DATE
H. LEE POWELL, JR
T. BEN HAGLER, Chairman
t
I
FINANCIAL STUDY OF THE KIWANIS MAGAZINE
Attached is a forecast of The Kiwanis Magazine expenses over a three-year period. Our projection is derived by using the 1973-74 budgeted expenses for 10 issues as a base.
Exhibit A
The cost of operation has been broken down into two main categories:
Editorial and Advertising.
Bas~d on past experience and on items over which we have some control, there is an expected 3 percent annual increase. These items found in one or both categories (Editorial and Advertising) include the follow- ing areas: Administrative (salaries, departmental office supplies, telephone, travel, bad debts, promotion, pension plan and audit expenses); Art (artwork that appears in The Kiwanis Magazine);
Editorial (Manuscripts for the magazine); and Service Department Charges (overhead which includes Data Processing, Bureau of Accounts and Office Management).
A 5 percent increase is projected for manufacturing costs for 1974-75 and a 6 percent increase is anticipated for the years 1975-76 and 1976-77. Under the items of manufacturing, we should include the projected increase of paper. The percent increase for both cover and body stock is 7\ percent to 12 percent for 1974-75 and 12 percent for 1975-76 and 10 percent for 1976-77.
The final item, postage for mailing the magazine, is expected to increase 16 percent for 1974-75, 12\ percent for 1975-76, and 10 percent for 1976-77.
Again using 1973-74 as our base, we see that everything remaining stable, our income derived from both subscriptions ($533,525) and advertising ($207,173) should total $740,698.
We anticipate meeting our budget for 1974-75 by decreasing the number of pages per issue to 48. This minimal decrease will mean going from 534 pages published in 1973-74 to an anticipated 480 pages for 1974-75.
In 1975-76, we anticipate a deficit of some $60,000; and in the follow- ing year a deficit of $100,000. To meet expenses for these two fiscal years, a more drastic action must take place than decreasing pages.
We suggest raising subscription rates by 50 cents which will give us an additional sum of $130,000 added revenue with which to continue the same level of operation we are currently operating.
FORECAST OF KIWANIS MAGAZINE EXPENSES 1974-77 BASED ON ACTUAL 1973-74 EXPENSES -- TEN ISSUES
CLASS IF ICAT ION EDITORIAL:
Administrative Art
Manuscripts Manufacturing Postage
Service Dept. Charge (Overhead)
ADVERT IS ING:
Administrative Manufacturing Postage
Service Dept. Charge (Overhead)
Total Expense
NOTE:
ACTUAL INCOME 1973-74:
Magazine Subscriptions Magazine Advertising
Total Income
$533,525 207,173
$740,698
ACTUAL 1973-74
$ 93,105 11,590 21,270 188,355 40,535 175,757 530,612
67,565 73,161 22,764 25,434 188,924
$719,536
ESTIMATED ESTIMATED 1974-75 1975-76
$ 95,898 $ 98,774 11,937 12,295 21,908 22,565 200,361 215,931 47,020 52,897 181,029 186,459 558,153 588,921
69,591 71,678 78,044 84,142 26,406 29,706 26,197 26,982 200,238 212,508
$758,391 $801,429
ESTIMATED 1976-77
$101,737 12,663 23,241 232,826 58,186
~ 052
~ 7 0 5
73,828 90,747 32,676
~791.
~ 0 4 2
$845,747
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Exhibit {/:13 REPOR'I'. _OF BOARD COMMITTEE ON PUBLIC RELATIONS
TO tHE MEETING OF THE INTERNATIONAL BOARD OF TRUSTEES February 2~6, 1974
. Date of Committee Meeting: F-ebruary 5, 1974 Place of Committee Meeting: General Office
Present: Members - Paul Chandler and Ralph C. Keyes Chairman - Stephen H. Hart, Jr.
Staffman - John L. McGehee Other - R. P. Merridew
The committee heard an operation report by the staff di.rector of Public Relations;
- Farm-City Week 1973 was described as producing outstanding publicity; the event was characterized as the "greatest publicity-producer" Kiwanis has.
- The 24-sheet billboard posters on the Kiwanis theme have now been completedo Several orders have been received for these. Intensive promotion on the posters is already underway in the Bulletin for Kiwanis Officers and the Public Rela- tions Bulletin. Other avenues will be used as well.
- Some 500 clubs ordered kits for National Newspaper Week, 1973. It i.s known, however, that a much larger number of clubs than this participated - many reused old kits, or developed their own promotion plans. This is considered an out- standing Kiwanis public relations activity.
The first "Enrich the Lives of the Aging" Newsletter is going out this week in the February general mailing. It will reach all clubs. In addition, the gen- eral office distributed a "supporting editorial mat" on the activity to some 3500 weekly and small daily newspapers. Our Public Relations Department has produced a 30-second TV spot for sale to clubs and a 6-message radio spot cas- sette. These are now being promoted on a sales basis.
