facturers' goods, and about the same claims are made for all goods of a similar class. It is very natural, therefore, for the dealer to assume, when he is confronted .with a wide range of prices, that the only difference m the standard of the various manufacturers, is one of price, and not of quality. If you can convince any business man, by actual demonstration, that he is getting better value in the goods you are offering than in the line he is selling, he will take advantage of the better investment for his money, in the same way that you would buy the best of two, or mere, articles, if you were con vinced that 11 was the best. Some representatives have the ability to convince by verbal representations, but all are safer in making practical demonsua- an expression from each of our representa tives pertaining to the matter Holding an order for a day or two be fore sending it in does not assist m. creat ing a repntaliim forprompt shipments. Selling Goods and Looking After Trade* The representative who makes it his chief aim to sell more goods is the one in whose territory business grows. The one who is satisfied to took after trade and take orders for current requirements is the one whose business first stands still, and then gradually grews less and less. It is all m the "more." Never be satisfied simply because your customer has "no kick coming." Find out if he is handling as many of your lines as he can, to advantage. Try to get in new lines whenever there is any possible way of doing so. If some of your goods give him satis faction ^thsrs should also. We cannot ]hiding; an order for a day or (wo be- ' tionswhen there isanypossibilityof doingso. fore sending it in does not assist in creat ing a reputation forprompt shipments, Count that working day lost m which you failed to do something towards getting m at afford to be satisfied with what some sales men call "their share." We must confess that we are looking for the big end of the business with all dealers who handle our A Habit of Selling Certain Lines of Goods. least one line of our Rapid-Seller Specialhes H is true that we have a long list of goods with some dealer who has not handled them. for our representatives to sell. It is equally true that we should like them all sold. And, again, it is a further truth that the majority of our representatives have hobbles in the way cf selling particular lines of goods One man will run to Davies' Varnish Stains; Mr. A D. Hoagg especially seems to be taking every possible advantage of our special varnish offer. In one mail recently we received from him orders for four $25 and one $50 assortment. We like to sec this. another to Davies' Liquid Wood Filler; an other to Mtchigan Seal Lead, and still We wish to catl our representatives' at another to Neal's Hnamels. etc. Our repre tention to the fact that it would greatly ex sentatives all have the " New Era " hobby, pedite the distribution of the mail at the and we are not complaining about this, ex office if they would take pains to fasten to cept as it interferes with cultivating hobbies gether alt papers bearing on the same on our other lines of goods. We should like all of our representatives to have one hobby, | subject. For instance, if an order is sent in and a letter also written concerning the and that--the Acme line of goods. Every order, and the letleris not attached to the time you get a line of gooes in with the order, they are liable to go to different de goods. We feel that we have a line to which any dealer can afford to confine hts purchases. All our goods are made to give satisfaction, and these are the only kind of goods that any dealer, who Is looking for future business, can afford to handle. There are other goods sold at lower prices, but they are not worth the difference in price. A thing is either right, or wrong. We make our goods right. We could not make them any better, nor can they be made any better. Consider, when you have one or two lines In with the dealer, that it is only a starting point for your full line, and keep after him continually with this end in view. Your business is not to simply look alter trade, and ascertain if they are satisfied with such dealer, you place the foundation for future partments m the office and serious delay lines as they happen to handle, but to satisfy business The more lines you have m, the result This is especially important in the more business you eventually get. If you case of requisitions for advertising sent In confine your hobby to a few of our lines, ' with an order, much valuable time being ihe less chance you have to build a large wasted by the person who distributes the business. Spread yourselves over our en tire line, and make a hobby of complete mail m locating the different sheets and assortments. You cannot, we understand, fastening them together. You can help us talk all gcodsat the same time, but you can out on this proposition If you will remember equip yourselves to be able to talk upon ary . to pin together all papers bearing on the yourself they axe handling as many of our hues as they can handle. With this object in view, the up-to-date representative very seldom has an opportunity to leave one of his customers to whom he does not broach the subject of adding one, or more, lines manufactured by his house, that the dealer is not carrying in stock, if this is done of our goods at ary time, and this is what ' same subject, especially in the case of persistently and systematically, it cannot we want. j orders, Will you do it? fail to result in making business grow. * 0007-SWP-000128251 Thoughts PUBLISHED WEEKLY BY THE ACME WHITE LEAD AND COLOR WORKS DETROIT, MICH. Devoted to Matters of Interest to Our Representatives. VOL. IV. DETROIT, MICHIGAN, FEBRUARY 28, 1903. NO. 20 Davies' Varflo-Floor-Stains. Road Signs for New Era Prepared Paint. Neal's Interior Enamels. We are very much pleased with the manner in which sales of these goods have started off. There is a demand evident in ail territories for an article of this kind. We have made very careful tests of the goods, and you are safe in recommending them highly. The varnish used in their composition is equal to the best grade of floor varnish that can be produced, and is of a quality that will stand walking upon. All other ingre dients are equally high-class, and we know that there is bound to be a steady demand after the goods have been placed in stock and tested by consumers. These goods, while prepared es pecially to resist the hard usage <0 which floors are subjected, are also equally good for wood work of all kinds, such as wainscoting, doors, window frames, etc. The natural floor finish is of equal quality lo the best high-grade floor varnish, and can be sold for floors or woodwork. The ground color offered in the line is meant to be applied over surfaces that have been badly marred, or defaced, as a priming coat for the Tegular color, and to insure a uniformly handsome finish. The prices are as low as can be made, consistent with quality, and afford the dealer and distributer liberal profit. We shall be glad to send sample pack ages, with which 10 make demonstrations, to any of our own or our distributers' repre sentatives. and believe that this method of showing up the goods cannot fail to result in securing many stock orders. We show herewith an illustration of the new road sign for New Era Prepared Paint This sign is 3x5 feet, the dealer's name in each Instance being lettered upon same. It is an expensive piece of advertising, and we cannot afford to furnish it with orders that are not sufficiently large to warrant the ex pense. Our schedule Is to furnish a sign, where the signs are needed, and can be used to advantage, with each $50 of the amount of a stock order. We do not refuse to furnish a sign with a smaller order, where the conditions indicate that the season's business of the dealer will warrant it, but in such cases, these conditions must always be explained by the representative. We will, of course, furnish more signs than one with larger orders; in fact, one sign with each $50 of the amount of the order, this rule also being subject to ex ceptions where conditions are special and are carefully explained, but we cannot con sent to furnish signs with very small orders, such as ten to twenty gallons. Requisitions for these signs should be sent, in connection with the orders, to the distributing house, and by them sent on to us after the order has been accepted, and we will arrange to have the sign, or signs, forwarded direct by the parties with whom we have arranged to make same. 1 have received a copy of Ti-Ki ABC Book for Tf-Kl Babies. I am the only baby at the present, but might need more m future. 1 don't think it would be the right thing to let Dan and Elliott have a monopoly on them. J. D. We naturally assumed that the reduction in price of Neal's Interior Enamels would cause the goods to move faster, but we had no idea that it would stimulate sales to the extent that it has. It is evident, from this fact, that the average dealer appreciates a good investment, and also that our repre sentatives have brought out the points in favor of the goods properly. It may be of some assistance to the representatives of our distributing houses to outline the arguments in favor of this line, so that they, also, can use them to advantage. Quality of the goods. We are pio neers in the manufacture of enamels, and know that our knowledge of what constitutes a good enamel, the neces sary materials from which to make same, and the proper manipulation, results in producing the best goods of this character that can possibly be made. To-day we are offering the best enamel that can be made, at a price no higher than for a first-class paint and no higher than enamels, which we know do not compare favorably in quality, are sold by our competitors. In addition to this, we are putting the goods up in U. S. standard gallon packages, and If anything is needed to convince the dealer that he is getting more vahje for his money In Neal's Interior Enamels, this last point ought to clinch the argument. An enamel of this character offers a great advantage to the dealer in the way of profit. The goods are sold for enameling interiors where ordinary paint would have been used. The profit on a gallon of paint is usually about 25c per gallon, while it is always pos sible for the dealer to ask more money for an enamel, and secure a higher price. As 0007-SWP-000128252 THOUGHTS February sS, 1,03 i smmmm he pays no more for Neal's Interior Enamel than for first-class paint, his profit on the same investment is frequently double, or, in Snow in Texas. When I got up this morning and looked out it looked as if I was in Michigan Instead Trom one. or more, of the othn lines noted, amounting to $j 00 These orders must be shipped rfnectfrom Detroit, so as to be sure ana include the full other words, instead of making 25c per of Texas. We have about 10 or 12 inches gallon, he can make 50c per gallon. of snow and cold weather. The people are The average consumer will naturally pre I having great times snowballing, cutter rid- fer an enamel, which presents a much hand : ing, etc. I think it will do lots of good in somer finish, is preferable on account of the wheat belt. J. R. N. sanitary reasons, is easily kept bright and dean, and does not have to be scrubbed like an ordinary paint. New Leaves For Catalogs. Regarding Requests For Expense Money. We wish to call attention to the importance j cf sending in requests for expense money Following notice In connection with send ing you new leaves icr your catalogs has recently been issued * De t r o it , Mic h ., February 7, 190$ We hstnd you herewilh new pages, Nos 7r-7'j. u8, jtWA-146%, 150)^-150*4 anJ 15?, early enough so you will receive your checks on the date stated in your request. There were two or three instances the past week where requests were received at the office, on the day when the salesmen specified they wished to receive their checks. to be inserted in our catalog also pages 73- 74. i?4 and u6$i in winch changes have been made Please substitute them for correspond ing pages m catalog sent you. Note the following changes. We would appreciate our representatives exercising greater care 111 this particular matter, as delay m your receiving funds for expense might cause considerable annoyance Page 73--Specialty Brushes--Cut out Page 7*---Acme Household Paint--Contents some time. of assorted case and net prices. Page 134--Neal's Carriage Paint banger eliminated, and Neal's Carriage Top Dress ing (new style) hanger illustrated Page 146% -- Neal's Aluminum bnamel liangei shown m aluminum mk on black I Following is a copy of bulletin received by our representatives this week. We repeat it here so as to impress upon them the importarce of taking advantage of this special back-ground Leaves may be removed from catalog by taking out brass fasteners at the back proposition. There are many dealers who will undoubt edly be glad to take advantage of an offer of this kind, and m connection with goods for line of advertising matter, and we will allow the distributer proper margin on same Following is list of goods in connection with which this offer can be made Acme Wagon and Implement Paint, Bull Frog Green ir. Oil, Colonial Flour Wat, Cresolme Shingle Stain. Davies' Liquid Wood Filler, Davies* Varnish Stains, Davies' Varno-Roor-Stains. Eldora Gold and Silver Paint, Mazolere, Naal s Aluminum Enamel, Neal 5 Bath-Tub Enamel, Neal's Carriage Paint. Neal's Carriage Top Dressing, Neal s 'Cycle Bnamel, Neal s Enamels, Neal s Florentine Enamel, Neal s Screen Enamel. New Era Architectural Varnishes, Tynan Gold and Silver Paint Utility VarnKhes Remember that this offer applies only in connection with initial, or first orders, for any of the above lines, and is made solely for the purpose of introducing same In instances where New Era Architectural Varnishes are sold, the above offer Is not to be made in addition, to the special offer m connection with $25, $50 and $77 assortments of these goods MAKE NO MISTAKE--This Her applies only on a dealer's .first order, and must not be made in connection with stock orders for goods that dealers have been carrying. If there are any of our own, or our dis tributers representatives who have failed to receive the new leaves, we shall consider it a favor to be notified of it without delay, and which there is a regular demand. This offer can be made, not only by our own repre sentatives, but by representatives of our dis tributing houses. Note particularly, that in Holding' an order for a day or two be fore sending it in does not assist in creat ing a reputationfor prompt shipments. will see that they are supplied. Sending Requisitions For Road Signs to Distributers, connection with this proposition, goods must be shipped direct from Detroit, orders, of course, first being turned in to the distributer for approval. We prefer to ship from Detroit Special Varnish Offer* Special offer we make m connection with initial stocks of varnishes amounting to $25. Don't overlook our recent bulletin to the effect that it is necessary to send requisitions for read signs to our distributers, in connec tion with orders you send them. This is the proper way to handle this matter, for the reason that, should a distributer decline to fill the order, and in the meantime we have arranged to have sign furnished customer, the expense of the sign would be wasted. When sending these requisitions for signs to distributers, ask them to send them on to us after they have accepted the order Good! I sold a nice order of Specialties to-day on the strength of your 10 per cent, offer. I think it is a good thing and should be the means of securing a lot of new business. I also got two men on our varnish offer Hoping to keep up the good work. R. A. N. to avoid complications m the way of credit $50, $75, and for larger amounts, has re ing distributers with goods supplied " gratis*1 sulted in making many sales of New Era as outlined in the offer, and also to be certain Architectural Varnishes that would not other that a good supply of the right kind of adver wise have been effected. This offer is good tising matter is included ! only until June lot, and as the goods we Concerning Special 10 per cent. Offer on Specialties. Good Until June 2St i furnish gratis represent practically an addi tional 15 per cent, to the dealer, it is one 1 that we shall not care to continue indefi nitely. In order to stimulate sales of our Special ties, our representatives may make the follow ing ofrer for the purpose of selling dealers lines of goods which they have uot hereto- .fore bought Our representatives and distributers* repre sentatives have all been provided with blank forms on which to send In these orders. Should any of them have been With the./f'rf,or initial. order for any of the lines enumerated below, we will include, without charge, 10 an amount not exceeding t o per rent of said order, an assortment of goods of one, or more, ot the other lines in cluded in this list For instance, this would mean that if the net value of the initial order, say for Neal s Car nage Paint, sold a dealer, was $yt.oo> you could include, without charge, an assortment missed, we shall be very glad to forward the blanks on request. It will certainly help in the way of getting in these goods, and lay ing a foundation for future business, which we feel certain Is bound to result from the endorsement we know can be expected, based upon the quality of the goods themI selves. 0007-SWP Thoughts PUBLISHED WEEKLY BY THE ACME WHITE LEAD AND COLOR WORKS DETROIT, MICH. Devoted to Matters of Interest to Our Representatives VOL. IV. DETROIT, MICHIGAN, MARCH 7, 1903. No. 21 New Colors for New Era. would act injuriously upon the oil. As it is Securing Lists From New Era Dealers. In this issue -we show new colors that have been added to our line of New Era Prepared Paint. These colors were selected based upon recommendation of our repre an admitted fact that pure oil is the life of palm, and that the pigments used in making New Era are of a character that harmonize in every way with pure oil, this painter is a Perhaps there are some of our representa tives who fail to realize fully the necessity of securing the right kind of lists from dealers. The persons whose names appear sentatives. We believe they will all prove happier and a wiser man. and will undoubt upon these lists are written to, m behalf of good sellers. Meadow Green is a shade edly stand by the paint that means a smaller the dealer, regarding New Era. It is not that is in particularly heavy demand, and investment to him, and customers cannot fail merely a letter and a booklet that Is sent, has a handsome, clear tone that but each party whose name ap will stand excellently. Slate pears upon these lists receives Color is a particularly good selec from us three communications. tion and can be used to the best advantage for porch floors, steps, etc. Ottoman Red is a strong, New Era 8!