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. ** ENTERTAINMENT ** * COMEDIANS, SINGERS, ■ PC BANDS, ACCORDIONISTS, .4c ;‘ '.. PICK POCKET, CARICATURE Enhance Jewish History :I GOOD MUSIC With Newest Art Medals ,*Seymour Schwartz Agenc y 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. •r- LEY, MICHIGAN **4E4K356-8525 If*** PARTY ACCESSORIES gravitations Max Schrut For Good Photographs and Prompt Service Call Me at BLAIR STUDIO Weddings — Bar Mitzvas PARTY FAVORS GUEST LIST SCROLLS au: u We Come to Your Home With Samples TY 5-8805 UN 4-6845 ci.a..w.ul —I au 7.1 Norman Allan & To. 17540 WYOMING • TEL. 341-1330 • THUR., FRI. TIL 9. HOW A '2 A YARD CARPET SAVING CAN RUIN '3,000 WORTH OF FURNITURE.... 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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