Secretary Merridew reported on the status of the PANORAMA radio series. Currently 53 stations are airing the show. He described the series as "going well." He went on to describe the radio series which will succeed PANORAMA - "Sounds of Glory.u Initially envisioned as a 30-minute program to run weekly for two years, an alternative format is now thought to be more desirable. It would include 520 five-minute programs (which would cover two years). No advance money would be required of Kiwanis. Kiwanis clubs already participating in.PANORAMA would be charged a total of $720 for the program for a year. Clubs not participating in PANORAMA would be charged slightly more - $800 for a year. In addition, $2,000 would be expended for au~ition di$cs which could._be :sent to all clubs as a promo-
tional effort. These would be supplemented by accompanying explanatory letters.
"Sounds of Glory" would fit well into the Bicentennial theme, "The Volunteer and the Nation." The only expense to Kiwanis would be the $2,000 for the "audition discs." It is anticipated that the program will more than pay for this "seed money expense."
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Recommendation #1:
The -committee recommends that the International Secretary be authorized to proceed with the new format for usounds of Glorytt as outlined and within the limitations set forth above.
I move that recommendation 1 be adopted.
Secretary Merridew also reported on the projected University Showcase television series. He said it will have to be postponed for a year due td the universities' budgetary considerations. However, he said, some 60-70 stations which carried
"You and the Law" have indicated a desire to "carry another Kiwanis program series.1r This being the case, the Secretary is investigating several possible programs to enable Kiwanis to take advantage of this "network." One of these is a proposal to work with John Stearns, who produced the "You and the Law" series, on a new series called "Youth and the Issues," which is of similar format to "You and the Law," employing panels of college students and guest experts. The com- mittee will hear more on this and other proposals as they develop with a report and recommendation to be made at a later date.
It was reported that the Kiwanis Youth Career Awards Program is enjoying an up- surge of interest. The emphasis has been changed to encompass currently indepen- dent and unorganized club grant and loan programs, tying them into the promotional ..
and publicity potential of the overall unified Kiwanis Youth Career Awards Program.
A new follow-up bulletin in a "how-to-do-it" vein has been developed for distribu- tion to clubs requesting more information on the program. In addition, a letter outlining the new emphasis described above is going out to all clubs in the Febru- ary general mailing, and a special letter to lieutenant governors urging their active promotion of the program is going out in February. Additional promotional avenues will be explored and utilized, such as contact with clubs having extensive foundations which might tap foundation funds for Youth Career Awards.
The staff director of public relations presented a preliminary report on a proposed BICENTENNIAL.OF THE AMERICAN REVOLUTION program for Kiwanis clubs in the United States. This report is appended as Exhibit A. There was considerable discussion about one of the points of the report - the development of a Tournament of Roses parade float for January 1, 1976, to be built around the idea of Volunteerism and the Bicentennial. The 20 organizations of the Service Club Leaders Conference might be invited to participate with Kiwanis in this float, inasmuch as it now appears that a float by Kiwanis alone would not be acceptable to Tournament of Roses officials.
The expense to Kiwanis for its ·share in such a float might be $5,000. Ways to defray this expense would need to be explored.
Recommendation #2:
It is recommended that the International Secretary be authorized to investigate a plan for developing a Tournament of Roses float for 1976 in which Kiwanis would be a leading participant, and to investigate methods of defraying necessary
expense.
I move recommendation 2 be adopted.
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The staff director of public relations reported that work is going forward on the proposed film strip presentation on Kiwanis today to be called, tentatively, rrNew Directions for Kiwanis." A report on this film strip-and appropriate exhibits will be forthcoming from this committee at the next regular meeting of the Kiwanis
International Board of Trustees.
The Board Committee considered several recommendations for a recipient of the Kiwanis Decency Award for 1974. No action was taken. The board committee is
still open for nominations for this award.
In connection with the discussion on awards, it was suggested that Canadian news- man, Gordon Sinclair, who wrote and broadcast a now-famous editorial called
"In Praise of America," be invited to the Denver Convention to accept a special Canada-U.S. Goodwill award. A telephone call to Mr. Sinclair's office revealed the fact that he might be able to accept the invitation to appear in person to accept such an award.
Recommendation #3:
The committee recommends that a special Canada-United States Goodwill award be given to Canadian radio-personality Gordon Sinclair at the Denver Convention of Kiwanis International this summer, and that Mr. Sinclair be invited to Denver
to accept in person.
I move that recommendation 3 be adopted.
