PROFILING AMERICA'S BIGGEST AD SPENDERS;#34 RALSTON PURINA CO.

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U.S. AD SPENDING ($ in thousands)By media19941993% chg

Magazine27,369By top brand19941993% chg

Purina pet foods80,941SALES & EARNINGS ($ in millions)Worldwide19941993% chg

Sales5,236U.S.19941993% chg

Sales5,113Division sales 1994HEADQUARTERS

Ralston Purina Co./One Checkerboard Square/St. Louis, Mo. 63164/Phone: (314) 982-1000.

PERSONNEL, BRANDS, AGENCIES

CORPORATE: CheckMark Communications (in-house): T.E. Touhill, exec vp-dir; Media Resources: D.R. Martin, vp-grp dir; Promo/Creative Resources: G.C. Cook, vp-grp dir; Strategic Communications: J.L. Lucas, vp-grp dir.

GROCERY PRODUCTS GROUP: Ralston Purina Co./One Checkerboard Square/St. Louis, Mo. 63164/Phone: (314) 982-1000. W.P. McGinnis, pres-ceo; J.R. von der Heydt, vp-dir pet food mktg; F.W. Krum, ceo, Golden Cat div; R.C Watt, exec vp, Golden Cat div; C.T. Carstensen, vp-dir provisions/influencial grp.

Meow Mix, Cat Line: Avrett, Free & Ginsberg, New York. John G. Avrett, F. Ginsberg, co-chmn.

Pal Line: Tatham Euro RSCG, Chicago. Thomas Schaeffer, sr ptnr-acct mgr.

Dog Chow, Fit 'n Trim, Pro Plan, Hi Pro, Puppy Chow: Fallon McElligott, Minneapolis. Patrick R. Fallon, chmn.

Hispanic Advertising (Dog Chow): Casanova Pendrill Publicidad, Irvine, Calif. Paul L. Casanova, pres.

Purina ONE: Lowe & Partners/SMS, New York. Stuart Epstein, exec vp.

ProVisions, Breeder Enthusiast: Loren/Allen/Odioso, Cincinnati. Maureen Vogele, sr vp-dir client svcs.

Hunter Advertising (Hi Pro/Dog Chow): TBWA Kerlich Switzer, St. Louis. William Freeman, pres.

Pets for People: Simmons, Durham & Associates, St. Louis. B.W. Durham, Jr., exec vp.

EVEREADY BATTERY CO.: One Checkerboard Square/St. Louis, Mo. 63164/St. Louis, Mo. 63164/Phone: (314) 982-1000. J.P. Mulcahy, chmn-ceo; G.L Meffert, pres; W.M. Klein, vp-gm global lighting prods; R.J. Smith, dir-lights North America; W.E. Denning, area chmn, N. Amer; D.P. Hatfield, vp-mktg.

Energizer: TBWA Chiat/Day, Venice, Calif. Bob Kuperman, pres-ceo.

Hispanic adv: Casanova Pendrill Publicidad, Irvine, Calif. Paul L. Casanova, pres.

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