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WITS LEAD PROkOTIQII
raoGRAM_________
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lOTMbfr 10, IMS
A anting of aeabera lubacrlblng to the White Lead
Promotion Prograa ni bold it tha office of tb Uid In-
duatrlea Aaaociatlan, In fork City, Toeaday, loveaber 1%^ V
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Praaaot wares
COkPAIT
Tbo lagle-Plchar Salea Company Tbi Eagla-Plchar Silii Coopmy International baeltlng A
Baflnlng Co. Batlonai Lead Company National Lud Company 6t. Joaeph Laad Co. U.6. Smelting Baflnlng k lining
Company, Inc.
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B. L. Oouedy M. a. toller
j. a. McDonald
V. Knuat a. Bowe S. V. -Patera y. P. Colcord a. B. Taylor
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Load Iodoatrial Aiioclitloo
F. S. lonuir, Secretary
K. L. Zlegfeld, Aaalatant
. Sacratiry
I Tba meeting an eillad to order altb Mr. fatari la the ehilr.
Tba chairman briefly reviewed tba hlatory of tha Cam paign, itatlcf that It bad atartad aa a tore# ywar prograa and than bad baan continued ona yaar on a raduead baila be-
cauaa of world condition!. Tha purpoaa of the praiant Mat ing aaa to tea where tba Campaign should go fro* toll point.
Tba Becratary brlafly euwaarlxed tba report of 1P41 actlvltlai anlch bad already Lean circulated to tba N*bera on November 4, attached aa Exhibit A.a Ha partlcjiarly thanked tba me*bar* of tba Aaaoclatlon for their advice and aiilatance In tba Caapalgn. Tha becratary'i report and financial atatenant aaa
accaptad. Tba Floanclai Report la attached aa Exhibit *B*.
Tba cbalraan atatad that while white .ead atatlatlca are dlaappolntlng, no comparable figure! ara available for aixed paint but ha fait that no aaiaa of outalde mixed paint had farad
no batter under war condition!. Ba atatad that It la difficult to measure tha raaulti of advertising but hla own feeling waa that tha Campaign had helped to wake people lead conecloua and be fait that tha Anoclatlon, having been aucceiaful In getting a cooperative effort of thla kind atartad, ahould not let It drop.
8 Ha pointed out that alnce tha Caapalcn had bean running for nuabar of yaara, tha ooata would U deductible for tax purpoaaa.
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Whit# Uid Promotion yrofw# -- ------
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V0WMbr 10, 1941
I# suggested th#r# wers four alternatives that night b# followed la 1948. Thsy ui a# follow#i
1* To oontlau# th# campaign on th# pr#s#nt
basis, maintaining th# 1948 bail# of
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subscription.
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8. To bar# tha campaign proaota load ear* -, 'k
boost# specifically, aa ao financial
support la forthcoming from tha load -sir
aulphata production.
8. To drop tha campaign entirely. -
- .....
4. To initiate a broad eaapaln for load product# of all kinds, hawing in wlaw
tha tremendous competition to# Industry will bs facing after tha war with all other competitive natal* and products.
Ba further pointed out that due to tha fact that this eooparatlwa advertising campaign bad bean la exlstanoe
for four rears, tha industry had a large investment in it, which should not ba overlooked. Be furthermore pointed out that If tha Industry had not been expanding Its money
for this purpose In tha peat and ware just now Initiating a eooparatlwa campaign, in all probability tha money contri buted for this purpose would not ba deductible aa expanse
for tax purposes. The policy of tha Government as announced la to permit tha deduction of these advertising expenses, un less It Is something new and unusual which may possibly new* bean initiated for the purpose of setting up new and unusual deductible expanses which did not previously exist.
Without formal commitments, It was the unanimous opinion of those present that the campaign should be con tinued and combined with the promotional work for white lead
In the agricultural field being conducted by the Association. A sub-committee composed of Messrs. Peters, Rowe and Zoller was appointed further to study the entire subject and to re port back vita t speolflc recommendation ss to plan and policy.
This committee will report at a later meeting at which detailed plans will be submitted for 1943, after which they will bo sub mitted to all subscribing companies for tbslr action.
