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White City News Devoted to Matters of Interest to Our Representatives. # VOL. I. JANUARY 2, 1904. NO. 32 shelves. For this reason, and because of the increase in general prosperity, people are now painting more generally than ever before, and the consumption of paint is in creasing rapidly, which is a further en couragement to the general dealer to handle ready mixed paints.--Paint, Oil and Drug Review. Our Southern Representatives Take Notice. THE WORST IS OVER. HENRY CLEWS' VIEW OF THE FINANCIAL SITUATION. The information contained in this paper is of a confidential nature. WEST SEEMS TO EE ENJOYING UNIN Please destroy after reading and do TERRUPTED PROSPERITY. not leave lying around. Mixed Paints in the General Store. Paints as an article ot sale by general stores, hardware dealers and others, have come into increasing popularity within the past ten years. They now afford the general storekeeper an opportunity for profit, which years ago was unknown to him, because the paint manufacturers of those days did not cater to the general store trade. At the present time all kinds of goods are adapted to the general store trade, which has assumed vast propor tions. No article has grown in popularity more rapidly among this class of merchants than has ready mixed paints. A decade or so ago few general storekeepers sold ready mixed paint or any other kind of paint. Why'? Because at that time the only paint they could buy was sold in rough packages and in soiled barrels that as often leaked as not. The customer was not attracted to that class of goods. They w ere not put up in convenient form for him to use. No wonder the sale of mixed paints was limited. Now, all is different. The advancement made in the manufacture and marketing of paints within recent years has been notable. In fact, the ready mixed paint that the retailer now buys is on a par with the cleanest, most showy and most easily handled goods that he carries on his New York, Dec. ig.--Henry Clews, in his weekly review of the stock market, says: The upward movement in stocks re ceived somewhat of a check this week 1 from free realizing sales and from un A. D HOAGG We are just in receipt of a carload order, comprising New Era Paint, Rapid Seller Specialties, New Era Varnishes, $5.00 and $10.00 Assortments, etc., taken by our Mr. A. D. Hoagg from our distributers, Sickels, Preston & Nutting Co., Davenport, Iowa. Keep 11 up, boys. New Era Interior Flat White. For finishing flat, or without any gloss. Is also desirable to use as a foundation or ground for New Era Interior High-Gloss White, or Neal's Enamel, Snow White. It is the best paint for this purpose ever presented. Fur first, or priming coat on new work, it is desirable to add, say, one pint of raw linseed oil to each gallon. There is a tremendous demand fora Flat Finishing White for hotels, apartment houses, theatres, etc. "Take Hold and Lift." settled conditions in the steel trade. No change, however, could be detected in the undertone of the market, which has plain ly improved owing to the conviction that the worst of liquidation is over and that prices must recover from the abnormally low level induced by that liquidation. A very fair recovery had already taken place, but the pace seemed too rapid to last and was confined to only a few stocks. There has been in consequence a good deal of profit-taking, also a disposition to invest m stocks, which thus far have not propor tionately shared in the advance. Affairs in the steel trade have been an important factor, not merely because of United States steel securities, but largely because of the great importance of that material in the industrial situation. Iron and steel are still the best business bar ometer, this Industry more than any other being influenced by new enterprise and growth. As the country develops the de mand for iron and steel expands also, and We wish all our representatives and our distributers' representatives the com pliments of tile season. May they live long and prosper. fortunately there are no indications of this growth being arrested; on the contrary, there is every indication that that growth is to continue for some time to come. The N23361 WHITE CITY NEWS chief obstacle has teen that in 1902 and 1903 we were going ahead too fast. Nothing could check that record-breaking pace except prohibitive prices; hence the extraordinary high levels of prices, pro fits and wages. There is still a large de mand for iron and steel products at a price, but not at recent figures. Steel Trade Waiting. There are still many important enter prises projected that will be deferred until the steel market settles down to a more normal basis, in New York city, for in stance, many millions of iron and steel will be used during the next four or five years for improved transportation facilities. The same is true also in other large cities. American railroads must, too, continue heavy purchasers of steel fortheir modern ization, which is still incompleted. A new railroad across the continent is projected in Canada, and other great works such as the Panama and Erie canals must be com pleted, which will impose a continued de mand upon our constructive energies. There is plenty nf business in sight for the steel trade, provided prices are not too high. and as soon as values become settled and nearer normal we are likely to witness a revival of activity in the steel trade, without, however, the abnormal and un wholesome profits that festered the boom culminating a year ago. One reassuring feature is the evident willingness of labor to accept its share of reaction in this im portant industry. Wages had been un usually high, and it was impossible to reduce costs without imposing a share upon labor, which had enjoyed exceptional advantages. A moderate decline in wages seems likely to be accepted without the friction and hindrance that were feared, which promises well for the future. As soon as materials and wages in the iron trade get upon a reasonable level the more stable will business conditions be. General business is fairly active for the season. Clearing house returns and rail road earnings show only slight reactionary tendencies, generally explained in the first case by lessened speculation and in the latter by smaller iron shipments. The west seems to be enjoying uninterrupted prosperity, and the South is particularly exuberant over the high price of cotton and the consequent prosperity of planters. The burden of dear cotton falls with special severity upon the mills, some of which may be forced into temporary cur tailment, but the South as a whole is likely to have more money to spend in 1904 than ever before. Salesmen En Convention. Being requested by your worthy Sales Manager, Mr. F. R. Dougall, to write a short paper on the recent meeting of salesmen, I shall comply with his request and make it short. On Monday and Tuesday, Decemberthe 21st and 22nd, there was held in the library a meeting of about 15 or 20 of the well groomed and good natured represen tatives of the Acme White Lead and Color Works, besides 5 or 6 new representatives. The main object of the meeting was to give the new men same idea of Acme Quality goods and Acme Quality ways and means of doing business. Mr. Davies opened with an address of welcome, and in the course of some welldirected remarks, laid especial stress on the importance of representatives having not only a thorough knowledge of our various lines of goods, but the prices, both list and net, on the tongue's end. This in my mind being one of the greatest fac tors in the work of a salesman, as it gives the customer, whether he be old or new, the confidence that he is dealing with a man who is up-to-date and representing a concern whose products are in constant demand. To look up your catalog for every item would seem to imply a poor market. Mr. Neal gave a lengthy address on our facilities for doing business, giving a his tory of the concern from its birth, 20 years ago, until today, and setting forth the details of each department in such a man ner as to impress not only the novice, but old timer, with the magnitude of the Acme White Lead and Color Works. Mr. A. M. Woodward gave in his usual fluent style a minute account of the ways and means adopted by the Acme in advertising and promotingthe salesof Acme Quality goods. This address called for a good many talks by the representatives on the importance of seeing that adver tising matter is properly distributed and displayed. Herein lies a wide field in which a salesman has ample opportunities to display intelligence and judgment, as advertising, judiciously used, not only adds to the reputation and knowledge of the goods, but also creates such a demand for same that half the battle is fought for our representative and his usefulness to his firm enhanced. In connection with shipping advertising matter to a customer it is up to the salesman to see that same is displayed and not committed, as a great deal of it is, to some place where the public fail to see it, or else to its last resting place under the counter, doing no good whatever. Making promises to either old or pros pective customers was another item which commanded attention. Always realize that promises made by representa tives are practically made by the firm, as they depend on their traveling representa tives to act for them, placing them as it were in the position of limited partners, consequently it behooves the salesman to be careful in his promises, and once a promise is made be sure that same Is ful filled in a thoroughly satisfactory manner. Tuesday was given over to practical demonstrations of Acme goods by Mr. Frank Neal, superintendent of the Experi mental department, during the course of which many items of interest were ex plained, especially facts, etc., in connection with our fine and up-to-date varnish de partment. Commencing with a display of the var ious gums used in the manufacture of New Era varnishes, their origin, composi tion and uses, Mr. Neal led his listeners right down the line, explaining the manu facture and use to which each varnish should be put, treating the subject in such a masterly manner as to receive the thanks of old and new alike. A tour of the plant under the guidance of Mr. F. R. Dougall and Mr. F. Neal, who were thus enabled to show the new men how our products were handled, com mencing at the crude material until the finished article was ready for the con sumer, was the concluding part of the program, and each and all felt that in going out all over the country pushing the line that they were selling goods which were without doubt "Acme Quality." s L. McC Troy, N. Y., December 24, 1903. It becomes our sad task to announce to our friends the sudden death of our es teemed salesman, HORACE G. VELSEY, which occurred on the morning of Wed nesday, December the twenty-third. For more than twenty years he lias rep resented our house as traveling salesman in northern New York and Vermont, and during these years of faithful service be has, by his integrity' of character and dili gent attention to his work, won the re spect and confidence of all those with whom he came in contact, as has many times beer made evident by the kind words spoken of him that have come to us from all sides. Through his death we feel keenly the loss of a man whom we regarded as a friend, as well as a trusted employee, and we wish in these few lines, to show our appreciation of his worth, and pay a tribute of respect to his memory. JOHN L. THOMPSON, SONS & CO. Ed . No t e --The White City looses a very good friend . one who has shown his friendly feeling to wards the Acme White Lead and Color Works upon more than one occasion 0007-SWP-000128336 White City News Devoted to Matters of Interest to Our Representatives. PUBLISHED SV VOL. 1. f H DO UGALL, SALES MANAGER The information contained m this paper is of a confidential nature. Please destroy after reading and do not leave lying around. OCTRDIT, M CL JANUARY 9 1904 NO. ALF JT. KELLY Alf. has just sent us in another large order from our distributers, the W. E. Little Paint Co., of Los AngeJes, Cal. The W. E. Little Paint Co. never orders in less than car-load Jots. This order looks as though it may take a couple of cars to hold it. Orland, Ind., Dec. 24,,1903. Acme White Lead and Color Works, Detroit, Mich. We considered our paint department a dead letter until two years ago, when we were persuaded to put in the New Era Paint. Now we have the paint trade of the town. Our experience has proven that it is a paint that can be sold year after year with satisfaction to the con sumer and profit to the dealer. Our past season's business has been very satisfac tory, and we expect a good one next year. We hope you are in similar circumstances. Very truly yours, W. J. Ca s e. To Out Representatives, I D. WILSON We are in receipt of a large car-load order of paint sent in by our Mr. I. DWilson, from our distributers, Burhans & Black Co., of Syracuse N. Y. In looking for new fields you might be able to interest some of the wholesale carpet and curtain houses in Davies' Varno-Floor-Stain. While the matter was taken up with the leading carpet house here without any success, there are, however, a goodly number of the retail stores that carry oil cloth and floor varnishes, and there are no doubt a number of the wholesale houses that could be made to see the possibilities of trade in this line. In connection with this Mazolene would work in very nicely. j. J M. We have just perfected a new red for our line of Wagon and Implement Paints. It is the handsomest red you ever saw. The tone is very brilliant. You can safely test these goods against any line of com petitive carriage paint and win out every time. Those of our boys who have been in Detroit during the holidays have pro nounced it A A 1. Those of you who have not as yet seen the goods had better send in for a demonstrating can of the goods at once ahd be prepared to give the trade a practical demonstration of the de sirability of Acme Wagon and Implement Red. E. R HOAG Another car-load order from Ed. This one is to be shipped our distributers, the Bard Hardware Co.,of Reading, Pa. The Bard Hardware Co. is among our most enthusiastic distributers and is building up a fine business on New Era. Bad Axe, Mich., Dec. 24, 1903. Acme White Lead and Color Works. Detroit, Mich. Gentlemen:--In wishing you the com pliments of the season we wish to thank you kindly for the attentions given us the past year, which have helped us to so materially build up a nice paint trade. Very truly yours, THE WRIGHT-FREMONT CO , Lt d - t. 0007-SWP-000128337 WHITE CITY NEWS I wish to say a few words in reference from some of the office aggregation, the to the two-day convention held last week billing clerk, stock-keeper or some person at the factory. In my opinion some very in touch with the business enough to know good points were brought out at this meet what goods are being shipped out ing. I believe that we got in closer touch I was very much pleased with the test with each other and talked more real of Acme Paint and Varnish Remover. practical methods than at the larger con This piece of goods is certainly a "top- vention held a year ago. One reason for notcher," as the test proved it to be in this, the talks were made upon the spur every sense of the word what its name of the moment in answer to questions implies--Paint and Varnish Remover-- brought up from time to time by the new, from the fact that we took a board with as well as the old salesmen. Mr. Davies, three coats of New Era that had been 1 think, brought out a very important painted a year or so, and one application point, viz,, do not use your catalog, and of the remover, left on for one minute, advised each and every man to get the put the paint in condition to be easily contents of our catalog at his tongue's end, removed, and with putty knife or scraper and when asked for quotations not to be dean down to the wood, leaving same in compelled to refer to the catalog at all in perfect condition for repainting, and did quoting a customer. It certainly shows not burn up or soak the wood or leave it that you are not familiar with your line, in an unfit state for repainting, as some of or are not selling much of the goods in the removers which I have seen tested question when you have to refer to a have done. If the boys carry a can of catalog to find out a price. In fact, it is these goods with a brush (it does not in hardly necessary, if you know your line jure the brush or hands) to apply on some as you ought to, to refer to your catalog painted surface m a dealer's store, the re at all, except when by yourself, to note sults ought to be an order for the goods. any change in price, size of package, etc. Our Davies' Varno-Floor-Stain was the Another important point was discussed next thing shown up to be the real thing in reference to placing on the jobbers' for floors, and is not affected by hot water. shelves goods that there is but a limited Mr. Frank Neal had a pail of boiling demand for. Be careful in stocking them water in which he dipped the pieces of up with goods for which you know there wood finished with the floor stain, and would be but little or no sale, as these after being submerged five or six minutes goods only increase the stock to be earned were taken out, looking bright and new. by the jobbers, which go to make up some j These goods bear a very favorable com of the goods which are not readily turned ! parison with any line of similar goods on over. ! the market, and show to be much dearer It was also brought out that it is not a ' in color and tone than any samples 1 have good plan to solicit business from the : seen. retail dealer for goods that you know not j You will no doubt hear from some of to be in stock with the distributer, as the i the other boys on the points brought out order will be what is termed " back I at this convention and from the talks ordered," and is sometimes never shipped j made on New Era Paint and our line of at all. Consequently the retail dealer | varnishes. We seem to have a very com only gets half of the goods he actually [ plete line of high-class goods with which buys. Of course every salesman should j to go out and commence the season of use his best efforts to have the distributer I 1904, which should result in very much carry as complete a stock as possible, to j increased business. I, myself, was in be able to fill all orders promptly in goods , terested in the several talks made by the for which there is a good demand. In a salesmen present, and picked up a good great many cases our distributers are not many points from our little school of in prep ired to fill orders as promptly as we struction, as it was called, and I believe would like, but if the same amount of each one present was highly benefited by money was tied up in salable goods, in the short session of a few of the salesmen stead of goods for which there was little who were got together in such a hurry, or no demand, the results would be much and I hope that the new men that are more satisfactory to all parties concerned. starting out were profited, which I believe It is a good plan, every time you get into they were, as there certainly were some a distributer's office, to check up your good points brought out in the methods of order book against the goods that have placing the goods on the market, and that actually been shipped out, as per order we all will go out with increased en sent in to the distributer, to find out thusiasm and blood in our eyes, determined whether any goods are being held up. to get our share of the business for 1904. This information can always be obtained H. H H. Our General Distributers, Arkansas Whitlow-Williams Drug Co., California W E. Little Paint Co . Tenbrook & Co.. W E Little Paint Co . Fayetteville Los Angeles Sacramento San Diego Florida. TheS B Huhba-d Co., Tampa Hardware Co Jacksonville Tampa Georgia N L. Wiliet Drug Co , Augusta Illinois Geo E Watson Co , Colburn, Birks & Co., Chicago Poona Indiana The Evansville Paint & Varnish Co., Ltd . Evansville Iowa Sickels. Presron fit Nutting Co . Davenport W H Torbert. Dubuque J W Edgerly & Co , Ottumwa Hormck, Hess & More, Sioux City Kansas A B Whiting Paint fit Gbis*; Co , Topeka Kentucky Robinson Bros. & Co , Louisville Maryland Carlin & Fulton, Baltimore Massachusetts E & F King & Co . Boston Minnesota Hackelt. Walther. Gates Hdwe Co., St. Paul Montana A. M Holter Hdwe Co , Helena New York Buffalo Glass Co , Buffalo Sickles fit Nutting Co , New York City Burhans & Black Co , Syracuse Jno. L. Thompson, Sons & Co . Troy North Carolina Bunvell & Dunn Co Charlotte Ohio Smith Bros. Hdwe. Co , Columbus Oklahoma Territory Alexander Drug Co., OklahomaCity Oregon F. E Beach & Co. Porthnd Pennsylvania H. B Semple fit Sons. Moyer Bros., , ardware Co . Lo.. Phelps-Straw St Co . , Eiston Bjoomsburg Hanover Pittsburg Reading Wilkesbarre South Carolina Murray Drug Co . Columbia Tennessee Fntts fit Wiehl Benedict, Warren & Davidson Co , Strother Drug Co., Chattanooga Memphis Bristol. Texas Houston Drug Co., Greiner-Kelly Drug Co.. Houston Sherman Utah G F Cuimer&Bro.. Salt Lake Virginia Barker-Jenmngs Hdwe Co., Lynchburg Washington A. S Johnson 8t Co., Spokane Drug Co., Tacoma Spokane West Virginia The Kanawha Drug Co , Charleston The Williams fit Davisson Co., Clarksburg W. H. Chapman fit Sons, Wheeling 0007-SWP-000128338 White City News Devoted to Matters of Interest to Our Representatives. PUBLISHED BV ^Sm MjStf PAINTS.ENAMELS < COLORS,VARNISHES VOL. I. DETROIT. MICH* JANUARY 16, 1904 No. 34 ' been carefully studied out the previous night. The boys didn't dance with our girls at the annual reception, and were sorely missed. We all missed them. We hope that events will be so shaped that at the F R. DOUGALL, SALES RMMAaE. end of 1904 a general convention will be deemed essential to the best interests of The information contained in this Acmeville, and that at that time the re union will be all the happier and all the paper is of a confidential nature. more profitable because it has been de Please destroy after reading and do not leave tying around. ferred. It may be necessary to cut out some of the frills that are really unneces sary, and lead to "that tired feeling." If we have the convention we hope for That " Convention." such good hard work at our business sessions that the pleasures of these con Some of our boys may be wondering, ventions and the getting together in a based on reports appearing in recent issues social way of those on the road and at of the Wh it e Cit y Ne w s , why they home who are responsible for the progress were not invited to attend the "conten of Acmeville, will be heightened by the tion " last month. knowledge we have, individually and Just to make it plain, we wish to ex collectively, contributed everything pos plain that the convention actually con sible to the end of making these re-unions sisted nf a comparatively small class of new salesmen who were, with the assist ance of some of our older representatives living in or near Detroit, initiated into the both profitable and pleasant. A Happy New Year to you all, and may we all meet at the end of 1904. Amw mysteries of the proper way to present an " Acme Quality " line of goods in Acme Quality style, in order to enable them to 1 produce the usual result based upon such a strong combination. It wasn't one of the same kind of events that we had last year and in previous years. No lights on the city hall; no speeches from Kelly: no recitations from Frank, with " the smile that won't come off " accompaniment; no straw hat for Woodward; no violin solo from our elongated assistant general manager, and no receptions at the Cadillac. No speech I of welcome from our president, and no I DAN DAVIES talk on timely topics from our general We are in receipt of a car-load order, manager. Hart's voice failed to lead the 1 comprising New Era Paint and our various refrain in popular songs of Acmeville; Kelly's husky tones did not fill the con vention hall as he ruled upotr knotty problems of parliamentary law that had Dther "Acme Quality" lines, taken by Dan from our distributers, the A. B. Whiting Paint & Glass Co., Topeka, Kansas. Come on, boys. Couldn't Land a Man With a Boil- How many of our representatives recall their first attempt to sell goods? The event is generally a prized heirloom brought forth upon occasions by the oldstager from its resting place m the archives of memory, for his own and the delecta tion of kindred spirits who may be swapp ing fairy tales in the hotel corridor. The following epistle from one of our latest fledglings is explanatory, and stamps him as a man of resource, who will make his mark in the calling he has chosen. The offer to apply varnish remover upon the boll was a master stroke. We can forgive him for not selling his first man under such conditions, and inas much as he sold the first man he tackled who was in good physical condition, he need have no fear of failure: Altona, Pa . Jt\n. so. 1904 Mr. A M Woodward Sir--Well. I promised to lei you know what I did with Ihe first roan I called on. Well, I didn't get an order. This first man 1 called on liad a big boll on h|s neck--a fine start, a roan with a boll. I told all 1 could think of about New Era. then I put Floor Stain on an axe handle and went all through the line, then be let go of his boil long enough to tell me he had ordered his stock from Lawrence. Then 1 tried to get him to let me put some paint and varnish remover on his boll He wouldn't do that. But 1 got the next man. a small one. but it was an order--a $5 assort ment of Top Dressing I didn't do as well as 1 hoped to last week, but 1 am learning to talk And that is something, a good deal. I spend all of my spare time studying, for I find I know very little, and that there Is lots to learn about paint, and the more I know the easier it is to convince and the more confid ence I have in myself. Hope this reaches you and the rest of the Acme enjoying the best of good health lam. Yours Iruly, R n. Pe a r c e. We are just in receipt of a car-load order through our Mr. S. L. McCnmbe, taken from our distributers, Messrs. Colburn, Birks & Company, Peoria, 111., compris ing NeW Era Paint and the various other " Acme Quality" brands handled by them. It begins to look as if our anticipations for an exceptionally good season during T904 will be more than realized. Who will be next? 0007-SWP-000128339 WHITE CITY NEWS There is no use in talking, boys, but we have the best paint and varnish re mover on the market, and any man who cannotsell a customer a bill of these goods after demonstrating to him what the goods will do, had better get out of the paint business, for if he can't sell goods that will back him up like these goods will, he has missed his vocation. Now, the way to sell these goods is to demon strate to a customer what the goods wall do. Nothing more, nothing less. Those of you who do not carry a can of these goods for demonstrating purposes had better send in for a can at once and get busy. _ Experiments On White Lead and Zinc Paints. Apropos of the proposed substitution of paints having zinc white or other zinc compounds as a base, for white lead paints, M. J. Breton, a French scientist, has lately made a series of experiments upon the relative merits of different paints. He submitted a series of paints whose base was white lead or oxide of zinc to different actions and attacked them by strong reactive agents. From these ex periments he brings out the following facts: White lead resists the action of certain acids better than its substitutes, but'on the other hand it is quite inferior under the action of heat, of sudden changes of temperature, also of hydro-sulphurous emanations and certain strong oxidizing agents such as hypochlorite of soda. Besides, the white lead paints are much less adherent to the surfaces to which they are applied and have a marked tend ency to blow- up. The addition of sul phate of barium to white lead, while it diminishes its covering power consider ably, does not seem to render the paint any less resistant The addition of sicca tive to zinc oxide in the proportion needed to give these paints a drying quality which is equal to that of the white lead paints, does not diminish the resistance of the paint andappears, on the contrary, at least in certain cases, to increase its solidity. The white lead forms a simple mixture with linseed oil, and not a combination. and the mixture is less homogeneous than that which is formed by oxide of zinc. By a series of different methods which give very concordant results, Mr. Breton compared the covering power of white lead and zinc oxide. He found that for an equal weight the spreading capacity of the zinc oxide is nearly double that of the white lead. For equal volumes, the cover ing power of zinc oxide is superior to that of the white lead, but as for equal quanti ties the first of these bodies forms a much less fluid mixture with the oil, it is neces sary in practice to make the zinc paint thicker in order to obtain the same result. He shows that fresh white lead paint gives off emanations containing lead and which may in some cases bring about serious consequences to persons who are obliged to breathe them. This series of experiments forms a new argument in favor of substituting zinc for lead paints, which is so much to be desired from a hygienic standpoint, and presents so many advantages from a technical point of view. --Scientific American. Mixed Paint Prices. Uncontrolled and unreasonable competi tion in the paint trade has always led in evitably to one of two results--degradation of product or financial ruin. The buyer always demands lower prices, and any ex cuse or no excuse is sufficient to furnish a reason for such demand. Usually he has managed to secure his object--apparently, that is. We say apparently, because as a rule, when he gets lower prices, in the end he gets lower goods. This is the explana tion of emulsion paints, of goods on which the manufacturer's real name does not ap pear, and of the oceans of trash which are sold annually over the counters of country drug and hardware stores. This year the argument for lower prices is based upon the lower price of linseed oil, the petitioners conveniently forgetting the fact that when oil was selling at eighty cents a gallon prices were not advanced. They also ignore the fact that practically everything else that goes into the produc ing of paint, from labor to lumber, is higher than it was a year ago. The leading manufacturers, in view of the facts with which they are painfully familiar, have, we believe, wisely decided to maintain last year's prices in their forth coming lists. The real matter for surprise is that any of them should have contem plated doing otherwise. From the point of view of a " mere theorist " there has al ways been too intense competition in price and too little in quality. It has always been, we believe, and always will be possible to sell high-grade goods on their merit, at a remunerative price, against anything that can be simply offered on the ground of low price. To illustrate, we know one manufacturer who makes several grades of paint, but one in particular which is the final fruit of long experiment on a large scale and of applied experience. This paint is sold at a price which, we think, is in advance of anything else on the market. It is offered on its merits, is pushed as "the best and most economical," among the people that want the worth of their money, but are willing to pay for value received. And it sells 1 That is the significant fact--it sells. We are convinced that trade can be done on these lines by the right people with the right goods.--Drugs, Otis and Paints. A Nice Plum For the Manufacturing Trade Department. La Crosse, Wis,, Dec. 19, 1903. Mr. M. Taylor, Peoria, Ills. Dear Sir:--The writer is very sorry to receive letter of the 16th stating you would not be able to be here on account of illness. Hope you will be all right in a short time. We are running a special train consist ing of 28 cars of our goods from La Crosse-to Bloomington, 111. They will reach Peoria on the 23rd about 6 p. m. The writer will not be with the shipment, but our Mr. A. Hirshheimer and Mr. Clarke will be there, and if you feel well enough to go we will be glad to have, you accompany the train from Peoriado Bloom ington. Practically all the goods in this train load were painted with your Devil's Red and Bull Frog Green. You can get all the glory out of this you can. Yours truly, LA CROSSE PLOW COMPANY The Manufacturing Trade Department reports specifications for full car shipments and contracts for year's supply received during the month of December from the following : The Walter A. Wood Mowing and Reaping Machine Co., Hossick Falls. N. Y. Wilder P. Clarke, Winchendon, Mass. Midland Manufacturing Co., Torkio, Mo. Rock island Plow Co., Rock Island, 111. Moline Plow Co., Moline, 111. Racine Sattley Co., Springfield, 111. .Rhea Theilens Implement Co., Peoria, 111 Jenks & Muir Manufacturing Co., De troit, Mich. Buckeye Churn Co., Sidney, Ohio. Heineke & Co., Springfield, 111. 0007-SWP-000128340 i White City Devoted to Matters of Interest to Our Representatives. PUBLISHED BY PAINTS, ENAMELS COLORS,VARNISHES VOL. I. DETROIT, MICH. JANUARY 23, 1904. No. 35 K R, OOUOALL, Sa c k s Ma n a o k r The information contained m this paper is of a confidential nature. Please destroy after reading and do not leave lying around. Come On, Boys, The business is rolling into us in streams from all directions. Our men are now nicely started, and taking their calibre into 1 consideration, and the number that we have on the rail, we have a right to look fora large volume of business, j Most of our men have made a splendid : start in the spring campaign of 1904, but : we are sorry to state that there are severa who are a little slow' in striking their gait. We hope that there will he no exceptions to the rule from now on, and that you all will be getting your full quota of business soon. A W MARTIN. We are just in receipt of a car-load order for New Era and Acme Quality brands taken by our Mr. A. W. Martin from our distributers, Messrs. F. E. Beach & Company, Portland, Oregon. We can handle ail the business you can send us promptly. R M DILUNGS. We are in receipt of a car-load order sent us by Mr. R. M. Billings from our distributers, Benedict, Warren & David son Co., of Memphis, Tenn. They report that they are going to sell more paints and varnishes this year than ever. Ashland, Ohio, Dec. 29, 1903. Acme White Lend and Color Works, Detroit, Mich. The pleasant relationship commercially that exists between us prompts an in dividual acknowledgment of yourbusiness methods and the sustaining of your repre sentative, and harmonizes with the way you have lilted all specifications with which we have favored you through him or at bis instance in contract. Wishing you a glad New Year, I am. Yours, verv truly, ` F E MYERS. The other day l entered Acme Paint and Varnish Remover in a race with a remover called Var-Ni-Go, manufactured by A. S. Boyle & Co., of Cincinnati. We applied it to the panel of a door with four coals, two of paint and two of varnish, about is years old. He applied Var-NiGo with a brush, I used my hand. To use race talk, there was nothing to it, he hadn't got away from the post when I was coming down the stretch. Var-NiGo wouldn't touch the varnish, so 1 applied a coat of Acme and took Var-NiGo, varnish and paint off. 1 took the purse, an order for two gallons in one's. Ea p We are in receipt of a car-load order from our distributers, E.& F. King& Co., of Boston, Mass. This order was sent in by our District Sales Manager, Mr. E. J. Carlyle. We are hearing complaints from our Factory Manager to the effect that he has not quite enough of these kind of orders. CAPT W D NEAL Our special marine trade representative has sent us in an order for a car-load of marine paints from The Buffalo Ship Chandlery&SupplyCo., of Buffalo, N. Y. Linseed oil has advanced quite strongly the past week. We felt positive that oil would go up just as soon as the market felt the demand for spring business. We feel positive that this is only a preliminary advance, and that we can look for a rising market from now on. Now is the time to push New Era Paint, We predict the largest consumption of prepared paints in the history of the country, and our men should "Take Hold and Lift," in order not to be left at the post in the struggle for the prize. We are making the best paint in the world. VVeshould have the largest volume of business on same. It is up to our representatives. 0007-SWP-000128341 WHITE CITY NEWS 1 n WILSON. We wish that we could report that all had made as good a start as Mr. 1. D. Wilson. Mr. Wilson started off about the 4th day of January, and by the 14th he had secured business from the retail trade amounting to approximately thirtyfive (35) thousand pounds. This is a very nice start indeed, and we hope that the balance of our representa tives will fall into line, and show us the bi ggest season's business that we ever saw-. Paints, 1 take great pleasure in presenting to you a subject which I consider of vital im portance to all dealers in hardware, and submit the same to your personal con sideration. Competition m the hardware business today, we must admit, is very active, and in order for us to continue to realize the same profit we did in the past it will necessitate changing channels and methods of doing business. This condition has no doubt presented itself to a great many and has proven a difficult problem to solve. I have given it considerable thought, and, in fact, I have made some experiments, and can see but one way out of the diffi culty, and that is, to increase our sales without materially increasing ourexpenses. This condition can be brought about to a certain extent by adding to our stack kindred lines, such as mixed paints, varn ishes, brushes, etc. These goods, we may safely say, rightfully belong to the hardware business, being requirements of the builder. It seems to me that the retail hardware stock, in order to be fully up to date, should consist of everything used by the builder that can be conveniently carried in stock, in which event the con tractor or owner who is buying hardware supplies for building can also buy his re quirements in the paint line without going elsewhere. The existing circumstances have not come upon us suddenly, but have been working in that direction for a num ber of years. Several years ago the question of hand ling paints was presented to me, at which time I felt 1 did not have the room or ex perience to handle a line of that kind, but on the earnest solicitation of a paint sales man I decided to giveit atrial, andaddeda line of mixed paints to my stock. The result was that J found 1 had plenty of room, as it does not require a great deal of space. The investment was not a large one, and I was able to increase my sales considerably without any material increase in my expenses, and at the end of the season, when I come to close my books, I found that 1 had made a nice profit in ad dition to my usual profit on hardware. This, no doubt, has been the experience of others, and 1 think it worthy of the consideration of every hardware dealer who is not handling a line of paints. There are, however, a great many paints on the market today which would not be a profitable investment for anyone, and a little precaution is necessary in deciding on the brand of paint to handle, so that when you do sell a bill of these goods you know that the result is going to be perfectly satisfactory, and the same customer will return to you when in the market for more goods, in addition to which, so long as the building painted with goods bought of you remains in good condition, it is a constant advertisement, and inquiries for paints from new trade will no doubt result in sales of other lines which you carry.