7m oa | eo : : ' | | i | | |e ; | é y as we \ : v [s a : ie Noli Bok | | | | the: : a; Ywy a ; i Soe a iat NY | ie Hl aes 9 »>» | HH i ie : | ‘Bias fo, : i ll | i ! h a a | } | if : HI y a : | a 1 Hi | | i | i || i BN 1 | : a ) a 7 oF a : : | ok an eee iii Wa dl | | ae 7 i i Ai a a | Il : oe : ie . il | | 4 | @ | : ; oe — AW y | | f | ATAU | Hil | AAA : oo / VW ae | . : ne lk a oe : | | | ce : ay a | | oe 8 J emis Peer UL HINIS for Linoleum Salesmen ye i Mme Mn i H A Handbook for the Man Who Sells Armstrong’s Linoleum to the Consumer @) Reg. U. S. Pat. Off. ARMSTRONG CORK COMPANY Linoleum Department LANCASTER, PA., U.S.A. “nisi im cine sal 0000000000000 0A sf KIS Patio “S y < An inviting breakfast room floored with Armstrong’s Parquetry Inlaid Linoleum—Pattern No. 650 Copyright 1918 by Armstrong Cork Company, Linoleum Department, Lancaster, Pa. All Rights Reserved CY Helpful Hints for Lmoleum Salesmen in the linoleum field that the salesman who does not keep adding to his stock of linoleum knowledge cannot possibly get his full share of linoleum business. The rapid increase in the scope and variety of patterns alone suggests how rapidly these new ideas are forging to the front. Not so long ago, linoleum was thought of only in terms of tile and mosaic designs, suitable for kitchen, pantry and bathroom. But now the Arm- strong Line alone comprises approximately 380 designs, including parquetries, jaspés, mattings, “carpet” inlaids, granites and several new and beautiful plain colors. Nie developments are coming so fast This growth in linoleum designing is in response to a real demand for linoleum for every room in the house. You know that in Europe the artistic possibilities of linoleum have been developed to such a degree that many fine homes have linoleum floors throughout. And now the idea of linoleum for every room is spreading to America, and opening wide the door of opportunity for every floor covering salesman. The Armstrong national advertising cam- paign—inaugurated in the fall of 1917—has already stimulated the demand for colors and patterns suitable for living-room, dining- room, hall, bedroom, library, nursery or enclosed porch. This campaign is under the direct supervision of Frank Alvah Parsons, a prominent American authority on interior decoration. As fast as the inquiries come in we are turning them over to the merchants. And that is helpful for the salesmen as well as for the merchant. Other recent developments upon which the linoleum salesman needs to keep himself well posted are: |. The rising cost of hardwood is hastening the day of linoleum as a floor—a sanitary base on which to throw fabric rugs. 2. The growth of fireproof construction, even for residences, is raising linoleum to new dignity and importance. Linoleum is not fireproof, but its use, in place of wood floors, radically reduces the volume of combustible material required for flooring purposes— especially since the wooden sleepers, which must be embedded in the concrete floor slabs if wood floors are used, are not required to hold linoleum in place. 3. The widespread movement for better sanitation in homes gives still another impe- tus to linoleum selling. You know that linoleum is much more sanitary than wood floors because the linseed oil in linoleum itself tends to destroy disease germs. 4. This is also the age of the Home Beau- tiful movement. The Armstrong national advertising campaign—under the supervision of Mr. Parsons—helps to make this move- ment a part of the linoleum salesman’s stock in trade. For Mr. Parsons is known as a leader in the new movement which seeks to popularize the Home Beautiful. And all Armstrong advertising is designed to show Armstrong’s Linoleum as a logical and insep- arable part of intelligent, artistic room-by- room decoration. “The Art of Home Furnishing and Deco- ration’ is, in fact, the title of a book which Mr. Parsons recently prepared for our exclu- sive use. It sets forth the principles of interior decoration and their relation to linoleum floors in a remarkably interesting and instructive style. No matter what his ability or experience may be, every linoleum salesman should master the principles of this book.* Those who do so will be just so much the better equipped to influence the people of real taste and refinement in their communities—the very people whose ap- proval of linoleum for every room in the house is needed to help raise linoleum to the dignity that now rightfully belongs to it. To illustrate his book on home decoration, Mr. Parsons designed a number of beautiful colorplates, which have also been inserted in this publication (pages 19-38). You can readily see the value of these interiors to you. * “The Art of Home Furnishing and Decoration”’ will be sent postpaid for 20c in stamps. This nominal charge—less than half the actual cost—is to insure the publication reaching only those who are genuinely interested. It is next to impossible to tell a woman by word of mouth how linoleum is going to look on her floor. But you can open this book and show her the colorplates. And that will at least give her some idea of how a parquetry inlaid will look in her living-room, a jaspé in her hall, or a plain linoleum in her library. Some of the most successful linoleum sales- men keep a scrapbook in which they paste every interesting interior that they can secure from women’s magazines, trade papers, etc. If they happen to be clever at drawing, they also sketch in rough ideas of their own. Such a book is especially valuable if you are selling rugs, chairs, lamps or any other house fur- nishings in addition to linoleum. 5. No modern salesman can expect to get all the business by waiting inside for it. He must go outside as much as possible in order to secure the fullest possible volume of sales. Later on in this book we shall describe some of the interesting ways in which salesmen have made large sales of linoleum by means of timely outside solicitation. 6. The linoleum salesman’s sale only begins in the store. He cannot afford to consider it finished until the floor is actually laid and the customer says, “I’m thoroughly satis- fied.” Again you see how necessary it is for salesmen to study the principles of modern interior decoration as well as to keep acquir- ing all the new arguments for Armstrong’s Linoleum. This also brings up the whole subject of the proper laying and care of linoleum, both of which are fully treated in subsequent pages of this book. 7. Selling Armstrong’s Linoleum as the logical part of a scheme of interior decoration fits in well with the plans of the salesman who sells rugs, hangings or furnishings as well as linoleum. When selling a rug, the salesman will always find it profitable to ask what kind of a floor it is to be used on. If the answer is an ordinary wood floor, suggest the use of linoleum of an appropriate color in connec- tion with the rug. Such action may mean two sales instead of one. 8. There are times when the salesman would be glad to have on the tip of his tongue the facts which apply to Armstrong's Linoleum alone. These facts are set forth on page 40, while on pages 41-46 is given an interesting account of how Armstrong’s Lino- leum is made. Now let us take up some of the foregoing points in greater detail. Linoleum versus Hardwood A leading representative of a well-known office furniture manufacturer recently said upon the subject of choosing floor materials for offices and public buildings: “For the finished floor, the prospective customer usually has his choice of three materials, oak, maple or linoleum. Oak is out of the question, because of its cost. “Thus the choice is narrowed down to maple or linoleum. Considering first cost alone, a good grade of plain linoleum on a 4,000-square-yard office floor would cost from $500 to $600 less than a maple floor of similar size—scraped and waxed ready for use. “Moreover, the fact should not be over- looked that when maple floors are used linoleum runners in the main aisles are usually recommended by the maple floor people. In the case I am speaking of, approximately 600 square yards of linoleum would be required for runners, which with the brass binding would cost approximately $1500. In other words, the difference in first cost in favor of linoleum floors throughout would be about $2000 if the runners were used. “But when the cost of maintenance is also taken into consideration, the case for lino- leum floors is beyond argument. For to main- tain 4,000 square yards of maple floor in good condition—with refinishing once a year— would certainly require an expenditure of from $1000 to $1200 per annum. Whereas the linoleum would never require refinishing and could be kept waxed by the women who do the ordinary cleaning at a very slight expense. They would simply dust off the dirt each evening and go over the surface with an electric waxing machine which removes all footmarks.” He was talking about large linoleum instal- lations, yet practically everything he said applies at least in part to residential floors. You know that linoleum is more economi- cal than hardwood, and easier to keep clean and free from scratches. You know that it deadens sound and is comfortable underfoot. Thickness for thickness, it is a better non- conductor of heat than hardwood. With rugs thrown about in the usual places, linoleum makes a comfortable floor in winter, and there is no cooler floor in summer. Besides, consider the artistic possibilities of linoleum. When made to harmonize with everything else in a living-room, a bedroom or dining-room, it looks just as attractive as hardwood. Frank Alvah Parsons says on this point: “Linoleum as a floor is not a substitute for stone, wood, tile or clay. It is another material, recent in conception and suited to particular conditions, because of Reception hall in a residence at Neffsville, Pa. properties that neither stone, clay nor wood have in exactly the same proportions. ” In other words, from every point of view, linoleum now stands on its own legs as a practical and attractive floor for any room in the house. So why shouldn’t the Arm- strong salesman take more and more of the floor business that is now going to the hard- wood dealer? Proper faith in linoleum and the right application of energy to linoleum selling are all that are needed. Schenectady Couple Choose Linoleum Here is an example of how one man who sells Armstrong’ s—Ralph D. Bugden, Mana- ger, Carpet & Linoleum Department, H. S. Barney Company, Schenectady, N. Y.— turned hardwood into linoleum: Three ladies called at the store, one of whom stated that she was shortly to be mar- ried and that her future husband was building a bungalow, which they were going to furnish. The young lady’s mother wanted to look at The floor is Armstrong’s Parquetry Inlaid Linoleum 5 mattings, but Mr. Bugden led them directly opposite an Armstrong display which was on show in the linoleum section. In Mr. Bugden’s own words: “‘I laugh- ingly called their attention to the display, saying, ‘There is your bungalow, what do you think of the idea?’ The mother had really never heard of linoleum being used for any place but the kitchen. The daughter became interested as I explained the advan- tages of linoleum for all floors. It is easily kept clean, perfectly sanitary, does not break up as does matting, no dirt can get under it, beds are easily rolled around. Then I called their attention to the many beautiful designs and effects in which linoleum can now be secured. “The mother pointed out that all floors were to be finished in oak. I asked if the floors had been laid. They had not been. Could the contract be changed so as to put down pine floors? She did not know. “T could not get them to decide on any- thing, but I felt that I had made some impression. | went to my desk and took out Child’s bedroom in a villa in Switzerland. my Pocket Size Pattern Book and gave it to the mother. I called attention to a few of the matting effects, and asked her to show it to her future son-in-law. They thanked me for my trouble and went out. “Last Friday evening a young couple came into the department and asked to see me. Coming forward, I was greatly surprised to see the young lady I had met six weeks ago and her husband-to-be, to whom she intro- duced me. “After passing a few remarks about the weather, the young man informed me that the bungalow would be finished in two weeks, that pine floors were being laid, and that linoleum was to be used on them. From out of his pocket came the handy pattern book with patterns for living-room, dining-room, two bedrooms, bath and hall, and kitchen lead-penciled for purchase. The total amount of the sale was $81.50.” This example shows that a good deal of the floor business now going to lumber dealers could be switched to linoleum with compar- atively little trouble. The delicate pattern of the linoleum is indistinguishable in the photograph 6 Linoleum as Part of Interior Decoration Let us review for a moment some of the important points that Mr. Parsons brings out in his book, “The Art of Home Furnishing and Decoration,’ and then see how these principles apply, room by room: ‘An artistic home means enjoyable living. The art of buying the most appropriate fur- nishings and decorations for the home leads logically to intelligent decoration, the art of arranging the furnishings and decorations so as tomake possible a thoroughly attractive home and keenly enjoyable living for the family. “Take, for instance, the problem of a particular room. The first question to ask one’s self is: “What is this room for?’ If it is a dining-room, it is a place in which to eat in peace. If it is a living-room, it is to live in and should have a quiet, restful, refined and otherwise pleasant atmosphere. If it is a bedroom, it is to rest and sleep in. From whatever standpoint the room is viewed, the question of use comes first. Any- thing in the dining-room that interferes with eating in peace is in bad taste. Whatever appears as decoration in the living-room that is unrestful, tawdry, common or unessential, is inartistic. If the bedroom contains any- thing that is out of tone with its general spirit; if it contains anything that makes for other than an atmosphere of calm content- ment and deep, sound sleep, it should be removed at once. Let this point of view spur us on to make an investigation of our houses —room by room—and alter or remove everything that strikes a jarring note. ‘Let us start with the bedroom. Are there spotted fabrics or papers on the wall, the spots on which one involuntarily counts, even after going to sleep? Are there a half dozen small pictures in black frames against a white background, so hung that successive steps are formed which resemble the front hall stairs? Much can be done in house decoration by elimination, and the strongest argument for this process will be found in submitting each room to the test as to the performance of its proper function.’’ The linoleum salesman who will inform himself a little about the use of color in the home can give his customers many valuable and seasonable hints as to the proper choice of linoleum patterns, hangings, furnishings, etc. Send for Mr. Parsons’ book, and read what the author has to say about the use of color to express personality and the use of form to express ideas. Another important fact, brought out by Mr. Parsons, is that the spirit of the whole house should be the spirit of each room. That is to say, if the dining-room is Old English, the sitting-room should not be Louis XVI, but also Old English. Mr. Parsons’ interesting comments on how floor styles change with the customs give us a clearer view of the fact that conditions, if not customs, will make linoleum more and more the style in this generation. Mr. Par- sons says: “Traditions have generally obtained in each generation and fashion as to what materials should be used in various parts of the house and how to use them. The original ideas which went to establish these traditions or manners differed in their origins, but were always the logical outcome of times in which they were developed. For instance, the walls of the house in the Italian Renaissance were of stone. Steel was not thought of and wood unsuited, while in American Colonial days wood was the most plentiful material and the quickest and easiest to handle in building in the manner in which the people lived. ‘At various times climate, geography, reli- gious and social customs and the develop- ments of science or art have changed condi- tions, and with this, methods and materials have undergone similar changes. “Floors, for example, have mostly been made of clay, stone, tile or wood, dictated by one or more of the modifying influences of which we have spoken. Wood cannot take the place of stone, neither should it try to pretend to do so, but there is no denying that one is better than the other under conditions and that neither is the only good floor under all conditions. “Linoleum as a floor is not a substitute for stone, wood, tile or clay. It is another material, recent in conception and suited to particular conditions, because of properties that neither stone, clay nor wood have in exactly the same proportions.” In an article, entitled, “Linoleum, and the Art of Interior Decoration,’ a European authority says: “Linoleum owes its first suc- cess to its hygienic and economic advantages. For a while its application was restricted to being a substitute for Smyrna carpet and polished wood floors. Later, a new departure in decorative art came into existence, which was the result of the intermingl’ng of modern ideas for the decoration of floor surfaces with the practical advantages of linoleum. Lino- leum, in fact, is the offspring of the artistic tendencies of the present time and in its way has already become indispensable, having taken its place as one of the recognized resources for interlor decoration—not only for the richest and most dignified, but also for everyday purposes.” Linoleum for Every Room in the House For the Living-Room We start with the living-room first, because it shows the possibilities of Armstrong’s Linoleum at their best. The very name— living-room—suggests comfort, ease, and beautiful, artistic surroundings. You can help your customers to select Armstrong’s Linoleum in patterns and colors that will harmonize perfectly with the walls, ceilings, hangings, furnishings and rugs. Linoleum will add distinctly to the comfort and livable qualities of the living-room, and it will make a floor there that any woman would be proud to show to visitors. Say that the wall is of paneled wood (or suitably papered), making an appropriate background for the chairs, table, couch, bric-a-brac, lamps and rugs. In that case, there could be nothing better for the floor than one of the parquetry inlaid designs, or one of the jaspé (moiré) effects of correct color and pattern to suit everything else in the room. (See pages 19, 22, 23 and 28.) Such a floor looks like hardwood, can be polished like hardwood, but is more practical and less expensive than hardwood because it is easier to lay and easier to keep clean. It is just as durable, and is even more comfort- able because of its quiet resilience underfoot. Running an oil mop over it daily with an occasional waxing usually suffices to keep such a floor clean and sanitary, because it presents a smooth, unbroken surface. Some of your customers may prefer the less expen- sive printed wood or carpet patterns shown on page 38. For the Hall The hall is the first place that visitors see in a home. It should be simple, practical, cheerful, hospitable and in perfect taste. The appearance of the hallway on page 20 sug- gests these qualities. The pleasing jaspé linoleum floor is combined with plain plaster walls, a beautifully designed stairway, light- ing fixtures and other decorative essentials of the simplest kind. It is so easy to keep Armstrong’s Linoleum fresh and _ inviting that a hall floor composed of that material proclaims the neatness of the housewife to all visitors the moment they cross the thresh- old. Yet it is no tax on any woman to keep such a floor looking that way. (See pages 21 and 28.) No matter what the decorative treatment of the hall, Armstrong’s Linoleum—ainlaid or printed—will provide rich, polished floors in mellow tones that will harmonize perfectly with rugs, walls and furniture. The range of colors and designs for halls, dens, libraries, sun parlors or conservatories is amply wide for all purposes, all tastes. The durability of good linoleum is another factor. The number of footsteps it would take to wear it out could never be estimated, and dripping umbrellas and wet rubbers do not damage it. For the Dining-Room An attractive place to eat in is half the sauce to appetite and good digestion. A person may enter such a room jaded, dispir- ited, with no desire for food. But if his sense of artistic fitness is gratified by the furnishings A library in Europe, showing an effective use of a small linoleum pattern with a dark plain linoleum border and decorations—if the general spirit of the room is one of invitation and good cheer—the diner is refreshed and re-stimulated. And he finds himself turning with real relish to his food and table companions. On the other hand, uncongenial, disquieting surroundings are sure to have a depressing effect on a per- son’s appetite and digestion. Here again, the problem is to relate the floor to the walls, the furniture, the rugs, and everything else in the room. Fortunately, however, the wide variety of Armstrong pat- terns simplifies the problem with regard to any type of dining-room. The plain lino- leums (without any pattern) can be had, as you know, in tan, blue, green, brown, rose, light gray or dark gray. The jaspe patterns show grains running through them that resemble watered silk. The printed designs range from the simple and unobtrusive to the most elaborate. Linoleum floors are smooth, and, of course, their sanitary and long-wearing qualities, and the ease with which they can be cleaned and kept clean, especially commend them for dining-room use. Remind the customer that her servants, as well as herself, will appre- ciate Armstrong’s Linoleum floors throughout the house. (See pages 19, 24 and 25.) For the Bedroom In his book, “The Art of Home Furnishing and Decoration,’ Mr. Parsons has well pointed out that sound, refreshing sleep is most possible in a bedroom the atmosphere of which suggests coolness, restfulness and perfect aloofness from the busy, noisy world outside. And he also points out that such a room should be softly beautiful and refined. And, of course, it is obvious that a sleeping room should be kept absolutely clean and sanitary. These considerations make linoleum the natural, logical floor for a bedroom. For if the general furnishings and decorations are softly beautiful and refined, Armstrong’s Linoleum can be obtained in colors and pat- terns that also are softly beautiful and refined. Call attention particularly to the printed _ matting and carpet effects, and the plain and jaspe linoleums in light shades of tan, gray, rose and blue. Linoleum is not one whit colder than hardwood, since naturally fabric rugs will be placed beside the bed, in front of the dressing table, etc. Suggest to your customers that if the present coverings on the floors of their bed- rooms are so hard to keep clean that they are seldom thoroughly cleaned, they are in them- selves the most powerful argument for the cleanly and sanitary cualities of Armstrong’s Linoleum that possibly could be offered. Tell them also that Armstrong’s Linoleum is relatively easy to install, and that in the long run it makes the most economical floor for every room in the house. (See pages 29, 30 and 31.) For the Bathroom Water is always being spilled on the bath- room floor. It rots carpets and rugs. It gets into the cracks of tiling and in time may cause the tiling to come up. What is most needed in a bathroom, therefore, is a floor that is proof against moisture, easy to clean, sani- tary, comfortable and durable. And it cer- tainly should not be a floor that a hostess would be ashamed to show visitors. It should not suffer from comparison with the floor of the room from which it leads. The designs of Armstrong’s Linoleum, which are offered for the bathroom, combine cleanable, sanitary, comfortable, durable and beautiful qualities in the highest degree. (See pages 28, 30, 31 and 38.) For the Nursery Mr. Parsons points out that both the color and texture of objects used in a child’s room should suggest cleanliness, freshness, cheer- fulness and durability. At the same time they should represent his interests and his pleasures. To all these ends linoleum is expressly adapted. The first need of the nursery is that it shall be sanitary. Most of the time, the children are running, romping, rolling or tumbling over the floor. If there are cracks and crevices there to hold dirt and germs, the health of the little ones is imper- iled. But Armstrong’s Linoleum is practi- cally germ-proof and has no cracks for dust and dirt to lodge in. It is a tough, elastic floor that wears well under scuffing feet, that breaks falls, and that has no rough edges to damage dainty dresses. The cheery, dainty colors and patterns, especially designed for the children, are popular sellers. (See pages 29>32and 55.) For the Sun Parlor and Sleeping Porch Many people do not consider a house com- plete nowadays unless it has a sun parlor and a sleeping porch. And here again, to secure a thoroughly satisfactory floor is a trouble- some problem, but linoleum solves it nicely and economically. Laid properly, linoleum is well-nigh waterproof, and the wide range of colors and patterns makes it easy to select a floor that will harmonize with the furnishings and trim. Granite linoleums, which resemble terrazzo, or some neat tile effect, will be found especially pleasing in sun parlors. (See