Document x591JKmbaXrLDBzQ6yLLR3vzb

SEPTEMBER 1904 Vo l . VI. Th e S. W. P. Tublishfid mrnthly by Tk k Sh is h w ix -Wii.u a .ms Co . in ihc interests of their Agents, rlduud aucl printed ir. the Department of Publicity at 104 Canal St., Cleveland, wlierc all cmumuuicalioiis to tbe KUitui blimiki l>t: sent. SEPTEMBER, 1904.. No, 9 T 1/ E are now in the midst of the heavy campaigning days for fall paint W business. The Campaign is now on in earnest. The entire battle line is abla/e with the fire of enthusiasm, the bombs of good advertising and forceful, tactful field work are bursting over the heads of the enemy. The charge is irresistable. We have begun well. Advices from central points of the continent tell of splendid advances. But we cannot rest upon our arms. We must keep on fighting. The work we do today, tomorrow, and every day for the next few weeks will decide the issue--whether wc arc to have just an ordinary fall paint trade or the record breaking sales that we now look upon as ours by right of good quality and good advertising. Wc have by far the greatest Fall Campaign this year that we have yet planned. The successful execution of these plans demands the closest co-op eration between every S.W.P. agent and our selling organization--the same active, hearty co-operation of previous campaigns. If we co-operate fully, if we work together to direct and place the ammu nition--the advertising--where it will insure the best results, there is no doubt of the victory. A few weeks of energetic effort will insure it. You will have recognized that the Campaign this year is much wider in scope than in other years. It is this fall a Full Line Campaign. It is bound to build up sales in every department of your paint business. And no feature of the Campaign and no department of your paint business should be over looked in the fight. Push .S'. IV. P. The past campaigns have indicated the many orders that can be landed. "Personal letters1"', newspaper ads, "locals", window dis plays, store displays will turn the orders towards the S.W.P. agency. Push .V. IV. V. There is a splendid varnish business awaiting the S.W.P. agent who pats a little extra effort into S.W.V. The forceful Campaign back of it direct with painters, architects, and builders is sure to make sales. Push Floor Finishes. They are backed by the kind of advertising that has done so much fox S.W.P. Don't delay sending us the enclosed inquiry card for full details of the special Floor Finish Campaign. Finally--round out the Campaign--make it a full line fight. 13 THE S. W. P. SPECIAL PALL CAMPAIGN ON FLOOR FINISHES S announced in Th e S.W. P. for August we are conducting a special advertising campaign this fall on The Sherwin-Williams Modern Method Floor Finishes. Ii you mailed us the inquiry card enclosed with that number ot the magazine you. are now familiar with the details of the cam paign. the history of paint selling. We want lo place it before you by correspond ence and through our representatives. The fall season is a short one but a good one--better use the inquiry card at once. Every S. W. P. agent is acquainted with the wide market for floor finishes in the fall when homes ate being made ready for the winter months. This is especially true since painted floors and rugs have become so fashionable. There is a big profit for the paint dealer who goes after this trade with the right kind of floor finishes, first, Sherwin-Williams Modern Method Floor Finishes include every product for finishing doors in any style desired. We are not interested in any one style of floor finish, or any one kind of floors --but we are interested in placing upon the market a line oi floor finishes which will meet the requirements of every style and every kind of floor. Special floor finish folder primed in three colore. Full description of each one of The S-IV. floor finishes. Jj you tiltin'f use that iui/uirv cord nmi do not yet knots' all afoul this ireide-ivisining plan ice a stye, mu rn send us today ike i/u/uiry card we arc enclosing in this issue of Tun S. W. P. lie'/l send you full particulars hr rriurn snail. The proposition is too valuabfe to "give away" here--we are certain that it is the best floor finish proposition in J cohitetitx writes .tr J in. Order by .V*. 0007-SWP-000118978 THE S. W. P. NeV/sPoper Electrotype. 