TRW 1946-1956 Advertising Sdwarren PDF

A D V E R T I S I N G
The
Reflected
Works
S.D. Warren Advertising
19461956
S.D. Warren Advertising
For more than a century,

through various names and
incarnations, our message
and mission have remained
the sameto make the means
through which the world
communicates better and
more beautiful.
From the beginning, our advertising has been
prominently featured in leading national newspapers
and well-respected trade publications, which highlights
our commitment to the printed page as one of the best
ways for brands to communicate clearly and effectively.
Explore a collection of these ads from 19461956

for messages that still resonate. By looking
back through the pages, we can look forward
to a future of exciting possibilities.
19461956
Visit sappietc.com
One reason why some plants are idle or

can work only part time during reconversion
is because they lack the necessary tools and
materials with which to maintain operation.
One remedy is adequate catalog information
that tells manufacturers where they can
obtain essential tools and materials. With
up-to-date catalogs at hand plant managers
are enabled to resume operation more
quickly -- and thereby sustain employment.
Among other things, a good printer will

very likely recommend that your catalog be
printed on one of Warren's Standard Printing
Papers, which are favored by printers because their uniform quality and affinity for
ink permit faithful reproduction of type and
pictures. S. D. Warren Company, 89 Broad
Street, Boston T, Massachusetts.
BETTER PAPERBETTER PRINTING
A Duty ofSuppliers to Industry

It is advisable, therefore, that suppliers
to Industry examine their catalogs now.
Outdated or incomplete catalogs need to be
revised. Where no supplier's catalog exists,
immediate preparation of an adequate catalog should be undertaken.
Consult a Printer Now

Suppliers to Industry who are revising or
replacing obsolete catalogs will do well to
consult a good printer. The current demand
on printing facilities is taxing, and so there is
reason for scheduling catalog work now.
Prinfi
.pe'rr
Pa
for Letterpress Printing, Lithography, Book

Publishing, Magazine Publishing, Converting.
Among other things, a good printer will
very likely recommend that your catalog be
printed on one of Warren's Standard Printing
Papers, which are favored by printers because their uniform quality and affinity for
ink permit faithful reproduction of type and
pictures. S. D. Warren Company, 89 Broad
Street, Boston 1, Massachusetts.
Advertisement prepared by
BATTEN, BARTON, DURSTINE & OSBORN,INC.
to appear in
Printed SellingJanuary, 1946
One Page, 434 x 7
P.O. DOS. 5-991-0 12-20-1945
BETTER PAPER BETTER PRINTING
SAJ,
y c-Ast-rtn,
tetIAIIVISJ ---710,
Outdated or incomplete catalogs need to be

revised. Where no supplier's catalog exists,
immediate preparation of an adequate catalog should be undertaken.
Consult a Printer Now

Suppliers to Industry who are revising or
replacing obsolete catalogs will do well to
consult a good printer. The current demand
on printing facilities is taxing, and so there is
reason for scheduling catalog work now.
.-1.tarreriats)
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PrinthlgFajen.
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ffective
is servlanning
printer
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ich are
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Publishing,Magazine Publishing,converting.
4TING
to appear in
Printers' InkJanuary 11, 1946
Advertising & SellingJanuary, 1946
Two-Thirds' Page,49i x to
P. 0. DOS. 5-991G 12-20-1945
Ter
y, Book
>nverting.
ijA, Itfl,
IJARTUN, L/UKSTINE 0C-1,5110KIV,
to appear in
The Saturday Evening Post January 12, 1946
One Half Page,
1 23'i
P. 0. BOS. 5-719 0 12-20-1945
4%x
You'll get the answer to

this timely question
in
S. D. WARREN COMPANY'S
May 11th
SATURDAY EVENING; POST

advertisement
3
11,
rot
What's
holding up
the para
de?
ton,. k;s
p1 07
too
It'
Pay,
the
ivog,
craves a
The p
tty
with
if You
ro
ph, andp
What's hok
the para
Work stoppages may result from any
one of a variety of causes.
Take, for example, the case of the
company that enjoys cordial labor relations, has adequate factory facilities, is
assured of a ready market ... and yet is
unable to get into production. What's
holding up the parade? Just this: lack of
information about where to get needed
tools and manufacturing materials.
Where Can They Be Found?

When such information is not readily
available to a manufacturer, everyone
pays a price. Company profits suffer,
the level of employment declines and the
progress of the nation's industry receives a setback.
The problem can be eased if Industry's suppliers will come to the rescue
now with adequate catalog information.
If you are a supplier, help yourself
and your customers by circulating complete and up-to-date catalogs. Your present catalog material may be inadequate
or obsolete. To revise or replace it, you
will need the services of a good printer.
How a Good Printer Can Help

The right printer can suggest preparatory procedures that will allow for effec-
tive
plan].
equii
Cc
man,
then,
log v
Among of
will very lil
catalog be
Standard P
favored by
form qualit)
faithful rep]
tunes. S. D.'
Street, Bost,
...hcsazIrog
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Oeedt
7050 c
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Work stoppages may result from

any one of a variety of causes.
Take, for example, the case of the
company that enjoys cordial labor
relations, has adequate factory facilities, is assured of a ready market...
and yet is unable to get into production. What's holding up the parade?
Just this: lack of information about
where to get needed tools and manufacturing materials.
nation's industry receives a setback.