pages 19, 36 and 37.) The use of linoleum on open porches constantly exposed to the weather is not recommended. For the Kitchen and Pantry Spotless and sanitary are adjectives that associate naturally with the nouns, kitchen and pantry. Hence a kitchen or pantry floor that requires frequent long and hard sessions with the water pail and scrubbing brush should be quickly changed to a linoleum floor. Occasional waxing and daily - wiping with an oil mop or cloth keep such a floor as spotless and shining as the proverb- ial Dutch kitchen (unless there is an unusual amount of dirt tracked in). And the bright, handsome Armstrong designs—printed or inlaid—he!lp to make the kitchen a more cheerful place to work in. And isn’t that important for any woman who has to spend a good deal of her time there? The average kitchen floor or floor covering quickly wears out. For that reason, the exceptional dura- bility of good inlaid linoleum is a point worth keeping in mind. (See pages 34, 35 and 38.) For Vestibule, Laundry and Closets All the points just mentioned hold equally true for vestibule, laundry and closets. Arm- strong’s Linoleum—either printed or inlaid— will provide floors that are comfortable under- foot, sanitary, durable and easy to clean. The Germicidal Properties of Linoleum An excellent sales argument to use with the housewife is the germ-destroying action of linoleum. The following is an abstract of an article in a European technical journal: “The experimenter worked on inlaid lino- leum that was seven years old and found that the tendency of all bacteria in the room was to collect on the floor. He found that the virulent typhosus and streptococci or pus formers were killed in eight hours, and that A bedroom in the residence of Mr. C. A. Ludden, Lancaster, Pa. allimpure micro-organisms brought in by dirty shoes were killed. He also did some work on the comparison of the bacterial content of rooms laid with carpet and linoleum, and found a wide difference in favor of linoleum. “The bactericidal power of linoleum is due to the fact that acid gases, including formal- dehyde and formic acid, strong bactericidal agents, are constantly given off as a result of the linoxyn formation [oxidized linseed oil].”’ The floor is Armstrong’s Plain Gray Linoleum Profitable Digging on the Outside The linoleum salesman who is content to remain always inside cannot possibly dig up all the linoleum business in his locality. Every new building that goes up—church, library, school building, store, office block, apartment house, bank or lodge-hall—is his cue to go out and do his best to make linoleum the material for the new floors. Every re- moval notice provides another cue. Keep after the home buyers, also. Per- sonal calls on a live list of selected prospects will pay large dividends. Your customers will be glad to have you show them the Arm- strong colorplates right in their own homes. Then with the Pocket Size Pattern Book to enable the customer to select the patterns, and the Pocket Size Quality Sample Book to indicate the exact thickness, the order can be taken and rooms measured at once. In many of these homes, you very likely will find that the Armstrong national advertising has already gotten the prospect favorably disposed towards the idea of linoleum for every room in the house. In this connection, it will pay you to keep a Prospect Book. In it you can include the names of the people who tell you: “We shall come back next month;”’ the people who write in from time to time; the people who are building or moving; and good names that you gain from other sources. Then follow them up at the proper time. One Order Secures Another Mr. E. E. Found, of Hillsdale, Michigan, is one Armstrong salesman who woke up an almost dead small-town linoleum market by getting out on the street. Here is his story: “The first place at which I solicited lino- leum business was the barber shop where I was a customer. We put a neat pattern of Armstrong’s Parquetry Inlaid on the floor, and laid it in fine condition. The new floor was very attractive, and the barber was much pleased. “A few days later, the druggist next door decided that he wanted a floor like the bar- ber’s in his store, and gave me a good order. Later, two other barber shops bought lino- leum, and additional orders soon followed. “As the direct result of my sale to that first barber, we have enjoyed during the past six years very good linoleum business. That has been due to the fact that we have sold only linoleum of good quality. People have con- fidence in our store and goods, and know that we make a point of laying linoleum properly. But I don’t wait for orders to come in to me, I go out and solicit them.” Quick Action Se Orders e / cures D. R. Myers, of Robertson Brothers Com- pany, South Bend, Ind., apparently is not waiting for linoleum business to come to him, either. Here is what he says: “One morning I learned that a large cor- poration in our city was in the market for linoleum. I immediately called on the pur- chasing agent. He told me what they wanted and | went over the floor space and figured out the yardage, about 3,500 square yards. Early the next morning, I went into Chicago and found what delivery my jobber could give me, and what the price would be. “The following day I went again to the purchasing agent and made him a definite proposition with guarantees as to the time of delivery and the laying of the goods. The next morning he telephoned me that he would accept my offer on Armstrong’s Linoleum. At once I telephoned my Chicago jobber, instructing him to ship the sixty rolls of Armstrong’s Battleship Linoleum he was reserving for me. We received the shipment promptly and made a good job of the laying. The customer was more than pleased. “We have secured other orders because of the way in which we handled this incident.” Fast Thinking Closed This Sale _ ae In ae! LI Outside solicitation puts the linoleum salesman on his toes both mentally and physically. To Reese Meredith, of Fowler, — Dick & Walker, Wilkes-Barre, Pa., goes the credit of making a glass of mustard sell two rolls of Armstrong’s Linoleum. “The manager of a packing house whom I was soliciting,’ says Mr. Meredith, “asked how long I would guarantee a certain grade of linoleum to wear. He said that a competi- tor had offered a guarantee of twenty years. On top of the manager’s desk stood a glass of mustard, one of the company’s products. | picked it up. “To you guarantee how long this glass of mustard will last?’ I asked. “The manager laughed. ‘No,’ he said. ‘I don’t know how many people are going to use that glass of mustard.’ “Just the same with Armstrong’s Lino- leum,’ I replied. ‘It’s a good quality product and will give good service, depending on how many people walk on it each day.’ “The order I got was for two rolls of Parquetry Inlaid, pattern No. 580.” Tracking Down a Newspaper Lead N. L. Ferslev, “The White Store,’ Green Bay, Wis., recently turned a newspaper item into a paid-in-advance order for five rolls of ' Armstrong's Battleship Linoleum. He read in the morning paper that a local auto truck manufacturing company had let a contract for the erection of a large, modern plant. It occurred to him: “These people would have large offices which should be covered with battleship linoleum. I had no idea whether the archi- tect had considered using linoleum or not, but decided that linoleum ought to be used in the offices, and that I would get a con- tract for furnishing the necessary goods. “T started out to do this the next morning. The first step was to get the floor space from the blue prints, which were looked over and measured up at the contractor’s office. Next, with quality samples, measurements and prices, | interviewed the man in authority, presented the reasons for using linoleum, present and future prices, prospects of de- livery and the quantity required. “My chief arguments for installing lino- leum were the long service it would give, how well it would look on the floor, how soft and resilient it was to walk on, and that it was almost a noiseless floor, expecially desirable in offices. “My selling arguments for immediate action were the rising market and the uncer- tainty of future deliveries. I also called attention to several other business buildings where we had installed linoleum. “Before the walls of the new plant were half up, I had the order for 256 square yards of one-quarter inch brown battleship lino- leum, or about five rolls. This linoleum is now in our warehouse awaiting the time when the building is ready for it. The best part of it is that we did not have to wait for our money until the linoleum was laid. “This experience demonstrates that it is not always necessary to wait until a building is finished before getting an order for linoleum. In fact, in most cases, the sale should be made before the building is ready, to avoid delay. Where there are reasons for taking action early, such facts, if rightly presented, will help close the sale at once.” A “Fire Sale” of Armstrong’s Linoleum A leading restaurant in Corydon, Ind., was badly damaged by fire and the owners de- cided to erect a new building. Mr. R. F. Rowe, of J. L. Rowe & Son, of that city, thought that this would be a good oppor- tunity to call on the owners. He did so, tak- ing with him the Armstrong Pocket Quality Sample Book and the Pocket Size Pattern Book. “Printed linoleum,” according to Mr. Rowe, “‘had been used in the old restaurant, and the owners thought that battleship linoleum was too high in price. I showed them that it was recommended for restau- rants. By comparing the thickness of the printed and battleship linoleum in the Sample Book, the restaurant owners recognized that there was more than the difference in price in the added wearing surface. Also that it would not be necessary to put in new lino- leum as often as had been necessary in the past. “These people expected to install a modern soda fountain, and, in fact, all modern equip- ment. I suggested that worn and marred printed linoleum would not go well with the other first-class equipment. I also suggested that if battleship linoleum were cemented to the floor around the fountain and lunch counter, it would make a water-tight floor and keep the linoleum from rotting because of the action of water and other liquids from the fountain. “As to the wearing qualities of battleship linoleum, I called attention to several public buildings in Louisville, Ky., where there is more traffic than in a restaurant, and where battleship linoleum was used, and is standing heavy wear. The order they gave me was for 150 square yards of quarter-inch brown battleship linoleum to be cemented, all edges around doors and fountain and lunch counter to be brass bound. “Without the use of the Quality Sample Book and Pattern Book—for the Pattern Book recommended the battleship linoleum for restaurants—I don’t believe the sale could have been made. The linoleum sale also led to a nice order for chairs, tables, mirrors, and other furnishings. These orders were all placed, notwithstanding the fact that the building will not be completed until the first of the year.” Sales Tips from the Moving Man A linoleum merchant in a Pennsylvania city of about 50,000 population has arranged with the leading moving man in the town to keep him posted regarding families that are moving. The merchant has divided the city according to the general character of the inhabitants in the different sections, and has shaped up a selling campaign to fit each class. A representative from the store is sent to call upon prospects of the well-to-do class. But the purpose of such calls is to feel out the prospect rather than to make a direct drive for business. He figures that women of some prominence look upon such calls as a compli- ment to their social standing, whereas they might not be so well pleased if a direct solici- tation was made. To middle-class homes, a salesman is sent to sell linoleum on the spot, if he can. To poorer homes, where linoleum sales are likely to be small, the merchant merely sends form letters. Keeping Tabs on the Newly-Weds / iy W) att TT mo An Illinois merchant lines up the newly- weds in similar fashion. He bases the kind and degree of his sales effort upon the social possibilities and buying capacity of each couple. He gets the names of the newly- married people through the Recorder of Marriages and records of licenses issued. The first year this plan was tried it resulted in an increase of 25 per cent in his sales. Good Results from Circular Letters er ES Mr. Arthur Herzog, of New York City, writes this account of a successful circular letter campaign: “T found that I had in my stock twenty- six rolls of plain linoleum in different grades, which had accumulated during the seasons. I got a number of names of possible linoleum prospects, such as firms that were moving. I then got some letter paper printed with the heading, ‘Linoleum Contract Department.’ I sent out typewritten letters calling atten- tion to my stock, also to my ability in laying linoleum. “From time to time, this letter was sent to any new prospect that came to my atten- tion. As the result of sixty-five such letters, I was asked to estimate for fourteen different prospects. The three orders I landed took almost all the plain goods I had and com- pelled me to purchase more. My contracting department letter is still bringing me busi- ness. Samples Double His Sales Mr. C. F. Schuler, of Garner, Iowa, describes his successful scheme of sampling: ‘“Here’s a way I| advertise linoleum. My method may help some one else. “We always have many little pieces of linoleum. These I cut up into small pieces about 3!/, x 5 inches in size. I have a printer get me out stickers, which I paste on the back of the pieces of linoleum. “Every Thursday evening we have band concerts. Many farmers come to town. Usually about 200 automobiles are parked along the street. My store boy puts a sample piece of linoleum on the seat of each automobile. In that way I am pretty sure the sample will get into the home of a pros- pective buyer. Very often I have had cus- tomers bring back the samples, and buy linoleum like them. “We carry in stock twelve patterns of the four-yard size and four patterns of the two- yard size. We also run copy in our local papers advertising Armstrong’s Linoleum. “Since using the samples, I have doubled my linoleum sales.”’ Sell Linoleum Satisfaction a SS ( MU lor j You have learned over and over again in your experience that, in the long run, the most profitable thing that a salesman can sell is satisfaction or service to his customers. In linoleum selling, service to the customer is a thing that goes far beyond the mere question of disposing of so many yards of linoleum and getting it to the customer’s home. It is even a great deal more than having the customer leave the store satisfied. he real question of satisfaction hinges on how pleased and satisfied the customer will be after the linoleum is all laid and has been in use for several months. We have already implied in the foregoing pages the various elements that best ensure customer satisfaction in any linoleum sale. First, the salesman must gain through ques- ticning or otherwise a complete knowledge of the conditions in the prospective cus- tomer’s home. He must learn the exact size and shape of the room in which the linoleum floor is to be laid. He must know in what kind of a scheme of interior decoration the linoleum is to fit. For only in that way can he be a really helpful guide to the customer in intelligent linoleum buying. If he advises a customer to choose a floor which is out of harmony with the rest of the interior, even if she does not notice it herself, her friends and neighbors will soon make her aware of it. Quote Costs by Floors Another important point is not to leave the laying of linoleum to the customer her- self. Induce her to pay the price and have the work done right. The most satisfactory way is to base your quotation on what the entire floor would cost, including laying. Usually this is better than quoting the price of the linoleum and then quoting a separate price for laying. Mr. O. E. Schellhorn, of Redding, Cal., says in this connection: “When a customer looks at linoleum, | find out at once the size of the room for which it is intended. In a few moments | figure out the exact number of yards the room requires and tell the customer just what the linoleum will cost for that room. “The fact that I am able to give the cus- tomer this information rapidly creates confi- dence. The woman is able to make up her mind quickly, and a profitable sale results.” Well-Displayed Linoleum is More Easily Sold If you have the necessary window or floor + the use of linoleum in their model suite of space, urge your store proprietor or manager *. rooms, which has been a feature of the Jordan to support your sales efforts with a perma-: Marsh store for years. This really gave birth 2 nent model linoleum exhibit. The idea would = to the slogan, ‘Linoleum for every room in be to show, in the course of a few weeks, * the house.’ linoleum possibilities for every room in the * “‘By demonstrating just how linoleums house, changing the exhibit from time to time. © will look on the floor, the linoleum salesman The valuable assistance that such exhibits © finds it much easier to sell linoleum for floor give the linoleum salesmen is clearly shown “= purposes. The floor should be the starting by the experience of the Jordan Marsh”. point of all interior decoration, for it serves Company, of Boston, Mass. Mr. O. T.% as the background for the other furnishings. O'Leary, in charge of their Linoleum Depart-¢* Most customers are aware of this, and start ment, gives the following interesting account *", with this idea as the basis, but there are few of what a permanent linoleum exhibit has, salesmen who are capable of visualizing to meant to his store: _ their customers just how linoleum in samples “More than twenty years ago, the Jordan = or in rolls will look on the floor. The result Marsh Company realized that it would be ~>is often a confused customer and no sale. necessary to demonstrate to their customers :.! ‘“By demonstrating just how linoleum will how linoleum would look on the floors of ~,look on the floor with its ensemble, the dining-rooms, living-rooms and bedrooms, as chances of making the sale are greatly en- well as the kitchen and bath, before they _ hanced. The writer recalls many instances could expect a wide acceptance of the idea. =, in his experience where linoleum in a roll They took the initiative by demonstrating ,,or sample failed to impress the customer, A view in the model suite of the Jordan Marsh Company, Boston, Mass. Note the linoleum floor 16 Armstrong’s Plain Brown Linoleum—waxed and polished—solved the floor problem admirably in this old residence in Brooklyn, N. Y. while a completely furnished room with linoleum on the floor made a ready buyer. “There is another advantage gained by demonstrating the way linoleum will look on the floor—many sales are made to casual visitors. In Boston we have found these sales to visitors of no small importance. Thousands of visitors see our model rooms. In many cases these rooms have been reproduced in customers’ homes, and in some cases the entire suite has been copied even in places far away from Boston. “T have found that demonstration of just how linoleum will look is a silent salesman, the most effective of all. Demonstrate to your customers how linoleum will look on the floor and your sales will increase accordingly. ’”’ The foregoing suggestion is of course, for the store with ample display room. Now here is a good suggestion for the crowded store with little space. Fred. J. Conrad, of the East Coast Furniture Store, Miami, Fla., furnishes the idea: ‘“‘I have arranged two rooms, one a kitchen, the other a dining- room, the size of each being 6 x 10 feet. I roll out a piece of linoleum, letting the roll rest at one end of the room, and place the furnishings on the pattern. Pieces of other patterns 3 x 6 feet are hung on three sides of the room. I also have figured out, ona large framed card, the area of rooms from 4 x 6 feet to 18 x 20 feet, with prices of inlaid and printed linoleums. That makes it easy to sell and adds wonderfully to the linoleum sales. The pattern on the floor is changed once a week.” How One Sale Helps Another Wherever you install a linoleum floor that is beautiful, artistic and harmonious with everything else in the room, that floor is a model linoleum exhibit outside your store. Every such installation that you make adver- tises your up-to-date sales methods, adver- tises your store, and advertises linoleum. Such installations please the customers and make them enthusiastic endorsers of linoleum. They also draw favorable com- ments from friends and neighbors. The latter very likely will want similar floors in their own homes. Thus your influence may spread over the whole neighborhood. Armstrong Salesman’s Equipment : | In addition to the color- plates inserted in this book, every retail linoleum salesman needs and should make sure to have the Pocket Size Quality Sam- ple Book and Pocket Size Pattern Book. The color- plates will enable him to show appropriate interiors —with linoleum in right relation to every- oa we Peau a ewe ee 7 PatTERN Book-I918_ thing else in the room—to prospective cus- tomers right in their own homes. The Pattern Book will enable the customer to select the patterns and the Sample Book will indicate the exact thickness. The order can thus be taken and the rooms meas- ured at one call. These two salesman’s helps will be sent free to any Armstrong salesman upon request. The Parsons’ book—we remind you again—may be had also for twenty cents in stamps, if you want it. You may order as many copies as you wish, on that basis. Now and then a customer may want one, and _ This book is 414 x 3 x 2 inches and 2 i . contains quality samples of sixteen it makes a nice gift. of the most important grades Bureau of Interior Decoration This Bureau is in charge of a thoroughly trained decorator, who is prepared to give personal suggestions about the selection of Armstrong’s Linoleum to suit any scheme of interior decoration. Floor covering salesmen are cordially invited to refer their problems New Selling Helps To assist the retail salesman to link up his sales efforts with the Armstrong national advertising, a variety of sales helps will be supplied free on request to any retailer who sells Armstrong’s Linoleum—window dis- plays, newspaper cuts, show cards, hangers, street car cards, pennants, lantern slides, etc. All these helps are described in detail in a sixty-four page publication “Building Lino- leum Business,’ which will be sent to any merchant who asks for it. This book also tells of the motion picture film, “Making Armstrong’s Linoleum,” and contains many novel suggestions for increasing linoleum sales. These helps, when continuously and rightly used, will help the salesman materially in developing his volume of business. to this Bureau at any time. There is no fee for its service. Inquiries should be ad- dressed to Bureau of Interior Decoration, Armstrong Cork Company, Linoleum De- partment, Lancaster, Pa. All will receive prompt and courteous attention. Interiors by Parsons On the following pages will be found a series of interiors designed by Frank Alvah Parsons, President of the New York School of Fine and Applied Art. These pictures demonstrate conclusively that linoleum in proper design and color can be used with entirely satisfactory results from an artistic standpoint in practically any type of room. Every normal man and woman is interested — in anything that makes for beauty and com- fort in the home. Pictures are a “universal language.” These colorplates, therefore, with the alternative patterns selected by Mr. Parsons, will, it is believed, be found helpful in selling Armstrong’s Linoleum for every room in the house. 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UL ope] - 2E8 “ON sny wneouryT = feat esis eles SSULIO[OD I9YJO INOF UL ope] 618 “ON Sny wneoury *suleyjed Jo JUeUIZIOS -SB opIm B@ UL Wne[oury poyulg s,suolsuiy ul poinoes oq ABU pooMpisey, jo suoljejueseidel esol) T&98 "ON IgL8 “ON € 1668 ‘ON ey T988 “ON ‘ule[d eq prnoys “40 YIM UoljooU -uod UL poesn ‘Sént dliqey ‘“1eyndod BSUIAOId SI o10Yy uMOYS UL9}Q9ed yodied asaulyyO oy, L Ujed pue Aqqued ‘ueyoyty 10; ajqeqiMms suseqqed umnejouly pezurlsd Jo So10dS SopNnppUleUlT SuoljswmIy oy tung[our’y poqwtisid 5 SUOLISULLY 38 The Grades and Patterns of Armstrong’s Linoleum Recommended for Different Rooms and Places For places where much dirt is tracked in, it is well to remember that light colors show footmarks less than dark shades. From this standpoint, patterns with strong contrasts in color and mottled and mosaic effects in printed linoleum will be found especially desirable. Lincoln Inlaids and Conestoga Prints are not recommended for barber shops, bar- rooms, hotel lobbies, offices, restaurants, stores, or for any building of a public or semi-public nature. For home use, they will give satisfaction, although the heavier grades are always preferable. BANKS Any of the darker colors of Battleship, Plain, Jaspé or Granite Linoleum, or any Hamilton Straight Line Inlaid. BARBER SHOPS Any Hamilton Straight Line, Fulton or Acco Inlaid; any suitable color of Jaspé, Granite, Plain or Battleship Linoleum; any of the tile designs in printed linoleum. BAR-ROOMS Hamilton Straight Line, Fulton, Acco or Parquetry Inlaid; the darker colors of Jaspé, Granite, Plain or Battleship Linoleum; any of the printed patterns except floral and matting designs. BATHROOMS Any of the small patterns in Hamilton Straight Line, Fulton, Acco or Lincoln Inlaid; any small tile pattern in printed linoleum. BEDROOMS The lighter colors of Plain or Jaspé Linoleum, Carpet Inlaid, or Parquetry Inlaid; any floral, matting or carpet pattern in printed linoleum. BILLIARD ROOMS Any of the darker colors of Jaspé, Granite, Plain or Battle- ship Linoleum; Cork Carpet; Parquetry Inlaid. CHURCHES Any appropriate color of Jaspé or Plain Linoleum or Carpet Inlaid. Cork Carpet is recommended particularly for use in churches on account of its sound-deadening qualities. CLUB ROOMS Any suitable color of Jaspé, Granite, Plain or Battleship Linoleum; Parquetry Inlaid; Carpet Inlaid; Cork Carpet. DENS Plain or Jaspé Linoleum; Parquetry Inlaid; Fulton Inlaid wood designs; Carpet Inlaid; any printed wood or carpet pattern. DINING-ROOMS Any Parquetry or Carpet Inlaid or suitable shade of Plain or Jaspé Linoleum; any wood pattern in printed linoleum. DISPLAY WINDOWS Parquetry Inlaid; wood patterns in printed linoleum; Jaspé Linoleum. HALLWAYS Any Parquetry, Hamilton or Fulton Inlaid; wood patterns or small tile designs in printed linoleum; stair and passage linoleum, with borders especially designed for use in narrow halls and on stairways. 