2 column: -wide x 4 it*. deep. Order by No. joS. In Modern Method Floor Finishes ive have what we know to be the best line ot floor finishes made. We know them to be the best, but thea/rro-rwho have not yet tried them have yet to learn of their superiority over other floor finishes. To demonstrate this superiority and to enable S. W. P. agents to sell Modern Method Floor Finishes more quickly and profitably to aoKAS*naft*rm*anbant/i.utiummrswirtt fUtVwilaMteflymrAonrt. themselves and to us, we have planned this spec ial advertising rr tpurtwiy ( rtowi see campaign. Some oi the trade - winning Newspaper Electrotype', i coOi.rd-merutbtyxN4oi.nj>. d;e.ep. helps we have pre pared to build up floor finish sales are illustrated in these pages. One of the principal features of the campaign is the folder shown on the opposite page. It is printed in three colors and contains a description of each one of the Modern Method Floor Finishes, with full direc tions for use, and practical suggestions as to the proper finish to nse on different kinds of floors. It is a complete hand book on good floor finishing. The manner oiits distribution for the direct benefit of theS. W.P. agent in each ter ritory will be explained upon inquiry. Many new newspaper electrotypes on floor finishes have been specially designed for the campaign. They are strong ads., every one of them, and will direct trade to your store. A floor finish window will attract attention to your stock. The illustra tion accompanying this article shows one that can be easily trimmed and that ought to be effective. Write us so that we can outline to you the complete plan. No S. W. P. agent, who wants to secure the profit able floor finish trade of his territory, who wants to make the most money out of his fall paint trade can afford to miss the opportunity offered by this special advertising. Use the i/iyniry ear4 today. Forte Finish IFindmsi. A unique display ran be easily ar ranged according 19 illutltatiou. V 0007-SWP-000118979 *32 Th e S. W. P. A few words about the big advertising on Sherwin-Williams Varnishes. E purpose putting more thought. W more force, and more money into advertising Sherwin-Williams Var None of this special advertising is an experiment. No "new" features are being tested. It is rather a de nishes than eveT before. Their uni velopment of the plans and methods form good quality, the satisfaction we have followed in the past in ad they are giving, the splendid market vertising Sherwin-Williams Varnishes that they have found and that have made make them deserv them the best ad ing of the widest and vertised varnishes in best advertising and the market for the the strongest selling benefit of the dealer. organization. It is all advertising We began on Au that is bound to gust 15th the initial bring more varnish work of the cam customers to S.W.P. paign. Strong, bus agents. iness-getting adver The S.W.P. agent tising is now being who does not carry mailed direct to the a full line of The painters, architects, Sherwin-Williams contractors, house Varnishes is missing holders, and other varnish consumers in one of the strongest V" possible trade helps. the United States and Effective Varnish Folder mailed August The quality of the Canada. We will steadily continue the ijth to painters all over the United States and Canada. varnishes and the way in which they special advertising; we will never let are advertised will bring a large paint up in our efforts until S. W. V, is as ers' trade and a better satisfied paint well known in all parts of the conti ers' trade than any other similar line nent as S.W.P. of goods in the field. On ' this page is illustrated the The success ofThe Sherwin-Williams folder that has just been mailed to Varnishes is built upon quality. Grade the painters, and contractors and for grade and price for price they al builders. Somewhat similar features ways show superiority. Skill, good are being sent to the architects. materials, practical knowledge, and These will be followed shortly by the right manufacturing facilities give other strong advertising. us advantages which enable us to / 0007-SWP-000118980 THE S. W. P. 133 make each varnish satisfy the man 7,<ho uses it. The varnish 'advertising this fall refers particularly to Sherwin-Williams Master House Painters' Specialties-- a line that enables the dealer to meet all the ordinary varnish demands of his territory. It is a line that appeals specially to the painter as it includes the varnishes that fit into his every day work. If you are handling S. W. V. make sure your stock is big enough for a big fall business. If you happen to be one of the very few S.W.P. agents who are not yet handling S. W. V., write us today for information and do not place your varnish order until you see our representative. A Good Seller to Painters. ~tA\'Y S. W. P. agents con) sider Enameloid as a house hold specialty only, whereas the possibilities of also pro moting its sale to painters are most excellent. Painters often have great difficulty in mixing a high gloss paint that will look right and have the necessary wearing qualities. It is not easy to obtain the right ingredients and not easy to do the right mixing. High gloss paint mixed by the painter rare ly dries as it should--doesn't work well nor hold its color satisfactorily. Painters, then, because of the diffi culty in