-- Iron and Steel. S, H. HART. Mr. Hart has landed a new distributer at Toledo, O., Merrel! & Co. Their first order consisted of a large car about 50,000 lbs. Come on, boys. We are in receipt of a contract from The Anderson Company, Little Falls, Minn., manufacturers of bob-sleds and wagon boxes, covering year's supply of goods, dipping paints, reducers and varnishes; also specifications fora large order to be shipped immediately. This is the third consecutive year, and their factory is equipped with Acme Dipping Tanks, track and trolleys. An Original Ditty. Mr. Pettet Robinson, of Robinson Bros. & Co., Louisville, Ky., composed the following and delivered it at the December meeting of Ti-Ki Club No. 8, held on December 30th last. Following the T1-K1 meeting Messrs. Robinson Bros. & Co. tendered their house and traveling staff a banquet, an annual event of several years standing, which was thoroughly enjoyed by all: R. B. & Co.'a Truaty Pew. Our bandare few. but true and irled, In R. B. C we are allied To make our bouse the very best. And will we win7 Well. I guess, yes ' Our traveling men are all the show. They sell the goods and out they go On railroad trains, on steamboats few. For a boat which will move. It looks pretty blue. Weil, let us look at the lives of some, Whose deeds of glory must be sung There's McAfee, lllustrous knight. In manly form he Is not slight. His love for food it is immense. If soup is served be is incensed. Plummer we have with his stories bold, And loud are the laughs when they are told. G N, Rock, that stolid man, He and Mac are penmen grand. "'Ti Saturday night." we've heard proclaimed By Mr. Joe. the " king " well named. For system and order he can't be beat. Yet alas, his desk Is the rats retreat Now Harry Pfingst, of changesheet fame. Has trouble enough to be insane. His skill in reading is unsurpassed. In his copy and the original there's no contrast When Saturday comes the Massie boys Bring into the house so many joys. As they tell a tale wiih eyes of tears. Of goods .eft off. don't draw no fears But poor Mr Charles and his pal, Mr Cliff, Think it not wise for accounts to drift So when days of grace are very few, They call for the money P D Q Detr Davie Wolf we can't forget. Like him there never ever was yet. At selling jobs he is ihe best. And swears they all will stand the lest. I've heard reports of a string of cars, So many, they'll reach from earth to Mars Mr Alec. !tis he has done this rash act, He orders In bunches and that's a fact To the rest of TI-Ki's here's wishing good cheer, May they not think omitting their names queer For I've said too much now, I fear startingarow. So f bid you good night with this little bow Unless you push yourself forward others will push you back. If you never try to do more than you have always done, you will never know how much you can do. Success will only smile on him who proves himself brave.--Salesmanship. # # 0007-SWP-000128342 White City News Devoted to Matters of Interest to Our Representatives. PUBLI9HEO BY PAINTS,ENAMELS COLORS.VARNISHES VOL. I. OCTROIT, MICH JANUARY 30. 1904. NO. 36 A New Baby in the " Acme Quality " possible for the thermometer to hover in j To CAT THE CLIMAX. Family. the region of 100 degrees, and the Chair j We have decided to let you offer this We have christened it " Porch Furniture Red is such a bright, beautiful, permanent ' case as a ?5.oo assortment. You know Enamel" because its mission in life is to and attractive color that no one thinks of what that means. The gross amount of brighten and beautify articles used for connecting it with "a warm time"--evi) I the case is $9.00. Forty per cent, dis furnishing the porch, veranda and lawn. minded persons whose thoughts might count means $5.40 to the dealer. You It is made to bear up bravely under the drift in that direction recognize at a glance I sell it for $5.00 and he gets not far from severest tests of rain and shine, and will its properties as a counter irritant to the ' t o per cent, extra without charge, turn up smiling and happy under conditions hottest rays of Old Sol. I Tell the boys of our jobbing friends that of exposure that ____________________ this tine is to be would ruin the con considered as one stitution of ordinary of the items upon finishes used in the which sales count same manner. in the spring prize The label tells you what the goods are for, and when you stop to reflect upon Porch frK contest, and all they have to do is to simply write Porch Furniture Enamel the magnitude of the "porch furniture fad" that has de veloped within the EnamelJ/M on the notices they send us -- we will see that the amount is counted to their past year or so, it credit all nght. will take you about two seconds to LJ^/ It seems to us you will have to do make up your mind that it is "a good <jL considerable hunt ing for the dealer one." Put up in quarts, ................ - pints and half-pmts -- just the sizes everybody wants to fixuplastyear'sfur- niture, or to trans form some old piece of stow-away woodenware with seating J It's put up in easy-fo-open packages, V/ his customers. who will not invest to the extent of a $5.00 bill in an as sortment of this kind, that he must recognize at a glance is a good thing for him, be cause it's good for You have only to present capacity into an up-to-date article to dis with a label that makes everybody want it right to get results. Show your label play upon the front veranda next summer; it, and a show card to reinforce this im and show card and the colors. The label just what is needed to make the children's lawn swing " a thing of beauty and a joy forever," and something the householder can't get along without when it comes to finishing the lawn settee that is to repose invitingly on the shady side of the fence in the hot and sultry days of July and August. The Settee Green imparts a finish that is so cool and inviting that you forget it is pression, that simply renders it necessary for the dealer to display the goods--his customers will do the rest. Here's the line, list prices, and assortment: Qts Pts. % Pts. Qts Chair Red 75 45 *5 Settee Green 75 .45 .as Railing Black. 75 .45 .25 * * -* Discount to retail tra<Je 40 per cent, S> 5 S 2 That's 80 per cent, profit to the dealer on his investment. That ought to be good enough to satisfy, and it is. itself will sell the goods when they are displayed--and then that profit of 80 per cent, on the investment for this assort ment. The last argument ought to be the finishing stroke for any man who was really trying to hold out against your arguments. If there is anything more you want to know about these goods, just ask questions. We are through, except watching for results, and we don't think there's any doubt about them. 0007-SWP-000128343 WHITE CITY NEWS must be in a position to act independently, promptly and correctly. A salesman may be compared to a me chanic who requires certain tool3 for the performance of his work. A good me- j chanic with poor tools can do better than a poor mechanic with good tools. A salesman should take pride in doing well with the tools and material supplied him by his house. His hue of goods and the prices are the Acme Paint and Varnish Remover. material from which a salesman con I find that m several instances paint firms are selling a so-called paint and varnish reinover, and 1 have satisfied myself that not a single one of them is anywhere near equal to ours. I called on structs trade, and his genius is displayed by the excellence of his work, not by sit ting around in a hotel, mourning over in adequate equipment. With a plain old barlow- knife as their a large contractor recently, and after talk only tool, some men can produce most ing lead, colors, etc., 1 told him I had the wonderful and intricate carvings of wood. best paint and varnish remover on the The fewer advantages the salesman pos market. He started to laugh, and when sesses in goods and prices the more proud he got through, stated that every paint he may be of successful accomplishment salesman calling on him claimed the same In this day and age no salesman is re thing, but that samples submitted and stricted to the employment of one method tested did not substantiate their state of accomplishing things; we are surrounded ments, with but one exception, and that by an exhaustless ocean of ideas; we have even in that case one of the tests made ' only to draw as we need, unhindered, had proven too much for the remover he i limited only by our power or diligence thought was the best on the market. 1 then took my demonstrating can from my pocket and told him 1 wanted to show him Ideas move the world of commerce. Some salesman never seem to have "ideas" of their own for advancing busi what ours would do. He directed my attention to a board on a wall paper striper, pointing to a very delicate spot, and said, ness; they have " ideas" in abundance of the kind that retard business, however. They can always " tell" when the other " there is where 1 tried my remover and fellow is "wrong," but cannot find or it was one of thethings it will not touch, as suggest a practical remedy. it is shellac, and is too hard a test for any The ideas that employers want are the remover." He was about to get some practical ideas, the ideas that showprofits. thing for me to demonstrate on when I A salesman whose " ideas " convince him asked him to let me try our remover on it. that he can sell " lots of stuff " if " goods He did, and inside of a minute I had the and prices are right" simply has an idea bare wood staring him in the face. He then said, you have told me the truth and when I get nd of this stuff I will order which means " he can sell goods if the orders are ready and waiting for him to copy them into his book." your remover. And in the mean time 1 would like to have you send me a catalogue of your full line of paints and varnishes. _________________ H. P. A salesman who will take time to sit down and do a little real "thinking" and planning will sell more goods and make more money than the man who works like an automatom. A Few Suggestions. When a man enters the employ of an. Many men go out on their trips half other as salesman, it is expected that he ready, having relied upon someone else to will make all honorable efforts to secure supply them with samples, price lists, or business and that he will earnestly en information, taking it for granted that the deavor to advance the interests of his other fellow would do the work right, too house by the use of his intelligence. indolent or shortsighted themselves to give When in the employ of another, absolute this important matter careful personal loyalty to one's employer is demanded. attention. This means also loyalty to the goods one A man who is continually making mis sells. takes when he takes orders causes both j Without employers there could be no his house and his customers an endless I employes ; both are necessary parts to the amount of trouble and loss. i productive whole. Once out on the road a salesman abso- I A man who quarrels with his bread and lutely "stands on his own bottom." He 1 butter is not wise. Silver Lake, hid., Jan. 20, 1904. 1 wish to endorse your high grade paint by giving you my experience with same for the past year. I am an old practical painter and have used many different kinds of mixed paints, as well as pure lead. During the past year 1 have painted some houses with New Era Paint which I have formerly painted with lead, and have seen the difference in both the number of gallons required and the finish. I want to say that I can take New Era White and trim any strictly pure lead job that was ever spread, and show several shades difference in color. There is no question but that New Era will cover at least twenty-five per cent, more surface, and do it better, than any pure lead paint or any mixed paint that 1 have ever used. Again, the colors are true to color and are so strong that they wear and are bright as longastheyremain onthehouse. Theevenness with which they are ground and the purity of tone give tliem extreme time and service as well retention of color; m fact the only objection that I have been able to find is that in using same it requires a very strong trestle or ladder to support them and my workmen whom 1 employsaytbattbey lift as though they were nailed tD the ground. You are at liberty to publish this letter if it will be of any service m giving other practical painters the best paint on earth to use. You can count on me for a friend of New Era. Yours respectfully, JOS WALBURN S. A. Weller, Zanesville, Ohio, one of the largest potters in the Zanesville dis trict, has again closed with us for his entire requirements in Eclipse Potters' Colors and Varnish. We have just closed contract with the Fairfield Lawn & Swing Co., Brunswick, Me., for their season's requirements in materials of our manufacture. These people have a full equipment of Acme Dip ping Tanks and have long been users of Acme products. F. B. Tait Manufacturing Co., Decatur, ill., has entered into contract W'ith us for their requirements of paints, etc., for the ensuing year. They are extensive manu facturers of agricultural implements. This is our third successive season with them. A large order for immediate shipment accompanied contract. # 0007-SWP-000128344 White City News Devoted to Matters of Interest to Our Representatives. PUBLISHED BY PAINTS .ENAMELS COLORS,VARNISHES Vo l . i. DETROIT. MICH FEBRUARY 6, 1904. No. 57 F R DOUQALL, SAKS ma a a q c r The information contained in this paper is of a confidential nature. Please destroy after reading and do not leave lying around. Believe in Yourself. Believe in yourself. That is the way to make other people believe in you, and it is the way to become what you want to be. It is the people who have believed thor oughly m themselves and their missions who have made the world believe in them. Napoleon was a great general because it never occurred to him that he could lose. Luther changed the thought of Europe and the history of the world because he be lieved so thoroughly that he was rightthat nothing could daunt him. Columbus gained the support of a queen and found a world because his belief in himself inspired confidence in others. One of the chief reasons that men fail in life is not for lack of talent or opportunity, but wanting pluck and perseverance, they halt at critical moments in the journey and are lost. Those who have reached the pinnacle of fame or who have accomplished great deeds, have done so by heading for the unknown shore, and, like Columbus, sailing on," with no thought of turning back or abandoning the pursuit of the object sought to be attained. Salesman ship. The evening mail just brought in your notice regarding Porch Furniture Enamel, and I must say 1 think it is the " real thing," and see no reason why we shouldn't have a nice sale on the goods. Wish you would send me about two dozen Michigan Seal White Lead in Oil. of the labels, and same number of both the color cards and show cards, such as you sent me, as I wish to write to my trade in Northern New York that I have already seen this year, and will send them each a set and see if I can't get orders from them. I. D w. We claim, with good reason, that our Michigan Seal brand of white lead cannot be surpassed, if equalled, by any white lead on the market as regards opacity, or body, covering capacity, whiteness, fine ness of texture and durability--all im portant qualifications. The question has arisen, " How can our Since Jan. 4th, l have been giving some claims be substantiated ?" and the answer attention to Interior Enamels, Paint and is, " by comparative test " A test of this Varnish Remover and Varnishes, and, character should be made with great ac find that my sales are increasing from the curacy and care, and either nf the follow practical demonstrations which 1 make to every dealer. I find that my sales are as follows: Remover, 10; Varnish, 4; Enamel, 6; ing tests will tell the tale: t es t no 1. Weigh out four ounces " Michigan Seal" in a clean can (weighing the can first), the last named being over 100 gallons. then add two ounces linseed oil, stirring 1 find that by comparing my sales with the same period of last year they are more than doubled. I hope to make this in creased ratio for the remainder of the year. Business is Ai in old Indiana. w J s. thoroughly. Then weigh out four ounces of any other well known brand of strictly pure white lead (weighing the can first), and add two ounces linseed oil, stirring equally with the other. Paint a space on black surface with each of the leads, using a clean brush m each case. TEST so 2 Add two ounces linseed oil to each of the cans, stirring thoroughly, and paint two more spaces alongside the first, and same dimensions as the above, using the same brushes for each lead, and applying same as before. S A HUNTER. TEST NO 3 Add two ounces linseed oil to each of the cans, and apply to same dimensions in the same manner as above. We hope that this information will be of interest and use to you in building busi ness in this most excellent lead. We are in receipt of another car-load order for New Era and other " Acme Quality" lines from our distributers, Hackett, Walther, Gates Hardware Co., St. Paul, Minn., with which they favored our Mr. S. A. Hunter. We shipped them a large car on January 15th. Our record last month on car-load business was 14 cars. We would like to see this month still better. Come on, boys. It Can't Be Beat* iowa City, [a., Jan. 30th, 1904. Acme White Lead and Color Works, Detroit, Mich. Gentlemen:--We have carefully tested your French Crown Tinting Ochre and can truthfully say it is the finest thing of the kind we have ever seen. Yours truly, BYRON STILLWELL 0007-SWP-000128345 White City News Devoted to Matters of Interest to Our Representatives. j to our interest, as well as the salesmen's, presentatives. It builds profitable busi to establish and maintain confidence and ness that must grow. good will, which we realize can only be if there is any salesman who fails to . done with honest goods, honest treatment, possess selling outfits for our #5 and $10 and a vigorous and helpful business policy. assortments, or for the special Porch Fur Are you ready for the spring fray? niture Enamel proposition, it is only F H DOUOALL. SALES MANASCR Those $s and $10 assortments mean a lot necessary to ask us, and all details will be to the salesmen who recognize the fact sent him in care of his house. Die information, contained in this paper i.t of a confidential nature. Please destroy after reading and do not leave lying around. that the time is here when dealers are looking for the right line of goods with which to meet the spring demand for I articles in our line that are demanded so extensively after the winter season, and ' "- Are You Ready ? especially when house-cleaning time comes. Tell them that now is the time to place .The battle for spring business is right their order, and have the goods nicely in sight. We feel that the White City is displayed with pertinent advertising matter represented by an army that is well ready for the very first calls that are sure equipped for the fray from every stand to come thick and fast in a short time. point. Their banner is "Acme Quality," What dealer will deliberately refuse to and it stands for all that should bring stock a Sio assorted case of goods he commercial success. , ' knows are right and are bound to sell -- We take a back seat for nobody. 1 especially if we give him the special en- S H. HART Wherever paints, enamels, stains and ; couragement of an extra quantity without We are just in receipt of a telegram from varnishes are used there is a place for ; charge amounting to practically io per our district sales manager, Mr. S. H. "Acme Quality" goods and they are enti : cent, of his order? Hart, stating that he had landed a new tled to a conspicuous position. | It don't require much talking or urging concern for a car-load of New Era Paint There is nothing better and very few ! on the salesman's part--just a statement and Acme Quality Specialties. We are just as good when it comes to goods in | of facts. glad to note this, because every new our line for general use. The contestants among our jobbers' customer is one more step gained in the No dealer has ever yet made a mistake salesmen in the spring campaign are al right direction. We would be glad to in offering a line backed by the White ready placing orders freely, being well receive more telegrams of the same de City organization. They have no excuses prepared, and an early start is half the scription. to offer customers for failure to fulfill re battle. We are awarding special prizes as quirements. Quality is right, package is fast as they are earned. We have just been honored with a visit right, advertising is right, and so is their Don't forget the special proposition on from Mr. E. H. Bowman, secretary of the profit. Tieing up to an Acme Quality $5 assortments of Porch Furniture Enamel A. B. Whiting Paint & Glass Co., line means that they can assure their --good only until March 31st. It is Topeka, Kan. Mr. Bowman was very trade they offer the best obtainable for liberal enough to biing good results, but enthusiastic over the outlook for the dis each and every purpose for which the so liberal that we could not stand it for a tribution of Acme Quality goods m the various lines are offered. longer period. We are assuming the ex state of Kansas this year. He states the The salesmen of our jobbing friends can pense in the manner explained in the outlook far business was never better, and offer the goods with complete confidence special proposition in order to get this line that the A. B. Whiting Paint & Glass in our ability and willingness to back up quickly before dealers in all parts of the Co. had laid their plans to take care of a every claim, and without any hesitation country, and in preference to spending the largely irereased volume of business this due to a fear that they may possibly money in general advertising through or- year. He expressed himself as being "queer" a good customer who depends 1 dinary channels. highly pleased with what he saw of the largely upon their judgment and recom \ It is an opportunity at an opportune time up-to-date factory facilities and organiza mendation for the goods they stock. It is that is appreciated by all our jobbers' re tion of the White City. 0007-SWP-000128346 WHITE CITY NEWS purpose, as well as for showing our file number. The file number enables the file i clerk to locate previous correspondence at a moment's notice, and relieves the mail clerk from the necessity of looking up and putting file number on the papers. We hope that the boys will help us out in tills matter all they possibly can. H. R Tibbett's Paint Co. C. H. BETHGE. Above is one of our star representa tives, but we had the hardest time getting a photo from him of any man ever in our employ, but we kept after him until we got it, and here it is. if we were as good looking we would be having photos taken all the time. Mr. Bethge travels in Okla homa Territory and manages to place many stocks of New Era and Acme Quality goods each season. Correspondence. The distribution of mail received daily would be greatly facilitated if our repre sentatives would kindly observe the fol lowing and be guided accordingly: You are provided with correspondence blanks designed for the purpose of keep ing us fully advised covering different items of interest, coming under your ob servation, and for giving us information pertaining to matters we have occasion to refer to your attention. There is a prom inent notation on the top of this blank which provides that a separate sheet should be used for each subject referred to. Notwithstanding this fact, the cases in which our instructions are carried out are very rare indeed. If more than one subject is referred to in the same letter it frequently happens that the letter concerns more than one department, and it either is necessary to mutilate such letters, or entail delay, be fore everyone concerned has had an oppor tunity of noting your remarks. it takes but very little longer to comply with our wishes, and we know you would all do so if you only realized what a saving of time would be effected. We would like you to make it a point to always mention on correspondence sent to us, whose letter you are responding to, and the date of same. The correspond ent's initials are all that are required. We are preparing a stock of new blanks and a space will be provided on same for this As illustrating what push and energy may do m the development of a business in a short time, we cite the case of the career of Mr. W. E. Little. A few years ago he started to handle Acme products in a jobbing way at San Diego, and his suc cess at this point prompted him to open up a wholesale and retail store at Los Angeles, a little over a year ago, still retaining and operating the business at San Diego as before. In one year he developed such a handsome trade on the "Acme Quality'' line at these two points, as to attract the attention of the manager of a branch store of a large eastern paint manufacturer with the result that on February ist the stock and business of the W. E. Little Paint Co., at Los Angeles and San Diego, Cal., was bought out by Mr. H. R. Tibbetts and friends, and with a largely increased stock of paints, colors and varnishes and ample capita) and business experience, the trade demanding our product, "Acme Quality" paints, oils and varnishes will be served even better than when the busi ness was conducted under the progressive management of Mr. Little and his able partner, Mr. Wing. It gives us pleasure to mention the fact that Mr. Tibbetts in a few years of conscientious work, rose from delivery boy to manager of whole sale and retail paint store. In his present position at the head of the H. R. Tibbetts' Paint Co., and his popularity and stand ing with the paint and varnish trade in Southern California, we predict for his company a continuance and enlargement of the success of their predecessors. They will act as our distributers for Southern California with two large and well equipped stores at Los Angeles and San Diego. Kempton, Ind., Jan. 27. 1904. Acme White Lead and Color Works, Detroit, Mich., In regard to varnish, 1 have used differ ent varnishes as much or more than any other painter my age in this country, and I think I know what l am doing, and I recommend your varnish as the best that I have used at that price. Yours truly, JESS M. MERRITT We wish to impress upon our represen tatives that we are still offering our special offer to dealers on New Era Varnish. All of you are familiar with this most liberal proposition. Last fall we were more than _ pleased at the records our various sales men were making in placing this special offer, but since the turn of the year, we have been rather disagreeably surprised at the small number of orders that we are receiving on this special offer deal. We should, with good reason, expect fully double the number of orders in the spring that we receive in the fall, and we hope that our men will "take hold and lift" and see if we cannot push New Era Var nish to the front at a more rapid pace. A Word to Our Distributers. The season is at hand when the greatest demand exists for goods of our manufac ture. it's time now to commence dis tributing as liberally as possible the ad vertising matter with which you have been provided on our various lines. Especially is this true of those #5 and 3? 10 assortment booklets. They explain in de tail a proposition that appeals to your cus tomers and by keeping them posted in this manner you will not only secure consider able business as a direct result, but will educate them to lnok tn you for ail supplies of this character. Spring Advertising of $5.00 and $10.00 Assortments. During the months of March, April and May we shall run a full leaf (printed on both sides) special insert in the Hardware Dealers' Magazine. The insert is so worded as to direct inquiries for the goods to the jobber. It is also provided with a corner coupon to be cut off and mailed to us, on receipt of which we furnish com plete information, color cards, etc., and advise the inquirer of the jobbers nearest him who are in position to supply the goods. This is ail supplemental to the special advertising to be done for the various jobbers who have already favored us with large stock orders. We feel that no stone has been left un turned in pursuing our policy of assisting jobbers and distributers who interest them selves specially in the Acme Quality line. 0007-SWP-000128347 White City News Devoted. to Matters of Interest to Our Representatives. PUBLISHED BY PAINTS,ENAMELS COLORS,VARNISHES VOL. I. DETROIT, MfCK FEBRUARY 20, 1904. NO. 39 R. OOUGALL. SAVES MAHAOEK The information contained in this paper is of a confidential nature. Please destroy after reading and do not leave lying around. Glad to Have Him 'With Us, Mr, John H. Munroe, who recently be came a member of the White City, has had a long experience in every branch of the varnish business. His experience has been of a most practical character. There is no part of his calling, from the melting kettle to the placing of goods with con sumers, in which he has not been directly engaged. It may be truthfully stated of him that he has been brought up in the business. For twenty-one years he was cnnnected with our neighbors, the Detroit White Lead Works, and for the most of insuring the manufacture of varnishes that cannot fail to fully meet the varied requirements of the many classes of trade to whom we cater. We feel that we are to be congratulated in securing his co-operation, and bespeak for him the kindly reception from all our home organization and traveling represen tatives, which we have no doubt will be extended, especially a man whose per sonality, as well as ability, win friendship and respect on very short acquaintance. Out President's Valentine. him--a big bright, beautiful, red, heart shaped valentine--with words and senti ment as warm and ardent as the brilliant cover m which they were encased, and on which his name was daintily engrossed m the unmistakable script of a lady love. No wonder he has shown symptoms of the spirit which envelopes him. We can only sigh a sigh of untold envy and sub mit the verses which have been his un doing : A vaUntine T send to you. Oh, William, dear, (Snurds like a breach of pronl>ecase) But do not fenr. This is the thing 10 do lumglil. You must recall. And I am bound to do It right. Or nut at all Do you wonder why I chose you From them a|P 'Tts hpcanse I want some varnish For my hall. Of all the " Mixtures/' your " Mixed Paints " are best-- There's nothing worth the usmg'Mongst the rest You'! I see that I appreciate you Every time, So will you let me be Your valentine' MR J H. MUNROE. Who Tos just jome.l our Vanuch Department that time had complete charge of their varnish plant. Mr. Munroe will work particularly in the varnish sales department, but will also act closely with the factory manager in ** lr> the spring- a young" man's fancy Lighiiy turns to thoughts of love " The above quotation was not on Mr. Davies' valentine, and it appears only be cause for several days past he has been acting in a manner that would justify its use from the standpoint of appropriate ness. The thermometer, which has been hovering in the region of zero, would scarcely justify a manner attributed to ardent disciples of cupid, and which is popularly supposed to be encouraged by the advent of the balmy breezes of spring, with their attendant birds, buds and blossoms. The mystery was solved, however, by the discovery of a valentine addressed to DAN DAVIES. Dan just sent us in an order for a car load of Acme Quality products, taken by him from the Tuttle Paint & Glass Co., of El Paso, Texas. We can take care of more of these kind. " Come on, boys." 0007-SWP-000128348 WHITE CITY NEWS any manufactory are due to one or more of the following three causes: r--Poor or inappropriate materials. 2--Unskilled, careless or hurried work. 3-- Agencies of the weather, or atmos pheric influences. Neal's Interior Enamel. Every dealer handling a line of New Era Paint should also handle Neaps Interior Enamel for inside work. Neal's Interior Enamel should be considered a companion line. It is decidedly to the advantage of THOMAS NEAL. the dealer to carry a line of these goods, a l e a. KHLLV. because they are particularly adapted for We are in receipt of an order sent in by Mr. Thos. Neai, our secretary and finishing interior woodwork, walls and Alf. for three car-loads of Acme Quality general manager, left Detroit this week ceilings, when a sanitary, durable and goods that he received from our distribut for an extended trip through the South. artistic enamel effect is desired. ers at Los Angeles, Cal., The H. R. He intends to be gone several weeks and Furthermore, the margin afforded the Tibbetts Paint Co. These are the kind will visit most of the important cities in dealer is a liberal one, the goods readily of shipments we like to make, and we can the South. He intends looking over the netting a profit of at least 40 per cent. take care promptly of all you send us. field very thoroughly. We are enjoying There is no reason why every one of " Take Hold and Lift." a very handsome business from that sec tion now, but the South is in such a prosperous condition, and is expanding so our New Era agents should not handle Neal's Interior Enamel in connection with New Era Paint, and the best of reasons Brown's Example. " There," said Brown, with a shake of his head, * ] ve painted the bouse and the ban- and the shed. rapidly, that we feel that our business can why they should. The fence has been fixed, and the lawn's been mowed. be increased very materially. Mr. Neal But l do wish the town would fix up that road Make it your business to see that before It's a shame. I call :t, jusc plain and flat, intends finding out just what is necessary to accomplish this result. He will also pay visits to our various distributers. close of the season of 1904 this becomes an assured fact. The field is a good one, the enamel is right in every particular, That we have to drive over roads like that, I'll wait no longer. ?*11 slart today. And fix my part of it. anyway." Now, Brown was one of those fellows who the price is within the reach of all, and if When they start a Hung, just " rush it through," Troubles of His Own. you make up your minds that you will And a week or two aftw, as Neighbor Jones , Was driving home with a pair of roans, A few of the troubles that the practical do your utmost to make Neal's Interior Brown's mad was dry. while his own. next door, varnish finisher has to contend with and Enamel the most sought enamel, and Was mud to the depth of a foot or more. " By George." said Jones, " I'll let Brown see overcome; some of his duties and hard equally as popular as New- Em Paint, we That I can build roads as wei: as he *" ships briefly enumerated. Many of these would be conspicuous by their absence if the finisher always used high grade var are assured that success will attend your efforts. " Take Hold and Lift." Now, Neighbor Smith, who lived below. Saw Jones repairing Ins mad, and so He fixed up his. ro be " in the game." And Neighbor Robinson did the same, nishes such as our New Era line. And soon every householder in town Was trying his best lo "beat out Brown." Bllslenmr. . Loss c-f luslre, Materia/. And now when the town Committee meets To talk of roads, they call ihem *' streets." ' . lv Iv Brushes, keeping, Care of Vohn les. Minute scratches, "' Perishing. The monl this tale to the reader brings Applies to roads and other things - Reforms, like snow-balls, wii. keep on growing \t somebody only sets them going. Causes of troubles Pitting, Cheap Japans and Dryers. Pocking. --Joe Lincoln, in Farmer s Force . . Pnmmg, t . Proper temperature. * , in varnish room, Puckering. Cold weather, effects of. P sandsags, 1 --old Sherman & Garnelt a $15.00 as sortment of New Era varnishes last fall. Color coats.hnDortanceof. V Color coots, proper com * , Mr. Semrns bought some of the extra No. # bination of. i" '. , Roughstuff spreading, Runs. Rus mg. 1 Coach, and says he was very much sur prised when painter said only one coat was required on some new work filled 1 * . hardening, swelling. with wood filler, and after second coat had been applied he said it beat anything 1 , of wood. Fire checks, Flaking, Flailing. Frost checking. Gram showing. Wetting the floor. Green, turning, When to finish, Injects in varnish room. Work .and working, Wrinkling Many of these terms are unintelligible to the ordinary man, but it is safe to cUssify same into three general divisions; and to state that the troubles incident to the painting and varnishing department in s s a,'c o mb Above is a very good cut of Sam. He joined the forces of Acme representatives last summer. His territory is Central Illinois. Sam has just sent us in a car load order from Brady Bros. Hardware Co., of Jacksonville, 111. He is a capable salesman anda man who will makefriends wherever he goes, and we predict that he will build up a business on Acme Quality goods to be proud of. he had ever seen. Mr. Garnelt says he will not handle anything but New Era varnishes. _____________ ww Washington, Iowa Acme White head and Color Works. Detroit, Mich Gentlemen --l received twelve and one-half lbs of jour French Crown Tuning Ochreand will say that I ihink it is the best thing in its line t ever tried I< is just as you have claimed it to be It is the best tinting that I ever used m strength, brilliancy and clearness. Yours truly, Be n KtY.ES 0007-SWP-000128349 Date Memo /rom-F, J, SCHULTE i j 0007-SWP-000128350 White City News Devoted to Matters of Interest to Our Representatives. PUBLISHED nr VOL. I. DETROIT. MICH FEBRUARY 27. 