& Prepared Paint IT'B PUKE PAINT--EVERY ATOM OP IT. This means a heavy expense. Some judgment must be shown on the part of our representatives, rich and handsome color, par not only in the character of the ticularly recommended for its per manency, or non-fading quality, SUPPLEMENTAL COLORS lists, but the size of same. We cannot be expected to use .a list, something that has been rather say, of 500 names, to each of difficult to procure in a color of whom three communications are this character. This red sells for 50 cents advance over the pnee MEADOW GREEN sent, where the possibilities of business do not warrant the ex of ordinary colors, while the Mea dow Green and Slate Color are 130 pense. The names of property owners, both classed as ordinary shades. or the party who pays the bill for This supplemental card will the painting, are the only ones hereafter be inserted with all 35color cards issued, and as soon as I OTTOMAN * RED that should appear upon these lists. It does not pay the dealer, our stock of this particular sample card is exhausted, we shall include '131 or ourselves, to address communi cations to every Tom, Dick and it regularly, making a 38-color in Harry, when the recipients do not stead of a 35-color card. own houses, and ire not respon We hope to see the goods move rapidly. SLATE COLOR sible in any way for having same painted. Impress upon the dealer the A Complaint the Dealer Was 132 necessity of selecting his names Clad to Receive* carefully, for his own benefit as Mr. Cater writes us that one of his Massachusetts dealers received * Higher la prliz thn other celois shown well as ours. an awful kick on New Era Paint Good Advice. the other day. The kick came from a painter who claimed that Ma d e By Th b De t r o it , Mic h . Enclosed please fine order for 300 gallons Neal's Interior En New Era took loo much oil, and amel and 65 gallons Davies' that he never saw a paint that re Color, Paint and Varnish Manufacturers. Varno-Floor-Siam. The enamel quired as much oil as New Era. business is going to go, and can Mr. Dealer was delighted, and is be made go big with every now using this complaint as an advertise to be pleased with the work that he turns out. distributer we have, if the boys go after ment for the goods, and the kicker under This dealer states that he has handled New u strong. When they get through with stands now that it is quite an advantage to Era for four years, that this Is the first com their New Era talk go after the Interior use paint that will stand the addition of as plaint he has received, and that he does nor Enamel stock, and they can get titn every much oil as New Era. It certainly means a consider this very serious. town. H. H H. less expensive paint to the painter, and the addition of oil increases the durability, pro Are your distributers' representatives The quicker you get your orders to the viding there is no pigment In the paint that carrying tkose Special Varnish Offers f house, the quicker they will be shipped. 0007-SWP-000128254 THOUGHTS M.ll'Cll 7. roo? tummrmma SSMEBMB tsMssmt Arguments in Favor of New Era When The Winner of February Contest. What a Salesman Should Do. Offered in Competition With the rvn " Ilar'luoie Hints,* lij ILc Logan itcyjf Best Known High-Class Brands Upon the Market. K R HDAU Hardware C>, Pittsburg, Pa I "Don't try to impress your customer with I your superior knowledge, you are the seller, The arguments I use when up against the- j he is the buyer. Neither subserviency nor best known brands of high-class paints are | timidity are product of good results. Show these* First, the weight. I find their gallons I a willingness to listen and fully understand of O. W. usually weigh 17 pounds. Well, what the customer thinks he wants to pur that quarter pound helps in some places, chase and assist him in getting it. some i: don't. But the best one I have is Where your reason shows he is making an this: unwise choice, you can with tact and with Our competitors do not give a certificate out m any way suggesting that he is ignorant or guarantee as to purity, signed by the or stubborn, show him the better way. Do officers of their company. When you tell one of their agents that, he will walk right WtLHAM G^LLIB this In such a way that your manner will impress him that your training and experi to the shelf and get a gallon can and read . No doubt members of the Plug Hat Club ence are better guides and that your sug * We guarantee this paint to be made from will be pleased to know that their member gestions emanate from a sincere desire to pure lead, zinc, oil, etc." That is as far as ship has been augmented by such a desirable give him the best satisfaction." they go, and I draw his attention to the acquisition as Mr. Wm. Gallie. He won the fact that even that is not signed by the com pany, and that they do not mention what February contest on Davies' Varnish Stains Holding an order for <t day or tivo be with flying colors, leaving his nearest com fore sending it in does not assist in creat else they have in that paint, or whether petitor considerably in the back-ground ing a reputation forprompt shipments. there is anything else or not. Thirty-seven points was the record to Mr. Gallie's credit. His nearest competitor had Then 1 say "What did our competitor twenty-four. I was very much surprised at yours of Feb. ever make a hit with outside of this house ?i-i! > Mc'.hif.g. Whsrsas *s havi Neal's Carriage Paints and Neal's Enamels, goods j I Mr. Gallie is entitled to congratulations and a warm reception from his fellow | ! I 7th, advising me that I had become a memher of trie Acme Plug Hat Club, but very much gratified at the same time. I will that have been advertised for years and that I members. have to defer the pleasure of sporting lhat are known universally as the best on the i silk tile at the present time, as they are not market. Handle Neal's and you have goods Contest For March* | in favor among the coal miners at the that the people are familiar with." j present, but I hope to have the pleasure at a These are the best argumenls 1 have, and later date. J. D, I just simply enlarge upon them. Are your distributers' representatives | Holding an order for a day or two bej fore sending it in does not assist in creat carrying those Special VamUh Offers 9 ing a reputationJor prompt shipments. Priming White Added to Our Line of Neat's Interior Enamels. A primer m connection with a line of this kind is very desirable, especially for the tints, as the nature of the goods is suah that they cannot be expected to possess the same opacity as a line not possessing such a high gloss finish. The primer possesses good body and imparts a flat finish, over which the after coats will show up to the best possible advantage. In other words, it makes a good, solid foundation. It is advisable, except with White and Ivory, to tint the primer with a small amount of finishing enamel, which produces a more solid color, especially if only one coat cf finishing enamel is applied over the primer. In refimshmg dark colored surfaces, where a new finish of a light tint is desired, primer of this kind is essential, as it would require more coats of the finishing enamel to cover solidly were the primer not used. The primer is sold at the same price as the regular enamel, and is offered in the same sizes. Members Acme Plug Hat Ciub. { Adtmtwci Contest it should be comparatively easy to roll up big scores on sales of Granite Floor Paint, which Is the brand upon which Plug Hat contest is based for March. There are some of our representatives who have not taken their first degree in the Plug Hat Club, and there are other degrees obtainable for those who have taken the first, second or third steps in this order. We hope to have a lively contest. What Better Proof Do You Want, Lost Nation, la., Feb. IS, 1903. Alf R Kelly. A E Barron . I D Wilson H L Wjjson W. C Neat H. F. Whitaker S A Hunter H R Torrance H. C Cater. ... F* B Sampler. W J> Wiggins S W Newell . A. D Hoigff C. Mehhc . James Duugall Wm Gallie . March t. 1901. .Micii Seal Lead. June rj, 1901..Meal's Alum En .Oct 1,1901. ...W and I Paint Nov. j , iooi..Liquia'WoodFiller Dec 1,1901. New Era H G. March 1,190a........Davies'V S. April 1, 1902 Gianite Floor Paint .June 1.1902..N C. P.andT. D f Highest number ..June c, 190*.. < of points for ( six months. .July 1. tqo2.. Utility Varnishes. Sept 1, rtytyi Master PYrs* Col. Oct 1, 790a ,W and I Paint Dec 1.190.2 ....NewEraA V f Highest number Dec 1. 1902 j of points for t six months Feb 7,190} ...Household Paint March 1, >903 . ..Davies* V S. Gentlemen --I have used 12 gallons of SECOND DEGREE MEMBERS. your varnish in the last week, and it is the best working varnish l have ever set a brush in, and I have used nearly every make of varnish on the market. The material I have Alf R Kelly ___ H L. Wilson I D Wilson. S W. Newell Sept-1. 1901 Master P't'rs' Col Reb 1,1903 ... Household Paint .. . \ Neal's Enamels May,.s*a , .Veal-s B-T Ers. Dec. r, 3902 . ... New Era H G been using is your " Interolite." THIRD DEGRbl; MEMBERS. Ja y B. Je n k in s . Alf R Kelly . . Nov 1,790*.. Davie: 0007-SWP-00012825 Thoughts PUBLISHED WEEKLY BY THE ACME WHITE LEAD AND COLOR WORKS DETROIT, MICH. Devoted to Blatters of Interest to Our Representatives, ___ VOL. IV. DETROIT, MICHIGAN, MARCH 14, 1903. NO. 22 Arguments in Favor of New Era When Offered in Competition With the Best Known High-Class Brands Upon the Market. S A HUS1KK In reply to attached 1 might say, when calling on a merchant handling any of the best known high-class brands, 1 first en deavor to secure a painter and have him compare the two lines together, to determine which has the greater body and covering qualities. I then have him submit the facts of his investigation to the dealer, that New Era is superior to the other in those two points. I weigh up the cans. I compare our entire line with theirs. Our method of writing personal letters to property owners and assisting them m placing the merits of our line before the public. Full measure and attractive goods and a superior sundry line to any on the market, and that we do supply them with pure paint. 1 talk the quality of our goods, quality first and last. Ordering Advertising Matter for the Dealer. We are sometimes inclined to believe that our repre sentatives fail to show proper discrimination in ordering supplies of this kind. There are dealers who will use what ever you send them to the very best advan tage, and there are others who do not value the best kind of advertising that can be supplied. We are willing at all times to send any reasonable amount of advertising matter, but. as it is expensive and furnished gratis and our only hope of returns is in having It properly displayed, we like to feel that our representatives carefully select the kind and quantity that should be sent in each instance. There is no use in sending racks, panoramas, color plates, hangers, etc., to the dealer, who you may feel reasonably sure will not use them right, and is very apt to 'Mire'' them under the counter or In the waste barrel. Always talk over advertising matter with the dealer in the same way you do the goods he orders. It is much more preferable to have him express an opinion as to what he can use to advantage than to simply write down his order and send him what you think he can use without consulting his wishes. Advertising material must necessarily be used right m order to be a paying invest ment. If it is no: it is a clean toss. How 'Will This Argument Do for the Dealer? Compare the weight of a can of our goods with that of any other make, and also the sUe of the can, and note the difference. There is over seventeen pounds of "pure paint material'' m every gallon can of New Era Paint. Of course, we don't put it up in the ordinary "commercial " gallon m com mon use, but in large cans containing full standard measure of 231 cubic inches. It is the biggest gallon of the best paint in the market. Nothing but the best is good enough for " New Era,'* and every ingredi ent is chemically tested for purity. It costs more to make than ordinary paint does, but we don't charge any more for it than you have to pay for the other kind. You can offer your customers the same bargain we offer you by giving them better than they can buy elsewhere for the same money. They will undoubtedly be satisfied and "come again." We furnish "the best" at a price no higher than is asked for " ordinary," with the expectation that more will be sold and that we will thus be able to "get even." We want one agent in your town. Apulia, N. Y., Feb. 6, 1903. Acme White Lead and Color Works, Detroit, Mich. Gentlemen *--In accordance with your request of December 22d, I send you a list of property owners, such as would best be used for the purpose you suggest. It gives me much pleasure to express my good opinion of such of your products as I have used. Late last season l painted my own residence with your New Era Paint, mixing some green with the No. 8, making a shad? between that and No, 9, and which makes a very hand some outside color. This l trimmed with White, with No. 126 for sash and No. 127 for blinds. The beautiful finish of my job has been the cause of much remark. Many have inquired if I mixed varnish with the paint. 1 shall endeavor to use your goods as much as possible the coming season. If you have out any new shades of New Era I shall be pleased to get sample cards of tha same. Yours Iruiy, We l l s W. Sw if t . This Is What We Like to Hear. Mr. T. F. Young, of Galveston, Jnd,, says that he is S3 years old; has used paints and varnishes for more than 25 years, but has never found varnish that gave him the satis faction in ail classes of work that New Era High-Grade does. He will use no other. W. J. S. A*e your distributers' representatives carrying those Special Varnish Offers? 0007-SWP-000128256 umMmma mrnmam imwmtw No-Rub Flat Finish, About Metal Racks for Specialties, Some of our distributers* representatives The following is repealed from our issue may be interested in noting copy of a bul of February 21sl: letin we have just issued to our representa tives, reading as follows " NO-RUB FLAT FINISH.1' Our New T1-X1 Varnish Specialty. A Varmsb that Produces the Effect of a Rubbed Finish 'Without Incurring the Expense and Labor of Rubbing. We have added to our line of New Era Architectural Varnishes a new T1-K1 Specialty called "No-Rub Flat Finish." This line Is interJed for the finishing: coat over any gloss varnish surface, for the purpose of producing the effect of a perfectly rubbedfimih without incurring the expense and labor of actually rubbing the work with pumice stone and oil or water. A thin coat of ** No-Rub Flat Finish" not only saves the expense of rub bing. but produces a much smoother and more even flat finish than can be obtained by the old method of rubbing by band. It dries hard over night, producing a tough and very Jumble finish. This article will not turn white under water, and Is especially recoinmended to resist moisture in any form. Ii adds rfn extra coal to a surface, instead of rubbing one away, thus making the work more permanent " No-Rub Flat Finish" saves time, tutor and money, and Is superior to a varnish that requires rubbing, because it Is quicker, -h-Mpc**, clearer, lesi laborious ard n* rlitf able Remember that it pioduces a perfett tabbed effect without any rubbing It adds to the durability of a surface, and does n\it dry soft, uneven or streaky like wax prep arations, with which other manufacturers have endeavored to produce a " rubbed effect " List Prices We Should Like to Hear from Our Rep resentatives About This One of our representatives made the state ment that metal racks, with panels suspended from same, such us we use for Davies' Var nish Stams. Neal's Enamels, etc . are a useless expense for the reason that about four out of every five dealers do not use them at all This is a matter of considerable importance to us, and we should like an expression from each of our representatives pertaining to the matter. Here are the replies from the represen tatives we have heard from up to date: In answer to article m Th o u g h t s February ist, concerning metal racks, will say that no matter what you put out in the way of ads you will always find some dealer who does not hang them up 1 have found our racks under the counter, but always make t point to dig them out and clean them up, then hang them up in the most desirable place to be found Thb is the duty of every one of our representatives. I consider our racks one of our best ads Yours truly, H.C C. In regard to the article In THOiJGirrsof February aist, concerning metal racks for Davies' Varnish Stains, Neal's Enamels, etc , I wish lo say that I du not agree with the salesman as to Ibeir being a useless expense [ find them good advertisements, and the dealers in ray territory all use them bv hang ing up in their stores and ofien in their windows. Yours very truly. C. F. M 1 think these are very good ads indeed, and wher ever I have sent them always find same 111 a prominent | place. See them a great dea! in window displays. Would not think ol discontinuing same. Yours respectfully. W PW 5-gallon cars.. ,..,,5 2 40 54 " . 