obtaining uniformly good re sults, hesitate in using a high gloss finish paint of their own mixing. Yet there is a good demand for work of this character, and it is work that pays the painter well and in which he takes considerable pride. In using Enameloid, the painter overcomes all the difficulties that may have made him hesitate to go after work of this kind. Enameloid not only looks exceedingly well, but it stands lots ol scrubbing, and from a sanitary point of view is a most suit able paint to use for interior wood work. It is made of thoroughly test ed materials, and ground in specially prepared liquids by powerful machin ery. It is a high gloss paint that can be relied upon at all times to give satisfaction, and painters readily appreciate its advantages over sim ilar paints of their own mixing. Another feature which should be borne in mind by the S. W. P. agent is the fact that Enameloid can be sold at a higher price and better profit than even 5. W. P. It costs the same but because of the character of the work for which it is intended, com mands a higher price. It will pay you then to push the sale of Enameloid to the painter. It is sure to give satisfaction--and will help build up your painters' trade in many other lines. No S. IN. P. agent who wants the biggest business can afford to overlook any detail of the Fall Campaign. f 0007-SWP-000118981 j 134 Th e S. W. P. Mr. a.W.P. Agent, Everywhere. Mar Sirt- Ve teller*. after 26 years exyeritsco Railing :*i:t products, that "personal letters* -- direct advertisi:.*; ly anil to the property owner whose Wilding* aped painting obrfinpguignrteaadtevrerretistuinrngs. , sell tore paint, tturn,j any othuer fora Cur Leliaf and our experience Is exported by S.W.V. egeate ereryy'hsn, who bore used the "perwnai letters" during the last threw pears. Ovr CO per cant of t* S.V.f. agents throughout Ctir.i.ia or.d the Cnitel States are now co-opcrctiag with us la tfcii.'rtathQd. of sdvsrtlhlngJ cheyjfini that "per-, ccaal letters"-get paint orders, . let tie ^uote fxoa two letters recently reoelred:- . Menarc. Valtoa & Totter, B.a.P. agyato at TepsavilU. I,I.write:- "Pall hufllnens fean taken hold here * In good ihcir.e. Thanks to you; Ve keay-tly endorse your wpertjt-nol letters,", they brier bciiaess; of eouroe we work with then. S.fc'.?. le getting.all the paint bus- laese her! at the present tine." kr.'^l. c. Xenoaer, S.T.p. agent %H Harvard, Sebr. 1 wrlte>s*;il;l,i, here i desire to eaCprfL'a my .-oomuea- datlon ofa.yjr "personal letters.- T&ft sre elding e imeea^J, ir. landing jobs." t a .. -lulu thet the epeolal *.jp;raomil letters" e hare prepay*. f:r the enrar-nics this foil -'-t.-j . 1 bring tor* cuetr-terg to'-yn " rtcro -- will r.ateriolly dj.c.:-Bue yaur fall joint neJLtB. j.'1 rove this to yon. pill oa% one of thv *as with the neaes cf your JrcSPOCtlTe o-StC208 to-day. keep us well i;uj jilied with re every name ya *ad JTtt - UUt-tlCh, fjuxe very truly, Tff ItHitmW'WUUAMS CQ- or. 0007-SWP-000118982 Th e $. W. P. *35 PUT LOCALS IN THE NEWS COLUMNS. ntFIX written locals afford a splendid medium for placing your paint fIju proposition before prospective customers. Their position in the JI local news page insures their catching the readers eye. Newspaper fci readers may skip your ad but the news item will get their atten tion, and those who read the ad will be again reminded of your proposition in the local columns. Any way yon look at it, a good news item is a good advertisement. Perhaps the following may suggest good copy for the purpose: Tear up the ditty, dusty, germ collecting carpet and finish your floors in style with some one of Sherwin-Williams Modern Method Floor Finishes They're made for finishing old or new floors in any style de sired. Call on Hustle &Push for particu lars. Mr. Hustle, of the firm of Hustle & Push, stated yesterday that his firm is selling more floor finishes this fall than ever before. This briskness in trade he considered due to the popularity of painted floors over the old time carpets. Hustle & Push handle Sherwin-WilliamsFloorFinishes exclusively. Floors finished in paint, varnish, stain or wax are better in every way than carpeted ones. They are cooler in summer, cleaner in winter, and more dressy all the year around. Some one of Sherwin-Williams Floor Finishes sold by Hustle & Push will finish your floor in the style you desire in the best possible way. Stop in for color cards and prices. RWe buy Sherwin-Williams Floor Fin ishes by the barrel full,'7 is the striking wording of a card in the window display of Hustle & Push. This firm recently received a barrel shipment of paints, varnishes, stains and wax for floors and have placed the bar rel partly opened in their window. The display is unique and is attracting wide at tention. Owing to the backwardness of last 9pring which gave property owners