CONTENTS

Advertising's Relative Impact on Milk Advertising

Have Expenditures to Advertise California Almonds been Effective?

Editor's Notes

Director’s Corner

Next Meeting

Editor's Notes

by Una Moneypenny

In this issue of the NICPRE Quarterly-- the last Quarterly of the Millenium--you will find an article by Henry Kinnucan on advertising's impact on beverage consumption, and its impact milk consumption in partiular. There's also a piece by John Crespi and Richard Sexton that relates to the success of expeditures on California almonds.

Harry Kaiser has provided a Director's column that will update you on the latest developments here at the National Instute for Commodity Promotion Research and Evaluation (NICPRE), including new grants, data, and personnel.

It is my New Year's resolution to provide you with the next four issues of the Quarterly on a timely basis, and I can say that with no new maternity situation, it seems that I might actually reach my goal in 2000.

Happy New Year to all of you! I look forward to receiving lots of submissions for future issues.