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WHITt HAD PROMOTION PROGRAM
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LEAD INDUSTRIES ASSOCIATION
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omponlii. to (1*0 la oamWnood fora a Hot of tho Mjor ootiritloo oofcraoof by tho prajHt. Copy of tho oat 1 loo to tttooMi
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A0TERTI8II9 AMD PROMOTIONAL CAKPAIOS
TOR WHITS LEAD 1*41
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In the sprint of 1W9 the entire lead industry, including the wining, swaiting and raflnlnf com panies aa well as white lead manu facturer!, launched aa advertising and promotional campaign through tba Lead Industries Association to In crease the use of white lead. This eaapaltn is noe in its third year. It is not Just an advartlsing canpel gn but a well rounded promotional drive utilising, in addition to fun eral consumer and fans aagsxine ad vertising, trade paper advertising, organised publicity, field work and other means to arrive at the objec tive - - the sale of wore white lead. The various phases of the program are described in sons detail on the following pages.
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TRADE PAPER APTERTISttQ
In addition to tha eonaumar and fara papa? advartlalng, t noabar of trada papara ara being used to cartT tha Lead Induatrla* Association's atoi of whlta load to architects, builders, paint dialers, painting contractors, Journeyman painters and paint manufacturars. Thaae papara
have a combined circulation of over 400,000 people, each of whom Influences tha purchase of cocparstlvely large quantities of palrt. Following la tha ooaplete trade paper advertising schedule for 1941t
Kt^lne and IayrUgB..Pttt
Space
flglS-i PKQMIgB January, March, May, July, September, Movember
1 page
116,607
AMCTICAM PAIKTCT PECORATOB February, April, June, August, October, December
KATIOm PAIMTERS MAGAZIMB February, March^May, July, September, Moaamber
1 P*g* 1 pegs
76,167 61,16*
MlWIaSIIt CHpQgALJfflH January So, Marcn IS, Hay 0,
July 17, September li, Movember 0
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1,676
Feb. 17, Apr. 14, June 16, Aug. 16, Oct. IS, Dee. 16
ficpiw MW ft 9IL BgALa February, March, May, July, September, Movember
ARCHITECTURAL WEB? February, March, May, July, September, Vovember
1 page 1 page 1 page
1,686 6,666 80,069
ration) /ebruary, April. Kay, June, August, October
1 page
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An organised publicity .-"T/ort In j being employed to assist the .vertlaxng. v . 0n of ths features of this put&yclty is a "Bouse of the Month" which is Issued la mat foro to 600 newspapers six *imei a year. It pictures so attractive hone and Is accompanied by a brief description al ways Including a paragraph about ehlta lead paint. Clippings are received fma an average of 66 papers per nonth actually using this service, but since the dipping service does not cover all papers tc which it Is sent, the nuaber should probably ha closer to 100.
Likewise, "Bone Owners Fonia" is a weekly colusn of helpful Information for hose owners partly In question and answer fora, each colusn containing a paragraph or questloo and answer showing bow the hone owner can use white lead to solve some cosson problem. This Is sent In sat fora to 595 newspapers regularly and In clip sheet fora to C7 large papers. Clippings ave rage over 00 a month, but since the clip ping service Is not coaplete the real fig ure should probably be rbout 400.
Other publicity aaterlal in the fora o* cartoons and features of various kinds ploying up whits lead are Issued fron time to time.
These planned publicity articles hsvs had an average newspaper circuletloo of over 6,000,000 per month since the cam paign started.
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Th* booklet *Wb#t to Expect from Whits Lead Paint* wax printed to anaeer Inquiries resulting from the advertising and for other foras of distribution. Over 21,000 of theae booklets had thus been distributed by the As
sociation up to the beginning of 1941 and It la expected that between 10,000 and 15,000 ore will be dlitributed during the current
year. This la exclusive of many thousands of ooples distributed by neater eoapenlts.
Alao 85,000 copies of the "Simplified White Lead Painting Quids." ahlch formed the i center spread of the booklet, were borad lntc
the Basil Hoaes Data Book, circulated through luaber and building aaterial dealers.
In cooperation with the latlonal Baal] Hoaea Deaonstratloa 50,000 copies of a 4-page leaflet "Bow Luaber and Paint Keep Tour Boae
Always in Style," were distributed through
luaber dealers to their laaedlete prospects for new hoaes.
Thousands of coplas of various reprints of aegatlne articles favorable to white lead hove also been sent out. These Include, In particular, articles by Dr. F. L. Browne of the United States Forsat Products Laboratory.
About Keif of each issue of Cm Associ
ation'* nous# orgeu "Lead," published xvery
twe months, la devoted to articles co white
lead.
"Lead* goes to a mailing Hat of
about 51,VC0 broken doa as follows*
Architect*................... .. Agricultural englnatrs
and county agents ................ Building superintendents ..... General contractors ..........
Painter* and decorators Educational institutions ... Bousing Authorities Municipal officials' <..........