1904. iS'O. 40 Co-Operation Between Employer these vapid outpourings within the circle Employee. of their intimate friends, their gall and venom find an outlet with their customers. Now, how in the name of common- sense, can they expect to do business, how- hold their positions, under these circum F FT OOUOALL, Sa l 3 Ma h ag c b stances, under these conditions ? The information contained m this Do they think, do they for a moment in ' their own minds, believe that a merchant paper is of a confidential nature 1 is apt to buy or patronize an establish P/ease destroy after reading and do ment, where the very men in their employ, not leave tying around. drawing their salaries, their expenses paid by them, are acting, to use vulgarism, as " knockers." No, this particular species, this par ATP R KELLY' ticular style of traveling men (and thank heaven they are rare), are short lived; We herewith print an address delivered they a re continually changing from house by our Mr. Alt. R Kelly before the Pacific to house, continually keeping up the same Coast Commercial Travellers' Association " knocking" tactics until finally they wind at one of their meetings in San Francisco up in an inglorious end, and are no longer recently. We imagine we can hear Alf. heard of, having vanished into "iunixcu- with his usual eiociuence delivering it: ous desuetude." I shall simply treat of one phase of this On the contrary, watch the career of subject, namely, the relation existing be that traveler, whose whole aim, whose tween the employer and his representative . whole object, is the interest and advance r m r :u .i \g s upon the road. [ Mutual good-will, esteem and respect is We have just received an order for three i a necessary essential; without this, all car-loads of Acme Quality goods to be j else is a sham, a mere seeming, a super shipped to the Gray-Dudley Hardware i ficial glaze or veneer, that may crack and Co., of Birmingham, Ala. This is nice ! break through without a moment's warn business, and we can handle more orders 1 ing, bringing to light all that is mean, all ment of the firm by whom he is employed, working hard, earnestly and conscientious ly, always a good, kind and pleasant word for his employers, who is ready to resent as a personal insult, any slur or reflection upon the honesty orintegrity of his house, any insinuations as to their methods of of the same character. that is low, all that is vulgar and coarse carrying on their business; that man, 1 in human nature. With good feeling as say, is bound to rise, is bound to make his A Good Word for French Crown the foundation-stone, many little trifles, j mark in the commercial world, is bound to Tinting Ochre. many little peculiarities of temper, many I have the love, the honor, the respect and Burlington. N. J . Feb. i6lh, iqoe. little faults of manner, are overlooked; al 1 the good will of those with whom he Acme White Lead and Color Works. lowances are made for mistakes of judg comes in contact, both his customers and Detroit, Mich. ment, and indiscretions not intentional--a those by whom he is employed. Gentlemen -1 received your sample of French smile and a laugh cover many otherwise He works hand in hand with his em- Crown Tinting Ochre and have given it a thorough , trial, and would s.iy It works finely under the brush, j heart .strings, and smooth over any little j ployers, their interests are his interests, and for Strength is all light. It is ground finely, and rufflings of temper. / their loss his loss, their gain his gain. my men say it tsas nice a yellow to work In as they have ever used.and some of them are tux veryyuung m the business. I would have let you known sooner about It, but work has been so scarce that we have just opened it within (he past week. [ How many of us in our experience, have met with traveling men whose main busi ness appears to be continually and con stantly railing at, and reviling their em His customers soon learn to appreciate this trait in his character; soon commence to believe that if the employee is such a staunch friend, such a staunch defender, Au g u s t u s Ca r t e r , I ployer; never a good or kind word to say such a staunch champion of his employers, 415 South Wood Sh I of them? Not content with confining that they must possess some traits, some 0007-SWP-000128351 WHITE CITY NEWS characteristics, to earn this grateful feel he has push and energy, and recognizes ! ing, to command this respect, and they in ' the fact that he must gain their good will, turn become imbued with this feeling, their respect, their friendship; that he mutual good-will reigns between employer, must, as it were, enter into a pact or employee and customer, which results in partnership with his employees, treat them increase of trade, numerous orders, and as liberally, treat them as men, treat them a natural sequence, in an advance of salary as human beings; confer and discuss with to the representative. them as to the business situation, as to This is the traveling man's standpoint. the business conditions; listen respectfully Now let us glance at the other side of the to any advice or suggestions they may shield, what do we gaze upon ? have to offer, knowing that often they The same aid human nature, with all its ' are in a much better position, coming as faults and frailties: with all its virtues , they do into direct contact with the trade A. M WOODWARD and lovable qualities. I and customers, to judge of tile temper and The stern, harsh employer, who, having will of those with whom they trade, than risen after years of hard work and labor ! the head of the firm, whose whole time is to a proud and prominent position in the ; occupied in looking after the details and commercial world, and having climbed to : management of the business. the pinnacle of wealth and prosperity, This type of employer is eagerly sought looks down from his high monument, with after by the best and most successful men scorn and contempt upon his humble em on the road, he it is who retains his men ployee, scarcely considering him worthy a 1 and from whom it is impossible to tnke thought or glance, looking upon him as a i them away, no matter what flattering machine, an automation, his paid serf, his j offers they may receive; they are pleased The manager of our Promotion and Publicity Department left here last Tues day evening to attend the convention of the Ohio State Retail Hardware Dealers' Association at Cleveland. He returned Thursday morning looking rather "rocky." He had no sooner taken his seat at his desk when the following telegram was handed him : Cleveland, O , Feb. 35, 1904 Mr. A M. Woodward emolumented slave, whose whole life, ' and satisfied with their position, recognize Your golashes were found at three o'clock this a whose service, whose very thoughts, that they are well looked after and located, m and delivered to me In presence of Ed Hoag and whose very soul belongs to him and him and do not care to change. Jun Dougall, We refuse to say where ihey were found * Bu s t er Br o w n ' alone, who binds him with the fetters of In conclusion, the traveling man who servitude, and brands him with the paltry has the interest of his firm at heart, who I We wish to caution our representatives salary he reluctantly engages him with. does nut look at his position in the mere in future how they wire into the house Cross and severe, with never a kind or sordid light of dollars and cents, is the after receiving a visit from our worthy friendly word, overlooking no fault or man who is bound to climb to the topmost Manager of Promotion and Publicity. mistake, never praising or commending, j round of the ladder of success in his pro watching every chance, every opportunity ' fession, and, per contra, that traveler u ho They Seem to Suit. of discovering some little petty wrong, ! merely travels for want of something to some peccadillo, visiting same upon the The advertising department wishes to acknowledge the receipt of the following poor unfortunate traveler with terrible ! do, and a salary to draw, is from the very 11 kindly commendations" from the " boys penalties; rough, gruff and uncouth to beginning a failure; the sooner he rccog- on the road: " those unlucky enough to be in his employ, nizes this fact, the better for all concerned. St Louis, Mo , Feb 25.1904. making life a burden, and a very hell upon So, also, that employer who carefully New sample card is -to hand and ! want to say that earth for them. This is the man who watches out for the welfare and happiness same is, without a doubt, the finest paint card [ have ever seen put out by a paint company since I have wonders why business has fallen off with of his representatives upon the road, is been peddling paints, and that is quite a while him, why it is not as it formerly was, why . sure to attain the highest business pros- he cannot retain his traveling men, why , penty, whereas the employer who has no his profits keep dwindling and dwindling, ! care, no thought, no idea of those under why new and younger men, with modern ; and more progressive ideas of business, ' him, is certain to record a failure. pass him on the road to success, what is ALF R KELLY their secret, why are they constantly ad vancing and advancing, whilst he, on the contrary, is continually retrograding? Good traveling men will steer dear of Please accept my long delayed thanks for Ground Color and Dark Oak Vamo-Floor-Slain. I wish to state that Davies' Yarno-Flour-Stain is the best of its kind that ever happened After finishing the floor him, and if unfortunately they are com pelled by circumstances to remain with him, their heart is not in their work, and they are constantly on the lookout for a up with it, my wife decided that it would be best to paper the rooms so that I could see after the work. While J was away, down town, the paper-bangercame and moved the piano out from the wail so he could work around the walls My wife was very much house where conditions and surroundings are more agreeable. That merchant, who on the contrary ex ercises a kind and humane interest m the distressed, thinking the floor was mined, however. I am happy to say that aside from the marks made by the weight of the piano on ihe rollers, no harm re sulted. And this is the more to be wondered at as the flooring was pine wood (hard) I examined these welfare of his representatives, is on the road to success, and the secret of that suc cess consists in the fact that he accommo dates himself to the spirit of the age, that marks closely, but found the surface unbroken Am delighted. to say the least, and shall push the same at all times. Thanking you again. I am. Respectfully, ' C. L. W. Yours respectfully, d a n Da v ie s . Mr A M Woodward; Allow me to extend congratulations on our new color card. Consider this type the reaiest I have ever seen in the color card line Tn my opinion 'tls perfect I think " it swell " Yours, etc,, P c f r ayser Sandwich. Ills , Feb 23,1904. Toe ``new" New Era Paint sample card received today at Ltlaiid, Ills , and I must say the general style of It is most attractive. The reading matter is Improved, but I cannot say that I ihmk the colors show to as good advantage as in the old card. That is. I think 'hey. as a whole, look much darker than In the old card, but on the whole I like the new card very much Very truly yours. A D. Ho a g g Oklahoma City, Feb. ai, 1904. Permit me to congratulate the advertising depart ment in the way, shape, form and coloring our ad vertising matter of late is govten out. My customers expressed themselves that they are fine. Yours respectfully. P. H BfcTHGE 0007-SWP-000128352 White City News Devoted to Matters ofInterest to Our Representatives. PUBLISHED BY PAINTS.ENAMELS COLORS,VARNISHES 1m m VOL. I. OCTHOIT. MICH FEBRUARY 27, 1904. NO. 40 F R DOUGALL, s a l es ma n a g e r The information contained xn this paper ts of a confidential naturePlea se destroy after reading and do not leave lying around. Coming events cast their shadows before them." It is a part of the duty of the secret service department of the WHITE CITY NEWS to find out things that will later develop into interesting news items, and to post the boys, specially in order that they may meet such contingencies in the proper spirit and with unfaltering nerve. Keep your eye on the sign of the Skate, 10S Fourth street, Troy. We understand it is to be changed to a pair of Skates. A Good Word for French Crown 'Tinting Ochre. Burlington. N" J , Feb 16th, tqo4. Acme Whth Lead and Color Works. Detroit, Mich Genilemen -I received your s.xmple of French Crown Timing Ochre and have given it a thorough trial, and would say it works finely under the brush, and for strengih is all right It is ground and my men say it is as nice a yellow to work in as they have ever used, and somenf them are not very young in the business I would have let you known sooner about it. but work has been so scarce that we have just opened it within the past week. AUGUSTUS CAKTfctf. *tS South Wood St. CoOperation Between Employer and these vapid outpourings within the circle Employee. of their intimate friends, their gall and venom find an outlet with their customers. Now, how- in the name of common- sense, can they expect to do business, how hold their positions, under these circum stances, under these conditions? Do they think, do they for a moment in their own minds, believe that a merchant is apt to buy or patronize an establish ment, where the very men in their employ, drawing their salaries, their expenses paid by them, are acting, to use vulgarism, as "knockers." No, this particular species, this par air r . rar.v ticular style of traveling men (and thank heaven they are rare), are short lived; We herewith print an address delivered they are continually changing from house by our Mr. Alf. R Kelly before the Pacific to hou=e, continually keeping up the same Coast Commercial Travellers' Association " knocking" tactics until finally they wind at one of their meetings in San Francisco up in an inglorious end, and are no longer recently. We imagine we can hear Alf. heard of, having vanished into "mnoccu- with his usual eloquence delivering it: ous desuetude." 1 shall simply treat of one pha-.e of this On the contrary, watch the career of subject, namely, the relation existing be that traveler, whose whole aim, whose tween the employer and his representative whole obj'ect, is the interest and advance upon the road. ment of the firm by whom he is employed, Mutual good-will, esteem and respect is working hard, earnestly and conscientious a necessary essential; without this, all ly, always a good, kind and pleasant word else is a sham, a mere seeming, a super for his employers, who is ready to resent ficial glaze or veneer, that may crack and as a personal insult, any slur or reflection breakthrough without a moment's warn upon the honesty or integrity of his house, ing, bringing to light all that is mean, all any insinuations as to their methods of that is luw, all that is vulgar and coarse carrying on their business; that man, I in human nature. With good feeling as say, is bound to rise, is bound to make his the foundation-stone, many little trifles, mark in the commercial world, is bound to many little peculiarities of temper, many have the love, the honor, the respect and little faults of manner, are overlooked ; al the good will of those with whom he lowances are made for mistakes of judg comes m contact, both his customers and ment, and indiscretions not intentional--a those by whom he is employed. smile and a laugh cover many otherwise He works hand in hand with his em heart strings, and smooth over any little ployers, their interests are his interests, rufflings of temper. their loss his loss, their gain his gain. How many of us in our experience, have 1 His customers soon learn to appreciate met with traveling men whose main busi this trait in his character; soon commence ness appears to be continually and con to believe that if the employee is such a stantly railing at, and reviling their em staunch friend, such a staunch defender, ployer; never a good or kind word to say such a staunch champion of his employers, of them ? Not content with confining that they must possess some traits, some A 0007-SWP-000128353 WHITE CITY NEWS characteristics, to earn this grateful feel ing, to command this respect, and they in turn become imbued with this feeling, mutual good-will reigns between employer, employee and customer, which results in increase of trade, numerous orders, and as a natural sequence, in an advance of salary to the representative. This is the traveling man's standpoint. Now let us glance at the other side of the shield, what do we gaze upon ? The same old human nature, with all its faults and frailties; with all its virtues and lovable qualities. The stern, harsh employer, who, having risen after years of hard work and labor to a proud and prominent position in the commercial world, and having climbed to the pinnacle of wealth and prosperity, looks down from his high monument, with scorn and contempt upon his humble em ployee, scarcely considering him worthy a thought or glance, looking upon him as a machine, an automation, his paid serf, his emolumented slave, whose whole life, whose service, whose very thoughts, whose very soul belongs to him and him alone, who binds him with the fetters of servitude, and brands him with the paltry salary he reluctantly engages him with. Cross and severe, with never a kind or friendly word, overlooking no fault or mistake, never praising or commending, watching every chance, every opportunity of discovering some little petty wrong, some peccadillo, visiting same upon the poor unfortunate traveler with terrible penalties; rough, gruff and uncouth to those unlucky enough to be in his employ, making life a burden, and a very hell upon earth for them. This is the man who wonders why business has fallen off with him, why it is not as it formerly was, why he cannot retain his traveling men, why his profits keep dwindling and dwindling, why new and younger men, with modern and more progressive ideas of business, pass him on the road to success, what is their secret, why are they constantly ad vancing and advancing, whilst he, on the contrary, is continually retrograding? Good traveling men will steer clear of him, and if unfortunately they are com pelled by circumstances to remain with him, their heart is not in their work, and they are constantly on the lookout for a house where conditions and surroundings are more agreeable. That merchant, who on the contrary ex ercises a kind and humane interest in the welfare of his representatives, is on the road to success, and the secret of that suc cess consists in the fact that he accommo dates himself to the spirit of the age, that he has push and energy, and recognizes the fact that he must gain their good will, their respect, their friendship; that he must, as it were, enter into a pact or partnership with his employees, treat them liberally, treat them as men, treat them as human beings; confer and discuss with them as to the business situation, as to the business conditions; listen respectfully to any advice or suggestions they may have to offer, knowing that often they are in a much better position, coming as they do Into direct contact with the trade and customers, to judge of the temper and will of those with whom they trade, than the head of the firm, whose whole time is occupied in looking after the details and management of the business. This type of employer is eagerly sought after by the best and most successful men on the road, he it is who retains his men and from whom it is impossible to take them away, no matter what flattering offers they may receive; they are pleased and satisfied with their position, recognize that they are well looked after and located, and do not care to change. in conclusion, the traveling man who has the interest of his firm at heart, who does not look at his position in the mere sordid light of dollars and cents, is the man wiio is bound to climb to the topmost round of the ladder of success in his pro fession, and, per contra, that traveler who merely travels for want of something to do, and a salary to draw, is from the very beginning a failure; the sooner he recog nizes this fact, the better for all concerned. So. also, that employer who carefully watches out for the welfare and happiness of his representatives upon the road, is sure to attain the highest business pros perity, whereas the employer who has no care, no thought, no idea of those under him, is certain to record a failure. ALF. R KELLY. Please accept ray long delayed thanks for Ground Color and Dark Oak Varro-Floor-Stsln. t wish to state that Davies' Varno-Floor-Stain Is the best of Its kind that ever happened. After finishing the floor up with It, my wife decided that it would be best to paper the rooms so that I could see after the work. While I was away, down town. The paper-hanger cane and moved the piano out front the wall so he could work around the walls. My wife was very much distressed, thinking the floor was mined, however. 1 am happy to say that aside from the marks made by the weight of the piano on the rollers, no harm re sulted. And this Is the more to be wondered at as the flooring was pine wood (hard) I examined these marks closely, but found the surface unbroken. Am delighted, to say the least, and shall push the same atall times. Thanklngyou again. 1 am, Respectfully. C L. W. A M. WOODWARD. The manager of our Promotion and Publicity Department left here last Tues day evening to attend the convention of the Ohio State Retail Hardware Dealers' Association at Cleveland. He returned Thursday morning looking rather "rocky." He had no sooner taken his seat at his desk when the following telegram was handed him: Cleveland. O , Feb. 25. 1901. Mr. A. M. Woodward Your golashes were found at three o'clock this a m and delivered to me in presence of Ed. Hoag and Jim Douga.II. We refuse to say where they were found. " Bu s t er Br o w n " We wish to caution our representatives m future how they wire into the house after receiving a visit from our worthy Manager of Promotion and Publicity. Tli^Seem to Suit. The advertising department wishes to acknowledge the receipt of the following 11 kindly commendations " from the " boys on the road : " St. Louis, Mo . Feb 1904 New sample card j s to hand and 1 want to say that same >s. without a doubt, the finest paint card I have ever seen put out by a paint company since I have been peddling paints, and that is quite & while. Yours respectfully, Da n Da v ie s . Mr. A M. Woodward : Allow me to extend congratulations on our new color card. Consider this.type the neatest ( have ever seen In the color card line. In my opinion *tfs perfect. 1 think " it swell." Yours, etc,, P. C. Fr a y s er . Sandwich, Ills., Feb 33,3904 Tne `new" New Era Paint sample card received today at Letand, Ills., and I must say the general style of it is most attractive The reading matter is unproved, but I cannot say that I think the colors show to os good advantage as In the old card. That is, 1 think they, as a whole, look much darker than in the old card, but on the whole I like the new card very much. Very truly yours, A. D. HUAtiti Oklahoma City, Feb. 21, 1904. Permit me to congratulate the advertising depart ment In the way, shape, form and coloring our ad vertising matter of late is gotten out. My customers expressed themselves that they are -fine Yours respectfully. P. H. Be t h g e . A# mLk laLi* 4. 0007-SWP-000128354 M" M W't:t:i3WAUID 4S White City News Devoted to Matters of Interest to Our Representatives. ruausnED av PAINTS,ENAMELS VOL. I. DETROIT, MICH MARCH 5, 1904. NO. 41 The i?iformation contained in this paper is of n confidential nature. Please destroy after reading and do not leave lying around. The Boys Who Sent in Car Load Orders This Week: R. M. BILUNGS, W. J. CARLYLE, A. D. HOAG, P. H. BETHGE, I. D, WILSON, Mr. Billings landed a new distributer in New Orleans, La.--David Bemhart. Two cars. W. J. Carlyle landed a new distributer at Providence, R. 1.--The Union Electric & Supply Co. One car. A. D. Hoag's car was from Sickels, Preston & Nutting Co., of Davenport, la. P. H. Bethge sent m a car from the Alexander Drug Co., of Oklahoma City, Oklahoma. I. D. Wilson sent in an order for a car from John!.. Thompson Sons& Co.,Troy, N. Y. This is the second car this year from them. We also received a mail order fora car this week from G. F. Culmer & Bro., Salt Lake City, Utah. This is starting out the month of March fairly well, but we can take care nicely of all that comes in. Let us make this month a record breaker. DINNER TO SYRACUSE MEN. Burhans & Black Company Officers and Traveling Men Banquet. The officers and traveling representa tives of the Burhans & Black Company and the Syracuse Hardware & Iron Com pany, numbering more than twenty, were tendered a complimentary dinner at the St. Cloud hotel last evening by J. W. Carlyle, district sales manager of the Acme White Lead and Color Works, Detroit, Mich. After dinner there was speechmaking and a smoker. A glance at the menu would give one the impression that hardware men have ostrich-like appetites, as each dish was given an appellation familiar to the trade. "Consomme in Cups'' was "Davies' Liquid Filler," "Sliced Tomatoes" were " Devil's Red in Distemper," " Roman Punch" was " Interolite Finish," "Teal Duck " had " Neal's Carriage Top Dress ing," and so forth. But while the guests did not eat paint and nails, they talked them. The responses to the toast list glistened with wit and humor as well as with practical business points. J. William Black acted as toastmaster and himself talked about "System," pre facing his remarks with a story of an un welcome visitor who was kicked down six flights of stairs from the top of a wholesale house, a different member of the firm or employe providing the motive power on each landing. Mr. Black repre sented the victim as saying after he finally reached terra firma: " ] don't know how much business this house does, but the system is perfect." J. W. Carlyle, the host of the evening, responded to the toast, " Acme Quality." He said that the trade in the East m all lines is looking for quality rather than price. Col. H. N. Burhans was the next speaker. He got more applause than any of the other speakers. As he rose his business associates made pleasant remarks about his candidacy for department com mander of the New York State G. A. R. He spoke on "Expansion" and told a good army story. W. W. Plumb spoke on "Two Per Cent, and Credits." Other speakers were: C. C. Saylor, " Buying"; W. H. Judson, " Prices M. J. Reynolds, " Five and Ten-Dollar Assortments," and F. S. Persing sang a song. After the formal toasts the men had a good time talking over business and telling yarns. Mr. Carlyle promised that similar occasions would be common hereafter. Those present were: Col. H. N. Bur hans, J. W. Black, W. W. Plumb, O. D. Burhans, C. T. Blanchard, M. J. Rey nolds, W- H. Judson, W. J. Cowles, Joseph Born, Charles H. Reusseau, A. L. Hammond, A. T. Strong, D. Eggteston, Charles Dietel, M. G. Hayes, F. S. Persing, S. I. Haynes, Charles F. Diel, Joseph Black and J. W. Carlyle. To Our Representatives. The railroads have never been so con gested m their history. Everybody is complaining about being held up on ac count of not being able to receive goods on time. Every class of business is effected, manufacturers, jobbers, dealers, are all having their troubles with the railroads to a greater or less extent, it is the wise, up-to-date, progressive business man who recognizes a condition that exists and takes steps to counteract its effect to as great an extent as is possible, and he is the man who gets the money. Therefore, we wish our representatives would lay particular stress upon existing conditions and use same for an argument why their customers should place theirorders prompt ly, and should also anticipate their re quirements to as great an extent as possible until better shipping conditions prevail. 0007-SWP-000128355 WHITE CITY NEWS Salesmen Who Create Business, The idea of knowing just a little more Salesmen who are able to go out into about his goods than the mere order-taker the world and create business are the knows is the key to the true salesman's highest types of tile men of that profes success. He must first know what he is sion, says Tke Retailers' Journal. talking about when he attempts to sell a With such salesmen the central and ever dominating idea is to make business --not merely to take orders from old cus bill of goods, [f he has cultivated along with his knowledge some graces of speech and manner, he will be better able to tomers. How to accomplish their purpose present bis case. The man of refinement! is the thing which they are at work on who will talk of things whose nature he constantly. While other salesmen may thoroughly understands, can always get a be telling stories or having a good time hearing, and sell goods, enlarging all the waiting for a chance to see a customer, time the field they are made to occupy. the man with the creative thought upper Such salesmen are truly creators of busi most m his mind is trying to study out a ness. plan whereby he can carry out his purpose. As a rule, it will be noticed that the best salesmen of this class make but little fuss when talking business with their customers, but it will also be noticed that Nothing Like It. CoffeevUle, Miss , Jan 13, r<jo4 Acme White Lead and Color Works, Detroit. Mich. what they have to say goes right home; Dear Sirs ---I write you to semi me color cards and, instead of arguing with the customers which you put up In small boxes. Have lost one you he instructs him--tells him things of in terest about the goods under consideration. sent me last year. They are very handy to carry in vest pocket, and are very valuable for selling New Era I have worked hard for the past three years to He will point out qualities that another j knock out the Collier lead, which had the lead here salesman never knew existed, and he will tell about these things in such a way as to command the attention of the customer. And what is more, he will tel! the truth, for the past ten or fifleen years, and have about suc ceeded. For the past three seasons I have painted x good sized houses and one church. Three years ago 1 came here from St. Louis to paint a house fora friend of mine, It was his desire lor me to put on the and tell it in such a simple, straightfor ward way that the customer will be certain that it is the truth. The salesman who is able to create Collier lead I informed him that he was making a big mistake m using the Collier, and that [ could re commend to him a paint which Is far superior material to the Culller. '' Well," he said, `` as you are an old painter and an old friend 1 am bound 1o take your business does not resort to misrepresenta tions In order to sell gouds, for lie knows it is not profitable. He wants to sell his customer again, and he must retain his confidence. He must feel certain that the customer believes implicitly all he says, for this is necessary to his general plan of work. In order to do this creative work, the salesman must avoid many of the ruts into which a great many salesmen fall. He must carve out a course of his own, and first of all he must inform himself concerning the goods he offers for sale. The knowledge which he acquires from study is his chief stock-m-trade. By thorough application he will be able to learn so many little things about the nature of his goods that he will both interest and surprise his hearers when he talks to them. From a traveling man of this class the retail merchant will often get some information concerning the goods he is handling that lie did not possess be fore, which enables him to talk intelligent word," so 1 put on two coats of New Era, pure white, with green hUnds. The house is as fresh as a daisy today, and is the best advertisement 1 could get for miles in this country. The day ] started this, my first house in Coffeevllle, a painter from Water Valley was second coating one m the next block to me. That house today is now ready to be done over again, when mine with New Era is good for six years now, and all others which 1 have lone since. Of course 1 have built up a good reputation, for they say 1 am a good painter. " Well, that may all be," [ answered, " but. my dear friends, you must not forget the material which 1 put on to build up a reputation." I always give them this answer "Jt is the New Era, my friends And another thing. If you find where any of the houses 1 have painted with the New Era have cracked or scaled, I will paint your house for nothing. Now show me a Collier house which has been painted three years ago. In as fine a condi tion as my first house, and I will give you the price In cash to paint your house." I have eight houses to do this summer and every one of the owners want the New Era. Bates & Co., at this place, will get all my orders, which will be supplied by your Memphis branch, by the way. Prospects are fine for this season, and 1 hope to dip my brush in many cans of New Era. Wishing you good prospects, 1 remain, Tours truly. ly about the goods with his patrons, P. O. Box 73 P J. Be r n a r d . pointing out virtues the customer never knew the goods possessed. As a result, Last fall I sold L C. Purdy, of Gagetown, Mich., a new demand has been created for the goods. The same rule applies to the store salesman. New Era Varnish He says Ills the best varnish he ever handled and will not handle any other. Yours truly, w Wes l ey Dangerous to Stay at Home, The following statistics from one of the oldest and most responsible accident in surance companies, covering a period of forty years, show the accidents that are liable to happen to all men without regard to occupation: Percent Accidents to pedestrians . ..... 34 T4 At home (indoors)................................. 18.80 Norses and vehicles .. . *8 16 At home (outside) ................................. 15.9B Recreation......................................... <515 Railroad travel............................................ 4 77 Bicycle accidents.................................... a 06 Street car travel. . . ................... a.74 Use of firearms........................................ 1 73 Animal bites............................. -. ... 15a Assaults................................................. 1 20 Steamship travel......... ......................... yo Miscellaneous ................... ,og TOC OO Based on the showing over such a long period it would appear that the fellows who stay at home are taking nearly all the risk. Mr. Smith, of Flint, is a practical painter and he told our Mr. Watson Wesley that a gallon of New Era Paint would cover IOO square feet more surface than a gallon of lead and oil, and cover it better. This is a splendid recommendation for New Era. We should be selling double the amount of New Era we are selling. Let us all try to double our business this year on this line. Stockton. Cal. Feb 12, xyoa. Gentlemen --I think that the hoys now have an excellent opportunity of disposing of large quantities of Vul-K-Lac, owing to the very high price of both alcohol and wood alcohol shellacs Do not allow your customers to confound same with turpentine shellac, shellacina, surfacer, etc , which are simply liquid fillers, and can orly be used on soft wood , whereas Vul-K-Lac may be used any where. on both hard and soft woods, as a perfect substitute for shellac Last summer whilst in Los Angeles [ gave the finisher foT Reichenbach. a maker of fine fancy designed furniture, a half-pint sample can and asked him to test same. He laughed at me, told me that 1 did not know what I was talking about, bat good-naturedly promised to try It anyhow, and that he would be careful that It did not do much damage Well, this trip 1 met him in the store of the W. E Little Paint Co , Los Angeles, Cal . and he Informed me tliat he was using it altogether, not only as <1 firstcoater, but as a finishing varnish as well, and would not go back to shellac Would advise that you send Hie boys small sample boards, both hard and soft boards, finished In one and (wo coats i tf11 you It ts a strong argument when you can save the consumer Si 00 and upwards per gallon Respectfully, Al f R KELLY I asrt just m receipt of new color card showing the thirty-eight colors. I want to say that the arrange ment of same is very becoming, and I think will do much to assist in sales It appears almost like a new line, as the arrangement (s much be;ter classified. These helps are appreciated by both the trade and salesmen. '* Many thanks." Yours respectfully, Wil l J Sel v ag e. 0007-SWP-000128356 I Ml? A M W0 0 I) W A I? I) 45 White City News Devoted to Matters of Interest to Our Representsnv<a m m VOL. I. MARCH 12, 1904. NO. 42 The Varnish Manufacturers' Problem. Varnish manufacturers are confronted with a problem which it will be necessary to solve within the rear future, if it is the purpose of those engaged in the industry p n. DOUOALt, Ka l es Ma n ag e r to do business along legitimate lines in The infonnalion contained in this paper is of a confidential nature. Please destroy after reading and do not leave lying around. Standing of Districts. Total Sales for the Month of January. respect to securing proper and reasonable returns from their business and on the money invested. The problem is a neces sary readjustment of their prices and terms in accordance with existing conditions as regards materially advanced costs of District B ................................ 1st Position " D ................................ad " F..................................?d " A ................................4th " C ............................... 5th " G....................... 6th " E ................................ 7th " K....................... 8th " J................................9th " H............................... toth w w Vv Now Is The Time w w Mr to talk $5.00 and $10.00 Assort* roents of Total Sales (or the Month oi February. District A..................................1st Position n E................ * St V It D............... ....................... 3d i 1 C............... G44 .......................... 44 *( 4< V St V V B 6th....................... ....................... F44 ........................ J 8th4 I .......................... ...................... ** (( St St to dealers. They are ready to St St "do business," and want the H....................... K............................ " i St " ; St V special inducements offered in St these assortments. A New Use. V St A new use has been discovered for St emmm Acme Paint and Varnish Remover. It is St. %> just the thing for softening hard paint j brushes, and thoroughly cleaning same. The brushes should not, however, be allowed to remain in the remover for any great length of time. The fact that our product is suited for the purpose referred to is another good talking point when offering the goods to your trade. finished products, due to steady and con tinuous advances in the cost of raw ma terials and operating expenses. The supply of varnish gums for some years has been gradually diminishing, One of our representatives states that this point in favor of Acme Paint and Varnish Remover appeals strongly to painters. Make good use of it at every opportunity, and it will r.o doubt aid you owing to a scarcity of both gum and labor. The falling off in receipts, coupled with an increased consumption, has naturally resulted in continual advances in prices. in securing business. Turpentine, owing to combination among producers whereby the output is materially restricted, has advanced to a very high figure. Rosins, also benzine, used in some of the cheaper grades of varnishes and dryers, have also advanced in prices There has been a very considerable in crease in tiie cost of barrels, tin packages, packing cases and chemicals. Fuel, labor and operating expenses generally are higher than formerly. In fact, without almost any exception, in every item of expense necessary to produce the finished product, advances have occurred, which, in the aggregate, have resulted in an im portant increase in the cost, but without any corresponding increase in selling prices. The volume of business done has been satisfactory, but unfortunately this cannot be said of results as regards profits, due to reasons stated. It will therefore be necessary. In order to keep this industry in a healthy and normal condition, for the manufacturers to so readjust prices that these heavy increases in cost may, in a measure at least, be covered, and a reason able advance above cost secured. Con ditions as regards present and prospective cost of raw materials and production are such that it will be necessary for manufac turers to either advance prices to a reason able and proper extent, do business with out profit, or at a loss, or reduce the cost of manufacture. A reduction in the cost would necessitate a cheapening or lower ing of the standard of quality, a course which it is hoped no manufacturer will consider. In view of the situation, there fore, a readjustment of prices and terms in accordance with these facts may be anticipated, and for the general good it would seem as if buyers and consumers of varnishes and dryers should be willing to co-operate with the manufacturers in their endeavors to maintain the present standards of quality, and also secure a reasonable return from their business.-- Oz7, Paint and Drag Reporter. 0007-SWP-000128357 w h it e c it y n ew s The Logic of Mixed Paints, {Frvui . 0U\ (IHrt i'ttruis ) Within the memory of living painters, the wielder of the brush was also a paint and varnish manufacturer. Every paint shop was equipped with its slab and muller for rubbing up colors in oil, and all supersede the mixing pot, paddle and strainer with a mechanical mixer? The recent introduction of zinc white and its genera] adoption by corroders in the preparation of their mixed bases or "graded leads" facilitated this develop ment and made practicable the production The Boys Who Sent in Car Load Orders This Week: A. W. MARTIN, F. B. SANGSTER, C. F. ELLIOTT, shops of any pretensions also had their of a ready-mixed paint in which the pig small hand mills for grinding and mixing ment would remain fairly well suspended H. H. HALLADAY. tints and bases. In the course of time, in the oil. A. W. Martin's was a pooled car, com partly because of the prevalence of lead poisoning among painters, partly because of the obvious economy of machine work, and partly because of the rapid increase of demand incident upon the growth of the country, the corroders of lead began to offer their product ground in oil. This was the first step in the progress towards The first ready-mixed paint is believed to have appeared locally about the middle of the last century. The advantage of the proposition was so immediately obvious that paint factories rapidly multiplied all over the country, and where paint was before somewhat of a luxury, it speedily prising orders placed by three of his customers. F. B. Sangster sent in a car from the Buffalo Glass Co. C. F. Elliott's car was from the WarrenYarborough Paint & Glass Co., Nash ville. Tenn. H. H, Halladay sent in a car from the ready-mixed paints. The advantage, both became a necessity. By 1870 there was a Murray Drug Co., Columbia, S. C-, and in the efficiency and economy of this "paint factory" in every village, and in a car from Burwell & Dunn Co., Char practice was so immediately obvious that many thickly populated regions it was not lotte, N C. the color makers quicklyfollowed suit, and uncommon to find an old barn transformed, We also received a mail order for two thus corroders and color makers became with its bench of mills and mixers vigor cars from the H. R. Tibbetts Paint Co., paint manufacturers; a new industry1 being ously turning out compounds for (he deco Los Angeles, Cal. thereby created, while shop mixing was ration of the neighborhood. We wish to congratulate the boys on inevitably doomed. The fierce competition that resulted from the showing made thus far during the The second step towards the production this swift multiplication of enterprises re month, and hope that for the balance of of mixed paints came when the corroders, realizing either the superior results or the greater profits obtainable from mixtures of sulted in constant endeavors to secure ad vantage by cheapness, and here the emul sion paint found its chance. Linseed oil the month you will keep us on the jump in taking care of a liberal number of similar orders. pigments, began to put forth combinations was expensive, water was as free as air, of lead and barytes, lead and zinc or of all every druggist knew how to make oil and Echoes From the Manufacturing Trades, three materials, in varying proportions. water mix, and the paint manufacturer We have just closed contract with J. I. These combinations requiting only the speedily availed himself of the knowledge Case Threshing Machine Co., Racine, addition of tinting colors, oils, driers and of his friend the druggist. Wis., for their year's requirements in No. turpentine, if desired, taught not only the consuming public, but the painter as well, several important economic facts; fiist (it is claimed) that a combination of bases gives better results than a straight or un mixed base; second, that with such com pounds more work can be done for less money; third, that machinery is not only more economical, but more efficient than manual labor; fourth, that the uniformity Even in the competition of emulsions, some remarkable results were achieved; but time, which proves all things, quietly proceeded with its practical demonstra tions, and the emulsion paint, except in regions where paint is still a comparative novelty or luxury, has had its day. Since 1890 the trend has been steadily back to the pure oil paint, and the competition has been for absolute economy--the relative 645 Devil's Red. This is a very im portant deal, as the requirements of this concern are heavy, and they order in car lots exclusively. We have recently installed our dipping equipment in the plant of the Safety Fold ing Bed Co., Detroit, and have entered into a contract with them for their year's requirements in enamels, etc. The Dent Hardware Manufacturing Co., Fullerton, Pa., who are large manufacturers of materials and treatment made possible cost divided by the relative duration of of iron toys and novelties, have again by manufacture on a large scale is an important factor in securing satisfactory results. At this point the native alertness of the Yankee genius caught the logic of thefacts and quickly carried it to its inevitable con clusion. If it is advantageous and econ omical to substitute machinery and factory service. But the introduction of the ready-mixed paint and the consequent growth of paint consumption has not only popularized the knowledge of paint economy, but has directed upon the subject the attention of technicians and investigators to an extent that could not fail to result in extensive placed a year's contract with us for all supplies in our line. The Dent Co.'s plant is equipped with our patent agitator dipping tanks, and their requirements are very large. The Specialty Manufacturing Co., Titusville, Pa., who are rated as one of the largest manufacturers of lawn swings in the country, have decided that Acme organization for hand labor and shop rule enlightenment. Owing to the competitive goods are the best, and is shown by the of thumb in the grinding of lead, colors and paint bases, why would it not be similarly advantageous to bridge the en tire chasm and bring the paint factory in immediate contact with the brush? If it is advantageous and economical to super sede the muller and the hand mill with the power chaser and buhr mill, why not also claims and the eager researches of mixed paint manufacturers, no less than to the interest aroused by them, we know to-day more about pigments, vehicles and paint ing conditions than about most subjects with which the consuming public is con cerned. ( T-> be Co/'touted m oro tit .ft t\&ur ) contract recently entered into with them for their coming year's requirements. We are pleased to report contracts just dosed with Morton E. Converse & Co., New England Block and Hinge Co., and the New England Baby Carriage Co., ail of Wmchenden, Mass. These concerns all have Acme dipping equipments and are large buyers. * m 0007-SWP-000128358 tlWBW M" '-WJI'IWl >' Mar^' 12, *04.'* Just 80^, on his investment for the dealer and a prize of $1.00 per case to distributers' salesmen placing the goods during the month of March, 1904. rrniT, h im 0007-SWP-000128359 *5.00 Assortment Porch Furniture Enamel - -V LI^T PRICKS oti it * Chair Red . . . Ja 75 Jo fa 35 Sense Green ............ 75 +$ a* Railing Black........................ 75 45 35 ASSORTMENT mb i>t- yt rn 14 5 j4 5 -2 2 a Grossamourrt of this assortment ......................... .................. Less 40 per cent discount.................................................... .............. 10 12 .$900 .... 560 Enamel J Ibj t5!l>33 'i"J, ',`l- RegaVir Price ... .. . ... . . $ 5 40 Assortment price 10 new customer................................. 500 Goods furnished gratis amount to........................................................................5 0.40 Packed ready for shipment with attractive advertising matter for store display. > COLORS,VARNISHES 0007-SWP-000128360 Ml? A M WOmiWAUI) 4S White City News Devoted to Matters of Interest to Our Representatives. PUBLISHED BY PAINTS,ENAMELS< ('' U/h ' VOL. I. DETROIT. MICH MARCH 19, 1904. NO. 43 F R. OOUQALL. SALES MAHADER The information contained in this paper is of a confidential nature. Please destroy after reading and do not leave lying around. The Boys Who Sent In Car Load Orders This Week: ALF. R. KELLY, DAN DAVIES, H. N. TURNER. Alf. sent in three car-load orders--two from the Spokane Drug Co., of Spokane, Wash., and one from A. M. Hotter Hard ware Co., of Helena, Mont. Dan sent us in a car-load from the A. B. Whiting Paint & Glass Co., of To peka, Kansas. The car-load habit seems to be catching. Our Mr. H. N. Turner, of the Railway Sales Department, sent us in a car-load order this week from the Seaboard Air Line Railroad. Davies* Varao-Floor Finish. Calling a few Jays ago on one of our enthusiastic New Era agent's. V12 . M C Sparr. Wyoming. HI., he drew my attention to x new counter And glass ..how case, asking what I considered the finish on Ssime to he and hovr it looked. Making several guesses, lie then informed yours truly that'twas al1 done with * Davies' Varno-Floor-Stain." transparent finish, and claimed that for appearance and wearing qualities he had yet to find its equal. He is about to put In some more cases and declares they shall be finished in the same way S. L Ml Co mb k Your catalog covering materials for coach and carriage painting received at Howell, Mich.* in care nf the Hotel Kellogg. All 1 have to say is that ] am pTouJ to carry it around Enough said Respectfully. G C. Bu r n h a m, Jr SEEING SIGHTS AT CHARLOTTE, N. C. A Reminiscence of Hr. Neal's Recent Southern Trip. Washington, D. C., Feb. 30, 1904. Editor WHITE CITY NEWS ; As you know I left home February 17th for a trip through t)>e South--by the time I reach home will have traveled about four thousand miles. I regret that my limited time and urgent engagements made it necessary for me to omit several important cities from my list. At a later date 1 hope to visit them. The people of the South are certainly warm-hearted, cordial and enterprising people. Everywhere I went 1 was met with the "glad hand," and 1 enjoyed every moment of the time; it did not matter where 1 went, in the wild woods ol Florida 1 was detained a whole day by a train wreck (fortunately the train wrecked was not mine), but the time passed pleasantly and the " Florida crack ers " gave us "the best they had." At Tampa they were having summer weather and tlie tropical scenery was beautiful, and our good friend Mr. Thomas, manager of the Tampa Hardware Co., gave up much of his time driving me about the neighborhood. But it remained for that " prince of good fellows" and entertainer, Mr. Robert Dunn, of the Burweli & Dunn Co., Charlotte, N. C., to cap the climax with one of the most unique entertain ments to a day's pleasure that ever happened. On my arrival at Charlotte, in company with "Uncle Henry" Halladay, we called upon Mr. Dunn.. He at once asked me if there was anything par ticularly I wanted to see. I told him that i had often read in the paper that it was almost, if not an every-day occurance in Southern cities to burn a colored man at the stake ; that I had traveled about 3,000 miles through the South so far and up to then had not had the opportunity to see anything of the kind. To this he replied : " Never mind, wewill fix all that." After lunch he gave me a carnage ride around the tmvn and surrounding country, pointed out numerous cotton mills, old colonial mansions from one to two hundred years old, minus the negro quarters long since destroyed, and finally wound up on the principal street, where he had very kindly arranged to show me the one thing I had expressed a desire to see. The whole town had turned out to participate, and bid me welcome. The crowd was hilar ious, the victim despondent, bill the show was great. Yours, THOMAS NEAL P. S.--I forgot to say that the above described event happened in front of the residence of Mrs. Stonewall Jackson and I was accorded the privilege and honor of lighting the match. T. n The Successful Salesman. The head of a large concern was asked, the other day, as to the qualifications of a successful salesman. He said : " Sobriety, a great capacity for work, physical endurance and keeping everlast ing at it will make the successful sales man of the future. There are many salesmen to-day who possess those quali ties. I think conditions will demand more of them in the future. " it is coming to be a difficult problem to find capable men. Where we find one man that will work hard, who will do everything in his power to make the best of his possibilities, we find nine who fail to come up to this standard. The whole solution of the salesman problem in the future lies in that word ` work.' To-day there are too many men who are doing other things when they ought to be selling goods." Your new coach and carriage catalog received, also your New Era sample card. 1 consider them the handsomest of the kind ever put befOTe the pufcllc in my experience since T first became an Acmelte, and that is nine years ago Yours truly, Ir a C. Jo n e s 0007-SWP-000128361 WHITE CITY NEWS The Logie of Mixed Paints. [Stout D> ti '. Oif\ ami Paints ) (Continued from last week,) The result of this flood of investigation could not fail to be a bettering of materials and methods, a more intelligent selection and more exact methods of manipulation. Of this the paint consumer has received tile benefit, and he can to-day, if he so u ills, obtain a very intimate knowledge of paints, both in their technicaland economic aspects. Another result, contrary to earlier ex pectation, yet entirely in accord with the logic of things, has been the specialization of tlie industry and the establishment of the ready-mixed paint as the inevitable paint of the future. It is worthy of note that nearly ail large industrial consumers of paint, even those that order by specifi cation and formula, are inclining more and more to the purchase of compounds ready for the brush, and this tendency is inten sified every year. Painters also, with numerous exceptions among those who still believe it possible to maintain the competition of hand against machine, are rapidly yielding to the logic of facts, and more and more limiting their shop manipu lation to exigencies and special require ments. The objections to this form of paint have been threefold: the first on the score of possible, or as it is often asserted, inevit able fraud; the second on behalf of the painter, whose sphere of activity is cir cumscribed by it; the third, the technical objection on the score of quality and economy. The first objection has been practically eliminated, as indicated above, by the com petition of manufacturers and by the rapidly-growing tendency of the latter to advertise and guarantee the general form ula. it is also easy to insure against it by means of the technical information now available to anyone. The second objection is on all fours with that formerly urged against the sewing machine, the power loom and all other mechanical im provements and falls before the same facts -increased employment following de creased cost. The third objection is the one around which most of the controversy has cen tered . Can ready-mixed paints, in fact, be as satisfactory technically as paints pre pared for the occasion by an expert--what? An expert paint manufacturer, chemist, technician? No; an expert spreader of paint. That, in the last analysis, is the question : It is the paint-making specialist Our General Distributers* pitted against the specialist in the applica Alabama tion of paint; and should, it strikes us, Gr.iy & Dudley, Ri rm ingham require no further discussion. But at Arkansas bottom the question has still another Whitlow-William^ Drue Co. Fayetteville phase. Regarding the mere matter of relative merit between a machine-mixed and a hand-mixed product, it will be ap California M. R Tibbetts Paint Co., Tenbrook &.Co . H. R Tibbetts Paint Co , Los. Angeles Sacramento San Diego parent to all who appreciate modern condi tions of trade that even a simple mixture of lead and oil will be more satisfactorily made, with better assurance as to advan Florida The S B Hubbard Co.. Tampa Hardware Co- Georgia N, L. WilJet Drug Co.. Jacksonville Tampa Augusta tage of price and security against adultera tion, by the well-equipped factory than by the shop, with limited equipment and facili Illinois Geo E Watson Co , Colburn. Rtrks 8r Cc , Indiana Chicago Peon.i ties. This much may be regarded as settled; but the question of "straight" pigment versus " combinations " remains Is a combination of zinc and lead or of these with an "inert" pigmentintrinsical- The Evansville Paint & Varnish Co.. Lid . Evansville Iowa Slckels. Preston & Nutting Co., Davenport W H Torbert, Dubuque J W Edeerly & Co , Ottumwa Hormck. Hess & More. Sioux City ly as economical as a mixture of simple white lead and oil?--for practically all ready-mixed paints are combinations of the kind indicated. We not only believe it to have been Kansas A.B Whiting Pamt&Glass Co .Topeka Kentucky Robinson Bros. & Co , Louisville Maryland Carlin & Fulton, Baltimore fully established that they are more econo Massachusetts mical ; but we also believe that the great increase in their consumption, contrary to the general received opinion, has marvel E & F King & Co . Minnesota Hacken. W.ilther. Ci.iies Co . Boston Hdwe St Paul ously stimulated the production and con Montana sumption of white lead, and will continue A M Holler Hdwe Co . Helena to do so until such time as the advance of New York knowledge shall place within the reach of I Buffalo Glass Co , Sickles & Numng Co . Buffalo New York Citv paint manufacturers a whitepigment with- j Burhans & Black Co . Syracuse Jno L Thompson, Sons & Co . Troy out defects and an oil which shall be all ' North Carolina that linseed oil ought to be and is not. i Burwett & Dunn Co Charlotte Ohio Smith Bros Hdwe Co Merrell &. Co. Columbus Toledo va V --------- a VA VA wA VA VA VA VA VA VA WA VA VA VA A A A A VA V V V A The special priae offer on sales A A V V of $5.00 assorted cases of these A A VA V V goods will be continued through A A V V the month of April* All notifica AA A A tions of sales received by us up A A AA A A to May 10th, inclusive, will be A A A A counted* It's a quick-seller and a A A vA A ,good proposition. A /A Oklahoma Territory Alexander Drug Co. Oklahoma City Oregon F. E Beach & Co.. Portland Pennsylvania H B Semple & Suns, ; irdware Co :o, Phelps-Straw A Co . Easton Hanover Pittsburg Reading Wilkes twrre Rhode Island Union Hdwe & Electric Supply Co.. Providence South Carolina Murray Drug Co , Columbia Tennessee Frms & Wield. Benedict, Warren & Davidson Co , Strother Drug Co.. Chattanooga Memphis Bristol. Texas Houston Drug Co , Gremer-Kelly Drug Co. Houston Sherman Utah G F. Culmer & Bro , Salt Lake Virginia Barker-Jenmngs Hdwe Cu . Lynchburg Washington A S Johnson & Cu , Spokane Drug Co., Tacoma Spokane West Virginia The Kanawha Drug Co . Charleston The Williams & Davisson Co , Clarksburg W H. Chapman & Sons, Wheeling # 0007-SWP-000128362 Ml? A M WOODWARD A^ Devoted to Matters of Interest to Our Representatives. PUBLISHED BY PAINTS,ENAMELS < COLORS,v Ak NISHEaS VOL. I. OETROIT. MtCH MARCH 26, 1904. NO. 44 F R DOUQALL, SALEB MANAGER The information contained in this paper is of a confidential nature. Please destroy after reading and do not leave lying around. The Boys Who Sent In Car Load Orders This Week: E. R. HOAG, W. J. CARLYLE. Ed. made a new distributer at Phila delphia, Pa.--The Shoemaker & Busch Drug Co.--the first order being a twenty ton car. Mr. Carlyle sent in a car-load order from our distributers, Burhans & Black Co., of Syracuse, N. Y. Give Us a Lift. The Promotion and Publicity Depart ment wants photographs ot window dis plays of New Era Paint and " Acme Quality" goods. These make good illustrations for Spatters, and we give a brief mention of the firm making the dis play. We have to look to the " boys '' on the road to get these for us. It helps us help you to sell "Acme Quality" goods. Don't hesitate whenever you see a good window display of our goods. Get a photographer and send us the picture. "Come on, boys," and help us out on this proposition. We are in receipt of an order for New Era Paint from Cruze-Steriing Co., of Knoxville, Tenn., and upon the bottom of the letter is a notation as follows: "We are taking the town." New Era Coach and Carriage Varnishes and Japans. You all know that we can justly feel proud-oi our product .in. the. .varnish Une. Our Agricultural Varnishes have received the highest endorsement of our many friends in the trade. It took time to sur round the whole proposition and get in shape to furnish exactly what is required for varnishing anything that requires varnishing and doing it right, from the most unimportant to the very best and most critical piece of work. We are pleased to state that we have arrived at that stage. We recognized the fact that the requirements of the carriage manufac turing trade were particularly critical. This necessitated not only the use of the best materials known to the science of varnish making, but in connection the engagement of skilled varnish makers, who had made a life study of the busi ness, and we were most fortunate in our selection. In our present New Era Coach and Carriage Varnishes and Japans we offer our friends in the carriage trade goods that will fill their wants perfectly. One great trouble is frequently encountered by large consumers of varnish. One lot of goods will be found just right. The next will be entirely different, causing all kinds of trouble and annoyance. We can ap preciate just how the trade feel who have to contend with anything of this kind. We made up our minds that nothing of this character will cause comment from our friends in the trade. We have the facilities for turning out an absolutely uniform product. We have ample tankage capacity to per mit our goods to ripen properly. Our corps of varnish makers know their business to a finish. Not only this, but as an additional safeguard every batch of varnish before being shipped is carefully tested by thoroughlycompetentpeoplewho are specialists in performing this particular work. There is no reason, therefore, why this branch of our varnish line should not forge to the front with rapid strides. That the goods are right up to the handle there is no question. This assurance should bring business and lots of it. We think that we have reason to con gratulate ourselves on what we have ac complished. We depend on you to do the rest. " Take Hold and Lift." Our sales of Acme Paint and Varnish Remover are increasing, but not so fast as we would wish to see. If our representa tives would make up their minds they could sell a few gallons of these goods on every' order they took. Try it. The factory manager has come to the Sales Department with a request for more orders. Let us all pull together and try to snow them under so far that we will not have any more complaints of this char acter from the factory end until mid summer at any rate. 0007-SWP-000128363 WHITE CITY NEWS The Man Vho-Is-Afraid-ol-Work. Of all sad and pitiful things m this world of opportunity and brightness, the saddest and most pitiful is the man-whois-afraid-of-work. The tramp who has lost self-respect and shirks the respon sibilities of life is not the one considered here. He is known for what he is. But the short-sighted man who neglects his opportunities, leaves his tasks half done, works for his salary and not for himself, who is afraid of doing more than he should, in short, the man-who-is-afraid-ofwork, is a subject for the profoundest pity. He moves through his narrow span of years a failure often because he hasn't known, hasn't recognized that he is lazy --afraid of work. Helpless, hopeless, dragging his weary existence out' Pity, pity the man who is afraid of work ! The most fascinating and the most common-place thing in the world is the story of successful men: fascinating, be cause there is that in every successful life that thrills, encourages, gives us a glimpse of what we ourselves might be; common place, because the thing is so simpleand easy. We seek for the magic wand that will beguile success so that we may em brace and hold her, and, behold, there is no magic wand revealed in the lives' of great men--only seeming commonplaces: application, energy, singleness of purpose, delermination and work, work. work. It is all one story--the same plot, same setting, same action, same ending. The laggard, the man-who-is-afraij-of-work, can't find anything there to set him on fire. Not he! But the man who is in earnest finds the story of thrilling, marvel ous, inspiring interest. 1 can is marked on his brow, and work is his hope and salvation.--Pacific Monthly. Paint and Varnish Hemover. Springfield, Mass . March 3, 1904. I have demonstrated our Paint end Vdintsh Re mover several times duringthe past week, And always with some other make The lesuti lias always been (he same. vi2 . Acme away m the lead The argument of applying it on perpendicular material appeals to any dealer or consumer, and where a man has not a large quantity of some other " stuff" on hand, have secured an order Your*. truly, G J Ric h a r d s o n . Ann Arbor, Mich , March 10,2904. Acme White Lead and Color Works, Detroit, Mit.h Gentlemen --By referring to your books you will find on January 5. J904, you shipped s to gallons in s's Stucco Wall Sue, with the understanding if it met our approval wc were to buy one barrel at seme price. We find goods to be all O. K , and as we are people of our word will nuw have the barrel shipped v ia the D Y. A A &J. electric line Shall expect y ou to ship at once. Yours respectfully. Ba n c r o f t & Co Genius and Hard Work* Our General Distributers. One hears much on the subject of genius. The idea seems to prevail--a mistaken idea--that a genius can accom plish much by working little. Tn business [ believe genius is the faculty of finding just what one is fitted for--and hard work. There is no doubt in my mind that these Alabama Gtayflt Dudley Hardware Co . Birmingham Arkansas Whitlow* Williams Drug Co, Fayetteville California H R Tibbetts Pami Co . Tenbrcok & Co . H R Tibbetts Paint Co . Los Angeles Sacra merio San Diego Flunda two characteristics and ordinary ability constitute what is generally taken for genius. You will say that a man must be possessed of extraordinary ability to be The S B Hubbard Co . Tampa Hardware Co Georgia N L Willet Drug Co , Illinois Jacksonville Tampa Augusta come a great factor in the commercial world. Quite true, but it is a hard, long, irksome toiling apprenticeship that makes that ability. In few cases is it bnrn in a Geo E Watson Co , Colburn, Birks & Co , Chicago Peona Indiana The Evansville Paint & Varnish Co , Ltd , Evansville man, while m the majority it is developed. The trouble is that while we desire that extraordinary power we are entirely too unwilling to labor enough to acquire it. Success means unremitting toil in our Iowa Sickels, Preston & Nutting Co , Davenport W H Torbert. Dubuque J W Edgerly & Co . Ottumwa Horruck, Hess & More, SioaxCMy Kansas A B WhitingPamt&GIctssCo .Topeka apprenticeship. It is only through tre mendous labor that anything in the material world can be accomplished. When looking over a completed piece of Kentucky Robinson Bros. Sc Co . Louisiana David Bernhardt, Maryland Louisville New Orleans work how easy it is to overlook the mighty effort made in its construction. No man knows his qualifications until he has labored to find them out. Few are willing to endure the restless toil neces sary to discover their capacity. Then invariably follows the accusation against Carlin & Fulton. Massachusetts E & F King Sc Co. Minnesota Hnckett, Walther, Gales Co . Montana A M Hotter HJwe Co , New York Baltimore Boston Hdwe Si Paul Helena nature for not endowing them with un natural gifts. Of course some fortunate few are gifted with uncommon genius, but the greatest factor in genius is incessant Buffalo Glass Co ,, Buffalo Sickles & Nutting Co , ' New York City Burbnns & Black C. . Syracuse Jno L Thompson, Sons & Co . Troy North Carolina Burwell & Dunn Co Charlotte toil. No doubt almost as great is the Ohio faculty of finding in what channel you should direct your efforts, and this, too, requires too much effort for the many. Smith Bros Hdwe Co , Merrel.- & Co . Oklahoma Territory Alexander Drug Co , Columbus Toledo Oklahoma City A century of labor would not enable J. Pierpont Morgan to paint like l.e Page; to write like Poe; and he could never equal the Ninth Symphony by Beethoven; but he is a business genius and no doubt Le Oregon F E Beach & Co , Pennsylvania J C Tunger Co , Logan-Gregg Hardware Co Bird Hardware Co , Phelps-Straw & Co , Porihnd Hanover Pittsburg Reading Wilkesbarr* Page, Poe or Beethoven, if they toiled for years and years could not manage the gigantic deals that have made Morgan Rhode Island Union lidwe 4c Electric Supply Co , * Providence South Carolina famous.--By Forbes Forbes in the Busi ness World. ______ _____ We think our representatives should be taking more interest in our special varnish offer. This is a very liberal proposition and should be taken advantage Murray Drug Co , Tennessee Fntts & Wiehl Benedict, Warren & Davidson Co . StrotheT Drug Co . Warren-Yarburough Paint & Glass Co , Texas Columbia Chattanooga Memphis Bristol nf. " Come on, boys." Houston Drug Co , Gremer-Kelly Drug Co.. Houston Sherman The Live Man. The Live Man iz like the little pig; he is weaned young and begins tew rootarly. Utah G F Culmer & Bro . Virginia Barker-Jermmgs Hdwe Co . Salt Lake Lynchburg He iz the pepper-sass ov creation--the allspice ov the world. One Live Man in a village is like a case Washington A S Johnson & Co , Spokane Drug Co.. West Virginia Tacoma Spokane ov itch m a district skool--he sets evry boddy scratching at onst.--Josh Billings, j The Kanawha Drug Co . Charleston The Williams & Davisson Co . Clarksburg W H Chapman St Sons. Wheeling 0007-SWP-000128364 m MK A M W 0 (3 i) W A R 13 White City News Devoted to Matters of Interest to Our Representatives. PUBLISHES BY PAINTS,ENAMELS COLORS,VARNISHES VOL. I. OETrtPIT, MICH APRIL 2, 1904. NO. 45 F R. OOVQAU., SALES MANAGER The information contained in this paper is of a confidential nature. Please destroy after reading and do not leave lying around. French Crown Tinting Ochre, For the purpose of confirming our belief that in "French Crown" we are offering ;i tinting ochre having great merit, we took occasion to submit a considerable number of samples to practical, critical consumers, who find it necessary to utilize large quantities of goods in this line an nuity. We looked for favorable reports and were not disappointed. What pleased us particularly was the fact that the great desirability of this Ochre was referred to by the recipients of samples in such glow ing terms. We claim for this Ochre unusual tinting strength, brilliancy, beauty of tone and fineness of grind, and that the goods are of exceptional value as compared with the actual cost of ordinary ochres, when the difference in quantity required and the character of results produced are properly considered. Keep this line constantly before you. Secure a trial order from every dealer you cal] on. The result will be another order the next time you call, and probably a number of repeat orders in the interval. We should sell rafts of this Ochre. The existing demand is practically unlimited. The reason we have not sold more is no doubt due to the season being somewhat backward; but from now on our business in this Ochre should show a visible and steady increase. We hope to be able to extend congratu lations at the end of the season to the effect that we are more than pleased at the showing made. As to Prepared Paint*, sum of these elements is the best paint. In spite of the fact that the paint grind ers have long been the target of abuse from all sides, they have generally managed to thrive and extend their busr ness. There must be a good reason for Can it be possible that the public has dis covered this factor to be highest with the despised products of the grinder? It looks that way indeed. Taking the points of paint value as we this phenomenon, since nothing persists have stated them: the first cost of a gallon in the long run that does not justify its of ready mixed paint or a pound of pre existence. We have been informed often pared paint is certainly less than its enough to know it by heart, that paint equivalent in "strength" or "pure" grinders as a class are adulterators and material; the mixed paint is certainly confidence men; but still the world goes more convenient for use (this being one on buying their sophisticated compounds and confiding in their arguments. This fact is nothing short of phenomenal. Let us see if we can explain it. Starting with of the principal objections of painters against the introduction); we can leave out of the catagory as debatable (but surely nothing more) the question of President Lincoln's axiom that, " You can economy of application; as for economy of fool all of the people some of the time and material, no one who is familiar with the some of the people all of the time, but you experiments of Mr. Oliver G. Goodell, as can't fool all the people all the time." It published by the Peninsular Lead and must be admitted that the paint grinders, Color Works, of Detroit (1896), need if they ever did so, are no longer fooling remain in doubt upon that point; and in all the people. A large number of the beauty of result these paints are at least people, then, know that grinders' whites, equal to anything the painter can achieve etc., by whatever namethey may be called, in his own shop, with the additional ad are not pure lead. We have then before vantage of undeviating uniformity; as to us two facts: that a steadily decreasing durability--that is the crux of the whole number of people are deceived as to the matter and still remains without official character of prepared paints; and that a settlement. steadily increasing number of people are For ourselves--andour conclusion is the using such paints. result of much observation, much listening These conjoined facts would naturally and extensive reading--we are convinced lead an unprejudiced inquirer to the con. that a properly prepared combination paint elusion that such paints have proved their is more durable in any situation than a economic value; but painters and manu straight point (considering only the paints facturers of certain dassesof raw materials now on the market) can be. This is a unite in deprecating such a conclusion. result that would be rationally expected Let us see whether the conclusion is when a large number of shrewd, practical justified. men, whose only object is to surpass other Paints--prepared paints as well as others manufacturers, devote their energies, in --are made to sell. Their sale depends telligence and resources to the production ultimately upon their value as painting and improvement of paint. materials, this value being predicated, Thus far we have considered only the upon several conditions, such as first coat, better class of prepared and ready mixed convenience, economy of application, paints--those that we are offered for economy of material, beauty of result, quality, and especially those that are durability, etc. The painting material generally classed as "adulterated leads." which yields the highest factor as the The cheaper and poorer grades have their 0007-SWP-00012836S WHITE CITY NEWS place also, as have the sour-rmlk and other cheap substitutes of the painter. The painters, we believe, are falling into grave error in opposing prepared paints. The reasons foi this opposition are too patent and too selfish to redound to their advantage; while, oil the other hand, they are attempting the hopeless task of block ing the wheels of progress when they propose to perpetuate the methods that prevailed a quarter of a century ago. The standing of the painter to-day depends largely upon his knowledge of the artistic and the technical provinces of his craft, and but little upon his skill or knowledge as a manufacturer. Common sense and economy require that all manufacturing operations shall be conducted on a large scale under conditions insuring uniformity and the highest economic skill. The painter recognizes this fact m buying his lead and his colors ground in oil, and in ' buying special varnishes for special uses. He will, in the future, have to recognize the same principle of progress in regard to all Ills materials, or he will eventually see his patronage drifting into the hands of painting meiliaiitcs, skilled only in the use of the brush. In view of this possibility, of which the signs are evident to all painters, would it not profit the painters as a body to investi gate dispassionately the painting value of the various combination paints, irrespec tive of preconceived prejudice or second hand "scientific" conclusions?