Form990
Click to see attachment
Department of the Treasury
Internal Revenue Service
Return of Organization Exempt From Income Tax
Under section 501(c), 527, or 4947(a)(1) of the Internal Revenue Code (except black lung benefit trust or private foundation)

MediumBullet The organization may have to use a copy of this return to satisfy state reporting requirements.
OMB No. 1545-0047
2010
Open to Public Inspection
A For the calendar year, or tax year beginning 07-01-2010 and ending 06-30-2011
BCheck if applicable:
CName of organization
THE ADVERTISING COUNCIL INC
 
Doing Business As
 
 
Number and street (or P.O. box if mail is not delivered to street address)
815 SECOND AVENUE 9TH FLOOR
 
Room/suite
City or town, state or country, and ZIP + 4
NEW YORK, NY10017
D Employer identification number

13-0417693
E Telephone number

G Gross receipts $ 49,899,818
F Name and address of principal officer:
JON FISH
815 SECOND AVENUE 9TH FLOOR
NEW YORK,NY10017
I
Tax-exempt status: (   ) LeftBullet (insert no.) or
J
Website:MediumBullet
WWW.ADCOUNCIL.ORG
H(a)
Is this a group return for
affiliates?
H(b)
Are all affiliates included?
If "No," attach a list. (see instructions)
H(c)
Group exemption number MediumBullet  
K Form of organization:
 
L Year of formation: 1942
M State of legal domicile: NY
Part I
Summary
Activities & Governance 1 Briefly describe the organization’s mission or most significant activities: SEE SCHEDULE O
2 Check this box MediumBullet
3 Number of voting members of the governing body (Part VI, line 1a) .... 3 101
4 Number of independent voting members of the governing body (Part VI, line 1b) .... 4 100
5 Total number of individuals employed in calendar year 2010 (Part V, line 2a) ... 5 119
6 Total number of volunteers (estimate if necessary) .... 6 279
7a Total unrelated business revenue from Part VIII, column (C), line 12 .. 7a 0
b Net unrelated business taxable income from Form 990-T, line 34 .. 7b 0
Revenues; Prior Year Current Year
8 Contributions and grants (Part VIII, line 1h) ......... 8,784,479 9,415,045
9 Program service revenue (Part VIII, line 2g) ......... 31,038,624 31,389,964
10 Investment income (Part VIII, column (A), lines 3, 4, and 7d ) .... 329,006 -163,107
11 Other revenue (Part VIII, column (A), lines 5, 6d, 8c, 9c, 10c, and 11e) -197,380 -133,440
12 Total revenue—add lines 8 through 11 (must equal Part VIII, column (A), line 12)................... 39,954,729 40,508,462
Expenses; 13 Grants and similar amounts paid (Part IX, column (A), lines 1–3 )... 0 0
14 Benefits paid to or for members (Part IX, column (A), line 4) .... 0 0
15 Salaries, other compensation, employee benefits (Part IX, column (A), lines 5–10) 11,225,669 12,395,122
16a Professional fundraising fees (Part IX, column (A), line 11e).... 27,028 32,000
b Total fundraising expenses (Part IX, column (D), line 25) MediumBullet1,574,239    
17 Other expenses (Part IX, column (A), lines 11a–11d, 11f–24f).... 25,891,216 24,939,425
18 Total expenses. Add lines 13–17 (must equal Part IX, column (A), line 25) 37,143,913 37,366,547
19 Revenue less expenses. Subtract line 18 from line 12...... 2,810,816 3,141,915
Net Assets or Fund Balances; Beginning of Current Year End of Year
20 Total assets (Part X, line 16)............ 27,880,172 31,838,838
21 Total liabilities (Part X, line 26)............ 14,186,138 13,334,204
22 Net assets or fund balances. Subtract line 21 from line 20 ..... 13,694,034 18,504,634
Part II
Signature Block
Under penalties of perjury, I declare that I have examined this return, including accompanying schedules and statements, and to the best of my knowledge and belief, it is true, correct, and complete. Declaration of preparer (other than officer) is based on all information of which preparer has any knowledge.
Sign Here
JumboBullet
Signature of officer Date
JumboBullet
Type or print name and title.
Paid Preparer's Use Only Preparer's
signatureBig Right Arrow 		Date
right pointing bullet image Preparer’s taxpayer identification number
(see instructions)
Firm’s name (or yours
if self-employed),
address, and ZIP + 4Big Right Arrow




