Document o9rBopKxE1B6rYYMmD7j5QR6D

I'ggpippvwilW^' up I'mimssBB'qMpmnsppBi PPMPPMHHMI LI AO 8973 m i .ftfiffoV:' '**- ~ - - jQfeWi r V.^. ,^.. -.Vjt'rtAAi * i B J * ' S 1 \ It* Tort, S.Y. WHITS LEAD PSOHOTZQ* rao&ftm__________ Mlnyterof^gjy^talft Bovsabfr 10, IMS A seating of msmbera subscribing to the Whit* Lead Promotion Program was bold at the off let of tb Load In- duatrlaa Association, Mew fork City, Tuesday, Bovumbaar 10*:, at lOilO A.M. Praaaot warai COUPAMT Tba legle-Pichar Balsa Company Tba Eagla-Plchsr Salas Company International Smelting A Refining Co. Matloaal Load Company National Load Company St. Joseph Load Co. U.fe. Smelting Refining A Mining Company, InC. mmuttsm E. L. Oooody M. a. Soiior J. M. McDonald *. Enuat H. Bovo S. V. -Patera T. P. Coleord B. B. Taylor Load Industries Association P. S. Voraaor, Soorotary B. L. Zlegfeld, Aaalstant Socrotary Tba aooting aa called to order with Mr Patora la tho chair. Tbo chairman briefly reviewed tho history of tho Caapalgn, stating that It had started aa a toroo year prograa and than had boon continued ono year on a rodueod basis becauso of oorxd conditions. The purpose of tho present meetlng eas to tee whore the Campaign should go from this point. The Secretary briefly summarised the report of 1Mi activities enlch had already Loan circulated to tne members on November 4, attached as ^Exhibit A." He particjiarly thanked the mom* bors of tho Aseoclation for their advice end assistance In the Campaign. The Secretary's report end financial statement mas accepted. The Financial Report le attached as Exhibit *8". The chairman stated that eh lie white .esd statistics are disappointing, no comparable figures are available for mixed paint but hv felt that no sales of outsldo mixed paint had fared no better under war condition!. Be stated that It la difficult to measure the results of advertising but his own feeling wee that the Campaign had helped to make people lead conscious and he felt thet the Association, having been successful in getting a cooperative effort of thle kind started, should not let it drop. He pointed out thet since the Caapalgn had teen running for a number of years, the costs would be deductible for tax purposes. .. njwiasBBegi in'niBu uu WHIP N 2946 w i^fca ^m ta ^fa e a & i 'w * ' wwmww.w .. r Whitt Lead Promotion 1 iIfProgram - - --- ----- ------ --------- Vowcdbaf 10; 1941 -- It suggested thtrt were four alternatives th*t might bt followed la 1M5. Tbsy trt ta follows i t 1 1. To oontlxnit tht eaapalga on tht prtsant basis, maintaining tht IMS btala of subscription. ... I. To haws tht campaign proaott lead ear- -.Si boosts specifically, at no financial support is forthcoming tron the load -*tr sulphate production. . {ny-'' I. To drop the eaapalga entirely, 4. To initiate a broad eaapaln for laad products of all kinds, hawing In view the tremendous competition tne industry will bt facing after the war with all ether eonpetltlwe metals and produets. ,, Be further pointed out that due to the feet that this oooperatlwe advertising campaign bad bean in existence for four years, the Industry had a large investment in it, which should not be overlooked. Be furthermore pointed out that if the industry had not been expending Its money for this purpose in the peat and ware Just now initiating a cooperative campaign, in all probability the money contri buted for this purpose would not be deductible as expense for tax purposes. The policy of the Government as announced la to permit the deduction of these advertising expanses, un less It Is something new and unusual which may poaslbly have bean initiated for the purpose of setting up new and unusual deductible expenses 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 la the agricultural field being conducted by the Association. A sub-committee composed of Messrs. Peters, Rowe and Zoller waa appointed further to study the entire subject and to re port beck wltn a apeolfle recommendation as to plan and policy. This committee will report at a later meeting at which detailed plans will be submitted for IMS, after which they will be sub mitted to all subscribing oompanics for their action* Secretary Iif f r it f r ih lN V ir * - ~ " f r ir in wip * .!.;> jmjBpw.g1"Mjie ml ',MjuuujmijuBi miml* o 5 LI AO 8975 i.. I Whit* bead Promotion Program Minutes Exhibit Vovtober 10, X94 ttMflaMLJgPgBt Ham LEAP fhgjgllflM JB9fiMM f*ffii*nr l--..Pttgt>tr IMS Ourlnj lMP, tha lead industry continued it* ligtrtttt cooperative advertising