The problem can be eased if Industry's suppliers will come to the
rescue now with adequate catalog
information.
If you area supplier, help yourself
and your customers by circulating
complete and up-to-date catalogs.
Where Can They Be Found?

When such information is not
readily available to a manufacturer,
everyone pays a price. Company
profits suffer, the level of employment declines and the progress of the
alk.fo
P
OWING
APIR
P.
OAT. 010,
iilfarrenrs
(STANDARD)
Prink's/Pa/err
14,9-A,A
to appear in
Printed SellingMay, 1946
One Page,4 x 7
P. O. BOS. 6-317 4-17-1946
and your customers- -by circulating complete and up-to-date catalogs. Your present catalog material may be inadequate
or obsolete. To revise or replace it, you
will need the services of a good printer.
WarrerrS
(STAN DAR pp
How a Good Printer Can Help
Printig'Paiterx
The right printer can suggest preparatory procedures that will allow for effective reproduction. He can guide catalog

BETTER PA
WI
Priti
for Letterpre.
Publishing,M
BATTEN, BARTON, DURSTINE & OSBORN, INC,
to appear in
The Saturday Evening Post May it, 1946
One Half Page,
12%g
P. 0. BOS. 6-196 G 4-2.-1946
4%
to appear in
Advertising & Selling May, 1946
Printer's Ink May 3, 1946
One Half Page,
P. O. BOS. 6-317-04-17-1946
41)g x.10
.7ompetitor A
PREPARE NOW
for all-out competition.
Read S. D. WARREN COMPANY'S
message in the December 7th issue
of THE SATURDAY EVENING
POST
Competitor-ii
up
be
How far up
will you be
when all-out
competition
returns?
Corn pelitor
ec-stt
A seller need not
most goods sell on press for sales today, for
sight.
But when the period
of shortages is past
and buyers can once
more exercise their traditional right of free choice, purchases
will be
based on preference for certain
brands.
Now is the time
to prepare for 11-citit
competition and advance your position .in
Your field by
restoring appreciation in the
buyer's mind
dise that bearsfor the value of the merchanyour brand.
The Method?
The method for
buyers is to
Present facts in printeducating
in selling literature
that permits you
to go into sufficient detail
to persuade
prospects
selecting your brand orof the advantages of
trademark.
Why You Should Start Now
Well-prepared printed
pieces require time
in planning
and
work should time in production so creative
not
be delayed. Furthermore,
the demand
for printing and paper currently
taxes
manufactu
quick completio ring facilities, precludes
n of orders, and requires that
Planning be done well
in advance so that production may be
scheduled.
-out
Lion
s?
A printer that participates in planning is

enabled better to anticipate paper requirements and to arrange for their supply through
the paper merchants that serve him. Necessarily, his recommendations will be influenced
by the volume of his commitments; but if his
supply permits, he will be likely to recommend the use of one of Warren's Standard
Printing Papers.
S. D. Warren Company, 89 Broad St.,
Boston 1, Massachusetts.
warrerfs
-s, and requires that

In advance so that
uled.
nstitutes an especial
ter at an early date,
xration in planning
Awing the work to
ilable equipment.
tr that participates
iereby better to antnts and to arrange
:he paper merchants
rily, his recommend by the volume of
his supply permits,
theuseof one
innietinndg Papers.
my, 89 Broad St.,
(STANDARD)
Printing'Papers
to appear in
Printed SellingDecember, 1946
One Page, 4 x 7
P. 0. BOS.
G 11-18-19.0
TTER PRINTING
6
into sufficient detail to persuade prospects
of the advantages of selecting your brand or
trademark.
1111M,
A M.
ill,.
Why You Should Start Now

Well-prepared printed pieces require time
in planning and time in production so creative
work should not be delayed. Furthermore,
the demand for printing and paper currently
taxes manufacturing facilities, precludes
(STANDARD)
PrintinsPapea
when all-out
competition
returns?
of orders, and requires that planning be
done well in advance so that production
may be scheduled.
This strong demand constitutes an
especial reason for choosing a printer at
an early date, and for enlisting his cooperation in planning so that he may
aid in shaping the work to make effective use of available equipment.
Furthermore, a printer that participates in planning is enabled thereby
better to anticipate paper requirements
and to arrange for their supply through
the paper merchants that serve him.
Necessarily, his recommendations will
be influenced by the volume of his commitments; but if his supply permits, he
will be likely to recommend the use of one
of Warren's Standard Printing Papers.
S. D. Warren Company, 89 Broad
pEo. U.S. PAT. OPP.
BATTEN, BARTON, DURSTINE & OSBORN, INC.
to appear in
Nov. 29, 1946
l'rinters' InkNov.
Advertising & SellingDecember, 1946
Two-Thirds' Page,4N x 10
P. O. BOS. 6-1064-0 1i-18-1946
btarnajTS
(
.STAN OAR
22,
bintiglivers
for Letterpress l'rinting, Lithograply, Book
navertisement prepared by
to appear in
The Saturday Evening PostDecember 7, 1946
One Half Page, 4NiX 12n
P. 0. 505. 6-68c-0 I I-IR-1946
LOOK AHEAD
is the theme of
usiness
Your business
in 1950...
w it be
S. D. WARREN
COMPANY'S first '47
message appearing in
the January 11th issue
of THE SATURDAY
EVENING POST
so...
it he
.. in the black?
Can you be sure of a
profitable volume of
future sales when the
turns downward curve of public demand
and the curve of competition upward?
When that time comes
and every sale will
be competitive,
profits will tend to flow
toward those
manufacturers who have
created preference
for the goods that bear
their brands and
trademarks.
How Do You Create
Preference?
. Right now, when
the availability of goods
insdres their sale, you
have an opportunity
to influence the
the merchandise minds of buyers in favor of
that bears your brand.
The means for
creating
provided by printed sellingpreferences are
literature
booklets, folders, brochures
and other pieces
that permit full and
complete description
and illustration.
Help Yourself to Experience
You can speed the
of planning and
Preparing your printedwork
selling campaign by
consulting a good printer
now and enlisting
his cooperation.
There is good reason for
prompt action. The demand
for printing and
Raper currently taxes
ties, precludes quick manufacturing faciliand requires that completion of orders,
planning be done well
... or in the red?