 		EIN right pointing bullet image
Phone no. right pointing bullet image
May the IRS discuss this return with the preparer shown above? (see instructions) .........
For Privacy Act and Paperwork Reduction Act Notice, see the separate instructions.
Cat. No. 11282Y
Form 990 (2010)
Form 990 (2010)
Page 2
Part III
Statement of Program Service Accomplishments
Check if Schedule O contains a response to any question in this Part III . . . . . . . . . .
1
Briefly describe the organization’s mission: SEE SCHEDULE O
2
Did the organization undertake any significant program services during the year which were not listed on
the prior Form 990 or 990-EZ? ....................
If “Yes,” describe these new services on Schedule O.
3
Did the organization cease conducting, or make significant changes in how it conducts, any program services? ..........................
If “Yes,” describe these changes on Schedule O.
4
Describe the exempt purpose achievements for each of the organization’s three largest program services by expenses.
Section 501(c)(3) and 501(c)(4) organizations and section 4947(a)(1) trusts are required to report the amount of grants and allocations to others, the total expenses, and revenue, if any, for each program service reported.
4a (Code:   ) (Expenses $ 30,818,409 including grants of $   ) (Revenue $ 31,389,964 )
THE AD COUNCIL'S PUBLIC SERVICE CAMPAIGNS TARGETING THE AMERICAN PEOPLE ARE BEST DEFINED WITHIN FOUR MAJOR PROGRAM AREAS: 1. HEALTH; 2. SAFETY; 3. EDUCATION; AND 4. FAMILY & COMMUNITY.HEALTH ISSUES ARE SIGNIFICANT FOR ALL AMERICANS BECAUSE THEY PROMOTE INDIVIDUAL BEHAVIORS TO BENEFIT BOTH INDIVIDUAL HEALTH OUTCOMES AND THE GREATER HEALTH OF THE COMMUNITY. BECAUSE SO MANY LEADING ILLNESSES AND DISEASES ARE PROVEN TO BE PREVENTABLE BY A HANDFUL OF HEALTH BEHAVIORS, A PRIORITY IS TO UTILIZE COMMUNICATIONS TO EDUCATE THE PUBLIC AND ESTABLISH HEALTHY HABITS AS EARLY ON IN LIFE AS POSSIBLE. THE AD COUNCIL CURRENTLY PROMOTES HEALTHY BEHAVIORS AND BRINGS AWARENESS TO SERIOUS HEALTH ISSUES FACING OUR NATION, INCLUDING CHILDHOOD OBESITY, AUTISM, LEAD POISONING, AND CHILDHOOD ASTHMA. PUBLIC SERVICE MESSAGING ADDRESSING SAFETY ISSUES IS IMPERATIVE FOR ALL AMERICANS BECAUSE IT STRIVES TO KEEP THE PEOPLE OF OUR COUNTRY SAFE AND SECURE. COMMUNICATIONS CAN EFFECTIVELY ADDRESS THE POTENTIAL RISK IN THE THREE PLACES WHERE AMERICANS SPEND THE MOST TIME AT HOME, WORK OR SCHOOL AND THE HAZARDS POSED WHEN TRAVELING BETWEEN THEM. THE AREAS ADDRESSED BY THE AD COUNCIL IN THIS ARENA RUN THE GAMUT FROM INFORMING THE PUBLIC ON THE USE OF SAFETY EQUIPMENT, SUCH AS SAFETY BELTS AND BOOSTER SEATS, THE CONSEQUENCES OF IMPAIRED DRIVING TO EMERGENCY PREPAREDNESS, TEEN DATING ABUSE AND TEXTING WHILE DRIVING.FOR THE PURPOSE OF ITS PUBLIC SERVICE CAMPAIGNS, THE AD COUNCIL BROADLY DEFINES EDUCATION. BY BUILDING COMMUNICATIONS PROGRAMS AROUND KEY EDUCATION AREAS, AD COUNCIL INITIATIVES RAISE AWARENESS OF THE ISSUES IN ORDER TO STIMULATE DIALOGUE, IMPROVE ATTITUDES AND CHANGE BEHAVIOR. WITHIN THE PROGRAM SERVICE OF EDUCATION, THE AD COUNCIL'S PUBLIC SERVICE MESSAGING INCLUDES CRUCIAL CAMPAIGNS RANGING FROM EARLY CHILDHOOD DEVELOPMENT, HIGH SCHOOL DROPOUT PREVENTION ALL THE WAY THROUGH TO FINANCIAL LITERACY AND ADULT EDUCATION. THE AD COUNCIL'S LARGEST PROGRAM SERVICE IS FAMILY & COMMUNITY. OFTEN CONSIDERED THE FABRIC OF OUR SOCIETY, THE AD COUNCIL WORKS TO IMPROVE AND BUILD UPON THE FOUNDATION OF WHAT MAKES A FAMILY STRONG, INCLUDING ADOPTING FROM FOSTER CARE, FATHER INVOLVEMENT AND MAKING SURE NO CHILD GOES HUNGRY. AN EFFECTIVE COMMUNITY WORKS OVER THE LONG-TERM TO FOSTER, ACHIEVE AND SUSTAIN ECONOMIC, ENVIRONMENTAL, CIVIC AND SOCIAL WELL-BEING FOR ITS PEOPLE. AD COUNCIL PUBLIC SERVICE CAMPAIGNS ENCOMPASS KEY FACTORS AFFECTING THE COMMON AND SHARED WELL-BEING OF COMMUNITIES. THE AREAS ADDRESSING OUR COMMUNITY NEEDS INCLUDE: FORECLOSURE PREVENTION, CIVIL ENGAGEMENT AND PROTECTING OUR NATION'S NATURAL RESOURCES.
4b (Code:   ) (Expenses $   including grants of $   ) (Revenue $   )
4c (Code:   ) (Expenses $   including grants of $   ) (Revenue $   )
4d Other program services. (Describe in Schedule O.)
(Expenses $   including grants of $   ) (Revenue $   )
4e Total program service expensesMediumBullet$ 30,818,409
Form 990 (2010)
Form 990 (2010)
Page 3
Part IV
Checklist of Required Schedules
Yes
No
1
Is the organization described in section 501(c)(3) or 4947(a)(1) (other than a private foundation)? If “Yes,” complete Schedule AClick to see attachment.....................
1
Yes
 
2
Is the organization required to complete Schedule B, Schedule of Contributors? Click to see attachment........
2
Yes
 
3
Did the organization engage in direct or indirect political campaign activities on behalf of or in opposition to candidates for public office? If “Yes,” complete Schedule C, Part I..........
3
 
No
4
Section 501(c)(3) organizations. Did the organization engage in lobbying activities? If “Yes,” complete Schedule C,
Part II.........................
4
 
No
5
Is the organization a section 501(c)(4), 501(c)(5), or 501(c)(6) organization that receives membership dues, assessments, or similar amounts as defined in Revenue Procedure 98-19? If “Yes,” complete Schedule C, Part III........................
5
 
 
6
Did the organization maintain any donor advised funds or any similar funds or accounts where donors have the right to provide advice on the distribution or investment of amounts in such funds or accounts? If “Yes,” complete
Schedule D, Part IClick to see attachment.......................
6
 
