Document LKQZy1BKk5aO8LgrqzwJQQw55
ADVERTISING DEPARTMENT T. HOWARD SARINE. MANAGER
Ill BROADWAY
NEW YORK 6 January 4, I960
Mr. J. A. Martino, President National Lead Company BUILDING
Dear Mr. Martino:
I am pleased to submit herewith the Company's General Advertising Budget for 1960. Comparative figures for 1959 are also included.
As customary all budgets have the approval of the responsible heads of divisions and departments.
Very truly yours;,
Ends.
Advertising Manager
I/I4./6O Copy sent to each member of the Executive Committee NL 000040073
SUMMARY
1960 Advertising
Paint Pacific Coast Schorn Division National Lead Co. of Hawaii Metals Pigments = M 50 Pigments - 45-X Chemicals Nuclear Metals Goldsmith Bros. Baroid Southern Screw Titanium Pigments Doehler-Jarvis Magnus Metal Titanium Alloy Mfg. Chas. Taylor Sons DeLore American Bearing St. Louis Smelting & Refining Texas Mining & Smelting
1960
j
1959 /
n $1, 391, 957. v i[ $1,292, 867 \
U 405, 500
381, 150
26, 000
25,000
10,000
10,000
68,160
41, 740
113,516
114,750
2, 150
4, 550
66,500
9,500
22,525 335,292
/ /
jf /
65,000 7, 800
15,852*
275,650
160,537
141, 130
134,981
116, 870
109,000
82,850
57, 500
58,000
48,854
48,400
32, 949
32,800
5,350
6, 500
2, 000
2, 000
250 250
300 300
$3,002,821
$2, 723,459
s\
* This was not included in the 1959 budget.
20 \^)0
NL 000040074
N 26171.01
EASTERN PAINT
BUDGET
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ML 000040075
I960 Advertising
MEDIA
Magazines
Publication Saturday Evening Post Look Better Homes Readers Digest Extension Magazine
Preparation Costs
/
j l
Circulation
6,000,000 6,000,000
/ /
4,850,000 V i 12,000,000
400,000 / 29, 250,000 V
Less Pacific Coast Share
Total Cost $136,834 jy 94, 710 95, 105 79,132 3, 539 $409, 320 25,000 $434, 320 65,148 $369,172
No. Trading Areas 20
Preparation Costs
Television Total T-V Homes
23,000,000
Total Cost $195, 000 <y
t
f
25,OOP $220,000
Business Papers and Space Placed Direct
Publication Paint and Wallpaper Dealer Paint and Wallpaper Logic Building Supply News Coloramic American Painter and Decorator Spotlight
Preparation Costs
Less Pacific Coast Share
Total Cost $ ( >, 537 ,4 1, 150 \
j3, 336
1, 297 4, 111 j 1,179 /
$18,276 / 5, 000
$23, 276 3,491 $19,785
Grand Total
$608,957
NL 000040076
I960 Advertising
Dealer Advertising, Promotional and Point-of-Sale Material
Cooperative Advertising Classified Directory Listings Booklets and Printed Matter Color Cards Dealer Magazine Trade Shows Window and Store Displays Store Signs and Decals
$250,000 55,000 75,000
175,000 20,000 10,000 40,000 50,000
$675,000
NL 000040077
1960 Advertising
Contractual Agreements
Factory Sign Maintenance Disneyland
$4,000 6, 500
$10,500
Administration
Association Memberships Personal and Travel Expense Office Expense Rent, Light, Heat Salaries Misc. Production Costs
$2,000 5, 000 3, 500
10,000 45, 000
2,000
$67, 500
In Reserve
Contingency
$30,000
000040078
1960 Advertising Recapitulation and Comparison with 1959
Media Magazines Television Business Papers
Advertising Through Dealers
Contractual Agreements
Administration
Contingency
1960 $ TS9T172
220,000 19,785
$ 60B7757
$ 675,000
$ 10,500
$ 67, 500
$ 30,000
$1, 391,957
1959 $ 402,407
137,160 23,300
$ 562,867
$ 617, 000
$ 10,500
$ 77, 500
$ 25,000
$1. 292,867
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Nt. 000040079
PACIFIC COAST BRANCH
PAINT BUDGET
i 7
NL 000040080
1960 Advertising
Cooperative Advertising General Advertising Trade Paper Advertising Dealer Presentation Classified Directory Listings Export Advertising Displays and Exhibits Booklets and Folders Promotional Material Dealer Signs Company Store Signs Company Store Displays Company Store Advertising Color System Color Cards Administrative Expense
1960 / $ 74,000 v
123,000v/
5,700" 6,600 / 15,000 J
500 14,500
5,000 1, 600 12,000 7, 600 5, 500 4, 000
-=
90,000 40,500 $405,500
1959 $ 55,000
115,500 5, 775 8, 725
14,500 4, 500
12,950 8, 500
15, 750 6, 800 5,300 6, 350 9, 000
80,000 32,500 $>381, 150
Schorn Division National Lead Co. of Hawaii
26, 000
10,000 $441, 500
25,000
10,000 $416, 150
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Comment:
The following quotes are excerpts from the budget request by Mr. D. D. Roberts, Manager of the Pacific Coast Branch:
"Pacific Coast Branch has benefited materially from the series of seasonal promotions that were staged in 1959, and it is our intention to follow a similar pattern in 1960. While all of our promotions have been well received by dealers, their success in stimulating consumer purchases has not been consistently good and we feel that each of the promotions scheduled for I960 must be given more promotional support for this reason.