2 JO Quart Pint J*-Pint 2 75 B ou 3 30 Same discounts and freight allowance as on balance of New Era Architectural Varnish In regard to article in THOUGHTS dated February *cst, in reply to same will say my experience is that I find these signs freely suspended by dealers every where. and they make a very attractive sign, very showy and indispensable By all means continue sending them as heretofore Yours truly, C M. line There Is a large and constantly growing demand for a first-ctass article of this de scription Although a very new thing In the varnish line, practical finishers are fast coming to realize that this new finish Is cap able of saving them a vast amount of labor, money and annoyance It does away entirely with the necessity of rubbing and the conse quent dirt and cleaning up. Push it hard V'ou will find this article of exceptional v.ilue and better than anything of the kind that has been heretofore offered. Would you like a finished panel to show the goods Messrs. T. S. McCurdy & Son, the lead ing hardware dealers of Monongahela City. Pa., have joined the large and growing army of New Era agents. (had the pleasure of taking their stock order last week. They have for some time been considering the advisability of handling a high-grade paint, and finally decided that New Era was un questionably the best paint cn the market. They are also greatly pleased with our line of advertising matter and system of co Spaders for March was Issued on the 14th. This is the first issue with the ' business section" promised at the con vention. We should like our representatives to advise us of the nature of its reception. operation. They are a progressive and growing concern and anticipate a large trade in our goods. I hear nothing but good words for New Era wherever it has been used, and look for a large increase m busi ness in this territory. R. A. N. Out General Distributers, California W. E Little Paint Co., W. E Little Paint Co . Los Angeles, San Diego Connecticut J. L While. Asylum Street. Hartford Florida The S. B Hubbard Co., Tampa Hardware Co. Jacksonville l'ampa Georgia Bush Hardware Co , _ Columbus Illinois Geo E Watson Co , Colburn, Birks & Co., Chicago Peona Indiana Indianapolis Hardware Co . Indianapolis Iowa Sickels, Preston & Nutti ng Co , Davenport W H. Torbert. Dubuque J W Edgerly fit Co , Ottumwa Homick, Hess fit More, Sioux City Kansas A, B WhitingPainlfit Glass Co .Topeka Kentucky R M McFarland Robinson Bros. & Co , Henderson Louisville Louisiana Parker-Blake Co., L't'd. New Orleans Maryland Carlin & Fulton. Baltimore Massachusetts E & F King & Co , Boston Minnesota Hackett, Walther, Gates Hdwe Co . St Paul Mississippi Lee Richardson St Co . Vicksburg Montana Ellis Paint Co.. Butte New York Buffalo Glass Co . Buffalo Sickles fit Nutting Co , New York City. Burhans St Black Co . Syracuse Juu. L. Thompson, Sons& Co Troy North Carolina Burwcll fit Dunn Co. Hart-Ward Hdwe. Co., Charlotte Raleigh Ohio Smith Bros. Hdwe Co., Columbus Norton Paint fit Hardware Co , Toledo Oklahoma Territory Alexander Drug Co , Oklahoma City Oregon F E Beach & Co , Portl xnd Pennsylvania H. B Semple fit Sons, Moyer Bros., 1 C *r* f r- , 'atdwareCo. .1 ,* Co. Phelps-Straw fit Co . Easton Bloomsburg Hanover Pittsburg Reading Wtlkesbanre South Carolina Murray Drug Co , Columbia Tennessee Fntts 81 Wiehl Benedict. Warren & Davidson Co, Strother Drug Co., Chattanooga Memphis Bristol. Texas Houston Drug Co , Greiner-Kelly Drug Co . Houston Sherman Utah G F Culmer & Bro , Salt bike City Virginia Barker-Jennmgs Hdwe Co . Lynchburg Washington Baum & Co,. Spokane West Virginia The Kanawha Drug Co , Charleston The Williams fit Davisson Co., Clarksburg W H. Chapman & Sons, Wheeling 0007-SWP-000128257 Thoughts PUBLISHED WEEKLY BY THE ACME WHITE LEAD AND COLOR WORKS DETROIT, MICH. Devoted to Mailers of Interest to Our Representatives. VOL. IV. DETROIT, MICHIGAN, MARCH 21, 1903. NO. 23 Pure Linseed Oil. Too much stress cannot be laid upon the importance of cautioning dealers against the purchase of cheap oil intended to replace linseed oiL There is nothing which can replace it satisfactorily. Pure linseed oil is the life of paint. Adulterated oils are great sample card savers and a great help in selling goods. Yours respectfully, D. In regard to article in THOUGHTS under date of February aist, 1 beg to say* I consider our Neal's Enamel, Davies' Varnish Stain, Granite Boor Paint and Neal's Carriage Paint hangers the neatest and best palntads.on the market.and my experience Is that they are recognized and appreciated by the dealers as Cheap Paints. Sometimes our representatives tell us that "this is a cheap paint country, and that It is hard tc place New Era." They used to tell us this more than they do now, because it has been found easy to place New Era in so many cheap paint sections that there is very offered at low prices, and the temptation to use them is sometimes great. When it is considered that the principal adulterants of linseed oil are mineral (paraffine) oils, and such, and If you should take a trip over my territory you would see them displayed 1o good advantage by every dealer handling these lines. By all means con tinue them. Yours sincerely, ___________________ F. R. D. little opportunity to bring up this point. As a matter of fact, the representative making this statement does not mean what he says. The `'cheap " paint referred to, upon careful m connection with same, rosin, the effect of Devil's Red in Oil. the use of same with New Era will be realized. In priming coat, especially, we recommend that New Era be reduced with a We show herewith illustration of the new package of Devil's Red in Oj L We shall large percentage of pure linseed oil. Strong make a special feature of these goods in the representations are made for these adul same way that we do of our Bull Frog terated oils. The trade may purchase same Green. It should be a good seller, as there is a very active demand for a non-fading really believing them be what is claimed, and will sell them to the painter without., red, especially for writing signs, and all Investigation, will always be found to be dearer to both the dealer and consumer than New Era. ft is dearer because neither the dealer nor the consumer gets as much for every dollar invested in cheap paint as he does in New Era, This has been proven so many times to the satisfaction of all our rep resentatives, that It is scarp^ly necessary to go into details- -What is the use of making realizing the danger of their use. When a line of this kind? It does not help the New Era, or any paint, is combined with representative, and it dees not help us. We such material, results must be unsatisfactory. have only one kind of paint to sell, and it is We absolutely cannot consider any claims the best that can be made. Upon reflection, resulting from the use of adulterated oil in we doubt if there is one of our representatives connection with our goods. who will r.ot concede the fact that it Is easier We quote below two tests by which adul to sell New Era in a cheap paint territory, terated oils can be readily discovered. than it would be to sell another cheap paint. No i--To Testfor Mineral Chls Place a few drops of the suspected oil on a black Certainly the competition is less, and the points in favor of New Era would make a painted surface If ibe oil contains mineral oil the characteristic bloom or '* flurescence " of mineral oil may be easily noticed. Even an admixture of five per cent, can thus be '' case " that would win if presented properly to the careful consideration of any business man who is in business to build business. detected. What consumer is there, if he really under No. ? -- To Test for Rosin Take equal volumes of the oil and gram alcohol, and mix them well by shaking in a test tube or a bng bottle Let stand for one hour, then pour the alcolioltc layer into another clean test-tube, or bottle Into this alcoholic solution let fall two to five drops of a solution of sugar of lead 'lead acetate ) Set aside for six hours. If the oil contained any rosin a permanent while sediment will be found precipitated on the bottom of the bottle. This test will also Indicate if a boiled linseed oil Is a true kettleboiled oil, or a so-called "bung hole" boiled * work of this character, where, in the past, the greatest objection to using this color has been its tendency to fade. Wc are also offering Devil's Red in dry form and in japan. New catalog leaves are being pre pared, and will be ready for distribution In a few days. In oil the goods are put up in the same size packages as in the Master Painters' line, and the same discounts apply, list prices m stood the better value secured in New Era for his dollar, than in the so-called cheap kind, would hesitate to purchase same, and what dealer is there who wiil not take advan tage oi the points to be said about such a line if he really understands what the points are, and how to say them ? Mr. Gallie acknowledges notice of his election to membership in the Plug Hat oil--raw oil, to which has been added a rosin dryer. one to five-pound tins being 30 cents. Light Club as result of winning February compe and deep shades are offered. tition, and suggests that as soon as he Metal Racks for Specialties. Belov are printed more communications anert the subject above mentioned. Referring to your article in Th o u g h t s of February acst, on above, wish to say I have never sent ore of our racks to a dealer who did not put same up. The trade whom J have talked to tell me they are The line of Acme Superfine Coach and Car secures a tile, his friend Mr. Groskoph give Colors we are now offering in light and deep the inside of same a coat or two of Interior shades, list price being 80 cents per pound. Smokestack White. In dry form U is offered in light, medium and deep shades, list price in 6-pound tins Holding an order for a day or two be being 40 cents. The regular discount fore sending it in does not assist in create applies lo dry colors. | mg a reputation for prompt shipments. 0007-SWP-000128256 THOUGHTS March ai. rgoj iai rnmmm Soliciting New Era Business for the Dealer* We produce herewith fac-simile of the two cards which arc sent to names on lists of property owners received from dealers, and whom we solicit on New Era paint in their behalf. These cards are 8&x5j4 inches, and embody arguments which we believe should appeal strongly to the consumer. Points on ~~ Painting These cards form a part of our system of soliciting in behalf of the dealer on this line of goods. In addition to the cards, we send letter and cur new booklet entitled "When You Paint Your House," the entire senes being as follows New Leaves for Catalogs. Following notice in connection with send ing you new loaves for your catalogs has recently been issued. De t r o it , Mic h ., March ig, i9<>> We hand you herewith new pages, Nos 142^-142%. 15c# and i5i`-$-i5if,foT inser tion in our catalog, also pages 35-3*. jr-38- 53-54. 8g-go, Qi-ga. ijold-no# and Index pages. In which changes have been made Please substitute them for corresponding pages in catalog sent you. Note the following changes : Page 33--Dry Color--List prices on Fine A, C, M and B Ultramarine Blue. Page 37--Dry Color--Devil's Red added. Page 54--Acme Superfine Coach and Car Colors--Devil's Red added. Page 90--New Era High-Grade Varnishes -No-Rub Hat Finish added. Page 92--Miscellaneous Varnishes--No 1 Damar added. Page no#--New Era Varnish--Hanger added. Leaves may be removed from catalog by taking out brass fasteners at the back. "9 No. 1 Letter and Booklet. If there are any of our own, or our dis " 2 Card *' Points on Painting." tributers representatives who have failed to " 3 Card " Paint for Exteriors." receive the new leaves, we shall consider it These are sent at intervals of two weeks, a favor to be notified, and will see that they and the effect will be to decidedly stimulate are supplied. the demand for New Era, especially if the names have been carefully selected, with a ' Are your distributers' representatives carrying those Special Varnish Offers? view of including only property owners. We Members Acme Plug Hat Club. Admitted Contest , Alf. R. Kelly..............March i, igoc..Mich.Seal Lead A. E. Barron............June rj. igor..Neal's Alum En. | I D Wilson ............Oct 1.1901.. ..W. and I Paint cannot lay too much stress upon the selec tion of these names. If they are not the right kind, material and expense is wasted, and our representatives will realize that it costs considerable to send a series of this character. H L Wilson .. .Nov. 1, xgoi..Liquid Wood Filler W. C Neal................Dec. 1,1901. New Era H. G U. F. Whitaker ... .March*, 190* . Davies' V'. S. S A. Hunter............. April x, iq o *.Granite Floor Paint H. P. Torrance. . .June 1,190a .N C. P and T. D. r Highest number H. C. Cater.............. June r, 190a.. < of points for ( six months. P B Sangster.......... July x, 190*...Utility Varnishes. W P. Wiggins........ Sept 1,1902 Master PYrs* Col 5J. W Newell...........Oct. i. igoa........... W and I. Paint A. D Hoagg......... Dec a. *902........... New Era A V ( Highest number C Mehlig..................Dec. s, igus.. < of points for i six months James Dougall.......... Feb 2,1903 .. .Household Paiit Win Gallle............. March j, 1903 ...Davies* V. S. SECOND DEGREE MEMBERS. Alf R Kelly ........ Sept t, 1901. Master P't'rs' Col H. L. Wilson. ......heb. 1.1902....... Household Paint 1 u- W"s" .......... ** 1 n !;s iTIns. S. W Newell............Dec 1,1902........... New Era H G. THIRD DEGREE MEMBERS. Alf R. Kelly ..........Nov. t, 1902............Davies' L. F. Holding an order for a day or two before sending it in does not assist in creat ing a reputationforprompt shipments. Mn'Mrmm Our General Distributers. California W. E. Little Paint Co.. W. E. Little Paint Co., Los Angeles. San Diego Connecticut J L White, 185 Asylum Street. Hartford Florida The S B Hubbard Co., Tampa Hardware Co, Jacksonville Tampa Georgia Bush Hardware Co, Columbus Illinois Geo E. Watson Co , Colburn, Birks & Co., Indiana Indianapolis Hardware Co., Chicago Peona Indianapolis Iowa Sickels, Preston & Nutting Co.,, Davenport W H. Torbert, Dubuque j W. Edgeriy & Co.. Ottumwa Hornick, Hess & More. Sioux City Kansas A B WhitingPamt&GlassCo .Topeka Kentucky R M McFarland Robinson Bros. & Co., Henderson Louisville Louisiana Parker-Blake Co., LTd. New Orleans Maryland Carlin & Fulton, Massachusetts E & F King & Co., Baltimore Boston Minnesota Hackett, Walther, Gates Hdwe. Co., St Paul Mississippi Lee Richardson & Co., Vicksburg Montana Ellis Paint Co., Butte New York Buffalo Glass Co , Buffalo Sickles & Nutting Co , New York City Burhans & Black Co . Syracuse Jno L. Thompson, Sons St Co ,, Troy North Carolina Burwell & Dunn Co. Hart-Ward Hdwe Co , Charlotte Raleigh Ohio Smith Bros Hdwe Co.. Columbus Nortun Paint & Hardware Co Toledo Oklahoma Territory Alexander Drug Co., Oklahoma City Oregon F. E. Beach & Co., Portland Pennsylvania H B Semple & Sorts. Moyer^Bros..^ ardware Co., Co., Phelps-Straw & Co , Easton Bloocnsburg Hanover Pittsburg Reeding Wllkesbarre South Carolina Murray Drug Co., Columbia Tennessee Fntts & Wiehl Benedict. Warren St Davidson Co , Strother Drug Co.. Chattanooga Memphis Bristol. Texas Houston Drug Co., Greiner-Kelly Drug Co- Houston Sherman Utah G F. Culmer fit Bro., Salt Lake City Virginia Barker-Jenmngs Hdwe Co.. Lynchburg Washington Baum & Co.. Spokane West Virginia The Kanawha Drug Co., Charleston The Williams & Davisson Co., Clarksburg W. H. Chapman & Sons, Wheeling ii 0007-SWP-00012825S Thoughts PUBLISHED WEEKLY BY THE ACME WHITE LEAD AND COLOR WORKS DETROIT, MICH. Devoted to Matters of Interest to Our Representatives. VOL. IV. DETROIT, MICHIGAN, MARCH 28, 1903. No. 24 Calling on ALL the Trade. It is comparatively easy to acquire the habit of believing that there is certain trade to call upon whom is a waste of time. This is an extremely dangerous habit. Because a representative may call once or twice, and be unable to do business, it is a very poor reason for assuming that there is no chance to do so in the future, and that it would be a waste of time to keep on trying. It is the keeping everlastingly at it that brings results. You cannot keep on calling contin ually and present your story in the proper way without ultimately being successful. It is dangerous to assume that certain Irade are "married " to certain lines of goods, and that they cannot be changed. The man who has a long list of "impossibilities" is lessening his own opportunities to build business A great deal depends upon cond.lions. Tne dealeron one visit may not be m a very receptive mood. something may have gone wrong with him He will turn you away brusquely, with the statement, perhaps, that he is well satisfied with what he has been handling for a long time, and would not consider any change. He will not give you an opportunity to tell your story. You go away feeling rebuffed and sore, and make up yoar mind that you will not give him another opportunity to treal you in the same way. It is part of you'" business to overcome such obstacles, and the real salesman takes a greater delight and finds more satisfaction in selling a man of this kind than he does m placing his goods with half a dozen of easy ones. To go on continually overlooking dealers that you concluded at one time were impossible and practically concluding that because you find they are impossible they will always be Impossible, is certainly a dangerous policy. Assuming that you cannot sell them on your first or second visit, for reasons which appeal to them as being good, and which you pos sibly cannot gainsay, conditions are always changing, and the time and opportunity will come for you to secure an entmng wedge in the shape of a trial order. It may be the result of proper representation of your own (Conttnued in third column ) The "Tag Argument/* The "tag" or "certificate of purity" is one of the strongest and most effective argu ments that can be used m presenting " New Era." It is a guarantee to the dealer and consumer that we have absolute faith in these goods, that we use nothing in their compo sition that will not bear the closest investiga tion, and that we are glad to show evidence for claiming to make the biggest gallon of the besl paint that can be made. We "stand back" of every package and our evidence of good faith goes with the goods. What more could the most timid dealer or con sumer ask? ___________ Talk YOUR OWN Line of Goods. It is unnecessary for a representative who has good goods to sell, and who knows how to sell them, to waste much time or breath talking of the defects in his competitor's line. If you tell the story of the products of Acmevtlle in the way it should be told, you can keep busy citing the good points m favor of your own line, and it will be unnec essary to waste breath and time referring to defects in other lines of goods. line, and the conclusion of the dealer to give it a trial, or, perhaps, something has Arisen which has caused him to feel dissalisfied with his past source of supply. If you prop erly impress him, he will naturally turn m your direction, and you have gained the point you have worked for so long. Never conclude that it is Impossible to sell your goods to anybody. Our business has been built up largely on business secured from trade that at one lime seemed impos sible. Those who seem impossible now will not appear impossible if you keep on work ing for their business in the right way. Mow are your sales of Davies* VarnoFtoo r- Stains--large ? Metil Racks foi'Spwteffies.' * "* Below are printed more communications anent the subiect above mentioned 1 agree with H. C. C. In regards to our metal racks You will find some merchants who take great pnde in displaying them, appreciating the fad that they arc attractive, show up the colors and help to a great extent to dispose of what he carries, while others are careless In that respect. It is then ihe representatives duty to explain lo the merchant the value of them. I find them a good tatting point. Yours truly. S. A. H In my opinion I do not know of any better piece of advertising matter put out by any one than our metal racks My customers take great pride in displaying them. Of course, you will occasionally find a man who does not put ihem up until you explain to him that it wU help the sale of his goods, then he takes more interest in them. I would not like to see them discontinued Yours truly, J. R N. In answer to article In Th o u i'iHTS, February 2t s i, would state that the metal racks for specialties are one of the best and roost attractive ads. we turn out. and are so considered by our customers. Of course, occasionally you will find someone who takes no interest and cat's them aside, but these instances are few and far between , these are the class of people who can never find a sample card when wanted Our best and most progressive customers make excellent use of these ads .displaying them in their windows, In their stores and wherever they will attract the most attention Respectfully yours. A. R. K. Are your distributers* representatives 0007-SWP-i THOUGHTS March 28. 