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To the editor:

In response to a front-page article on ancient Indian rock calendars, June 21. I would like to express my discontent with Jerry Spangler's comments. I perceived his misguided references to promotional calendars as inaccurate, unnecessary and a direct slur at the specialty advertising industry.

Not only did his article misrepresent the industry, but it also displayed an obvious lack of appreciation and knowledge concerning calendars as promotional items. Millions of dollars are spent on business calendars each year. This fact represents the value placed on calendar advertising in the workplace and at home. A calendar is viewed as much more than a "simple device" to be thrown away.Procter & Gamble witnessed the positive effect of the medium after experimenting with calendar advertising to distribute coupons. The return of calendar coupons exceeded the return of newspaper coupons by six to one. If anything was thrown away, it was the newspaper.

Acording to a survey conducted by Richard Manville Research Inc., New York, homemakers and business people place great value on advertising calendars and often go out of their way to obtain one. Fifty-nine percent of the businesses not having received a complimentary calendar indicated they would like to have one. And 43 percent said they would make a special effort to get one.

According to the study, 100 percent of the businesses and 98 percent of the households in the United States use calendars daily. The average office workstation has more than two calendars, while each home has an average of four.

Calendars have been a popular form of advertising for many years. Although broad-scale distribution may seem to bother some, complimentary calendars are appreciated and wanted by both businessmen and homes.

Jaren J. Green

Speciality Advertising Association International

Salt Lake City