The recommendation of Kiwanian Henry Malone that Kiwanis seek a 60th anniversary United States commemorative stamp was discussed. In order that it might have proper information to recommend or fail to recommend such an effort to the Board, the committee directed the staff director of public relations to enlist the aid of the Chairman of the International Committee on Public Relations, Darrell Coover, to determine if Kiwanis can obtain such a stamp, and through what avenues it should proceed.
The committee considered the nomination of George G. Smith, Jr., of Lebanon, Tennessee, for a Connelly medal. Smith rescued a University of Tennessee co-ed from a vicious and armed rapist who was threatening the life of the girl on the night of January 6, 1974. Smith was successful in his rescue attempt but suffered severe knife wounds in the process. The would-be rapist was captured by nominee and turned over to the police.
Recommendation #4:
The committee recommends that George C. Smith, Jr., be awarded a Connelly medal for heroism in which he risked his life to save the life of another person.
The committee further recommends that this medal be presented at the Denver Convention of Kiwanis International in June of this year.
I move that recommendation 4 be adopted.
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The committee heard a report from the International Secretary that a dramatic presentation of the Fiftieth Anniversary of the Objects of Kiwanis at the Denver Convention is being studied and that a full report will be made to the Board when arrangements have been finalized.
I move this report be received.
Respectfully submitted, PAUL CHANDLER
RALPH C. KEYES
STEPHEN H. HART, JR., Chairman
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Preliminary Suggestions on Bicentennial Observance Plans Relationship to other Kiwanis programming:
Exhibit A
It is felt that the Bicentennial observance should not be a major emphasis program.
We are stressing our inter-nationality. Hence, the Bicentennial of the United States should be a special program for U.S. clubs . . not for all clubs.
However, clubs in other countries could be invited to salute U.S. clubs, if they so desire. Further, it is recommended that the Bicentennial theme for Kiwanis - nThe Volunteer and the Nation" - not.necessarily be made the Kt~anis International theme for the period of time which includes the Bicentennial year.
Time frame for the observance:
October 1, 1975 through September 30, 1976 ·• ·• with a spill-over into the remainder of 1976 to allow for the expected programming attendant to the opening of the fall school and athletic seasons. (It is felt that between-the-halves shows for football games, etc. will be important Bicentennial observation vehicles.) The reason for choosing October 1, 1975 as a starting time is to allow administrations three months for final preparation before going into actual Bicentennial observances.
Administrative responsibility:
Overall responsibility to be in the hands of the Board Committee on Public Relations, representing the Board as a whole. Program Development, Sponsored Youth, and,
probably, Property and Supplies should be involved. So far as staff is concerned, a corresponding alignment, youth services and supplies working in close liaison.
Theme for programming:
"The Volunteer and the Nation." This has been approved by the Board. It is felt that such a theme can be distinctive to.a ser,vice club organization. All programs undertaken in connection with the Bicente1;1nial year shou1.d be related to this theme.
Example: Districts might be encouraged to hold legislative dinners in state capi- tols for Kiwanians in those legislatures - or for all legislators.
The theme would be "a salute to men who voluntarily serve the state at the time of the Bicentennial."
ttHigh visibility ideas" designed to dramatize the observance:
1. The radio show "Sounds of Glory" by Mike Wharf should be promoted for public service airing in as many communities as possible. risounds of Glory" will be entirely in keeping with the Kiwanis theme to dramatize "The Volunteer and the Nation. 11
2. A float in the Pasadena, California Tournament of Roses (Rose Bowl) Parade, January 1, 1976. This might take the form of a jointly sponsored float entered in the parade by a combination of service clubs, not necessarily using the Kiwanis theme, but certainly one like it. Financing for an expensive idea of this kind would need to be developed.
3. A Kiwanis - or an "all service organization" breakfast in Washington, honoring, in the first instance, Kiwanians in Congress or, in the second, all service organization members in Congress . . for voluntary assumption of leadership in keeping with the "Volunteer and the Nation" theme.
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4.
Similar breakfasts, luncheons or dinners in state capitols, to be run by Ki- wanis districts, for the purpose of honoring .state legislators.5. Simultaneously honoring an "outstanding volunteer" in every Kiwanis community on some important Bicentennial date (other than July
4),
preferably in the spring of the Bicentennial year. All meetings could be tied together with the playing of an inexpensive message from the president of Kiwanis, or other dignitary. Meetings could be exclusively Kiwanis, or rr al 1 service clubs. tr"Volunteerstr could be selected by the public through ballots printed in the newspaper, calls for nominations via radio and TV, or mailings by Kiwanis and other service organizations.
6. Participation of Kiwanis clubs in local parades (of which there will no doubt be hundreds). Kiwanis International could have six or so suggested float ideas developed by professionals, with explanatory drawings which could be reproduced and sent to all clubs.