No
7
Did the organization receive or hold a conservation easement, including easements to preserve open space,
the environment, historic land areas or historic structures? If “Yes,” complete Schedule D, Part IIClick to see attachment...
7
 
No
8
Did the organization maintain collections of works of art, historical treasures, or other similar assets? If “Yes,” complete Schedule D, Part III Click to see attachment....................
8
 
No
9
Did the organization report an amount in Part X, line 21; serve as a custodian for amounts not listed in Part X; or provide credit counseling, debt management, credit repair, or debt negotiation services? If “Yes,”
complete Schedule D, Part IVClick to see attachment...................
9
 
No
10
Did the organization, directly or through a related organization, hold assets in term, permanent,or quasi-endowments? If “Yes,” complete Schedule D, Part VClick to see attachment
10
 
No
11
If the organization’s answer to any of the following questions is ‘Yes,’ then complete Schedule D, Parts VI, VII, VIII, IX, or X as applicable:
a
Did the organization report an amount for land, buildings, and equipment in Part X, line10? If “Yes,” complete Schedule D, Part VI.Click to see attachment
11a
Yes
 
b
Did the organization report an amount for investments—other securities in Part X, line 12 that is 5% or more of its total assets reported in Part X, line 16? If “Yes,” complete Schedule D, Part VII.Click to see attachment
11b
 
No
c
Did the organization report an amount for investments—program related in Part X, line 13 that is 5% or more of its total assets reported in Part X, line 16? If “Yes,” complete Schedule D, Part VIII.Click to see attachment
11c
 
No
d
Did the organization report an amount for other assets in Part X, line 15 that is 5% or more of its total assets reported in Part X, line 16? If “Yes,” complete Schedule D, Part IX.Click to see attachment
11d
 
No
e
Did the organization report an amount for other liabilities in Part X, line 25? If “Yes,” complete Schedule D, Part X.Click to see attachment
11e
Yes
 
f
Did the organization’s separate or consolidated financial statements for the tax year include a footnote that addresses the organization’s liability for uncertain tax positions under FIN 48 (ASC 740)? If “Yes,” complete Schedule D, Part X.Click to see attachment
11f
 
No
12a
Did the organization obtain separate, independent audited financial statements for the tax year? If “Yes,” complete Schedule D, Parts XI, XII, and XIII Click to see attachment
12a
Yes
 
b
Was the organization included in consolidated, independent audited financial statements for the tax year? If “Yes,” and if the organization answered ‘No’ to line 12a, then completing Schedule D, Parts XI, XII, and XIII is optional Click to see attachment
12b
 
No
13
Is the organization a school described in section 170(b)(1)(A)(ii)? If “Yes,” complete Schedule E
13
 
No
14a
Did the organization maintain an office, employees, or agents outside of the United States?....
14a
 
No
b
Did the organization have aggregate revenues or expenses of more than $10,000 from grantmaking, fundraising, business, and program service activities outside the United States? If “Yes,” complete Schedule F, Part I.........
14b
 
No
15
Did the organization report on Part IX, column (A), line 3, more than $5,000 of grants or assistance to any organization or entity located outside the U.S.? If “Yes,” complete Schedule F, Part II..
15
 
No
16
Did the organization report on Part IX, column (A), line 3, more than $5,000 of aggregate grants or assistance to individuals located outside the U.S.? If “Yes,” complete Schedule F, Part III..
16
 
No
17
Did the organization report a total of more than $15,000, of expenses for professional fundraising services on Part IX, column (A), lines 6 and 11e? If “Yes,” complete Schedule G, Part IClick to see attachment
17
Yes
 
18
Did the organization report more than $15,000 total of fundraising event gross income and contributions on Part VIII, lines 1c and 8a? If “Yes,” complete Schedule G, Part II.......... Click to see attachment
18
Yes
 
19
Did the organization report more than $15,000 of gross income from gaming activities on Part VIII, line 9a? If “Yes,” complete Schedule G, Part III................... Click to see attachment
19
 
No
Form 990 (2010)
Form 990 (2010)
Page 4
Part IV
Checklist of Required Schedules (continued)
20a
Did the organization operate one or more hospitals? If “Yes,” complete Schedule H.....
20a
 
No
b
Did the organization attach its audited financial statement to this return? Note: All Form 990 filers that operate one or more hospitals must attach audited financial statements. .....
20b
 
 
21
Did the organization report more than $5,000 of grants and other assistance to governments and organizations in the United States on Part IX, column (A), line 1? If “Yes,” complete Schedule I, Parts I and II..
21
 
No
22
Did the organization report more than $5,000 of grants and other assistance to individuals in the United States on Part IX, column (A), line 2? If “Yes,” complete Schedule I, Parts I and III.....
22
 
No
23
Did the organization answer “Yes” to Part VII, Section A, questions 3, 4, or 5, about compensation of the organization’s current and former officers, directors, trustees, key employees, and highest compensated employees? If “Yes,” complete Schedule J................ Click to see attachment
23
Yes
 
24a
Did the organization have a tax-exempt bond issue with an outstanding principal amount of more than $100,000 as of the last day of the year, that was issued after December 31, 2002? If “Yes,” answer questions 24b–24d and complete Schedule K. If “No,” go to line 25................
24a
 
No
b
Did the organization invest any proceeds of tax-exempt bonds beyond a temporary period exception?...
24b
 
 
c
Did the organization maintain an escrow account other than a refunding escrow at any time during the year
to defease any tax-exempt bonds?......................
24c
 
 
d
Did the organization act as an “on behalf of” issuer for bonds outstanding at any time during the year?...
24d
 
 
25a
Section 501(c)(3) and 501(c)(4) organizations. Did the organization engage in an excess benefit transaction with a disqualified person during the year? If “Yes,” complete Schedule L, Part I...... Click to see attachment
25a
 
No
b
Is the organization aware that it engaged in an excess benefit transaction with a disqualified person in a prior year, and that the transaction has not been reported on any of the organization’s prior Forms 990 or 990-EZ? If “Yes,” complete Schedule L, Part I................ Click to see attachment
25b
 
