384 



THE INDIA RUBBER WORLD 



[April 1, 1915. 



NEW TRADE PUBLICATIONS. 



THE UNITED STATES RUBBER CO.S LITERATURE. 



■ I '1 1 K catalogs ami price lists f thi I nited States Rubber Co. 



*■ wire issued tlii- yeai on March 1 instead oi as formerly 



on January 1. The present output of the publication department 



of tlie companj consists oi I.' different pieces, nine of these 



being extri logs of a uniform size of 4^4 x 



inches, with highly artistic covers in a variety of colors, 



while the ti finely finished paper that secures 



the best possible results from the man} halftone cuts with which 



ooks are illustrated. These nine catalogs cover the nine 



principal brands -"hi h\ the company, -namely, American, Bani- 



gan, Boston, Candee, "Glove," Lycoming, Meyer and Jersey, 



Wales-Goodyear ami VVoonsocket. 



To revert to the covers again, 4 of them have exceptionally 

 appropriati the American i howing the dome of 



the Capitol at Washington, the Boston catalog cover reproducing 

 the historic old Slate House in Boston, the Wales-Goodyear 

 showing the Polar bear — for halt a century associated with th - 

 brand — strolling very contentedly over a chilly looking iceberg, 

 while the Woonsocket cover depicts an aggressive elephant (ap- 

 propriate because of the elephant head branded in Woonsocket 

 goods) charging through the underbrush towards a native who 



earnestly sprinting tor cover. 



The halftone cuts bring out all the little details of the different 

 - -o completely that nothing need be left to the 

 imagination rhesi catalogs show two features that are new 

 this season, namely, a list of boots, lumbermen's, Arctics, gaiters 

 and shoes made under the "Patent Pressure Process." This 

 process is referred to in the catalogs as follows: "The Patent 

 Pressure Process supplants hand work with an even, accurate 

 pressure of the pure gum ami the constituent fabrics, firmly, 

 solidly and permanently uniting all the various parts of the 

 boot or shoe. Patent Process footwear is the most ei nomical 

 that the consumer can buy." Another new feature found in all 



["he "Sure Lock" for \m rn • 



the different brands is the "Sure Lock" buckle, which is now the 

 standard equipment of the light gaiters made by the different 

 factories and which is also recommended for heavy Arctics and 

 lumbermen's. Ibis buckle is described as an "absolutely secure 

 fastening under all conditions, with no projecting ends to catch 

 in the clothing." 



In addition to the 9 illustrated catalogs there are 36 smaller 

 lists ranging from 4 to 24 pages, two sets of 9 each being de- 

 ross price list and the net price list of the different 

 brand- mentioned above, while the other lists cover various 

 brands made by the company but to which illustrated catal gs 

 are m foi instance, the "Commonwealth and Se- 



curity" brands and the "New Brunswick" brand. And then 



in addition, illustrated lists devoted to the "Empire" brand, the 

 "Unika" (tan) brand, the "Everstick" and to miscellaneous- 

 goods. 



While at first glance one is impressed most by the artistic 

 quality of these productions, what makes the most lasting im- 

 pression, on examination, is the completeness of the information 

 which these booklets contain. It would seem as if the most in- 

 quisitive dealer could hardh ask a question not fully answered 

 in this library of footwear information. To illustrate — picking 

 up one of the books at random, the Wales-Goodyear catalog bis 

 40 illustrations showing the different shapes of soles and heels 

 mentioned in the text. If after reading one of these catalogs- 

 carefully the retailer still labors under any misconception on 

 any essential point it must be charged to his own lack of per- 

 spicacity rather than to want of perspicuity on the part of the 

 compiler of these books. 



REMEMBERING THE CONSUMER ON HIS BIRTHDAY. 



It is pleasant, of course, to be remembered at Christmas time — 

 provided the remembrance is a useful one — but it is doubly 

 pleasant to be remembered on one's birthday, as that carries with 

 it the comforting thought that one's natal day is of sufficient 

 importance to be noticed. The Canadian Consolidated Rubber 

 Co., of Montreal, has utilized this theory in a clever advertising 

 campaign. The company's advertising department, by a unique 

 plan described in the January, 1914, number of The India Rub- 

 p.kk World, informed itself as to the birthday date of a great 

 many thousand users of tires and other rubber goods and, hav- 

 ing catalogued this information, has followed it up by sending 

 out every day some token to those whose birthdays fall on that 

 particular date. Last year it distributed birthday cards and 

 blotters. This year it is distributing birthday calendars. 



These calendars consist of a sizable pad, containing not only 

 the days of the month but certain modern proverbs and rubber 

 information, fastened on a metallic back so grained as to appear 

 like a panel of olive wood. On the front page of the calendar 

 is printed, "Wishing you many happy returns of" — and then is 

 inserted the date of the recipient's birth. This sort of advertis- 

 ing makes a subtle appeal to one's self-appreciation and will 

 no doubt prove very effective. 



A BOOKLET ON RUBBER BELTING AND TRANSMISSION. 



Everyone who uses machinery belting is of course more or 

 less familiar with the advantages claimed for rubber belting 

 over belting made of any other material. However, belt 

 users, notwithstanding their general familiarity with the sub- 

 ject, will be interested in the little booklet just issued by the 

 North British Rubber Co., Limited, of Edinburgh, citing the 

 arguments for rubber belting and the proofs of its superiority. 

 Among other claims which they advance is this: 



"The transmission of belt power has to do largely with 

 adhesion, and a non-slipping rubber belt always delivers a 

 full measure of power. For such machines as have a quick 

 reverse action the rubber belt in active test has proved su- 

 perior to leather. Besides the increased grip on the pulley 

 and consequent conservation of power, belts of rubber have 

 the additional advantage of resisting damp and warm atmos- 

 pheres better than any other. And there comes the question 

 of quality in materials, both in rubber and cotton. Sixty 

 years' experience has shown that reliable belts can only be 

 made by using the best quality of materials." 



There are many useful notes for the user of belts, and some 

 practical talks, with illustrations, on pulley covering, belt 

 lacing, splicing, riveting and general rules regarding belting. 

 A simple testing device that can be made by any millwright 

 is shown, and the result in actual figures clearly proves that 

 the resistance of rubber belting to slip is three times greater 

 than that of leather belting — a point of natural interest to 

 power users. The booklet is an excellent example of the 