7. Participation of Kiwanis clubs in "between the halv~sn extravaganzas at high school and college football games in the fall of 1976. This ,participation could take the form of entering floats,.as suggested above., or participating in planning the shows. To the latter end, a professional could be employed by Kiwanis to set up three or four between-the-halves ideas which could be duplicated and sent to all Kiwanis clubs to guide them.
8. Presentation to "Kiwanis communities'' of Bicentennial gifts. Al though this will probably be a very common activity, Kiwanis could "personalize" it by building contributions around the 200 theme . . plant 200 becentennial trees, give 200 patriotic books to the library, give '$200 to this worthy cause or that, send 200 boys and girls to camp, etc. Also, a distinctive presentation plaque should be designed by Kiwanis International for sale to clubs to go with such presentations.
9. Publication in local newspapers of a series of messages (actually institutional advertisements) on "The Volunteer and the Nation." Kiwanis would develop the drawing-message-layout proofs and/or mats for these. Clubs would be encouraged to pay for their publication themselves or get local merchants to do so.
There could be one of these - or a series.
10. Publication of a series of vignettes or thumbnail sketches of volunteers who have contributed to the country's growth through the first 200 years. These might be submitted to papers, and broadcasting stations, to be run on a public service basis. It is suggested that research and preparation of the thumbnail sketches might be a project of a graduate student on a retainer basis.
11. Encouraging visitors from abroad - and from other areas - to visit in the homes of Kiwanians to see what American life is like at the time of the Bicentennial.
This idea could be tied into the Kiwanis Bicentennial theme by calling it the
"Volunteer Your Hospitality" program.
12. Sponsoring essay and poster contests in schools on "The Volunteer and the Nation."
13. Distribute commendatory statements of top Kiwanians in other countries to all Kiwanis in the U.S. - either through a letter which can be incorporated into
local Bicentennial observances, or through a release to the press in these communities where Kiwanis clubs are located.
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14. This could be supplemented with birthday gifts from overseas Kiwanis clubs to Kiwanis International, to districts, or to individual clubs.
15. Have a Bicentennial of the U.S. resolution adopted at the 1975 convention of Kiwanis International and distributed throughout Kiwanis for publicity purposes.
Projected publicity support:
1. A magazine article tieing in the international portion of the organization, suggesting gifts from overseas,
2. A PR kit.
3. A series of monthly newsletters to go to all U.S. clubs for (a) ideas, (b) success stories, (c) word of support materials available.
4. A series of mats or flossy proofs with art work and copy for sponsored institutional advertisements on "The Volunteer and the Community.rr
5. A series of thumbnail sketches on volunteers who have contributed to the nation during its 200 years . . for newspapers and for radio/TV stations.
(These would be sent to all clubs for local placement on a public service basis.)
6. Development of a "comic book" on Volunteers and the Nation for distribution to grade schools by Kiwanis clubs.
7. Development of a Bicentennial "how-to-do-it" kit to guide clubs in local observances.
8. Development of at least six float ideas for parades and "between-the ... halves"
shows.
9. Development of several scripts or ideas for "between the halves" shows.
10. Development of releases, brochures, etc. on the search for the volunteer of the year for use, locally, in naming such a person.
11. Radio and TV spots in support of the observance locally.
12. Development of a distinctive logo and a distinctive presentation piece for Bicentennial use.
Areas where exEense will be involved:
1. Tournament of Roses float.
2. Congressional breakfast.
3. Evatone records of the International president's Bicentennial message.
4.
Development of float designs.5. Development of "between the halves" ideas.
6. Development of a distinctive logo, of presentation plates, and of a presenta- tion figure or form . . distinctive, like the Kaydee figure. (Seed money) 7. Development of artwork and copy for a series of "institutional advertisements.n
(Seed money)
8. Development of a series of thumbnail sketches on "The Volunteer and the Nation;r This might involve paying a college student or part-timer to do the research and writing.
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9. Development of a comic book on nThe Volunteer and the Nation." (Seed money) 10. Development of a manual, and press kit.
11. Possible encouragement of someone to do a rrvolunteer and the Nationrr book like the late President Kennedy's trProfiles in Courage." These might be stocked as gifts to schools or as money raisers.
12. Radio and TV spots. (Seed money)
And, of course, necessary seed money for nsounds of Glory."
No estimate is available at this writing on the cost of the above.
Note: This is merely a preliminary report. Considerable more:res~ar.ch and development will go into Bicentennial planning before a final master plan is presented.
Note #2: Key Club and Circle K Club will be involved at every step . . planning through promotion and operation.
Note :/fa3: Various committees will be involved as appropriate · •. ,. Support of Spiritual Aims, Citizenship Services, Youth Services, etc.
Respectfully submitted, John L. McGehee, Director Public Relations Department