Document V320x5OOmrq3VO8rrKN8bq5E4

0 if BUDGET COMPARISON SUMMARY Conaamer Advertising "Dutch. Boy" Paints National Advertising Regional Advertising Local Advertising TOTAL 1964 Approved Budget $461,000 59.000 J&C* 308.000 $828,000 1965 Recommended Budget $438,000 /2 222,000 335,000 $993,000 :V ' ^V,, /' <?a , "1. * f' V I, . . t,0 ,5* 9/9/64 R. W,' Unwin, Jr. / w- ftfa wyLth ".'....life,; 1965 RECOMMENDED BUDGET Consumer Advertising "Dutch. Boy" Paints .Publication Reader's Digest (Nat'l) Reader's Digest (Regional) Better Homes (Natl) Better Homes (Regional) House & Garden House Beautiful Sunset (West Coast) Popular Science Popular Mechanics Mechanix Illustrated Family Handyman Space 1 pg.-4/C 1 pg.-4/C 1 pg, -4/C lpg--4/C lpg.-4/C 1 pg.-4/C 1 pg, -4/C lpg.-4/C lpg.-4/C 1 pg. -4/C 1 pg.-2/C Insertions 3 3 3 3 3 3 3 6 3 3 3 3 Life (Top 12 markets) Outdoor (Mkts. 13 thru 100) f 1 pg. -4/C TOTALS 6 3 48 , Total Circulation 42,750,000 24,500,000 18,600,000 10,000,000 9 750.000 3,300,000 2,900,000 4,000,000 3,900,000 3,700,000 3, 600,000 900,000 (v*,S ______ 127,900,000 9/9/64 R. W. Unwin, Jr, 1964 APPROVED BUDGET Consumer Advertising "Dutch. Boy" Paints Publication Look Saturday Evening Post (Nat'l) Saturday Evening Post (Regional) Better Homes Mechanix Illustrated Popular Mechanics Family Handyman Extension : . Space lpg.-4/C 1 pg.-4/C lpg.-4/C 1 Pg. -4/C 1 pg.-2/C 1 pg, -2/C 1 pg,-2/C 1 pg,--2/C , Insertions 5 1 3 4 3 3 3 3 Local Newspapers (48 mkta.) Outdoor (26 mkts.) TOTALS 1/4 pg.-BfeW 24 sheet 6 _2 .... 34 Total Circulation 37,500,000 6,500,000 9,000,000 18,000, 000 3,600,000 3, 700,.000 400,000 1,200,000 -- 79,900. 000 9/9/64 R, W. Unwin, Jr,