No
26
Was a loan to or by a current or former officer, director, trustee, key employee, highly compensated employee, or disqualified person outstanding as of the end of the organization’s tax year? If “Yes,” complete Schedule L,
Part II........................... Click to see attachment
26
 
No
27
Did the organization provide a grant or other assistance to an officer, director, trustee, key employee, substantial contributor, or a grant selection committee member, or to a person related to such an individual? If “Yes,” complete Schedule L, Part III............... Click to see attachment
27
 
No
28
Was the organization a party to a business transaction with one of the following parties? (see Schedule L, Part IV instructions for applicable filing thresholds, conditions, and exceptions):
a
A current or former officer, director, trustee, or key employee? If “Yes,” complete Schedule L, Part IV ......................... Click to see attachment
28a
 
No
b
A family member of a current or former officer, director, trustee, or key employee? If “Yes,”
complete Schedule L, Part IV................... Click to see attachment
28b
 
No
c
An entity of which a current or former officer, director, trustee, or key employee (or a family member thereof) was an officer, director, trustee, or owner? If “Yes,” complete Schedule L, Part IV.. Click to see attachment
28c
Yes
 
29
Did the organization receive more than $25,000 in non-cash contributions? If “Yes,” complete Schedule M
29
 
No
30
Did the organization receive contributions of art, historical treasures, or other similar assets, or qualified conservation contributions? If “Yes,” complete Schedule M............
30
 
No
31
Did the organization liquidate, terminate, or dissolve and cease operations? If “Yes,” complete Schedule N,
Part I...........................
31
 
No
32
Did the organization sell, exchange, dispose of, or transfer more than 25% of its net assets? If “Yes,” complete Schedule N, Part II.......................
32
 
No
33
Did the organization own 100% of an entity disregarded as separate from the organization under Regulations sections 301.7701-2 and 301.7701-3? If “Yes,” complete Schedule R, Part I........
33
 
No
34
Was the organization related to any tax-exempt or taxable entity? If “Yes,” complete Schedule R, Parts II, III, IV, and V, line 1.....................
34
 
No
35
Is any related organization a controlled entity within the meaning of section 512(b)(13)? .....
35
 
No
a
Did the organization receive any payment from or engage in any transaction with a controlled entity within the meaning of section 512(b)(13)? If “Yes,” complete Schedule R, Part V, line 2...
36
Section 501(c)(3) organizations. Did the organization make any transfers to an exempt non-charitable related organization? If “Yes,” complete Schedule R, Part V, line 2...........
36
 
No
37
Did the organization conduct more than 5% of its activities through an entity that is not a related organization and that is treated as a partnership for federal income tax purposes? If “Yes,” complete Schedule R, Part VI
37
 
No
38
Did the organization complete Schedule O and provide explanations in Schedule O for Part VI, lines 11 and 19? Note. All Form 990 filers are required to complete Schedule O. ............
38
Yes
 
Form 990 (2010)
Form 990 (2010)
Page 5
Part V
Statements Regarding Other IRS Filings and Tax Compliance
Check if Schedule O contains a response to any question in this Part V . . . . . . . . . .
Yes
No
1a
Enter the number reported in Box 3 of Form 1096. Enter -0- if not applicable. .......
1a
91
b
Enter the number of Forms W-2G included in line 1a. Enter -0- if not applicable.
1b
0
c
Did the organization comply with backup withholding rules for reportable payments to vendors and reportable gaming (gambling) winnings to prize winners? ..................
1c
Yes
 
2a
Enter the number of employees reported on Form W-3, Transmittal of Wage and Tax Statements filed for the calendar year ending with or within the year covered by this return .....................
2a
119
b
If at least one is reported on line 2a, did the organization file all required federal employment tax returns?

Note. If the sum of lines 1a and 2a is greater than 250, you may be required to e-file. (see instructions)
2b
Yes
 
3a
Did the organization have unrelated business gross income of $1,000 or more during the year?.............................
3a
 
No
b
If “Yes,” has it filed a Form 990-T for this year? If “No,” provide an explanation in Schedule O.....
3b
 
 
4a
At any time during the calendar year, did the organization have an interest in, or a signature or other authority over, a financial account in a foreign country (such as a bank account or securities account)?.......................
4a
 
No
b
If "Yes," enter the name of the foreign country: MediumBullet
See instructions for filing requirements for Form TD F 90-22.1, Report of Foreign Bank and Financial Accounts.
5a
Was the organization a party to a prohibited tax shelter transaction at any time during the tax year?..
5a
 
No
b
Did any taxable party notify the organization that it was or is a party to a prohibited tax shelter transaction?
5b
 
No
c
If “Yes” to line 5a or 5b, did the organization file Form 8886-T? ........
5c
 
 
6a
Does the organization have annual gross receipts that are normally greater than $100,000, and did the organization solicit any contributions that were not tax deductible?..........
6a
 
No
b
If “Yes,” did the organization include with every solicitation an express statement that such contributions or gifts were not tax deductible?........................
6b
 
 
7
Organizations that may receive deductible contributions under section 170(c).
a
Did the organization receive a payment in excess of $75 made partly as a contribution and partly for goods and services provided to the payor?....................
7a
Yes
 
b
If “Yes,” did the organization notify the donor of the value of the goods or services provided?.....
7b
Yes
 
c
Did the organization sell, exchange, or otherwise dispose of tangible personal property for which it was required to file Form 8282?...........................
7c
 
No
d
If “Yes,” indicate the number of Forms 8282 filed during the year ....
7d
 
e
Did the organization receive any funds, directly or indirectly, to pay premiums on a personal benefit contract?..........................
7e
 
No
f
Did the organization, during the year, pay premiums, directly or indirectly, on a personal benefit contract?..
7f
 