1C303 The Recent Advance in Lead, that an advance of $5.00 per ton had been ifll and Drug Ke\iew, March i9th, 19&3 made, the quotations of corrodeis and others Twice within a week the trade has been were revised to meet the new conditions, surprised by a sudden advance in pig lead-- and it was supposed that the market would the first $5.00 a ton. the second $6 00 a ton. be stable for a time at least. On the basis The announcement was made in Chicago t of the new prices some large sales were through telegrams from New York, which made for future delivery. Two days later market at present controls the situation. It the second advance was reported. This put resulted in quick readjustment of prices on manufacturers in an unpleasant position al! manufactures of lead, in some instances with reference to their contracts of the fortymanufacturers withdrawing all quotations eight hours previous--or.e of the risks of a and selling only on orders for immediate business that is dependent an open markets shipment. The complications, in the case for ils supply of raw material. What sur of sates for future delivery already made on prises are still m store for lead buyers remain the basis of previous prices for pig lead, to be seen. were numerous, and will result in losses to manufacturers on some contracts. The un certainty as to the future course of the Push the "Rapid-Setter" line. market is the most unpleasant feature of the situation, and affects alt branches of the paint trade. April Competition will be upon Neal's In explanation of the first advance in pig Enamel and Neal's Bath-Tub lead it was stated that the Denver office of the American Smelting and Refining Com Enamel. pany had authorized its agents to announce an advance in the price paid at smelters for the lead ores to $3 75 per 100 pounds, this being an advance of 25 cents per 100 pounds over the smelter rate for the whole of 1902. This statement naturally led to the supposi tion that the advance was entirely arbitrary based on the action of the company named, but the fact is that the strength of lead is due to conditions of supply and demand over which no one interest has any control. For months the lead interest has been held in suspense by the rumors of approach ing consolidation. Apparently it would be *`The Genuine" line should be a com- only a few weeks, or a few months at most, i paratively "easy mark" for representatives when the various manufacturing concerns ! who want to make a record in the April would be united in one combination which competition. Devote special attention to would control the entire industry. But the I this line with the view of ascertaining the preliminary arrangements have not been effect that our general advertising is having fully completed and as yet the project41 hangs upon sales. We understand that there are fire." Meantime large buyers of pig lead many competing brands and that moat of have been curtailing their purchases, not i them are sold at low prices, but none of wishing to have any considerable stocks of them are advertised so well, or equal in lead on hand with which to enter the com quality to Neal's. These are features that bination. They have waited until they can should and do appeal to the average dealer wait no longer, and their normal trade who appreciates the value of advertising. demands have at last forced them into the Buy a Indies' Home Journal and show market for lead, with the result that prices the advertisement that appears in same. are advancing rapidly when it is suddenly Refer to instances, which you undoubtedly discovered that everybody wants lead. know, of where the goods are preferred It is not believed that the proposed lead because they are called for by consumers, combination had anything to do with the and for the reason that the dealer can get recent advances, save indirectly in the the advertised price and make a better manner above noted. Neither is it seriously i margin of profit than on unknown brands credited that any one Interest has a control which are not demanded. of the market. The fact is that the eastern demand has been the determining influence m the situation and has bid up prices to the present high figure. How areyour sales of Davies' Varno- When it became known last Wednesday Floor-Stains--large t Spatters. The addition of a business section to Spatters is a step in the right direction, as I can appreciate any new points that may be brought out in the article covering the different products of the Acme. 1 find in this territory that a man must, or should, know nearly all in that line, for he is up against it every day, but there is only one talk that goes, and that is, our goods are superior to any other line on the market, and as that is a strong proposition it very often would be nice to have one extra point to spring on the customer, and I think that Spatters will aid us in that direction. Yours truly, S. W. N. How are your sales of Davies' Varno- Floor-Stains--large f Rosalia, Wash.. March 15, 1903. Gentlemen --Enclosed please find letter from Jake Welsch, Boise City, Idaho, in answer to an inquiry received by him from A. Greenlund, Caldwell, Idaho, asking him what he thought of New Era. Boise City, Idaho. January 31, 1003 Mr. A Greenlund. Catdwe.l, Ida i nave used and dealt in Acme paints ror the last fourteen years and think they are better than any of the brands you mention. Alpha Kelly will he here in a few days and 1 Ihmk if you will give him an order they will give satisfaction. Yours truly. Ja c o b We l s c h . Push the " Rapid-Seller " line. Members Acme Plug Hat Club. Admitted Contest Alt R Kelly . March j . 1901..Mich. Seal Lead. A. E Barron............June 15, 1901..Neal's Alum En I D Wilson............Oct 1. root . ..W. and I Paint H L. Wilson............Nov. x, 1901..Liquid Wood Flllei W C Neal............... Dec x, 1901. New Era H. G H. F. Whitaker . . .March 1,1902........Davies'V. S. S A Hunter........... .April 1, 1909 Giantte Floor Paint H. P Torrance .. .June1,190a .N C. P.anJT. D. r Highest number H. C. Cater. .. . ..June j, 190a . < of points for ( six months. F B. Sangster .July 1.1902 . Utility Varnishes. W. P Wiggins ... Sept j , 190a Master P't'rs' Col. S W Newell........... Ocl. r, 1902.......... W and! Paint A. D. Hoagg........... Dec. 1. 1902........... New Era A V. r Highest number C. Mehlig..................Dec. 1, xgoa.. < of points* for ( six months. James Doug-all . ...Feb. *, 1903 ...Household Paint Wm. Gallic .. . . .March x, 1903 ....Davies'V S SECOND DEGREE MEMBERS. Alf. R. Kelly. . . .Sept. 3.1901 .Master P't'rs'Col. H L Wilson..............Feb. x. 190a ....Household Paint I D. Wilson . .May ,, I9oa . } S W Newell .... Dec. x. 190a..........New Era H. G. THIRD DEGREE MEMBERS Alf R. Kelly .. . Nov. r. 1902.......... Davies' L. F. 0007-SWP-000128261 Thoughts PUBLISHED WEEKLY BY THE ACME WHITE LEAD AND COLOR WORKS DETROIT, MICH. Devoted to Mailers of Merest to Our Representatives. VOL. IV. DETROIT, MICHIGAN, APRIL 4, 1903. NO. 25 COMMERCIAL TRAVELER^. ( the position of buyer through giving up their ruh down your competitor's brand to them, office hours to lislen to anecdotes. I never and never let them run down yours. Don't "Old Gorgon Graham," Pork Packer, Chicago, Writes to His Son Pierrepoat* saw one that liked a drummer's jokes more than an eighth of a cent a pound on a tierce of lard. What the house really sends you gel on your knees for business, but don't hold your nose so high in the air that an order can travel under it without you seeing Dear Pierrepont:--When I saw you start off yesterday I was just a little uneasy; for you looked so blamed important and chesty out for is orders. Of course, you want to be nice and mellow with the trade, but always remember that it. You'll meet a good many people on the rokd that you won't like, but the house needs their business. that 1 am inclined to think that you Will tell l mellowness carried too far becomes rotten- For your own satisfaction 1 will say right the first customer who says he here that you may know you doesn't like our sausage that he are in a fair way of becoming a knows what he can do about tt. * The Old Original." good drummer by three things: Repartee makes reading lively, First--When you send us but business dull. And what the Orders. house needs is more orders. Second--More Orders. Sausage is the one subject of Third--Big Orders, all others that a fellow m the if you do this you won't have packing business ought to treat solemnly. Half the people in the world take a joke seriously WMED M r A I Q QUIP' WIIBU5E gm'^wmlmr JZ DRYII,:i a great deal of time to write long letters, and we won't have a great deal of time to read from the start, and the .other half if you repeat it often enough. Ca r r ia g e Pa i^ them, for we will be very, very busy here making and shipping Only last week the head of our the goods. We aren't specially sausage department started to interested in orders that the put out a tin-tag brand of frankfurts, but I made him take it off BB06TERCKN other fellow gets, or in knowing how it happened after it has the market quicker than light happened. If you like life on ning, because 1 knew that the the road you simply won't let first fool who saw the tin-tag it happen. So just send us your would ask if that was the license. And, though people would grin a h u t ma r c fc . o \i/-h I *>'** address every day and your orders. They will tell us all that little at first, they'd begin to look we want to know about "the serious after a while; and when ever the butcher tried to sell them our brand they'd imagine they heard the bark, and ask for . OLC l' W0RK5 situation." (From " to His Son. permission lisiiecs. Boston, Mass l "that real country sausage" at twice as much a pound. A real salesman is one-part talk and nine-parts judgment; and he uses The goods which made our initial success in business. The first line of Carriage Paints in colois ever placed upon the market, and the line which has held its own and made There is Nothing like a Practi cal Demonstration as a Con vincing Argument. the nine-parts of judgment to continuous progress against all comers and that their name "I sold one of my customers tell when to use the one-part Is legion. Made by us from dry color to varnish and we an assorted case of Davies' of talk. Goods ain't sold under know"they are "right "--all the way through, Varnish Stains last season, and Marquis of Queensberry rules shortly after he received the any more, and you'll find that goods he was quoted a lower knowing how many rounds the Old 'Un can ness. You can buy some fellows with a price on another line. I wrote him fully last against the Boiler-Maker won't really cheap cigar and some with a cheap compli about the quality of the cheap varnish help you to load up the junior partner with ment, but there's no objection to giving a stains, and he paid the bill for our goods but our Corn-fed brand hams, man what he likes, though ! never knew felt that he had paid too much for them. A good many salesmen have an idea that smoking to do anything good except a ham, To-day l had the pleasure of buying a buyers are only interested in base-ball, or flattery to help anyone except to make a package of our competitor's goods, which funny stones and Tom Lipton, and that fool of himself. he had placed in stock in the meantime, business is a side line with them, but as a Real buyers ain't interested in much arid opened it up, as well as one of our matter of fact mighty few men work up to besides your goods and yout prices. Never packages, and compared the benzine 0007-SWP-00012826 THOUGHTS April 4. 1903 pigment stain, badly settled, with our fine varnish stain, and he was so thoroughly convinced and pleased with the demonstra tion that he has concluded our brand is the proper thing for his trade, and has placed another order for Davies' Varnish Stains, which he will continue to handle in the future," A. D, H. Mr, Burns, Our General Distributers. California W. E. Little Paint Co., W. E. Little Paint Co., Los Angeles San Diego Connecticut J L White, 18? Asylum Street. Hartford Florida The S B. Hubbard Co,, Tampa Hardware Co. Jacksonville Tampa Push tke "Rapid-Seller" line. Georgia Bush Hardware Co , Columbus Good Idea, Mr. Wilson, I attended the annual banquet given by the Hailwood Cash Register Company to their travelling men, and I did not overlook any chance to let the boys know who 1 was, or what I was selling, and 1 think it would be a good thing to issue a line m Th o u g h t s that if any of our men ever meet a Hailwood man, why make himself known. They are a fine lot of fellows. H. L. VA How are your sales of Davies' VarnoFloor-Stains--large 2 Metal Racks, Replying to question as to whether we shall continue putting out metal display racks I hope you wilt. We hove th* 4 display racks put out by any paint house selling goods on my territory, and they are of great assistance to dealers m showing up different lines of goods. There are dealers that would not appreciate any advertising you might send them, and there are others that do, and the latter are in the majority. C. F. P. Members Acme Plug Hat Club. Admitted Contest Alf R Kelly............March i, 1901..Mich Seal Lead A E Barron .. ..June :j. 1901 .Neal's Alum En t D Wilson .Oct z. 1901 ..W and I Paint H L Wilson . .Nov i, iyoi..Liquid Wood Fillet W C Ne<il . Dec 1, 1901.........New Era H G H. F. Whitaker . March i, 190*.....Davies' V. S. S A Hunter . ...Apnli, igoa.Giamte Floor Paint H. P.Torrance ... .June 1.190a..N C. P.amJT. D. t Highest number H. C Cater .......... June j , X902.. < of points for ( six months. b B. Sangster -----lulyx. 190* . Utility Varnishes W P Wiggins . .Sept x. 1902 .Master PVrs'Col S W Newell .... Oct, 1, 1902......... W. and I P.imt A. D Hoagg . . .Dec 1,190a .. New Era A V. C Mehltg................Dec. x. 1902 ( Highest number < of points for t six months. James Dougall... Feb t, 1905 ...Household Paint Wm Gallle ...March i, 1903.. ..Davies'V. S. SECOND DEGREE MEMBERS. Alt R Kelly. .... .Sept 1,1901 .Master PVrs' Col. H. L. Wilson . . Feb. 1,1902 . . Household Paint D W,ln .......... S.W. Newell.......... Dec (,190a. ...NewEraH G. THIRD DEGREE MEMBERS. Alt R Kelly..............Nov. 1, 1902.... Davies'L. F This is not a likeness of Bobby Burns, but of a member of the Burns family whose productions are of a much more brilliant character than Bobby's ever dared to be. He is our varnish maker--and he is a good one, too. The boys can bank on anything In the varnish line upon which he places the stamp of his approval being worthy of the best they can do in the way of artistic sales manship. They can talk the goods with the enthusiasm engendered from perfect confi dence in the man who makes them and the knowledge that when he says they're right-- they're right. He sa>s he can turn out more good varnish in our up-to-date plant than our representatives can sell, and invites them to send on the business. It's up to the boys now to see if he really understands what will happen when they " Take Hold and Lift." This Dealer Has the Right Idea* Harrisburg, S. D., March 24th, 1903. Gentlemen:--1 have been selling New Era Paint at $1.50 per gallon, which is, of course, unprofitable and unjust to the dealers m adjoining towns. I want to raise the price to $1.75 in single gallons, and $1.60 in lots. The reason for that I have been telling my patrons is that in the first place, I can't afford to sell at $1.50, and then, too, you don't wish me to class it among the various cheap $1.50 paints in the market, and rather than have me do so, you would withdraw the agency from me. I don't want to ask anything unreasonable, or implicate you tn any manner, but if you can, 1 wash you would write me a letter to the effect which I have submitted. [ am working paints hard this year and think will succeed first-class. Yours very truly, R. S. St e e n s e n . Illinois Geo E Watson Co . Colburn, Birks & Co , Chicago Peona Indiana Indianapolis Hardware Co , Indianapolis Iowa Sickels, Preston & Nutting Co , Davenport W H. Torbert. Dubuque 3 W Edgerly 6c Co , Ottumwa Homick. Hess & More, Sioux City Kansas A. B Whiting Paint&Glass Co ,.Topeka Kentucky R M. McFarland Robinson Bros. & Co . Henderson Louisville Louisiana Parker-Blake Co.. L t'd. New Orleans Maryland Carlm & Fulton, Baltimore Massachusetts E & F. King & Co., Boston Minnesota Hackett, Walther. Gates Hdwe Co., St. Paul New York Buffalo Glass Co., Buffalo Sickles c Nutting Co . New York City Buttons & Black C<>. Syracuse Jno. L. Thompson, Sons & Co ,. Troy North Carolina Burwell & Dunn Co Hart-Ward Hdwe. Co , Charlotte Raleigh Ohio Smith Bros. Hdwe Co.. Columbus Norton Paint & Hardware Co.. Toledo Oklahoma Territory Alexander Drug Co., Oklahoma City Oregon F. E. Beech 8c Co., Portland Pennsylvania H. B. Semple & Sons Moyer Bros , . irdware Co . Co.. Phelps-Straw 8c Co , Easton Bloomsburg Hanover Pittsburg Reading Wllkesbemr South Carolina Murray Drug Co , Columbia Tennessee Frrns & Wiehl Benedict, Warren & Davidson Co. Strother Drug Co., Chattanooga Memphis Bristol. Texas Houston Drug Co.. Greiner-Kelly Drug Co., Houston Sherman Utah G F. Culmer & Bro , Salt Lake City Virginia Harker-Jennmgs Hdwe Co . Lynchburg Washington Baum & Co,, A. S Johnson & Co., Spokane Tacoma West Virginia The Kanawha Drug Co . Charleston The Williams & Davisson Co., Clarksburg W. H. Chapman & Sons. Wheeling m 0007-SWP-00012826c Thoughts PUBLISHED WEEKLY BY THE ACME^ WHITE LEAD AND COLOR WORKS DETROIT, MICH, ,, Devoted to Matters of Interest to Our Representatives VOL. IV. DETROIT, MICHIGAN, APRIL H, 1903* No. 26 Special Varnish Offer. CLOTHES is so full of noble thoughts that you haven't We reproduce herewith first page of "Special Offer" folder which our repre "Old Gorgon Graham." Pork Packer, sentatives have been using, with splendid Chicago, Writes to His Son Pierrepoct. results, as a stimulant to their varnish busi Dear Pierrepont1--That order for a car ness. We suggest that each of our repre- ' load of Spotless Snow Leaf from old Shorter sentatives take this mailer up personally with is the kmd 0: back talk I like. We can stand our distributers' representatives and see that a little more of the same sort of sassing. 