Norman Rockwell Co-Branding Presentation

SATURDAY EVENING POST I CURTIS LICENSING

2 BENEFITS OF CO-BRANDING WITH NORMAN ROCKWELL: • Access to Rockwell’s fan base which transcends generations; • Access to the museum industry; • Access to The Saturday Evening Post magazine audience;

3 FAN BASEROCKWELL FAN BASEFor over 40 years, The Saturday Evening Post hasbeen licensing the art of Norman Rockwell.A quick search on the popular auction site eBay will yield over 15,000 items associated with the artist, including collector plates, clocks, figurines, even trading cards. Rockwell’s fan base has only become greater with time. The phrase “that looks like a scene right out of aRockwell painting” is still very much a part of our American culture.

4FAN BASE FAN BASE  In any given year there are over 125 companies we work with for various “Rockwell themed” products, promotions and campaigns around the world.  WALT DISNEY In 1996 we began a co-branded relationship with the Walt Disney company and have been working with them ever since on a line of products for their theme parks.  NY TIMES Make sense of our times.Rockwell/NY Times Ad Campaign: In the aftermath of the Expect the World September 11 twin towers tragedy, Bozell New York ‘s (the nytimes.comadvertising agency for the New York Times) creative blueprintfor their advertising campaign shifted focus. In searching forthe right visual conveyance...images that would lend comfortand confidence to a grieving nation, they turned to NormanRockwell’s artwork, and in doing so, created an emotionallypowerful award-winning ad campaign not easily forgotten byanyone who views it.With the launch of this campaign, The New York Times got a 5%pop in national circulation, a 22% boost in national ad dollars anda jump in familiarity from 40% to 90% among non-readers. Thatcampaign ended winning almost every major honor and awardin the advertising industry including the Gold Lion Award at theCannes Film Festival.Make sense of our times. JOB: NYT_18461-01_pass01 CLIENT: NYT-General PO#: 20628 COLORS: 4C (CMYK) PROD: Ed Miller x5548 Expect the World  PUB/ISSUE: NY Times-10/31 AD: Jon Arnason x5391 CW: LINE SCREEN: 85 NYT CIR M nytimes.com SAFETY: none TRAFFIC: Christina Wong x5703 AE: Stephanie Loomis x5488 PLATE: PREVIOUS USER: heather CREATED: 10/30/01 - 6:43 PM GALLEY#: 1 TRIM: 13\" x 21\" BLEED: none DATE: 10/16/02 - 3:23 PM USER: am MACHINE: BZNYCPS_amorales PREV MACHINE: BZNYCPS_jbaptist CREATED BY: sohee DOC PATH: Client_Work4 FPO:New_York_Times:Quark_files:NYT_18461:NYT_18461-01_pass01 FONTS: Helvetica, NewsGoth Lt BT, TradeGothic BoldCondTwenty IMAGES: NYT-Logo-SMALL @ 76%, rockwell2.eps @ 49.4%* Copyright ©2001 The New York Times. ©1943 SEP JOB: NYT_18461-01_pass01 CLIENT: NYT-General PO#: 20628 COLORS: 4C (CMYK) NYT CIR M7227 PUB/ISSUE: NY Times-10/31 AD: Jon Arnason x5391 CW: PROD: Ed Miller x5548 TRAFFIC: Christina Wong x5703 AE: Stephanie Loomis x5488 PLATE: LINE SCREEN: 85 GALLEY#: 1 TRIM: 13\" x 21\" BLEED: none SAFETY: none DATE: 10/16/02 - 3:23 PM USER: am MACHINE: BZNYCPS_amorales PREVIOUS USER: heather

 5     FAN BASE     GOOGLE In 2010, Google modified its banner to include the iconic image “Spooners” on its homepage on February 3—Rockwell’s 116th birthday. The response was so great (3 million hits) that the Norman Rockwell Museum’s website temporarily crashed. MODERN FAMILY It isn’t advertising campaigns that get to have all the fun. In 2012, ABC’s Emmy Award® winning show Modern Family, aired an entire episode centered around Norman Rockwell and recreating one of his most iconic pieces of art, “Freedom From Want.” TV Show Target Demographic: Men/Women ages 18-49 Copyright ©2001 The New York Times. ©1943 SEPS: The Curtis Publishing Co., AgentM7227 PS: The Curtis Publishing Co., Agent