No
g
If the organization received a contribution of qualified intellectual property, did the organization file Form 8899 as required?...................
7g
 
 
h
If the organization received a contribution of cars, boats, airplanes, or other vehicles, did the organization file a Form 1098-C?...............
7h
 
 
8
Sponsoring organizations maintaining donor advised funds and section 509(a)(3) supporting organizations. Did the supporting organization, or a donor advised fund maintained by a sponsoring organization, have excess business holdings at any time during the year?................
8
 
 
9
Sponsoring organizations maintaining donor advised funds.
a
Did the organization make any taxable distributions under section 4966?.........
9a
 
 
b
Did the organization make a distribution to a donor, donor advisor, or related person?......
9b
 
 
10
Section 501(c)(7) organizations. Enter:
a
Initiation fees and capital contributions included on Part VIII, line 12 ...
10a
 
b
Gross receipts, included on Form 990, Part VIII, line 12, for public use of club facilities
10b
 
11
Section 501(c)(12) organizations. Enter:
a
Gross income from members or shareholders .........
11a
 
b
Gross income from other sources (Do not net amounts due or paid to other sources against amounts due or received from them.) ........
11b
 
12a
Section 4947(a)(1) non-exempt charitable trusts. Is the organization filing Form 990 in lieu of Form 1041?
12a
 
 
b
If “Yes,” enter the amount of tax-exempt interest received or accrued during the year.
12b
 
13
Section 501(c)(29) qualified nonprofit health insurance issuers.
a
Is the organization licensed to issue qualified health plans in more than one state?
Note. All 501(c)(29) organizations must list in Schedule O each state in which they are licensed to issue qualified health plans, the amount of reserves required by each state, and the amount of reserves the organization allocated to each state.
13a
 
 
b
Enter the aggregate amount of reserves the organization is required to maintain by the states in which the organization is licensed to issue qualified health plans.
13b
 
c
Enter the aggregate amount of reserves on hand.
13c
 
14a
Did the organization receive any payments for indoor tanning services during the tax year?.....
14a
 
 
b
If "Yes," has it filed a Form 720 to report these payments? If “No,” provide an explanation in Schedule O..
14b
 
 
Form 990 (2010)
Form 990 (2010)
Page 6
Part VI
Governance, Management, and Disclosure For each “Yes” response to lines 2 through 7b below, and for a “No” response to lines 8a, 8b, or 10b below, describe the circumstances, processes, or changes in Schedule O. See instructions.
Check if Schedule O contains a response to any question in this Part VI . . . . . . . . . .
Section A. Governing Body and Management
Yes
No
1a
Enter the number of voting members of the governing body at the end of the tax year ..............
1a
101
b
Enter the number of voting members included in line 1a, above, who are independent .................
1b
100
2
Did any officer, director, trustee, or key employee have a family relationship or a business relationship with any other officer, director, trustee, or key employee? .................
2
 
No
3
Did the organization delegate control over management duties customarily performed by or under the direct supervision of officers, directors or trustees, or key employees to a management company or other person? ..
3
 
No
4
Did the organization make any significant changes to its governing documents since the prior Form 990 was filed?
4
 
No
5
Did the organization become aware during the year of a significant diversion of the organization’s assets? .
5
 
No
6
Does the organization have members or stockholders? ................
6
 
No
7a
Does the organization have members, stockholders, or other persons who may elect one or more members of the governing body? .........................
7a
 
No
b
Are any decisions of the governing body subject to approval by members, stockholders, or other persons? ..
7b
 
No
8
Did the organization contemporaneously document the meetings held or written actions undertaken during the year by the following:
a
The governing body? .........................
8a
Yes
 
b
Each committee with authority to act on behalf of the governing body? ............
8b
Yes
 
9
Is there any officer, director, trustee, or key employee listed in Part VII, Section A, who cannot be reached at the organization’s mailing address? If “Yes,” provide the names and addresses in Schedule O .....
9
 
No
Section B. Policies (This Section B requests information about policies not required by the Internal
Revenue Code.)
Yes
No
10a
Does the organization have local chapters, branches, or affiliates? ............
10a
 
No
b
If “Yes,” does the organization have written policies and procedures governing the activities of such chapters, affiliates, and branches to ensure their operations are consistent with those of the organization? ....
10b
 
 
11a
Has the organization provided a copy of this Form 990 to all members of its governing body before filing the form?
11a
 
No
b
Describe in Schedule O the process, if any, used by the organization to review the Form 990. .....
12a
Does the organization have a written conflict of interest policy? If “No,” go to line 13.......
12a
Yes
 
b
Are officers, directors or trustees, and key employees required to disclose annually interests that could give rise to conflicts? ...........................
12b
Yes
 
c
Does the organization regularly and consistently monitor and enforce compliance with the policy? If “Yes,” describe in Schedule O how this is done ....................
12c
Yes
 
13
Does the organization have a written whistleblower policy? ...............
13
Yes
 
14
Does the organization have a written document retention and destruction policy? .........
14
Yes
 
15
Did the process for determining compensation of the following persons include a review and approval by independent persons, comparability data, and contemporaneous substantiation of the deliberation and decision?
a
The organization’s CEO, Executive Director, or top management official ...........
15a
Yes
 
b
Other officers or key employees of the organization ................
15b
Yes
 
If "Yes" to line a or b, describe the process in Schedule O. (See instructions.)
16a
Did the organization invest in, contribute assets to, or participate in a joint venture or similar arrangement with a taxable entity during the year? ......................
16a
 
No
b
If “Yes,” has the organization adopted a written policy or procedure requiring the organization to evaluate its participation in joint venture arrangements under applicable federal tax law, and taken steps to safeguard the organization’s exempt status with respect to such arrangements? ............
16b
 
