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MEDIA OB IV 5

1. Concentrate advertising impressions against Opinion Leaders in the following Target Groups.

A) Federal vemment E) Adults who Influ Environmental Issues
Executive Branch; Congressional Branch Depletion] Protection of Ozone Layer

Energy Conservation

Recycling

Toxic Waste

C) Private Sector Wetlands Policy
Business, Finance and Industry,
Communications/ Media, F) Adults who In?uence Political Economic Issues
Education, Law Economic Policy
Science, Medicine Farm Federal Technology

Foreign Policy

Int'l Trade and Tariff

Regulation 0f: Military] Defense Spending

Automotive Industry Space

Advertising/ Communication] Media Industries

Labor and Management Policies

Banking/ Financial Industries

Energy-Related Industries

Pharmaceutical] Health Care Industry

 

B) Stat and alGovernment

 

 

 

For purposes of Media analysis this target has been demographically defined as:
Adults 35+ Professional Managerial.

2. Provide Mobil Op-Ed with a national advertising presence throughout the year.

3. Provide additional advertising emphasis in two key Mobil Op-Ed markets:
Washington D.C.and New York.



MEDIA TRATE IES

. Utilize leading national publications (weeklies and dailies) that selectively reach Mobil?s Op-Ed
prime target prospects

. Utilize media that will provide additional advertising emphasis in Washington D.C. and New York.

. Utilize those publications that provide compatible editorial environment and positioning for the
Op-Ed messages.

. Schedule media (magazines and newspapers) in a manner that will provide Mobil Op-Ed with
an advertising presence throughout the year.

. Utilize publications that can accomodate Mobil?s fast close requirement.

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1) Definition of Adults 35+ Professional - Managerial
Demographic Target

2) Sample Source Random sampling from 200 Metropolitan Statistical Areas.

3) Sample Base 22,406 completed questionnaires representing 65.6% response to
the total mailout of 34,164.

4) Total Demographic 14,995,000
Target Universe

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A) NATIONAL
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Time
Newsweek
NY Times

53.9 (6) 73.2 (6)
55.9 (5) 75.2 (5)
65.8 (3) 71.1 (7)
59.2 (4) 98.0 (1)
40.1 (7) 63.8 (8)



 

15.8 (14) 24.2 (17)
12.5 (15) 57.0 (10)
19.7 (13) 75.8 (4)
8.6 (18) 29.5 15)
10.5 (16) 87.2 (2)
6.6 (19) 14.1 (18)

New Republic
Nat'l Journal
Nat'l Review

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Columbia J. RV.
?usm' esstF'?nce

Wall St. I.
BtlsinessWeek
Forbes
Fortune
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B) LOCAL
Washington Post
LA. Times

C) OTHER
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67.8 (2) 82.6 (3)
36.2 (8) 51.7 (1 1)
24.3 (12) 39.6 (12)
26.3 (11) 38.9 (13)
27.0 (10) 36.9 (14)



94.7 (1) 59.7 (9)
9.2 (17) 24.2 (17)



"Fast Close" is de?ned as 2 weeks or less

SOURCE: 1992 ERDOS MORGAN
STUDY

STATE 8: LOCAL
GOVERN ENT

READ

 

50.5
55.5
26.9
49.5
46.7

5.5
9.9
4.9
5.5
4.9
2.2

51.1
30.2
19.2
18.7

6.6

14.8
3.8

44.5

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(1)
(8)
(4)
(5)

(14)
(12)
(15)
(14)
(15)
(17)

(2)
(7)
(9)
(10)
(13)

(11)
(16)

(6)

FAST

PUBLIC CLUE

A) NATIONAL
Wm:
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Newsweek
NY Times
USA Today
USN Rep
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New Republic
Nat'l Journal
Nat'l Review
Roll Call
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Businesska
Forbes
Fortune
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Washington Post
LA. Times
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Digest 

"Fast Close" is de?ned as 2 weeks or less

SOURCE: 1992 ERDOS MORGAN
STUDY

BUSINESS

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41.4
40.7
42.0
48.8
42.0

6.2
3.1
0.0
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2.5
0.0

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51.2
42.6
43.2
16.7

8.0
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(6)

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(14)
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(1)
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(10)

