THE DETROIT JEWISH NEWS

Friday, May 23,

1969-33

Mercury Paint Co. Turns 50, Erects
Modern Plant in Northwest Detroit

Mercury Paint Co., whose new plant in Northwest Detroit is pic-
tured below, is guided by the founders' sons( from left) Nathan D.
Soberman, thief administrative officer in charge of general manage.
ment and business procedures; Myron L. Milgrom, director of sales;
and his brother Louis, technical director in charge of production,
research and development.

Mercury Paint Co. will dedicate
its own golden anniversary present
June 1, a new streamlined plant
with 56,000 square feet of floor
space on a 31/2-acre site in North-
west Detroit, on Schaefer near
Lyndon.
The firm was founded as a small
paint and wallpaper store on Has-
tings St. by Max Milgrom and
Jacob Soberman, two immigrants
from Europe with five years' ex-
perience as house painters and
borrowed capital.
Despite several setbacks during
the Depression, the firm expanded
into the manufacture of paints and
has earned a top spot in the indus-
try. In addition to its new plant,
the firm has branch stores at 16612
E. Warren, 15724 Livernois, 11840
Woodward, Highland Park, and a
distributor in Flint.
Today, Mercury Paint Co. is
guided by the founders' sons: Louis
Milgrom, technical director in
change of production, research and
development; his brother Myron L.,
director of sales; and Nathan D.
Soberman, chief administrative
officer in charge of general man-
agement and business procedures.

In a proclamation, Mayor Cav-
anagh hailed the Mercury Paint
Co. for reaffirming its faith in
Detroit by building in the city
and congratulated the firm on its
50th year.

The new plant was designed by
Siegal-Avrin Associates with an eye
to beauty, efficiency and industrial
safety. A railroad spur serves the
plant, and Schaefer provides easy
access for trucks.
A silo with a capacity of 575
cubic feet of pigment is located
outside the building. Inside, 10
tanks provide storage capacity for
63,000 gallons of liquid raw mate-
rials. These tanks are contained
in a 9,100-cubic-foot pit.
The laboratories are located with
a northern exposure to provide the
best light for matching paint col-
ors.
The production and finished prod-
uct areas and laboratories are iso-
lated from each other and equipped
with the latest sprinkler system to
assure maximum safety.
General offices and a sales store
are located in the front of the
building, complemented by land-
scaping, which provides for easy
maintenance.

Today, with the new plant,
sophisticated laboratory systems
and electronic aids, it might ap-
pear less difficult to make quality
paint. However, Increasing com-
plexity is unavoidable as the
paint company strives to im-
prove its products.

Electronically measured, the
raw materials, pigments and res-
ins are delivered to the first
mixing tank for an extremely
intensive mixing operation. This
step homogenizes the ingredients,
and generally is considered suffi-
cient preparation for the final
mixing. However, Mercury Paint,
not satisfied to take chances, puts
the pigments and resins through
a second mixing, or milling pro-
cess.

Following this finishing touch
with the pigments and resins, the
mixed material is pumped to tanks
where the final ingredients are
added and the paints are tinted.
Color matching is controlled by
electronic measurement, and with
coloring agents able to retain their
tone and brilliance for long pe-
riods.
All along the way from raw ma-
terials to finished paints, the prod-
ucts are continually checked for
compliance with Mercury Paints'
standards for viscosity, sheen, dry-
ing characteristics, and other im-
portant physical properties.

