Document pmXooa0qgqxR9bK4EJxZNdOpD

SUMMARY 1957 Advertising Paint Pacific Coast Branch Schorn Paint Hawaiian Island Metals Baroid Doehler - Jarvis Southern Screw Titanium Pigment Magnus Chemicals Titanium Alloy Chas. Taylor Sons DeLore St. Louis Smelting & Refining Texas Mining & Smelting /$1, 194, 000* 46,500 51,300 26,560 6, 500 250 300 $2,544,358 47, 200 46,115 51,500 25,820 7, 650 250 430 $2, 362,419 * Already submitted to Executive Committee ** This figure does not include the $35, 820 approved in 1956 for Branch Expense. See budget for explanation. NL 000039794 1957 Advertising Metal Advertising Trade Paper Space Preparation Costs Directories Booklets & Folders Misc. Art Work & Cuts Personal and Travel Expense Salaries Contingency 1957 $43, 349 10,034 2,500 7, 500 5,000 2,000 12,000 3,500 $85,883 1956 $43,500 -- 2, 500 13,500 5, 000 3,000 18, 000 3, 500 1589, 000 Comment: While the 1957 figures given above show a drop of only a little more than $3, 000 from the 1956 appropriation, actually there is an 11% reduction from the sum approved for 1956. The bulk of this reduction shows up in "Branch Expense", budgeted at $35, 820 in 1956 and at $25,000 in 1957. This "Branch Expense" drop of $10,820, plus the $3, 117 drop indicated above, amounts to an overall reduction of $13, 937 (11%) from 1956. "Branch Expense", included in all previous years' summaries, has not been included in the 1957 breakdown. The reason for this departure is that "Branch Expenditures" do not appear on the periodical General Office advertising statement. They are treated by the accounting depart ment as branch expense. The trade paper advertising is being kept at about the same level as in 1956. Reductions in 1957 printed matter and salaries provide funds for ad preparation costs which were not included in the 1956 budget. -2- NL 000039795 1957 Advertising Baroid Division Trade Paper Space Preparation Costs Classified Directories News Bulletin Product & Service Bulletins Data Book Sections Distributor Lists Memo Pads Catalogs Internal House Magazine Salaries Contingency & Misc. 1957 $115, 804 33,450 7, 000 32,000 15,000 10,000 8, 000 12,206 18, 700 5, 000 23,250 21,850 $302,260 1956 $ 72,139 43,350 5,000 30,000 8, 500 12,600 5, 000 10,125 -- -- 20, 290 18, 000 $225,004 Comment: While this budget request represents a dollar increase over 1956 of about $75, 000 the percentage of estimated sales dollar remains practically the same (0. 58 compared with 0. 56 in 1956). The reasons for the increased space costs are the use of three colors to aid in establishing the new Baroid colors; added insertions to keep pace with competition; intensified promotion in the rapidly growing offshore drilling areas; increased space rates. About a third of the increase is due to two items not in the 1956 budget. One is catalogs which were not needed in 1956. The other is the internal company magazine being started in 1957. Also, a three-stage program of bulletins on all new products and a stepping up of direct mail effort accounts for another $6,500. -3- NL 000039796 Baroid Division DEPARTMENTAL BREAKDOWN 1957 Advertising Dept.Estimated Sales _________ Advertising Eaqjenditure 1956 1957 1956 1957 Drilling J* $36,000,000 $46, 000,000 Mud f $173,330< $148,873.20 Well Logging 2,400,000 3,200,000 18, 830 43, 132,20 Bentone 900,000 1,000,000 16,768 24,520.70 % of Sales Dollar 1956 1957 0.48 0. 32 0. 78 1. 34 1.86 2.45 2. 76 6. 97 Estimated Sales Advertising Expenditure 1956 - $40,106,000 1957 - $51, 300, 000 $204, 713.00 $279,010.00 Salaries 1955 1956 1957 $18,000.00 $20, 290.00 $23,250.00* * Includes new man added to staff October 1, 1956 Grand Total (Including Salaries) 1956 1957 $225,003.00 $302,260.00 . 4~ % of Sales Dollar 0. 51 ^ 0.54 NL 000039797 0. 56 0. 