Day 012 - 18 Jul 94 - Page 21


     
     1        permission of Time Magazine as a method to distribute this
              to the McDonald's family in an interesting form, but its
     2        distribution within magazines, I believe, was done in a
              form similar to this also.
     3
         MR. RAMPTON:  It contains a number, as we will see, of
     4        different advertisements.
              A.  That is correct, the whole series.
     5
         Q.   The whole series, each of which is two pages long, is it
     6        not?
              A.  Yes, Sir.
     7
         Q.   Would all of those always be included in the magazines in
     8        which the advertisements were placed or would they be
              separated out?
     9        A.  They would be separated, would run sequentially,
              I believe.
    10
         Q.   You see the front of the pastiche -----
    11
         MR. JUSTICE BELL:  I am not sure I am following, Mr. Rampton.
    12        Does it mean that every one of those ads which is in there
              would appear in one edition of a magazine, or they would
    13        be distributed throughout different editions and different
              magazines?
    14        A.  My recollection was that one ad would run in a series
              of magazines, then another ad would run in a subsequent
    15        series of magazines and so forth.
 
    16   MR. RAMPTON:  The front of the -- let us call it mock up, shall
              we?
    17        A.  Yes.
 
    18   Q.   Has a picture of a hamburger -- what we call a hamburger
              anyway -- and what you call some french fries, and a
    19        packet of two per cent low fat milk with the word
              "balance" on the front in bold black letters, is that
    20        correct?
              A.  That is correct.
    21
         Q.   Do you know the reason why that word "balance" is given
    22        that kind of prominence?
              A.  Yes, it was to indicate that McDonald's meals and food
    23        can be part of a well balanced diet.
 
    24   Q.   Can you then, before we look inside the document, turn to
               -- sorry about this but it will happen again, I fear --
    25        tab 9 of this file?
              A.  I am there. 
    26 
         Q.   I have given you the wrong one.  I mean tab -- yes, I do 
    27        mean 9.  Page 184 should be at the bottom of the page, is
              it?
    28        A.  Yes.
 
    29   Q.   This is a memorandum concerning a meeting held on
              17th March 1986, is it not?
    30        A.  Yes, it is.
 

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