"In addition to three seasonal promotions, there is pro vision in this budget for advertising to architects, offering a new 'Western Architectural Painting Specifications' that will be avail able early in 1960; and to paint dealers, offering the benefits of the new 'Spectral Range' color system.
"We feel that all of these promotional activities are essential if we are to improve our market position in Pacific Coast Branch during I960. And these activities, for the most part, account for the proposed increase in our budget over the previous year. "
NL 000040081
1960 Advertising
METALS
Trade Paper Space Preparation Costs Directory Advertising Booklets & Folders Trade Show Misc. Production Costs Personal & Travel Expense Salaries Contingency
I960 $257150
8. 000 2, 500 10,000 3, 000 2, 500 2, 000 13,000 2,000 $68,160
1959 $ 6, 240
-2, 500 10,000 5, 000 2, 500 1, 500 12,000 2, 000 $4L, 740
Comment:
The suggested budget represents a "stepping-up" of advertising the various metal products. This was radically cut back in 1959 and it is felt that in face of competitive pressure we should restore some of the advertising.
.
NL 000040082
1960 Advertising
Trade Paper Space Preparation Costs Booklets Direct Mail Trade Show Contingency
PIGMENTS
M50
1960 $ 70,311
31, 705 3,000 1, 500 6,000 1,000 $113, 516
1959 $ 54,000
55,000 3,250 2, 500
- - UrTTl, 750
Comment:
This proposed schedule is designed to continue the promotion behind M50 which has proved so successful since it was started in 1958.
The trade show item refers to the Production Club annual exhibit at which we exhibited in 1958. There is a possibility that we will want to introduce ONCOR and new pigments at that time. If not, the money will not be expended.
t 7
Trade Paper Space Preparation Costs
45 X
1960 $1,650
500 $2, 150
1959 $2,580
1,970 J4~550
Comment: This represents a minimum schedule.
NL 000040083
1960 Advertising
CHEMICALS
Stabilizers
Bentones
Trade Paper Space Preparation Costs Trade Show Chemical Materials Catalog Salaries Brochures Contingency
1960 $42, 000
14,000 6, 000 ~~ 2, 000 1, 500
$66,500
Ooo
H
Ben- -Gel
1959 $4l,000
15,000
6, 500 1, 500
* 1, 000 $65,000
Comment:
This program follows the pattern of recent years which properly covers the fields from which we get our major business.
1
NL 000040084
NUCLEAR METALS
Trade Paper Space Printed Matter Trade Show Travel 8t Personal Expense Contingency
1960 $2,000
2, 000 4, 000 1, 000
500 $9,500
1960 Advertising
1959 - *
1, 800 4,000
500 1, 500 $7,800
Comment:
This division has not previously advertised in trade papers. However, it is felt that the facilities of the Albany plant should be publicized.
Trade Paper Space Directories Preparation Costs Printed Matter Contingencies
GOLDSMITH BROS.
1960
1959
$13,740 Y , $14,157
1,685
1,685
2, 100y ^
--
3, 000 vV
--
2,000
--
$22,525
$157852
Comment:
This is virtually a continuing program with provision for new advertisements and a modest direct mail program.
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NL 000040085
I960 Advertising
BAROID DIVISION
Trade Paper Space Newspaper Space Preparation Costs Product & Service Bulletins Catalogs Technical Manuals Store Directory Publications (5) Classified Directories Memo Pads Trade Shows Salaries Miscellaneous Contingency
1960 $135, 763 V
4,302 j 34,450 M
J18, 500
10,000 12, 500 /
j5,000 J41,300
11,000 13,837 10, 500 25, 140
3,000 10,000 $335,292
1959 $112,000
c-ca
33,600 17,500
10,000 5, 000
36, 550 9, 000
16,250
> a> a
23,250 2, 500
10,000 $275,650
Comment:
The recommended budget amounts to 0.57% of the estimated sales dollar compared with 0. 503% for 1959.