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58.5
57.9
65.5
52.6
36.8

12.3
20.5
4.1
10.5
4.7
26.3

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36.8
34.5
35.1
21.6

36.3
17.0

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(4)
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55.1
47.0
48.6
35.7
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7.0
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20.5
17.8
16.8
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47.0
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READ RANK

46.2
37.9
46.2
38.5
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5.5
3.8
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25.3
17.0
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10.4

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SCIENCE

READ RANK

48.2
38.7
47.1
31.4
25.7

5.2
5.8
1.0
3.7
0.0
1.6

42.4
17.3
16.2
13.1
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"Fast Close" is de?ned as 2 weeks or less

SOURCE: 1992 ERDOS 41 MORGAN
STUDY

53.9
55.5
53.4
59.3
58.5

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12.6
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(5)
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(6)
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(9)
(8)
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MEDIA IND.

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55.7
51.3
48.5
56.1
46.0

10.2
10.5
7.0
7.6
6.7
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67.4
39.8
29.4
29.5
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31.0
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(2)
(6)

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(14)
(18)
(17)
(19)
(16)

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(11)
(10)
(12)

(9)
(13)

(8)

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52.3
55.7
47.4
52.6
49.5

9.9
10.2
6.7
5.4
5.5
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95 READ RANK

49.4
50.7
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30.3
31.3
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22.9
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(4)
(3)
(6)
(5)

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(14)
(16)
(15)
(17)
(17)

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ADULTS WHO INFLUENCE ECONOMIC ISSUES
ECONOMIC FEDERAL FOREIGN DEF. SPACE
FAST POLICY FARM TECHNOLOGY POLICY TRADE SPENDING

9&3: ma: 1gng 95.3ng BANK 1.313.119 1%ng RANK RANK RANK

 

 

 

 

 

A) NATIONAL
Newsw News a 1'
Time
Newsweek
NY Times
USA Today
USN a Rep
li 0 169
Foreign Affairs
NEW Republic
Nat'l Journal
Nat'l Review
Roll Call
Columbia 1. Rv.
usiness Finance
Wall St. 1.
Businesska
Forbes
Fortune
Economist
B) LOCAL
Washington Post
LA. Times
C) OTHER

Reader's Digest 31.2 (11) 38.6 (8) 30.7

532 (2) 45.9 (7) 58-2 (4) 56-3 56'6 (4) 59's (2) 5&6 (2)
52.3 (3) 55.7 (2) 59-5 (3) 52-9 (4) 575 (3) 58'0 (3) 54's (3)
51.9 (4) 45.5 (5) 69.0 (2) 62.7 (2) 60-1 56-0 53'3 (4)
48.9 (6) 46.3 (6) 48.6 (5) 43-2 (6) 475 48'" (6) 35's (7)
50.8 (5) 50.9 (3) 47-9 (6) 47-9 (5) 5? 50'7 (5) 47's (5)



 

16.7 (13) 13.6 (15) 19.5 (13) 25.5 (13) 23.5 (13) 18.0 (13) 17.2 (13)
13.8 (14) 17.9 (13) 12.5 (15) 16.9 (14) 15.4 (14) 16.3 (14) 12.6 (15)
8.8 (17) 12.3 (16) 11.8 (17) 11.4 (16) 12.6 (16) 9.2 (17) 9.2 (17)
10.5 (16) 7.3 (19) 15.0 (14) 10.8 (17) 1 1 .7 (17) 12.0 (16) 11.3 (16)
7.8 (18) 13.7 (14) 10.1 (18) 8.7 (18) 9.7 (18) 9.0 (18) 8.6 (18)
4.5 (19) 7.5 (18) 5.4 (19) 6.2 (19) 5.2 (19) 6.2 (19) 5.3 19)



75.6 (1) 71.9 (1) 71.6 (1) 66.9 (1) 74.3 (1) 66.7 (1 65.9 (1 
45.8 (7) 47.7 (4) 43.5 (8) 40.5 (7) 48.0 (6) 37.9 (8) 33.4 (9)
36.2 (9) 27.3 (11) 33.6 (10) 32.6 (10) 42.6 (8) 31.6 (11) 28.4 (12)
36.9 (8) 36.7 (10) 36.5 (9) 36.9 (8) 42.4 (9) 34.2 (10) 33.9 (8)
27.4 (12) 23.8 (12) 29.9 (12) 31.2 (11) 34.3 (11) 23.7 (12) 28.8 (11)