,

Miss Shapiro Engaged
to Michael K. Beresh

Dr. Weingrod of Brandeis to Talk at Haboniin Reunion

"The University and Jewish Iden- phael Goldman, executive secre-
tity" will be discussed by Dr. Alex tary of College Students for Israel
Weingrod, chairman of the depart- in Chicago.
ment of anthropology at Brandeis
The American Habonim Asso-
University, at the reunion of the
ciation (MIA) states its goals as
American Habonim Association
the•strengthening of Jewish edu-
8:30 p.m. Saturday at the Labor
cation, fostering of closer ties be-
Zionist Institute.
tween American and Israeli Jew-
The program will be chaired by ry, sponsorship of Jewish cultural
Allen Zemmol.
activities and support of the de-

Dr. Weingrod is the author of
"Reluctant Pioneers," an anthro-
pological study of the North Afri-
can Jewish immigrants in Israel,
as well as other scholarly papers.
.He is currently engaged in a study
of village life in Sardinia, support-
ed by a Ford Foundation grant.
The discussants of Dr. Wein-
grod's paper will include Rabbi
Herbert Bronstein, instructor of re-
ligion and philosophy at the Uni-
versity of Rochester; Dr. Oscar
Miller, dean of students of the col-
lege of business administration and
associate professor of economics at
the University of Illinois; and Ra-

velopment of Habonim through
the Habonim Foundation and the
Habonim camping movement in
America and Israel.

This weekend, the national board
of directors of AHA will meet in
Detroit. On Saturday, the Israel
program and Jewish education
commissions of the AHA will meet
in open sessions 1:30-5:30 p.m. at
the Reynolds Aluminum Building,
Southfield.
For information, call Jeannie

Levy, 862-3142, or Doris Werner,
353-8647.

The Saturday evening program
will feature an 8:30 cocktail hour,
and the panel discussion will begin
at 9:30. Israeli dancing to the mu-
sic of the Israeli Ensemble and
refreshments will follow.

The arrangements committee in-
cludes: Dr. and Mrs. Max Barden-
stein, Messrs. and Mesdames Jo-
seph Niederlander, Allen Zemmol,
Daniel Cooper, Sol Drachler, Jerry
Katz, Ben Plotkin, Saul Rose, Mor-
rie Baker, Shlomo Waldman and
Allen Gelfond, Dr. and Mrs. Mayer
Subrin, Mr: and Mrs. Jerry Mala-
mud, Dr. and Mrs. Chaim Dia-
mond, Mr. and Mrs. Bernard
Schreier and Mr. and Mrs. Aaron
Schreier.

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A unique "first" will be added
to the annals of Jewish history
with the introduction by the Judaic
Heritage Society of the Medallic
History of the Jewish People.
The Medallic History, a series
of 120 art medals to be struck by
the Franklin Mint at the rate of
two each month for the next five
years, marks the first time that
the history of the Jewish people
will be recorded in numismatic art
form.

The subjects for the medals have
been selected by a distinguished
advisory board of Jewish scholars
composed of Prof. Cecil Roth,
editor-in-chief of the new Encyclo-
pedia Judaica; Prof. Moshe Davis
of the Hebrew University and the
Jewish Theological Seminary;
Prof. Nahum Glatzer, Brandeis
University; Prof. Ellis Rivkin, He-
brew Union College-Jewish Insti-
tute of Religion, and Dr. Eli Grad,
United Synagogue of America. The
Judaic Heritage Society is headed
by Robert Weber, former assistant
trade commissioner for Israel in
the United States and chief of its
coins and medals division here.

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MISS SANDRA SHAPIRO

Mr. and Mrs. Harold Shapiro of
Filmore PL, Southfield, announce
the engagement of their daughter
Sandra Kay to Michael Karl Be-
resh, son of Dr. and Mrs. Abraham
Beresh of Kensington Ct., South-
field.
Miss Shapiro is a graduate of
Wayne State University, where she
was affiliated wth Iota Alpha Pi
Sorority and Mortar Board and Pi
Lambda Theta honor societies. Mr.
Beresh is a senior at Wayne.
An Aug. 12 wedding is planned.

GERMANY RETURNS
To meet new needs, Mercury
West Germany will be repre-
Paint Co. is experimenting with
new resins and pigments that were sented in the eighth World Macca-
curiosities not long ago, with resins bia Games this summer. It marks
that are tough but flexible and pig- the first time Germany will com-
ments that are more light-fast than pete since 1935, when it won 10
gold medals.
ever before.

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