and proeot local campaign Is th* Interest of white lead. Inasmuch as our previous progrot* report <19*1) sunmerlzed th* program, out lining Its objectives and describing th* many colUttrn activities of th* progrui, we have triad in this report not to duplicate any of th* Information previously given. Suffice It to sar that because of th* war, expenditures for IMS were reduced considerably - to a point believed to be th* minimum froa which full value would be received for th* kbay appropriated. The caapalgn, aa you know, anbracas three pro- notional flalda - advertising, publicity end oollateral activities. AgygllfiMfl national advertising In general circulation, fans maga zines and trade papers continued to be tha backbone of tha caa palgn. However, tha space used was reduced by eliminating In sertions In one general magazine, COLLIDES, and several trade papers. Th* advertising was prepared by our agency, Arthur Kudner, Inc., with th* help of our Advertising Committee, and copies of all our advertisements were aal.ed to cooperating are bare. Th* campaign differed froa the 1941 program in emphasis ing paint plctorlaily and subordinating its former distinct mining fldwor, and yet preserving continuity by Including the lead miner as a ayabol of th* Industry and nentlooed In the copy the connection between the product oi the lead miner and whit* lead itself. Total circulation of tha magazine selected by our Adver tising Committee wee as followsi General Magazines Farm Magazine* Trad# Papers 7,910,786 ,194,878 411,197 Total I5753T7535 Tha coexist# advertising schedule for 1942 foilowe1 HtfftllM baturday Evening Poet Batter Homes k Gardens American Home Sits of Spscs \ PM* i pm* i p*i* I PM* 6 1 6 n nwnwmf WPS . ^jHj-MUMSa N 2946.01 ii ii, m-num'ipiu., .................. u RMliV LIA08976 -^fcii'ViMfifei ii1j. It -4Whit* Lead`Promotion Program Miovtws * -------- -------- "" I J. iwiVr Exhibit *Aa ~ Movesber 10, 1948 PBQQft&frp fitful (Continued) Magatlne Para Publications Country Gentleman Site of Smc Bo.of Instrtlons i Pl* Agricultural Leaders* Digest 1 page .6 ' Trade Papers AmericanPaInter k Decorator 1 page 8 i. National Painter* Magatlne 1 page Architectural Fonts 1 page ] 1 American Paint k Oil Dealer 1 page t American Builder (General Section) 1 page 6 > American Builder 1/8 page (Dealer Distribution Section) 8 Painter A Decorator 1 page 8 The wide coverage of the advertlaing is indicated by re ceipt of letters requesting information about vhlte lead from Mexico and other countries. Undoubtedly also, the advertising campaign has given the white lead industry a prestige it has 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 egencles s the U.S. Office of Education. 6 .. t E rv&igm It was felt tnat such publicity ss Home Owners* Forum and the house of the Month, which were used successfully in this campaign in the pa^t, wou-d not be nearly so effective in 1948 Decausa of competition with war news in the papers. Consequently these features wars dropped. Regulations governing rapalrs offer an opportunity to stimulate home owners' interest in pre serving their homes by painting with the possibility that tne 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 magaxlnas in wnlch they appeared fol low si .i ' f K MJ*V, pjipwy wyjjpu. m jpii Jt.ii i WJ 1 '.1WLU-- % Whit* Lead Proaotloo rrograa Minute* -5Exhibit *A -------- -------------- - Moveaber 10,1948 * PROGREi* REPORT tgaa Painter * Decorator April, IMS Painting by tha Sea* Mlaalaalppl Talley Luaberaan Jan.SO,1948 Paint Take* Outatand* lng Role In Building Material Sale* Prograa* Country Gentleaan March, 1942 Don't Caable nth Paint* Southern nuaberatan Apr. 1, 1948 Portfolio of Aaerlcan Landmarks #11* Mqr 1, IMS Portfolio of Aaerlcan Landaarka #18* July 1,1948 Portfolio of Aaerlcan Landaarka #16* s*pt.i,ms Portfolio of Aaarlcan Landaarka #14* Oct.*1,1948 Portfolio of Aaerlcan Landaaras #15* Wood Conatruction July 15,14S Portfolio of Aaarlcan Landaarka #16* Aug. 15, ms Portfolio of Aaerlcan Landaarka #14* oct. i,ms Portfolio of Aaarlcan Landaarka #15* gQUATEM. AgTITITIM Tha book "What to Expect fro# Whit* Lead Paint* waa a(tin ua*d to answer inquiries raauitlng froa advertlaeaents. More tnan 2,500 copl*a war* distributed la th* period covered by this report. The negsaln* LEAD, a large proportion of the apace in which la devoted to white lead, w*a publlahed every other aonth and dlatrlbuted to a Hat of wore than 60,000 architect* and othera, aoat of whoa are vitally Interested In painting and building con* atructlon. Mo part of th* coat of tnla publication la born* by th* whit* lead caapalgn. Hundred* of Inquiries about paint probleaa requiring apeclal repllea were anawered by letter by th* Aaaoclatlon Staff. leg'.!" w --- ----- ................................ ` -- ulw ip I. I- i 1 i IMt Lead Promotion Program Minutes LIA 08 978 -.-mawr V.'il* v*Ww'-w Exhibit *A* ' VoTwbtr 10,194 Promotional work wl th far* organisations, government agencies, Institution* and others was conducted tgr th* As* sociation under a separata fund. In this work, the American Turpentine Farmers Association Cooperative participated finan cially. A detailed report of tne activities of th* Agricultural bervlee Division la being furnished separately. [svPivj It Is difficult, if not impossible, to ask* s sound astlaste of th* tangible results achieved by our campaign In 1(K. This is true in large aeasur* of all advertising campaigns in ear tlae. Tne aar has created a situation mhlch makes it es pecially desirable to carry on the work begin four years ago, for the reason that a growing accumulation of pig lead in th* United States with no shortage visible places us today in tne position of actually having to seek markets for our lead products. At th* sane time, th* var has created a prosperity, particularly 'n farm areas and industrial centers, which, coupled with the growing scarcity of merchandise, opens th* possibility that paint ing of hoses and other structures will receive more attention than it has during the last two years. We shail have to struggle for our share of this business against strong competition. Mo matter ho* one analyses the whit* lead situation, th* following facts remaini 1. Whit* lead is th* premier paint pigment. S. Whit* lead must aeet trcaaodous competition from low-cost competitive pigments and a probably lntenslflcatloo of this coapetltIon as a result of war time research and developmanta. 5. A large market continues to exist for the use of white Iced. 4. There le e transition to resdy-mlxed white leed paint which requires the assistance of th* lead mining Industry to complata. 6. *be whit* lead industry has the competition of prepered paint manufacturers, some of whom are working actively to make white leed disappear from th* paint market altogether. They must be fought at al. costs. Tne whole problem of protecting th* comparatively small whit* lead Industry It too big for s few companies alone to handle and requires tne assistance of the lead miners and smalttra. l*^-- i I ii . Itttfcd iSMi Irtin. i. mHmMarturn r I .i.aamjaa^ttmiffilTllifl td tliiilM , -'lump lawss .............. ...... mommmm mm\ LIA08979 i*riiiBv >~i~Wi i r m TMiUTHal-inf i Whlta Laad Proaotlon Prograa uimitn -7. Exhibit *A* loranbar 10,104*-- fi2fififi&L222fiX EaaiHr 6. Our cucpilfn ha a now baan running four paara and rapraaanta an lnvaatnant bp the laad industry that can ba lncraaaad In aalua only bp continuing our affort* On tha contrary, to dlmlnlah our affort >'->' night loaa for u a larga aaaaura of tba valua aohlavod. ,f ** 7. As tha oar prograaaaa and advartlalog u- pandlturaa com undar cloaa aerutlnp tgr Govarnnant, tha pracadant wa hava aatabllahad will ba waluabla In aalntalnlng our right to advartiaa. 8. Tha coat la axtraaaly aodarata. 0. Laat, Uit not laaat, I faai that of all tha co--oo natal a. nooa naada advtrtlaaa s-jch a ieo In ordar to ahow lta uaa- ful propartlaa, lta aaiua to nanklnd, and to nalp dlapal tha faar of ualng It which 1 an aorry to aay atl.il axlata strongly In naop dlractlona* Sacratary i ' nwnir ntitm n ri i WWJp iriifcir iimagdli - *. n e fa liti< irll*iiim in *a i i *' '- * - ; -' ' v t~l A 08960 ' - --. .- -iirfr, tmtiati^i~MSi^ Hir^wjVfi'rt liiir ntfrUin 'n ' i*Sfc?Hfci Whit* L**d Promotion frOffM Klimt** ------ -7- Exhibit *6 loTMbtr 10,1948 numciAL iMtsa WHITK LEAP PROWOnOi PROGRAM Jury*nr j to October Si. lW4g Bslaoc*, January 1, IMS ^descriptions Assessed and IUci1t*4 6.979.U '. ^ !~r*187,807.00 filJ&tEJUMQlil Kent and Light Furniture, fixtures and Equipment Salarlas doc1*1 Sscurity sntertalnnant *nd Luncheons Office Supplies Miscellaneous Printing lulling Illustrations Advertising 6p*c* Less: Discount 186,680.78 ___LLM Publicity Production TOTAL OXbBOH&OaVTb 8*1snc*. lovenber 1, 1948 nu,ui,a 900.00 9.89 8,058.77 U8.68 4.00 79.74 IS. 18 100.18 488.64 *74.77 184.484.68 1.449.16 8.646.16 *1181.680.44 U, 888.67 I 1168.166.U ry*w*jn,Mw*ii.pjMM ijss^BgpiijiJijMUii U.I i pe>. rmmimmf e . iv*- N 2946.02