in advance so that production may be
scheduled.
enabled better to anticipate paper requirements and to arrange for their supply
through the paper merchants that serve
him. Necessarily, his recommendations will
be influenced by the volume of his commitments; but if his supply permits, he will be
likely to recommend the use of Warren's
Standard Printing Papers.
S. D. Warren Company, 89 Broad St.,
the red?
o.
PAS
3rompt action. The demand

paper currently taxes manu2s, precludes quick compleid requires that planning be
tnce so that production may
or
mand constitutes an especial

ng a printer at an early date,
his cooperation in planning
aid in shaping the work to
Se of available equipment.
a printer that participates
,abled thereby better to an:quirements and to arrange
through the paper merhim. Necessarily, his recombe influenced by the volume
tilts; but if his supply perikely to recommend the use
's Standard Printing Papers.
Company, 89 Broad St.,
:husetts.
Printing'Paprs
for Letterpress Printing, Lithography,Book
Publishing,Magazine Publishing, Converting.
10 appear in
Printed Selling January, 1947
One Page,ji x 7
P. o. Bos. 6-1065a 12-57-1947
ERBETTER PRINTING
provided by printed selling literature

booklets, folders, brochures and other pieces
that permit full and complete description and
illustration.
Help Yourself to Experience
You can speed the work of planning and
preparing your printed selling campaign
by consulting a good printer now. There is
."ArrenTs
STAN DAR D)
(
-
Printi Pvers
the red?
r printing and paper curnanufacturing facilities,
4c completion of orders,
at planning be done well
that production may be
demand constitutes an
for choosing a printer at
and for enlisting his colanning so that he may
the work to make effecilable equipment.
, a printer that particiling is enabled thereby
ipate paper requirements'
for their supply through
rchants that serve him.
is recommendations will
by the volume of his
but if his supply permits,
ly to recommend the use
rren's Standard Printing
en Company, 89 Broad
, Massachusetts.
'ER BETTER PRINTING

!O. U
PAT. Orp
111TetrfS
;TANDARD)
10 appear in
Advertising & SellingJanuary, 1947
Printers' InkJanuary to, 1947
Palma
Two-Thirds Page, 49-i x so

P. O. DOS. 6-10650 12-17-1947
Printing, Lithography, Book

gazine Publishing, Converting.
to appear in
The Saturday Evening Post January it, 1947
One Half Page,4% lc nig
P. O. DOS. 7-5 0 12-17-1946
goorohi
lire is
the latest
COMPANY
5. D. WARREN
Look for
1,
advertisement.
in the Prbruary Nth issue of
POST
THE SATURDAY EVENING
Buyer
1 946 style
4f
Buyer
I
947 style
Of course not every line of merchandise in a

will become so plentiful this year that all help good printer early in the work. He can
you avoid wasted time, motion and
buyers will turn fastidious.
But it is generally understood among busi- money.
ness executives that shortages will eventually
give way to active competition among brands enabled thereby better to anticipate paper
requirements. Necessarily, his recommendaof goods.
tions will be influenced by the volume of his
Prepare NOW
but if his supply permits, he
During this period of transition from commitments;
will be likely to recommend the use of one ot
scarcity to competition, you have an excel- Warren's
lent opportunity to gird your product for the Warren Standard Printing Papers. S. D.
Company,89 Broad Street, Boston 1,
battle of the brands that's sure to come.
How? By creating a preference in buyers' Massachusetts.
minds for the goods that bear your brand.
BETTER PAPER BETTER PRINT:NG
The Ideal Tool
You have at your disposal the efficient
tool for shaping opinions favorable to your
product the ideal tool of printed selling
literature ... in the form of books, booklets,
broadsides,brochures and other printed pieces.
In printed selling literature you can ex(STANDARD)
plain, describe and illustrate the advantages
of your product in satisfying detail. You can
demonstrate.You can persuade.You can build
profitable sales for the competitive future.
You can do thisIF
You will be more successful if you will call
Publishing,Magazine Publishing,converting.
es quick completion of orders,

that planning be done well in
that production may be sched-
AarrelIs
g demand constitutes an especial

loosing a printer at an early date,
iting his cooperation in planning
nay aid in shaping the work to
ve use of available equipment.
ore, a printer that participates
; is enabled thereby better to
paper requirements and to arheir supply through the paper
that serve him. Necessarily, his
ations will be influenced by the
is commitments; but if his supply
will be likely to recommend the
of Warren's Standard Printing
D. Warren Company, 89 Broad
ton t, Massachusetts.
Prinitho
6 Raien.
BArrEN, BARTON, DURST1NE &
OSBORN, INC.
TO appear in
Printed Selling February, 1947
One Page,
x7
ind for printing