--Drugs, Oils and Paints. Our representatives will regret to learn that Mrs. H. C, Cater met with a very serious accident as the result of falling down stairs. Her arm was broken and she was otherwise injured. We express for our representatives and the many friends of Mr. and Mrs. Cater at the White City, the most sincere sympathy and wishes for speedy recovery. Appreciate the Co-operation. Birmingham, Ala , March 76th. 1004. A. me White Lead ard Color Works. Detroit, Mich Gentlemen We thank you for the support you ore giving us everyway in the paint business and hope we wilt be ible to help in mcrensang-thc paint business in thts distrut sufficient to justify your continuance m this matter Yours truly. GR4Y & DtlDLBY HARl>WARfc Co The Live Man. The Live Man iz a2 full ov buness az the conductor ov a street kar--lie iz often like a hornet, very bizzy, but about what, the Lord only knows. A man who kan draw New Orleans molassis in the month ov January, thru a half inch augur hole, and sing "Home- Our General Distributers. Sweet Home!" while the molassis iz running, may be strictly honest, but he ain't sudden enuff for this climate. He lights up like a cotton faktory, and hain't got any more time tew spare than a skoolboy has Saturday afternoons. Alabama Gray & Dudley Hardware Co , Birmingham Arkansas Whitlow-Williams Drug Co Fayetteville California H. R Tibbetts Paint Co , Tenbrock & Co . H. R Tibbetts Paint Co , Los Angeles Sacramento San Diego He is like a decoy duck, alwus above water, and lives at least eighteen months each year. He is like a runaway hoss; he gits the whole ov the road. He trots when he walks, and lies down at night only bekause everyboddy else duz. The Live Man is not always a deep thinker; he jumps at conclusions, just as a frog duz, rind don't alwus land at the spot he is looking at. --Josh Billings. Florida The S B Hubbard Ca.,, Tampa Hardware Co Jacksonville Tampa Georgia N L WiHetDrugCo, Augusta Illinois Geo E Watson Co , Brady Bros Hardware Co Colburn. Btrks & Co . Chicago Jacksonville Pejriii Indiana The Evansville Pa int&Varnish Co . Ltd , Evansville Iowa Sickels. Preston & Nulling Co W H Torbert, J W EJgerly & Co , Hormck, Hess & More, Davenport Dubuque OUumwa Sioux City Kansas A B Whiting Pamt&Glass Co , Topeka Kentucky Robinson Bros & Co , Louisiana David Bernhardt, Louisville New Orleans J.; Ml Maryland Carlin & Fulton. Massachusetts E & F King & Co , Baltimore Boston T W OONNOR, Sa l e s Wa h a q e r We have just closed contract with the National Novelty Corporation, New York City, covering the requirements of their Minnesota Huckctt, Walther. Gates HAwe Co , St Paul Montana A M Holter Hdwe Co , Helena New Yotk various plants in paints, enamels and varnishes. This is a very large piece of business, embracing, as it does, twentyseven distinct toy manufacturing plants Buffalo Glass Co . Buffalo Sickles-ifit Nutting Co , New York City Burhans &. Black Cn . Syram<^* ' Jno L Thompvjn. Sons & Co , Troy North Carolina Burweil & Dunn Co Charlotte in different parts of the country. We are Ohio very much gratified over securing this i Smith Bros Hdwe Co Co-Opeiaung Merchants Co contract, as all of the large paint manu- , Oklahoma Territory facturers were in competition. Alexander Drug Co , Columbus Toledo Oklahoma City Oreeon We have recently closed with the Mar F E Beach & Co , Pennsylvania Portknd seilles Harrow Manufacturing Co., Mar seilles, 111., covering a complete dipping Shoemaker & Busch, / r " , , ! . ardware Co Philadelphia, Hanover Pittsburg outfit of our patent tanks, to be used in . Co , Reading connection with materials of our manu- | Phelps-Straw & Co , Rhode Island Wilkesbarre facture, also year's contract. ! Union Hdwe. & Electric Supply Co . Providence South Carolina We recently forwarded to Smith & Murray Drug Co , Columbia Davis Manufacturing Co., St. Louis, Tennessee Mo., a full carload of Neal's Bedstead Enamel. We call attention to this ship Tntts & Wiehl Benedict, Warren & Davidson Co . ment with pride, pardonable we believe, Strolher Drug Co,, Warren-Yarborough Paint & as full carload shipments of enamels are Glass Co , rather scarce. The goods were for current Texas Houston Drug Co . use and were billed on regular terms. Greiner-Kelly Drug Co . Chattanooga Memphis Bristol Nashville Houston Sherman Utah G F. Culmer 8t Bro , The scope of our manufacturing facili Virginia ties is well brought out in the fact that we Burker-Jenrungs Hdwe Co . Salt Lake Lynchburg are handling dry colors, as well as all other products of our manufacture, in car lots. We have just shipjped a full carload Washington A S Johnson & Co , Spokane Drug Co . West Virginia Tacoma Spokane of Devil's Red Dry to the J. 1. Case Threshing Machine Co., Racine, 111. | The Knnnwha Drug Co , Charleston The Williams. & Davisson Co., Clarksburg W H. Chapman & Sons, Wheeling 0007-SWP-000128366 I * m rtc;j:r-Vt :>n White City News 0 Devoted to Matters of Interest to Onr Representatives. PUBLISHED BY HMHiiwwrtj COLORS.VARNISH ES VOL. I. DETROIT. MICH APRIL 9, 1904. No. 46 up at a less price than any other bright red that is ground in this class of varnish and is supposed to be a counter irritant to the rays of Old Sol. The green is a bright, cool color that would make one forget that the thermometer was too in F R. OOUQALL, SALES MAUM3ER the shade, and is the exact shade that is The information contained in this paper is of a confidential nature. Please destroy after reading and do not leave lying around. required for this class of painting. The * black is for iron railings, iron seats, etc. . The varnish in these colors is ground, and ; will not turn white when it gets wet, nor | will it soften from the sun's heat so as to j stick to the clothing. There is a good margin of profit to the tW w Porch Furniture Contest* -- & Standing of Salesmen on Sales of Ifc Porch Furniture Enamel* April fa Jst to 6tht inclusive. E. G. PEARCE 1st WATSON WESLEY 2nd ^ A & $ H. L. WILSON H. F. WHITAKER 3rd 4th | dealer. The assortment which he buys for $5.00 retails for $9.00, netting him 80 per cent. The investment is small so the risk is slight. The goods are handsomely labeled and are easy to sell. If he wilj properly display the window card sent with each assortment, his customers will do the rest. Good News. J. J. MAHONEY - 5th | Good news to us means the season of C. F. PULFER - 6th the year when the Knight of the Brush is once more engaged in his chosen voca tion. It means that our many friends in the trade should take immediate steps to Description of Porch Furniture Enamel. " stock up " the dealer in anticipation of Within the last year or two, porch fur the demand from his customers for "Acme niture has come into general use. Those Quality" goods, and our distributers who have not bought furniture designed figuring in advance, as they safely can, for this particular purpose have resurrected that as soon as the season is in full swing, their old woodenware and painted it up in orders will pour in on them at a rate that bright colors to do duty on the ver will agreeably surprise them. We are anda or lawn. And all of this has to be greatly mistaken if 1904 does not prove to brightened up every year. When you be a year in the paint line that will long be stop to think of the volume of business in remembered with pleasure. this article alone, especially in the cities We have experienced a severe winter, and towns, it is astonishing. now happily at an end. We expect that The Acme Furniture Enamel has been our patience will be rewarded by the en brought out to fill this demand, ft is joyment of a long, glorious spring and suitable for painting porch chairs, veranda summer, resulting in an unprecedent and lawn seats, lawn swings, flower demand for "Acme Quality" goods stands, window boxes, and anything sub generally. jected to extreme changes that requires Don't be satisfied with selling your bright color in varnish. The red will not friends in the trade one or two lines. turn white like cheap vermilion, it is put Make them feel that in the matter of qual ity and desirability nothing will be found lacking in a single line offered. You know that this is so, and you should make it your business to see that the trade knows it Place facts before them in such a manner that they won't forget it. See if you cannot add a great many new customers to your friends in the trade before close of the season. Persistent effort, backed by goods that will bear out your strongest endorsement, must win the day. Come on, boys! Has Jap-a-Lac on the Run. in conversation with a practical painter the other day, the writer brought up the question of floor finishes in a casual man ner. The paintersaid he had recently had the merits of two lines of floor finishes demonstrated to him by actual compara tive tests. He said that about three months ago be had a contract to finish two new houses for the same party. His con tract specified Jap-a-Lac (natural) for the floors in one of the houses, which he used, in the other he used Davies' Varno-Floor-Stain (natural floor finish). Only the other day he was called to refin ish the floors he had originally done with Jap-a-Lac, as wherever they had been walked upon the wood was bare. He inspected the floors finished with VarnoFloor-Stain and said they scarcely showed signs of wear. Both houses had been occupied the same length of time. This Is worth bearing in mind. The New Man. He is jist as necessary as the grease on an axle-tree. He don't die ritch, but alwus dies bizzy, and meets death a good deal az an oyster duz, without making enny fuss. He is the Amerikan pet, a perfekt mys tery tew foreigners; but he has done more (with charcoal) tew work out the great ness of this couotry than any other man in it. --Josh Billings. 0007-SWP-000128367 WHITE CITY NEWS What Is The Best Paint f exact science is not taught in platform ad I can add nothing to your knowledge of Address delivered by the publisher of dresses or trade pamphlets. I could, of white lead. Every painter in the land, Drugs, Oils and Paints, at the annual course, tell you that if you turn a blow and indeed every consumer, knows that convention of the Pennsylvania State pipe on pure white lead you will get a all corroders' brands of this material are Association of Master House Painters and bead of the metal, or if you distil zinc pure, and everyone knows how readily Decorators, Pittsburgh, Jan. 12, 1898: white you will get the pure metal; but they may be colored to any desired tinL or Mr. President and Gentlemen: that would indicate nothing as to the What L am about to say may not be value of either in painting, since the same pleasing to the majority of you, but if we results can be obtained with ordinary sur always hear what we want to hear, we gical plaster or with zinc ointment, and shall, as the French say, never arrive. It neither of these has anything to do with may be presumption on my part that leads : painting. After all the dust of quasi me to think 1 can tell the leaders of the science has been laid, the question, painting craft anything new regarding "What is the best paint?" remains for any of the materials they use. 1 admit at you to answer. the start that I know very little about the 1 shall merely say something about com practical details of the subject from the bination paints--a subject with which you point of view of the paint-brush. But 1 are all familiar; but a matter regarding have some views of the matter, gleaned which paint manufacturers appear to have from a somewhat intimate knowledge of learned a great deal more than painters. materials, a somewhat extended acquaint My reason for talking to you about com ance with manufacturers, and a fairly bination paints is entirely impersonal: comprehensive familiarity with the litera 1 am not a paint manufacturer and own no ture of the subject, general and technical; stock in any manufactory; but it is be and from these views I may be able to cause their knowledge of how to use the formulate some suggestion that will be of several pigments in combination enables use to you as practical men. the manufacturers of prepared paints to 1 do not intend to give you any compete with you in the painting market, "painter's science;" for science is an that I think you will find a study of this argument of which the adept always subject interesting and profitable. The manages to retain the cool end. I would principal materials used for combination nut insult yourdirteltigeuce by offering to - are white lead, zinc white, and the inert you anything short of exact science, and materials--barytes, whiting, etc. shade. You know why the lead of to-day is not so good as the lead of "the Dad dies," and also why the lead of to-day is better than ever before, and you know how its faults always lie in some other fellow's brand or in the surreptitious in troduction of adulterants; but, with due submission, painters don't know as much about zinc as they know about lead. It is natural that this should be so, since the manufacture of zinc-white on an economic scale In France dates back less than fittv years, while the manufacture of white lead began before the tribes of Western Europe began to wear clothes. The discovery of the American zinc white process is still more recent, dating from about forty years ago, when Col. Samuel Wetherill invented a furnace for direct sublimation from low-grade ores. French zinc is made by heating the metal until it vaporizes, and when the metallic vapor encounters the air it oxi dizes--producing oxide of zinc or zinc white. American zinc white is made by heating an ore. of zinc (the largest avail able body of the ore being the deposit of Franklimte in Sussex County, N. J.) in combination with powdered anthracite coal in a furnace with perforated grate i bars. MM * SWS {To be continued m one next issue ) His First Born. Standing of Districts on Total Amount of Safea for the Month of March $5.00 and $10.00 Assortments District A......... 1st Position E......... . 2d B .... ........... 3d C............... .. . 4th D ............. .............. 5th G.............................. 6th F............... K ............ ............. 8th H............... M ............. J................. JIMMV DOUGS I.L. NO I We are just in receipt of advices to the effect that Jimmy Dougall No. 2 has arrived. He, we understand, is a 10pounder with an extraquantity thrown in. You must not get this confused with our No. z N. C. P. Assortment with extra quantity gratis. Jim says this is a good investment and expects to carry a full stock of these goods in future. He assures us it is "Acme Quality." 0007-SWP-000128368 MR A M WOODWARD White City News Devoted to Afritters of Interest to Our Kept esi nun nt \ PUBLISHED BT VOL. i. THE OETROIt. MICH APRIL 16, 1904 NO. 47 t h e h o me o p PLANT O* THE ACME WHITE LEAD AND COLON WORKS. DETROIT, MIC*. & Ak 1 States, while a single establishment in own shop? Is it that the better grades of France turns out yearly about 9000 tons. them produce effects inferior to those American painters have generally certain produced by his own combinations3 t well defined objections to zinc and com don't believe either proposition, but think monly use it only where lead, either on j that his deepest objection (speaking at ' account of situation or because of its tone, ' large, of coursej is based on the fear that F. R.OOUQALL. *LM Ma mMSc r is inadmissible. French painters use it, these handy goods will take away his The information contained in this often under Government decree, very j occupation. The supposition is foolish on generally in places where an American the face of it. If a painter lives on his paper is of a confidential nature* painter would think it entirely debarred. ability to mix materials with a paddle or Phase destroy after reading and do But above all stands the fact that in his ability to "slather" paint with ,1 not leave lying around. America over 25,000 tons are used an brush. Ills occupation is already doomed- nually, chiefly for painting. The con trade schools and pjinters' associations Vhat Is The Best Paint ? sumption of white lead is about three times have marked the beginning of the end of /tom !at>t i,wttr,) as great, with every painter using lead to , that Class of mechanics. The leading Air is blo^ii up through the bars | the extent of his ability. Where does all 1 painters of to-day are not mechanics: if and oxidizing the zinc in the mixture of powdered orb and coal, carries it off through a series of flues and chambers, this zinc go? Chiefly into prepared paints 1 not artists, they are at least artizans and and combination leads, and every painter : shrewd business men. They live by knows that the use of these is every year I their knowledge of decorative art, the increasing. adaptability of materials, and the economy into muslin bags, in which the fine oxide What is the painters' objection to these of means and methods. is collected. About 26,000 tons of this combination paints? Is it that they are The farmer may buy his can of ready product are made annually in the United less durable than materials mixed in his mixed paint and "slather" it on with a 0007-SWP-00012836S WHITE CITY NEWS brush to his own satisfaction; and some crack and peel and blister and scale, and The Boys Who Sent In Car times a small brush with plenty of "elbow- must eventually be burned off; yet paint grease " will, at the end of five years, put manufacturers are using something like Load Orders This Week t to shame the work of an expert; but we 26,000 tons of zinc a year, without en ALFRED R. KELLY, should remember that but for this ready mixed pamt, this farmer's house would probably have gone unpainted, and the busier farmer nearby would not have been compelled by the spirit of emulation to employ a painter. I don't believe it ever pays a painter to mix his own paints. He may be compelled by modern conditions to do so to a certain extent; but it is a wasteful method. He used to grind his own colors with slab and muller or with a sort of coffee-mill; but he has got beyond that stage. He countering any of these difficulties. Have the paint manufacturers found a means of accomplishing what Lincoln pronounced impossible- -of fooling all the people all the time? We know perfectly well that this is not the case; that old buyers of combination paints, whatever the brand, are fully in formed as to their composite character. That these people continue to buy them is a demonstration of their economic value, (f a house owner found that at the end of, say fifteen years, it cost him more to keep A. D HOAGG, E. R. HOAG. The car from Mr. Alf._R. Kelly wns shipped to our distributers, F. E. Beach & Co,, of Portland, Ore. Mr. A. D. Hoagg sent in a car from our distributers, J. W. Edgerley & Co., of Ottumwa, Iowa. Mr, E. R. Hoag's car was from nur dis tributers at Pittsburg, Pj.--Logan-Gregg Hardware Co. " Come on, Boys! " used largely to boil and mix his own varnishes; but he knows to-day that the result when he tampers with his varnishes is generally disastrous. He tests the varnish and then trusts the manufacturer to duplicate the preferred sample. When he finds that the quality is deteriorating, lie tries another maker. But he does not his house protected with one kind of pamt than it would with another kind, he would choose the other kind. This is one consideration, and seems to me a demonstration that paint manufac turers have found out tilings that it would pay the painters to know. After all, paint ing, like everything else, is at the last a Takes 25 Per Cent. Less of New Era. ! called on Gilbert Rhoades. Missoula. Mont .the other day between trains to tell him I would be in and see him m n day or two and he h.id lo tell me what New Em would do. He said "To cover 1.200 square feet it would take tour gallon* cl te.id and oil or any cheap paint. But it only takes three gallons of New Em for the same amount." ______ Ir a C Jo n es commonly attempt to reason a priori by matter of competition in economy. finding out what the varnish contains and then arguing it must be good for this or {To be continued) | Standing of Districts that. The scientific fact stands that a varnish made with this or that material New Era Varnishes, at such and such a heat is best adapted to Here is what Mr. Dempwolf, architect, this or that use--but the painter tats the of York, PaM says about our varnishes: varnish. " New Era varnishes have very fineflowmffcnialmeB. How is it when he comes to buy paint? are very elastic and easy working- possessing a most excellent body and brilliant lustre The No-Rub-Flat Does he test the paint and buy on the j Is the hnest piece of flat goods 1 ever saw. ! have result of his tests? or does he start with 'to Juubl that they area pure gum v.trnish annum the assumption that his material must use them exclusive in the future " conform to this or that chemical formula? | Mr. Dempwolf told this to the J. C. Does he try his white pamt first on a Tanger Co., of Hanover, Pa. 1 have building, or does lie test it with a blow never met Mr. Dempwolf, but will call on pipe? Many painters indeed, use the him my first trip to York. blowpipe only in theory; but the blowpipe E. G. PEARCE V on Total Amount of Sales for the ^ Month of Match : w District A......... Vy w " E ....... ......... 2nd " " B......... ......... 3rd " " C......... J " D .... " G......... i " F....... ......... 7th " " K......... v vw " H ....... " M....... I " J......... ....... mh " & ^ argument prevails all the same in his method of purchasing. He doesn't want Paint and Varnish Remover. barytes or zinc in his lead; he doesn't want prepared paint, because he doesn't McmvTAisHOMfc. Id a h o . April a, 1904 Gentlemen --I had an excellent opportunity yes | Porch Furniture Contest.' | know what it contains, etc.; the only thing he does not appear to be very par ticular about is petroleum in his turpentine and linseed oil. terday Of testing our Remover against three Acme Paint and other well known Varnish brands. ! Standing of Salesmen on Sales of A 1 called upon Turpenlng & Pettibone. Nampa. Idaho, V Porch Furniture Enamel, April A and whilst talking palms, drew out roy sample bottle ty 1st to (3th, inclusive. ^ of Acme Paint and Varnish Remover, explaining its 1 am speaking to you now as business merits and advantages over competing brand* X E. G. PEARCE - 1st * men, and 1 want to ask this Association as business men, whether it would not pay to find out how paint manufacturers Mr Turpenlng Informed me that he was at the time engaged in removing the varnish from a large walnut bar and fixtures, that he had used the three brands : V | above mentioned, hut that none of them did the work | J. J. MAHONEY 2nd E. R. HOAG - 3rd WATSON WESLEY 4th A $ A have succeeded in fooling the people during 1 satisfactorily, however. If I wished to leave my W H. F. WHITAKER 5th S the past forty or fifty years with mixtures 1 sample with him he would try it. and If ail right--l of lead, zinc and barytes, into the belief could call around m the afternoon--would give mean order, winding up his remarks with the statement that that they were using pure white lead. from his experience of the others, he did not believe | 1 W H. L. WILSON - 6ih W. J. CARLYLE 7th S. A. HUNTER - 8th 4 { Not only have paint manufacturers done much >n any of them W S. W. NEWELL gth % this, but they have yearly increased their output of the combination paints, into the composition of some of which no lead enters at all. Painters tell me that zinc cannot be used I left my sample, called tn iho afternoon, when he Informed me that it was just the thing, that it accomplished the work in -first-class shape and he gave me the order which I enclose . also telephoned | V | to a customer of mma at Boise City to express him a gallon at once I on the outside of a building: that it will | Al f r ed R. Ke l l y j C. F. PULFER - roth I. D. WILSON nth G.C. BURNHAM Jr. 12th N. L. MCKENNA 13th f j 4ft- 0007-SWP-000128370 MU A M WOODWARD ^s White City News Devoted to Matters of Interest to Our Representatives. VOL. I. NO. 48 The Logic of Mixed Paints. {From ``Drugs, Paints and Oih ") Within the memory of living painters the wi elder of the brush was also a paint and varnish manufacturer. Every paint F fl OOUGALL, Sa a eA MAWAOER shop was equipped with its slab and muller for rubbing up colors m oil, and all shops The information contained in this paper is of a confidential nature. Please destroy after reading and do not leave lying around. of any pretentions also had their small hand mills for grinding and mixing tints and bases. In the course of time, partly because of the prevalence of lead poisoning among painters, partly because of the ob On Top of the Heap. We mean "New Era." We are be coming prouder of our product every day. So are our friends in the trade. Now is the time to make new friends. Don'ttake "no" for an answer. Make the record of your life tins season. Start every new customer with New Era that you possibly can. Every one of them will quickly learn that they were wise in wishing to be known as agents for " Acme Quality" goods. As one of our good Mends in the trade aptly puts it, in connection with handing vious economy of machine work, and partly because of the rapid increase of de mand incident upon the growth of the country, the corroders of lead began to offer their product ground in oil. This was the first step in the progress towards ready-mixed paints. The advantage, both in the efficiency and economy of this prac tice was so immediately obvious that the color makers quickly followed suit, and thus corroders and color makers became paint manufacturers; a new industry being thereby created, while shop mixing was inevitably doomed. The second step towards the production us a nice repeat order for New Era, " It is of mixed paints came when the corroders, now considered in our city and the sur realizing either the superior results or the rounding country as `the ittest of the it.' " greater profits obtainable from mixtures of pigments, began to put forth combinations Mr. W. J. Carlyle has landed a new distributer at Boston--Baldwin, Robbins & Co. The first shipment amounted to of lead and barytes, lead and zinc and of all three materials, in varying proportions. These combinations requiring only the addition of tinting colors, oils, driers and three car loads. turpentine, if desired, taught not only the consuming public, but the painter as well, Mr. H. H. Halladay sent us in a car several important economic facts: first (it load order from a new distributer at 1 is claimed) that a combination of bases gives better results than a straight or un Greensboro, N. C., the Leak-Halladay ' mixed base; second, that with such com Company. pounds more work can be done for less . money; third, that machinery is not only Mr. Alf R. Kelly sent us in a car load more economical, but more efficient than order this week from the Holter Co., of Helena, Montana. Hardware i manual labor; fourth, that the uniformity of materials and treatment made possible by manufacture on a large scale is an Your last SeATnars" is a " cracker-jack." ami we enjoy it. Wilkesbarre. Pa NAGLE DRUG CO important factor in assuring satisfactoryresults. {Continued next weak''. W J CARLYLE Above cut is a very good one of our Di-trict Sales Manigerfor the New Eng land district, Mr. W. J. Carlyle. He is a well posted paint salesman, having had a world of experience with other manufac turers before coming to us. Heishandling his district in a highly satisfactory manner, and has succeeded in landing two new distributers since starting with us. jt* $ Porch Furniture Contest. * 4/ -- Hi jE w w V V V4? V Standing of Acme Salesmen's Contest. . April 1st to 20&, Inclusive* E. G. PEARCE - 1st C. F. PULFER - 1st J. J. MAHONEY ISt m Hi Hi Hi Hi Hi HHii V V47 V V4W7 4; v X. H. F. WHITAKER 2nd W. .J. CARLYLE 3rd E. R. HOAG - 3rd WATSON WESLEY 3rd S. W. NEWELL 4th H. L. WILSON - 4th S. A. HUNTER - 5th A. W. MARTIN - 5th l. D. WILSON - 5th G.C. BURNHAM Jr. 6th M. L. MCKENNA 6;h Hi Hi HHii Hi Hi Hi Jk Hi Hi Hi Hi Hi Hi Hi Hi Hi Hi J 0007-SWP-000128371 WHITE CITY NEWS "What Is The Best Paint ? i talking theory) does not carry enough oil !/n:rt< In/)it til '.l r.\,'.v I and is too susceptible to chemical change The man who can do the job at the least ! to furnish this ideal paint; zinc alone cost may get the first order; but he that requires too great care in conditions of shows the best results and saves the pro. we ither and work to yield perfect satis petty owner the most money at the end of a faction in any but the skillfulest hands: series or years, is the one that eventually while birytes a'.one is not offered as a holds the trade. In this final adjustment painting material. But with a paint :n it is not he that can do the work in the which lead sh ill supply body and ease of fewest coats, or with the cheapest ma working: zinc, whiteness, oil carrying terials, or in the shortest lime that comes capacity and firmness of coat; and barytes out ahead, it is theman that is most profit tile inert adjunct of economy, we shall able to the owner in the long run that is have very nearly reached thepresent limits able to hold and increase his trade and pay | of possible excellence in the paint line. his bills. ' After all, other things being equal, the oil If, then, the manufacturers (V mined 1 in the pigment is what we really paint paints, with pure white lead, zinc white with, and no white pigment at present in and barytes, etc., have been able to crowd i use carries so much oil as zinc, therefore the painters with an always increasing | we want zinc in our paints, if for no other squeeze, there must be some ultimate ' purpose, simply to carry the oil. Remem economy to the public in the use of mixed ber, m this summary I am not attacking paints. There is, it strikes me, something lead -- lead has during the past three to interest the painters m this problem. : hundred years or moreshown a remarkable Of course, if you buy lead, or zinc, or 1 opacity for taking care of itself, in the barytes, you are entitle.! to demand them face of sundry solemn anathemas by the free from any admixture, and 1 have no French authorities and others; but the apologies to make for misleading labels; painter wants to know what is best, and 1 but would it not pay the painters to turn am endeavoring to give him a hint gath their investigations in the direction of ered from the evident experience of paint competitive tests and try to learn the rela manufacturers. There is no necessity for tive value, rather than the relative purity any violence of warfare in deciding this of paints'" The best paint is not neces- question, it is simply a subject for obser s.uily the most durable paint: nor is it vation and unbiased experiment. necessarily the dearest nor the cheapest paint, the economic value of a paint is the sum total of the cost of material and itapplication, divided by the number of You see, 1 am heretoobtain rather than to give information. 1 think the paint is not used half freely enough ; that three thin coats ought to be used where twothick times of renewal within a given term of ones are now demanded, and that good years. This comparative value of the paint never costs anything, because it several materials 1 think has never been saves more than its price. But the public officially determined by painters as a need information on these things; and class. To carry out effectually, it should when the painter on the one hand tells be done oil .1 large practical scale--simul them that zinc white is no good for out taneous work on a block of exactly similar side use, and the manufacturer on the new buildings, for instance--and should be extended over a series of years. In this competition mixed paints and com bination whites should be included, as other hand asserts, and offers money to back his assertion, that his "doped" lead will outwear ar.y straight material, the man with his " money up " has the better well as pure lead and pure zinc prepared of the argument, until the painter can cite for the purpose by someone who has had official teslimony to the contrary. And experience m the treatment of zinc when he cun do that, he can also put the About the lead, there would be no trouble manufacturer's money in his pocket and --no one runs any danger of getting any drive the manufacturer out of business. thing but straight lead and good lead, if he wants it, to-day. New Era Primer, My own personal belief is that no single ``straight" material makes "the best paint." I am persuaded that each of the three principal materials in vogue has its individual points of superiority -lead, its ease of working, its opacity; zinc, Its We have just issued bulletin covering New Era primer. We wish to say in connection that there j s a large demand for a first-class Primer of this description, and every New Era agent should handle spreading capacity, its tone, its perman some of the New Era Primer. Don't ence; barytes, its chemical inertness, its overlook this. It gives you a chance to impermeability. Lead alone (I am now j build business. Our General Distributers, Alabama Giav & Dudley HuJwtre Co , Birmingham Arkansas Whitlow-Williams Drug Co , Fayetteville Calilornia H R Tibbetts Paint Co . Tetibronk & Co , H R T bbeils Paint Co , Los Angeles Sacramento Son Diego Florida Tha S B Hubbad Co , T/impa Hardware Co Jacksonville Tampa Georgia N L WilletDrugCo, Augusta Illinois Geo E Watsor. Co , Brady Bros Hardware Co Colburn. Rirks & O . Chicago Jacksonville Peoria Indiana The Evansville Paint & Varnish Co , Ltd , Evansville towa Sickels. Preston & NuHing Co , Davenport W H Torbert. Dubuque J W Eigerly & Co , Ottumwa Hormck. Hess & More, Sioux City Kansas A B Whiting Paint & Glass Co , Topeka Kentucky Robinson Bros & Co , Louisiana David Bernhardt, Maryland Louisville New Orleans Carlin & Fulton. Baltirrore Massachusetts Raldwm-Robbins Co , Mmnesnta Boston Hacked, Walther. Gate* Hdwe Co . Sc Paul Montana A. M Uniter HJwe Co , New Yoik Helena Buffalo Glass Co . Sickles & Nutnng Co , Rurhans St RJ.tck C, . Jno L Thompson. Sons & Co North Carolina Buffalo New York City Symons Trov Burvell & Dunn Co Ohio Charlotte Smith Bros Hdwe Co . Columbus Co-Qpet ttmg .Merchants Co , Toledo Oklahoma Territory Alexander Drug Co , Oregon OklalumuCity F. E Beach & Co , Pennsylvania Portlnd Shoemaker & Busch. J C T nger Co , Logan-Gregg Hardware Co . Bard Hardware Co , Phelps -Straw & Co , Rhode Island Philadelphia, Hanover Pittsburg Reading Wilkesbarre Union Hdwe & Electric Supply Co . Providence South Carolina Murray Drug Co , Tennessee Columbia Fntts & Wiehl Benedict, Warren & Davidson Co . 