36 



Harawood Record — Veneer & Panel Section 



October 25, 1920 



PERKINS Glue 



Is an Institution 



It is based on a solid foundation. This has been proven in the history of our business. Starting only 

 about fourteen years ago we had to educate the entire woodworking trade to the idea of Vegetable Glue. 



Today our sign 



ERKI 



1L@3 



Trade Mark 

 Reg. U. S. Pat. Off. 



means to the woodworking trade 



RELIABILITY, UNIFORM QUALITY AND SERVICE 



It is our constant study and labor to make the best so our customers may get the best 



Its First Cost is Its Last Cost 



Process and Product Patents covering Perkins Glue were granted July 2nd and March 19th, 

 1912, and have been held valid and infringed by the United States Circuit Court of Appeals. 

 Patents have also been granted in Canada, Great Britain, Germany, France, Belgium, Italy 



and other foreign countries. 



PERKINS GLUE COMPANY 



Factory & General Offices: Sales Office: 



LANSDALE, PA. SOUTH BEND, IND. 



New Plans of an Old Concern 



The double page advertisement of The Williamson 

 Veneer Company of Baltimore, appearing in this issue of 

 Hardwood Record, is a matter of such unique interest as 

 to warrant news comment. This advertisement marks a 

 change in business thought and a recognition of publicity 

 value by one of the oldest, best known and most con- 

 servative veneer houses in the country. The new plan has 

 brought about abandonment of a long established jobbing 

 connection in favor of a comprehensive, direct-to-the- 

 trade policy. Concurrently it eradicates the too con- 

 servative idea that advertising is not necessary in the 

 veneer business. 



Hardwood Record's unusual interest in this advertising 

 is largely based on the history of the company, which 

 dates back to the beginning of modern veneer manu- 

 facturing. Its founders and their successors have builded 

 well if conservatively. Its reputation for probity and for 

 high grade product has long since been internationally es- 

 tablished. Indeed, if it were true that any business could 

 afford to rely solely on prestige gained by long and honor- 

 able service, and to leave advertising out of its merchan- 

 dising plans. The Williamson Veneer Company would 

 surely be so fitted. So the significance of its new policy 

 is marked. 



Hardwood Record first became interested in this de- 



parture from old methods through the understanding ex- 

 planation which accompanied the announcement from 

 Baltimore. The following quotation from The William- 

 son Veneer Company's letter reflects a thorough under- 

 standing of the w^hole subject of merchandising: 



"Modern business thought concedes that it is not 

 enough merely to produce a first-class article. The 

 knowledge of where a fine piece of goods can be obtained 

 is limited to those who have been fortunate enough to 

 come haphazard in touch with the producer of it. Natur- 

 ally this knowledge in the course of many years comes to 

 be widespread, which fact is one of the strongest points 

 the opposers of advertising can make. The answer is 

 obvious. However large may be the number of those 

 who know of a given article by direct or even indirect 

 contact with it or its producer, the number of those who 

 would be glad to know of it and do not must evidently be 

 many times greater. It is the purpose of advertising to 

 inform such people. " 



Largely increased facilities effected during the war 

 period give added reason for the change in policy. With 

 a plant formerly inadequate to more than take care of 

 unsolicited business, it was not then as now necessary to 

 cater to the trade. 



An earlier paragraph referred to the long and honor- 



K'uHt'nntcd on imfff 40) 