58 1957 Advertising Doehler Trade Paper Space Preparation Costs Directories Classified Directories Motion Picture Service Printed Matter Trade Shows Special Machine for Show Use University Machine & Service Salaries Contingency 1956 ,$ 36,400 8 000 ,1 000 31,500 6, 500 13,000 y8, 000 17, 5Q0 3, 500 $125,400 Comment: One magazine Modern Metals has been added to the trade list. Otherwise the schedule is the same as 1956 although there have been . rate increases. The salary item has been added since the full time of one man is required. NL 000039798 1957 Advertising Southern Screw Division Trade Paper Space (incl. production costs) Local Advertising Trade Shows Printed Matter Novelties Christmas Gifts to Customers 1957 ,$105,000 1 200 5, 000 10,000 3, 500 10,000 $134,700 $65,000 1, 200 2, 500 10,000 2, 000 10,000 $90,700 Comment: It was explained that the increase is due to expansion into new lines. -6 NL 000039799 1957 Advertising Titanium Pigment Division Trade Paper Space Preparation Costs Convention Souvenirs Sales Promotional Literature Miscellaneous ! 1957 $ 59.000 20,000 9.000 23,000 750 $111, 750 Comment: 1956 $ 58,100 20,000. 9,000 23,500 / 750 $101, 350 HI The trade advertising covers all the major fields offering a market for Titanox including paint, textile, rubber, plastics, ceramics and paper. All have had rate increases over 1956. Also insertions have been increased in two publications and two magazines have been added. Competition has also increased their advertising activities and there is now a new competitor in the New JerseyZinc Company. The money budgeted in 1956 for a new edition of Titanox Pigments, Properties and Uses has been transferred to 1957 as the catalog will not be published until the early part of next year. . 7- NL 000039800 1957 Advertising Magnus Metal Division Trade Paper Space Preparation Costs Railroad Magazines Direct Mail Special Reserve Salaries and Personal Expense Contingency 1957 $23,000 6,000 3,500 7,000 5, 500 7,000 2,000 $54,000 1956 $22,500 6,000 3, 500 7, 000 --- 6, 200 2, 000 $47, 200 Comment: The amount under Special Reserve is to cover space and preparation costs to promote a redesigned journal stop now under consideration. - 8- NL 000039801 1957 Advertising "Dutch Boy " Chemicals Trade Paper Space Preparation Costs Trade Show Foreign Advertising Contingency 1957 $37,000 7,500 ---- 1,000 $45,500 1956 $31,615 10,000 3,500 1,000 ------- $46,115 Comment; The principal change is an increase in the frequency of insertions in the American Paint Journal and the adding of Plastics Technology to the list. The latter book has good circulation among processors and manufacturers of plastics. -9- NL 000039802 1957 Advertising Titanium Alloy Mfg. Division Trade Paper Space Production Costs Catalog Space Monthly Reminder Trade Shows Printed Matter Contingency 1957 $28,300 4,300 4,200 10,000 2, 000 1, 500 1,000 $51,300 1956 $27, 800 5,000 4, 200 10,000 2,000 1, 500 1,000 $51,500 Comment: Adjustments have been made in the trade paper list although the amount of money invested is practically the same as 1956. Chas. Taylor Sons Co. Trade Paper Space Directories Preparation Costs Direct Mail Sales Literature Contingency 1957 $11, 780 1,780 3, 500 2, 000 5,000 2, 500 $26,560 1956 $11,100 1, 720 3, 500 2, 000 5, 000 2,500 $25,820 Comment: Essentially this is the same program which was approved and followed in 1956. In view of the increasing demand for refractory products and expanding competition this continuation of advertising effort seems fully justified. - 10 NL 000039803 De Lore Division Trade Paper Space Directories Calendars Printed Matter Contingency 1957 $3, 000 520 1,350 1, 500 130 $6,500 1957 Advertising 1956 $3,000 650 1,300 2, 700 --$7,650 St. Louis Smelting & Refining Div Local Goodwill Advertising 1957 $ 250 1956 $ 250 Texas Mining & Smelting Division Local Goodwill Advertising 1957 $ 300 1956 $ 430 American Bearing Master 'Metals Evans Lead Division These units report they expect to do no advertising in 1957. NL 000039804