2S manufacturlick completion
tat planning be
hat production
constitutes an
ng a printer at
nlisting his cothat he may
make effective
P. 0. DOS. 7-42-6 1-21-1947

PAPER BETTER PRINTING
I Int &On uv
Before you set about prepating your story
in print, however, consider this fact: The
planning and creation of effective printed
pieces calls for special skills. You will be
more successful if you will call in a good
printer early in the work. He can help you
avoid wasted time, motion and money.
Furthermore, the demand for printing and
paper currently taxes manufacturing facili-
rrerirs
w STANDARD)
Print/kg/Papers
that particitabled thereby

requirements
aipply through
at serve him.
endations will
Inc of his cornAy permits, he
end the use of
:lard Printing
Company, 89
Vlassachusetts.
R PRINTING
to appear in
Advertising & SellingFebruary, 1947
Printer's Ink February 7, 1947
Two-Thirds Page, 4rig x to
wri
t
s
P. 0. SOS. 7-42 6 1-21-1947
hography, Book
itig,Converting.
The Saturday Evening Post February 8, 194;.

One Half Page,4r7i x 123
P. o. DOS. 7-37 a 1-21 -1947
,subject of
WARREN'S
tisement in
SATURDAY
IING POST
arch 8, 1947
'T MISS IT!
vi
is the subjec o
S. D. WARRE 'S
ad ertisem
THE SATURDAY
EVENING POST
for March 8, 1917

DON'T MISS IT!
Grab-bag buying won't last forever

The day is coming in every line of business when customers will once
more buy
by brands.
When that day arrives, will people know the reasons why the
product that carries
your name is a sound investment?
Fortify Your Positiott
You can fortify the position
of your
product in the coming competitive market
by the use of
printed selling literature
well-prepared books, booklets,
brochures and
other printed pieces that enable
you to present your facts in such complete
and satisfying detail that the end result preference
is
for
your brand.
Printed pieces permit you to use persuasive
explanations, descriptions and illustrations
that aid in building the preference you
need
to meet competition.
The First Step
The first thing to do when setting out to
acquire one or more pieces of printed selling
literature is to engage a good printer.
A printer that participates in planning
is
enabled thereby better to anticipate printing
requirements and to arrange for a supply of
printing paper through the merchants that
serve him. Necessarily, his recommendations

will be influenced by the volume of his commitments; but if his supply permits, he will
be likely to recommend the use of one of
Warren's Standard Printing Papers.
S. D. Warren Company, 89 Broad Street,
rig

n(L.
PAl.
orr
Ter
stomers will once more
Lg
er
is why the product that
Printing'Papers
customers will
if printing paper through
; that serve him. Neces:commendations will be
the volume of his com. if his supply permits, he
to recommend the use of
-en's Standard Printing

to appear in
Printed Selling March, 1947
One Page, 4% x 7
P. 0. DOS. 7-43-0 2-18-1947
ren Company, 89 Broad

t, Massachusetts.
'ERBETTER PRINTING
1.
11
P41.
(Ion.
The First Step

The first thing to do when setting out
to acquire one or more pieces of printed
selling literature is to engage a good
printer.
A printer that participates in planning
is enabled thereby better to anticipate
printing requirements and to arrange
sons why the
so that he may aid

to make effective
.ment.
inter that partici. enabled thereby
iaper requirements
eir supply through
; that serve him.
,mmendations will
volume of his cornsupply permits, he
mmend the use of
.tandard Printing
mpany, 89 Broad
tssachusetts.

ITTER PRINTING
PAT. OFF.
Ian's
DA RD)
& OSBORN, INC.
10 appear in
Advertising & Selling March, 1947
Printer's Ink March 7, 1947
Two-Thirds Page,4 x ro
P. 0. DOS. 7-43 0 2-18-1947
BAll EN, BARTON, DURSTINE
to appear in
The Saturday Evening PostMarch 8, 1947
One Half Page,4 x 12
P. 0. DOS. 7-38-0 2-18-1947
o'Paperer
g, Lithography, Book
'-'ublishing, Converting.
Eagerbeaver
WARREN COMPANY offers

t charge to qualified enrollees
of
9 TEXTS
_xplain the economics of busid the function of printed literaan aid to management.
sgio
s en :g
becomes Fuss-budget!
Same buyer in two widely different
environments. Faced with scarcity of
goods, he grabs what he can get without
quibbling about brand names.
But when surrounded by a choice of
competing brands, he deliberates, compares and keeps his wallet button
ed
until he is completely convinced.
Buyers Will Want ALL the Facts

To unbutton the wallets of
America,
manufacturers will need to be more convincing as many competing brands
enter
their bids for the same consum
er dollar.
The man who makes a superi
or product
will have an advantage if he
will give
buyers all the reasons why his
product is
superior. Presentation of comple
te information will hasten complete
conviction.
A most effective method of
presenting
complete information about
your product is the use of printed selling
literature
books and booklets,
broadsides and
brochures that enable you to
explain in
detail, to describe with
illustrations; in
short, to provide the means
of persuading the buyer that your
product will
deliver specific advantages
to him.
simplified when you enlist the aid of a

good printer.
Call him in early and get the benefit
of his experience from the very beginning
of the job. He will probably suggest
printing techniques that can save you
time and money. Working with you
from the start, he will be able to anticipate paper requirements and to arrange
for their supply through the paper merchants that serve him. Necessarily, his
recommendations will be influenced by
the volume of his commitments; but if
his supply permits, he will be likely to
recommend the use of one of Warren's
Standard Printing Papers.
Street, Boston i, Massachusetts.
BETTER PAPER BETTER PRINTING

cUS
PAT
Warren
(STANDARD)
A Good Printer is a
Good Ally
Printing/Pa/ea
The work of planning

and preparing
effective printed pieces
is speeded and

This advertisement appears in

The Saturday Eveni
ng Post October 11, 1947
Th
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Once
a Friend
,c1 cost-free) SERVICE