Secretary
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White teed Promotion---------- - ~' Program Minutes
Exhibit
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During 194, the lead industry continued Its laportant cooperative advertising and promotional campaign In the interest of white lead. Inasmuch as our previous progress rsport $1941)
summarized th* program, outlining Its objectives and describing tbs many collateral activities of tbs program, we have tried in this rsport not to dupllests any of tbs Information previously given. buffice It to ear that bacausa of tbs *ar, sxpsndlturss for 1942 wars rsducsd considerably - to a point believed to bs tbs minimum from which full Talus mould bs received for tbs money appropriated. Tbs campaign, as you Snow, smbracss tbrss pro
motional fields - advertising, publicity and oollatsral actlvltlss
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Matlonal advertising In general circulation, farm magatlnss and trade papers continued to bs tbs backbone of tbs cam paign. However, tbs space used was reduced by eliminating In sertions In one general aagatlne, COLLIER'S, and aevaral trade pspsrs. Tbs advertising was prspsrsd by our agency, Arthur Kudner, Inc., with tbs help of our Advertising Committee, and copies of all our advartlasmsnts sera mal.ed to cooperating mem bers. The campaign differed from tbs 1941 program in emphasis ing paint pictorlaily and subordinating Its former distinct mining fldvor, end yet preserving continuity by Including the lead miner as e symbol of tbs industry and nentiooed In tbs copy the connection between the product of tbs lead miner end white lead itself.
Total circulation of the magazine selected ty our Adver tising Committee wee as followsi
General Magazines farm Magazines Trade Papers
7,910,736 ,194,578
4*1,197
Total
10,fcu6,W4
Tbs complete advertising schedule for 194S followsi
MUlilM baturday Evening Poet
Better Homes 6 Gardens American Borne
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Whit* Lead`Promotion Program Minutes . .
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Exhibit A" Movembar 10, 194S
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Farm Publications Country Gentleman
61H 9f 6P19I Mo.of Insertions
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Agricultural Laaders* Digest 1 page
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Trade Pacers American Painter fe Decorator 1 page
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National Painter's Magaslne 1 page
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Architectural Fonts
1 page
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American Paint k Oil Dealer 1 page
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AsMrlcan Builder (General Section)
1 page
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American Builder
1/8 page
(Dealer Distribution Section)
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Painter A Decorator
1 page
a
Tha wldt coverage of the advertising is Indicated by re ceipt of letters requesting Information about white lead froa Mexico and other countries. Undoubtedly also, the advertising
campaign has given the white lead industry a prestige it baa not heretofore enjoyed and has helped open the door to co operative action by such an organisation as the American Tur
pentine Farmers Association Cooperative and such government agencies s the U.S. Office of Education.
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It was felt tnat such publicity as Home Owners' Porua and the house of the Month, which were used successfully in this campaign in the pa^t, wou-d not be nearly so effi>ctive in 194 Decause of competition with war news in the papers. Consequently these features were dropped. Regulations governing repairs offer an opportunity to stimulate home owners' interest in pre serving their homes by painting with the possibility that the "home Owners' Form* may now be used to advantage. The Associ ation's staff continued to prepare special articles on painting for various publications and to cooperate with others In the preparation in the preparation of additional articles on this sub ject. A partial list of articles prepared by or with the co operation of the staff and aagatlnes in wnleh they appeared fol low si
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LIA08977
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Whit* Lead Promotion rrograa Minute*
PROGRESS REPORT
Exhibit *A - Moveaber 10,1948
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Painter A Decorator Mississippi Talley
Luaberaan
Country Oentleaan Southern uuabernan
April, IMS Painting by the Sea*
Jan.SO,1948
Paint Takes Outstand ing Role in Building Material Salat Prograa*
March, 1942 Don't Gaabla nth Paint*
Apr. 1, IMS Portfolio of Aaarlcan Landmarks #11*
Mqr 1, IMS
July i,ms Sept.i,ms
Portfolio of Aaarlcan Landaarka #18*
Portfolio of Aaarlcan Landaarka #16*
Portfolio of Aaarlcan Landaarka #14*
Wood Construction
Oct.*1,1948 Portfolio of Aaarlcan Landaarxa #15*
July 15,14S Portfolio of Aaarlcan Landaarka #16*
Aug. 15, ms oct. i,ms
Portfolio of Aaarlcan Landaarka #14*
Portfolio of American Landaarka #15a
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Tha book "What to Expect froa Whit* Lead Paint* waa again used to answ*r inquiries resulting froa advertisements. More tnsn 2,500 copies were distributed la th* period covered by thl* report.
