Document 10qrVm6zj6KNBLbgjJ8yq7yDq
Na t io n a l Le a d Co mp a n y
1 1 1 BROADWAY NEW YORK 6. N. Y.
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Ma y 9, 1962
Notice of Approval of Application
By Executive committee, at meeting held: Ha y 9, 1962
Amount Approved;
$11,917.00
Date of a pP1ication;
Subject;
AfrSITtoaAi. AAA ft OAR I AT t OH At*TISt*
Su r e s t ro 1962 ro eovCR t m* AovKurtsiae or HSO im eauo i* Sutiwcss w e e k .
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Loca tion;
C. & R. Number;
Comptroller's directions as to accounting charge;
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Rema rks ;
061
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T* F* Owens
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secretary
NL 000040002
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J. B. HENRICN
NL 000040003
N 26149.01
45X Basic Silicate
White Lead
APFHSVF3 BY'1962 Advertisin
EXECUTIVE COMMITTEE
ONCOR PIGMENTS
IIAW
WY 9 1962
M50 Basic Lead Silico Chromate
T15 Lead Siteas-...___
Titanate
23A Antimony
1962
Budget 1961
Expenditures 1961
Trade Paper Space Preparation Costs Printed Matter Exhibits Salary C ontingency
$ 81,229* 26,300 6, 500 2, 500 2, 000 1, 500
$120,029
$ 60,015 29,300 6,000 3, 500
1,000 $ 99,815
$ 30,000 17,922 3, 000 1, 700 lr064
$ z'*-'
Comment:
The under-expenditure in 1961 is due to a late start in our M50 trade paper advertising. The theme originally planned, which involved the use of state seals, had to be dropped and a new one substituted because only three of the states would give us permission to show their seal.
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The increase in trade paper space of $21, 000 over 1961 is due in part to rate increases but mostly to the inclusion of Business Week in our schedule. This is being done to reach top management with the story of how the use of M50 pigmented paint can materially reduce maintenance costs because of its longer life and less frequent painting. We are dropping the petroleum field papers in which we spent $15, 500 in 1961. The total requested is still well in line with what we have budgeted in past years which was $141, 500 in 1958, $110, 840 in 1959 and $105, 250 in 1960.
REVISED BUDGET REQUEST ----
* $11, 917^.s requested to cover the cost of the second color in the Business Week advertisements for M50.
The original budget was based on a schedule of black and white advertisements. After we saw the original ads just in black and white, we realized that we were missing a very effective selling argument by not showing the M50 application in color. Without question, this additional color adds a great deal to the effectiveness of the advertising especially in view of the fact that the use of M50 pigment is the only way in which a wide range of colors can be obtained in the finished coat utilizing an anti-corrosive pigment.
NL 000040004
N 26149.02