5 ' ' -- ~ l . Pairt & Texas Chattanooga Memphis Bristol Nashville Houston Drug Co . Greiner-Kelly Drug Co . Utah Housion Sherman G F Cutmer & Bro , Virginia Salt Lake Barker-Jenmngs Hdwe Co, Washington Lynchburg A S .Johnson St Co , Spokane Drug Co . West Virginia Tacoma Spokane The Kanawha Drug Co , Charleston The Williams & Davisson Co . Clarksburg W H Chapman & Sons, Wheeling 0007-SWP-000128372 MR A M WOODWARD 4- H White City News p8& Devoted to Matters of Interest to Our Representatives, PUBLISHED BV laKBraaiisajfajK] ^ ___ /,> COLORS.VARNISHES - -............................................. VOL. I. DETROIT, MICH APRIL 30, 1904. NO. 49 F R DOUQALL, SALES ma n a g e r The information contained in this paper is of a confidential nature. Please destroy after reading and do not leave lying around. $ Porch Furniture Contest* | V W Standing of Acme Salesmen'sCon V April 1st to 27th, Inclusive* V V J. J. MAHONEY - 1st wy C. F. PULFER znd ykwu I. D. WILSON - and w S. W. NEWELL 3rd 1 E. G. PEARCE - 4th w H. F. WHITAKER 4th WATSON WESLEY 5th V E. R. HOAG - 6th V W. J. CARLYLE - 6th V G. S. RICHARDSON 7th V V H. L. WILSON - 7th V w G. C. BURNHAM Jr. 8th V S. A. HUNTER - 8th V A. W. MARTIN 8th V C. MEHL1G - - 8th 547 M. L. MCKENNA 9th fffffttttt ft Mr. Sam. Hunter sent us in a car load order this week from our distributers. The Hackett, Walther, Gates Hardware Company, of Saint Paul, Minnesota. This firm has ordered several car loads so far this season and now that the season is opening up in the northwest we expect them to come thick and fast. Sell New Era Primer to every New Era agent. New Era Primer. New' Era Primer will win the same high New bra Primer is an addition, and a place in the esteem of our friends in the very valuable one, to our line of New Era trade as New Era and the balance of our Paint. Our friends among the painters, line. There is no reason why this should and the trade generally, will appreciate it, not be the case, because New Era Primer, because the demand for an article in this like New Era Paint, is "Acme Quality." line has frequently been made on us. New Era Primer is offered in barrels, Our reason for deciding to add New Era half-barrel, fives, ones, halves and quarts. Primer to our line is to enable our friends in the trade to offer a piece of goods to replace the cheap ochres that are so gener Sell New Era Primer to every New Era agent. ally used as primers, and that are known "In a Class By Itself." and acknowledged to be decidedly detri mental to securing satisfactory, permanent Our New Era agent in Farmington, results. To the use of such cheap ochres Mo., Mr. Ed. M. Laakman,states thatthe can frequently be attributed unjust com demand for New Era Paint has been such plaints on New Era. that hehasdecided toquit handling several New Era Primer is a perfectly made other brands, and that he proposes to close piece of goods. The color is a distinct out the other brands on hand at a sacrifice shade of yellow, bright and clear in tone, so as to clean house quickly, and will in and not dull and cloudy as is generally j the future handle New Era exclusively. the case with cheap ochres. The color Such news is very' refreshing. In tak is finely ground, bringing out its full ing this action he realizes that he is strength and is in every sense an ideal promoting the best interests of his patrons primer. Cheap ochres offered by many and in connection, his own. for priming purposes are of an inferior Sell New Era Primer to every New character, frequently showing to a marked Era agent. degree the presence of paraffine, fish, cotton seed, or other injurious oils. The Logic of Mixed Paints. Any practical painter knows that he is taking grave chances of his work being pronounced unsatisfactory if he uses cheap ochres, such as we refer to with an admix ture of such oils which are entirely foreign to the science of good paint making. New Era Primer is a strictly pure refined linseed oil primer, the best we know how to make, or that can be made. On old work, in a fairly good state of preservation, a primer, as a rule, is unnecessary and the proper number of coats of New Era should be used through out. On new work,or on old work, if the surface is porous and requires priming. New Era Primer can be depended on to do the work and do it well. Through its use, the proper foundation coat is secured and the finished result will be in every way satisfactory. We expect that {From" Drugs. Faints and Oils") At this point the native alertness of the Yankee genius caught the logic of the facts and quickly carried itto its inevitable conclusion. If it is advantageous and economical to substitute machinery and factory organization for hand labor and shop rule Of thumb in the grinding of lead, colors and paint bases, w'hy would it not be similarly advantageous to Bridge the entire chasm and bring the paint factory in immediate contact with the brush ? If it is advantageous and economical to supersede the muller and the hand mill with the power chaser and buhr mill, why not also supersede the mixing pot, paddle and strainer witH a mechanical mixer ? The recent introduction of zinc white, and its general adoption by corroders in 0007-SWP-000128373 WHITE CITY NEWS the preparation of their mixed bases or paint, even those that order by specifica "graded leads" facilitated this develop ment and made practicable the production of a ready-mixed paint in which the pig ment would remain fairly well suspended in the oil. The first ready-mixed paint is believed tion and formula, are inclining more and more to the purchase of compounds ready for the brush, and this tendency is inten sified every year. Painters also, with numerous exceptions among those who still believe it possible to maintain the competition of hand against machine, are to have appeared locally about the middle rapidh > i'/Jing 1- t' e logic of facts, and of the last century. The advantage of the more :n.lii`'i*e, -t; ig their shop manipu proposition was so immediately obvious lation to exigencies and special require that paint factories rapidly multiplied all over the country, and where paint was before somewhat of a luxury, it speedily became a necessity. By 1870 there was a " paint factory " in every village, and in many thickly populated regions it was not ments. The objections to this form of paint have been threefold 1 Thefirst, on the score of possible, or as it is often asserted, inevitable fraud; the second, on behalf of the painter, whose sphere of activity is circumscribed by it; the third, the techni uncommon to find an old barn trans cal objection on the score of quality and formed, with its bench of mills and mixers economy. vigorously turning out compounds for the The first objection has been practically decoration of the neighborhood. The fierce competition that resulted from the swift multiplication of enter prises resulted in constant endeavors to secure advantage by cheapness, and here the emulsion paint found its chance. Lin seed oil was expensive, water was as free eliminated, as indicated above, by the competition of manufacturers and by the rapidly-growing tendency of the latter to advertise and guarantee the general formula. It is also easy to insure against it by means of the technical information now available to anyone. The second objection is on all fours with that formerly as air, every druggist knew how to make urged against the sewing machine, the oil and water mix, and the paint manu facturer speedily availed himself of the knowledge of his fnend, the druggist. Even in the competition of emulsions, some remarkable results were achieved; but time, which proves all things, quietly power loom and all other mechanical improvements and falls before the same facts -- increased employment following decreased cost. The third objection is the one around which most of the controversy has cen tered: Can ready-mixed paints, in fact, proceeded with its demonstations, and the be as satisfactory technically as paints emulsion paint, except where paint is stttt - prepared for the-eccasion by an -expert-- a comparative novelty or luxury, has had its day. Since 1890 the trend has been steadily back to the pure oil paint, and the competition has been for absolute economy--the relative cost divided by the relative duration of service. what? An expert paint manufacturer, chemist, technician! No ; an expert spreader of paint. That, in the last analysis, is the question : It is the paint making specialist pitted agiinst the specialist in the application of paint; and should, it strikes us, require no further But the introduction of the ready-mixed discussion. But at bottom the question paint and the consequent growth of paint has still another phase. Regarding the consumption has not only popularized the mere matter of relative merit between a knowledge of paint economy, but has directed upon the subject the attention of technicians and investigators to an extent that could not fail to result m extensive enlightenment. Owing to the competitive claims and the eager researches of mixed machine-mixed and a hand-mixed product, it will be apparent to all who appreciate modern conditions of trade that even a simple mixture of lead and oil will be more satisfactorily made jvith better assurance as to advantage of price and security against adulteration, by the well-equipped paint manufacturers, no less than to the factory than by the shop, with limited interest aroused by them, we know to-day equipment and facilities. This much may more about pigments, vehicles and paint ing conditions than about most subjects with which the consuming public is con cerned. The result of this flood of investigation could not fail to be a bettering of materials b< ... }. : as settled; but the question of " 1. pigment versus "combina tions" remains. Is a combination of zinc and lead or of these with an "inert" pigment intrinsi cally as economical' as a mixture of simple white lead and oil?--for practically all and methods, a more intelligent selection ready-mixed paints are combinations of and more exact methods of manipulation. the kind indicated. Of this the paint consumer has received the benefit, and he can to-day, if he so wills, obtain a very intimate knowledge of paints, both in their technical and economic aspects. A noth er result, contrary to earlier expect We not only believe it to have been fully established that they are more economical; but we also believe that the great increase in their consumption, con trary to the generally received opinion, has marvelously stimulated the production and consumption of white lead, and will ation yet entirely in accord with the logic continue to do so until such time as the of things, has been the specialization of advance of knowledge shall place within the industry and the establishment of the the reach of paint manufacturers a white ready-mixed paint as the inevitable paint pigment without defects and an oil which of the future. It is worthy of note that shall be all that linseed oil ought to be nearly all the large industrial consumers of and is not. Our General Distributers. Alabama Gray & Dudley Hardware Co , Birmingham Arkansas Whitlow-Williams Drug Co . Fayetteville California JL R. Tibbetts Paint Co., Tenbrook & Co . H. R Tibbetts Paint Co., Los Angeles Sacramento San Diego Florida The S D HubbardCo., Tampa Hardware Co. Jacksonville Tampa Georgia N. L Wlllet Drug Co , Augusta Illinois Geo E Watson Co , Brady Bros Hardware Co. Colburn. Birks & Co., Chicago Jacksonville Peoria Indiana The Evansville Palm 8c Varnish Co., Ltd , Evansville Iowa Sickels, Preston fit Nutnng Co., Davenport W H. Torbert, Dubuque J W Edgerly & G>., Ottumrwa Hormck. ness & More. Sioux Ciiy Kansas A B Whiting Paint St Glass Co , Topeka Kentucky Robinson Bros. & Co . Louisville Louisiana David Bernhardt, New Orleans Maryland Carlin & Fulton. Baltimore Massachusetts Baldwin. Robbins Sc Co . Boston Minnesota Hackett, Walther. Gates Hdwe Co . St Paul Montana A. M Holter Hdwe Co . Helena New York Duffale Ginn Co., - ----- Sickles & Nutting Co , New York City Burhans 8t Black Co . Syracuse J no L. Thompson, Sons & Co., Troy North Carolina Burwell Sc Dunn Co. Charlotte Ohio Smith Bros Hdwe Co . Columbus Co-Operaimg Merchants Co.. Toledo Oklahoma Territory Alexander Drug Co , Oklahoma City Oregon F. E Beach & Co , Portland Pennsylvania Shoemaker & Busch, ^~ ' ardwareCo.. Co , Phelps-Straw & Co , Philadelphia. Hanover Pittsburg Reading Wilkesbarre Rhode Island Union Hdwe & Electric Supply Co . Providence South Carolina Murray Drug Co . Columbia Tennessee Fmts&Wiehl Benedict. Warren Sc Davidson Co . fT ~ A * * .. Paint & Texas Chattanooga Memphis Bristol Nashville Houston Drug Co.. Graner-Kelly Drug Co., Houston Sherman Utah G F. Culmer & Bra.. Salt Lake Virginia Barker-Jennmgs Hdwe Co . Washington Lynchburg A. S Johnson 8t Co , Spokane Drug Co , Tacoma Spokane West Virginia The Kanawha Drug Co , The Williams & Davisson Co W H. Chapman & Sons. Charleston Clarksburg Wheeling Sell New Era Primer to every New Era agent. 0007-SWP-000128374 1 /u : White City News Devoted to Matters of Interest to Our Repi esentatives. PUBLISHED BY miBifcHMMia VOL. I. DETROIT, MICH MAY 7, 1904. NO. 50 The infortnation contained in thts paper ts of a confidential nature. Please destroy after reading and do not leave lying arotmd% If Porch Furniture Contest- Standing of Acme Salesmen's Contest* * April J to May 4, Inclusive. V J. J. MAHONEY - ist | I. D. W1I.SON - 2nd <g S. W. NEWELL ?rd XV E. G. PEARCE 4th C. F. PULFER 5th * H. F. WHITAKER 6th Hf WATSON WESLEY 7th X H. L. WILSON - 8th $ G.S. RICHARDSON 8th W W. J. CARLYLE - 9th X E. R. HOAG - 9th | A. W. MARTIN 9th v C. MEHLIG - - 9th | G. C. BURNHAM Jr. 10th X S. A. HUNTER - nth Xw W. J. SELVAGE nth M. L. MCKENNA nth W COME ON, BOVS 11 % | * ik $ * I | | I % $ * | * $ it, Si2>>SS>&2>2>2>S,&&2>Si: The Economy of Mixed Pitots. {.From "Drujg'i, Oifs and Paint* 'r) In our preceding issue we considered at some length the logic of the mixed paint proposition, provtng. to our own satisfac tion at least, that a paint ready for applica tion is the only form compatible with modern progress. The superiority of factory appliances and conditions over the limited facilities of the paint shop is sufficiently obvious, and were there no other conditionsto be considered, doubtless paint making in the paint shop would already be a thing of the past. In the first place, however, it must be remembered that custom is a tyrant and yields only to force. It has been but a few years, comparatively, since painters not only mixed paint, but did tfteir own grinding of the dry pigment. It was the physical impossibility of meeting the demand that led to the substitution of lead and colors in oil for the dry pigments as the raw materials of painters. The further advance to the ready-for-use paint is still in progress. As a matter of fact, it is inevitable, though painters oppose it, as those affected oppose every advance in economic industry. The second obstacle in the way of the prompt triumph of the factory over the paint pot and paddle is the technical question of economy, and here the painter faces not only the paint manufacturer, but the paint consumer. That the painter-- and by " painter " we mean the conserva tive who has stopped at lead and oil and means to stay there--that the painter is steadily losing ground in this contest is demonstrated by significant statistical facts: The domestic production of white lead has increased from about 90,000 tons in 1895 to about 100,000 tons in 1901; while during the same period the produc tion of zinc white has increased from nearly 21,000 tons to nearly 60,000 tons. While exact figures are lacking to show the relative proportions of lead in oil and dry lead marketed in the years named, figures at hand for intervening years indicate that the proportion of one to the other in the total remains practically unchanged. Now sipce fully three-fourths of the zinc white produced is consumed in the manufacture of ready-mixed paints, it is evident that while lead in oil shows a normal increase of sumething over ten per cent., the consumption of mixed paints has increased by nearly 200 per cent. If these facts proved nothing else they at least demonstrate beyond controversy a phenomenally disproportionate increase in the two types of paint. Moreover, as it is perhaps safe to assume that at least ninety per cent, of all the paint consumed is applied by practical painters, it might also be a just conclusion that an increasing number of painters are finding their profit in the use of mixed paints or are yielding to necessity in using them. That this is the case is a fact familiar to all paint manufacturers. But while forced to admit the obvious technical and economic superiority of paints furnished in this form, many painters and architects sincerely deny the possibility of their excellence or even equality with pure white lead and linseed oil, or admitting equality, question their actual economy. Since both objections are capable of practical test, it appears strange that they should not ere this have wholly prevailed or have been completely answered. The fact is that the " human equation" so subtly pervades all human actions that it is far easier for human experimenters to prove an a priori propo sition than to reach an unbiased conclusion. Thus we have from one practical painter or committee of painters, a demonstration entirely at variance witli tile conclusions of another. In the final event, it is the consuming public who decide when " doctors," whether of paint or of medi cine, disagree, and the consuming paint public is evidently in the way of deciding that from their point of view (that of the pocket book) the mixed paint has the better of the argument. Ready-mixed paints, including the socalled combination "leads," are as a general proposition, compounded of zinc white, white lead and linseed oil, with or without greater or less proportions of inert 0007-SWP-000128375 WHITE CITT NEWS materials, such as gypsum, china clay, barytes, whiting, etc. This outline of composition applies, of course, only to the high grade paints containing no water and emulsifying materials. They retail at prices ranging downwards from about $1.75 to $1.25 a gallon, according to the proportion of inert extenders contained. They will cover, per gallon, when ready for application, from 300 to 350 square feet, two coats, the cost per hundred squaiefeet covered amounting, with the additional oil used in the priming coat, to about 50 cents. With pure white lead on the other hand, it has been repeatedly demonstrated, the cost per gallon ready for application-- with linseed oil and other added ingredi ents at the price assumed for the mixed paint, as above--and allowing for the shortage always encountered when white lead is bought in packages of 100 pounds or under--is $1.60 per gallon, with lead at 7 cents per pound. It has also been repeatedly demonstrated that with sucn paint not more than 22s square feet can be covered with two coats, giving us for the lead paint a cost of 71 cents per hundred square feet painted. As to the use of the inert pigments in these combinations, opinions differ; but Dr. Dudley, of the Pennsylvania Railroad, who lias given perhaps more time than any other living authority to the practica1 study of this question, maintains, and has for years maintained, that to insure the best attainable results with the available white pigments, they must be heavily loaded with such materials. Their addi tion in most cases, somewhat reduces the spreading capacity of the paint, but this reduction 15 generally accompanied by a compensatory reduction In price per gallon. Why should a gallon of ready-mixed paint cover and conceal a greater area of surface than a shop-mixed gallon of lead and oil? For the same reason that an ounce of gold hammered into gold foil wil* cover and hide a vastly greater surface than a gold com of the same weight. It is merely a question of actually shielding every particle of the surface with a particle of opaque pigment. If that be accom plished, it is a matter of indifference, so far as the visual effect is concerned, whether the coating be one thousandth of an inch or one-tenth of an inch in thick ness. The obscuring power of opaque pig ments is practically identical for the indi vidual particles, therefore of anytwo opaque pigments that with the smaller ultimate particles will hide the greater surface area. Generally speaking, it is the zinc content of ready-mixed paints which gives them Out General Distributers. their advantage in area covered. If a pound of pure zinc in oil were placed on a surface of the same area as that covered by a pound of lead m oil applied by the brush, the coating would be impracticably thick, ashas been repeatedly demonstrated Alabama Gray Sc Dudley Hardware Co., Birmingham Arkansas Whitlow-Williams Drug' Co., Fayetteville California H R. Tibbetts Paint Co.. Tenbrook & Co , H. R Tibbetts Paint Co , Los Angeles Sacramento San Diego in this office. When spread out to the Florida normal thickness of a practical coat of The S B Hubbard Co , Tampa Hardwnre Co. Jacksonville Tampa paint, the area covered is fully fifty per cent, and in some cases may be one hun dred per cent, greater than that covered by the lead. The disparity in favor of lamp black, the ultimate particles of which are still smaller than those of zinc, is corres pondingly greater. Why, then, are not the bases of readymixed paints composed entirely of zinc? Simply because there are practical difficul Georgia N L Willet Drug Co , Augusta Illinois Geo E Watson Co , Brady Bros. Hardware Co. Colburn, Btrks Sc Co , Chicago Jacksonville Peoria Indiana The Evansville Paint &. Varnish Co., Ltd , Evansville Iowa Sickels, Preston & Nu`tmg Co., Davenport W H. Torbert. Dubuque J W Edgerly & Cu , Ottumwa Homick, Hess & More. Sioux City ties which make a combination of lead and other pigments with zinc preferable to the single pigment. The French painters, whose first coat is frequently what our painters would call a knifing coat, find no practical difficulties in the prohibition of lead; but where the ultimatum particles are so extremely fine it is incompatible with the essential ease of working to apply Kansas A B. Whiting Paint & Glass Co , Topeka Kentucky Robinson Bros. & Co . Louisville Louisiana David Bernhardt, New Orleans Maryland Carlin & Fulton, BaMitr.ore Massachusetts Baldwin, Robbins & Co , Boston a coat of pure zinc with no more than Minnesota enough oil to admit of a uniform and unin- Hackett, Walther, Gates Hdwe Co , St Paul terupted layer of pigment on the surface. Montana Lead and other pigments are therefore i A. M Holter HdweCa., Helena combined with the zinc, among other pur New 'fork poses, to reduce the proportion of oil and " ~ Buffalo to increase the thickness of the single coating. ' % * Co. New York City \ a> , Syracuse Jno. L Thompson. Sons& Co . Troy But the mixed paint manufacturer has North Carolina not proceeded from theory to ptactice, but Burwel) & Dunn Co Charlotte vice versa. It is the long continued daily Ohio school of practical use and competition that has taught him to devise paint form ulas which shall yield to the customer the greatest average efficiency and economy. His paint must either be cheaper or better Smith Bros Hdwe Co , Co-Operating Merchants Co., Oklahoma Territory Alexander Drug Co , Oregon F. E. Beach & Co , Columbus Toledo Oklahoma City Portlnd than pure lead to gain him a hearing with Pennsylvania the distributer or the consumer; and hav ing succeeded in accomplishing one or the other of these feats, his competitor soon forced him to accomplish both. {.Continued next week ) Shoemaker & Busch. . irdware Co , Co . Phelps-Straw & Co . Philadelphia. Hanover Pittsburg Reading Wilkes bam* Rhode Island Union Hdwe. & Electric Supply Co , Providence South Carolina Murray Drug Co , Columbia Tennessee Fritts&Wiehl Benedict, Warren & Davidson Co . Strother Drug Co,. Warren-Yarborougb Paint & Glass Co , Chattanooga Memphis Bristol Nashville Texas Houston Drug Co . Gremer-KeJIy Drug Co., Houston Sherman Utah G F. Culmer St Bro , Salt Lake Virginia Barker-Jennings Hdwe Co , Lynchburg Washington A. S- Johnson & Co . ' Spokane Drug Co , Tacoma Spokane West Virginia The Kanawha Drug Co . Charleston The Williams & Davisson Co., Clarksburg W. H. Chapman & Sons, Wheeling 0007-SWP-000128376 'I White City News Devoted to Matters of Interest to Our Representatives. F. R. DOUGALL. SALES MANAGER The information contained in this paper is of a confidential nature. Please destroy after reading and do not leave lying around. Complaints on New Era Paint. We print below report made by one of our practical foremen after inspecting a house painted with New Era Paint, which was in bad condition. One of our best local customers, who had spread in the past over 4,000 gallons of New Era Paint, complained that he had a house that had " gone wrong," and that this was the first complaint he ever had on New Era Paint. He stated that it was simply beyond his comprehension where the trouble was, although he was a practical painter, and desired us to send a practical man down to carefully examine the job and report as to the cause of the paint peeling. The following report gives you an in telligent idea of what conditions will cause New Era Paint, or any other good paint, to give unsatisfactory results. It is not the paint, but the conditions that are at fault: Mr Mo n t a g u . Factory Manager Dear Str --I called on Mr. Thompson, as peryour instructions, and we visited the house which he painted with New Era No 53 for body and No 24 as trimmer, and found it to be m very bad condition on the lower half of the house, especially around the veranda, railings, columns,and alsoona lattice fence, from which I took one of the slats. This will give you an idea of the condition of the house. The house appears tu have been in good condition befo'e the paint was applied, for I scraped off some of thepaini and found a solid undercoat, and am positive had the paint been applied properly, there would have been no trouble ] ana myself satisfied that the cause of the irouble is due to the paint net being brushed out. and having been flowed on heavy In order to make it cover It has not dried through, but has dried on top and formed a skin, which became wrinkled or drawn up as the frost and chilly air struck it Aoetterldea of what I mean can be seen on the edge of the slat marked X. where the paint Is wrinkled and not dry yet, although applied last October. This portion would have been peeling as much as the side of slat had it not been protected, but exposed to the elements. The trouble is clearly due to his trying to make one cojt do where two should be applied, and do rot con sider that we are at all responsible for results. Ha r r y Wa l k e r . After receiving the above report, Mr. Gordon Montagu, our factory manager, outlined his ideas, that are based on 40 years experience in the paint business, as shown below: F K DOUGCLL. Sales Manager. Re Attached report. This is reasonable and satisfactoiy to me In all complaints about New Era it may lie assumed, and the fact cannot be too strongly emphasized, that if conditions are right New Era must and cannot fail to be satisfactory The manufacturer who sends out a good article which he knows to be right, is justified m Insisting that his goods be properly applied by romputent workmen, on a properly prepared surface and under proper conditions of atmosphere A day may be dry and yet not suitable for painting, if the air be charged with moisture, or there be moisture m the wood, or on the surface. In all such cases the paint will pee] later on no matter how good the paint la, I allude to this point especially because 90 per cent of complaints are on peeling New Era, as a body paint, needs plenty of elbow grease-It must be well brushed out Two or three thin coats are much to be preferred to ore thick coat if paint is applied too heavy fn the expeclatfon that one coat will do the work, it will result in failure and the painter will lay the blame on the paint, One other prolific source of trouble is in the prim ing, and personally I have always closely scrutinized this feature. What becomes of all the stuff that is sold at cents per pound in tin' Most likely thinned with bum oils or dryers on the supposition that overcoats of good paint will hide it up and cure all ailments. Another point which should be dwell strongly on is the thinning of New Era for first coal. There can be no object in the manufacturer incorporating pure oils. turps, etc.. In his paint, if thepamter can go to the store and buy impure thmners, etc., etc [ have covered ihe principal points briefly so as to give you a talking basis for future complaints The paint was O K but the job looks bad and the only way that I can see to improve it Is to prepare the surface, sand off, and apply two coats properly We simply must insist on proper primers beingused under New Era, and proper care used In putting it on nver a suitable surface and under suitable conditions New Bra must be brushed out well. Go r d o n Mo n t a g u , Factory Manager. In printing these two reports we desire to emphasize to our salesmen and to our distributers the fact that New Era Paint is not at fault where complaints of this char acter are made, and when customers call your attention to jobs of this kind, you will hereafter knowhow to talk to them in an intelligent manner and convince them that the trouble is undoubtedly due to local conditions, over which we have absolutely no control. Turpoiine Shellac. One of our progressive salesmen directed our attention to the fact that aside from superiority of our product in other direc tions, it was a far better color than Tur pentine Shellac, offered by the Standard Varnish Works, and produced samples of both as evidence. 11 Turpoiine" is a per fectly clear white resembling white shel lac in color, whereas "Turpentine" is rather a dull muddy color, and a compari son should result tn "Turpoiine" being given the preference every time. In con nection with talking quality and price, be sure and make this fact a feature as well. Do not fail to direct the attention of the trade to tills most excellent piece of goods. Every dealer handling Varnish should stock and push the sale of " Turpoiine Shellac." The goods are all that we claim for same. We will be pleased to furnish on request sample phials to enable you to make comparison when occasion demands. " TAKE HOLD AND LIFT." 0007-SWP-000128377 WHITE CITY NEWS Car Load Orders Received This Week. District Sales Manager S. H. Hart sent in a large car order from our Toledo dis tributers, The Co-Operating Merchants Company. H. R. Tibbetts Paint Co., our enter prising distributers at Los Angeles, Cal., could not wait for our representative to book their order, so they mailed us in an order for two cars of New Era Paint and " Acme Quality" Specialties. A. B. Whiting Paint and Glass Co., Topeka, Kas., distributers for Kansas and Colorado, also could not wait for Dan so mailed in their order for a car. Alf. R. Kelly, District Sales Manager for Pacific Slope, sent in a car order from The Spokane Drug Co.,Spokane, Wash., our distributers for that section. Mr. James Dougall just sent in a car load order for our Columbus (Ohio) dis tributers, Messrs. Smith Bros. & Co., who order this way quite freq uently. This makes six car load orders for the week, which is notso bad. Wecan stand more, so--Come on. Boys! The Economy of Mixed Paints, {Front ''Drttt'i, Otis and Paints.' } (Concludedfrom last week) As noted above, it is the consumer of paints that in the end decides. The deci sion may be slow in making itselfmanifest, butit is inevitable and final. The decision it rendered on one consideration and one only: total economy. The form of paint that in a period of years best satisfies the demands of the user for beauty, protection and low average expense is the one that must eventually prevail. It is, as are all things else, a case of the survival of the fittest; and from the very nature of the case we art precluded from supposing any thing but that the factory-mixed paint is fitter to survive than the shop-mixed variety. This does not mean that one pigment shall necessarily prevail over another, nor that one in itself is necessarily superior to another. As yet our knowledge of pig ments and the condition of service is embarrasingly incomplete. There is room --nearly all the room there is--for study and specialization along this line. But the fact remains that Ihe paint manufacturers have gone farther than others in the study of both materials and conditions, and that their better grades of products show a more intelligent adaptation of means to ends. Furthermore, it may to-day be regarded as beyond the stage of argument that the ready-mixed paint -- without regard to its components--is superior in point both of economy and of efficiency to any similar paint that can be prepared in any paint shop. Porch Furniture Contest* | ___ A i|! Standing of Acme Salesmen's Contest* * X April l to May \ I, Inclusive. V J. J. MAHONEY - ist V V E. G. PEARCE - 2nd V v 1. D. WILSON - ?rd v C. F. PULFER 4th V V S. W. NEWELL 5th w v' W. J. CARLYLE - 6th S' H. F. WHITAKER 7th WATSON WESLEY 8th H. L. WILSON - 9th S' S' SS'' S' G.S. RICHARDSON yth C. MEHLIG - - loth A. W. MARTIN ioth E. R. HOAG - ioth G.C. BURNHAM Jr. ioth S. A. HUNTER - nth W. J. SELVAGE 12th St S' M, L. MCKENNA 12th COME ON, BOYS I! a> A A I A * & A Letter From Home. Dear Father: Please send me a cheque-- I dallied last night with a deque , What little t knew Didn't carry me through. And 1 got It. alas, in the Deque ' Dear Son: F am just out of cheques, Pray consider the physical wreques That probably knew A heap more than you Of cards and the opposite seques. From " Hardware Hints " T. W, CONNOR, Sac k s Mamaq c r The General Manufacturnlg Trade Department is naturally gratified at the number of letters received by them which are along similar lines to the following from The Midland Mfg. Co., of Tarkio, Mo.: We are very highly pleased. Indeed, with your paint and dipping tanks. The equipment could nnt be better an! the stock gives us tbe very best results. It is all and even more than you stated. Only a few days ago the foreman of the palm shop was talking with tbe writer and he voluntarily stated that we could not afford to think for a moment of making a change in our paint lines. Our business relations with your company have been most pleasant, for which we give you no small credit. With best wishes, we are. Yours truly. Mid l a .n o Ma n u f a c t u r in g Co ., Fred M. Ashe, Gen'J Mgr. Our General Distributers. Alabama Gray & Dudley Hardware Co.. Birmingham Arkansas Whitlow-Williams Drug Co.. Fayetteville California H. R. Tibbetts Paint Co., Los Angeles Tenbrook & Co.. H. R Tibbetts paint Co.. Sacramento San Diego Florida The S. B HuhbarjCo.. Tampa Hardware Co. Jacksonville Tampa Georgia X. L Willet Drug Co, Augusta Illinois Geo. IT Watson Co.. Brady Bros. Hardware Co. Colburn, Birks ft Co., Chicago Jacksonville Peoria Indiana The Evansville Paint & Varnish Co., Ltd. "Evansville Iowa Sickels, Preston & Nutting Co Davenport W H. Torbert, Dubuque J. W. Edgerly ft Co . Ottumwa Hormck, Hess St Mora, Sioux City Kansas A.B WhitingPamt&GJassCo .Topeka Kentucky Robinson Bros. St Co , Louisville Louisiana David Bernhardt, New Or lean Maryland Carlin & Fulton. Baltimore Massachusetts Baldwin. Robbins St Co., Boston Minnesota Hackett, WalUiei, Gales Hdwe. Co.. St. Paul Montana A. At. Holier Hdwe Co., Helena New York Buffalo Glass Co., Buffalo Sickels & Nutting Co , New York City Burbans & Black Co . Syracuse Jno L Thompson, Sons & Co , Troy North Carolina Burwell St Dunn Co- Charlotte Ohio Smith Bros. Hdwe. Co., Columbus Co-Operating Merchants Co- Toledo* Oklahoma Territory Alexander Drug Co*. Oregon F. E. Beach St Ox, Pennsylvania Shoemaker ftJJusch, srdware Co.. Co.. Phelps-Straw ft Co . Oklahoma City ' Portland J Philadelphia. IH".anMo'v.rerr* ` u., r ,u W'lk**,.**!*** Rhode Island Union Hdwe. & Electric Supply Co.. South Carolina Murray Drug Co. Tennessee Fntts & WIehl. Benedict, Warren & Davidson Co., Strother Drug Co,. Warren-Yarborough P*ot ft Glass Co.. Chattanooga Memphis Bristol Nashville Texas Houston Drug Co.. Greiner-Kelly Drug Co., Houston Shrman Utah G. F. Culmer ft Bro., Salt Lake Virginia Barker-Joinings Hdwe Co., Washington A. S Johnson & Co., Spokane Drug Co Lynchburg Tacoma Spokane West Virginia The Kanawha Drug Co.. Charleston The Williams ft Davisson Co., Clarksburg W. H. Chapman ft Sons. Wheeling m r 0007-SWP-000128378 MR W ; : n White City News 0 Devoted to Matters of Interest to Our Representatives. <jt$tPAINTS.ENAMELS iuauneo v COLORS,VARNISHEaS VOL. I. DETROIT. MICH MAY 21, 1904. NO. 52 Salesmanship. F. R. DOUQALL, DALES MAfMQElt The information contained in this Paper is of a confidential nature. Please destroy after reading and do not leave lying around\ jjj Porch Furniture Contest | $ Standing; of Acme Saletmen's Contest. & April 1 to May 13, Inclusive. J. J. MAHONEY - 1st 1. D. WILSON - 2nd C. F. PULFER 3rd E. G. PEARCE 4th S. W. NEWELL 5th W. J. CARLYLE - 6th H. F. WHITAKER 7th WATSON WESLEY 8th H. L. WILSON - 8th G.S. RICHARDSON 8th G.C. BURNHAM Jr. 9th E. R. HOAG - 10th A. W. MARTIN roth C. MEHLIG - 10th S. A. HUNTER - 11th P.H. BETHGE 11th W. J. SELVAGE 12th M. L. MCKENNA 12th WM. GALL1E 13th j| COME ON, BOVS 11 Mr. Joe Jinnett, representing our dis tributers, The H. R. Tibbetts Paint Co., Los Angeles and San Diego, CaL, advises that New Era is getting to be a disease in Long Beach,CaL By this, no doubt, he means that it is a remedy for ail paint ills. P H. BBTHGE. We are in receipt of a car load order through our genial representative, Mr. P. H. Bethge, for shipment to our distribu ters, The Alexander Drug Co.,Oklahoma City, Oklahoma Territory. We regret not being able to announce that several other carload orders were received during the week. We want all the carload business you can possibly send us. For the balance of the season try and keep us hustling filling orders of a like character. COME ON, BOYS! Oar Latest New Eta Booklets. We attach to this issue a copy of our latest booklet on New Era Paint, " How to Paint Your House." It contains good reading, and is a strong argument with a prospective customer. We will be glad to send a supply to any of our distributers' salesmen who will use them, if they will kindly make requisition upon us. We think these booklets are very neat and forceful. " Acme Quality " Proof Conclusive. Mr. J. W. Mitchell, Lincoln, Neb., after making a thorough test of our Mas ter Painters'Tuscan Red, Ivory Black and Chrome Yellow Medium, Bull Frog Per manent Green, Devil's Red in Oil and French Crown Tinting Ochre, advises us that not only is he highly pleased with the goods, but the same surpass in every respect any goods of like character he ever used during his experience of 27 years. By IV aV Attbuchvn (*Piccolo''') (Copyright, 1904, by Joht Lee Mahin) A salesman of experience realizes that ideas--practical methods of selling goods, are of the greatest value, and healso knows that itpays him to searchfor them. He cannot successfully employ the same old way of doing things monthafter month, and year after year. He must be modern, up-to-date--as much or more so than men of other professions. A physician or lawyer finds that to com pete successfully, he is compelled to read, read, read all the time, in order that he may team of advancement in treatments or in procedures. Experience is the best teacher, but the road of the individual's experience is nar row and rugged, and it does not fall to each to have the same experience, or to have the same views of similar exper iences. If we learn from another that fire will bum us, it is not needed that we place our fingers in the fire to prove the truth of it. It is better to accept the statement and avoid suffering. How many times does the salesman fail to sell certain buyers, withoutknowing why f All his experience seems to count for nothing in some cases, and it may be some trifling matter, some apparently unimportant oversight which causes the trouble. To discover the missing link in his method may, and does mean much to the salesman. How may he do this? By learning the experience ofothers Every idea supplies a ``missing link" in his chain of reasoning. Correct con clusions depend upon correct premises, from which to reason. The more good ideas, the better the basis for good work. A looker-on often sees more than gamesters. A man who has been shaved 0007-SWP-00012837S WHITE CITY NEWS by a thousand barbers, knows more about different ways of doing it than any barber. A manisduller in his own business, than he is in the business of others, at least, he believes so, and with good reason. In his own business he learns how much he does not know. The vastness of his ignorance appalls him. Basing his action on the rule that the average business man realizes that he does not know too much about even his own business, a salesman may proceed even witli more confidence. Thefear which paralyzes some salesmen is tlie fear which arises from undue rever ence for the supposed greater knowledge of the buyer. Give a buyer credit for only such incomplete knowledge as it may be assumed every human being possesses, and you rise, m self-estimation, to an equality. In war it is more difficult to make a suc cessful charge against forces whose posi tion is on an elevation. Attempting to influence a buyer, who, in your ovm belief, is higher than you are, is like a charge up hill. A reverence for man, is with some human beings, greater than their reverence for divinity. It is false reverence in business, and detracts from business force. Salesmanship consists of brain work, not brawn work. It is mind, not muscle, which does the business. It is not that a man may not know cer tain things, but rather that he does not realize their true value in practice, nor utilize them. 1 learned why [ did not interest a certain buyer by accidentally overhearing the remark of a six-year-otd boy, who happened to be in the store at the time. I then sold the merchant with out serious difficulty. The wish to establish confidence on the P3rt of the buyer, with a consequent per manence as a customer, should nut be allowed to overbalance the wisdom ol taking the order to-day. If one adheres to rules of fair dealing, confidence must come, but many salesmen neglect to-day in the hope of to-morrow. They should remember that their trade is with grown-up people, who do not relish nursing at the bottle, and are better satis fied with solid food. Trade will grow faster if the salesman takes solid orders and gives solid values. The consciences, so-called, of many salesmen, are too tender. 