but a short time for painting thei property, this fall h proving an exceptionally busy painting sea son. Hustle & Push state that their trade in S.VV.P. and Sherwin-Williams Floor Finishes is equal to that of the ordinary spring season. Mr. Hustle, of Hustle fc Push, agents for S.W.P., is a strong advocate of fall paint ing. He considers the fall an ideal season for painting because th# weather is settled, buildings are free from moisture and there are no flies, gnats or other winged insects to stick to the fresh paint. The brisk trade that Hustle & Pu9hare now doing indicates that many property owners agree with Mr. Hustle. There is a great amount of painring be ing done in town and in the surrounding country this fall. Painters and paint deal ers state that the season is busier than c y c t before. The rush is probably due to the late spring of this year and to the general appreciation of the many advantages of fall painting such as settled weather and free dom from rhe winged insects that often cause much trouble in the spring by sticking to the freshly painted surfaces. Hustle &: Push, agents forS.W.P., report the largest fall trade since they began handling paints. "It is remarkable," said Mr. Hustle, of Hustle & Push, yesterday, "how floor styles have changed within recent years. The dusty, germ collecting carpet has rightfully given way to rugs and floors finished with paint, yarnish, stain or wax. The reason for this change, however, is not hard to find. Rugs and finished floors give more style to a room and are healthier and cleaner and much more easily kept clean. "It Is a simple matter nowadayscon tinued Mr. Hustle, "to finish a floor in any style desired, and if you buy floor finishes made by a reputable manufacturer you are suic of good results. Wc handle SherwinWilliams Floor Finishes. Each finish is made in ready-to-usc form and in most in stances can be applied by the women of the house, Wc hare ycl to receive our first complaint of any one of Sherwin-Williams Finishes not giving satisfaction." / 0007-SWP-000118983 136 THE S. W. P. SOME PROFIT-PAYING LINES TO HANDLE. -W. Family Paint. S.W. Varnish Stain. S-W. Enamel Paint. S-W. Aluminum Paint. S-W. Empress Gold Paint and Imperial Gold Enamel. S-W. Furniture Polish. S-W. Stove Pipe Enamel. S-W. Wagon and Implement Paint. Every can of paint that you sell, no matter how small, hearing the label of The Sherwin-Williams Co,, is an advertisement for your entire paint stock. This statement isn't a business plat itude--it's an irrefutable fact that is demonstrated every day in the busi ness of full litie S. W. P. agents. It's a most reasonable and natural consequence. There is no question regarding the demand for paint specialties. There is no question regarding the profit in these smaller lines. The one ques tion is, what manufacture of special ties does it pay best to handle? To paint dealers selling S. W. P. the only answer is, Sherwin-Williams Specialties. The majority, the large majority of the S. W. P. agents of the continent, have already given this answer. Then, quite aside from the adver tising value, the convenience, and the increased profit in handling one full line rather than various short lines, the quality of every one of SherwinWilliams Specialties is reason enough for carrying them in stock. No bet ter products are made and none are backed by so strong a selling organ ization. At the beginning of this article are listed eight good specialties that will meet with a wide sale during the next few months. Most S. W. P. agents will recognize these products as old friends. They have all proved tbeir right to be headliners by the satisfac tion they have given and the market they have made. Each one will do the particular work required of it in the best possible way. Each one is a product that you can back up with confidence and sell with the assur ance that it is a worthy representative of the character of your paint stock. That's the kind of paint specialties --the only kind of paint specialties-- it pays best to sell. All these specialties have a wide sale during the fall season. Family Paint, Varnish Stain, Enamel Paint, Alum inum Paint, Gold Paint. Gold Enamel, Stove Pipe Enamel, and Furniture Polish meet requirements found in every household when the home is being renovated for the long winter months. Wagon and Implement Paint is a splendid product to push with farmers, for use in painting wagons and farm implements before they are stored away for the winter. If you haven't these specialties in stock it will pay you well to "stock up." They will help round out your fall and winter paint trade--they are profit makers. If you are now selling these lines it will pay you well to put special push into their sale during the next few months. Make sure your paint stock is big enough for the big fall business. 