6FAN BASE TYLENOL CAMPAIGN In November 2014, Tylenol released a multi-media campaign titled “For What Matters Most.” The campaign featured the iconic Rockwell image “Freedom From Want” and also featured Norman’s granddaughter, Abigail Rockwell. The campaign was such a success, Tylenol repeated the program in 2015. The campaign ran on the web and through social media only. Campaign Target Demographic: Women ages 35-55 BUTTERBALL CAMPAIGN In 2015, Butterball did a “Throwback Thanksgiving” campaign that featured Rockwell’s “Freedom From Want” on packaging for their premium fresh turkeys. Butterball also used the image on their print, web and social media campaigns using the hashtag “TBThanksgiving” during the fall season. Rockwell’s image appeared on 3.5 million fresh turkeys which sold nationwide at over 15,000 grocery stores including Wal-Mart, Kroger, Safeway, Costco, Sam’s Club and BJ’s Wholesale Club. Campaign Target Demographic: Women ages 45-65

7 FAN BASEDEADPOOL 2In June 2018, 20th Century Fox will release the second film from Marvel’s DeadPool series.The movie poster on display now features Norman Rockwell’s iconic “Freedom From Want”with the movies characters in the place of the original scene.Movie Target Demographic: Male ages 18-45

8MUSEUMS MUSEUMS In addition to the permanent Rockwell installations that exist, theNorman Rockwell Museum sends out various traveling exhibits throughout the year. While these exhibits are primarily in the United States, several have traveled worldwide in any given year. As a result, there is never a moment where Rockwell’s artwork is not traveling around the country.PERMANENT INSTALLATIONS: TRAVELING EXHIBITS: NORMAN ROCKWELL ENDURING IDEALS: MUSEUM, STOCKBRIDGE Rockwell, Roosevelt & theNorman Rockwell Museum, Stockbridge –home to the largest permanent collection Four Freedoms A worldwide exhibit set to tour starting of Rockwell’s original paintings. in 2018 featuring Rockwell’s iconic Four CRYSTAL BRIDGES Freedoms paintings. AMERICAN ART MUSEUM American Chronicles: The THE MET Art of Norman Rockwell LUCAS MUSEUM An exhibit that chronicles the six decadeOne of Rockwell’s largest private collector’s, span of Rockwell’s work. this Museum is schedule to open in The Stockbridge Los Angeles, California. Models Project An exhibit centered around the models Rockwell used in his paintings. Norman Rockwell’s 323 Saturday Evening Post Covers An exhibit featuring all 323 covers illustrated by Rockwell. Norman Rockwell’s Home for the Holidays An exhibit highlighting Rockwell’s holiday illustrations.

9 THE MAGAZINETHE MAGAZINE BRAND FAST FACTS HISTORY ARTISTS C I R C U L AT I O NAmerica’s longest running Over 500 of the Great The Post’s current magazine tracing back American Illustrators circulation is 350,000 to the 1700’s and Ben painted for the Post in- with a pass along rate of Franklin’s Pennsylvania cluding Norman Rockwell, Gazette J.C. Leyendecker and N.C. 2.9 million readers per issue WyethDEMOGRAPHIC PUBLISHING READERS The Post’s core The Post is currently The Saturday Evening Postdemographic is females published bi-monthly reader is 350 times more likely to purchase gifts age 45+ and collectables