1 would call an extreme tenderness, a symptom of ignor ance rather than a virtue. A salesman does not make permanent friends by yielding to demands for inside prices. It is a sign of weakness and weakness excites pity rather than admira tion. It is a false idea of his profession which prompts a salesman to give cut prices, at the expense of his house. Greater than all he is false to himself. Inferiority is a makeshift with no future; superiority is self-sustaining and its ad vantages are accumulative. Once buyers learn that a salesman will yield to pressure and lower a price, that salesman will be caused to lead a miserable existence thereafter, and willget no orders without a struggle. Misrepresentation on the part of buyers is not always intentional, sometimes adverse conditions are implied rather than stated, but generally it will be found that the whole trouble is in the imagination of the salesman. If a buyer shows a salesman a competi tor's bill, or rather a part of it, while turn ing over the upper or the lower portion of the sheet so that all cannot be seen, it can generally be taken for granted that it is a pure " bluff " of the buyer and a salesman should not accept it as evidence. When a salesman writes his house that he has "seen the bill" let him be sure that he has seen the date, the whole bill, and knows all the conditions. When all the conditions of certain sales on the part of a competitor arc known, m most cases there is less with which to find fault than at first glance appears. When a salesman, after repeated effort by ordinary methods, fails to succeed with a buyer, he should use extraordinary methods. He has nothing to lose but all to gain. There is a way to reach every buyer. It is safer to disbelieve ill of a competitor than to believe it. If one believes he will beinfluencedto do likewise, and experience shows that at least 60 per cent, of such information is false. (Continued next ) New Era in tae Lead. Wh it e Cit y . Ka n s . May io, *04. a c me Wh it e Le a d a \u Co io r Wo r k s , Detroit, Mich (ientlemm --1 have painted five houses this spring with New Era It is the best ready-mixed paint that I ever used I painted a house three years ago with one coat of New Era and it looks as good to-day as the day 1 put it on There is a house right along side it that was painted two years ago with another brand of paint, and it is peeling and coming off. New Era is all the " go " here Yours truly, L We e k s , House Pjjnter. Our General Distributers* Alabama Gray Sc Dudley Hardware Co Arkansas Whitlow-Williams Drug Co., California H. R Tibbetts PaiiuCo., Tenbrook & Co.. , H. R Tibbetts Paint Co , Birmingham Fayetteville Los Angeles Sac nwnemo San Diego Florida The S B Hubbani Co.. Tampa Hardware Co. Jacksonville Tampa Georgia N L. Wlllet Drug Co., Augusta Illinois Geo E Watson Co . Brady Bros Hardware Co Colburn. Birks & Co . Chicago Jacicsonville Peon a Indiana The Evansville Paint & Varnish Co , Ltd , Evansville Iowa Sickels, Preston & Nutting Co., Davenport W H Torbert. Dubuque J W Edgerly & Co , Hormck, Hess & More, Ottumwa Sioux City Kansas A B WhitingP.unt&GJassCo .Topeka Kentucky Robinson Bros. & Co., Louisville Louisiana David Bernhardt, Maryland Carlin & Fulton. Massachusetts Baldwin. Robbins & Co . New Orleans Baltimore Boston Minnesota Hackett. Wslther, Gates Hdwe Co , St Paul Montana A M Holier HJwc Co , Helena New York Buffalo Glass Co , Buffalo Sickels & Nuttmg Co., New York City Burhans & Buck Co . Syracuse Jno L Thompson. Sons & Co , Troy North Carolina Burwell & Dunn Co Charlotte Ohio Smith Bros Hdwe Co . Columbus Co-Operating Merchants Co , Toledo Oklahoma Territory Alexander Drug Co.. Oklahoma City Oregon F F. Beach & Co , Portlnd Pennsylvania Shoemaker & Busch, J C TangerCo., Logan-Gregg Hardware Co. Bari Hardware Co . Phelps-Straw & Co , Philadelphia. Hanover Pittsburg Reading Wilkesbarre Rhode Island Union Hdwe & Electric Supply Co . Providence South Carolina Murray Drug Co , Tennessee Fritts & Wiohl. Benedict. Warren & Davidson Co . Strother Drug Co., Warren-Yarborough PAnt & Glass Co . Chattanooga Memphis Bristol Texas Housion Drug Co . Gretner-Ketly Drug Co , Houston Sherman Utah G F. Culmer & Bro-. Salt Lake Virginia Barker-Jenmngs Hdwe Co. Lynchburg Washington A S Johnson & Co . Spokane Drug Co.. Tacoma Spokane West Virginia The Kanawha Drug Co , Charleston The Williams & Davisson Co . Clarksburg W H. Chapman & Sons, Wheeling 0007-SWP-00012838C } Date. ' Memofrom--F. J. SCHULTE To. *1 i fi 0007-SWP-000128381 White City News Devoted to Matters of Interest to Our Representatives. PUBLISHED BV fPAINTS.ENAMELS Ll'-p'. ,C> COLORS,VARNISHES 4f m VOL. II. DETROIT* MICH MAY 28, 1904. NO. I Car-Load Orders This 'Week F R. OOUGALL, Sa l e s Ma n ag e s The information contained tn this paper is of a confidential nature. Please destroy after reading and do not leave lying around. Porch Furniture Contest Standing of Acme Salesmen's Cont'st. April t to May 25, Inclusive. V V 1. D. WILSON I St Wy J. J. MAHONEY 2nd wVJJ E. G. PEARCE 3rd C. F. PULFER 4th S. W. NEWELL 5th W. J. CARLYLE 6th H. F. WHiTAKER 7th VV WATSON WESLEY 8th w54? H. L. WILSON 8th G. S. RICHARDSON 8th G.C. BURNHAM Jr. qth E. R. HOAG 10th V A. W. MARTIN roth V C. MEHLIG 10th V V$ S. A. HUNTER P. H. BETHGE nth nth V W. J. SELVAGE 12th yw M. L. MCKENNA 12th y % COME ON, BOVS 1! Anderson Company, who are large manufacturers of farm implements, sleighs and wagons, recently moved their plant from Little Falls, Minn., to St. Paul, where they have just erected a large factory. We have just closed with them for their coming year's requirements in materials of our manufacture which is our fourth successive year with this concern. Their plant is equipped with our paint dipping appliances. Mr W. L. Da v ies President W. L. Davies has recently returned from an extended trip through the Middle West, where he made a close stuay at business conditions in general and those affecting our distributers and jobbers in particular. Mr. Davies states that trade in the Middle West is in a very prosperous and satisfactory con dition. Acme Quality lines are more popular than ever before, and he re ceived many assurances from our job bing friends that the Acme Quality lines were by far the most satisfactory goods of any on the market for the jobbers and retailers to carry. Mr. Davies brought home with him many substantial indica tions of the beneficial results of his trip in the way of new business. He had the pleasure of meeting personally for the first time many of our distributers, as well as jobbing and retail customers, the result of which, we feel sure, will result in a closer bond of business relationship, and in creased confidence between us. Adamant Barn and Roof Paint and Keystone Metallic Paint, Owing to the growing demand for barn and roof paints in smaller than one gallon cans, we are now offering these two grades in half and quarter-gallon cans. We sug gest that you stock up your various friends among the trade with these sizes, in limited quantities, as they frequently have an opportunity to sell a small amount of cheap paint. C. L. Warren, aided by District Sales Manager Dan Davies, has just landed a new distributer for Northwest Texas. The firm is The Texas Paint and Paper House, Fort Worth, Texas, one of the most enterprising, oldest and best known firms in the state. Their first order is for a car-load, sent in by Mr. Warren, and they intend pushing New Era Paint and "Acme Quality" lines for all they are worth. F. R. Dougall, our genial sales manager, sent in a large car-load order from The Cruze-SterlingCo., Knoxville,Tenn.,who took hold of "Acme Quality" lines about a year ago, and have since enjoyed a won derful success in building up their paint business, which they attribute largely to the quality of our New Era Paint. They are a firm of "hustlers" and order in car lots. A!f. R. Kelly, district sales manager for the far West, sent in a car-load order from our distributers, G. F. Culmer & Bro., at Salt Lake City, Utah. This car was rather unique, as it contained an assort ment of practically everything we catalog for the jobbing and store trade. G. F. Culmer & Bro. carry in stock our full line in large quantities. New Era Primer. This line is making a great hit with the trade. Some of our representatives order New Era Primer on nearly every order they send in. Every New Era agent should carry New Era Primer in stock, and make a point of introducing same to his painter friends, as well as consumers. We suggest also that you work in this line with new customers where you have as yet been unable to land them on New Era Paint, and we venture the assertion that this entering wedge will frequently be the means of securing a new agency for you on the full New Era line. 0007-SWP-000128382 WHITE CITY NEWS I weeks of the whule season on "Acme I Quality" assortments. We hope our representatives and our distributers' representatives will make a grand "spurt" and wind up the season with a great big " batting average" that will make all outsiders look like " also rans." The Southern Wholesale Hardware Asso ciation's Convention at Atlanta, Ga. MJ? Ci 13 Pl/LKER On May 23rd, 24th and 25th The Southern Wholesale Hardware Associa Assistant General Manager G. B. Pul- tion held its convention at Atlanta, Ga. fer, Is still in the West, where he is getting "next" to the trade conditions and trades people. George is a gifted exponent of the art of "salve spreading " and finds the West a vast field for the exercise of his powers. He says he went on this western trip for his health and a much deserved rest, but judging from the orders and the " new deals " he has made We were represented there by Sales Manager F. R. Dougail, District Sales Managers, H. H. Halladay, R. M. Billings and C. F. Elliott and Special Representa tive H. L. Wilson. The convention this year was very large ly attended and Frank reports that it was a great success in every way. and sent in, we think hesimply can't help talking about Acme Quality goods. Mr. Ceylon Shellac. Pulfer is enjoying personal visits with many of our western distributers and customers. We understand that Alf. showed him most of the sights of 'Frisco. Ceylon Shellac is a shellac substitute that fills the bill in a most satisfactorymanner. It is just what is wanted by the trade throughout the countrywho feel that the present price on regular shellac is ex- District Sales Manager F. R. Dougail orbitant. Our Ceylon Shellac fulfills all has been traveling through the Hast and the purposes for which regular shellac may South for the past five weeks, where he be used, and is considerably cheaper. It has been getting in close touch with trade possesses excellent working qualities, conditions and our customers. Hehasalso ; dries as quickly as shellac, cannot be sur met our various district sales managers ; pasedfor filling and surfacing properties, and other representatives covering that and is an excellent article for covering territory. He has demonstrated in a prac knots, sappy and pitchy places. tical manner that trade in the East is This is a distinct specialty of superior booming, by sending in one car load order excellence both from a standpoint of price, and seven other large jobbing orders in one j quality and general desirability, and we week. We expect that Mr. Dougail will | are glad to report that since May 5th, when be back in Detroit on Monday, the 30th | we first put up this line on the market, inst. the sales have been extremely large, and prove conclusively that the demand for $5.00 and $10.00 Assortments. > such an article is almost unlimited. Don't forget that Ceylon Shellac is The spring prize contest on sales of ready for use when it leaves our factory, $5.00 and $10.00 Assortments will <ilose and does not require a special reducer. on June 30th. After that date we shall Occasionally, however, when it may have discontinue offering these special assort stood for some time and not been securely ments with the extra quantity gratis. corked, it will body up to some extent, and These assortments have proven very should be reduced with wood alcohol 1 but popular with the trade and if you will care must be exercised to avoid using more advise your customers that this offer will than 5 per cent, of alcohol as a thinner, as be withdrawn before your next visit, they a larger quantity may cause the goods tp should nearly all place an order for a case curdle. or two with you now and thus get the We have just decided to concede regu advantage of the " gratis offer " of about lar paint terms of 60 days, less 2 per cent, 10 per cent, in additional goods. in 35 days, on Ceylon Shellac, and we There are only a few more weeks in hope that you will all take an interest in which to " hustle " on these assortments. placing some of this material with each of They should be the biggest and the best your customers. Salesmanship. tty IV. N Aubnchon ( " Piccolo'') {Copyright, 1004. by John Lee Mahm) Information of wrong-doing on the part of a competitor very naturally causes dis quietude in the mind of a salesman. Under such conditions he should never immediately retaliate, but will profit more by deferring action until he has had time to think it over. A salesman is deceived when he believes any buyer is a "good friend" and will not misrepresent. He is a buyer first, and a good friend afterward. All men m trade do not care to accept business on the same conditions that other men do, and where many men fail to make money, is in believing that they are sure to succeed, if they meet competition on all points. Many buyers are ever on the lookout for bargains, and many salesmen get "picked up"- on their cut price Items without receiving an order for a fair share of more profitable merchandise. When a salesman learns who these " snap-you-up " buyers are, he should never offer his bargains until after he has received an order for a satisfactory amount of other goods. A salesman whose success is dependent upon a good supply of "bargains " can not hope to establish himself as an adept in his profession. There are real bargains in price, and there are bargains in appearance only, but the greatest bargains are those which possess extraordinary merit in salableness. If you get a chance, travel along the road in company with your competitor. The better you know him, the more you will think of yourself. Do not think because you get up at six in the morning that you will sell the most goods. Its more a matter of when you go to bed and how much sleep you get. You must feel good to do good. Do not rely upon the Introduction of another salesman to influence business for you. You stand on firmer ground if you introduce yourself. We can work better to-day if we give not too much thought to to-morrow. There wouldn't be so much weight in the pack of trouble we carry on our shoulders if we didn't burden ourselves with next week's supply. To climb a hill with least fatigue, never give thought to the many steps to the top, but only to one step ahead of you. When selling one man in a town, forget all the others until you have done your work thoroughly with one. {Continued next week.) m mo r 0007-SWP-000128383 City News Devoted to Matters of Interest to Our Representatives. PUBLISHED BY PAINTS.ENAMELS COLORS,VARNISHES VOL. II. DETROIT, MICH JUNE 4, 1904. No. 2 Colonial Floor MFax. with perishable goods. Yet, see to it that We have recently received two com plaints from dealers stating that they had asked our salesmen if our Floor Wax was you sell enough to shut out a measure of purchases of similar supplies from other sources. poevdered before buying and were assured Do not try to get it all. Leave a little that it was. This seems to indicate a for the other fellow. If he doesn't get P R. DOUQM.L, Sa ic s Ma n a o c n lack of knowledge of the character of this some of the business he will be more stren article on the part of some of our represen uous, and get more than he would if he The information contained in this paper is of a confidential nature. Please destroy after reading and do not leave lying around. i tatives, which we hasten to correct. | were not satisfied in his ignorance of Colonial Floor Wax is not a powder, 1 greater things. but a stiff paste, and is intended for use A man who takes sufficient interest in on hardwood floors, furniture or wood your goods to criticise them, is a better work of all kinds. It will produce a hard man to work on than one who is indiffer wax finish that is now so popular and Recent Car-Load Orders. works to perfection. This Floor Wax is Mr. P. C. Frayser has sent tn a car acknowledged to give better satisfaction load order from The Evansville Paint I than any other brand. To get the best and Varnish Co., of Evansville, Ine., results the floors should be gone over who are our distributers at this point. frequently with a weighted brush after applying the wax. One coat of wax every We can handle as many of them as ynu four or six months will keep a floor in can send us. perfect condition, and the weighted brush ent. .You must not expect the buyer to be lavish in praise of your goods. It would be poor policy on his part. He praises your goods to your competitor. Next time--more to salesman.--Mahin's Magazine, We have just heard again from should be used about every two weeks. our District Sales Manager, Mr. C. I-.- 'However, it is not necessary to go to so Elliott, and this tune it was lor a car-load to be shipped to our distributers at Louis ville, Ky., Robinson Bros. & Co. much trouble, except where people are very critical about the condition of their floors. We should sell far more than we do of this article and trust that this fur Mr. C. L. Warren just sent us in a ther knowledge on the goods will result in car-load order from the Lowe-Carter your pushing this line harder than in the Hardware Co., of Weatherford, Texas. past. The car consists of $;.oo and $10.00 Assortments, Colors, Specialties, etc. Our District Sales Manager, Mr. C. F. Salesmanship. Jiy Ilf If A ubufhon (' ` Piccolo'') j^o*. Hy John l ec Mahtu) Porch Furniture Contest Standing of Acme Salesmen's Contest. April I to June J, Inclusive. I. D. WILSON ist * .1. J. MAHONEY and V E. G. PEARCE 3rd C. F. PULFER 4th S. W. NEWELL 5lh W. J. CARLYLE 6th l H. F. WHITAKER 7th Elliott, landed a new distributer in Atlanta, (Conchtdcdfi-'gm last wed ) WATSON WESLEY 8th Ga., while attending the Southern Hard ware Jobbers' Association convention. This firm is the West Lumber Co., who are an up-to-date and energetic house. We are pleased to add them to our list of general distributers. Their first order is for a large car-load of New Era Paint and a full line of "Acme Quality" specialties. We congratulate Fred upon landing this very desirable concern. " Come on, Boys ! " Jumping ahead of your competitor SJ doesn't pay. He gets all you leave be hind and you leave behind more than you 1 % get 1 wI Merely wishing for business doesn't get it. It's like holding the bag in an after w dark " snipe hunt." g Seeing a customer once at the right w hour is better than seeing him ten times at the wrong one. Sell many rather than sell few. Sell often rather than over-stock a customer H. L. WILSON 8th G. S. RICHARDSON 8th G.C.BURNHAM Jr. gth E. R. HOAG 10th A. W. MARTIN io`.h C. MEHLIG 10th S. A. HUNTER P. H. BETHGE W. J. SELVAGE nth nth 12th M. L. MCKENNA 12th COME ON, BOYS !! ,, J 0007-SWP-000128384 WHITE CITY NEWS Southern Hardware Jobbers' Association Convention Held at Atlanta, Georgia, May 24, 25,26 and 27, '04. Below will be found delegates representing the Acme White Lead and Color Works, Detroit, Mich.: H. L Wil s o n , Special Rupresentative, R. M. Bil l in g s . District Sale* Manager District K. H H Ra l l a d ay , District Sales Manager. District M The above five met their numerous friends among the hardware jobbers' of the South and fully looked after the interests of the Acme White Lead and Color Works, and talked the Acme Quality lines. New Era Paints, New Era Varnishes and Rapid Selling Specialties. The boys report the convention a success in the fullest and best sense of the word. Oar General Distributers. Alabama Grny & Dudley Hirdware Co , Birmingham Arkansas ' Whitlow-Williams Drug Co , Fayetteville California H. R Tibbetts P.un{ Co., Tenbrook & Co . H. R Tibbetts Pamt Co., Los Angelek Sacramento Sun Diego Florida ThaS B Hubbard Co.. Tampa Hardware Co. Jacksonville Tampa Georgia N L WiJlet Drug Co , West Lumber Co , . Augusta Atlanta Illinois Geo E Watson Co . Brady Bros. Hardware Co. Colburn, Birks & Co.. Chicago Jacksonville Peona Indiana The Evansville Paint & Varnish Co , Ltd , Evansville Iowa Sickets, Preston & Nutting Co , Davenport W H. Torbert. Dubuque J W. Edgerly & Co , Ottumwa Hormck. Hess & More. Sioux City Kansas , A. B. Whiting Pamt&Gbiss Co.. Topeka Kentucky Robinson Bros. & Co.. Louisiana . David Bernhardt. Louisville New Orleans Maryland Carlin & Fulton. Massachusetts Baldwin, Robbins Si Co . Minnesota Baltimore Boston * Hacked, Walllier, Gales lldwe. Co , St. Paul Montana A M Hotter Hdwe Co . N*w York Helena Buffalo Glass Co., Buffalo Sickels & Nutting Co., New York City Burhar.s St Black G>, Syracuse Jno L Thompson. Sons & Co . Troy North Carolina ' Bunvell & Dunn Co Leak-H&lladay Co , Charlotte Greensboro Ohio Smith Bros. HJwe Co . Columbus Co-Openuing Merchants Co.. Toledo Oklahoma Territory , Alexander Drug Co , Oklahoma City Oregon F. E Beach 8t Co , Portland Pennsylvania - Shoemaker & Busch. .1 "* "" , C . I * Hardware Co., i i. > .-Co., Phelps-Straw & Co , Philadelphia, Hanover Pittsburg Reading Wilkesbnnr Rhode Island Union Hdwe. & Electric Supply Co.. Providence South Carolina Murray Drug Co , Columbia Tennessee Fntts & Wiehl Crur Sterling Co, Benedict. Warren 8t Davidson Co. , Strother Drug Co . Warren-Yarburough Paint & Glass Co., Chattanooga Knoxville Memphis Bristol Nashville Texas Houston Drug Co., Houston Texas Pamt and Paper House, Fort Worth Greiner-Kelly Drug Co., Sherman Utah G. F. Culmer& Bro , Salt Lake Virginia ' Barker-Jennmgs Hdwe Co.. Lynchburg Washington A. S. Johnson & Co , Spokane Drug Co.. Tacoma Spokane West Virginia The Kanawha Drog Co , Charleston The Williams & Davisson Co , Clarksburg W H. Chapman & Sons, Wheeling # m m m 0007-SWP-00012838E Ml! m M WOOUWmRD A5 White City News Devoted to Matters ofInterest to Our Representatives. PUBLISHED RV WkPAINTS.ENAMELS < COLORS.VARNISHES1 VOL. II. DETROIT* MICH JUNE ii, 1904. No. 3 The information contained in this paper is of a confidential nature. Please destroy after reading and do not leave lying around. Neal's Brewers' Enamels. Some of our boys are making friends with the superintendents of breweries on their territory, and the result is a nice business on our high-class tine of Brewers' Enamels. Brewers' Enamels are "Acme Quality '' and cannot help but be highly endorsed by the class of trade to whom such material is naturally of interest. Our line com prises enamels admirably adapted for the various purposes for which same are designed. Our Wall Enamel is just the thing for finishing walls and ceilings and presents a hard, lustrous, sanitary finish not affected by steam or moisture in any form, and the character of finish obtained is such that work finished is easily keptclean and wholesome. Enamel is used very extensively for enameling the heads, sides and hoops of kegs and barrels. To meet requirements demanded we offer our Neal's Brewers' Keg Enamel. Same possesses every re quisite, has exceptional covering capacity, dries quickly and hard, with an excellent gloss and will withstand any amount of washing and exposure without injury. As a protection against rust and for the purpose of finishing iron columns, stair cases, tanks, etc., we offer our Neal's Brewers' Graphite Enamel. These goods represent the maximum durability and serve as a most excellent protection and preservative on any surface finished with them. Our Neal's Brewers' Insulating Enamel for use on pipes, condensers, etc., has the utmost elasticity, will withstand expansion and contraction to a marked degree, and like balance of the line is very durable. You would find it easy to get good business from this class of trade, if looked after carefully. We have the enamels that we know a good demand exists for, if you will only work with us and cater to it. We will be glad to send color cards and write letters to any brewers whom you succeed in interesting on this line. If you can do good work m this direction write us for prices. Note color card attached. Porch Furniture Contest f Standing of Acme Salesmen's Contest. April S to June 3, Inclusive. 1 I. D. WILSON ist 1 J. J. MAHONEY 2nd C. F. PULFER 3rd E. G. PEARCE 4th S. W. NEWELL 5th $ W. J. CARLYLE 6th H. F. WHITAKER 7th WATSON-WESLEY 8th 1 H. L. WILSON 8th A G. S. RICHARDSON 8th V(vM G.C. BURNHAM Jr. 9th E. R. HOAG ioth $ A. W. MARTIN loth C. MEHLIG loth S. A. HUNTER ath P. H. BETHGE lith $ W. J. SELVAGE 12th $ M. L. MCKENNA i2th This contest will not dose until W the gross amount sold reaches ^ ?5,ooo.oo. J^ COME ON, BOYS ! I Varnotile. F.tr Finishing- Floors When you shall have enameled every thing you own, and painted your house, there still remain to be treated, your floors; for with a shabby floor one is much like a person very stylishly and becomingly cos tumed and wearing a pair of shabby boats. Varnotile is a specially made varnish for finishing floors. No surface must with stand harder usage than that which is walked upon constantly. Varnotile is tough and elastic, dries properly, and is easily applied. For new floors of open grained woods, such as oak or ash, the wood should first be filled with a good paste wood filler, such as Davies', ttnted to match the wood. When a smooth surface has been pre pared, apply a coat of Varnotile, let it dry thoroughly and hard, rub it with curled hair or pumice and water (preferably the latter), wipe, and when perfectly dry put on the second coat and let it dry. You can leave it glossy, or if you like a little duller finish, rub it again with pulverized pumice and water or oil, but wipe very thoroughly if oil is used, as dust adheres to it easily and spoils the floor. Davies' Varno-Floor-Stams are best for floors where you desire to imitate oak, mahogany, walnut, cherry or rosewood. Golf Ball Enamel. We have just added to our Acme Qual ity line, a new specialty that should prove a "long drive" and a sure winner. Our Golf Ball Enamel is far superior to any other make and lower in price than the English Enamels. There is a big field for a bang-up, reliable article of this character and you will find it possible to do a nice business in this line with jobbers and dealers in sporting goods all over the country. Golf balls must be kept white and frequent coats of enamel applied, so that they are not easily lost. Hence the demand from the consumers. It is offered in quarter-pints and in white only. 0007-SWP-000128386 WHITE CITY NEWS New Era Paint Talks six gallons. Now can ! return the balance * Please let me know at once, and oblige (.4 Continued Sena ) W E. By h a m No 1 Economy for the Practical Painter. ; Based on Mr. Byham's remarks our representatives, when they have occasion to estimate quantity required to paint a The practical painter can become a good friend or bad enemy to New Era Paint, or any other brand, and it depends largely upon the salesman which way he will " flop. " It is conceded that it pays to cultivate his friendship, to solicit his approval and interest and to convince given surface, should always remember that New Era has decidedly exceptional covering capacity and should therefore make a strong point of the comparatively small quantity of same required, this being only one of the economies in using New Era. him that there is practical economy to him in using New Era Paint. This is a mighty Colonial Floor W&r, simple proposition, and anybody can prove it. It only takes 24 gallons of New Era Paint for the same job that requires 30 I gallons of white lead and oil paint, mixed ' by hand. Assuming that the painter can mix his uwn paint for the same cost per gallon as New Era (and he certainly cannot do it any cheaper) he would save his time in breaking up and mixing bis paint, and he would save the value of 6 gallons of paint on every thirty-gallon job, or one-fifth of We attach hereto one of our new labels his paint bill. The following cut shows for Colonial Floor Wax. This label is the difference between the covering capac i more in harmony with the high grade ity of New Era Paint, white, and S. P. lead quality of the article. A good article and oil paint. It talks for itself: , should be well labeled, and Colonial Floor Wax is essentially a good article. Nothing for this purpose is or can be better. With this handsome label, the excel lent quality of our wax and renewed interest on the part of our repre sentatives and distributers' re presentatives in 14 weighing up " the trade, the re sult will be that most all of the By the use of New Era the contracting painter saves money for himself, does a better job, and a far more permanent one, thus giving his customer better satisfac waxed floors in the country will be finished in good old "Colonial" style. Read the directions, they will post you on talking points. tion and " boosts '' his own reputation as a first-class painter. Economy of New Era. Ac me Wh it e Le a o a n d Co l o r Wo r k s . Detroit, Mich. Gentlemen --About one year ago your agent os lied on me and measured my hall and told me It would take about twenty gallons of paint to paint It, but he said if rt did not taka that amount 1 could return the bal ance. This spring I had it painted and it only took Oma h a. Ne b., June 5th, 1904. Ac me Wh it e Le ad a n d Co l o r Wo r k s , Detroit, Mkh. ^ Ccntlftncn.~Yours of late dale at hand, and In reply would say that the Master Painters' Oil Colors sent me are beyond compare--the best 1 have ever used of any kind. Should they be placed In this market wttf use no other. Would be very grateful for your color card case, and method of showing your paints for house work, as Mr McKenna spoke of. WH do all 1 can to make your paints popular with all I come In contact. Yours very truly. h. D. Bl a c k w o o d , Contracting Painter. Our General Distributers. Alabama Gray & Dudley Hardware Co., Birmingham Arkansas Whitlow-Wtlliams Drug Co . California H R. Tibbetts Paint Co.. Tenbrook & Co., H R Tibbetts Paint Co., Fayetteville Los Angeles. Sacramento San Diego Florida TheS B Hubbard Co., Tampa Hardware Co Jacksonville Tampa Georgia N L Wilier Drug Co., West Lumber Co , Augusta Atlanta Illinois Geo E Watson Co , Brady Bros. Hardware Co. Colburn, Birks & Cc.. Chicago Jacksonville Peoria Indiana The Evansville Palnt&Varnish Co., Ltd , Evansville Iowa Slckels, Presitm &. Nutting Co , Davenport W H Torbert. Dubuque J W Edgerly 81 Gj , Ottumwa Hornlck. Hess & More, Sioux City Kansas A. B. Whiting Paint & Glass Co .Topeka Kentucky Robinson Bros. & Cn , Louisiana David Bernhardt. Louisville New Orleans Maryland Carlin & Fulton, Massachusetts Baldwin, Robbins & Co . Baltimore Boston Minnesota Hackett, Walther. Gates Hdwe. Co., St. Paul Montana A. M Hotter Hdwe Co , Helene New York Buffalo Glass Co., Buffalo Sickels & Nutting Co , New York City Burhans & Black Co., Syracuse Jno L. Thompson, Sons & Co.. Troy North Carolina Bunvell & Dunn Co. Leak-Halladay Co.. Ohio Smith Bros Hdwe. Co.. Co-Operaiing Merchaets Co., Oklahoma Territory Alexander Drug Co., Charlotte Greensboro Columbus Toledo Oklahoma City Oregon F, E Beach & Co , TVirtlnd Pennsylvania Shoemaker & Busch, "l , -i lardware Co,, i : ! * Co , Phelps-Straw & Co , Philadelphia, Hanover Pittsburg Reading Wllkesbarre Rhode Island Union Hdwe. & Electric Supply Co. Providence South Carolina Murray Drug Co , Columbia Tennessee Fntts & Wiehl. Cruze-Slerlmg Co., Benedict, Warren & Davidson Co . Strother Drug Co.. Warren- Yarborough Paint & Glass Co , Chattanooga Knoxville Memphis Bristol Nashville Texas Houston Drug Co., Houston Texas Paint and Paper House, Fort Worth Gremer-Kelly Drug Co., Shenhan Utah G. F. Cuimer & Bro , Virginia Barker-Jennings Hdwe Co.. Washington A. S. Johnson & Co., Spokane Drug Co., Salt Lake Lynchburg Tacoma Spokane West Virginia The Kanawha Drug Co , Charleston the Williams & Davisson Co.. Clarksburg W. H, Chapman & Sons, Wheeling m 0007-SWP-000128387 Liquid Slating BLACK AMD DEEP GREEN A durable blackboard finish of excellent quality, offering an exceptionally fine surface. Gallon cans...... Half-gallon cans. Quart cans .. . Pint cans.... Half-pint cans.. LIST PRICES A Liberal Discount to the Tradc* ^0tarrv f3 oo per gallon a*> " " 3 60 " u 4 tO " ** 4 8o " " iGnaaiaiB `COLGRS.VARNlSHfSl *h2rW** TRAMC aupftico av 0007-SWP-000128388 I or Paints, Enamels and Stains roll aCMCRAL ui NEAL S CARRIAGE PAINTS, '* The Old Original" For re-painting vehicles, r any old thing--Indoors or outdoors--requiring a durable varnish-gloss finish. NEAL'S.CARRIAGE TOP DRESSING For leather and rubber tops, dash-boards and leather goods. ACME WAGON AND IMPLEMENT PAINTS For farm implements, wagons and trucks. NEAL'S ENAMELS For producing a real enamel finish upon furniture and woodwork. Artistic, sanitary and easy to keep clean. NEAL'S INTERIOR ENAMELS For interior woodwork, walls andcellings. A realenamel at a popular price. Durable, sanitary, artistic and easy to keep clean. NEAL'S BATH-TUB ENAMELS For zinc bath-tubs, footbaths, woodwork, walls and ceil ings of bath-rooms, laundries, and all surfaces exposed to hoi or cold water, steam or moisture, NEAL'S 'CYCLE ENAMELS For imparting a real enamel finish to bicycles, NEAL'S SCREEN* ENAMELS For door and window fly-screens and /rapes. Will not clog the meshes. NEAL'S ALUMINUM ENAMELS For radiators, steam pipes, ornamental Iron work and metal surfaces of all kinds. Unaffected by extreme heat,, cold or moisture. NEAL'S FLORENTINE ENAMELS For stove pipes, heating drums, grates, fenders, coal hods, ate. withstands extrema heat. Dense Brilliant Black and Russia Iron Color, GRANITE FLOOR PAINTS For interior floors, steps and surfaces to be walked upon Quick-drying and durable. ACME HOUSEHOLD PAINTS For painting benches, shelves, chairs, flower pots end Innumerable ankles aboutevery home that become marred and shabby. 0007-SWP-000128389 NEW ERA PRIMER A heavy-bodied Primer, the use of which insures a proper foundation for the follow ing coats of New Era Paint, or any first quality paint. It should be reduced gallon for gallon with pure Linseed Oil : : : It possesses greater body and elasticity than ordinary ochre primers, and imparts a surface over which subsequent coats of paint give a much handsomer and more durable finish. : : : : : : 0007-SWP-000128390 t OP Practical Painters' Use I he fu]l<wir*j; are reconmicn<k'l ruui 'Ik rt*<};ir'mcii'h nj practical painters de-ming guilds that may be ! ,jvn *m scouc `i-factory t s u It -n : Master Painters* Stock White Master Painters* Devil's Red, h Master Painters' Trimming Green, in 'itj.Mil lo*in Master Painters' Color in Oil, strictly Pure Acme Superfine Coach and Car Colors .Michigan Seal White Lead, Ji *i Davies' Paste Wood Filler Davies* Liquid Wood Filler French Crown Tinting Ochre, i* Neal's Enamels, J R-: woin* New Era Varnishes V \KVM'l h--tr> Moot' unii],u S. MfRnmh~l.fi, l.*t r icr Wm^o u y\! i KOI 11 h -- hot i Utr.or Wor.\.ork N*1 RITU V1. \ L FINISH- t.r lW ,, t - h'u* hi n-'i Wii:wKit K iMuirt;, 0007-SWP-000128391 AS White City News 0 Devoied to Matters of Interest to Our Representatives. PUBLISHED BY PAINTS,ENAMELS < -> COLORS,VARNISHES 0 VOL. II. DCTItOIT, MICH JUNE 18, 1904. NO. 4 F FI DOUQALL. Ba l e s Ma h ao c h The information contained in this Paper is of a confidential nature. Please destroy after reading and do not leave tying around. f, v Porch Furniture Contest | Y Standing of Acme Salesmen's Contest. A <u April J to June 15, Inclusive. A Y I. D. WILSON 1st | | J. J. MAHONEY 2nd Y C. F. PULFER 3rd % E. G. PEARCE 4th Y S. W. NEWELL 5th | W. J. CARLYLE 6th Y H. F. WHITAKER 7th v WATSON WESLEY 8th Y G. S. RICHARDSON 8th $ G.C. BURNHAM Jr. pth C. MEHL1G roth E. R. HOAG 11th A. W. MARTIN nth S. A. HUNTER nth P. H. BE f HGE nth W. J. SELVAGE 12th M. L MCKENNA 13th WM. GALLiE (4th $ A This contest wilt net rinse utihJ the gross amount sold reaches 5,000.00* V: COME ON, BOYS ! 1 Car Load Orders This Week District Sales Manager Alf. R. Kelly and A. W. Martin have just sent in a car load order from A. S. Johnson & Co., our distributers at Tacoma, Wash. Alf. has also sent in an order this week for two cars from The Spokane Drug Co., our distributers at Spokane, Wash. Our distributers at Portland,Ore,, F. E. Beach & Co., are finding their business growing so rapidly that they have found it necessary to order three car-loads of "Acme Quality" goods. Alf. R. Kelly sent in this order. Alf. seems to be determined to clean up a car order from every one of his distribu ters before coming in to the district sales managers' convention. He and Clarence Jones have just sent in an order for a large car for shipment to The A. Nl. Hal ter Hardware Co., our distributers at Helena, Mont. We are just in receipt of a car-load order by mail from our distributers, The H. R. Tibbetts Paint Co., at Los Angeles, Cal. Come on, boys 1 > l2PKOTfR. A Good Practical Painter's Report. After giving youi French Crown Tinting- Ochre a thorough test. J am pleased to stale that i finJ it superior to any tlnUng ochre I ever used during my entire experience. I also had occasion to test your Master Painters'Chrome Yellow. Medium. I found same an excellent piece of goods, pet ng most desirable and economical fur tinting purposes. It is my inten tion 10 use your timing colors whenever 1 require goods m ib:s line. Jo h n Sa n d ek s . ^SALBHW*5- Moral: Use Acme Porch Furniture Enamel. It dries quick and hard. Neal's Screen Enamel. Our line does not comprise anything for which a more active demand exists at this season of the year than Neal's Screen Enamels. These enamels are particularly designed for finishing window and door screens, wire cloth, etc., also for finishing sash and frame or wood parts. These enamels cover well and give an excellent finish with the application of a single coat. Neal's Screen Enamels, while having good body, have no tendency whatever to clog the meshes of the wire, which would result in an unsightly ap pearance and prevent a free circulation of air. Our product in this line has the faculty of beautifying any surface on which the goods are used, and of protect ing it from the ravages of the elements and decay. The finish imparted is durable. These enamels are furnished under a neat, attractive label. We provide our jobbing friends with mailing slips fully describing the goods, and same bear their imprint. Ample advertising matter is fur nished, including attractive hangers for display purposes. No dealer should be without a stock of Neal's Screen Enamels. Neal's Screen Enamels sell so readily and please so universally that as a natural consequence a demand for other "Acme Quality " lines is created. We hope to make many new friends in the trade before the close of the season on this most excellent line, which is constantly growing in popularity. 