1 they are supplied with folders. Also request : have told the cashier that you will draw them to leave one with each dealer whom thirty a week after this, and I want you to they call upon, whether they effect a sale or have a nice suit of clothes made and send not. The amount of varnish sent "gratis" the bill to the old man. Get something :hai with a dealer's first order, on this Special won t keep people guessing whether you Offer, is equivalent (0 an extra discount of follow the horses or do buck and w:ng danc 15 per cent, on the initial order. This is an ing for a living. Your taste in clothes seems time to bother wiih the dandruff on your shoulders. And if you wear blue and white striped pants and a red necktie, you will find it difficult 1o get close enough to a deacon to be invited to say grace at his table, even if you never play for anything except coffee or beans Appearances are deceitful, I know, but so long as they are, there's nothing like having them deceive for us instead of against us. I've seen a len-cent shave and a five-cent shine get a thousand-dollar job, and a cigar ette and a pint of champagne knock the bottom out of a million-dollar pork corner. Four or five years This offer is open only until June 1st, 1903, Special Offer to Dealers on ago little Jim Jackson had the bears in the provision, pit a JS 3 i S St! ^3 i CO . - > 3 TJ gr New Era Architectural Varnishes VALUE $25'With an order Ne t , we will send GRATIS, 4 *** j No. 1 Coach or t ions In i gal. cans. .! It. H. 0. Finish 3.75 $50tor New Era V a r rush eft NET, we will send GRATIS, 9Za,~ ( No. f Coach or Ions in i gal cans . ) It, H. 0, finish 7.50 amounting to d*7/r Ne t . we will send GRATIS, i# galIl"- i( N^0o.| \1 CCooaacchh or r * ^ lor-s in i gal cans. . 1I `L't. H. 0. Finish U.25 Conditions This offer applies only to your fint order for NEW ERA VARNISHES. The order must be sent to your Jobber WITH THIS MOT1CE ATTACHED with the request that Ihe Jobber forward the order and this notice to us. The order must be -filled and shipped by us, direct from factory and charged to YOUR JOBBER. ii c(t. 5 &O 3^ 33 35 O* S j3y ft g CL C/1 i i rocr hibernating and liv ing on their own fat till one morning, the day after he had run the price of mess pork up to twenty dollars and natledit there, some one saw him drink ing a small bottle just before he went on 'Change, and told it round among the brokers on the :- > ' i/> ^5 See Price List and Discount on Last Page. Enter Your Order on Inside ol This Page. X DETROIT, MICH, floor. The bears thought Jim must have had bad S3 JZ news, to be bracing up at that time in opportunity to obtain a spring slock of high- to be lasting longer than the rest of your col the morning, so they perked up and ever grade varnishes, which the dealers are not lege education. You looked like a young lastingly sold the mess pork market down slow in taking advantage of. Sometimes widow who had raised the second crop of through the bottom of the pit to solid earth. Mr. Dealer is not ready to place his order daisies over the deceased when you were There wasn't even a grease spot left of that when a representative of ours or one of our in here last week. corner when they got through. As it hap distributing houses calls upon him, and it is Of course clothes don't make the man, pened, Jim hadn't had any bad news; he desirable to leave a folder with him so that but they make all of him except his hands just took the dnnk because he felt pretty he will have an opportunity to "think it and (ace during bustness hours, and that's good and things were coming his way. over" and send in his order at his leisure. Please note that this offer is open only until June 1st. Before that time there should a pretty considerable area of the human animal. A dirty shirt may hide a pure heart, but It seldom covers a clean skin, If {From " Letters from a Self-VIale Merck^nt tr> Mis Sen, ' by (icotge Hnrre Lonnie* Hy permission of Small, Maynard Sr Co . Publishers, Boston, Mass ) be a stock of New Era High-Grade Varnishes you look as if you had slept in your clothes, in nearly every city and town in your terri- most people will jump to the conclusion that The metal racks are the best ads. we lory. How many more folders can you use you have, and you will never get to know have and should be continued until we can to advantage? them well enough to explain that your head find something betler. G. W. J. smmmmm 0007-SWP-i Plug Hat Competition For March* THOUGHTS Deserving Promotion. April 31. t c j o $ Georgia Bush Hardware Co . Columbus Geo E Watson Co . Colburn. Birks & Co . Indiana Indianapolis Hordwore Co . Chicago Peona Indianapolis Sickels. Preston Nulling Co . Davenport W H.Torbert, Dubuque J W Edgerly & Co . Ottumwa homck. Hess & More, Sioux City Kansas A B WhHingPamt&GlassCo .Topeka Kentucky Mr A R Ke l l y l It is our pleasure to announce that Mr. 1 Th a n k K. General Sa'e, Manager for tlie Jobbing ami Store Ttatle A R Kelly, on the last day of March, took Our representatives will be glad to hear, through special bulletin just published, of the the lourth degree in the Acme Plug Hat appointment of F. R. Dougall to the position Club, with a total of thirty one points, his of General Sales Manager of Jobbing and nearest competitor being some nine points Store Trades. He will take up his new behind him. It is evident that both Granite duties on or about May 1st. and we know Floor Patnt and our own Alf. are not only retaining but increasing thetr popularity with ! that Frank's popularity and ability will gain for him the co-operation and loyalty of all our western friends We are sure Ibat all our other representatives. the members of the club will join us in con- gratulating Mr. Kelly on his unique achieve Congratulations are in order. R M McFailand Robinson Bros & Co , Henderson Louisville Louisiana Parker-Blake Co , L t'd. New Orleans Maryland Carlin & Fulton. Baltimore Massachusetts E &F King & Co,, Boston Minnesota Hackett, Walther, Gates Hdwe Co.. St Paul ment, and we trust it will not be long until he shall have so many comrades in his exalted , Members Acme Plug Hat Gub. position that he will not feel lonesome. Admitted Cuntest Alf. R Kelly..............March i, r^or..Mich. Seat Lead. A. E Barron . ...June 15. xgoi..Neal's Alum En Here is Evidence. | 1 IX Wilson ..........Oct. 1. igoi .'V and I Paint H L Wilson .Nov 1.100c .Liquid Wood Filler Buffalo Gtass Co., Buffalo Sickles & Nutting Co , New York City Burtons & Black C . Syracuse Jno I. Tltompson. Sons & Co , Troy North Carolina Burwell & Dunn Co. Hart-Ward Hdwe Co.. Charlotte Raleigh I always draw my customers' attention to W. C.Neal Dec 1,1901........New Era H G our special offer on varnish, and the follow ing have taken advantage of same * Wil s o n La mb , Franklin. III. Ge r man & Fr e e d ma n , Prtnceville, Jll N. Pa in t e r , Lewistown, 111. H. F. Whitaker . .March t . 1902 .. Davies'V S S A Hunter. ... April 1, iq o o Giamie Floor Paint H P Torrance . June 1.190a .N C. P. and T D ( Highest number H. C. Cater................June r. 1902.. < o( punts foi 1 ( six months. ! h B Sangster .. July 1. too* Utility Varnishes Smith Bros, lldwe. Co , Columbus Norton Paint & Hardware Co , Toledo Oklahoma Territory Alexander Drug Co.. Oklahoma City Oregon W. H. Al l a n , Havana, 111. W P Wiggins ... Sept 1,1903 Master PYrs' Col S W Newell ... .Oct 1, jyo*.... W. and I. Paint In addition to the above, 1 have sold several A. D Hoagg ..........Dec. 3,190a......... New Era A. V. bills without the special offer inducement. F. M. 1 C. Mehlig { Highest number . Dec t , 190a.. < of points, for ( six months James Dougall .... Feb 1.1933....Household Paint Overstock oi Jobbing Goods on Hand. Win Galiie.. . . March r, 1903 . .Davies'V S F E. Beach & Co , Pennsylvania H B Semple & Sons. Moyer^Bros . ardware Co . Co , Phelps-Straw & Co , Portlnd Easton Bloomsburg Hanover Pittsburg Reading Wilkesbanre We still have the following on hand which we would like you lo sell at once, if possible 700 lbs. Reno's Umber Filler. 200 lbs. Powdered Rotten Stone. 10 dozen, 1-inch Specially Brushes. SECOND DEGREE MEMBERS South Carolina Alf R. Kelly..............Sept i, 1901. Master P't'rs' Col Murray Drug Co , H. L Wilson . . .Feb. 1,1902 , Household Paint 1 r\ ___ .... < Neal's FrameK ; Tennessee I D. Wnson............Mayx, 1903 j Neal's B-T Ens. | Frills 81 Wieh! S W Newell .Dec 1,1903.... New Era H G 1 Benedict, Warren & Davidson Co., THIRD DEGREE MEMBERS I Strother Drug Co . Chattanooga Memphis Bristol. We would like you to make a special effort Alf R Kelly . Nov i, jqo..........Davies' L. F. to dispose of the balance of this stock. Please send us some orders. FOURTH DEGREE MEMBERS Alf R. Kelly... . April 1, 1903 Granite Floor Paint Houston Drug Co , Greiner-KeMy Drug Co., Utah Houston Sherman Dallas, Texas, April 1. 1903. Acme White Lead and Color Works, Detroit, Mich. Gentlemen --We wish to compliment you Our General Distributers. California W E. Little Paint Co.. W E. Little Paint Co., Los Angeles San Diego G F. Culroer Sc Bro , Virginia Barker-Jennings Hdwe Co.. Washington Salt Lake City Lynchburg on your Neal's Interior Enamel, Snow White, put up in half-gallon cans, as it is the nicest piece of goods on the market for the price. Yours truly, Ro t h -Ba r k s d a l e De c o r at in g Co . Connecticut J L White. 185 Asylum Street Flortda The S. B Hubbard Co., Tampa Hardware Co. Hartford Jacksonville Tampa Baum&Co,, A. S. Johnson & Co . Spokane Tacoma W eat Virginia The Kanawha Drug Co , Charleston The Williams & Davisson Co., Clarksburg W. H. Chapman & Sons, Wheeling mmmmmnrm Thoughts PUBLISHED WEEKLY BY THE ACME WHITE LEAD AND COLOR WORKS DETROIT, MICH. Devoted to Matters of Interest to Our Representatives. Vo l . IV. DETROIT, MICHIGAN, APRIL 18, 1903. No. 27 CONVERSATION "Old Gorgon Graham/' Pork Packer, Chicago, Writes to His Son Pierrepotit, of Harvard University. Dear Pierrepant*--Yours of the fourth has the right ring, and it says more to the num ber of words used than any letter that I have ever received from you. I remember read ing once that some fellows use language to conceal thought, but it's been my experi ence that a good many more use it instead of thought, A business man's conversation should be regulated by fewer and simpler rules than any other function of the human animal. They are Have something to say. Say it. Stop talking. Beginning before, you know what you want to say and keeping on after you have said it lands a merchant in a lawsuit or the poorhouse, and the first is a short cut to the second. 1 maintain a legal department here, and it costs a lot of money, but it's to keep me from going to law. It's all right when you are calling on a girl or talking with friends alter dinner to run a conversation like a Sunday-school excursion, with stops to pick flowers; but In the office your sentences should be the shortest dis tance possible between periods. Cut out the introduction and the peroration, and stop before you get to secondly. You've got to preach short sermons to catch sinners, and deacons won't believe they need long ones themselves. Give fools the first and women the last word. The meat's always in the middle of the sandwich. Of course, a little butter on either side of it doesn't do any harm if it's intended for a man who likes butter. Remember, too, that 11's easier to look wise than to talk wisdom. Say less than the other fellow and listen more than you talk; for when a man's listening he isn't telling on himself and he's flattering the fellow who is. Give most men a good listener and most women enough note-paper and they'll tell all they know. tFTOin letters from a Self-Made Merchant to His Sou.' by 4'rCorge Horace Lorlmftr Uy permission of Small, NIynard V* co , Publishers, Boston. Mas-, ] The Painter. Leaving Catalogs With the Trade* While we believe all our representatives We are inclined to believe that our repre realize the importance of gaining the interest sentatives, in a general way, do not leave and good will of the painter, especially in our our catalogs with the trade to the extent that line of New Era Paint, we are convinced they should do. You should remember, that in many instances they do not give him when calling upon prospective customers, the attention which his importance, in rela that you are only one of many representa tion to the sale of these goods, demands. tives from paint and varnish houses, from No opportunity should be lost to convince whom they receive visits, each, of course, the practical painter, by practical illustra making more or less strong claims for their tions, of the importance of New Era and the lines. Every visit you make costs Ihe house fact that the use of these goods means to quite a little In the way of cash expenditure. him, not only better quality, but an actual j If, by a little further expenditure, you can saving in cash outlay as compared with the double the effectiveness of your call, the ad purchase of white lead and mixing and tint ditional outlay is certainly a good investment. ing same in the usual manner by hand. The Our catalog for the store trade lines is cer fact that New Era will cover about 20 to 25 tainly complete and attractive, showing, as per cent, more surface Is a big Item with any it does, illustrations of ail of our principal painter who is estimating on a job of work, lines, as well as advertising helps which we especially as the price of New Era per gallon offer, and also samples of the colors. It is a is r.o higher than a white lead paint mixed reference book from which dealers can easily by hand. select sizes and colors, and send an order in Small sample packages of New Era should telligently to the distributer from whom he be carried, from which to make demonstra regutarly purchases. tions to painters whenever possible. Don't Suppose, then, that we arrange these wait for the opportunity of meeting the catalogs so that they can be easily hung painter to occur, but look him up, and make up by our representatives, and also print your own opportunity. Frequently this is the prominently on the front cover, the name of only way in which you can get your hne the distributer in that section. Would it not established. mean that many orders for our goods would Don't forget, also, that we have business be sent to the distributing house, which are cards, sets of sample shades, and are willing not now received because our salesmen fall to at any time to send a book of plates of house leave anything with the dealer to 1 ` back up ' ' designs to interested painters. the talk given, pertaining to our Hne ? We Make friends with the painter, interest him should like an expression from each of our in our line to such an extent that the local representatives regarding this matter, and dealer will be only too glad to carry our perhaps they will have some further sugges goods in stock to fulfill his demand for same. tions to offer that will lend effectiveness. Business edition of Spatters has been received by the trade with open arms. 1 One of the first things, it seems to us, that should be done in building up business m our line is to leave literature that will enable the hear nothing but praise and kind words for trade to become familiar with our line, and Spatters wherever 1 go. One man told me be in position to order goods intelligently. that he would give me an order simply because he considered that a firm who con ducted a business upon the broad minded principles, both towards their customers and their employees that the Acme White Lead and Color Works conducted theirs, were both deserving and entitled to the patronage and Replying to article in Th o u g h t s regarding discontinuing our metal display racks. ] certainly am not in hearty approval of this move. I think they are a good thing. Some dealers, of course, don't take much interest in displaying advertising matter, but the encouragement of all right thinking people, i majority have them hung up in prominent I thanked him very kindly for his kind words, places and refer to them whenever occasion on behalf of the officers of my Company. F. R. D. demands. Don't cut them out. H. A. G. ammmm 0007-SWP-i THOUGHTS April 18. 1905 Neal's Screen Enamels* Mr. J. A. Miller, our agent at Vickeryville, Michigan, feels called upon to say. in consequence of the satisfaction his trade is experiencing with our pure paint, that " New Era" is a comer. This is the season when our representa tives should commence to work hard on this line of goods. There is just about time enough for jobbers and dealers to get the goods in stock before the active demand tor enamel for finishing screens will come. We have an elegant line of goods in these enamels, and by giving it a little special attention, sales can be increased very materially. Glass. Tenn., Feb. 28th, 1903. Acme White Lead and Color Works, Detroit. Mich. Gentlemen.--I want to simply state to you in this letter that \ am a painter and have been using all brands of so-called mixed paints, etc., and have had considerable trouble in using same until here of late. I have been using New Era Paint and will say that it heads anything I have ever worked. You have certainly solved the mixed paint problem. I will continue in the future to use nothing but your brand of mixed paint. 1 have never seen anything brush like it does. For cover ing capacity it leads. Hoping your brand of paint will continue m the future what it is at present, I am, Yours most respectfully. Jo h n H. Rig b y . Members Acme Pfug Hat Club* Vtlinitced Contest Alf R Kelly . M^ch 1. iq a t . Mich. Seal Lead A E Barron ... ..June t$. 19ax..Neal's Alum En. 1 D Wilson ...Oct 1.1901 ..W. and 1 Paint H L Wilson ...Nov 1, xqox..Liquid Wood Filler W C Neal Dec. i, loox New Era H. G H. F. Whitaker . March i, 1902.....Davies' V. S. S A Hunter ...April 1. r^oa.Granite Floor Paint H P. Torrance . . .June x, rqoa .N C. P and T. D H. C Cater ... c Highest number ..June 1,1902 < of points for \ six monihs. F B. Sangster .July 1. igo2.. Utility Varnishes W P Wiggins . Sept 1. 190a Master PVrs'Col S W Newell ... Ocl 1, 1901 . W and I. PainL A. D Hoagg . .Dec 1.1902..........New Era A V C Mehffg r Highest number . . Dec 1, n j .12 J of points for ' six months. .fames Dougall.. .. Feb. 1.190? ...Household Paint Wm Gall!*.. . Muri.h 1,1903.. . Davies V S SECOND DEGREE MEMBERS. Alf R. Kelly . . .Sept. 1901. Master PYrs'Col. H L Wilson. ... Feb 1,1903 . Household Paint I D. Wilson May,.,** j {ft!* "i, S W Newell........ Dec 1.1902. . . New Era H G. THIRD DBGRfcE MEMBhRS Alf R Kelly ... Nov. x, coos.. .. Davies* I. F. FOURTH DEGREE .MEMBfcRj* Alf R Kelly ........ April x,1903 Granite Floor Paint Competition for April is on Neal's Enamels Reading, Pa., Feb. 1st, 1903, Our car of New Era Paint fust to hand and in the nick of time. The demand for New Era since the first of the year has been very large, and for the time of the year simply phenomenal. Wc are m receipt of letters every day, from customers who have handled the goods, speaking in the highest terms of same, and invariably the tetter is accompanied with an order for a spring stock. We are also receiving letters every day from customers who have not handled New Era, stating that they hear so much about the general excellence of the goods and the genera! satisfaction they are giving that they find they have to get under cover and stock them. Ba r d Ha r d w a r e Co . and Neal's BathTub Enamels. . . . Our General Distributee*. California W E Little Pamt Co.. W E. Little Paint Co., Id s Angeles San Diego Connecticut J. L White. x&S Asylum Street. Florida The S. B. Hubbard Co.. Tampa Hardware Co. Jacksonville Tampa Georgia Bush Hardware Co.. Geo. E Watson Co , Colburn, Birks & Co., Indiana Indianapolis Hardware Co.. Chicago Pecna Indiana polls Sickels, Preslon & Nulling C<> . Davenport W H Torbert, Dubuque J W EcJgerly ft Co , Hormck, ness 8c More, Ottumwa Sioux City Kansas A.B Whiting Pninl & Glass Co .Topeka Kentucky R. M. McFarland Robinson Bros. & Co., Louisiana Parker-Rlake Co.. Ltd. Henderson Louisville Maryland Carlin 8c Fulton, Massachusetts E. & F King & Co . Boston Minnesota Hnckett, Wnlther. Gates Hdwe Co , St. Paul Buffalo Glass Co , Buffalo Sickles & Nutting Co., New York City Burhans & Black Co . Syracuse Jno. L. Thompson. Sons & Co , Troy North Carolina Burwell & Dunn Co Hart-Ward Hdwe. Co , Charlotte Raleigh Smith Bros, Hdwe. Co., Columbua Norton Palm ft Hardware Co . Toledo Oklahoma Territory Alexander Drug Co , Oregon F. E. Beach & Co*, Pennsylvania H. B. Semple 8c Sons. Moyer Bros., CT C,, ; 1 Hardware Co. /Lit* I * **Co, Phelps-Straw 8c Co , Oklahoma City Portland Easton Bloomsburg Hanover Pittsburg Reading Wdkesbarre South Carolina Murray Drug Co , Columbia Tennessee Fntts & Wiehl Chattanooga Benedict, Warren & Davidson Co, Memphis Strother Drug Co., Bristol. Houston Drug Co , Greiner-Kelly Drug Co., Houston Sherman Utah G F. Calmer ft Bro.. Salt Lake City Virginia Barker-Jeimlrigs Hdwe Co . Lynchburg Washington Baum & Co,, A. S Johnson ft Co . Spokane Tacoma West Virginia The Kanawha Drug Co , Charleston The Williams ft Davisson Co., Clarksburg W H Chapman & Sons, Wheeling 0007-SWP-000128267 Thoughts PL/BLISHEU WEEKLY BY THE ACME WHITE LEAD AND COLOR WORKS DETROIT,. MICH. Devoted to Matters of Interest to Our Representatives. VOL. IV DETROIT, MICHIGAN, APRIL 25, 1903- NO. 28 Spring Sellers* While our line of Rapid Sellers are fast sellers all the year round, they arc especially so at this season, and for this reason cur representatives should concentrate upon them more strongly, if possible, than at any other time. Warm, pleasant weather means good roads, and good roads always mean an active demand for Carriage Paint and Top Dressing. Impress the dealers upon whom you call with this fact, and convince them, if they are not already convinced, that Neal's Carnage Paint is absolutely the best article of its kind upon the market. Explain that we make the goods from the ground up. including colors and varnishes, and are m position to give better value than can be offered in any competing brand; that we are -4be..oeigmtttcrs of this Iir>e of goods in cole*? and have made a special study af their manufacture. Tell them that there is no chance for complaints arising from the use of Neal's Carriage Paints; that they are the kind that will win and maintain the confi dence of the consumer. Don't forget, also, to stale that the varnish used in Neal's Carriage Paints is made specially to stand the exposure to which it must be subjected, that the black is the blackest that can be made; that the colors are Ihe richest, clearest and handsomest offered. There is only one "Old Original" line of carriage paint, and to-day it holds Its position in the van cf the procession as it always has done. Neal's Carnage Top Dressing is adapted for either leather or rubber tops. The goods are elastic, will stand the hardest exposure, and lend life, softness and elasticity to surfaces upon which they are applied. It isn't a question now-a-days of a consumer being unable, on account of expense, to have a fine appearing vehicle. Anybody can apply Neal's Carriage Paint and Neal's Carriage Top Dressing, and the young man who drives his best girl to church every Sunday is in position to spott a rig that will do him credit, and at a cost that he can well afford. It is house-cleaning time particularly, however, that brings on the demand for our goods with a rush. When the housewife makes up her mind to drive away the dirt and smoke stains of winter, she immediately discovers, after the washing and scrubbing have been done, that the floors are in bad shape, some of the furniture needs touching up, that the woodwork is marred and dingy, and a tbousand-and-one things about the house fail to satisfy her critical eye. She cannot afford to go to the expense of con tracting to have all these things properly fixed up. Naturally, therefore, our Neal's Enamels. Neal's Bath-Tub Enamel, Davies' Varnish Stains. Davies' Varno-Floor-Stains, Mazolene, Varnotile, Screen Enamel, Acme Household Paint, Granite Floor Paint, etc., appeal to her. especially as she can apply them herself, or her husband will do it for her. Get every argument on each line of our specialties " down pat " and urge them upon the dealer with redoubled energy. You yourself are absolutely convinced that he can make no mistake in placing our lines of goods upon his shelves. Impart your own enthusiasm, conviction and confidence in the line to him. Make him feel that it would be a mistake to fail to stock them m a sufficient quantity to meet the demands of his customers at house-cleaning time. Show him our line of advertising matter. Tell him how to display it and what it means in the way of bringing custom. Give him some pointers on ihe way to build business in goods of this description. You must have plenty of them at your command. If you didn't originate the ideas, you certainly have studied the results ob tained by enterprising dealers, and are therefore in position to give good advice to that dealer who may not have fully appreci ated possibilities In the way of building business if it was done in the right way There is really no excuse for not selling the Rapid Seller line of specialties. We don't mean by this just one or two cf the lines that you may think are the easiest to sell, but the entire line. They all have distinct uses, and there is a place for the majority of them in every dealer's stock. Don't confine yourselves principally to push ing New Era. Get after our Specialties and get after them hard. You have quality, good advertising, and an active demand to assist yor in making" sales. What more can you ask for? We feel it Is up to our representatives to make a record on these Specialties that will make the sales of previous years look decidedly small in com parison. ``Take Hold and Lift," Spatters. The current Issue of Spatters fs being mailed to-day. Look it over carefully. If you don't find anything there that pertains particularly to the trade in your territory, such as, for instance, an illustration of an especially good window display of one of your customers, don't blame the editors for leaving you out in the ccld. Recall the fact that we asked you to act as a reporter and to send us items that would be of interest to readers of Spatters. We are glad to pub lish them, and invite all suggestions that will help make this publication of the greatest use to our customers and ourselves. Discontinuing Sending Out Display Racks. Replying to question as to whether we shall continue putting out metal display racks, 1 find my customers using them to good advantage, and think they are a first- class ad. One of my customers told me that he always calls attention to the high class of work the goods produce, by showing them the racks. J. D. 0007-SWP-000128268 THOUGHTS April 2: [(>03 THOROUGHNESS. but they should not enlarge upon this feature Our General Distributers. "Old Gorgon Graham,,f Pork Packer, Chicago, Writes to His Son Pierrepont. You've got to believe that the Lord made the first hog with the Graham brand burned to the extent that they have been doing A half-dozen instances have occurred lately where ordinary business mail matter or ex pense books have been held up through the absence of some one from the office. This California \V. E Little Paint Co , \V. E. Little Paint C<j .. Connecticut J L White. 18^ Asylum Street. Los Angeles San Diego in the skin, and that the drove which rushed down a steep place was packed by a com petitor. You've got to know your goods from A to Izzard, from snout to tall, on the hoof and in the can. You've got to know 'em like a young mother knows baby talk, and to be as proud of 'em as the young father of a twelve-pound boy, without really think ing that you're stretching it four pounds. You've got to believe in yourself and make your buyers take stock in you at par and accrued interest. You've got to have the is decidedly unbusinesslike and should be stopped at once. If you want to take the precaution of putting someone's name at the head of your letter there is no objection to that. The clerk who opens and distributes the mail understands very well to which departments mail matter is to be referred. Those Davies' Vamo-Ffoor-Stam Sample Boards. Our representatives report to us that these sample boards are the finest things imaginable Florida The S B Hubbard Co., Tampa Hardware Co. JacicsonviUe l'ampa Georgia Bush Hardware Co , Illinois Geo E. Watson Co , Colburn. Rirkc& Cn . Chicago Peona Indiana Indianapolis Hardware Co.. Indianapolis Iowa Sickels, Preston Nu'ting Co . Davenport W H Torbert, Dubuque J W Edgerly & Co . Ottumwa Hornick. Hess & More. Sruux City scent of a bloodhound for an order, and the for interesting the average dealer in our line. Kansas gnp of a bulldog on a customer. You've 1 The board, which is a small piece of maple A. B. Whiting Paint&GLss Co .Topeka got to feel the same personal solicitude over ( with the surface divided into sections, each a bill of goods that strays off to a competitor section showing a different color, indicates as a parson over a backslider, and hold clearly and beyond the possibility of dispute, special services to bring tt back into rhefold. the various finishes that can be obtained on Kentucky R M McFarland Robinson Bros. & Co , Louisiana Parker-Bfake Co . L t d. Henderson Louisville New Orleans You've got to get up every morning with one piece of wood by the use of Davies* Maryland determination if you're going to bed with Varno Floor-Stain. Carlin & Fulton. satisfaction. You've got to eat hog. thmk We feei that if our representatives and the Massachusetts hog. dream hog--in short, go the whole hog if you're going to win out m the pork-pack ing business. trade knew as much about these goods as we do ourselves, the line would be accepted with the confidence and energy that its E fit F. King & Co , Minnesota Hacked. Walther. Gates Hdwe Co . That's a pretty liberal receipt. I know, but it's intended for a fellow who wants to make a good-sized pie. And the only thing you ever find in pastry that you don't put in your superior men! warrants. There >s nothing left out in the making of these goods that will tend in any way to secure the very best results. The varnish Is of a high-grade New York Buffalo Glass Co.. Buffalo Sickles & Nutting Co , Burhans &. Black Co , New York City Syracuse Jno L. Thompson, Sons & Co , Troy self is flies. j From Letters from a Self Made Merchant to ]|,s Son," Uy Geortre Horace [.owner Jijr permission of Small. viavnard A. Co , P.il>hshr, Boston, Mast ] Points on Varnish, We recently sent you a printed circular covering "Points on Varnish." which we would suggest your noting carefully, and fasten into your catalog where you can re tain same conveniently for future reference. You will frequently find the suggestions and explanations contained in that circular of great assistance to you m adjusting com plaints and giving advice to consumers. Do not throw it away but put it where you can quality, extremely tough, elastic and dur North Carolina able It will admit of being rubbed and Burwell & Dunn Co Hart-Ward Hdwe Co . polished. The colors are clear and correct, Ohio and will not fade. The goods are of the Smith Bros. Hdwe Co., right consistency and work freely. We know Norton Paint & Hardware Co , that if each of our representatives carried Oklahoma Territory Alexander Drug Co., one of those small sample cans with brush attached, and made it a point to demonstrate Oregon what the goods would aclually do, that the F. E Beach & Co , Pennsylvania sales would be very much enlarged. One of ' H B. Semple Sc Sons our salesmen tells us that this is the method Moyer Bros , he has adopted, and with nine out of every ten dealers to whom he has shown the line, he has succeeded in placing the goods. This should be sufficient evidence to warrant some ardwere Co . -0 Phelps-Straw & Co , South Carolina Murray Drug Co , Charlotte Raleigh Columbus Toledo Oklahoma City Easton Bloomsburg Hanover Pittsburg Reading Wilkesbarre find it when wanted of our other representatives requesting the Tennessee Personal Letters. There is a tendency on the part of our men cans so that they can do likewise. We strongly recommend that those who have not secured them, do so without delay. Fritls & Wiehl Benedict. Warren & Davidson Co . Strother Drug Co , Chattanooga Memphis Bristol. to send letters under personal cover to various officers and heads of departments, Leaving Catalogs with Merchants. Texas Houston Drug Co , Greiner-Kelly Drug Co , Houston 5herman and m many instances, those letters contain I think this a move in the right direction. Utah orders, expense books, or letters that are not A catalog that can be hung up m a con- G F Culmer& Bro., Salt Like City 0/ a personal nalure in aay sense of the I Yemeni place in the office of a merchant Virginia word. We wish thi3 practice discontinued, as it involves delays and other entangle ments which are very annoying tc us. will give our goods the preference in many instances when they are ordering paints and varnishes from the jobber, and if you have Barker-Jenmngs Hdwe Co . Washington Baum & Co,, A. S. Johnson & G;. Lynchburg Spokane Tacoma We believe our men understand what one to hang up for them when you call, it W est Virginia might be considered strictly private cor is likely to do more good than when you respondence with the heads of the concern. mail it. A. D. H. The Kanawha Drug Co , Charleston The Williams 8t Davisson Co., Clarksburg W H Chapman & Sons, Wheeling smmFiw Thoughts PUBLISHED WEEKLY BY THE ACME WHITE LEAD AND COLOR WORKS DETROIT, MICH. t VOL. IV. Devoted to Matters of Interest to Our Representatives DETROIT, MICHIGAN, MAY 2, 1903. NO. 29 Advertising Helps For Acme Agents. 1 special attention called to some particular The building of business is only com ! bargain that may be secured, is about all menced when the repiesentative secures that usually appears. He can not afford, an order from the on account cf the variety of items that he dealer. His respon must advertise, to have special designs and sibility and the. re* expensive illustrations made with which to sponsibilty of the attract the attention of the readers of the house does not cease papers in which he advertises. at that stage of the Hew Era Faint *w u eiMiue Fct MwmM? impaamt aWd InNUtkEprapkMreKrei Die at ibe IfeMan u h i wNc* k game. We believe that the most effective method of building business is to stand back of our agents, first of all with goods of good quality that they can recommend strongly, and that are adapted to gam the confidence of the con sumer, with the resulting effect of having him continue to use the goods because he is perfectly satisfied. A dealer may have the best goods it is possible to make, but, if he is the only one that knows it. business m the line is not apt to be built very rapidly We have, as our representatives fully understand, provided quite a variety of ad vertising helps to direct consumers' attention The illustrations shown herewith represent a part only of the new series that we have prepared for " New Era*' and our principal Specialties. These announcements are made to occupy four inches of space m a single to the virtues of our various lines of house hold specialties, but we particularly direct their attention to reproductions of newspaper advertisements shown herein, and which we consider an excellent method of assisting the dealer in stimulating the demand for our goods. The average merchant contracts for a cer tain amount of space m one or more of his local papers. It is generally a difficult problem for him to Vanish Stains caa mat. eld IsVss etun wants t.s ril kiM* 1 liV,, iumSur* iMk u (m4 sr Mmr Uh H bn. bsndMiM *nlw>r .1 .Mia atteniiit u mabepny sMry. *-*;*t Mb Yw ta* a* K yturoWI Cma* MijratNDt tlattvMftttUrt Aq d c Wagot mi Implement Faint write advertisements that he feels will bring the best re turns. and a natural result is that his name and address, with a general state ment that he handles hardware, drugs and column. The designs are striking, and the reading matter embodies strong but brief and readable arguments in favor of our goods. It would cost a dealer quite a number of dollars to prepare any one of these announce ments. In offering to furnish stereotype paints, with, perhaps, plates of these advertisements, we are pro viding him, without charge, with effective material for his advertising space, and saving him the trouble and annoyance of preparing his own ads. There is a series of these announce ments for each line. We are now prepar ing a little booklet showing all of these, which we shall be In position to send out in the course of the mutras Hew Eta Paint next week or ten days We are inclined to believe that ail of our representatives do not make the most of this feature of our advertising work. Do not overlook the fact that the majority of dealers using advertising space are very glad to secure plates of this kind, and especially at this season of the year, particularly if they can get them without any expense. And do not forget either that the use of several of these advertisements during the season by your agents means that there is a force continually at work, promoting sales of your goods, Introducing them into homes where they would not have otherwise been used, and of establishing customers who will re quest them regularly in the future. This means that the dealer will be well satisfied with the sales, less apt to listen to argu ments on competing lines which he knows cannot be any better than ours, and makes it easier for you and for our jobbers* sales men to secure orders. Remember, how ever, that we cannot afford to pay for the space as well as to furnish the plates. We are willing to furnish as many ad vertising plates as a dealer can use to advantage, but this is as much as we feel we should be called upon to do. mmmw 0007-SWP-i i THOUGHTS May . Well Donet Mr. Cater* window displays of Acme goods. We don't Our General Distributers. ''Tiling done by halves are never done right.'' want them just for fun, but for an advertise Concerning Howard & Morrow, Pittsfield, ment. We believe that the more practical Mass. In regard to my giving them three suggestions of this kind that we can make to days this week, will say, that I consider my our dealers, the greater will be the sale of our time well spent. goods. The publication of ideas of this kind California W. E. Little Paint Co., W. E. Little Paint Co , Connecticut J L White. 