 
Section C. Disclosure
17
List the States with which a copy of this Form 990 is required to be filedMediumBullet
AL , AK , AZ , AR , CA , CO , CT , FL , GA , IL , KS , KY , ME , MD , MA , MI , MN , MS , MO , NH , NJ , NM , NY , NC , ND , OH , OK , OR , PA , RI , SC , TN , UT , VA , WA , WV , WI
18
Section 6104 requires an organization to make its Form 1023 (or 1024 if applicable), 990, and 990-T (501(c)(3)s only) available for public inspection. Indicate how you make these available. Check all that apply.
19
Describe in Schedule O whether (and if so, how), the organization makes its governing documents, conflict of interest policy, and financial statements available to the public.
20
State the name, physical address, and telephone number of the person who possesses the books and records of the organization: MediumBullet
KENNETH M KROLL SVP CONTROLLER
815 SECOND AVENUE 9TH FLOOR
NEW YORK,NY10017
(212) 984-1946
Form 990 (2010)
Form 990 (2010)
Page 7
Part VII
Compensation of Officers, Directors,Trustees, Key Employees, Highest Compensated Employees, and Independent Contractors
Check if Schedule O contains a response to any question in this Part VII . . . . . . . . . .
Section A. Officers, Directors, Trustees, Key Employees, and Highest Compensated Employees
1a Complete this table for all persons required to be listed. Report compensation for the calendar year ending with or within the organization’s tax year.
RoundBullet List all of the organization’s current officers, directors, trustees (whether individuals or organizations), regardless of amount
of compensation, and current key employees. Enter -0- in columns (D), (E), and (F) if no compensation was paid.

RoundBullet List all of the organization’s current key employees, if any. See instructions for definition of "key employee."
RoundBullet List the organization’s five current highest compensated employees (other than an officer, director, trustee or key employee)
who received reportable compensation (Box 5 of Form W-2 and/or Box 7 of Form 1099-MISC) of more than $100,000 from the
organization and any related organizations.

RoundBullet List all of the organization’s former officers, key employees, or highest compensated employees who received more than $100,000
of reportable compensation from the organization and any related organizations.

RoundBullet List all of the organization’s former directors or trustees that received, in the capacity as a former director or trustee of the
organization, more than $10,000 of reportable compensation from the organization and any related organizations.