Bealtors ....... .............. Miscellaneous .........................
9,570
4,580 500
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An organised publicity effort Is being eaployed to assist ths advertising. On* of ths fssturss of this publicity Is s "Sousa of ths Month* which is Issued In sat fTs to 500 newspapers six tlaes s yssr. It picturss an attractive boas and la actoapanted by a brisf description al ways tKluding a paregraph about whits lead paint. Clippings art received fro* .n avetage of 55 papers per aonth actually using tils service, but since the dipping service does not cover all papers to which It is rent, the nuaber should probably be closar to 100.
Likewise, *Hoae Owners Forua" Is a ve'jfcly colusn of helpful lnforaatioo for hone owners partly In question and anrwer fora, etch colum containing a paragraph or question and answar showing how the boas owner can use white lead to solve sows coseon problea. This is sent In net fora to 59f- nr*spipers regularly and In clip sheet foiti to 07 large papers. Clippings ave rage over 00 a aonth, but tinea ths clip ping service la not coaplei* the real fig ure should probably be about 400.
0th-r publicity aaterlal In the fora ?f /a; 'oor.s iii features of various kinds plsflnr o (*h:te lssd are Issued froa tlae U as
publicity ar ticles >tvp.<e- circulation .o-. q -.` 4*e the eu.-
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PUBLICITY ARTICLES
In Addition to the planned publicity Ju*t described, Large mabir of articles are prepared by the Lead Industries Association staff for exclusive use of various aagatlnes and trade papers. During 1940 about SO different publi cations used such articles, son* of thea using several articles dur ing the year. These Included such aagatlnes as PAINTER * DECOHATOR, AGRICULTURAL LEADERS* DIGEST, THE RATIOS *S AGRICULTURE, MARINE JfE8, THE PENNSYLVANIA EARNER, FIELD k STRFAM, SOUTHERN LUMBERMAN, THE HIGHWAY MAGAZINE, AMERICAS CITT, MARINE JOURNAL, SCIENTIFIC AMERICAN, PUBLIC POKES and others.
The Association staff has also collaborated with authors of other articles about paint to see that vhlte lead receives proper recognition. Notable aaong recent article* of this typ* ara ones ap pearing In SUCCESSFUL FARMING, H00S* BEAUTIFUL and BETTER HOMES AND OARDENS.
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LPMBPl PE01PCTS - EETTCT PAiyT CAMPAIC
This campaign Is la addition to the whit* lead advertising and publicity cam paign, being financed out of separate fund*, but nevertheless alard at tb* aaa* general objective of promoting th* ua* of whit* lead. It.a effectiveness la baaed on co operation with lumber aanufaeturera and dealer*. The campaign he* bees In axlatenc* alnce 1914 and aa a result, the whit* lead Industry haa attained an enviable poaltlon in lta relation* with th* lumber industry.
Consequently, lumber aanufaeturera are inserting 2,000,000 painting lnstruotlon leaflet* a year in aiding at their own expen**. These leaflet* advise only the use of pure white lead paint or th* highest quality nixed pelnt. The** aaa* assoclatlon* have given strong written endorieaenta of white lead, used In Lead Industries Associ ation advertising. Tbs Douglas Fir Plywood Association has Issued painting Instruction leaflets advocating th* us* of pur* whit* lead paint exclusively.
Whit* lead exhibits have been maintained at the various retail lumber dealers' state conventions each year end hundreds of ae#tings held with groups of dealer* In th* interest of white lead.
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In 1940 a prograa of paint deaonatratlona was sponsored among tha %-H Clubs In Iowa In an affcrt to educate ferarrs to tha value of white lead as a paint plgaent and shoe the* how to nix and use white lead oalnt. The 4-H Club paint taaas cave hundred8 of such demonstration* before local far* ceetlngs and 2 teaas coapeted at the State Fair for prlsea offered by the Lead Industrie* Association. Thousands of farmers thus learned about sdilte lead fron tha 4-H Club boys.
So successful was the Iowa 4-H Club procraa that It has been continued In Iowa and extended to Kansas. Oklahoma, Wisconsin and Georgia this year, with a total of about 00 teaas now working oo paint demonstrations and telling the story of white lead. Some girls taaas are eleo Included this year and both exterior and In terior paint la now eovared.
In conjunction with the 4-H Club work, eloae touch It being maintained with the Agricultural Exten sion Service and State Agricultural Colleges so that the agricultural engineers and county agents are In a position to Instruct the fansers with whoa they come In contact about wblta lead.
Membership la maintained In the Agricultural En gineer* Association and talks on #>lte lead delivered before that and other farm groups.
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A field M ! Mlntalned to promote white lead to i UU, county and Municipal authorities *too use lar|* quantities of paint. Banks, savings and loan associations. In* surance companies, educational In stitutions , real estate developers and bulldars and other organisations which have a large aaount of property to paint are also Included In this vork*
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