183 Asylum Street. Los Angeles Sf.n Diego Hartford They carry on an agricultural business, j is helpful to our dealers, to our representa Florida and at this time cf the year they are very j tives, and to ourselves. busy with their seeds, and have no time for ! We suppose thal each of you have in anything else. In fact, l unpacked their ! tended to secure photographs of these dis goods, dressed their window, put the re- plays--but didn't do it. This is what several mainder of the goods on the shelves, all of our representatives have told us. alone, and did not have a particle of assist- j If a few of our representatives would stop The S B. Hubbard Co., Tampa Hardware Co Georgia Bush Hardware Co , Illinois Geo E Watson Co , Colburn. Birks & Co , Jacksonville Tampa Columbus Chicago Peona ance. I went right down there and put on r intending andsecure the services of aphotog- Indiana overalls and sailed into it. It reminded me * rapher and actually secure a picture of a Indianapolis Hardware Co . Indianapolis very much of my getting my first start m ! particularly good window display, we will our factory six >ears ago. but l had not j have something to show up in Spatters^ of forgotten how to handle the goods. I sold which we can be proud, and that will be of for them, as you will note by order to King j interest and assistance to its readers. "Take 8c Co., ] Hold and Lift." Iowa Sickels. Preston & Netting Co Davenport W H Torbert. Dubuque J W Edgerly & Co , Ottumwa Horrnck, Hess & More, Sioux City Kansas A B Whiting Paint & Glass Co .Topeka 12 gallons of Vamotile, Leaving Catalogs With Merchants* Several small cans of Specialties, and 12 gallons of No. 12 New Era I think this is a very good idea. Did not know we had catalogs to leave with the during my three days there, and they were trade, 1 have been gathering all Ihe Rapid- very much pleased. Seller Booklets I couid get hold of at Jobbers' Their clerks are all very anxious and will stores and leaving them, with a supply of now "Take Hold and Lift." and Mr Morrow literature and sample cards, wherever l am thanked me for helping him out the way I able to interest a man at all, and on my re did and assured me that he would sell lots of turn, in many cases, l find some of our our paint. goods ordered through the jobber. I can I toolc Mr. Dean, of King & Co . down use at least one hundred. Send them to and introduced him, and he will see them j Topeka, care of A. B. Whiting. every two weeks They are on the main j G. W. J. street, right in the centre of the business l Kentucky R, M McFarland Robinson Bros. 8c Co , Louisiana Parker-Blake Co . L t'd. Henderson Louisville New Orleans Maryland Carlin & Fulton. Baltimore Massachusetts E & F King & Co, Boston Minnesota Hackett. Walther, Gale*. Hdwe Co , St Paul New York Buffalo Glass Co , Buffalo Sickles & Nutting Co , New York City Burhans & Black Co , Syracuse Jno. L. Thompson, Sons & Co , Troy portion, and have an elegant show window, which I had photographed and will send to y ou as soon as I receive it, so that you can put it in either Th o u g h t s or Spatters. In regard to the list of names they sent you, you will note some for Lenox and other small towns around Pittsfield They have a large trade in these towns on agricultural implements and seeds, and will also sell lots of paint rn them. Their window is attracting lots of attention and i must tell you of a little incident that occurred. I went out on the sidewalk to see how it looked, arid there were two women looking in the window. One of (hem satdto the other The article in Th o u g h t s of April 18th, re garding leaving catalogs with the dealer whom the salesmen call on, is a good one. In my opinion, leaving these catalogs with a string so they can be hung up and leaving one with each dealer called on, would result to the Acme Go's, advantage. C. F. M. North Carolina Rurvell & Dunn Co. Han-Warc Howe Co . Charlotte Raleigh Ohio Smith Bros Hdwe Co , Columbus Norton Paint & Hardware Co.. Toledo Oklahoma Territory Alexander Drug Co . Oklahoma City Oregon Davies* Varno-Floor-Stain. J quite agree with you that the sample boards you sent out to the traveling men are F E Beach & Co , Pennsylvania H B. Semple & Sons. Moyer^Bros . _ little beauties and I have managed to sell nrdwnre Co lots of Varno-Floor-Stain with It. 1 regret ] Phelps-Straw &. Co , to note, however, that the show cards sent 1 South Carolina ou( with the goods are entirely different and ; Murray Drug Co , 1 wish to state that m my opinion it is a mis Tennessee Portl nd Easton Blnotnsburg Hanover Pittsburg Reading Wilkesbarre Columbia "Oh! look, there is Neal's Enamels." 1 consider the account the best one we have m New England, and time will prove it. H. C C 'Window Displays. We are coming to the conclusion that our take. Many of my trade have asked that I send them a board just like l carry, and if you had adopted it generally In place of the one you have gotten up, I think it would have been more effective. A. D. H. Discontinuing Sending Out Display Racks. Frit*.s & Wiehl Benedict. Warren & Davidson Co . Strother Drug Co , Texas Houston Drug Co , Gre.ner-Kelly Drug Co.. Utah G F. Calmer & Bro , Chattanooga Memphis Bristol. Houston Sherman Salt Lake City representatives are mighty poor reporters Never drop a good class of ads. like the Virginia and editors, and unless we note an immedi Display Racks, that the merchants appreci Barker-Jennlngs Hdwe Co , Lynchburg ate and decided change fcr Ihe better m the ` ate as they do by giving them a prominent character of their work, we shall 4` fire the place in their stores. They are ever present whole bunch" from the editorial staff of silent salesmen, and it is difficult to say Spa iters. ; what the loss would be if discontinued. We want some photographs of first-class | A. D. H. Washington Baum & Co,, A. S. Johnson & Co . Spokane Tacoma West Virginia The Kanawha Drug Co . Charleston The Williams & Davisson Co., Clarksburg W. H. Chapman & Sons, Wheeling mmmw t 0007-SWP-000128271 Thoughts PUBLISHED WEEKLY BY THE ACME WHITE LEAD AND COLOR WORKS DETROIT, MICH. Devoted to Matters of Interest to Our Reprfsentattves VOL. (V. DETROIT, MICHIGAN, MAY 9, 1903. NO. 30 MANAGING MEN. a man who is feared to his face is haled to hustle for business to make his seventh behind his back A competent boss can letter interesting. "Old Gorgon Graham/' Pork Packer, move among his men without having to Right here ( want to repeat that in keep Chicago, Writes to His Son Pierrepont, | draw an imaginary line between them, ing track of others and their faults it's very, Consider carefully before you say a hard 1 because they will see the real one if it very important that you shouldn't lose sight word to a man, but never let a chance to ex ists. of your own. Authority swells up some say a good one go by. Praise judiciously Besides keeping in touch with your office fellows so that they can't see their corns; bestowed is money invested. | men, you warn to feel your salesmen all the but a wise man tries to cure his own while Never learn anything about remembenr.g not to tread on his your men except from themselves A good manager needs no detect ives, and the fellow who can't read human nature can't manage it. The phonograph records of a New Era Grade Prepared Paint IT! PUR* PAINT--CVKRV ATOM OF IT neighbor's (Fioro " lottos Sswo a Self-Made Merchant tn His Son. ' l:> Oaorsr* Horace Lornner l.y permission of Small, Maynard & Co, Publish ers, Boston, Miss) It would be a good idea if our fellow's character are lined in his representatives and our distribu face, and a man's days tell the secrects of his nights. SUPPLEMENTAL COLORS ters' representatives would cut out the accompanying "New Era" Be slow to hire and quick to colors and paste same in their f.re. The time to discover incom catalog. These colors are win patibility of temper and curl papers is before the marriage MEADOW GREEN ners every time. Keep them before the eyes of your customers ceremony. But when you find that yoj've lined the wrong man, 130 and you will see them going like hot cakes. No. 131 Is a dandy you can't get rid of him too quick or store fronts, No. 130 makes Pay him an extra month, but a very popular trimming color, don't lei him stay another day. A discharged clerk in the office is OTTOMAN RED and for the porches of summer hotels. No 132 can't be beat. like a splinter in the thumb--a centre ol soreness. There are no exceptions to this rule, because Arrangement of Paint Stock and Advertising Matter. there are no exceptions to human I stepped into the warehouse of nature. Never threaten, because a threat is a promise to pay that it isn't always convenient to meet, SLATE COLOR 132 W. H. Torbert, our distributer tn Dubuque. Iowa, and wish to say that it is the best kept paint stock I have ever seen, especially the but if you don't make it good it system ol handling our advertising hurts your credit. Save a threat till you're ready to act, and then X Hitter la price than other colors shown matter. Mr. F. Clark, the stock man, has had shelving made and you won't need it. In all your partitioned off and has a pigeon dealing, remember that to-day is your opportunity, tc-morrow MADb By Th e De t r o it . Mic h . hole for each hanger and sample card we have All hangers are some other fellow's. kept bottom side up to prevent Keep close to your men. When Color, Point and Vamlsb Manufacturer* their getting dusty, etc., all racks, a fellow's sillir.g on the top of a hangers, sample cards, etc., are mountain he's in a mighty digni kept in the same rotation as we fied and exalted position, but if he's gazing time. Send each of them a letter every Hs: them. Mr Clark seems to know that at the clouds, he's missing a heap of inter day so that they won't forget that we are advertising costs money, and I guess he esting and important doings down in the making goods for which we need orders, does know, as Mr Torbert manufactured valley. Never lose your dignity, of course, and insist on their sending you a lme every paints for a time and the old factory is now but tie it up in all the red tape you can find day. whether they have anything to say the Acme paint warehouse. Mr. Clark around the office, and tuck it away in the or not. When a fellow has to write in six deserves credit for his system of keeping safe. times a week to the house, he uses up his stock and advertising matter. It's easy for a boss to awe his clerks, but explanations mighty fast, and he's pretty apt H. H. H. mmtmw 0007-SWP-00012827 THOUGHTS Ma> g 1003 Mr. Dougall's Successor. itself. It isn't to be compared with the other brands that have water and benzine in, A Second Degree Member. We put it on over twenty (20) houses last year, and eleven (II) so far this year. Say, we have them all talking about " New Era." Smith Bros.' Hardware man was just in, and, of course, sells the hardware store here a good deal of hardware, and say, don't you know that the hardware merchant wanted to buy some "New Era," but, of course, he couldn't get it. Smith's man let him down just as easy as he could. I received your valuable journal the other h R IlOAC, day and 1 saw that you had a very nice road Mr E R. Hoag has been chosen to take over the territory and duties .ately handled by Mr. F. R Dougall. All of our men and a great many of our distributer's salesmen know Ed. His friends always enjoy hearing him sing " Mr. Dooley " in his own inimit able way, and when it comes to singing the praises of New Era Paint and other products you bet he is a daisy. Ed. will make a sign. Now, there are four (4) roads lead ing into our town, and I would like to have one for each road. I will plant two posts and put them on. It will do you good, and my self also. You might send me some books " How to Paint Your House" and anything else that will help sell " New Era." Yours for business.. record in his new territory to be proud of, [ Ge o . A. St a k e r . and is just the man for the place. His ! friends will all be g.ad to hear of his success, Competition for May. H.C Ca t b r Mr. H. C. Cater is a second degree mem ber of the Acme Plug Hat Club, having won the competition for April on Neal's Enamel and Neal's Bath-Tub Enamel, with 52 points to his credit. He will undoubtedly wear his watch fob with the same dignity he now wears his silk hat. Congratulations Mr. Cater. _______ Danbury, Conn , May 4. 1903. Gentlemen:--Would like to say in regard to your paint, that it goes ahead of any paint Davies' VarnoFloor-Stain. i that 1 have ever used. The house I painted with it looks fine and everybody is praising it. 1 would like to take the agency for the town of Danbury, Conn, Will you kindly send color cards, price list, catalog, etc., etc. Hoping to hear from you in the near future, I remain. Respectfully yours, Ch a s . J. St o k e . Members Acme Plug Hat Club. AdiintleJ Contest It may not have been thoroughly under stood that our Ground Color, put out m con Comoetmon for May is now on, and Neal's 1 Carriage Paint and Neal's Carriage Top Alf R Kelly. .March j , 1901..Mich Seal Lead A E Barron . . .June 15. 3901..Neal's Alum En. 1 D Wilson . . Oct 1.1901 ,,W. and I Paint Dressing are the goods this month. This is ; H L Wilson Nov t. iot .Liquid Wood Filler nection with our Davies' Varno-Floor-Stain, is offered by us as an under coat to be used in connection with the different Stains. The object is to have a uniform Priming Coat, that will cover up old paint or badly dis colored floors, and will leave a surface in the time of the year for a ready sale on these lines. "Take Hold and Lift." W C Neni . Dec 1. iq o i.... New Eta H.G H. F Whitaker .. March 1,190a. ... Davies'V. S S A Hunter ..April 1. 190a Granite Boor Paint H P. Torrance .. .June r, 190* N C. P and T. D. H C Cater f Highest number .....June 1, rgo?.. < of points for t six months. F- B Sangster.. . July 1,190a. .Utility Varnishes. such a condition that upon applying the W P Wiggins Sept 1,190* Master P't'is'Col. Davies' Varno-Floor-Stains you will get the effect desired. Be sure and get your dealer to put in a stock of Ground Color with every stock of Davies' Varno-Floor-Stain >ou sell, S W Newell . . Oct i, >902.., .W. and I Paint A. D Hoagg..........Dec. i, 190a.... NewEraA.V. C Mehhg t Highest number .... Dec r, 190* * of points for l six months James Dougall........ Feb 1. tgo*. ...Household Paint Wm Gallie................ March 1.1903. Davies'V S A Very Gratifying Testimonial. SECOND DEGREE MEMBERS. Bremen, Ohio, May 5, 1903. Acme White Lead and Color Works, Detroit, Mich. Gentlemen --just a little, reminder to let you know that we are at the front with ' * New Era," and so far ahead that our competitors Af R Kelly . . Sept c, 1901 Master P't'js' Col. Woodruff, S. C., April 16, 1903 H L Wilson............let 1,1902 ...Household Paint ' > D Wiison .May,W*. | |Tln,. Verifying your claims, the undersigned , S W Newell..........Dec t. vyys. .. New Bra H G wishes to frankly say that " New Era" goes farther, and is the best paint [ ever used. [ HCO<e,.. . expect to have a prosperous year and wish THIRD DECREE MEMBERS. (well, we haven't any) will never catch us. Yes. there are four other brands of paint m our town, but " New Era" is m a class by you good luck. Very respectfully, 0. E. We s t mo r e l an d . Af R Kelly .... Nov. 1,190*.... Davies' L. F. l-OURTK DEGREE MEMBERS Alf. R Kelly............ April x. 190^ Granite Floor Paint mmtmm Thoughts PUBUSHED WEEKLY BY THE ACME WHITE LEAD AND COLOR WORKS DETROIT, MICH. Devoted to Matters of Interest to Our Representatives. VOL. IV. DETROIT, MICHIGAN, MAY 16, 1903- NO. 31 A Lesson In Humility to escape attention when he worked around feeling mighty proud and scored, but at that 1 never see one of these fellows swelling to our class. For ten minutes I'd been 1 couldn't help glancing up to see the other around with fheir petty larceny pride that busting for him to ask me to recite a verse boys admire me. But the first person my I don't think of a little experience of mine of the lesson, and when he did, I simply cut eye lit on was your grandma, standing in when I was a boy. An o';d fellow caught loose and recited ihe whole chapter and the back of the room, where she had stopped me lifting a walerme.cn in his patch, one threw m the Ten Commandments for good for a moment on her way up to church, and afternoon, and instead of cuffing me and measure. It sort of da2ed the Doc, because glaring at me in a mighty unpleasant way. letting me go, as I had expected if I got 1 he had come to me for information about '`Tell 'em, John," she said right out loud, caught, he led me heme by the ear to my ! the Old Testament before, and we'd never before everybody. ma, and told her what 1 had There was no way to run, been up to. Your grandma had been raised on the old fashioned plan, and she had never heard of these new-fangled Iheones of reasoning gently with a child till its under Up begins to stick out and its eyes to fill with tears as it sees the error of its ways. She fetched the tears all right, but she did It with a Push Davies' Varno-Floor-Stain. ,4-PAlYIES? \ We are send ing to each, of our representa tives a sample can of Davies' V arno-FloorSt ain. Give your dealer and <fr* DAY1ES.' . for the Elder had hold of my hand, and there was no place to hide, though 1 reckon I could have crawled into a rat hole. So, to gain time, 1 blurted out: "Tell 'em what,mam?" `Tell 'em how you come to have your lesson so nice." I learned to hate notoriety right then and there, but I trunk strap or a slipper. And your grandma was a pretty substantial woman. Nothing of the tootsey* wootsey about her foot, and nothing of the airy-fairy trifle about her slipper. When she was through l knew that I'd been licked-- polished right off to a point and then she sent me to my painters a practi cal illustration of the beautiful tone of our goods, of the exceptionally fine flowing qualities, good body and altogether desirability of our goods as compared to other makes. One of our sales men has been very successful in placing Davies' VarnoFloor-Stain ; carries one of these sample cans, and shows our goods up, right on other manufacturers sample boards of same knew there was no switch ing her off on to the weather when she wanted to talk religion. So l shut my eyes and let it come, though it caught on my palate once or twice on the way out. 44 Hooked a watermelon, mam." There wasn't any need room and told me not to class of goods. for further particulars with poke my nose out of it till 1 coulc recite the Ten Com* mandments and the Sunday School lesson by heart. frVNW? M Whenever he has had the op- portu'?ity,of that crowd, and they simply howled. Ma led me up to our pew, allowing that she'd tend to me Monday for dis There was a whole gracing her in public that chapler of it, and an Old way--and she did. Testament chapter at that, make a customer. That was a twelve-grain but I laid right into it be cause t knew ma and supper was only two hours off. 1 The goods speak for themselves. dose, without any sugar coat, but it sweat more cant and false pride out of can repeat that chapter my system than 1 could still, forward and backward, without missing | got much beyond, And Ahab begat Jahab, a word or stopping to catch my breath. ; or words to that effect. But when he got Every now and then old Doc Hoover used I over the shock he made me stand right up to come into the Sunday School room and , before the whole school and do it again. scare the scholars into fits by going around | Patted me on the head and said I was 44 an from class to class and asking questions. honor to my parents and an example to my That next Sunday, for the first time, I was playmates." glad to see him happen in, and 1 didn't try j I had been looking down all the time get back into it for the next twenty years I learned right there how to be humble, which is a heap more important than knowing how to be proud. There are mighty few men that need any lessons in that. [Froin "Letters, from a Self Made Merchant to His Son,by George Horace Lonmer Ky [wrmissHm of Small, Maynard Si Co , I'ul`hshets, Boston, Msh ) 0007-SWP-000128274 THOUGHTS May i6.1903 Ought to be Higher. in giving talking points on New Era why do ycu figure ICO lbs. White Lead at $5.25 when the price to-day to dealers is $6 50 all over the United States^ 1 think it ought to be figured at $7.25. H. H H. He Sells Lots of Acme Goods, promise to give the paint a fair trial and that I will see him on my return trip and m this way secure his co-operation and report to dealer. In this way I get painters to try our paint and overcome white lead and oil, then I will be able to land dealer and our success is assured C. M. Better Than Other Brands* Leaving Catalogs with Trade* Mr G W. Wesley, Lapeer, Mich., put one coat of New Era Outside White on a house he is repairing, and he is very much pleased and says one coal looked belter than two Regarding article in Th o u g h t s on leaving catalogs with the trade, will beg to say: I First: Leaving catalogs with the trade who will ask for same and you feel they will coats of another brand I sold him two years keep same for reference, it is a good thing. ago W W. but let me ask you, how many of ihe general run of the trade will consider the cost of Special Varnish Offer. same and keep it? Not very many I find. I think this is one cf the best thought out At least that has been my experience. As a plans our Company has ever gotten out. It has done more for me to secure new varnish business, as l have been able to secure at least a hundredfold more trade than before, and I hope that our house will extend the offer during the remainder of the year, as there are a great many customers in my territory who are loaded with varnish, but 1 will be able to land them later. 