39 HOTEL LOBBIES A-grade Hamilton Straight Line Inlaid or the darker colors of Jaspé (A-grade), Granite or Battleship Linoleum. KITCHENS Any pattern in the Armstrong Line except Carpet Inlaids and matting designs; tile patterns are especially recom- mended. LAUNDRIES Any tile pattern. LIBRARIES Parquetry Inlaid; the darker colors of Jaspé, Plain or Battleship Linoleum; wood patterns in Fulton and Acco Inlaid; Cork Carpet; any printed wood pattern. LIVING-ROOMS Jaspé or Plain Linoleum in harmony with the furnishings; Parquetry and Carpet Inlaids; any printed wood, floral or carpet pattern. LODGE ROOMS See under Club Rooms. NURSERIES Light colors of Plain or Jaspé Linoleum; simple designs in inlaids; matting patterns in printed linoleum. OFFICES Any Parquetry Inlaid, Hamilton, Fulton or Carpet Inlaid; the darker colors of Jaspé, Plain or Battleship Linoleum; Cork Carpet; tile or wocd patterns in printed linoleum. PANTRIES Small tile designs in Hamilton Straight Line, Fulton or Acco Inlaid; any small printed linoleum pattern, except florals and mattings. PLAYROOMS See under Nurseries. RECEPTION HALLS Any Parquetry Inlaid, Carpet Inlaid, Jaspé or Plain Lino- leum; any printed wood pattern. RESTAURANTS The darker colors of Jaspé (A-grade), Plain, Granite or Battleship Linoleum; A-grade Hamilton Inlaid; Fulton Inlaid; any D-grade printed linoleum, except matting and floral designs. SCHOOLS The darker colors of Jaspé, Plain or Battleship Linoleum. SEWING ROOMS Light colors of Jaspé or Plain Linoleum; any Carpet Inlaid; any printed matting or carpet pattern. SLEEPING PORCHES Any color of Jaspé, Granite or Plain Linoleum; tile inlaids; Cork Carpet. The use of linoleum on open porches, con- stantly exposed to the weather, is not recommended. STAIRWAYS Special stair and passage linoleums with a border design on each side. STORES A-grade Hamilton Straight Line Inlaid, Jaspé, Granite, or Plain Linoleum; any Fulton Inlaid; any D-grade print other than mattings and florals. SUN PARLORS Any color of Jaspé, Granite or Plain Linoleum; light tile inlaids or prints. THEATRES The darker colors of Cork Carpet, Battleship, Plain or Jaspé Linoleum; any Parquetry Inlaid, A-grade Hamilton Inlaid. VESTIBULES Any Parquetry, Hamilton, Acco or Fulton Inlaid; any small tile or wood effect in printed linoleum. The Arguments for Armstrong’s Linoleum The Armstrong Cork Company’s business was started fifty-eight years ago. Not only has it an established reputation for making high-grade linoleum, but the Company is also well known here and abroad for the manu- facture of innumerable cork products and a variety of heat-insulating materials. The Linoleum Department of the Com- pany was founded in 1907. Both in manu- facturing methods and equipment, its lino- leum plant at Lancaster, Pa., is the most modern in America. Only the best obtainable ingredients are used in the manufacture of Armstrong’s Linoleum. Most of the cork comes from the Company’s own cork factories here and abroad. Every car of linseed oil and all color pigments received at the works at Lancaster are carefully tested in the laboratory before they are accepted. The whole manufactur- ing process is under chemical control. The Armstrong Cork Company possesses an organization of thoroughly experienced linoleum experts. Many of these men were trained abroad, where linoleum traditions were founded and developed. Armstrong’s Linoleum is carefully tested at every step of the making. The final inspections of the finished product are especially rigid. Rarely does a yard of defective Armstrong’s Linoleum find its way to market, and if it does, the Company always stands ready to make good. The most exceptional attention is paid to the designing of the patterns and the selection of the colorings. Hundreds of color combinations are tried out and re- jected in the preparation of each season’s line. The scope and variety of Armstrong designs afford the linoleum salesman an unusual opportunity to apply more and more profitably the idea of linoleum for every room in the house. The salesman is being backed up with a national advertising campaign which— though no miracles are claimed or expected —promises eventually to make the selling of Armstrong’s Linoleum much more worth while for every salesman. One of the prominent American author- ities on interior decoration—Frank Alvah Parsons, President of the New York School of Fine and Applied Arts—has been made supervisor of this advertising from the decorative standpoint, thus putting the weight of professional expert opinion back of the campaign from its very inception. Armstrong’s Linoleum received the Grand Prize at the Panama-Pacific International Exposition at San Francisco—the highest. possible award—conferred on no other brand of linoleum, foreign or domestic. Armstrong merchants are offered free a wide variety of practical selling helps. Thou- sands have used them with excellent results. The thirty-acre Armstrong plant at Lancaster, Pa. How Armstrong’s Linoleum is Made Before attempting to explain the processes of linoleum manufacture, it may be well to list the five principal kinds: (a) Plain Linoleum—of solid color without pattern—the heavier grades of which are used for covering the decks of battleships, and hence are known as Battleship Linoleum. (6) Printed Linoleum, which is simply plain linoleum with a design printed on the surface with oil paint. (c) Inlaid Linoleum, in which the colors of the pattern go through to the burlap. There are two kinds of inlaid—straight line inlaid and granulated inlaid—as explained later on. (d) Jaspé Linoleum, which may be con- sidered a species of inlaid linoleum, since the colors run clear through the fabric. It presents an appearance somewhat like moiré silk. (e) Granite Linoleum, which is also a variety of inlaid. It has a mottled appear- ance, resembling terrazzo. Cork Carpet resembles plain linoleum, but the cork used is not so finely ground, the oxidized linseed oil is softer, and the ‘‘mix’’ is not calendered so hard. The Tests for Real Linoleum Since there are substitute floor coverings on the market nowadays that look like linoleum on the surface, but which are merely felt paper imitations, it 1s to your advantage to fix in the minds of your cus- tomers these two easy ways to tell genuine linoleum: First, look at the back and make sure that it is burlap. Second, try to tear it. Imitations tear easily. The safest way is to caution your customers toask for Armstrong's Linoleum by name and to look for the Circle A trade-mark on the back. The Raw Materials The three most important ingredients of Armstrong’s Linoleum are cork, linseed oil and burlap. Cork is the outer bark of a species of evergreen oak tree which grows in Spain, 4] Portugal and Northern Africa. The trees are “‘stripped’’ every eiztht or ten years. Linseed oil (from which linoleum gets its name) is pressed from the seed of ordinary flax. The Argentine Republic grows more flaxseed than any other country, but Western Canada and our own states of Minnesota, North Dakota, South Dakota and Montana are also large producers. The wide burlap required for linoleum is woven in Dundee, Scotland, from jute grown in India. The jute plant resembles a reed and requires a hot climate and swampy ground for its successful cultivation. Making Plain Linoleum The cork comes in bales of about 250 pounds each, which are broken up in the receiving shed and ground into small granules. The loose cork is then conveyed to a bin in the top of the cork mill. This bin feeds through chutes into burr mills, where the cork is ground like flour. Next, it goes to the bolting machines and is run through a series of wire sieves, and when it comes out of the last one it is as fine as powder. In fact, it is called, ‘‘cork flour.” The linseed oil comes to Lancaster in tank cars—thousands of gallons at a time— direct from the refineries. A sample is first taken from every car and tested in the chemical laboratory. Every gallon must be right up to standard, for poor oil can cause more trouble than almost anything else. The oil is pumped from the tank cars into a weighing house and then into big storage tanks that will hold from five to eight cars apiece. The next step is the boiling house. All the linseed oil is bought raw and boiled differ- ently for different purposes. The tempera- ture ranges anywhere from 350 to 500 degrees. The boilers are arranged on tracks so that if they should get too hot, they can be removed from the fire quickly. The oil is stirred continuously, and the thermome- ters in the kettles are watched closely. The boiled linseed oil is pumped into movable conveyors in the top of the oxidizing sheds, which are about thirty feet high. These conveyors have little holes in the bot- tom and as they travel from one end of the sheds to the other, the oil runs through onto sheets of scrim that are hung from the ceilings clear to the floors. As it runs down these sheets, it gradually absorbs oxygen from the air. That is the reason why the sheds are called oxidizing sheds. The heat—80 to 100 degrees—and the oxygen together turn the oil into a semi-solid form. Making the binder or “‘cement’’ used in the manufacture of lino- leum. It consists of oxidized linseed oil, kauri gum, rosin, etc. The oxidized oil is cooked in big kettles that hold about three tons apiece. While it is boiling, rosin and several other materials are mixed in, including kauri gum—the fossilized sap of pine trees, dug out of the ground in New Zealand. After it has been boiled just enough, the cement is poured into concrete basins to cool. Later, it is cut up into chunks about one foot square and four cr five inches thick, and sent along to the mixing building to be mixed with the cork flour. Here the mixture is put through one machine after another until the cement and the cork are thoroughly mixed. Then the mix is pulverized and dropped down to one of the calendering machines, which consists of a series of heated steel rollers weighing about twenty-six tons each. The cork and cement mixture comes in at the top and the burlap at the bottom, and the two are pressed A glimpse inside an oxidizing shed, showing the edges of the pieces otiscrim on which the oillis oxidized The oil is allowed to run down on the scrim twice a day for two or three months until the coating becomes nearly an inch thick. Then the sheets are taken down and dusted with whiting so that they will not stick together. This method of oxidizing oil is a very tedious process, but it makes the linoleum tougher and more durable. Over in the “cement” plant, where they go next, these “skins” or sheets of oil and scrim are run through metal rollers and reduced to pulp. The “cement” is simply : ae the binder that holds the pulverized cork PTS Tee e The cork flour and “cement’’ are mixed together thoroughly in together. It 1S made mn this way: a series of machines like this 42 The mixture of cork and “‘cement’’ is then pressed on the burlap backing by ponderous calendering machines securely together. Immense as the calender- ing machines are, they can be adjusted for variations in thickness as fine as | / 1000 of an inch. The distance the rollers are left apart, of course, determines the gauge of the linoleum. The plain linoleum passes then from the calenders into the “‘stoves.’’ These stoves are big brick drying rooms for seasoning the linoleum. They are very long and narrow, and about sixty-five feet high. It is an impressive sight to see—literally miles of linoleum hung up to dry in forty-five-foot loops, reaching almost the full height of the stove. The linoleum remains here to season for Cutting a printing block from one to six weeks—depending on the thickness. If it is plain or battleship linoleum this ends the actual manufacturing process, except for trimming off the selvedge. But if printed linoleum is wanted, the seasoned plain goods are drawn out of the opposite end of the stoves to the printing machine. But before we describe the method of printing linoleum, let us see how the patterns and colors are made. Making Printed Linoleum First the designs are all drawn on paper, and the ones that look best are selected. These are handed over to the block cutters, who transfer them onto specially made blocks. These blocks are made of four layers of wood, each with the grain in a different direction, to prevent warp- ing or twisting, and are about eighteen inches square and two inches thick. The face of the blocks is channeled, leav- ing strips about = one-sixteenth of an inch apart. The parts of the pattern to show in the design are colored, and the remainder of the strips cut away. Or, if it is made up of diagonal lines, as in some wood patterns, the design is traced on a plain wood block and strips of brass are hammered in. For put- ting in outlines, cuts similar to those used in newspapers are made out of metal and tacked on the wood blocks. The channeled blocks are for printing solid masses of color or heavy lines. For outlining, metal has to be used. Each color in the pattern has to have a different block. Some of the Armstrong patterns have as many as thirteen colors in One of the “‘stoves’’ where the linoleum is seasoned Testing various color combinations by hand printing them. In his desire to secure attractive designs, the designer first cuts eighteen-inch- square hand blocks for each pattern, and uses them for testing out color combinations. Forty to one hundred different colorings of each design are thus made up by hand printing. Each block is in turn pressed on a bed of paint of the proper color and then stamped on paper. When these various color combinations are finished, they are gone over carefully and three or four selected from the lot and the rest rejected. It is really a case of the sur- vival of the fittest, and whenever you see an Armstrong pattern, it is probably one of the two or three best color combinations out of a hundred. There is no guesswork about mixing the colors for the printing. The pigments, which come in powdered form, are first tested, and then to improve the finish on the goods, they are ground over several times. Every ingredient that goes into the paint is carefully weighed according to an exact formula, and the mix matched up with the shade desired and approved by the designer before any of it is used. This makes sure that repeat orders will bring exactly the same shades as the original order. To get back to the printing: The blocks used on the machines are duplicates of the small hand blocks already described, except that they are about six feet long. The printing presses are over forty feet in length. Instead of being stationary, they are on tracks so that they can be moved from in front of one stove to another. The seasoned plain Printing blocks linoleum comes out of the stove over a roller, passes under the press, and, before it reaches the printing bed at the opposite end from the stove, is carefully brushed so as to remove any dust on the surface that might spoil the printing. The blocks, face down, are automatically coated with the paint and then stamped on the linoleum. The first block stamps one color, the next one another, and so on. As the linoleum is printed, the press feeds it back into the stove, where it is hung up again for six or seven days for the paint to dry. Then it goes to the trimming machine, where knives on each side trim off the sel- vedge. As this is being done, the linoleum is inspected for flaws, measured automatically, and then cut up into rolls of approximately sixty square yards. 44 A close view of a portion of a linoleum printing machine As a last precaution the linoleum is placed on the inspection tables for a final examina- tion. These tables are long enough and wide enough to accommodate a whole roll at a time. Here the goods are carefully inspected under skylights, and if all right, are re-rolled and sent to the stock room. . The stock rooms are in effect warehouses that cover acres of space. On one side of them is the shipping platform with its sid- ings for cars. The cork, oil and other ingredients come in at one side of the plant, and the finished linoleum goes out at the other side. There is no lost motion any- where in the mill. Making Inlaid Linoleum The inlaids may have a half dozen or more colors, and each color has to be mixed separately. For “‘straight-line inlaid’’ the process is just the same as for printed lino- leums until the calendering machine is reached. Here instead of being pressed onto the burlap, each color is rolled out separately into sheets like biscuit dough. Wood flour has to be used for the lighter colors—white, light blue, etc.—instead of cork flour, which is brownish in hue. From the printing machines the linoleum passes back into the “stoves” for the paint to dry After the mix is rolled out into sheets, the pieces for ‘‘straight-line inlaid’ are stamped out mechanically in the right shapes and placed where they belong on the burlap, to make the pattern. Then these pieces and the burlap are forced together under heat at a pressure of twelve hundred pounds to the square inch. Practically all this is done automatically. The steel dies for a single pattern cost thousands of dollars. The “‘granulated’”’ or mottled inlaid is made in an entirely different manner. Instead of being rolled into sheets, the mix is pulverized. Then it is placed in cold storage, until needed, so that it will not stick together and clog the stencils. Next, it is carefully sieved to take out all lumps, and finally it is conveyed to the inlaying machine. Press end of the straight line inlaid machine This machine consists of a big press and a number of metal stencils—one for each color of the pattern that is being made. The stencils are two yards or four yards wide—- whichever width is being made—and about five feet the other way. The holes in them are cut so as to correspond with the figures in the pattern. The work of cutting and filing the stencils is done largely by hand. Now, suppose a four-color pattern is being made on the machine. The bed is covered with burlap, which comes in from a roll at one end. The four stencils are mounted in frames above the burlap. Scoopfuls of the properly colored granulated mixtures are thrown simultaneously on each of the four stencils, and worked through the holes, so that the several colors drop down on the burlap and form the pattern. Any surplus that does not go through the holes is scraped off. The stencils are then lifted slightly, and the burlap (carrying the loose mixes properly arranged on the surface) pulled gently along as far as the next stencil, when the process is repeated. Finally, after the burlap passes under all the stencils, the pattern is completely worked 45 Filing metal stencils used in making granulated inlaid linoleum One of the granulated inlaid machines out—the surface of the burlap being’ entirely covered. Then oiled paper, which comes from a roll above the machine, is laid over the top and the loose mixtures, burlap and paper—altogether—are subjected to heat and pressure of a ton to the square inch, which keys the mixes onto the burlap. Afterwards, of course, the paper is easily peeled off the surface. The pressing naturally forces some of the colors over into the others. lines of the different figures are not as clean cut as in the “‘straight-line”’ goods. Finishing presses for inlaid linoleum So the Before the inlaid is placed in the stoves to season, it is passed through the finishing presses that smooth and harden the surface. Then as it enters the stoves, the back is coated with red paint which acts as a pre- servative for the burlap. The inlaid has to stay in the stoves anywhere from two to six weeks, depending on the thickness. The colors in inlaids dry out differently. Only an expert can tell just how much they will change. A man has to know his busi- ness or there is liable to be a big loss in “off” shades. That means skilled specialists for this class of work. Every other week the executives and the foremen of the different departments get together and talk over things in general. Perhaps somebody has an idea for a new process that will make linoleum better, or somebody else may have in mind a new feature for some machine. When fifty-five experienced men get to thinking along the same lines, things are bound to happen— and do happen in the Armstrong plant. The final inspection Linoleum Lecture Outfits For the benefit and instruction of salesmen who wish to familiarize themselves with the processes of linoleum manufacture, several “Lecture Outfits” have been prepared by the Armstrong Cork Company. One of these will be loaned, for a limited period, free of charge, to any merchant who is willing to pay the express charges both ways. Each outfit is packed in a box thirty-one inches long by sixteen inches wide and ten inches 46 deep, weighs approximately seventy pounds, and contains the following: Three printing blocks, a piece of virgin cork and a sample of cork bark (scraped); one bottle of linseed oil; nine bottles of the dry colors used in printing; a sample each of printed, granulated inlaid, straight line inlaid and battleship linoleum, and cork carpet; one jar each of cork waste, cork flour, oxidized linseed oil, cement, linoleum mix, flaxseed, rosin, kauri gum, jute and burlap. Applications for these outfits should be filed several weeks in advance. How to Lay and Care for Linoleum The best linoleum is only as good as it is laid. Nine out of ten complaints received by the average merchant may be traced to improper laying or improper treatment on the part of the purchaser. To build a successful linoleum business, it is, there- fore, essential that the salesman be thoroughly familiar with this subject and emphasize its impor- tance in dealing with his customers. The methods here outlined are based on the practical experience of experts who make linoleum laying a profession. Any careful workman can put linoleum down to stay, if he will follow the directions here given, step by step. There is only one ideal way to lay linoleum over concrete or wood, and that is to paste it down over a layer of heavy felt paper and seal the joints with waterproof cement. This adds to the cost, but the use of the felt layer positively increases the life of the linoleum and insures a permanent, satisfactory floor. When the many advantages of this method are explained to customers, few will be unwilling to pay the extra expense. In fact, the cost in the long run is less than where makeshift work is done, since the possibility of having to tear up and replace the linoleum because of bulging or cracking, due to faulty laying, is eliminated. Advantages of the Felt Under Layer: The advan- tages of using a layer of felt are many. They include: 1. On wood floors, the work of laying can be completed in a single trip. Ordinarily the floor can be used at once—while the work is in progress, if necessary. On concrete floors, the felt is laid one day, and the linoleum the next. 2. The felt layer acts as a cushion, and makes the floor delightful to walk upon. Its use positively increases the life of the linoleum. 3. The felt layer deadens sound. floor much warmer in winter. 4. When properly pasted to the felt, the lionleum cannot bulge, expand or contract. Retrimming is unnecessary. 5. All floors—particularly wood—are subject to expansion and contraction, due to heat and cold. The felt takes up this expansion or contraction, and prevents cracking or breaking which is apt to occur when linoleum is cemented to wood. 6. The linoleum can be removed without damage and with little difficulty, if occasion should arise. It makes the Directions for Laying Linoleum Over Felt Materials Required: \n addition to the linoleum selected by the customer, the following materials are needed: 1. Enough building felt to cover the entire floor area. This is the ordinary gray, unsaturated felt used by builders, commonly known as deadening 47 felt. It comes in three-foot widths. It is made by a number of manufacturers, and can be secured through your local lumber yard or hardware dealer. The grade that should be used weighs one and one- half pounds to the square yard. 2. Armstrong’s Linoleum Paste for pasting the felt to the floor, and the center of the linoleum strips to the felt. One gallon of paste will cover about one hundred square feet of space. Order approximately enough to cover twice the area of the floor space. 3. Nonpareil Waterproof Linoleum Cement for all seams, edges, and openings. In general, one gallon of Nonpareil Waterproof Cement has a spreading capacity of sixty to eighty square feet, depending on the roughness of the surface to be covered. For seams and edges only, one gallon will suffice for fifty to sixty square yards of goods. 4. A special iron roller, weighing about 150 pounds, for rolling the felt and the linoleum, is ordinarily employed by contract layers. A hollow cylinder roller, like those used for lawns, may be employed. The proper use of a roller makes largely for success in linoleum laying. 