0007-SWP-000118984 t h e s . nr. p. 137 In the Fall you should give year buildings painl proltctteo whxer Weather. if they ho~ the it*,t sign o< needing pirr. It Uo't S'bc to ink till neil spring simply h* uause you're been in the hehit oif paiming ia u k spring. Tlx (all it a splendid ptealClinyotoimnugeKiiinbataionvaiel.suejevaIHrs.te ipnainItS* PAINT THIS no beller Minting tin* Uit (be fail. Wcaifcei coDdtag'ts at uually veiy favorable to <* results. Vo heavy ma to ml lat> the Iwbti In Ihe Order by No. 272. Order by No. 273. Special Newspaper Electrotypes for the Fall. Hack of then electrotypes is 2 columns wide by 4 m. deep. Order some today and use them. / 0007-SWP-000118985 I3 THE S. W. P. THE OLD GUARD. Agents Who Have Been Selling S. W. P. Long and Successfully. This is the second of the series of sketches of members of "The Old Guard" of S.W.P. agents. The first sketch appeared in Th e S.W.P. for May. There is inspira tion in the experiences of men who have been selling S.W.P. for "twenty years and more." They prove the permanency of the paint business when it is built on the foundation of quality and progress. It is worthy of remark in the history of these old agencies that their success has been due to no novel or extraordinary plan but has been built up year after year on systematic, progressive business principles--the same methods that are bringing record sales to-day. A. H. Tillson, S.W.P. Agent, Dixon, HI. ``The best move I ever made in a ried out many successful independent business way was when I took the advertising campaigns. In the earlier S.W.P. agency and stood by it." In days he puc up a hand-to-hand fight these words Mr. A. H. Tillson, head of the A. H. Tillson Drug Co., for over twenty years agent for S.W.P at Dixon, III., expresses his views of the S. W. P. agency proposition. against lead and oil and paste paints. The struggle was not an easy one but he never lost confidence and never lost ground. Latterly he has met competing lines Surely he speaks from a wide exper of mixed paints with the same confi ience and a thorough dence and the same re knowledge of the selling sults. qualities of Sherwin- A profitable depart Williams Products. ment of the business, as "We have all these years," writes Mr. Till son, "had no trouble holding our full share of the paint trade--a little more each year owing to the high stan dard and uniform quali ty of the products, the indicated in Mr. Tillson's letter, has been the trade in Paint Special ties. As new products were added to the Full Line, Mr. Tillson made a special feature of them and found that they were not only attractive packages, the full weight and last, but not least, through your progressive way of ad money-makers but that they drew customers for his whole paint stock. They gave him ding to the line and of a decided advantage presenting it forcefully Mr. A. H. Tillson. over his competitor. to the consumer. It's There is a great deal an inspiration to an S. W. P. agent of satisfaction in selling a line to have Sherwin-Williams Specialties of goods that will not only stand the in stock and to push the seasonable ones to the front with his trade." Of course Mr. Tillson is an expo nent of paint advertising. He has consistently assisted in placing the Company's advertising in his territory test of twenty years but that will gain in strength with each succeed ing year. There is a great deal of satisfaction in twenty years of success. Success means right building on to the best advantage and has car the right lines. / 0007-SWP-000118986 THE S. W. P. >39 N. C. Alten, S.W.P Twenty-three years ago Mr. N. C. Alten. S.W.P. agent at Lorain, Ohio, gave his first order for S.W.P. It was a small order but he has been placing larger ones each year since. During all these years Mr. Alten has handled The .Sherwin-Williams Paints exclusively--"just as good "products have been no tempta tion. Mr. Alten writes that he landed f e \v orders the first few months, but that as soon as the advertising on S.W.P. got into the field and the paint was given an opportunity to prove its good quality and economy, the sales began to grow and the business steadily devel oped into the best paint trade of the territory. Consistent advertising and progressive meth ods always win. Probably the secret of the success oi the agency at Lorain has been the confidence placed in S.W.P.