1 would suggest that our Company think the matter over and extend the time, so we may make just as The above cut is a very good photo of one of the Logan-Gregg Hardware Company's salesmen, who is selling large quantities of New Era Paint, New Era Varnishes and Acme Rapid Selling Specialties in Western Pennsylvania. The Logan-Gregg Hardware Company is our distributer for Western Pennsylvania and & portion of Eastern Ohio, and is handling large consignment of our products. rule I find catalogs, left the trade by other salesmen, laying around on .the counter where anyone can carry them away, as 1 myself have done time and time again, to send into the factory. I, of course, do not know the cost of our catalog, but it looks to me like an expensive advertisement, for as a rule a salesman calls on, say, three customers a day, that would mean eighteen or twenty per week. 1 think the only proper way is io have favorable a showing this fall as for the with you five or six, then when a man asks spring trade. C. M. Davies' Varno-Floor-Slain Samples. 1 for same, gne it to him, and as a rule he 1 think the maple noard showing samples will keep it. D. D. When a salesman establishes his line with a dandy, and I think they are what ought to a good hustling merchant in a thriving town, be sent to all dealers. They show up to a In regard to the paint inquir} from F. C. would it not be a good Idea for him to adver better advantage than the hanger. Invari HamJm of Colensburg, Clarion County, Pa.: tise this fact to as great an extent as possible ably when l am showing up Davies' Varnoamong his other customers and prospective ! Floor-Stain and hand a customer the hanger I landed Elliott & Heeter, the big store of that place, so 1 think our interests will be customers? It does not always pay to be to look at, and then show him the maple board, well looked after. I am having a nice run too modest. he drops the hanger and looks at the board on paint and have some very good agents. A showing all colors, and it also explains to large portion of my territory is in fine shape, A single sale or a large number of indi vidual sales docs not always prove the value customers that the goods can be applied on soft or hard wood. C M. and I am gaining agents along the line, and m course of a short lime will have a good agent in every town. of a piece of goods. It is the second sale or a continuance of business from the same source that makes real worth. It is the great number of repeat orders for the old original Neal's Carnage Paint and our New Era House Paint that are pouring m upon us from our friends all over the country that convince us of the real merit of our product. The painter is receiving quite a good share of my time m towns where we haven't an agency for our paint, as the dealers have a line of paints they are running and won't drop them. Much good work can accom plished in this direction and we must take advantage of the situation when we can get the painter interested in our paint. Then it Those paint letters aTe a great help. They teach one points, etc. Those big signs show up fine. My agents who have them, have them up on their store fronts. 1. C. K. It is absolutely necessary that we should have the result of your field experience m securing trade conditions. This is necessary is easy to secure a dealer or else a town is because from these experiences is to come When trying to land a retail dealer on lost to us. For my part l intend to work the our policy, largely. What helps one sales^ our New Era Paint, you naturally make use painters hard. In one town this week, after man will help another if he has the knowledge of all the good inducements we offer him to l had sold a dealer twelve gallons of cur , of it. We want you to tell us what argu :ake hold of our line. When going over Outside White, I went out in the town and ments you use in presenting our line. ihese numerous inducements with him don't found a painter at work on a house. I sat forget the very important one, namely, our , down by him and gave him a talk on New A customer walked in the Hart-Ward Hard offer to mad New Era letters to painters, Era paint: showed him my evidence of ware Co/s store, Raleigh, N. C., and asked a contractors and property owners in hlsvicin- punty, weight of can, tag on can, certificate new clerk if he had any drop black ground ity. Get a list of names with his stock order of analysis and impressed on his mind its in Japan. No, was the reply, ours was and send them m to us, and we will do the quality and quantity, that he cannot mix by ground in Detroit by the Acme White Lead rest and help to build business for your hand as well as by machinery and that his and Color Works, manufacturers of the best dealer, thereby helping you. 1 time is worth money to him, and got him to paints in the world. 0007-SWP-000128275 Supplements Th o u g h t s , Mr\y 16, igoj. Mr* Wilson Injured* H l, WILSON Just as we are going to press we have received advices that Mr. H. L. Wilson was injured in a wreck on the B. & O. South western Ry. near Washington C. H., Ohio. dvices would indicate that his injuries are not of a very serious nature. We know our ^presentatives will all be very sorry to hear this, and will join us in wishing for his speedy recovery. v. 0007-SWP-000128276 Thoughts PUBLISHED WEEKLY BY THE ACME WHITE LEAD AND COLOR WORKS DETROIT, MICH. Devoted to Matters of Interest to Our Representatives. VOL. IV. DETROIT, MICHIGAN, MAY 23, 1903. NO. 32 Modem Advertising* see any chance in the office, but I under months later, when his name was handed up stand they can use another good, strongman to me for a new place and a raise in pay. The first college man I ever hired was old In one of the loading gangs." It seemed that he had sort of abolished his John Durham's son, Jtm. That was agood many years ago, when the house was a much 1 thought that would settle Jim and let me out, for It's no joke lugging beef, or rolling job. After he had been rolling barrels a while, and the sport had ground down one of smaller affair. Jim's father had a lot of barrels and tierces a hundred yards or so to his shoulders a couple of Inches lower than money till he startedoutto buck the universe the other, he got to scheming around for a and corner wheat. And the boy took all the way to make the work easier, and he hit on fancy courses and trimmings at college. \ an idea for a sort of overhead railroad system* The old man was mighty proud of Jim. by which the barrels could be swung out of Wanted him to be a literary fellow. But old Durham found out what every one learns who gets his ambitions mixed up with The Old Original Neal's Carriage Paint. the storerooms and run right along Into the cars, and two or three men do the work of a gang. It was just as I thought. Jim was number two red--that there's a heap of it lazy, but he had put the house in the way of lying around loose tn the country. The saving so much money that I couldn't fire bears did quick work and kept the cash him. So I raised his salary, and made him wheat coming in so lively that one settling an assistant timekeeper and checker. day half a dozen of us had to get under the Jim kept at this for three or four months market to keep it from going to everlasting until his feet began to hurt him, I guess, and smash. then he was out of a job again. It seems he That day made young Jim a candidate for had heard something of a new machine for a job it didn't take him long to decide that registering the men that did away with most the Lord would attend to keeping up the of the timekeepers, except the fellows who visible supply of poelry, and that he had watched the machines, and he kept after the better turn his attention to the stocks of mess superintendent until he got him to put them pork. Next morning he was laying for me m. Of course he claimed a raise again for with a letter of introduction when 1 got to We wish our tnea would " Take effecting such a saving, and we just had to the office, and when he found that I wouldn't Hold and Lift" cm this line of allow it. have a private secretary at any price, he our goods this month. Now is 1 was beginning to take an interest in Jim, applied for every other position on the the time when these goods should so I brought him up into the office and set premises right down to office boy. I told he used rather freely and you him to copying circular letters. We used to him I was sorry, but 1 couldn't do anything should try and take advantage of send out a raft of them to the trade. That for him then ; that we were letting men go, dealers stocks being low to try was just before the general adoption of type but I'd keep him in mind, and so on. The hard to get Neal's Carriage Paint writers, when they were still m the experi fact was that ! didn't think a fellow with and Neal's Carriage Top Dressing mental stage. But Jim hadn't been In the Jim's training would be much good, anyhow. in with a lot of new customers office plugging away at the letters for a But Jim hung on--said he'd taken a fancy as well as having your regular month before he had the writer's cramp, and to the house, and wanted to work for it. customers buy freely to fill up began nosing around again. The first thing Used to call by about twice a week to find their stock. Ve will watch our I knew he was sicking the agents for the out if anything had turned up. representatives record on these new typewriter machine on to me, and he Finally, after about a month of this, he lines with a great deal of interest. kept them pounding away until they made wore me down so that l stopped him one day me give them a trial. Then it was all up a3 he was passing me on the street. I with Mister Jim's job again. I raised his thought I'd find out if he really was so red- salary without his asking for it this time, and hot to work as he pretended to be; besides, put him out on the road to introduce a new l felt that perhaps I hadn't treated the boy the cars. But Jim came right back at me product that we were making--beef extract. just right, as 1 had delivered quite a jag of with, "Done; Who'll 1 report to?" Jim made two trips without selling enough that wheat to his father myself. The sporty way of answering, as if he was to keep them working overtime at the factory, "Hello, Jim," I called; "do you still closing a bet, made me surer than ever that and then he came into my office with a long want that job ?" he was not cut out for a butcher. But 1 told story about how we were doing it all wrong. "Yes, sir," he answered, quick as lightning. him, and off he started hot-foot to find the Said we ought to go for the consumer by "Well, I tell you how it is, Jim," I said, foreman. 1 sent word by another route to [ advertising, and make the trade come to us, looking up at him--he was one of those see that he got plenty to do. | instead of chasing it up. husky, lazy-moving six-footers--" I don't 1 forgot all about Jim until about three i (Continued on nexrpatfe ) 0007-SWP-00012827 THOUGHTS May 23 n.03 Thai was so like Jim that I just laughed had the training may be just as smart, but at first, besides, that sort of advertising was a pretty new thing then, and I was one of the old-timers who didn't take any stock in it. But Jim just kept plugging away at me be he's apt to paw the air when he's reaching for ideas. [From * I^etter. from a SetfMa<te Mer liantto Uis Son, In e vge Horace Lor.iner Uy pern;i&jtoucfSmall, Mai nan! .V L<- , PwMi'dicts, U<yjton, Mas-.) tween trips, and finally I took him off the road and told him to go ahead and try in a small way. Transferred. Jim pretty nearly scared me to death that first year. At last he had got into something that he took an interest in--spending money --and he just fairly wallowed in it. Used to lay awake nights, thinking up new ways of getting rid of the old man's profits. And he found them. Seemed as if I couldn't get away from Graham's Extract, and whenever I saw it I gagged, for 1 knew n was costing 1 me money that wasn't coming back, but i every time 1 started to draw in my horns Jim j talked to me where there was a fortune waiting for me just around the corner. , ir c CAIBK Graham's Extract started out by being Mi. Cater has recently been transferred something that you could make beef-tea out i from the Store Trade Department to the of that was all. But before Jim had been Manufacturing Trade Department. Mr. fooling with it a month he had got his girl to Cater will hereafter look after the general think up a hundred different ways in which manufacturing trades in New England, it could be used, and had advertised them New York City, Jersey City and Brooklyn. all. It seemed there was nothing you could Change to take effect as soon as suitable cook that didn't need a dash of it. He kept arrangements are made to have his present me between a chill and a sweat <ut the time. *vovk looked after by so tie one else. Sometimes, but not often, 1 just had to grin at hts foolishness. 1 remember one picture he got out showing sixteen cows standing Dipping System* between something that looked like a letter- press. and telling how every pound or so of Graham's Extract contained the juice squeezed from a herd of steers. If an explorer started for the North Pole, Jim would send him a case of Extract and then advertise that it was the great heat-maker for cold climates, and if some other fellow started across Africa he sent him a case, too, and advertised what a bully drink it was served up with a little ice. He broke out in a new place every day, and every time he broke out it cost the house ? \Y Af.r.lNOK money. Finally, I made up my mind to Mr. P. W Allison of the Manufacturing swallow the loss, and Mister Jim was about Trade Department is making a short trip in to lose his job sure enough, when the orders j the East with the objective point of installing for extract began to look up, and he got a | a complete dipping system for the Taylor reprieve , then he began to make expenses, f Wagon Works of Lynchburg. Va , which we ar.d he got a pardon, and finally a rush ( recently shipped them. Incidentally. Mr came that left him high and dry in a . Allison is looking over some of the manu permanent place. facturing trade proposinons in the East, Jim was all right in his way, but it was a in iron bed, toy and other lines, and from new way, and I hadn't been broad-gauged the reception accorded him thus far the enough to see that :t was a better way. Editor of Th o u g h t s is pleased to predict a That was where I caught the connection pleasant and profitable tnp for him. between a college education and business. I've always made it a rule to buy brains, and I've learned now that ihe better trained they are the fasler they find reasons for getting their salaries raised. The fellow who hasn't Some of our men are not putting the amounts on their orders, it would be of great assistance to us if you would comply with our frequent requests in this respect. We Want More of Them, DAN DAVIES We are just in receipt of an order from Dan for a large carload shipment of our products, to be consigned to The A. B. Whiting Paint and Glass Co., Kansas City, Mo. "Come on, bojs." SPECIAL BULLETIN. Consolidation of Departments. T W CONTOR We have decided to combine the Gene-al Manufacturing Trade Sales Department and the Varnish Sales Department. This department will hereafter be known as the Manufacturing Trade Sates De partment. Mr. T. W. Connor assumes the office of manager immediately. This means added responsibilities for Mr. Connor, but we have implicit faith in his ability to success fully handle the proposition. Mr. Connor will, therefore, be responsible for building business in the varnish line with all the classes of trade in the manufacturing line that he has looked after in the past, and, in addition thereto, the furniture and kindred lines of trade In fact, all manufacturing trade, except carriage and automobile makers and rathoad trade. Our varnish plant is ready to support Mr Conner in good shape, and, no doubt, with his ability for organization and system atic work, it will not be long before notice able progress will be made in the process of building varnish business with the classes of trade under his supervision. Th o ma s Ne a l , Secy and Gen'l Algr 0007-SWP