 

 





33.8 (10) 37.2 (9) 45.4 (7) 36.6 (9) 36.5 (10) 42.9 (7) 42.3 (6)
12.3 (15) 7.6 (17) 12.0 (16) 14.4 (15) 14.8 (15) 14.5 (15) 16.8 (14)

(11) 30.9 (12) 31.9 (12) 35.3 (9) 29.9 (10)

"Fast Clme' is de?ned as 2 weeks or less

SOURCE: 1992 MORGAN
STUDY

 

nnuumnnunl nun

PUBLICATIONS

 

MAGAZINES
Time

Newsweek

National Journal

NEWSPAPERS

New York Times
USA Today
Washington Post
Roll Call

CIRC.

41111.0

3,100.0

6.0

1,230.5
1,959.3
802.1
16.5

INS.

DAY

Mon.

Wed.

Sat.

Thur.
Thur.

Mon.

POSITION

Masthd/ Letters

Op. Persp/ Letters

0p. People Pg.

Op-Ed Pg.
Op-Ed Pg.
Federal Pg.
Op-Ed Pg. 5

SIZE

1 Col. (2/3 Pg)
1 Col. (2/3 Pg)

2 Col. (Full Pg)

31.5" (31:10.5)
31.5" (33:10.5)
31.5" (33:10.5)
31.5" (3x105)

COST



63.690

51,792

5,700

15,425
21,259
11,939

2.583

OF
INSTOTAL:

TOTAL
COST
(5)

1,337,490
0 Charge
517,920

0 Charge
74,1?)

302,074
552,734
262,658

67,158

 

3,614,134

NIFEHLIA All A Inn. .. 

Adults HHI
Professional Managerial

REACH FRE UENCY


 

NATIONAL EFFORT 87 15.5

Bil-W
WASHINGTON, DC. 97 3.6

NEW YORK 92 24.6

RECOMMENDED
PLAN

$3,614,134

 

 

 

 

INS.)

$3,589,962

 

 

wmwd?wdm

mag

Dmio Hum?02

PUBLICATIONS CIRC.
(000)

MAGAZINES
Time 4,000.0
Newsweek 3,100.0
National Journal 6.0

NEWSPAPERS

New York Times 1,209.0
USA Today 1,823.5
Roll Call 16.5
Dallas Morning News 585.0

Rounded cost is divided over 22 insertions. Mobil receives a

INS.
DAY

Mon.

Wed.

Sat.

Thur.
Thur.
Mon.

Tue.

UNIT
POSITION SIZE

Masthd/ Letters
Op. Persp/ Letters

Op. People Pg.

1 Col. (2/3 Pg)
1 Col. on Pg)
2 Col. (Full Pg)

31.5" (3x105)
31.5" (3x105)
31.5" (3x105)
31.5" (3x105)

Op-Ed Pg.
Op-Ed Pg.
Op-Ed Pg. 5
Op-Ed Pg. 5

For the 10 insertions paid at the unit cost of $48,860, Mobil receives 3 insertions free.

UNIT
COST
(3)

61,908
48,860
5,800

14,690
20,056
2,460
6,073

pproximately 4 insertions due to Max-plan credits.

OF
INS.

26"
131-!

Sub:

52
26
48
26
Sub:

TOTAL:

TOTAL
COST


1,304,980
488,600

1,828,380

763,880
521,456
118.080
152.828
1,561,314

3,389,694

Adults 35+ HHI
Professional Managerial

REACH FRE UENCY


 

A) NATIONAL EFFORT 86 15.1


WASHINGTON, DC. 95 27.0

NEW YORK 92 24.5

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Profile: The Economist a weekly publication, is edited for senior management and policy makers in industry,
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The magazine reports and analyzes world politics, economics, business and finance. Fast close is the
Tuesday before publication.

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Circulation: 740,545 (N. America)

Profile: Published bi-weekly (every other week), Forbes is edited for people in senior management positions. The
editorial focuses mainly on companies and the ef?cacy of their management philosophies. Using case
histories and industry comparisons, Forbes examines different management styles and determines their

effectiveness. Regular features include Investing, The Informer, Fact and Comment and Money and
Investments. Fast close for the magazine is two weeks prior to issue date.