--the steadfast belief that it was the best paint product and was bound to win its place, as Mr. Alten states, "at the top of the ladder." Without this confidence it would have Agent, Lorain, Ohio. been impossible to overcome the stiff lead and oil competition of twenty years ago. It was this confidence that lightened the work and put life into the business-getting methods adopted. Mr Alten has proved by his ex perience the value of personal work. He long ago gained the active sup port of p ractic a 1 painters ,and se cured a fair trial for S. W. P. A fair test always proves the worth of S.W.P. A broad advertising policy has been ad hered to throughout. Every medium that brought the paint stock to the attention o( possible customers has been used. The many advertising helps given by the Company to make SherwinWilliams Products move quickly have been used. And back of the ad vertising there has always been a good selling force. Twenty-three years success with the S.W.P. agency speaks well for the agency proposition and for the men who have had the active management of its affairs. 0007-SWP-000118987 140 Th e 5. W. P. A profit-paying addition to The S-W. Full Line. E have just placed on the market gives us every possible advantage in W a new product, The S-W. Pre the manufacture of these stains. We servative Shingle Stains (made wkitnhow how to combine the creosote, creosote). It will meet a ready de coloring pigment, and linseed oil so mand, and will enable S.W.P. agents as to produce the best results. to secure the profitable shingle stain We ate especially familiar with the trade of their territories. Forceful use of the wood preservative, creo advertising is back of the new spec sote, as we had used it extensively ialty. We have already begun a di for many years before wc began the rect campaign with the architects, manufacture of Shingle Stains. The contractors and builders, and painters idea of combining creosote with paint of the continent. Special newspaper originated with us; and our subse electrotypes have been prepared and quent experience has proved the special advertising features will ac value of such a combination in pre company the goods. The product is venting decay. We consider creo sure to sell rapidly and when sold is suTe to please your trade. sote an essential in gredient in the manu facture oi Shingle Stains. It has been the aim of the Company in the manufacture of Preservative Shingle Stains, as in all our paint and varnish products, to make .a thoroughly satisfac tory a r t i c 1 e--one that can be depend ed upon in every way. Our wide ex perience in good paint making and in the handling of pig ments and liquids Attractive Preservative Shingle Slain folder and carton of samples. We also have val uable special knowl edge in the produc tion and use of lin seed oil which has aided us in making good Shingle Stains. Having our own lin seed oil mill, we are not dependent upon the open market for the purity and qual ity of our oil. This means much, for lin seed oil is an im portant factor in the THE S. W. P. manufacture of Shingle Stains as it is in paints and varnishes. The process of grinding and mixing is also im portant, and in this we are able to ob tain exceptional results with mills of our own special design and built in our own machine shop. Further, we have learned the val uable habit of giving the closest and most conscientious attention to ail de tails of our manufacturing processes and we have clung to this good habit in making Preservative Shingle Stains. Preservative Shingle Stains are pre pared ready for use in twenty-three shades and can be used both as ______ a brush coat and for dipping. Put up in barrels and in one and I'jJtWMf f five gallon cans. Write us and we'll give you full information on Shingle wm Stains by return mail. STORE ADVERTISING--MAKE IT BACK UP YOUR GENERAL PAINT ADVERTISING. HE success of your paint ad has upon the salesmen in the store. D vertising, the success of It inspires selling efforts--keep the your fall paint business will aim of the Fall Campaign, the big depend to a very appreci gest paint business yet, constantly in able extent upon the appearanmceindo.f your store--your store advertisiAnng.attractive paint display will make ``Personalletters,''newspaper ads, and many paint sales during the next few general advertising will bring custom weeks. If your stock of color cards ers to the store. But when a customer is low or you need new counter-display reaches the store and sees no paint cards write us at once. display--the paint stock hidden away Arrange your paint display to-day. as if there was "nothing doing"--a Let your customers know that this is a great part of the effect of the advertis busy paint season and that you are ing is lost, and bis order is so much after a good share of the trade. more difficult to land. Equally important is the direct advertising force of a prominent and attractive store display. A live paint display will suggest painting to customers lor other lines of goods and to every one who enters your store. It will start them thinking about painting and make them realize that the fall Is a fainting season. Another feature of a striking paint dis play, is the effect it Attractive Store Display. Engraving front photo of interior of store of A. PI. Tillson Drug