Business for the training of
dvertising and Graphic Arts
into one
7ations ?
g companies
sales promoses maintain-
... now a Stranger

How the housewife cultivates the
butcher when meat is scarce!
And how quickly customers drift away
when a competitive period returns.
Tell Your Sales Story IN FULL

Businesses that make quality goods
can retain customers by describing the
merits of their products in detail. A
buyer half-informed is only half-persuaded. Therefore executives who are
building for the future are taking this
opportunity to make sure their prospects
are familiar with all the advantages of
the items they offer.
To achieve this end, they employ the
medium ideally suited to the purpose:
the medium of printed selling literature.
time by suggesting economical printing

techniques and by scheduling your printing job. He is also enabled better to
anticipate paper requirements and to
arrange for their supply through the
paper merchants that serve him. Necessarily, his recommendations will be influenced by the volume of his commitments; but if his supply permits, he will
be likely to recommend the use of one of
Warren's Standard Printing Papers.
BETTER PAPER --BETTER PRINTING

p f 6. U. S. PAT. Orp
S. D. WARREN COMPANY offers without

charge to qualified enrollees a series of
9 TEXTS
which explain the economics of business and
the function of printed literature as an aid
to management.
I. Business Its Nature
and Its Functions
pith the proben for adver,in the case of

:rative duties.
2. ManagementIts Functions and Responsibilities
3. Management and Its

Corporate Society
help
4. PrintingThe Essen-
fie have been

e direct from
rlier business
to your conguided in deeconomics of
d fully comarature as an
tial Aid to Management
5.
Forms:,
6. Printing Types and
Typography
7. Printing The Pro
cesses of Reproduction
. D. Warren
e texts which
cute a course
ivalified perthem or to
selves of this
it is not the
xts to teach
hoose media,
the business.
mship of the
e the means
id to explain
Printing Its
and Designations
8. PrintingPapers and
Their Uses
9. Mailing Lists sod
Regulations
subject matter is taken up in proper sequence and
to encourage thorough study, the books will he

mailed in consecutive order at intervals of two
weeks. Under this arrangement, the course requires a study period of eighteen weeks.
msonnel
A Practical Suggestion
When you set out on the project of
preparing booklets, brochures or other
printed pieces that explain reasons-why,
keep in mind that it pays to enlist the
cooperation of a capable printer.
A printer consulted early in the planning process can save you money and
PrintirgAocrs
:ompany, 89
its, on your
lowing inforaich you are
my, and the
e individual
receive this

will not be
insure that
(STANDARD)

The Saturday Evening Post December 6, 1947
This paper is
Warren', CUMBERLAND
Rents
erfS
i
arf
S'FAI4 DA PD)
Pritdin Paic93)
Book
for Letterpress Printing, Lithography,
Converting.
Publishing, Magazine Publishing,
This advertisement
ears in Printed Selling
December, 1947
GLOSS, White, basis 25 x 38 -70
38-7o
S CUMBERLAND GLOSS, White, basis 25 x
Read
ANY'S
COMP
MIRES
ativertisers
S. D.shr message to
for
timely
preparing
are now period ahead.
whocompetitive
the
15, 1948
See THE NING

SXItIIIDAY EVE
POST
for May
25 a 38-70
for Letterpress Printing,Lithography,Book

Publishing, Magazine Publishing,Converting.
Prink' Paierir
'STANDARD;
warren's
capitalize the potentials and to respect the

limitations of the printing processes, and
thereby to attain pleasing effects economically.
Among other things, a good printer will be
able to determine your paper requirements
and to arrange for the filling of them. Necessarily, his recommendations will be tempered by consideration of availability, but if
his supply permits, he will be likely to recommend the use of one of Warren's Standard
Printing Papers.
S. D. Warren Company, 89 Broad Street,
Boston r, Massachusetts.
Keep that Customer!

Anybody that can supply scarce merchandise can attract customers easily. But keeping
customers when rival brands appear is something else again.
As scarcities pass and buyers may again
choose freely, they show preference for
familiar brands. Then respect, not necessity,
impels selection.
You Can Create Preference
Manufacturers of worthy brands who are
currently unable to fill the needs of their customers can create preferences notwithstanding rival brands. Now, waiting buyers can be
schooled in the merits of your brand. Now,
each major and minor product advantage can
be explained again and again to future
customers.
The effective medium for creating the preferences is Printing. In printed booklets,
folders, and broadsides, brand merits can be
explained and illustrated point by point,
in
detail.
A Printer Can Help
A good printer is an indispensable aid in
planning printing to create brand preferences.
He can serve best if he participates in planning from the start. He will know how to
This advertisement
appears in Printedielling
May, 1943.
This paper is Warren'. CUMBERLAND GLOSS, White, basis
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CO PAP Business
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S. D. vi
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why yo
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book!e
folders,
scribe 3
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convinc
The man who sells a scarce item of