The negssln* LEAD, e lsrg* proportion of the space in which 1 devoted to white lead, was published every other month and distributed to a Hat of acre than 60,000 architects and others, aost of whoa are vitally interested in painting and building con* structlon. Mo part of th* cost of tnla publication is born* by th* whit* lead eaapalgn.
Hundreds of inquiries about paint probleas requiring special replies were answered by letter by th* Association Staff.
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IMt Lead Premotion Program Minutes
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Exhibit ***" Vomfccr 10,14*
Promotional work vl th farm organisations, government egenciea, Institution* end others was conducted tgr the As* sociation under a separate fund. In this work, the American Turpentine Parsers Association Cooperative participated flnanelaiiy. A detailed report of tne activities of th* Agricultural berries Division la being furnished separately.
It Is difficult, if not impossible, to sake a sound estlsate of th* tangible result* achieved by our campaign In 1(K. This is true in large Measure of all advertising campaign* in ear tine. Tne war has created a situation which makes it es pecially desired* to carry on the work begin four years ago, for the reason that a groelng accuaulatlon of pig lead in th* United States el th no shortage visible places us today in tne position of actually having to seek markets for our lead products. At th* sane time, th* ear has created a prosperity, particularly 'n fans areas and industrial canters, vnlch, coupled elth the groelng scarcity of merchandise, opens the possibility that paint ing of homes and other structures will receive more attention than it nas during the last two years. We ehail have to struggle for our share of this business against strong competition. .
Mo aattar ho* one analyses the eblt* lead situation, the following facte reaaint
1. Whit* lead la the preaiar paint pigment.
S. Whit* lead oust sect trcaaodoua competition from low-cost competitive pigment* and a probably In tensification of this competition ea a result of ear time research and developments.
5. A large market continues to salat for the use of white lead.
4. There Is e transition to ready-mixed white lead paint which requires the assistance of th* lead mining industry to complete.
6. the whit* lead industry nas th* competition of prepared paint manufacturers, son* of whom are worming actively to make wnit* lead disappear from th* paint market altogether. They must be fought at al. costs. Ths whole problem of protecting th* comparatively small shit* i*ed industry is too big for a few companies alone to handle and requires the assistance of the lead miners and smelters.
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Whlta Laad Proaotlon Program moot**
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Exhibit "A* lovanbar 10,1940--
PROGRESS fttPOftt (Santtoatd)
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6. Our campaign ha a now baan running four
yaara and rapraaanta an lnvaatnant bp tba laad Industry that can ba lncraaaad In val.ua only by continuing our affort* , . On tba contrary, to dlmlnlab our affori ~V
might loaa for ua a larga naaaura of
tba valua aeblavad.
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7. Aa tba oar prograaaaa and advartlslng ox-
pandlturaa c o m undar cloaa acrutlny bgr Govarnaant, tba pracadant wa bava aatabllabad will ba valuabla In maintaining
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our right to advartiaa.
0. Tha coat la axtrasaly aodarata.
0. Last, Uit not laaat, I faal that of all
jtha coaaoo Mtals. p t q naadi advartlaaa much a ied in ordar to abow lta uaaful propartlaa, lta valua to mankind, and
to nalp dlapal tba faar of ualng It whieb 1 an aorry to ay atl*l axlata atrongly
In many dlractlona.
Sacratary
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Whit* Lend Promotion frOffM Kin*tee -----
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Exhibit *6 loTMbtr 10,194*
KUtAICIAL figttff
w h it * tfAQ raowonoi pr o g r am
Jsnuerr 1 to October si. mg
Selene*, yanuery 1, IMS ^descriptions AiHittd end IUc i1t *4
6,979.11
tf 1167,107.00
filJ&tEJUMQlil Kent end Light Furniture, Fixture* end Equipment Selsrles
bocltl Security eotertslneeat *ad
Luncheon* Office Supplies Miscelleaeoes Printing Selling Illustrstiaos Advertising Spec*
Less: Discount
1166,680.76 ___SsSikK
Publicity Production
TOTAL OISBOKSDOWTS
belsnce, lovenber 1, IMS
148,196.11
900.00
9.89 6,086.77
116.68
4.00 79.74 8S.18 100.16 468.64 X74.T7
164,464.86 1,449.16 8,846.18
1161,660.44
11,665.67
1166,186.11
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