RICHARD WEBSTER, Editor
As was specially pointed out in last month's issue of
WALLPAPER, the modernization campaign, with Gov
ernment promotion, Government prestige and Government
funds and credit back of it, is bound to help all interior
decoration, and particularly all irremovable installations
as distinct from the furniture that our French cousins
call meubles or movables, since Federal loans are avail
able for the wallpaper that is pasted on the wall and the
linoleum that is cemented to the floor. An early January
release from Dun Bradstreet, Inc., on The Paint and
Wallpaper Trade" stresses the gains to be expected from
this Government activity.
They say: "The widest gains were reported from the
Southeast, Southwest, Middle West, and the Pacific
Coast. The improvement in collections has been one of
the most encouraging developments of the year, as more
customers discounted, more paid promptly, and the list
of past due accounts has been reduced to the smallest size
in four years."
Note two things. Check on these figures and facts
two ways. For the year just past, has your sales record
shown improvement? And, secondly, as you go into the
New Year, be on the lookout to expect even better gains
About Wallpaper particularly, the Dun Bradstreet
release has these three important paragraphs, which we
strongly commend to our readers
"From the uncertain position occupied in home deco
rative planning for several years, wallpaper has emerged
more popular and more beautiful than ever. Due to the
enterprise and resourcefulness of manufacturers, the
season's wallpapers are so artistic in conception and so
varied in treatment that there now are designs to suit
every possible kind of interior, to harmonize with every
mood, and to overcome all decorative shortcomings. The
growing popularity of this form of wallcovering is
revealed in the figures on output which were IS to 25
per cent higher in units and dollar value than in 1933,
with the increase running to a larger percentage for some
of the cheaper grades.
"Orders for spring delivery are topping last year's
good volume, in spite of the generous buying at that
time, in order to cover against advancing prices. Al
though the largest gain in orders is for the cheaper
grades, buying of the better qualities is heavier than last
season. Orders to date are for preliminary stocksbut,
judging from the frequency of inquiries, reorders doubt
less will exceed the number booked for any spring in
three or four years. The trend is strongly toward the
washable papers in the medium and the better grades.
"There have been some price advances in the cheaper
grades of wallpaper, but close competition in these lines
has restricted the markups on many of the offerings,
which should be selling at a higher figure, in view of
the increased wages and the rising costs of materials."
Wm. L. Johnson, manager of the wallpaper and paint
department of the C. M. Kimbrough Co. of Muncie,
IN response to a good many inquiries, The
Wallpaper Magazine is printing each month a
reproduction of a line drawing suitable for dealer
advertising in newspapers.
These drawings are planned to show the value of
wallpaper design in a room, and the patterns are
large enough to give some suggestion as to type.
Mats of these cuts are available to dealers at 50
cents each for use in their newspaper advertising.
In writing be sure to order them by number, as
there will be a different one in each issue. Keep
your file of available cuts up to date.