Circulation: 110,300

Profile: Published five times per year, Foreign Affairs features articles about international economics, politics and
current issues and is edited for America?s global players. It is a leading forum through which
international and national leaders communicate their views. Fast close is two weeks prior to issue date.

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workplace, global challenges, investment opportunities and new enterprises. The publication also
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Circulation: 168,037

Profile: The National Review is a bi-weekly (every other week) conservative news and opinion magazine which
covers national and international developments, as well as analyzes and reports on politics, culture, books

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Profile: Published weekly and in circulation for 75 years, The New Re ublic is an opinion journal emphasizing
news reporting and editorials on domestic and international affairs. The magazine is read by policy
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three main sections: Main News, Marketplace and
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paper published five times per week. The paper has
Money 8: Investing. Fast close is one day prior to the

PUBLICATIONS

MAGAZINES
Time

Newsweek
Wall St. Ioumal

National Journal

NEWSPAPERS

New York Times
USA Today
Washington Post
Roll Call

CIRC.
(000)

4,000.0

3,100.0

2,150.0

6.0

1,230.5
1,959.3
802.1
16.5

INS.
DAY

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Wed.

TBD

Sat.

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Thur.

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Mon.

POSITION

Masthd/ Letters
Op. Persp/ Letters

Pg. 2/ 3-Sec. A or
On/opp. Int'l Pg.
Op. People Pg.

Op-Ed Pg.
Op~Ed Pg.
Federal Pg.
Op-Ed Pg. 5

UNIT
SIZE

1 001. (2/3 Pg)
1 Col. 3 Pg)
1 Col. 3 Pg)

2 Col. (Full Pg)

31.5" (3x105)
31.5" (3x105)
31.5" (3x105)
31.5" (32:10.5)

UNIT

COST

63,690
51,792

26,775

5,700

15,425
21,259
11,939

2,583

OF
INSTOTAL:

TOTAL
COST


1,337,490
No Charge
517,920
No Charge
696,150

74,100

802,074
552,734
310,414
123,984

4,414,866

Adults HHI
Professional Managerial

REACH FRE UENCY


 

A) NATIONAL EFFORT 91 17.5


WASHINGTON, DC 97 40.3

NEW YORK 93 26.5

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PLAN
INS$3,614,134

 

 

20,2203

$178.73

87/155
97l33.6
92124.6

8/16/93 'v 1 ?1 Vi 31?

Kathleen,

What's the cost comparison IAugust13,1993
between Roll Call and National
Journal?

Thanks

ation of Roll Call and the

- Hill. Published twice a week, the
?La occurrences of Congress from an
Ruth Walker? - -  manner. The newspaper is editec

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I  1311? 

including the White House, federal
cal government, businesses, trade
7 embers of the media and

ports and analyzes emerging

{a 5; often this publication is used as a
circulation going to libraries.
 subscribers.

 

  
  
  
   
  
  

 Congress White House
Roll Call 14.453 10.500 200
Nat'l Journal 6,027 1,161 94

Source: BPA Audit. Six Month Period ending December 1992.

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 Readership:

Below provides the percentage of Congressional Leaders (total universe
1,963 that reads each publication regularly:

PM Total Congressional Congress

Regular Readers? Read Regularly
{3 out of 4 issues)

Roll Call 1,596 81.2%
National Journal 1.016 51.7%

   
  

Wm

While Roll C?l and National Jgum? serve two different editorial
purposes: the former to report daily occurrences in Congress and the
latter to analyze emerging policies. we feel that Congressional leaders are
more than suf?ciently being reached by R911 gap with 1 1% more
circulation to Capitol Hill than mm and 63% more regular
readers.

Please call ii you have any questions.

Sincerely,
 
 teinwald 

?Sourcc?. Errlos 8r. Morgan 199?). Opinion Leader Study

c: H. Olsen
R. Vaughan
K. Sheil

W. Mattes
S. Grayson
S. Wang

DDB NEEDHAM WORLDWIDE

Advertising

August 16, 1993

Mr. Harold Olsen

Mobil Corporation
3225 Gallows Road
Fairfax, VA 22037

Re: 1994 Plan

Dear Harold:

Attached is a revised 1994 Mobil Op-Ed Media Plan. This revised
recommendation (and three alternatives] takes into account the
following issues that were raised at our last planning meeting:

USA Today vs. Alternatives

Alternatives to running in USA Today are provided because it
was felt that the editorial quality of their ?Opinion page
was not the same caliber as other candidate publications.
Consequently, the Agency intended to examine reader response
to Mobil?s Op-Ed advertisement on the ?Opinion page and
letters to the publication's Editorial department.

