Document ByBy8ebQBa4n4gr2JVe9z1JrX

SUMMARY 1958 Advertising Paint Pacific Coast Branch Schorn Hawaiian Island Metals Pigments - M50 Pigments - 45-X Chemicals Nuclear Metals Baroid Division Southern Screw Titanium Pigment Doehler-Jarvis Magnus Metal Titanium Alloy Chas. Taylor Sons DeLore Division American Bearing St. Louis Smelting and Refining Texas Mining and Smelting 1959 $1, 287, 367* 381, 150* 25,000* 10,000* 41, 740 111, 500* 4,550 65, 000 7, 800 275,650 141,130 116,870 82,850 58,000 48,400 32,800 6, 500 2, 000 250 300 $2, 698,857 1958 $1,253,000 372,500 30,000 10, 500 65, 000 130.000 11, 500 63,000 8, 150 335,275 161, 700 135, 800 103,600 79,350 57, 000 33,000 6, 500 - <n - 250 300 $2,856,425 * Already approved by Executive Committee JAN 1039 NL 000039734 N 26095.02 1959 Advertising Metals Trade Paper Space Directories Booklets & Folders Misc. Production Costs Trade Show Personal & Travel Expense Salaries Contingency 1959 $ 6, 240 2, 500 10,000 2, 500 5, 000 1, 500 12,000 2, 000 $41, 740 1958 $34, 000 2, 500 7, 500 4, 500 2, 000 12,000 2, 500 $65,000 Comment: The cut-back in business paper advertising was done in the interest of maximum economy. Admittedly there is some riskin such a radical cut, particularly on top of a restricted campaign in 1958, and it is to be hoped that the program can be restored as soon as business conditions warrant. The trade show is the National Graphic Arts Exposition where we plan to show our various products in this field. 2 NL 000039735 1959 Advertising Pigments M50 Trade Paper Space Preparation Costs Direct Mail Color Cards Booklets Trade Show Sales Promotion Material Contingency 1959 $54,000 55,000 2, 500 ------ ---- $111,500* 1958 $38, 000 73, 600 4, 500 1, 500 4, 500 5, 000 2, 000 900 $130,000 Comment: This is a follow-up on the introductory campaign that we ran in 1958. It includes the same three fields; paint manufac turers, highways and petroleum. . ? For the paint manufacturer we are planning a series of advertisements giving actual formulations in an attempt to get them to use M50 in their own paints as well as in specification paints. In the highway field we are continuing the color inserts that were so effective in 1958. Only the 2-page inserts will be used. The petroleum campaign was initiated the latter part of 1958 with one 3-page color insert. It will be followed up in 1959 by a series of 2-page inserts. There has been much evidence of interest in this new product among all the fields we have contacted. Also encouraging progress in getting M50 in specifications and on test jobs. . The advertising has played an important part in this. * Already approved by Executive Committee. -3- NL 000039736 Trade Paper Space Preparation Costs Pigments 45X 1959 $2,580 1,970 $4,550 1959 Advertising 1958 $4,000 7, 500 $11,500 Comment: This is a continuation of the limited schedule adopted in 1958 with some variations in the copy approach and a reversion to black and white instead of color. f 4 NL 000039737 1959 Advertising "Dutch Boy" Chemicals Stabilizers Bentones Ben-A-Gel Trade Paper Space Preparation Costs Trade Show Chemical Materials Catalog Salaries Contingency 1959 $41,000 15,000 =----6, 500 1, 500 1, 000 $65,000 1958 $40,000 15, 000 6, 000 ------1, 000 1, 000 $63,000 Comment: With the exception of substituting an insert in the Chemical Materials Catalog for the Plastics Show (not held in 1959) this program is essentially the same as followed in 1958. Nuclear Metals Division Printed Matter Trade Show Travel & Personal Expense Contingency 1959 $ 1, 800 4,000 500 1, 500 $ 7,800 1958 $ 3, 500 2,750 400 1, 500 $ 8, 150 Comment: Space has been reserved for the "Atomfair" to be held in Cleveland in April. - 5- NL 000039738 1959 Advertising Baroid Division Trade Paper Space Preparation Costs Product & Service Bulletins Catalogs Data Book Sections Store Directory Publications (5) Classified Directories Memo Pads Salaries Miscellaneous Contingency 1959 $112,000 33,600 17, 500 10,000 5,000 36,550 9, 000 16,250 23,250 2, 500 10,000 $275,650 1958 $123,494 37, 375 17,500 12,000 13,500 10,000 50, 950 8, 250 15,056 23, 250 1,900 22,000 $335,275 Comment: The amounts shown in the 1958 column above are those approved a year ago. Actually the money spent in 1958, totaling $291. 155, is considerably less. There is a still further reduction in the 1959 budget. The following page details the proposed advertising expenditure as related to the sales dollar for the various products and departments including a comparison with 1958. - 6 - NL 000039739 1959 Advertising DEPARTMENTAL BREAKDOWN Estimated Sales Advertising Expenditure % of Sales Dollar 1959 1958 1959 1958 Drilling Mud Well Logging Bentone-Baragel $50,000,000 $52,000,000 $141,432.58 $136,890.94 2,500,000 3,200,000 27,922.50 31,549.57 1, 100,000 1,000,000 17, 820. 