List persons in the following order: individual trustees or directors; institutional trustees; officers; key employees; highest
compensated employees; and former such persons.
Check this box if neither the organization nor any related organizations compensated any current or former officer, director, or trustee.
(A)
Name and Title 		(B)
Average hours per week (describe hours for related organizations in Schedule O) 		(C)
Position (check all that apply) 		(D)
Reportable compensation from the organization (W- 2/1099-MISC) 		(E)
Reportable compensation from related organizations (W- 2/1099-MISC) 		(F)
Estimated amount of other compensation from the organization and related organizations
Individual Trustee or Director; Institutional Trustee; Officer; Key Employee; Highest compensated employee; Former;
(1) PEGGY CONLON
PRESIDENT AND CEO
 35.00 X   X       762,886 0 199,264
(2) TIM ARMSTRONG
CHAIR
 2.00 X   X       0 0 0
(3) BRIAN PERKINS
IMMEDIATE PAST CHAIR
 2.00 X   X       0 0 0
(4) ANDREW ROBERTSON
VICE CHAIR
 2.00 X   X       0 0 0
(5) MARC PRITCHARD
VICE CHAIR
 2.00 X   X       0 0 0
(6) NANCY HILL
SECRETARY
 2.00 X   X       0 0 0
(7) JAMES W BARGE
CHAIR FINANCE COMMITTEE
 2.00 X   X       0 0 0
(8) BILL ABBOTT
DIRECTOR
 1.00 X           0 0 0
(9) MARK ADDICKS
DIRECTOR
 1.00 X           0 0 0
(10) A SALMAN AMIN
DIRECTOR
 1.00 X           0 0 0
(11) ADAM BAIN
DIRECTOR
 1.00 X           0 0 0
(12) MARK BAYNES
DIRECTOR
 1.00 X           0 0 0
(13) KATHLEEN BEHRENS
DIRECTOR
 1.00 X           0 0 0
(14) TOM BERNARDIN
DIRECTOR
 1.00 X           0 0 0
(15) JONATHAN BLUM
DIRECTOR
 1.00 X           0 0 0
(16) GEORGE BODENHEIMER
DIRECTOR
 1.00 X           0 0 0
(17) NICK BRIEN
DIRECTOR
 1.00 X           0 0 0
Form 990 (2010)
Form 990 (2010)
Page 8
Part VII
Section A. Officers, Directors, Trustees, Key Employees, and Highest Compensated Employees (continued)
(A)
Name and Title 		(B)
Average hours per week (describe hours for related organizations in Schedule O) 		(C)
Position (check all that apply) 		(D)
Reportable compensation from the organization (W- 2/1099-MISC) 		(E)
Reportable compensation from related organizations (W- 2/1099-MISC) 		(F)
Estimated amount of other compensation from the organization and related organizations
Individual Trustee or Director; Institutional Trustee; Officer; Key Employee; Highest compensated employee; Former;
(18) LEE BROWN
DIRECTOR
 1.00 X           0 0 0
(19) CHUCK BRYMER
DIRECTOR
 1.00 X           0 0 0
(20) CHRISTA CARONE
DIRECTOR
 1.00 X           0 0 0
(21) THOMAS CARROLL
DIRECTOR
 1.00 X           0 0 0
(22) DAVID CHRISTOPHER
DIRECTOR
 1.00 X           0 0 0
(23) MICHAEL CLINTON
DIRECTOR
 1.00 X           0 0 0
(24) LISA COCHRANE
DIRECTOR
 1.00 X           0 0 0
(25) DEBORAH CONRAD
DIRECTOR
 1.00 X           0 0 0
(26) LAURA CORB
DIRECTOR
 1.00 X           0 0 0
(27) SEAN CUNNINGHAM
DIRECTOR
 1.00 X           0 0 0
(28) JAMES EDMUND DATRI
DIRECTOR
 1.00 X           0 0 0
(29) MAINARDO DE NARDIS
DIRECTOR
 1.00 X           0 0 0
(30) LAURA DESMOND
DIRECTOR
 1.00 X           0 0 0
(31) LISA DOLLINGER
DIRECTOR
 1.00 X           0 0 0
(32) HOWARD DRAFT
DIRECTOR
 1.00 X           0 0 0
(33) DAVID EASTMAN
DIRECTOR
 1.00 X           0 0 0
(34) RICHARD EDELMAN
DIRECTOR
 1.00 X           0 0 0
(35) RICH EIGENDORFF
DIRECTOR
 1.00 X           0 0 0
(36) GARY ELLIOT
DIRECTOR
 1.00 X           0 0 0
(37) ANDREW ENGLAND
DIRECTOR
 1.00 X           0 0 0
(38) JEFFREY FARIN
DIRECTOR
 1.00 X           0 0 0
(39) DAVID FIELD
DIRECTOR
 1.00 X           0 0 0
(40) ANNE FINUCANE
DIRECTOR
 1.00 X           0 0 0
(41) DAVID FISCHER
DIRECTOR
 1.00 X           0 0 0
(42) NANCY FLETCHER
DIRECTOR
 1.00 X           0 0 0
(43) MARIA LUISA FRANCOLI
DIRECTOR
 1.00 X           0 0 0
(44) ALFREDO GANGOTENA
DIRECTOR
 1.00 X           0 0 0
(45) MARK GIBSON
DIRECTOR
 1.00 X           0 0 0
(46) NEIL GOLDEN
DIRECTOR
 1.00 X           0 0 0
(47) BOB GREENBERG
DIRECTOR
 1.00 X           0 0 0
(48) JACK HABER
DIRECTOR
 1.00 X           0 0 0
(49) BILL HAGELSTEIN
DIRECTOR
 1.00 X           0 0 0
(50) JEFF HALEY
DIRECTOR
 1.00 X           0 0 0
(51) BONNIE HAMMER
DIRECTOR
 1.00 X           0 0 0
(52) BRIAN HANSBERRY
DIRECTOR
 1.00 X           0 0 0
(53) DAVID HASLINGDEN
DIRECTOR
 1.00 X           0 0 0
(54) JAMES HEEKIN
DIRECTOR
 1.00 X           0 0 0
(55) SCOTT HERMAN
DIRECTOR
 1.00 X           0 0 0
(56) DAVID HUNKE
DIRECTOR
 1.00 X           0 0 0
(57) JOHN INGERSOLL
DIRECTOR
 1.00 X           0 0 0
(58) DAVID JONES
DIRECTOR
 1.00 X           0 0 0
(59) MICHAEL KELLY
DIRECTOR
 1.00 X           0 0 0
(60) DEBRA KING
DIRECTOR
 1.00 X           0 0 0
(61) LAURA KLAUBERG
DIRECTOR
 1.00 X           0 0 0
(62) PETER KRIVKOVICH
DIRECTOR
 1.00 X           0 0 0
(63) STEPHEN LACY
DIRECTOR
 1.00 X           0 0 0
(64) STEVE LANZANO
DIRECTOR
 1.00 X           0 0 0
(65) DEBRA LEE
DIRECTOR
 1.00 X           0 0 0
(66) DAVID LEVY
DIRECTOR
 1.00 X           0 0 0
(67) ANN LEWNES
DIRECTOR
 1.00 X           0 0 0
(68) MAUREEN LINDER
DIRECTOR
 1.00 X           0 0 0
(69) NINA LINK
DIRECTOR
 1.00 X           0 0 0
(70) ROBERT LIODICE
DIRECTOR
 1.00 X           0 0 0
(71) ANTONIO LUCIO
DIRECTOR
 1.00 X           0 0 0
(72) BILL LUDWIG
DIRECTOR
 1.00 X           0 0 0
(73) ALAN MARKS
DIRECTOR
 1.00 X           0 0 0
(74) ROB MASTER
DIRECTOR
 1.00 X           0 0 0
(75) PETER MCDONOUGH
DIRECTOR
 1.00 X           0 0 0
(76) CHARLOTTE MCKINES
DIRECTOR
 1.00 X           0 0 0
(77) HAMISH MCLENNAN
DIRECTOR
 1.00 X           0 0 0
(78) KYLE MCSLARROW
DIRECTOR
 1.00 X           0 0 0
(79) MICHAEL MENDENHALL
DIRECTOR
 1.00 X           0 0 0
(80) CHRISTOPHER MOLONEY
DIRECTOR
 1.00 X           0 0 0
(81) NIGEL MORRIS
DIRECTOR
 1.00 X           0 0 0
(82) STEPHEN MOSKO
DIRECTOR
 1.00 X           0 0 0
(83) MIKE MURPHY
DIRECTOR
 1.00 X           0 0 0
(84) ERIN NELSON
DIRECTOR
 1.00 X           0 0 0
(85) ROB NORMAN
DIRECTOR
 1.00 X           0 0 0
(86) BILL OGLE
DIRECTOR
 1.00 X           0 0 0
(87) ANTHONY PALMER
DIRECTOR
 1.00 X           0 0 0
(88) WILLIAM PEARCE
DIRECTOR
 1.00 X           0 0 0
(89) STEVE PHELPS
DIRECTOR
 1.00 X           0 0 0
(90) STEPHEN QUINN
DIRECTOR
 1.00 X           0 0 0
(91) KAREN QUINTOS
DIRECTOR
 1.00 X           0 0 0
(92) SCOTT REMY
DIRECTOR
 1.00 X           0 0 0
(93) SYLVIA REYNOLDS
DIRECTOR
 1.00 X           0 0 0
(94) DESIREE ROGERS
DIRECTOR
 1.00 X           0 0 0
(95) MICHAEL I ROTH
DIRECTOR
 1.00 X           0 0 0
(96) RANDALL ROTHENBERG
DIRECTOR
 1.00 X           0 0 0
(97) JOHN SEIFERT
DIRECTOR
 1.00 X           0 0 0
(98) GORDON H SMITH
DIRECTOR
 1.00 X           0 0 0
(99) MOLLIE SPILMAN
DIRECTOR
 1.00 X           0 0 0
(100) JOHN STRATTON
DIRECTOR
 1.00 X           0 0 0
(101) BENJAMIN STUART
DIRECTOR
 1.00 X           0 0 0
(102) JOHN STURM
DIRECTOR
 1.00 X           0 0 0
(103) KRISTIN SUPPELSA
DIRECTOR
 1.00 X           0 0 0
(104) CHARLES THURSTON
DIRECTOR
 1.00 X           0 0 0
(105) KIMBERLY TILL
DIRECTOR
 1.00 X           0 0 0
(106) JOSEPH V TRIPODI
DIRECTOR
 1.00 X           0 0 0
(107) JEFFREY TUCKER
DIRECTOR
 1.00 X           0 0 0
(108) JOE UVA
DIRECTOR
 1.00 X           0 0 0
(109) MANNY VIDAL
DIRECTOR
 1.00 X           0 0 0
(110) ANTHONY VINCIQUERRA
DIRECTOR
 1.00 X           0 0 0
(111) CAROLE WALKER
DIRECTOR
 1.00 X           0 0 0
(112) BRIAN WALLACE
DIRECTOR
 1.00 X           0 0 0
(113) MARK WALLER
DIRECTOR
 1.00 X           0 0 0
(114) CONNIE WEAVER
DIRECTOR
 1.00 X           0 0 0
(115) RICHARD WERGAN
DIRECTOR
 1.00 X           0 0 0
(116) MARY BETH WEST
DIRECTOR
 1.00 X           0 0 0
(117) SUSAN WHITING
DIRECTOR
 1.00 X           0 0 0
(118) MICHELLE WILSON
DIRECTOR
 1.00 X           0 0 0
(119) BILL WISE
DIRECTOR
 1.00 X           0 0 0
(120) DENNIS WOODSIDE
DIRECTOR
 1.00 X           0 0 0
(121) MARK YOUNG
DIRECTOR
 1.00 X           0 0 0
(122) DAVID ZASLAV
DIRECTOR
 1.00 X           0 0 0
(123) PETER ZILLIG
DIRECTOR
 1.00 X           0 0 0
(124) JONATHAN FISH
EXECUTIVE VP AND CFO
 35.00     X       311,149 0 105,416
(125) BARBARA LESHINKSY
EXECUTIVE VP
 35.00       X     311,352 0 116,579
(126) PRISCILLA NATKINS
EXECUTIVE VP
 35.00       X     311,947 0 109,510
(127) PAULA VEALE
EXECUTIVE VP
 35.00       X     275,159 0 86,055
(128) HEIDI ARTHUR
SENIOR VP
 35.00       X     206,164 0 15,317
(129) KATHLEEN CROSBY
SENIOR VP
 35.00       X     190,111 0 22,018
(130) KENNETH KROLL
SENIOR VP
 35.00       X     174,340 0 23,764
(131) JENNIFER MAMLET
SENIOR VP
 35.00       X     173,276 0 36,205
(132) REGINA BRADLEY
SENIOR VP
 35.00       X     152,522 0 29,023
(133) BARBARA SHIMAITIS
SENIOR VP
 35.00         X   166,980 0 31,968
(134) DANIELLE LINET
SENIOR VP
 35.00         X   152,816 0 26,301
(135) JAMES BAUMANN
SENIOR VP
 35.00         X   133,264 0 40,141
(136) KATE EMANUEL
SENIOR VP
 35.00         X   148,978 0 28,740
(137) ANTHONY FOLENO
SENIOR VP
 35.00         X   146,212 0 19,163
1b Sub-Total................MediumBullet
c Total from continuation sheets to Part VII, Section A....MediumBullet
d Total (add lines 1b and 1c)............MediumBullet 3,617,156 0 889,464
2
Total number of individuals (including but not limited to those listed above) who received more than $100,000 in reportable compensation from the organizationMediumBullet22
Yes
No
3
Did the organization list any former officer, director or trustee, key employee, or highest compensated employee on line 1a? If “Yes,” complete Schedule J for such individual .............
3
 