desirable merchandise has no selling
problem. Consumers buy without persuasion because they have little choice.
But when competing brands appear
in volume, buyers base their selections on
preference.
Then the seller who succeeds in earning preference gains leadership.
benefit at every step from his knowledge

of modern printing skills and techniques.
A good printer will be able to schedule
jobs to make effective use of available
equipment. He will be able to anticipate
paper requirements and to arrange for
their supply through the paper merchants that serve him. Necessarily, his
recommendations will be influenced by
consideration of availability; but if his
supply permits, he will be likely to recommend the use of Warren's Standard
Printing Papers.
Street, Boston I, Massachusetts.
How to Earn Preference
To earn preference for your brand,

your prospects must know in detail why
your product is superior. Each major
and each minor advantage must be explained repeatedly and with persistence.
The ideal medium for accomplishing
this task is Printing. Printed booklets,
brochures, broadsides, folders, catalogs
allow you to describe your brand in detail, to fully illustrate each selling point,
to document your story with complete
and convincing facts.
e
t'ach
gs Pe:
How to Start
To equip your business with effective

sales literature that can earn preference
for your brand you need the serNiices of
a competent printer. He will prove a
valuable collaborator if you will call him
in right at the start. Then you stand to
Prink' Fajen.

Advertising & Selling September, 1948
Printers' Ink September 3, 1948
)11 tt
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The Saturday Evening PostSeptember
This paper
I.
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'
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is Warren
CUMBERLAND GLOSS, White, basis 25
II,
1948
38-70
ilmerican Business Leaders use WARREN'S STA'

to improve profits and human
To increase
your business,
harness the selling
power of TALK!
The S. D. WARREN COMPANY message

in the January 20 Saturday Evening Post
tells you how. Be sure to read it.
IDLE TAL
can keep your fact
Chance remarks about the product
that you sell carry decisive weight with
those who hear them. If a spontaneous
opinion is founded on the facts of your
product's advantages, the hearer may be
influenced to buy.lithe comment springs
from misinformation, he may be dissuaded from giving the product a trial.
Hence, if you circulate the complete
facts about your brand, more people will
comment favorably. Then more listeners
will be encouraged to patronize you, and
orders will flow your way.
specialized
selling liter
ticularly wl
right at the
can bring hi
at every st
to completi
most in effc
A good pi
Standard I
top standar,
is striving fc
specify one
papers for t
build more
S. D. g
Street, Bostc
How to Draw Business Your Way

The ideal way to circulate facts you
want people to talk about is through
booklets, folders, broadsides, brochures,
catalogs and other types of selling literature. Printed pieces enable you to tell
your story in full and in detail, to document and illustrate major and minor features that draw buyers to your brand.
Attractive printed pieces enjoy long
life because they can be referred to many
times, thereby re-emphasizing sales
points you wish people to remember
and repeat to others.
IDLE TALK busy

factory
your
keep
can
,
CI.,.
,n,h
BETTER P
Your Staunchest Ally
Your strong right arm in the highly

Printers' Ink January 12, 1951
Industrial Marketing January, 1951
Advertising Agency and Advertising & Selling January, 1951
Some of theforms of literature, p
WARREN
'
S STANDARD PRINTING PAPERS, that
This paper is Warren's CUMBERLAND GLOSS, Doublekote, White, basis 25 x 38-70

The Saturday Evening PostJanuary
77:1,
is 'Warren's Ct NIR1:1
N0
20, 1951
\Vhite, basis 2.; X38 70
Ii
RD PRM*114
PAPERS
tions
Is public opinion
in your favor?
You'll like what people will say
about your company, your product, your service if you follow the
suggestion in S. D. WARREN
COMPANY'S current message.
Read it in The Saturday Evening
Post for November 17th and
in Time for November 12th
it
ANDARD
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PRINTING PAPERS
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printed pieces is to call in
. Describe your needs to
I work with you right from
['hen you will receive the
nefit from his knowledge of
iting techniques. And you
job done more quickly and
Business Bulletin
Good Printer
your Ally- a in the preparation

and
cAi in
steppisses is
very fir
business in generalto
The
rinssit
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Describe your
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good
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the
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work. He
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-le wants to deliver the best
nting result and he knows
perience that Warren papers
tiform, high-quality printing
D. Warren Company, 89
, Roston 1, Massachusetts.
.--",all a
,,,y
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'
PER BETTER PRINTING

-'Ploys,
"UAL,
,,STANDARD)
iig Industry
'Oat d
itinglocix
Advertising Agency and Advertising & Selling November, igsi
Printers' InkNovember 2., 1951
Industrial Marketing November, 1951
This paper is
Warren's CUMBERLAND GLDSS, White,
rt
:EMPLOYEE
LMANUALS
rinted on
are aiding Industry
basis 25 x 38-70
appears in
The Saturday Evening Post November 17, 1951
Time MagazineNovember 12, 1951
'This paper is Warren's CUMBERLAND
GLoSS,
White, basis 25 x 38-70
Allefsfee
mORSAufatleirmonowiymmla
ihnerican Business
to
Are people
in the habit
of recommending
your brand?
S. D. V1
keep
year in a.
Read S. D. WARREN COMPANY'S

