Program Name        
Program Date
  Minimum Response Rate (%) %            
  Response Rate Increments %            
        OBSERVATION BREAKEVEN ANALYSIS
          BASED ON PROGRAM AND MEDIA PARAMETERS  
  PROGRAM PARAMETERS:       RESPONSE RATE % ORDERS PROFIT $'S PROFIT %  
           
           
  Circulation      
  Advertising Cost/1000 ($)      
  Response Rate %   See Analysis    
  % Charge Orders      
  Bad Debt %      
  Customer Returns %      
  Cancellations %      
  Allowances & Adjusts %      
  Bank Card Commission Rate %      
           
  RETAIL PARAMETERS:        
           
  Average MU %      
  Average Unit Retail      
  Units/Customer Order      
  Average Order Value      
  Average S & H Charge      
  TOTAL ORDER PAYOUT:      
           
  COST PARAMETERS:        
           
  Average Unit Cost      
  Average Order Cost      
  Fulfillment Chg/Order      
  Average Postage              
  Bad Debt              
  Returns              
  Cancellations              
  Allowances & Adjusts              
  Bank Commission              
  TOTAL ORDER COST:              
                   
  PROGRAM TOTALS:   See Analysis          
  -----                
  Customer Orders Rec'd                
  Units Received                
  Retail Sales                
  Payout Sales                
  Direct Product Costs                
  All Program Costs                
  Program Margin                
Advertising Costs
  PROFIT $'S   See Analysis          
  PROFIT %   See Analysis