Unfortunately the newspaper is unable to provide speci?c
response data relating to the Mobil Op-Ed campaign however,
we found that the editorial page of USA Today does, indeed,
generate reader response. In 1992, USA Today received 54,195
letters to the editor on various subject matter. Further, through

the month of June 1993, the newspaper has already received
34, 1 1 1 letters.

By comparison, Time and Newsweek received 68,110 and
51,487 letters respectively.

As an alternative to USA Today, the revised Recommended
Media Plan incorporates a stronger presence in Newsweek and
Roll Call together with the addition of the Economist which
provides Mobil with a more compatible editorial environment for
1994.

DDB NEEDHAM WORLDWIDE INC. 437 MADISON AVENUE, NEW YORK, NEW YORK 10022 (2.12) 415-2000 TELEX: 62794
ADELAIDE - AHMEDABAD - AMSTERDAM - ATHENS - AUCKLAND - BALTIMORE - BANGKOK - BARCELONA - BERGEN - BOGOTA - BOMBAY - BRISBANE - BRUSSELS
BUDAPEST - BUENOS AIRES - CARACAS - CHICAGO - CHRISTCHURCH - COPENHAGEN - DALLAS - DENVER - DETROIT - DUBLIN - DUSSELDORT - FRANKFURT
HAMBURG - HONG KONG - HONOLULU - ISTANBUL - KUALA LIMA - LISBON - LONDON - Los ANGELES - MADRID - MELBOURNE - MEXICO CITY- MILAN
MUNICH - DELHI - YORK - OSLO - PARIS - PERTH - PRAGUE - SACRAMENTO - SAN FRANCISCO - SAN IOSE - SANTIAGO - PAULO - SEATTLE - SEOUL
SINGAPORE . STOCKHOLM . STUTTGART . SYDNEY . TAIPH - TOKYO TORONTO - VALENCIA - VERONA - VIENNA - WASHINGTON. DC. - WELLINGTON - ZURICH

 vs. Alternative comparisonl w;
Roll Call vs. National ournai

The question was raised as to whether or not National Journal
should be utilized in additi

on to Roll Call to reach Congressional
Opinion Leaders.

Based on our recent analysis, Roll Call clearly provides stronger
coverage of Congressional Opinion Leaders. Speci?cally, 72.6%
(10.5M) of its circulation goes to Congress as compared to
19.3% (1.2M) for the National Journal.

Additionally, 60% more Congressional Leaders regularly read
Roll Call than National Journal.

While we cannot measure duplication, we judgmentally 'believe
that members of Congress are more than sufficiently being
reached Via Roll Call. Please note, the reused media planth
re?ects maximum representation in Roll Call throughout 

UNIT UNIT OF TOTAL

SIZE COST INS. COST
(55) 

INS.
PUBLICATIONS CIRC. DAY POSITION

 

MAGAZINES
Time 4,000.0 Mon. Masthd Letters 1 Col. (2/3 Pg) 63,690 21 1,337,490
5 0 ha rge

1 Col. (2/3 Pg) 49,000 20 980,000

Newsweek 3,100.0 Wed. Op. Persp/ Letters
6 0 hargc

The Economist 225.0 Sat. Far Forward 2 Col. (Full Pg) 9,696 13 126,048
(Including Facing
Leader)

NEWSPAPERS

New York Times 1,230.5 Thur. Op-Ed Pg. 31.5" (3x105) 15,425 52 802,074
Washington Post 802.1 TBD Federal Pg. 31.5" (3x105) 11,939 22 262 658
Roll Call 16.5 Mon. Op?Ed Pg. 5 31.5" (3x105) 2,583 48 123 984

 

TOTA L: 3,632,254

Mobil Recommended Media Plan

 

Mobil/R/FAnalysis/1

 

A) NATIONAL EFFORT

EFF RT

WASHINGTON, DC.