50 21,552.89 Nat'l Western Bent. -Petro Bond 800,000 1, 000, 000 32,883.00 34,417.89 Testing Equipment 350,000 350,000 13,359.00 14,570.89 Foreign Operations 3,750,000* 4,100,000 18,994.02 17,166.93 Total $54,750,000 $57, 550, 000 $252,400. 00 $267,905.00 * Estimated $3, 750, 000 included in Drilling Mud's $50, 000,000 1959 1958 . 238 . 263 1. 11 .99 1. 62 2. 16 4. 11 3. 44 3. 81 4. 16 . 507 .419 '? TOTAL ALL PRODUCTS AND SERVICES Estimated Sales Advertising Expenditure 1958 - $57,550, 000 $267, 905. 00 1959 - $54,750, 000 $252,400. 00 Salaries 1958 1959 23,250.00 23,250.00 % of Sales Dollar .466 . 461 NOTE: The 1959 Estimated Sales figure for the Drilling Mud Dept, is based on sales direct to customers through company stores. The 1958 estimated figure reflected sales direct to customers and independent distributors. Therefore, 1959 figures cannot be compared to figures that show an increase or decrease in business volume. Grand Total (Including Salaries) 958 1959 $291, 155, 00 $275,650.00 ... 7 ... NL 000039740 . 50 7 . 503 1959 Advertising Southern Screw Division Trade Paper Space Industrial Film Misc. Local Advertising Hardware Shows Printed Matter Novelties Gifts to Customers 1959 $104,330 7. 100 1, 200 5, 000 10,000 3. 500 10,000 $141,130 1958 $132,000 1. 200 5, 000 10,000 3, 500 10,000 $161,700 Comment: This division uses a long list of trade papers in the various field using their products as well as purchasing agent papers and hardware association annuals. T 8 NL 000039741 1959 Advertising T itan ium Pi gment Division Trade Paper Space Preparation Costs Convention Souvenirs Sales Promotional Literature Miscellaneous 1959 $75,120 27, 000 9, 000 5,000 750 $116,S^O 1958 $78,750 25, 000 9, 000 22,300 750 $135,800 Comment: The trade paper schedule for 1959 has been con centrated in fewer magazines although in some instances the frequency of insertion has been increased. Also one additional magazine. Chemical & Engineering News, has been included. -9- NL 000039742 1939 Advertising Doeh1er-Jarvis Division Trade Paper Space Preparation Costs Trade Directories Classified Directories Motion Picture Service Printed Matter Trade Shows Research Quarterly Bulletins Chromeware Gifts Salaries and Expenses Contingency 1959 $25,000 4, 000 3, 000 1,500 1, 000 5, 000 12,850 10,000 10,000 5, 000 5, 500 $82,850 1958 $45,500 6, 600 3, 000 1,000 1,000 15,500 24,000 ---- -- - - 2, 000 5,000 $103,600 Comment: .................. i T Although the 1958 budget, as itemized above, was $103, 600 the actual expenditures due to cutting down the trade paper advertising and some participation in trade shows was $78, 000. So that the 1959 budget is very close to what was spent in 1958. NL 000039743 - 10 1959 Advertising Magnus Metal Division Trade Paper Space Preparation Costs Railroad Magazines Direct Mail Journal Stop Movie Salaries Contingency 1959 $36,000 9, 000 3, 500 3, 500 3, 000 3, 000 $58,000 1958 $38,000 9, 850 3, 500 7, 000 15,000 3, 000 3, 000 $79,350 Comment: This requested budget is approximately the same as spent in 1958 which was about $61, 000. It reflects a minimum schedule in trade papers. f 11 - NL 000039744 1959 Advertisin Titanium Alloy Mfg. Division Trade Paper Space Catalog Space Production Costs Monthly Reminder Trade Shows Printed Matter Contingency 1959 $38, 900 3, 200 6, 300 --------$48,400 1958 $32,000 4, 900 5; 600 10,000 2, 000 1, 500 1, 000 $57, 000 Comment: The budget reflects some additional effort in the che field plus rate increases. Chas. Taylor Sons Co Trade Paper Space Directories Preparation Costs Direct Mail Sales Literature Agency Service Fee Advertising Specialties Contingency 1959 $14,500 2, 100 2, 500 4, 900 5. 000 1, 800 2, 000 $32,800 1958 $11,200 2; 100 3, 500 5, 200 6, 000 1, 800 -W- 3, 200 $33,000 Comment: The proposed schedule for 1959 has a somewhat stepped-up effort in the glass and ceramic markets in the way of extra space and increased insertions. This is to tie in with increased selling effort in these fields. - 12 - NL 000039745 Trade Paper Space Directories Calendars Printed Matter Contingency 1959 Advertising DeLore Division 1959 $3, 100 810 1. 300 1; 290 $6,500 1958 $3,600 700 1, 200 $6,500 ooo r< General Advertising American Bearing 1959 $2,000 1958 St. Louis Smelting and Refining Div. Local Goodwill Advertising 1959 $ 250 1958 $ 250 Texas Mining and Smelting Div. Local Goodwill Advertising 1959 $ 300 1958 $ 300 in 1959. Evans Lead Division Master Metals These units report they intend to do no advertising NL 000039746 13 ~