The Durham recorder. [volume] (Durham, N.C.) 1879-19??, 1900-04-16
L0ngman a. Martinez--Founded
In 1852.

t~hE ihhh ~ HNatttbtL~Nb hhtGa
In 1852.
Starting originally as makers Of white
leads and lubrica,ing oils, the predeces.
sors of the present house were quick to
see the immense field opened 10 The
pioneers in mixed paints. and as a con-
sequence they we're the third house In the
United States TO begin the manufacture
OfapTepared paint. Until prepared paints
were Introduced. the majority Of the
houses throughout the country were
painted with white aud the blinds trim
med with green. There was no such
thing ~ u c 'lor card, and the house owner
did not have the wide variety Of colors TO
choose from that Le has today. l. was a
foregone conclusion, therefore, that the
consumer would quickly grasp at a paint
10 tints, aud the pioneer makers, as a
rule, found II 50 easy to make sales that
they paid no altention TO the quality Of
their material aud oaly dwclt on the adj
vantage of variety Of coioIs FIR selection
As result Of this policy. their business
lasted but few years, inasmuch rs their
business was not founded on The only
sure foundation. viz: Honest quality"
Longman Il Martinez not only wrought
for the present, they builded for the flu
Iun; and the first gallon Of L Il VI. Paint
that they turned out, was made from the
correct as well as the puTest material
Their formula then Is their formula now.
4 gallon Of their paint today Is precisely
the same. atom for atom, as Il was forty
years ago. Out Of oil the pioneer makers
not one has retained trade Of any con
sequence save lhis house. Another fea'
ture which has led 10 their remarkable
success has been their avoidance Of
rock which IN, 81 makers have split upon
viz. Their abstaining from making thin
paint and claiming that II was suited fol
oil conditions Of ~ork. They knew tha
the practical painter and the experienced
house owner would use white lead ratheI
than buy can Of paint, one half ii which
was linsecd oil OF q substitute for II, ant
for which linseed oil be was expected q
pay al the rate Of over 800 per gallon
because Il was called mixed paint" an'
q further objection to their use Of such
paint was, that although In lie thin con
dItIon Il might do for printing, yet
would not do for finishing coats, etc
L. 4 N, recognized the fact tina. sucl
paints would finally be sold as subs,l
tutes for lead, and simply on their prics
and because the users cared nothing 70
quality. Recognizing these facts, Long
man Il Martinez have made, from th
very beginning, seml.pasIc paint; on
Offering every advantage Of lead withou
Its disadvantage Of chalking, aud ever
advantage Of mixed paints without u
disadvantages Of "no. being ready for q
el.sscs Of work" aud ils numerous "adu
teratIons" Quality, aud quality alon'
has enabled them 10 run their produclio
Of this one brand Of IL. 4 NJ" up to q
annual production al the present time I
some 100000 pounds. 10 no portion I
the county has their success been mot
marked than In the South, and The
ascrIbs this 10 The fact that Southern
haman who IL sIaunch 10 ffIendshI
once made. Their confluence IL NJ
easily gained, but once they place faith
a house Il takes something besides
mere say so to shake II. This house vi
aIss one Of the iirst To discard CONNIE
cIaIIy pure coIors In OIL" aud TO offer
their place chemically pure eolOrs
sII.p declining orders for anything belo
49,