10MAGAZINEOUR LEGACYThe story of America’soldest magazine reaches back to1729, when Ben Franklinbegan publishing ThePennsylvania Gazette.The story of America’s oldest magazine reaches unknown young artist named Norman Rockwell.back to 1729, when Ben Franklin began pub- Soon Rockwell’s work was frequently gracing thelishing The Pennsylvania Gazette. The paper con- cover, delighting readers across the nation withtinued publishing even after Franklin was called his humble, humorous, narrative art using ordi-away to assist the American Revolution. By nary Americans. Over the years, Rockwell and1821 it had been renamed The Saturday Evening more than 500 other illustrators painted thou-Post. Over the next 70 years, it distinguished sands of iconic covers and inside illustrationsitself by bringing news of important events of for the Post including J.C. Leyendecker, Stevanthe day, such as the growth of the nation, the Dohanos, N.C. Wyeth among others.westward migration, new technologies, and theCivil War. In the 1890s, the Post was purchased The combination of great writing and magnifi-by an enterprising publisher named Cyrus Curtis cent art soon sent the Post’s reputation soaring.who had started the first magazine-publishing From a readership in the thousands at the turnempire with his highly successful Lady’s Home of the century, it grew to two million by 1920.Journal. Curtis gave the Post a dynamic young Decades after Lorimer’s departure, circulationeditor: George Horace Lorimer. continued to increase, eventually surpassing 6.5 million in the 1960s, which made it one of theLorimer grew the magazine by carefully selecting largest publications of its day.outstanding work from both established authorsand young talent. He introduced Americans to In the late 1960s, following an economic down-authors like F. Scott Fitzgerald and Sinclair Lewis. turn, the magazine was reorganized and wasIn its first century, the Post published works by relocated to Indianapolis. The magazine contin-Edgar Allen Poe, Mark Twain, O. Henry, StephenCrane, and Jack London (whose “Call of theWild” was serialized in 1903). Even after Lorim-er’s tenure, the magazine continued to developpromising young writers like Kurt Vonnegut, RayBradbury, and J.D. Salinger.With the advent of color printing, Lorimer in-vented the modern magazine cover with bold,beautiful works of art from leading and up-and-coming illustrators. In 1916, he discovered an

11 MAGAZINE ues to thrive today as a bimonthly, dedicated to keeping Americans informed of important social trends as well as continuing to promote the best of American arts and culture. Thanks to its unique history and richness of content, it is able to frame current events in historical context, often citing its own reporting to show parallels between today’s news and events of the past. The Post is also continuing its long tradition of encouraging new writers and artists. Each issue also features an extended collection of illustra- tions and news from its vast archive, including some of Rockwell’s most popular works of art. The Saturday Evening Post also publishes the award-winning youth magazines Humpty Dumpty and Jack and Jill . Its archival copyrighted con- tent includes materials from a variety of other publications such as Country Gentleman, Turtle, Children’s Playmate and many others bringing the collection to over 6,000 illustrations. Having been at the side of Americans in various forms since 1728, through the events and cultural shifts that have shaped the country’s character, The Saturday Evening Post remains America’s Magazine. ognivLeeLsMivsoinTrgoeThe Philanthropist Next DoorCelebrating PaaCsnAetldme, PFbeurrreaticstuaeirn,engt, America, Past, Present, and FuturePCaeaAslnemtd,bPerFarruietctisanue,grnet, RetuRn 150th Birthday triBute Mario AnPdlreutst!i of the NWeCehhdyeTtehrrueletYhao,dNuinnoggt Wild WFLrrLoiagynhdktCelAembreartiecda’As rMchoisttect Buffalo TShleoHppisytoDrryesosf Plus! AnnFeicTtyiolenr HtPLOoirwhfcoeRtee-teoSoacceutFkpndiiwnpxsggoe2Altr0eOmlth1CSe7nehyPTrrsieicltsacaetnh’mmseGTtaPi’asfxtlGGMauulesliesd!srey 2018 Fiction shOt dOwn Contest Winner WrbigyhEtr’sicFMal.lOin’gMwaallteeyr in Viet cOng 75th Anniversary territOry of Rockwell’s The Riveting Story of Four Freedoms a Vietnam War Hero May/WJuinnteer2C0o1m7 for$t5F.9o9ods saturdaye veningp ost.co M January/February 2018 s at u r d ay e v e n i n g p o s t. c o m $5.99 NsoavteumrbDeary/ De ve ceeNmi Nbgepr 2017 $5.99 o s t. com Images: Left: Current Issues of The Saturday Evening Post Top: SEP Cover Rockwell 1926 Illustration of Ben Franklin Middle: Editor from 1899-1936 Horice Lorimer Bottom: Artist, Norman Rockwell

Address OnlineThe Saturday Evening Post www.saturdayeveningpost.org Curtis Licensing www.curtislicensing.com1100 Waterway Boulevard Indianapolis, IN 46227 317.634.1100