5. A linoleum knife for cutting seams and around edges. 6. A standard four-inch paint brush for applying the linoleum cement. A calcimine brush for applying the linoleum paste. 7. Face bricks, sand bags, or other satisfactory weights for weighting seams and edges. High Grade Cement Must Be Used: Nonpareil Waterproof Linoleum Cement is specifically recom- mended for cementing linoleum. It is highly dangerous to use a cement of unknown quality. There are some such on the market which have sili- cate of soda or water-glass as their base. This sub- stance is the opposite of water-repellent; it is water- attracting. Its ingredients, under certain conditions, undergo chemical changes, and become highly destructive. Handling Rolls of Linoleum: In cold weather, linoleum becomes brittle, and if unrolled when cold, is apt to crack. Before laying linoleum in the winter months, therefore, it should be kept in a warm room for at least forty-eight hours before it is unrolled. Be sure to cut the string and loosen the roll when the goods are delivered. Cutting the Felt and Linoleum: A careful lino- leum layer will take precise measurements of the floor to be covered, and work out a definite plan for cutting the goods. Much material can thus be saved. Care should be taken not to cut either the felt or the linoleum too scant at any point. Patching takes time, and is unsightly. It is usually best first to cut the felt to fit the short way of the room. It should be carefully measured so the edges will fit flush with the baseboard. The quarter-round floor moulding should always be removed before laying the felt. In similar manner, the lengths of linoleum should be cut to fit the long way of the room, or across the lengths of building felt. It is well to cut both the felt and the linoleum a little long and trim to fit. Condition of Wood Floors: Whether the felt layer is used or not, all wood floors should be dry and well-seasoned before the linoleum is laid. The surface should be smooth and even, and free from all dirt or foreign matter. All cracks should be filled, and if knots or nails protrude, they must be smoothed down. This preliminary preparation of the floor is very important. When moisture cannot escape, mildew or mold will set in. This explains why it is so essential to have the floor thoroughly dry. Condition of Concrete Floors: New concrete floors cannot be considered absolutely dry in much less than three or four months after construction, depending on season, weather and other conditions. Moisture in the floor will neutralize the effects of any cement, and the action of mold or mildew will set in wherever moisture has no opportunity to evaporate. It is essential, therefore, that the linoleum be not laid until the concrete has had time to season and dry thoroughly. Not only must the concrete floor be thoroughly clean and free from all foreign matter and dirt, but any cracks should be filled with plaster of Paris, especially the expansion (V) cracks; otherwise, these cracks in time may show on the linoleum surface. Caution is recommended when laying linoleum over concrete in basements. No matter how well built, they are likely to be damp. Before linoleum is laid in any basement, the floor must be thoroughly waterproofed. Ask for further information before undertaking to do work of this kind. Laying the Felt: The preparations for laying the felt are much like those for hanging wall paper. Place the first width of felt closely along the side of the wall and trim the ends to fit snugly. Then turn one end of the loose felt back about half way and apply Armstrong’s Linoleum Paste (non- waterproof) evenly with a calcimine brush to the back of the felt. Enough paste should be used to insure firm adhesion of the felt to the floor. When ready, replace the paste-covered half in position on the floor. As this is done, the felt can be pressed out with the hands or feet. All air blisters must be completely smoothed out. Next the other half of the width of felt, in like manner, is turned back and given its coating of paste, and then put into position on the floor. The ends must not be cut too short; they should butt up tight against the wall or baseboard. The roller is then used to smooth out the felt, and insure its firm adhesion to the floor. The other widths of felt are treated in exactly the = s a Ainch margin Lh In applying linoleum paste left bare for to the surface of the felt, a ealenesies margin four inches wide should be left bare along the edges, seams and ends. x = 4inch margin left bare for : Waterproof Cement ~ “E> Ee. Chalk line : as guide < Ye, Fig. 1—Method of Applying Paste and Cement to Felt Paper Armstrong's Linoleum Paste is applied to the surface of the felt, not to the back of the linoleum. space four inches wide is left bare at each side and end of the strip. The linoleum is then put in place and rolled. Later, when the paste has set, the edges of the lincleum are lifted, and Nonpareil Linoleum Waterproof Cement applied to the felt as far back as the paste will permit. same way as the first. Butt the edges carefully; be sure the felt does not lap, as this would make a ridge under the linoleum. The seams must fit closely. The felt should be cut to fit neatly around built-in furniture, radiator feet, pipes, and the door jambs and sill. Careful workmanship is essential. If possible, let the felt dry for several hours before proceeding with the rest of the job. But in the case of wood floors, if time is limited, or only one room is to be done, the linoleum can be laid over the felt at once, before the paste is entirely dry. On con- crete floors the felt should be allowed to dry for twelve hours before the linoleum is laid. Fitting the Linoleum: The widths of linoleum, cut to measure as previously described, can best be handled in the room in rolled-up form, ready for use. The first width of linoleum is fitted into position against the wall. Press the edges firmly against the baseboard or wall, and, using a linoleum knife, cut to fit neatly. By careful work, a very tight joint against the wall, or other surface, can be secured. In fitting linoleum around pipes, it should be cut neatly from the edge of the piece along a straight line, and just enough material should be removed to make the linoleum fit snugly around the pipe. A good layer is known by the way he fits his linoleum to the walls and around permanent projections in the floor. Applying the Paste: When ready finally to lay the linoleum, draw a chalk mark along the edges of the piece to indicate on the felt where the linoleum seams will come. This will serve as a guide in applying the paste. One end of the width of goods is then rolled back a little more than half way. The workman then assumes a position in front of the roll of linoleum as shown in Figures | and 2, and applies the paste evenly on the felt, not the linoleum, to within four to six inches of each side and each end, as indicated by the chalk marks. This four to six-inch space is left bare for the later 48 application of Nonpareil Waterproof Linoleum Cement. Wherever the linoleum has to be cut and fitted around pipes, projections, etc., a similar uncoated space is left. When the top surface of the felt has thus been properly coated with paste, the linoleum is unrolled into position, :and pressed firmly in place with the hands or feet, using a small piece of cloth to pro- tect the linoleum. The other end of the linoleum is Fig. 2—Applying the Faste to the Felt Every square inch of the felt surface, except a four-inch margin along the edges, seams and ends of the linoleum strips, is thoroughly covered with Armstrong’s Linoleum Paste. The chalk mark serves as a guide to the workman. next rolled back, and the felt on that side is similarly coated with paste. The linoleum is carefully rolled, and all air blisters completely smoothed out. Along the ends, the linoleum will ride or extend up slightly, and must be cut to fit snugly into place. If plain, jaspé or granite linoleum or cork carpet is being laid, put down the next width of goods so that its edge will lap the piece already down, along the seam. This overlap may extend from one-half to three-fourths of an inch. In laying inlaids or prints, however, the edges should be butted tightly against each other (not lapped) so as not to spoil the matching of the pattern. In turn each length of linoleum is pasted to the felt-covered floor. In each case, the edges and seams are free, and can be lifted to receive the necessary coating of Waterproof Cement. As in the case of the felt, it is advisable to allow the paste under the linoleum to dry. If several rooms are being done, the workmen can proceed to Fig. 3—Fitting the Seams Both overlapping seams are cut through at the same time. A perfect joint results. Seams fitted in this way aie well-nigh invisible. 49 the next room. On a small job, however, it is safe to finish the operation after two or three hours. Fitting the Seams: If plains, jaspés or cork carpet have been laid in accordance with the directions given on this page, the linoleum strips will overlap from one-half inch to three-fourths inch, or even more at the seams. Here is where the fine art of the linoleum cutter comes in. Practice makes perfect as in any other kind of work. Figure 3 shows a workman cutting the seams. He takes the cutting knife in his right hand and guides the blade with his left hand. Beginning at one end, he cuts through with one stroke both the top layer of linoleum and the layer beneath, which it over- laps. The knife is held perfectly perpendicular to insure a straight up-and-down cut. Two strips of linoleum are cut off, and a perfect joint between the edges of the two pieces of linoleum must result. A good cutter will trust his eye to help him make a straight cut. For the inexperienced, a chalk line may be used as a guide. Seams fitted in this way are well-nigh invisible. Remember, this method of fitting seams cannot be used on a patterned linoleum. Cementing the Seams: A high-grade waterproof cement should be used for cementing the seams. Fig. 4—Applying Nonpareil Linoleum Waterproof Cement to the Felt After the paste has set, the edges of the linoleum are lifted, and waterproof cement is applied to the felt as far back as the paste will permit. This insures watertight joints. This is necessary to prevent moisture getting under the linoleum. Especially under sinks and radiators, or around pipes, is the use of waterproof cement essential. Nonpareil Waterproof Linoleum Cement is guaranteed for this purpose. The edges of the linoleum should be lifted up as shown in Figure 4, and the brush pushed under, until a good thick coating of waterproof cement is obtained for four to six inches back (as far back as the paste) on both sides of the seam and around all the edges. This work cannot be done too well. The cement is applied only to the felt. If any cement should get on the surface of the linoleum, remove it at once, with alcohol. Rolling the Linoleum: As soon as the seams and edges are cemented, the roller should be used to press Fig. 5—Rolling the Linoleum The use of the roller secures good adhesion and makes the seams practically invisible. the linoleum into place. The roller should be run over the entire seam repeatedly, until all is even and perfectly smooth. If one of the edges at the seams should still stick up slightly above the other, a light hammer should be used to tap the edge gently into place. After rolling the joints, they will become prac- tically invisible and will be watertight. See Figure 5. Weighting the Seams and Edges: To hold the freshly-cemented seams and edges firmly in position to dry, it is necessary to weight them down. Good, clean, heavy-face bricks (or sand bags) are generally available and can be used for this purpose, as shown in Figure 6. Along walls and in corners place the bricks carefully so as to force the linoleum down at these important points. An experienced layer can tell by the sound of the brick against the linoleum when perfect adhesion has been secured. The weights should be kept in position for at least twenty- four hours, by which time the cement will have set firmly. If necessary, the floor can be used even while the work is being done. Some layers put paper under the bricks to prevent scratching the surface of the linoleum. When the cement has dried sufficiently, remove the weights and replace the quarter-round moulding in position, taking care to do this work neatly. A Permanent Floor; Linoleum installed over felt paper in the manner described is waterproof and cannot buckle or “creep.” It is practically a per- manent floor and will last longer than linoleum laid in any other fashion. Because of the increased satis- faction such a floor gives, it will be decidedly to your advantage, in the long run, to convince your cus- tomers of the desirability of having the store’s skilled workmen lay their linoleum for them, following this method. 