illuminating message in THE SATURDAY
EVENING POST for January 19th
and in BUSINESS WEEK for January
12th.
It explains how to get people to
recommend your product and your company.
-01,1.0 I It
SINT 011...4
WARRRN's
VINC,
STANDARD 1.11IN
VARRRS
Leaders use
human relations
.1nterican Business improve profits and
so
Plain
... telling buyers of p
it's wise to work hand i;
their printers every ster
Read this S. D. WAR
PANY message in its en
Saturday Evening Post
19th and in Business IF,
ary 12th. S. D. Warre
89 Broad St., Boston 1,
be worth
can
talk
Plain
price
a fancy
This cab driver k

open to suggestion
passengers choose
recommends.
Men and womer
new ventures or to
products pay he&
others. Opinions hi
dentally often at,
founded recommen
nations. Therefort
worth a great dea
your business.
liavn
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commonly
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make plain
companies. Yoln can
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business by printto y ear
about your
talk favorable
facts
circulating the
mg and
products Ilescrip
and good
fair imlicies
booklets, broadsides,
factual
tive illustrated
catalogs 000 supply
opinions that
folders and
%dud of
substance for the
recommendations.
as
MC accepted
BETTER PAPERBETTE
Facts Can lb
Fat
STANDARD
Printing
for Letterpress Printing, LitA
Publishing, Magazine Publish
Good Prilter
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STANDARD MUNI
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pAltRY,
raw
or,
printed
aiding Industry
Onch are

Advertising Agency and Advertising & Selling
January, 195:
Industrial Marketing January 4, 1952
Printers' Ink January, 1952
WARREN'S
This paper is
Warren's
CUM BERLAND GLOSS, White,
appears in
The Saturday Evening Post January 19, 1952
Business Week January 12, 1952
This paper is Warren's CUMBERLAND Gcoss, White, basis 25 x 38-70
basis 25 x 38-70
ilmerican Business Leaders use WARREN'S STANDARD PRINTING

to improve profits and human relations
PAPERS
ed in the
COMPANY
ar message.
it in
January 10, and
EVENING POST
ary 17
1953
1952
1953
1954
1954
EAR
ss
nt thing is
he job.
How to say
HAPPY NEW YEAR
to your Business
The best way to wish your business a
prosperous New Year is this: resolve to
make sure that people speak of it with
approval.
Give them the facts about your
brand's many advantages. Let them
have booklets, folders, broadsides, catalogs and other printed pieces that explain both the major and minor reasons
why it pays to use the products you
make.
Avoid Misunderstandings
When you give people your complete
facts in print, they can speak with authority and persuasion.
Without your sales story in print,
people must, of necessity, speak from
gossip and hearsay and often misunderstandings develop which do real
harm to your business.
WARREN'S
0AD SIDE S
W
'I
warreriS
1.1. S. PAT, G A,
//i//,'ra/"1".
-/
I
arg
Why don't you plan now to let printed

selling improve profits and human relations for your business this year? A good
printer can help you create the kind of
printed pieces that will bring credit to
IA
to let printed
human relayear ? A good
e the kind of
ing credit to
rtant thing is
zrt of the job.
et pencil to
aluable busiunique skills
process.
test poss
your good name. The important thing is

to call him in at the very start of the job.
Consult him before you set pencil to
paper. Then he becomes a valuable business ally, able to apply his unique skills
at every step of the creative process.
In order to insure the finest possible
printing results, your printer will probably use Warren's Standard Printing
Papers. Warren papers have long been
identified with the most successful
printed promotion pieces, the kind that
attract favorable attention, the kind you
want for your business this year and
every year. S. D. Warren Company, 89
Broad Street, Boston 1, Massachusetts.
Your Ally A Good Printer
%EPS,
to
or
EMPLOPIE
MANuALS
Some of theforms of literature, printed on

STANDARD PRINTING PAPERS, which are aiding Industry
to appear in
Saturday Evening Post January 17, 1953
Business WeekJanuary so, 1953
One Half Page,45
4 x 12%
R. 0. BOS. 3-5 0 1449-12-17-1952
ing Industry

ilmerican Business Leaders use WAREN'S STANDARD PRINTING PAPERS
be fun
k business
Fiction may be fun

but notfor YOUR business
It isn't easy for anyone to describe with
accuracy the precise size and weight of
the fish he caught.
Likewise it isn't easy for most people
to stick to the facts when talking to
others about your product or your company. Some are inclined to exaggerate
to the point of disbelief. Some tend to
minimize or belittle.
Why do people act this way? Because
so many of them don't have the facts.
Give Your Prospects All the Facts

People must have facts if they are to
tell the truth about your product and
your company. They must have your
full story,complete with major and minor
details, in order to speak intelligently
to others about the benefits you offer.
When facts are recorded IN PRINT,
those who speak to others about your
product need never misrepresent its
merits for lack of information.
Printed pieces such as booklets, brochures, bulletins, broadsides, folders, reports, catalogs can help you achieve the
kind of reputation you are striving for,
on an extensive scale and this advantage can be reflected in a more
favorable competitive position for your
product and your company.
Your AllyA Good Printer

Once the need for persuasive printed
pieces becomes apparent, put RULE
No. I in effect immediately.
RULE No. i is this: Call in a good
printer and make him a member of your
planning and creative team right away!
Only then can he contribute from his
experience and skill most effectively
and save you wear and tear and money.
He will probably print your selling
literature on Warren's Standard Printing
Papers. He wants to deliver a tiptop job
and he knows that Warren papers will
help him accomplish this objective with
economy.
S.D.Warren Company,89Broad Street,
Boston z, Massachusetts.
A for persuasive printed

apparent, put RULE
immediately.
is this: Call in a good
'e him a member of your
reative team right away!
he contribute from his
skill most effectively
ar and tear and money.
ably print your selling
rren's Standard Pri n tin
ts to deliver a tipto
t Warren
BETTER PRINTING
BETTER PAPER
[tEl,
our Ally
ood Printer
PAT
its
_I
.I
(STANDARD)
PrintirgiPaiers
Some of theforms of literature, printed on

