Document zjKLNE2o1NwJb450zyragdkR

.M l f ^ M i w r u n w * if H w ,.43-dal LEAD INDUSTRIES ASSOCIATION__ _ - _ 4S0 LK)ONTO* AVSMUg NCW TOW 17. M. T. h o o s s Hares* John X. MacGregor, President John R. MacOregcr Lead Conpugr Chicago, HIInals The story of white lead 1a sad and X rill, therefore, ha brief. In 1929 the dollar sale# of paint to trad* talc*, that la to stores, was . in round figures 150 rillion and white lead sales vara 116,000 tons far that jrir In 19Si ruint trade sales vara 617 sdllica and white lead sales vara 23,OCX) tens, if Tlhite Lead usage during this period had kept paoe with other paint sales there would have boon $*1,000 tons used In 1951. Of course lead supply accounts for part of this shortage, hut vlth tapis supply 15,000 tens sight have Loan usad* This loss Is due to changes in point foraulstloo. A pore vtito lead paint will coat the producer about Cl.75 per gallon, while the overage paint nov being produced will oost fra ti.75 to &1.85 pur gaUcsv* r A few yeare ago these never paints would not have bean regarded Oaa good paints, bcoauaa they rtpidly wash swuy. Those paints that wash Sony are advtrtleod as self cleaning sni, under certain conditions, look whiter than pure white lend paint. Thqr arc not paints that last long, nor under all ccndltlone do they look bettor than pure '4iite lead paint* ; It depends upon the place of closure which paint will look beat* In factory regions rtiite lead paint tfcieh does net wash off will hold tfaa dirt just as a window does, tut in districts not filled with soot and ; mcka it readns clean and white* Tremendous advertising enphasiziiy; whiteness only and emitting reference to wearing quality has led hcoo owners to believe these new paints have the long life of load paints and in addition rmsln whiter. This is not true. In fact the paint slogan S*va the Surfaoe and you Sava All* *iiah suggests protection la aaldna heard now* Xhe ccapetltlon againat white lead haa boon flares and oftoa unethical. Stress has boon placed on stiltcness, tut nothing said shout short serrioe, Vo one disputes the states! :nt that white lead wears longer than other white paints. Our federal G averment uses pure whit* lead paints in largo volume. They tpeclQr that it aheuld ha used where frequent painting la not oootwplatart* Recently mazy paint formlatore are finding that they met use white lead in tlieir priaor coats. It nay bo that this is the start of a return to our products* : Presented at the 21*th Annual Moating, Lead Industries Association April 18-19, 1952, Chicago, Illinois. JtiLytiwjjiwwiiiwu.i.i'turi nan III T*-**' ' M< p .iimi'n LIA16332 : * * ' . ........ John JU ltaOro*or---------------- ---------. i- - ----------------------------------------- iO A discussion on various causes of thin loa* of plaoe In paintlr would bo out of place here, hewerer, I believe you will bn lr.terusted in sens photograph* taken orcr a period of year*. Thogr hoar that quality was not a factor in tonnago losses. It ees to m that price was the eole consideration and present advortislnj seeks to fcake an advantage out of a fault. Our Load Industry advortiaij* of arhito load advantages will undoubtedly help the treat to better fon*eLtUon and the increased use of shite lead*