Viking Range, LLC



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Paula Deen magazine – 2007 Nat’l Ad Campaign

▪ This is an opportunity for dealers to co-op advertising with Viking Culinary

Products and be listed in a full-page, color ad distributed nationally in the

Cooking with Paula Deen magazine

▪ Circulation info

o 865,000 copies for May/Jun 2006 issue and increasing rapidly!

o Distributed nationally – major bookstores (Barnes & Noble, Borders, etc), supermarkets (Kroger, Safeway, Albertsons and Publix), major retailers (Walmart & Target)

▪ Miscellaneous

o Paula Deen is a rising star on the Food Network (her show’s popularity is on the order of Emeril and Rachel Ray)

o Paula Deen is a leading cookbook author (see page 4); latest book title Paula Deen Celebrates to be published October 2006

o Each issue contains 50+ recipes, so the life span is greater than typical magazine

▪ Cost schedule – maximum of 5 dealers per issue

o Jan/Feb - $1,000 per dealer

o Mar/Apr - $1,000 per dealer

o May/Jun - $750 per dealer

o Jul/Aug - $750 per dealer

o Sep/Oct - $1,250 per dealer

o Nov/Dec - $1,250 per dealer

o Maximum of 5 dealers listed per issue

o One listing per dealer

▪ Ad content

o Each issue will feature the stand mixer promotion currently running during that time; e.g. Jan/Feb, Mar/Apr and May/Jun ad will be the 1st half 2007 stand mixer promo

▪ Billing for ad listing

o Rep should obtain commitment from dealer for ad slot and inform Richard Beattie

o Richard will confirm, in writing, with dealer and cc: rep

o When ad breaks, dealer will be billed for appropriate cost per above cost schedule

o Payment will be same as dealer’s normal terms (Net 30 or credit card)

▪ NOW BOOKING - Sales rep should contact their dealers to book one of the 10 spots available in the Jan/Feb and Mar/Apr 2007 issues!

NOTE: Nov/Dec 2006 issue has been booked with 5 dealers as shown on the following page.

Coming soon in…

Cooking with Paula Deen – Nov/Dec 2006

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Cooking with Paula Dean – co-op advertising sign-up

▪ Sign up now for Jan/Feb and Mar/Apr issues now!

▪ Space for 5 dealers per issue; dealers will be invoiced at their normal terms at ad release date

▪ Balance of 2007 issues will be available for dealer sign up 3 months prior to release date

▪ Viking Stand Mixer will be featured item for Jan/Feb and Mar/Apr 2007 issues

▪ All ads will be full page, color

|Issue |Cost to dealer |Dealer name |Address |Phone |Website |

|Jan/Feb 2007 | $1,000 ea |Rolling Pin Kitchen |Brandon Crossroads 2080 | 877.653.2418 | |

| | |Emporium |Badlands Drive Brandon, FL | | |

| | |Allen & Petersen Cooking &|3002 Seward Highway Anchorage |800.838.0111 | |

| | |Appliance Center |AK | | |

| | |Mia Cucina |Hamilton Corners Shopping |423.648.4208 | |

| | | |Center | | |

| | | |2115 Gunbarrel Road | | |

| | | |Chattanooga, TN | | |

| | | |       | | |

| | | | | | |

| | |The Kitchen at Whittingham|1021 Caroline Street |540.374.0443 | |

| | | |Fredericksburg, VA  | | |

| | |Shore Appliance |307A Civic Avenue |410.749.2161 | |

| | |Connection |Salisbury, MD  | | |

|Mar/Apr 2007 |$1,000 ea |Allen & Peterson Cooking |3002 Seward Highway Anchorage |800.838.0111 | |

| | |and Appliance Center |AK | | |

| | |Kitchenware Outfitters |5500 Abercorn St. |912.356.1117 | |

| | | |Ste 18 | | |

| | | |Savannah, GA | | |

| | |Homewerks – Really Cool |13437 San Pedro |210.499.5760 | |

| | |Stuff for the Home |San Antonio, TX | | |

| | |Board & Basket |Shaw’s Powerhouse Plaza |800.635.1119 | |

| | | |West Lebanon, NH | | |

| | | | | | |

NOTE: Send to Richard Beattie at rbeattie@ or call 662-451-1784.

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Books by Paula Deen

▪ To be published Oct 2006 – Paula Deen Celebrates!

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▪ Previously published books

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TV cook Paula Deen fattens Savannah's tourism by serving up fans

By Russ Bynum

ASSOCIATED PRESS

SAVANNAH - Paula Deen can't shop at her favorite produce market without hearing that fans dropped by asking where she lives, and she's spotted tourists with cameras ducking behind the bushes at her home.

Cable TV's queen of Southern-fried comfort food is still coming to grips with the Paula-mania that's seized Savannah since her Food Network show took off in 2002.

But Deen, who called herself The Bag Lady when she started a catering business in 1989 with her last $200, has nothing ungracious to say toward her fans - even those who go a little off the rails.

"Some days you wish you could be invisible, days you don't have makeup on and your hair looks like poo-poo," Deen, 59, told The Associated Press after taping the final show for her second Food Network series. "But isn't it great for somebody to love you like that?"

A decade ago, John Berendt's best-selling book "Midnight in the Garden of Good and Evil" was the pop-culture magnet that drew tourists in droves to Savannah. These days, it's Deen, who is whipping up a fan frenzy that fattens the coastal city's $1.5 billion-per-year tourism industry.

Outside The Lady & Sons, the local restaurant Deen opened in 1996, visitors start lining up at 8:30 a.m. - 2 hours before the doors open for lunch - to load their plates with fried chicken, collard greens and cheese biscuits. The restaurant served 400,000 people last year - nearly 1,100 a day.

"Paula Deen is why we came to Savannah," said Gerry Adams, 59, of Fort Myers, Fla., waiting in line with two friends and more than 100 other people on a recent Saturday morning. "We're going to come back and get in line for supper. We've got to come to Paula's as much as we can."

Old Savannah Tours hasn't had trouble filling buses for its Paula Deen tour, even at $53 per ticket. Since the tours started in March 2005, more than 15,000 tourists have taken the four-hour, 20-mile trip devoted to Deen trivia, from Deen's downtown restaurant to the small brick home in the southside suburbs where she started The Bag Lady to the quaint chapel where she married her husband, harbor pilot Michael Groover, in 2004.

"These people want to know what kind of toothpaste she uses," said Rachel Butler, marketing manager for the tour company. "We had somebody the other day wanting to know where they could get a Paula Deen tattoo."

Others gladly pay $250 apiece to attend Deen's cooking classes. It's the only way her fans are guaranteed to see her in person. She rarely appears at her restaurant anymore - though sons Jamie and Bobby still oversee its management.

"It's hard for Momma to come in, because it's like if you went to Graceland and Elvis walked out," said Jamie Deen, 39. "If Mom's on the dining floor, it stops everything."

There's been no stopping Deen in the decade since she opened The Lady & Sons. Random House picked up her self-published cookbook in 1998 after an executive wandered into the restaurant. Four more books have followed.

USA Today gave the restaurant its "Meal of the Year" award in 1999. A mutual friend introduced her to TV producer Gordon Elliott, who gave Deen a guest spot on his show "Door Knock Dinners" before producing "Paula's Home Cooking."

Besides promoting its silver-haired hostess, the show has kept a spotlight on Savannah with Deen featuring the city's homegrown businesses - from sampling pralines at River Street Sweets to shopping for a cookout at R&R Restaurant Supply.

Paula Deen’s Restaurant – The Lady & Sons

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