WARREN'S STANDARD PRINTING PAPERS, that are aiding Industry

U. S. News and World ReportFebruary ii, 1955
The Saturday Evening Post February II, Igss
Business Week February 12, 1955
This paper is Warren's CUMBERLAND Guns, White, basis 25
x 38-70
e, printed on
that are aiding Industry
ilmerican Business Leaders use WARREN'S STANDARD PRINTING

PAPERS
Double-Barreled
Sales Plan
for Your Business

We call this sales plan double-barreled
because it aims to deliver double benefits
to you: (a) a profitable volume of immediate sales, and (b) a profitable future
growth.
Barring a war, the American economy
promises to continue its unprecedented
expansion: greater numbers of family
units with progressively greater demands
to be made on consumer and industrial
production. Your business has a right
to expect to share in this larger sales
opportunity.
In order to obtain your rightful share,
however, it is wise to give serious consideration to this fact: People do not
automatically become your customers.
People must be educated to appreciate
the superiority of your product and
service they must be given all the
reasons, major and minor, why it pays
to prefer your brand.
PRINTThe
Great Educator
Putting your full sales story in PRINT

in the form of booklets, brochures,
bulletins, folders, manuals, reports, catalogs, annuals is the effective way to
educate more and more people to become
your customers. Printed pieces not only
sell your product and service direct to
readers. Printed pieces do more: They
provide conversational material about
your brand, stimulate people to talk up
1. ER S
the features of your superiority, help to

pass along your selling points to more
and more individuals now and in the
future.
Your AllyA Good Printer

In planning and creating effective
printed pieces, make full use of your
printer. Call him in at the very outset of
a printing job, not part way through.
Make him a partner in every phase of
the work. A good printer can take much
of the load off your shoulders and save
you time and money.
He will probably specify Warren's
Standard Printing Papers for he knows
he can depend on their bright, uniform
printing surfaces. He wants top quality
printing results and Warren papers
deliver just that, time after time after
time. S. D. Warren Company, 89 Broad
Street, Boston r, Massachusetts.
BETTER PAPER -BETTER PRINTING
Printingfi9ene
BROADSIDES
if
00"tr
Some of the forms of literature, printed on

aiding Industry
WARREN'S STANDARD PRINTING PAPERS, that are

U. S. News and World ReportMay II, 1956
The Saturday Evening PostMay 12, 1956
Business WeekMay 12, 1956
This paper is Warren's CUMBERLAND GLoss, White, basis 25 x38 -70
July 2016
T H E
R E F L E C T E D
W O R K S
The names, symbols, logos, and all other intellectual property

of the companies, brands, and people appearing herein
are the exclusive property of their respective owners and should
not be interpreted as an endorsement of or by Sappi;
any legal and equitable rights in their intellectual property
are exclusively reserved to those owners.
SAPPI is a trademark of Sappi Limited. The SAPPI ETC . logo
and WARREN are trademarks of Sappi North America.
2016 Sappi North America. All Rights Reserved.

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A D V E R T I S I N G

S.D. Warren Advertising

For more than a century,

Explore a collection of these ads from 19461956

One reason why some plants are idle or

Among other things, a good printer will

A Duty ofSuppliers to Industry

Consult a Printer Now

for Letterpress Printing, Lithography, Book

BETTER PAPER BETTER PRINTING

Outdated or incomplete catalogs need to be

Consult a Printer Now

'he curis taxeduliod

for Letterpress Printing, Lithography, Book

IJARTUN, L/UKSTINE 0C-1,5110KIV,

You'll get the answer to

SATURDAY EVENING; POST

Where Can They Be Found?

How a Good Printer Can Help

Work stoppages may result from

nation's industry receives a setback.

Where Can They Be Found?

How a Good Printer Can Help

for Letterpress Printing, Lithography, Book

A printer that participates in planning is

-s, and requires that

Why You Should Start Now

pEo. U.S. PAT. OPP.

... or in the red?

BETTER PAPERBETTER PRINTING

3rompt action. The demand

mand constitutes an especial

provided by printed selling literature

'ER BETTER PRINTING

Two-Thirds Page, 49-i x so

Printing, Lithography, Book

BATTEN, BARTON, DURSTINE & OSBORN, INC.

in the Prbruary Nth issue of

Of course not every line of merchandise in a

es quick completion of orders,

g demand constitutes an especial

ind for printing

P. 0. DOS. 7-42-6 1-21-1947

that particitabled thereby

P. 0. SOS. 7-42 6 1-21-1947

The Saturday Evening Post February 8, 194;.

for March 8, 1917

Grab-bag buying won't last forever

serve him. Necessarily, his recommendations

BETTER PAPERBETTER PRINTING

is why the product that

for Letterpress Printing, Lithography, Book

ren Company, 89 Broad

The First Step

sons why the

so that he may aid

for Letterpress Printing, Lithography, Book

BAll EN, BARTON, DURSTINE

WARREN COMPANY offers

Buyers Will Want ALL the Facts

simplified when you enlist the aid of a

BETTER PAPER BETTER PRINTING

The work of planning