50 Laying Linoleum Without Felt Under Layer The laying of linoleum directly upon the floor without a felt layer, is not recommended. There are occasions, however, when linoleum is purchased to meet a less permanent need, as in apartment houses, stores and offices, where tenants have short leases, in which cases customers may be unwilling to pay the extra cost that the use of felt involves. Careful workmanship then becomes all the more essential, as poor laying will inevitably cause trouble and necessitate doing the work over. Directly on Wood Floors Without Felt As explained on page 48, the wood should be dry and well-seasoned, the surface smooth and even. In time, linoleum will conform to all the inequalities of the floor, and breaking is apt to occur if it is uneven. Make sure the floor is perfectly dry. Cutting the Linoleum: Remember the caution about handling linoleum in cold weather. Unroll it only after it has been kept in a warm room for forty-eight hours. See page 47. Take precise measurements of the floor and be careful not to cut the linoleum too scant at any point. If possible, the length of the linoleum should run crosswise to the direction of the boards, as it will thus take up any slight inequalities to better advantage. However, always endeavor to cut the linoleum to the best advantage. Letting Linoleum “Grow”: After linoleum has been rolled tightly for several weeks or months, it is bound to expand or “grow” for some time after it is laid flat. Where there is heavy traffic, and the © floor is much used, it may take only a week or so for the linoleum to stretch. In most residences, how- ever, it takes from two to four weeks to overcome the “growing” tendency. Therefore, in laying linoleum over a wood floor, allow for expansion. The following method is recommended to take care of this expansion tend- mal | Fig. 6—Weighting Seams and Edges To hold the seams and edges firmly in position for the cement to dry, face bricks are used to weight them down. Sand bags may be used instead of bricks. ency and insure a floor that will be reasonably free from the troubles that are sometimes met with when linoleum is laid directly on wood. Remove Floor Moulding: First, remove the quarter-round floor moulding around the baseboard. Cut the linoleum scant at each end just so the edge will be covered by the quarter-round moulding when this is replaced. Along each side wall the linoleum is not placed tight against the baseboard, but, just as at the ends, a space of one-eighth to one-half inch is left. The edges of the linoleum along all seams are butted against each other. See Figure 7. When laid in this manner, the linoleum will have opportunity to expand under the edge of the quarter- round moulding. When the quarter-round moulding is replaced, it must not be nailed to the surface of the linoleum, but to the baseboard only. It must not bind the linoleum at any point. Fig. 7—Laying Linoleum on Wood Floors, Without Felt In laying linoleum on a wood floor, to allow room for expan- sion, aspace 1% to 14 inch wide is left between the baseboard and the edge of the linoleum, as shown at A. he quarter round moulding is nailed to the baseboard (see B) an does not press tightly against the surface of the linoleum. The linoleum should be given plenty of time to expand. Should a buckle or air-bubble develop, it should be smoothed or rolled out, and, if necessary, the end or edge of the linoleum under the quarter- round moulding cut back a trifle. Many linoleum layers make the mistake of brad- ding linoleum in one or two places during the expansion period. This should never be done. Linoleum cannot expand properly if even one or two brads are used. If possible, heavy furniture should be kept off the floor during this time, as it prevents expansion. If such furniture must be used in the room, move it from one part of the room to another every few days. Give every foot of the linoleum a chance to expand. In many cases no further fastening will be neces- sary. The quarter-round moulding will be all that is required to hold the linoleum in place. This is especially true in private houses. If not necessary, do not brad the linoleum. 5| Fitting Around Pipes and Projections: he inoleum layer who does not fit the fabric neatly around radiators, waste pipes, etc., is not a good workman. Wherever possible, insist that gas stoves, kitchen ranges, or any other movable equipment be disconnected so the linoleum can be laid underneath. Fastening the Linoleum: Where it is necessary to fasten the linoleum to wood floors, use No. 18, three-quarter-inch wire brads. Do not use carpet tacks. The brads should be set in one-eighth inch to one-quarter inch from the edge or seam, and should be spaced about four inches apart around the edges and three inches apart on seams. The brad should be driven down until its head is lost in the surface of the linoleum. Directly on Concrete Floors Without Felt The advantages of using a felt layer over any floor, including concrete, have been stated on page 47. It acts as a cushion between the linoleum and the hard base. If, however, the customer decides against the use of the felt layer, the linoleum may be pasted directly to the floor. Floor Must Be Dry: Read the caution about laying linoleum over concrete floors, on page 48. It is essential that linoleum be not laid until the concrete has had time to season and dry thoroughly. Applying the Paste: In laying linoleum directly over concrete, Armstrong’s Linoleum Paste should be used for the center of the strips, and Nonpareil Waterproof Cement for the seams and edges. Remove all foreign matter and dirt, and put the first linoleum strip in position. A chalk mark drawn on the floor along the edges of the linoleum will serve as a guide in applying the paste. Roll back half the length of the goods and apply a thick coating of the paste to the concrete floor, to within four to six inches of each edge and seam. Replace the first half of the linoleum, and repeat the operation with the other half. Then roll the surface of the linoleum thor- oughly with the 150-pound iron roller and smooth out all air blisters carefully. In laying the succeeding widths of linoleum, remember that the edges of inlaid and printed goods must be butted tightly against each other. On plain goods, jaspés, granites and cork carpets, however, the edges may be overlapped one-eighth to one-half inch, and the seams made perfectly tight by cutting in the manner described on page 49. Cementing Edges and Seams: After the centers of all the strips have been pasted to the floor, the lino- leum should be carefully fitted along all edges and seams. Finally the edges of each strip should be lifted and Nonpareil Linoleum Waterproof Cement applied to the concrete underneath, as far back as the paste will permit. (See Figure 4 on page 49.) Weights, such as pressed bricks or sand bags, should then be placed along the freshly-cemented edges and seams, and allowed to remain for twenty-four hours. How to Care for Linoleum When given reasonable care and treatment, lino- leum floors will last for years and retain their attractive appearance indefinitely. They are easier to keep clean than hardwood and require less atten- tion. Cleaning Linoleum: As it does not catch dirt readily, the daily sweeping of linoleum is a very easy task. Sweeping should be followed each day by the use of an oil mop. Under most conditions, that will be all the cleaning required. A mild soap—one free from alkali—with tepid water is the only cleaning agent that should ever be employed. The water should not be hot, and the linoleum should be rinsed with clear water and dried thoroughly immediately after it is washed. It is best to wash and dry about one square yard at a time. When a mop is used, the surface should never be “‘flooded”’ with water. Avoid Caustic Soaps: Contrary to the idea held by a good many housewives, certain well-advertised cleaning soaps and washing powders are not good to use on linoleum. In fact, some of them are positively detrimental, as they contain alkalis. The chemical action of strong caustic or alkali destroys the linseed oil and cork in linoleum, just as it does varnish on hardwood. This action will not be apparent until a cleansing agent of this kind has been used for some time. In printed linoleums, the caustic or alkali will attack the painted surface much more quickly than the surface of inlaid or plain goods. The best rule is to caution your customers to avoid the use of all soda, lye, potash, cleaning pow- ders, and strong scouring soaps. A good brush and a little ‘‘elbow grease,” with mild soap and warm water, will clean linoleum thoroughly. Polishing Linoleum: Linoleum will last longer, and the brightness of the colors be retained and renewed, if the surface is gone over occasionally with a good polish or floor wax, thoroughly rubbed in. In Europe, where housewives take great pride in their floors, polishing their linoleum is an important part of the routine housework. Under such treat- ment, the floors always look new and last for many years. There are a number of good floor preparations on the market, such as ““Johnson’s Prepared Wax,” “Old English Wax,” “Liquid Veneer,’ or “O-Cedar Polish,” which will give excellent results. A home- made polish that is quite satisfactory is easily pre- pared by dissolving, under slow heat, equal parts by weight of beeswax and turpentine. Care must be taken to avoid setting this mixture on fire in pre- paring it. Whatever the polish, use it sparingly and rub it in thoroughly. 3/3 Waxing Machine: For large offices and business buildings, an electric floor waxing machine has been devised which materially reduces the labor and cost of keeping linoleum floors clean and polished. A good floor wax is applied once or twice a month, depending on the amount of traffic. Each night the workman goes over the floor with the electric machine, which removes footmarks and puts the floor back in its original polished condition. Full information about this machine will be sent upon request. Heavy Furniture on Linoleum: The castors ordi- narily used are apt to cut into linoleum if the furniture is heavy. Therefore, advise your trade to use glass or metal shoes. These sliding shoes have a wide bearing surface, and no rough edges. They are made in several sizes, have a similar shank to that ona regular castor, and will fit the same sockets. On chairs, rubber tips will answer the same purpose. Caution your customers always to lay a piece of carpet on the floor, or a board, when moving very heavy furniture, to prevent marring the surface of their linoleum. Storing Linoleum: Linoleum in stock should always be kept in a warm, dry room. Remember that linoleum is a fabric and is susceptible to damage from moisture, steam or excessive heat. Keep it away from leaky steam radiators or pipes. Do not store it in damp cellars. It is better to store lino- leum rolls on end, if possible. Booklet for Your Customers To help the merchant edu- cate his customers to the advantages of having linoleum laid properly, a simple booklet, 3'/) x 6 inches in size, has been prepared for the merchant to distribute to his trade. This booklet, entitled, ‘‘How to Lay and Care for Linoleum,’’ in addition to a brief description of the method of laying lino- leum over a layer of felt paper, emphasizes the importance of having the merchant’s experi- enced linoleum layers do the It also contains facts about the care of work. linoleum that every housewife should know. These booklets will be supplied free, upon request, in lots of 200, with the merchant’s name imprinted on them. Additional lots will be sent postpaid for fifty cents per hundred copies, including imprinting. In ordering, it should be definitely stated how the firm name is to be imprinted on the cover. The Armstrong Line _ Among the products manufactured by the Armstrong Cork Company are the following: Corks of every description ty Cork Discs and Washers : Bungs and Taps a Insoles Handies Carburetor, and Gasoline Floats Bath and Table Mats ake Preservers Buoys Yacht Fenders ae Cork Gaskets for Motor Cars “Aone 's Linoleum—plain, printed and inlaid ; Nouparad Cork Floor Tiling—for libraries, museums, billiard rooms, bathrooms, etc. Linotile—for flooring offices, banks, theatres, kitchens, pantries, elevators, etc. Circle A Cork Paving Brick—for stables, shipping platforms, warehouses, etc. Nonpareil, Acme and Eureka Corkboard—for insulating cold storage rooms Nonpareil Cork Covering—for cold pipes Nonpareil High Pressure Covering—for steam lines, boilers, ete. Nonpareil Insulating Brick—for boiler settings, furnaces, retorts, ovens, etc. : Nonpareil Cork Machinery Isolation—for deadening the noise of fans, Raprol Cork—for Textile Roll Covering presses and motors Korxole—Flexible Cork Innersoling for Shoes Granulated Cork Cork Specialties of every description