1
NL 000040086
1960 Advertising
SOUTHERN SCREW DIVISION
Trade Paper Space Misc. Local Advertising Hardware Shows Printed Matter Novelties Gifts to Customers Industrial Film
1960
j
$130, 837 sj. 1, 200 if
5, 000 Jj
o ooo
3, 500 Yj 10,ooo y
$160,537
1959 $104,330
1, 200 5, 000 10,000 3, 500 10,000 7, 100 '$141, 130
Comment:
In submitting this budget Mr. R. Martin says "We have made a detailed study of the above requested budget and feel if we are to continue with our steady sales growth the above is deemed necessary. Each item has been carefully scrutinized and we have eliminated all items that we did not deem necessary. "
ml 000040087
I960 Advertising
TITANIUM PIGMENT DIVISIOJ
Trade Paper Space Preparation Costs Convention Souvenirs Sales Promotional Literature Miscellaneous
1960 Y $ 91,431 VA
30,000 /'
9, 000 3, 800
750 $134,981
1959 $ 75,120
27,000 9, 000 5, 000 750
$116, 870
Comment:
The i960 budget reflects rate increases as well as an expanded schedule and greater use of color.
NL 000040088
1960 Advertising
DOEHLER-JARVIS DIVISION
Trade Paper Space Preparation Costs Trade Directories Classified Directories Motion Picture Service Booklet Printed Matter Trade Show Research Bulletins Chromeware Gifts Salaries and Expenses Direct Mail Sales Promotion Material Contingency
I960 $34,500
6, 000 3, 700 1, 800
500 5,000 1, 500 11, 000 10,000 12,500 5, 000 5,000 7, 000 5, 500 $109,000
1959 $25,000
4, 000 3, 000 1, 500 1,000 5,000
12,850 10,000 10,000
5, 000 O <3 a ---
5, 500 ?82,850
Comment;
Mr. Koegler makes this comment regarding the proposed budget... "You will notice that the proposed I960 budget of $109, 000 is substantially higher than the $82, 850 budgeted for 1959. This increase results from expansion of current programs and the addition of new programs all designed to provide necessary support in reaching our I960 sales goal of $100,000,000, "
IML 000040089
1960 Advertising
Trade Paper Space Preparation Costs Railroad Magazines Direct Mail Salaries Contingency
MAGNUS METAL DIVISION
I960 $38,000
7, 500 2, 500 3,500 3,000 3, 000 $57, 500
1959 $36, 000
9, 000 3, 500 3, 500 3,000 3, 000 $58,000
Comment:
Mr. E. M. VanWinkle refers to the above budget as follows: "For our I960 program every possible economy has been stressed and perhaps it should be emphasized that it does not envision the promotion of any new products that Magnus might sell or manufacture during the coming year. These conceivably might require reconsideration of the present budget proposal and possibly additional funds as well. "
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NL 000040090
1960 Advertising
TITANIUM ALLOY MFG. DIVISION
Trade Paper Space Catalog Space Preparation Costs
1960 $38,443
3, 991 6,420 $48, 854
1959 $38,900
3, 200 6,300 $48,400
Comment:
This budget represents an almost exact replica of what was done in 1959.
1
Trade Paper Space Directories Preparation Costs Direct Mail Sales Literature Agency Service Fee Advertising Specialties
CHAS. TAYLOR SONS
1960 $157295
2, 854 3, 000 2, 000 5, 000 1, 800 2, 000 $32,949
1959 $14,500
2, 100 2, 500 4, 900 5, 000 1, 800 2, 000 $32,800
Comment:
This proposed schedule is a continuation of the effort initiated in 1959.
NL 000040091
Trade Paper Space Directories Calendars Contingency
DE LORE DIVISION
1960 $ls 950
800 13 100 1, 500 $5, 350
I960 Advertising
1959 $3, 100
810 1,300 1, 290 $6, 500
General Advertising
AMERICAN BEARING
1960 $2,000
1959 $2,000
ST. LOUIS SMELTING & REFINING DIV.
Local Advertising
I960 $ 250
1959 $ 250
TEXAS MINING & SMELTING DIV.
Local Advertising
1960 $ 300
1959 $ 300
EVANS LEAD DIVISION MASTER METALS
These units report they intend to do no advertising in 1960.
NL 000040092