Co., Dixon, III. See page PjS. 0007-SWP-000118989 142 THE S. W. P. S. W. P. AFTER TWELVE YEARS LOOKS BETTER THAN LEAD AND OIL EXPOSED ONLY SIX YEARS. LLUSTRATED on the op posite page is a house partly painted with S.W.P. twelve years ago, and partly painted with lead and oil six years ago. The weatherbeaten appearance of the part painted with lead and oil is quite marked, even in the engraving, while the part covered with S. VV. P. still shows up well. The history of this victory for S. W. P. is interesting and we quote the details from a letter received from Mr. E. G. Cochrane, head of the firm of E. G, Cochrane & Co.. S.W.P. agents at Royce City, Texas: A few days ago, one of our prosperous farmers, Mr. J. M. Carmichael, came into the store to make inquiries regarding S.W.P., and in course of conversation, remarked that he had painted his house with this paint twelve years ago, and was thinking of making some additions to his house soon, and wanted to paint it again with the same paint. He said that when he first painted his house, twelve years ago, it was boxed up with twelve inch boxing and slatted, over which he put two coats of S. W. P.; and that about six years ago he had the front part of the house weather- boarded and had that part painted with linseed oil and white lead, not painting the L part of house at that time. He said that the part of the house paint ed with S. W. P. twelve years ago looked better today than the part painted with lead and oil six years ago, and that he wanted S. W. P. to use again. A few days after talking with him, I took a photographer and. went out to Mr. Car michael's farm and took a photograph of hU house, showing plainly both the L and the main part of the front--and the picture speaks for itself. Although S.W. P. had been put on twelve years ago, and on plain boxing lumber, and the lead and oil had been put on the weather boarding, which should take paint and hold it much bet ter than the boxing, the L part of the house shows up decidedly white and makes a de cided omtiasl tu the fruut pari of house that has scarcely any paint on the weather boarding, although having been on the house six years and the other paint twelve years, f thought this a good opportunity to demonstrate the difference between the lasting qualities of $. W. P. and lead and oil, and to refute the argument used by so many painters that lead and oil is super ior to mixed paint, by showing them in cold facts that the opposite is true--especi ally if the mixed paint used is SherwinWilliams Paint. Canadian Master Painters' and Decorators* Association at the Company's new plan! Montreal, July j?p. / 0007-SWP-000118990 Th e S. W. P. 143 S. W. P. versus Lead and Oil. Residence of J. At. Carmichael, Koyce City, Texas. Trent fart fainted 'with lead and oil six years ago; bad fart fainted `with S. W. P. twelve years ago. Lead and oil weatherbeaten, S.W.P. still looks well. NEWSPAPER SPACE IN :T would be difficult to overI estimate the value of news paper advertising and news paper publicity in the pres ent campaign for paint business. In this number of Th e S. W. P. we have included several features that should prove helpful in the work. The news notice enclosed treats perti nently of the advantages of fall paint ing and, inserted in your local papers, will give impetus to painting in your territory. Newspapers in which you are advertising will be glad to pub lish it as a news item. For several years we have advocat ed advertising in the local columns by means of "locals." Many agents have found them a splendid "pulling- THE FALL CAMPAIGN. power." On page r35 copy for a series of "locals" is suggested. On page 137 is shown a number of newspaper electrotypes on fall paint ing; on page 130 are electrotypes on Floor Finishes. These electrotypes have been prepared with much care, they will give your newspaper space individuality, and make your ads live. We shall promptly send you the elec trotypes that fit your space. If you desire special paint advertise ments for your newspaper space, wc shall be glad to have our advertisement writers prepare a series for you. Write us giving the size of newspaper space and the special products you wish advertised Throw bombs of newspap/r ads during the Fall Campaign. t 0007-SWP-000118991 144 i THt S. W. P. MAKE YOUR WINDOWS HELP. THIS window should sell more S. W. I*. It is easily trimmed and the effect is striking and unique. Place a shock of corn in center of back-ground. Scatter some stocks of corn on the bottom, with pumpkins and gallon cans of S. W. P. Color cards in background. Signs "S. W. P. in in a field of its own." ; 0007-SWP-000118992 HPHE Fall Campaign is not ours alone --the plan embraces every agent on our books. It is designed and prosecuted for our mutual benefit. It is an opportunity for both of us to get more business and make more money.