0007-SWP WHITE CITY NEWS New Era Paint Talks New Era Primer. As sample card, attached to this issue, Acme Liquid Slating. tA Continued Senes ) indicates this is a very heavy bodied Na 2 primer, the use of which produces the Things to Think of When You Buy Pain* Yourself, proper foundation for the following coats of New Era Paint orany first quality paint. Pigments in our New Era Primer are essentially the very best for the purpose, via., pure white lead and imported French ochre. The white lead is a pure carbonate, made by the old Dutch process. The French ochre is an exceptionally high-grade Slating is a line of goods used very ex article, same as we use in our French tensively, particularly during the months Crown Tinting Ochre. It is most posi of July and August when school is not in First. Th e Re a l c o s t o f p a in t . Tins does not depend nearly so much upon theprtte per gallon as upon the quantity required, and length of lime it will wear. tively th e best article for filling the pores of the wood that has ever been placed on the market, and it Is a distinct innovation with us. Most of the grades on the market are composed of large quantities of adulterations and inert matter, which renders them practically useless for piimmg purposes. The vehicle in New Era Primer is pure session. Our AcmeLiquid Slating imparts a very superior finish. We offer it m black and deep green. It is exceedingly fine in texture, and Is made only from the best materials the market affords. The result of using our -lating isa smooth sur face free from grit or gloss, very requisite features. A surface finished with Acme Liquid Slating has a perfect affinity for chalk. We think it would be an excellent Second. HOW MUCH WILL BE RE linseed oil and a small quantity of binder. plan to interview the superintendents of QUIRED? This depends upon " covering The economy of using New Era Primer, the various schools at points you visit, capacity." New Era will cover solidly as in view of the fact that it will stand reduc and place the merits of our line before many square feet of surface to the gallon ing gallon for gallon with linseed oil, is at them with a view of getting them to speci as it is possible for properly made paint to do. Much more than white lead and oil. inixed-by-hand, or cheap (?) brands of paint--at least 25 per cent. more. This once apparent. It possesses far greater body and elasticity than ordinary ochre primers, and imparts a surface over which fy same. We are perfectly willing to furnish them with sample for the purpose of making practical tests if desired. Fol lowing out the plan suggested will, we are means only four gallons of New Era needed subsequent coats of paint give a much 1 satisfied, gain us many new friends and to every five required of the mixed-by- handsomer and more durable finish. The result in materially increasing our already liand, or cheap (?) kind. field for a first quality piece of goods of this extens.ve business In this line of goods. character should, we are satisfied, prove to Third. HOW LONG WILL IT WEAR. be a most productive one. When endeav Neal's Bath-Tub Enamel This depends upon climatic conditions. : oring to open up new agencies, if not New Era will wear five years--sometimes successful upon the first occasion of your longer, very seldom less. It is safe to say visit, see if you cannot secure an opening 50 per cent, longer than white lead paint, order for New Era Primer. Try and get mixed-by-hand, or cheap (?) brands. prospective and New Era agents started This article is prepared with a view to resist the effects of steam, moisture and extremely hot water. No ordinary finish will do this, not even for the wails and woodwork. The entire room should be Fourth. THE COST OF PAINTING. It on this primer even though they may be enameled. Size the walls with thin glue, costs much more to apply paint than for handling another manufacturer's brand of as for papering, then finish with enamel, the paint itself, to be conservative we will house paint. This will serve as a wedge it is practically imperishable and can be say 50 per cent. more. It costs as muck to apply poor paint as good paint. and mean a commencement at least, and I cleaned like a piece of china. we are quite confident that dealers who For finishing the inside of refrigerators Fifth. THE COST PER Ye a r . This begin with us in this manner will be so and sinks, nothing can compare with the is what tells the story. To determine it, well pleased with our primer that by the enamel made for the purpose. A refriger divide the cost of the paint and applying time you make your second visit, and in ator, especially the tee chamber, very the same by the length of time that will many instances probably before, they will quickly becomes foul, especially when at elapse before it is necessary to paint again. have made up their minds that they require all old; the metal becomes rough, every We will assume for instance that it costs New Era Paint equally as much as thing adheres to it and it becomes slimy. as much to buy New Era Paint for a they need New Era Primer. We consid Wash, scald and dry it thoroughly, then building as for white lead paint or a cheap er this suggestion worthy of consideration enamel everywhere, racks and all,- With inferior brand (the cost is more per gallon, but it requires fewer gallons.) Paint and painting cost say $60. The lead paint and cheap mixed kind would wear not to exceed three years, or a cost of $20 per year. New Era paint would wear at least on your part, as we feel positive that the ultimate result we are looking for will fol low in due course. Take advantage of every possible opportunity to put In a sample order of New Era Primer,and thus help build businesson New Era Paint, and enamel, it will form a hard, smooth, beautifully white surface which can be wiped off with a damp cloth every day, and your refrigerator or ice box will be as sweet and clean as a china bowl. Same with a sink; no rusting.no greasy sur faces and always such a sense of satisfac four and one-half years, ora cost, per year by its use under New Era Paint insure far tion and perfect cleanliness is conveyed of $13-53. A saving of 33 'A per cent. more reliable and satisfactory results. by its white surface. 4 % 4* 4 0007-SWP-00012839v Ml? A M WO 01) WAI?I) 4H City Devoted to Matters of Interest to Our Representatives. VOL. II. JUNE 25, 1904. No. 5 F R. DOUQALt., S*LC HUMAAfft The information contained in this paper is of a confidential nature. Please destroy after reading and do not leave lying around. I Porch Furniture Contest % H) Standing of Acme Salesmen's Contest. * W V April 1 to June 22, Inclusive* l V V t. D. WILSON 1ISt tV hVW V V kVu W VvW'Vu W & V w W wW J. J MAHONEY 2nd C. F. PULFER 3rd E. G. PEARCE 4th S. W. NEWELL 5th W. J. CARLYLE 6th H. F. WHITAKER 7th C. MEHLIG 7th WATSON WESLEY' 8th G. S. RICHARDSON 8th H. L WILSON 8th G C. BURNHAM .lr. pth A ffaareng. ffAaa fa &fffffaaaaa fa W E. R. HOAG loth fa w w w A. W. MARTIN S. A. HUNTER roth nth fa ffaa ww w P. H. BETHGE mh W. J. SELVAGE nth fa ffaa ww M. L. MCKENNA I2th WM. GALL1E i ;th fffaaa w COME ON. BOYS M fa Car-Load Orders This Week* incidentally caught dust and retained it With Neal's Interior Enamels, a perfect ly smooth surface of fine, even color and texture is produced, that will not mar readily and is easily kept clean. It is an entirely sanitary way of finish ing walls, ceilings and interior woodwork, and is easily applied over painted, var nished or new surfaces. | Coming in great variety of color and tint, it is delightful for working out color schemes in endless variety. It is put up in larger packages, also gallons, half-gallons and quarts, as well as pints, half-pints and quarter-pints, and specific directions for it's application are found on every package. J. J MAHONEY Mr. J. J. Mahoney and District Sales Manager S. H. Hart landed Messrs. The cost is about the same as for ordi nary paint, and the effect is incomparably better and handsomer. Romarys, Goeglein Co., Fort Wayne, lnd., for a car-load of New Era Paint, New Era Varnishes and a full assortment of our specialties, etc. Thisfirm has been our retail agents at this pointfor years and their business has grown on New Era Paint to such a large proportion that Lin c o l n , Neb . June 10, ,9o*. Ac me Wh it e Le a d a n d Co l o b Wo r k s , Detroit. Mich. Gentlemen --Your Master Painters' Oil Colors are the best I have ever uset!. They are stronger, better, cover and color more lead than 1 even could imagine. Respectfully yours, they now find It convenient and, in fact, J W Mit c h e l l . necessary to buy in car lots. Mr. J. H. Kavanagh has just sent in a nice car-load order for New Era Paint and "Acme Quality " lines from our distribu ters, The Burhans & Black Co., at Syra cuse, N. Y., in Mr. W. .1. Carlyle's district. Ba t t l e Ch e e k . Mic h . June so, ny,*. Ac me Wh it e Le ad a n d Co l o r Wo r k s , Detroit, Mich. Dear Sirs --You have written in regard to the sample of Tinting Ochre sent me I tried it and think it is very fine quality, finely ground and of good strength and shade. What is the price of ti> Yours, H. C WlNEBRENNER. Mc Cl u r e, Oh io , June 7,1904 Ac me Wh it e Le ad a n d Co l o r Wo r k s Dear Sirs --l have received nay sample of New bra Paint of Mr. Lowery, and would say your paint is all right. I am painting at present with your paint on the second house. It Is the best I have ever used. Will use your paint right along, and l have more painting than I can do this summer 1 remain. Yours truly, J N. De t r a y . Neal's Interior Enamels, This article is prepared with a view to covering large surfaces inexpensively, as walls and woodwork. Formerly, to have a painted wall that could be washed.it was necessary to paint it with several coats of paint, waiting a long time for each to dry hard, and in order to get a good, even effect of color, the final coat would be stippled ; this concealed imperfections and Ca l if o n , N.J .June 17, 1904. Ac me Wh it e Le a d a n d Co l o r Wo r k s , Detroit, Mich. Gentlemen --Your colors are very good. They cover extra, good. We palmed a rragon yellow and It was fine, hut to test it, we have to wait to see how long It holds its color. Your Red was fine, hut the Green was too gay a color--nobody wanted It, but it 13 good, il covers so well. Yours truly, Ja s St e v e n s o n . 0007-SWP-000128394 F. R Do v o a u ., General Sales Manager ALF R KELLY. District Sales Mgr. Dis. A Da n Da v ie s , District Sites Mgr. DIs. B. A D Ho a g g , District Sales Mgr. Dis. C Wm L Da v ie s , President. Th o mas Ne a l Sec'y and Geiiei<il Manager. Our District Sales Managers' Convention. Held in Detroit from Jane 20th to 30th, 1904. U R convention of District Sales Managers has been "on " all week, and has been most successful in every way. The num ber and character of the subjects discussed, as well as the care ful thought and minute attention to detail by our District Sales Managers, on their respective districts, made evident by their addresses and informal talks, testifies to the immense good derived by us all from a meeting of this kind. Each District Manager has come to this convention "primed to the guards " and we have adopted many resolutions pertaining to the future handling of detail which cannot fail to be beneficial. This is a convention where every minute is devoted to business, and many matters have been broughtto our attention by our District Manag ers which will have careful thought, and many will be acted upon im mediately. ' This afternoon the officers of the Company and our District Sales Managers will take the four o'clock car for the flats, and will forget alt about business until their returnon Mondaynoon. Theyaregomgtoshow Dan how to catch big black bass (and other fish) at Hank Avery's well appointed " hotel " on the north channel where the famous Ti-Ki Club, No. i, repaired some years ago. Many of nur representatives will "remem ber the trip." Hank Avery says he wants to get even, if he can. In any event we will have a good time, and on Mondaynoon will be back in Detroit, when we willagainbe busy on matters of interest to our District Sales Managers, our representatives, our customers and ourselves. In next week's issue of WHITE CITY NEWS we will tell you more about this convention. A M Wo o d w ar d . Mgr Promotion an4Pbtrc!ty. w J Ca b c v l e District Sales Mgr Dis. G C F El l io t t . District Sales Mgr. Dis. H. S H. Ha r t , District Sales Mgr. Dis D H L WlLSOPl. District Sales Mgr Db. J. 0007-SWP-000128395 Datm Memofrom--F. J. SCHULTE ' i To------ ---------------------------------------------------------- ----------------------- 0007-SWP-000128396 MU A M WOODWAUI) 4*? White City News Devoted to Matters of Interest to Our Representatives. PUSLISHCD BY IJJIHmiMSUfcEil VOL. II DETROIT, MICH JULY 2, 1904. NO. 6 of F R OOUQALL, Da l e s Ma n a g e * The information contained in this paper is of a confidential nature. Please destroy after reading and do not leave lying around. I Porch Furniture Contest f v __ A w Standing of Acme Salesmen's Contest, y April J to June 29, Inclusive. v I. D. WILSON 1st T J. J. MAHONEY 2nd w C. F. PULFER 3rd S E. G. PEARCE 4th Sr S. W. NEWELL 5th | W. J. CARLYLE 6th I H. F. WHITAKER 7th | C. M.EHLIG 8th I WATSON WESLEY 8th | G. S. RICHARDSON 9th v H. L. WILSON 9th G. C. BURNHAM Jr. loth V E. R. HOAG nth X A. W. MARTIN nth W. J. SELVAGE nth S. A. HUNTER nth V P. H. BETHGE nth M. L. MCKENNA 13th J> WM. GALLIE 14th A A COME ON, BOVS 11 We should have an unusually good de mand for Acme Liquid Slating during the coming two months. "Take hold and lift" Now is the time to sell Neal's Screen Enamels. Push them hard. New Era Paint Talks the best paint either for wearing or cover ing. Comparative tests with New Era (.A Continued Series ) Paint have proven it beyond question. NO 3 White lead alone used as a base results in a paint that in a comparatively short time will " chalk off." Rub your hand over the surface of a house painted in this way. The powder upon your hand is the lead which has become "loosened," no longer forming a protective coating, but will wash off in every rain storm. New Era Paint will cover about 25 per cent, more surface to the gallon than white lead paint. Fourth. PROGRESSIVE PAINTERS Ha v e Co n v in c e d Th e ms e l v e s that the proper admixture of oxide of zinc with lead makes a much more serviceable and economical paint than when lead alone is used, and also that paint, mixed in exact proportions and finely ground hy means of special powerful machinery, is far preferable and less expensive to them and to consumers, than when imperfectly mixed and tinted by hand in uncertain proportions. Fifth. A GOOD PAINTER AND GOOD PAINT make the best combination that can be secured to produce a good job of painting--one that will be satisfactory in years of service, appearance and cost. Things to Think of Vhen You Contract for Paint and Painting. New Era Varnishes. First. INSIST ON GOOD PAINT to in sure the greatest durability and so as to avoid the necessity of incurring the ex pense of painting again long before it should be necessary. Second. WHY NEW ERA PAINT SHOULD BE USED. It is made from the best paint materials only. There is a tag on every gallon can that tells just what it is made of. There is nothing to conceal or be ashamed of. We rather publish the truth--and all of it It insures the maxi mum in durability and the minimum in It cannot be too firmly impressed on the quantity required. minds of the trade that we are leaders in Third. Wh it e Le a d a n d Oil Pa in t . the varnish as well as in the paint line, Pure lead and linseed oil does NOT make 1 This fact is rapidly becoming recognized, 0007-SWP-000128397 WHITE CITY NEWS as is evinced by our finding it absolutely necessary to materially increase our facili ties a short time ago. We have plenty of room to further enlarge our present ex tensive, commodious plant, and hope that the time is not very far distant when increase in volume of business will justify steps being taken in this direction. Our business in New Era Paint and Rapid-Seller Specialties is growing at a rate which is a source of gratification to us. This should apply with equal force to New Era Varnish, and it will if you will all put your shoulders to the wheel. - You cannot laud the praises of New Era Varnish too highly. You get the business and we will back you up with goods that cannot help but make and ' retain friends. You are well acquainted with the fact that New Era Paint has made hosts of friends among the painters' fraternity. Every single one of these painters should, and we are quite sure can be convinced that our varnish is on a par as regards quality with our New Era Paint. A host of practical painters are now using our varnishes exclusively. Talk New Era Varnish to every painter you meet. Get them to call on our agents for these goods. We are sure that in a great many instances they will be perfectly willing to do so. Present them with a varnish catalog, so that they may know what a complete line we offer. Keep after them on the proposition vigorously. Express a willingness to submit samples if desired. Talk New Era Varnish just as hard as you do New Era Paint and results must follow. Make us hustle to take cate of business you secure in this line. Come on, boys. New Faces at the White City this Week. Some of our most enthusias tic and success ful representa tives have never seen the White C ity, or learned, at first hand, how extensive and complete is our equipment and facilities. For this reason we asked them to come to De troit for the last A W MAH l IN Tr*ntty A a week of the Dis trict Sales Man C I- Va k u b k Territory B ; agers' Convention, and the gentlemen whose faces are shown here have been spending a few days going over our plant, studying our advantages and learning many useful lessons about our products and business methods, that will enable them to conduct the campaign of their lives this fall. We could write long articles about the past, present and fu ture of each of these gentlemen, but we will re frain,andsimply state that they are more than ordinarily suc cessful sales men, and are conducting the work in their respective terri tories in a roan- ner that is r c r.-tAvsEH Territory H 35 highly gratify ing to us. J H KAVAXNACrH Temtoiy G 31 Our General Distributers. Alabama Gray St Dudley Hardware Co., Arkansas Whitlow-Williams Drug Co , California H R. Tibbetts Pd.nu Co., Tenbrook & Co , H R. Tibbetts Paint Co , Birmingham Fayetteville Los Angelo Sacramento San Diego Florida The S B Huhba'dCo., Tampa Hardware Co Jacksonville Tampa Georgia N L. Willet Drug Co , West Lumber Co , Augusta Atlanta Illinois Geo. E Watson Co . Brady Bros. Hardware Co Colburn, Birks & Co.. Chicago Jacksonville Peon a Indiana The Evansville Paint & Varnish Co . Ltd . bvansville Iowa Sickels. Preston & Nutbng Co , Davenport W H. Torbert. Dubuque J W. Eagerly & Co , Ottumwa Hormck, ness & More, Sioux City Kansas A. B. Whiting Paint&GlassCo.. Topeka Kentucky Robinson Bros. & Co., Louisville Louisiana David Bernhardt, New Orleans Maryland Carlin & Fulton, Baltimore Minnesota Hackett. Walther, Gates Hdwe Co . St. Paul Montana A M Holler Hdwe Co , Helena New England Baldwin, Robbins & Co., Boston New York Buffalo Glass Co., Buffalo Sickels & Nutting Co., New York City Burlians & Black Co , Syracuse Jno L Thompson, Sons & Co , Troy North Carolina Burwall & Dunn Co. Leak-rialiaday Co.. Charlotte Greensboro Ohio Smith Bros Hdwe Co., Columbus Co-Operaung Merchants Co, Toledo Oklahoma Territory Alexander Drug Co., Oregon F. E Beach & Co , Oklahoma City Portland Pennsylvania Shoemaker fit Busch, J C TangerCo., Logan-Gregg Hardware Co Bard Hardware Co., - Phelps-Straw & Co . Philadelphia. Hanover Pittsburg Reading Wilkesbarre Rhode Island Union Hdwe. & Electric Supply Co., Providence South Carolina Murray Drug Co., Columbia Tennessee Fruts Sl Wiehl Cruze-Sterhng Co . Benedict, Warren & Davidson Co , F*D 'V ' ,r Paint & Chattanooga Knoxville Memphis Bristol Nashville Texas Houston Drug Co., Houston Texas Paint and Paper House. Fort Worth Greiner-Kelly Drug Co.. Sherman Utah G F. Culmer & Bio , Virginia Barker Jennings Hdwe Co., Washington A. S. Johnson & Co , Spokane Drug Co., West Virginia The Kanawha Drug Co , The Williams & Davisson Co , W. H. Chapman & Sons, Salt Lake Lynchburg Tacoma Spokane Charleston Clarksburg Wheeling 0007-SWP-000128398 4S White City News Devoted to Matters of Interest to Our Representatives. PUBLISHED BY EPAINTS.ENAMELS VOL. II. DETROIT, MICH JULY 9, 1904. NO. 7 easy. Just a little elbow grease, a pleas ant smile and a short remark, such as "Well, why don't you stirit thoroughly." All these complaints can be.traced to the same cause--not properly stirred. These A ft OOUGALL, s a l es Ma n a g e r stains are transparent when applied, therefore,' there is not much pigment in The information contained m this paper is of a confidential nature. each can, but there is same, and it settles to the bottom and the varnish and thinner Please destroy after reading and do not leave lying around. of course rises to the top. The Oak, Cherry, Mahogany, and, in fact all the shades, look just about alike when the cans are opened, because the thinners are on top and they are the same color in each 1 tty Porch Furn_i_ture Contest Sfa MR I. D wll.SON shade. But the pigment or stain is there Standing of Acme Salesmen's Contest, g W W V April J to July 6, Inclusive. 1. D. WILSON J. J. MAHONEY 1st and ffffaaaa We are just in receipt of advices from Troy, N. Y., to the effect that the stork paid a visit to the home of Mr. 1. D Wilson, our genial representative for New j'ust the same and needs very careful stir" ring, because there is not much of it. You can get a large variety of shades from three or four cans of say Cherry, which faC. F. PULFER 3rd rn York state, the morning of July 5th. A were put up at the same time and out of fa(CM E. G. PEARCE 4th 4k 9 pound baby girl was the result of the thesamebatch,depending upon theamount w S. W. NEWEI.L 5th VWw C. MEHL1G 6th V W. J. CARLYLE 6lh V H. F. WHITAKER 7 th ty WATSON WESLEY Sth W. J. SELVAGE oth fafa I visit. Tlie inhabitants of the White City of stirring you have done. We just had a all send congratulations and best wishes. complamton Cherry. Six cans wereopened ffaa by customer and none were true to color, fafa fa THEY INTEREST YOU. j Said he got four different colors out of six cans. Dateontcpof cansshowed when G. S. RICHARDSON nth H. L. WILSON 9th w G.C. BURNHAM Jr. 10th E. R. HOAG nth w A. W. MARTIN nth S. A. HUNTER 12th P. H. BETHGE I2ih M. 1. MCKENNA Tjth WM. GALLIE 14th fafa A A Complaints on Davies' Varnish Stains and they were put up. We opened six cans out of the same stock. The first can we fa Davies' Vamo-Floor-Stains. did not stir at all and got a finish like fafa fa fa We think you will be interested in not ing the results of our investigations of Light Hard Oil. The second can was stirred slightly and we got a darker finish, fa fa several recent complaints on above lines and so on until the last was stirred thor fa fa because you will then know how easy it oughly and the finish produced was right. w fa is to adjust such complaints on the spot. We then thoroughly stirred all the cans w COME ON, BOYS 1! j Customers frequently complain that the that were complained of and returned and shades are not true to color card, or that the results In each case were identically President Wm. L. Davies has betaken himself away to his favorite summer resort, "The Hermitage," in Grimsby, Ont., where he expects to enjoy the sum mer months. Mr. Davies is in the habit of mixing business with pleasure and gen the contents of a can marked Light Oak or Cherry looks like Mahogany, or that Mahogany looks like Light Oak, and will state that they opened three or four cans and found them all just as bad. How glad we would be if our representatives, or our distributers' representatives, would thesame and proved conclusively that our customer had not stirred the goods except very little. We wish you would educate customers on this point and remember it yourself, as the information will come in useful very often. By this you will see erally comes back from his summer vaca jump at this kind of a kick and eat it up how easy it is for us to get the question tion with ideas that mean new business. by a little demonstration. And it is so able end of the stick. 0007-SWP-000128395 WHITE CITY NEWS New Era Paint Talks (*f Co turn'd Senej ) No 4. *' Full Measure " Things to Think of by the Painter and Consumer Vhen Deciding Between the Use of New Era, Paint or White Lead Paint. THE COMPARATIVE COST of white lead paint and New Era paint can easily be figured by any painter or consumer. The following example represents a mix ture intended for first-coat work: too lbs. S P white lead in oil costs $ 5 gallons linseed oil costs .. . 2 hours I.nfcoi m mixing ... .. ... Toul cost $ Based on claim made by white lead manufacturers that it requires five pounds of strictly pure white lead in oil, reduced to proper painting consistency, to cover roo square ieet two coats, the above mixture would cover 2000 square feet two coats. Divide the total cost by 20 and the result is the cost for 100 square feet. Now figure the cost of New Era Paint reduced for first-coat work: i gallon New Era Paint costs. ^-gallon linseed oil costs. . . No cost for mixing and tinting needs to be thoroughly stirred. $ Simp!} This makes 1% gallons of paint. To get cost of one gallon, divide by tjf. A gallon of New Era covers at least 300 square feet, two coats. Divide the cost of 1 gallon by 3 and the result will be cost for covering loo square feet, two coats. Compare this with the cost of white lead paint for the same amount of surface and note saving in favor of New Era. In a 100 pound keg of white lead in oil you only get from 95 to 97 pounds of lead Our General Distributers. --the rest is keg. The proportion of keg in the smaller packages is even greater. New Era paint is put up In gallon pack ages containing a full U. S. standard gallon of paint--231 cubic inches of pure paint. Alabama Gray fit Dudley Hardware Co Arkansas Whitlow-Williams Drug Cn , California H R Tibbetts Paint Co., Tenbrook St Co . H. R Tibbetts Paint Co., Birmingham Fayetteville: Los Angeles Sacramento San Diego The following is sent us by M. M. Florida The S B Hubbard Co , Cross, an enterprising salesman for Bene Tampa Hardware Co Jacksonville Tampa dict, Warren & Davidson Co., of Mem phis, Tenn. Mr. Cross makes good use of this in securing New Era customers . Pic k e n s , Mis s .. June ist, 1904. To Whom it May Concern --This is to certify that 1 have handled "New Era" Fame and other goods made by Acme White Lead and Color Works for more than a yenr. and I cake occasion to say tluit no ottieT line of my business pays a larger percentage of profit on amount invested from time to lime Notwithstanding there are paints handled here "cheaper in price, but just as good" they say, 1 Georgia N L Willet Drug Co , West Lumber Co , Augusta Atlanta Illinois Geo H Watson Co , Brady Bros Hardware Co Colburn, Birks fit Cc , Chicago JacKsonville Peoria Indiana The Evansville Paint & Varnish Co , Ltd , Evansville Iowa Sickels, Preston & Nutting Co., Davenport W H Torbert, Dubuque J W Edgerly & Co., Ottumwa Hormck. Hess fit More. Sioux City believe It could be safely stated and truthfully, too, that 1 have sold twice as much paint as ail other paint dealers combined since 1 began selling "New Era" goods. Yours truly, (Signed) H W Ja c k s o n , Dealer in Hardware and Paints Kanaae A B Whiting Paint & Glass Co Kentucky Robinson Bros. & Co . Louisiana David Bernhardt, Maryland Carlin & Fukon, Topeka Louisville New Oi leans Baltimore Minnesota Hackett. Walther. Gates Hdwe Co . St P h i I Montana A M Holter Hdwe Co , New Eogland Baldwin, Robbins & Co , Boston T W OONITOrt, Sauta KUNAGtw New York We have recently dosed contracts for year's requirements of materials of our manufacture with the following represen tative concerns Buffalo Glass Co , Buffalo Sickels fit Nutimg Co . New York Ciiy Burhans & Black Co , Syracuse .Ino I. Thompson. Sons St Co , Troy North Carolina Burwell 8i Dunn Co Leak-Halladay Co , Charlotte Greensboro Bloomsburg Lumber and Manulacrurlne Company. Otuu Bloomsburg, Pa Manufacturers of toy bedsteads Large users of enamels Foster Bros Manufacturing Company, Baltimore, Md Manufacturers of metal bedsteads Specialty Manufacturing Company, Titusville, Pa Manufacturers of lawn swings. Taylor Wagon Works, Lynchburg, Va Manufac turers of farm wagons. Rurnsey & Company, Ltd., Seneca Falls, N Y. Manufacturers of iron pumps The Standard Harrow Company. L'nca. N, Y. Manufacturers of farm implements The Mllburn Wagon Company, Toledo, Ohio. Smith Bros Hdwe. Co.. Columbus Co-Operating Mercliaats Co , Toledo Oklahoma Territory Alexander Drug Co . Oklahoma City * Oregon F. E Beach fit Co , Pennsylvania Shoemaker St Busch, J C Tanger Co , Logan-Gregg Hardware Co. Bard Hardware Co . Phelps-Straw & Co , Philadelphia, Hanover Pittsburg Reading Wilkesbarre Rhode Island Union Hdwe. & Electric Supply Co . * Providence Manufacturers of farm wagons South Carolina The Ohio Manufacturing Company, Upper San Murray Drug Co. Columbia dusky, Ohio. Manufacturers of farm implements Tennessee The Gale Manufacturing Company, Albion, Mich. : j Manufacturers of farm implements,. I Fnits fit Wiehl Cruae-Stertmg Co , Benedict, Warren St Davidson F. E. Myers fit Brother, Ashland. Ohio Manufac ! Cu . turers of iron pumps 1 J The Farmers' Handy Wagon Company, Saginaw, ! Strother Drug Co . Warren-YarfcKirougb Paint & Glass Co , Chattanooga Knoxville Memphis Bristol Mich Manufacturers of farm wagons and Imple j Texas ments : Houston Drug Co., Most of the above have their paint j j Texas Paint and Paper House, Gremer-Keiiy Drug Co. department equipped with our system of Utah Houston Fort Worth Sherman dipping appliances. | G. F. Culmer St Bro., Notwithstanding the so-called dull sea j Virginia j Barker-Jennlngs Hdwe Co.. son at this time of year the Manufacturing ; Washington Salt Lake Lynchburg Trade Department is still shipping car j 1 A. S Johnson fit Co , Spokane Drug Co., loads, an eighty-barrel shipment of paint Weet Virginia Tacoma Spokane reducer having gone forward to the Weber Wagon Company, Chicago, last week. The Kanawha Drug Co , Charleston The Williams fit Davisson Co.. Clarksburg W. H. Chapman fit Sons, Wheeling 0007-SWP-00012840C MR A M WOODWARD White City News Devoted to Matters of Interest to Our Representatives. PUBLISHED BY VOL. II. DETROIT. MICH JULY 16, 1904. NO. 8 F R OOUGALL. Sa k s Ma n a g er The information contained in this paper is of a confidential nature. Please destroy after reading and do not leave lying around. $ Porch Furniture Contest t w& Standing of Acme Salesmen's Contest, jJ St April \ to July 6, Inclusive. St St savtt St I. D. WILSON M/i 1st V j. j . ma h o n e y 2nd SI St C. F. PULFER 3rd St w E. G. PEARCE 4th St St S. W. NEWELL 5 th St St C. MEHLIG 6th W. J. CARLYLE 6th f H. F. WHITAKER 7th St SI WATSON WESLEY 8th SI st W. J. SELVAGE uth St St G. S. RICHARDSON gth St H. L. WILSON 9th St St G C. BURNHAM Jr. 10th St E. R. HOAG St nth st A. W. MARTIN nth 'V St S. A. HUNTER 12th St st P. H. BF.THGE 12th st St M. L. MCKENNA 13th st St WM. GALL1E 14th St SI y COME ON, BOYS ! 1 X, A & A fa fa & A New Era Paint Talks (A Continued Senes) - fro 5 ' greater opacity than other white pigments. However, to secure the most durable, economical and satisfactory results from its use, it Is Important that it be com bined with zinc white in proper and exact proportions. While white lead has the advantage of great opacity, it possesses two disadvantages in that it requires more of it to cover a given surface than it does of zinc oxide, and also its lack of durability under exposure. These faults are corrected when combined with zinc white, and a result of a proper com bination of the two, as presented in our New Era Paint, is an ideal and perfect paint as regards durability, covering capacity and superior finish. ` No Fish Story. One of our representatives tells the fol Things to Think Of by the Practical Painter. lowing: He was discussing the merits of New Era Paint with a painter the other day. This painter had spread thousands The best practical painters agree that of gallons of New Era Paint and was an pure lead and oxide of zinc, combined in enthusiastic Acme Quality man. The proper proportions, and thoroughly and painter, in the course of the conversation, finely ground in and reduced with pure said: "Why, there are only two brands linseed oil and sufficient turpentine and of mixed paint on the market, anyway." turpentine dryer, make a paint that will This statement rather took our represen cover better, go farther, produce a better ! tative's breath away and he said: finish and wear much longer than if lead "Why! What do you mean?" The alone is used as a base. Such a paint we j; painter replied: "New Era Paint and all are offering in our New Era. the others." Our New Era Paint differs from other ready-mixed paints in the market for the reason that it is not a " patent " or chem ical combination, soap m'xture, or emulsion paint, but is a pure lead paint, containing enough zinr oxide lo prevent the leadfrom Car-Load Orders This 'Week. We are in receipt of another car-load order from our distributers,H. R. Tibbetts Paint Co., Los Angeles, Cal., whose car chalking, with the necessary colors orders are received regularly and fre required to produce cne various tints and quently. shades, thoroughly ground in and thinned We received an order this week for a to the proper consistency with pure refined car-load of Acme Quality products sent in linseed oil, turpentine and turpentine by our Mr. S. A. Hunter and shipped to dryer--just such material as any first-, our distributers at St. Paul, Minn., The class practical painter would use and Hackett-Walther-Gates Hardware Co. endorse Pure lead is the most desirable This concern is enjoying a splendid paint base p.gment for pouit. It possesses business this season. 0007-SWP-000128401 WHITE CITY NEWS District Sales Managers' Convention. Frank R Doiiga.ll C F Hhott Q. If Hart H I.. Wilson A D Hoagg H H Halladay Wm I- Havi*s Dan OsoTes W J Carlyle R VS Billings K R Hoag Thomas Neal A M Woodward Alf R Kelly Above is a very good photo of our District Sales Managers, taken while attending our District Sales Managers' Convention, June 20th and 30th last. The bcrys all state that this was the most successful convention ever held by the Acme Co. Our representatives are now atl taking their vacations. While they are enjoying a well earned rest, rto matter in what form, whether lying in a hammock swung in some shady nook enjoying their after dinner Havana, or if it's trying to entice the wily black bass from his lake home, or strolling along the board walk at Atlantic City, or taking m the sights of gay Coney Island, we hope they will improve the shining hours m thinking up new ways of increasing their business and formulating a campaign for this fall that will place the Acme Quality products to the front on their various territories. We wish them all a pleasant holiday and hope they will return to their work refreshed and prepared to "take hold and lift" with renewed vigor. MR FRANK SCHADE We are just in receipt of a wire from Mr. J. W. Daly, advising us that the stork paid a visit to his home at 7 o'clock a. m. on Monday, the 11th inst, the result of which was an eight pourd bounc ing boy. The WHITE CITY NEWS joins Mr. Daly's many friends in extending congratulations and best wishes. The Sales Department has just been informed that Frank Schade, salesman for Logan-Gregg Hardware Co., of Pittsburg, Pa., is contemplating paying Detroit and White City a visit. We will all be glad to meet Frank and renew old acquaintance ship. . Our General Distributers. Alabama Gray & Dudley Hardware Co . Arkansas 1 Whitlow-Williams Drug- Co , California H R. Tibbetts Faint Co., Tenbrook & Co., H. R Tibbetts Paint Co.,, Florida The S B. Hubbard Co.. " Tampa Hardware Co. Georgia Birmingham Fayetteville Los Angeles Sacramento San Diego Jacksonvil le Tampa N. L Willel Drug Co., West Lumber Co , Augusta Atlanta Illinois Geo E Watson Co , Brady Bros Hardware Co. Colburn. Brks& Cr.. Chicago Jacksonville Peoria Indiana The Evansville Paint & Varnish Co , Ltd , Evansville Iowa Sickels, Preston & Nutting Co , Davenport W H Tnrbert, Dubuque J.W Edgeriy & Ct> . ' Ottumwa Hormck. ness & More, Sioux City KaasAK A B Whiting Paim&Glass Cn Topeka Kentucky Robinson Bros. Sr Co , Louisiana Louisville David Bernliardt. New Orleans Maryland Carlin & Fulton, Baltimore Minnesota Hackett. Waltlier. Gates Hdwe. Co . St Paul Montana A. M Hotter Hdwe Co , Helena New England. Baldwin, Robbins & Co , Boston New York Buffalo Glass Co , Buffalo Slckeis & Nutting Co., ` New York City Burhans & Black Co,, Syracuse Jno. L. Thompson, Sons A Cn . Troy North Carolina Burwell & Dunn Co. Leak-Hnliaday Co., Ohio Charlotte Greensboro Stfuth Bros Hdwe Co., Columbus Co-Operating Merchants Co., Toledo Oklahoma. Territory Alexander Drug Co.. Oregon F. E. Beach & Co , Oklahoma City Portland Pennsylvania Shoemaker & Busch. . ardware Co. Co . Phelps-Straw & Co , Philadelphia. Hanover Pittsburg Reading Wilkesbarie Rhode Island Union Hdwe. & Electric Supply Co . Providence South Carolina Murray Drug Co . Columbia Tennessee Fntts & Wiehl. Cro2e-StrlingCo , Benedict, Warren & Davidson Co , s - - V , Paint & Chattanooga Knoxville Memphis Bristol Nashville Texas Houston Drug Co , Texas Paint and Paper House, Greinei-Kelly Drug Co , Utah Houston Fort Worth Sherman G. F. Culmer & Bro., Salt Lake Virginia Barker-Jenmngs Hdwe Co.. Washington A. S. Johnson & Co., Spokane Drug Co . West Virginia Lynchburg Tacoma Spokane The Kanawha Drug Co , Charleston The Williams & Davisson Co . Clarksburg W. H. Chapman & Son*, Wheeling a 0007-SWP-00012840;