NEW YORK

BIL P-ED

Adults HHI
Professional Managerial

REACH



83

96
91

FRE UENCY

17.3

30.9

27.5

PLAN PLAN A
INS.) (I INS$3,632,254 $3,605,006


21,518.0 21,134.0

$168.80 $170.58

03/173 10017.4
96130.9 96/506
91127.5 91127.5

 

PUBLICATIONS

 

MAGAZINES
Time

Newsweek

National Review
New Republic

NEWSPAPERS

New York Times
Washington Post
Roll Call

Budget Summary!

CIRC.

(000)

4,000.0

3,100.0

168.0
100.5

1,230.5
802.1
16.5

INS.
DAY

Mon. I
Wed.

Mon.
Wed.

Thur.

TBD

Mon.

POSITION

Masthd/ Letters
0p. Persp/ Letters

From the Editor
TRB from Washington

Op-Ed Pg.
Federal Pg.

o'pEd Pg. 5

UN IT
SIZE

1 Col. (2/3 Pg)
1 Col. (2/3 Pg)

1 Col. (2/3 Pg)
1 Col. (2/3 Pg)

31.5" (3x105)
31.5" (3x105)
31.5" (3x105)

UNIT
COST

OF
INS.

TOTAL
COST

 



63,690
49,000

4,100
3,500

15,425
1 1,939
2,583

TOTA L:



1,337,490
0 Charge
980,000
No Charge
53,300
45,500

802,074
262,658
1 23,984

 

3,605,006

Adults 35+l$50M+ HHI
Professional/ ana gerial

 

REACH FRE UENCY

 

A) NATIONAL EFFORT 81 17.4

ELLQCALLEEQBI
WASHINGTON, DC. 96 30.6

NEW YORK 91 27.5

PUBLICATIONS

MAGAZINES
Time

USN WR

National Review

New Republic
Economist

NEWSPAPERS

New York Times
Washington Post
Roll Call

Mobil/Alt. 8 Budget Summary

CIRC.
(000)

4,000.0

3,100.0

168.0

100.5
225.0

1,230.5
802.1
16.5

INS.
DAY

Mon.

Wed.

TBD

Mon.

Sat.?

Thun

TBD

Mon.

POSITION

Masthd/ Letters
0p. Persp/ Letters

From the Editor

TRB from Washington
Far Eorward
(Including Facing 
Leader)

Op?Ed Pg.
Federal Pg.
Op?Ed Pg. 

UNIT
SIZE


1 Col. (2/3 Pg)

1 C01. (2/3 Pg)

1 Col. 0/313)
2 Col. (Full Pg)

31.5" (3x105)
31.5" (39:10.5)
31.5" (3x105)

UNIT
COST
(5)

63,690

34,234

4,100
3,500
9,696

15,425
1 1.939
2,583

OF
INSTOTA L:

TOTAL
COST


1,33 7,4 90
ha rge
890,089
No ha rge
53,300

45,500
126,048

802,074
262,658
1 23,984

 

3,641,143

Adults 35+l$50M+ HHI
Professional Managerial

 

REACH FREQUENCY

 

A) NATIONAL EFFORT 74 16.5

ELLQQALEEQBI

WASHINGTON, DC. 95 30.1

NEW YORK 88 24.6

Alt. 

 

UNIT 




INS- 

DAY P051110
2] 1,33 7/4 90
No Charge

CIRC.
1 Col. (2/3 Pg) 63,690 5
51 7,920


(000)
NO C113ng

MAGAZINES
4,000.0
1 Col. (2/3 Pg)
3

Time
3,100.0 Wed.

Newsweek
Opd'Ed Pg. 31.5" (3x105) 15,425 52 802,074
Op?Ed Pg. 31.5" (3xl0.5) 21,259 26 552,734
Federal Pg. 315" (3x105) I 1,939 22 262 658
Op?Ed Pg. 5 31.5" (3x105) 
2,583 48 1 23,984


Masthd/ Letters

Mon.

0p. Persp/ Letters

NEWSPAPERS
1,230.5 Thur.

New York Times
USA Today 1,959.3 Thur.
Washington Post 802.] TBD

165 Mon.

Roll Call

MobillAlt. Budge! Summary

Adults HHI
Professional/ Managerial

REACH FREQUENCY


 

A) NATIONAL EFFORT 87 15.5


WASHINGTON, DC. 97 33.6

NEW YORK 92 24.6

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MAGAZINES
Time

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NEWSPAPERS

New York Times

Washington Post
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CIRC.

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3,100.0

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31.5" (3x105)
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