No
4
For any individual listed on line 1a, is the sum of reportable compensation and other compensation from the organization and related organizations greater than $150,000? If “Yes,” complete Schedule J for such individual...........................
4
Yes
 
5
Did any person listed on line 1a receive or accrue compensation from any unrelated organization or individual for services rendered to the organization? If “Yes,” complete Schedule J for such person .....
5
 
No
Section B. Independent Contractors
1
Complete this table for your five highest compensated independent contractors that received more than $100,000 of compensation from the organization.
(A)
Name and business address 		(B)
Description of services 		(C)
Compensation
CIRCLE GRAPHICS LLC
120 9TH AVENUE
LONGMONT,CO80501 		DIGITAL PRINTING - BILLBOARD 2,364,276
CUTWATER ADVERTISING INC
55 UNION STREET
SAN FRANSISCO,CA94111 		AD AGENCY PRODUCTION SERVICES 801,530
TURBINE BOOST INC
175 RENELL DRIVE
SOUTHPORT,CT06890 		AD AGENCY PRODUCTION SERVICES 738,869
HOME FRONT COMMUNICATIONS
1121 14TH STREET NW 5TH FLOOR
WASHINGTON,DC20005 		BROADCAST TV RADIO MEDIA TOURS 730,042
PUBLICIS
13935 COLLECTIONS CTR DR
CHICAGO,IL60693 		AD AGENCY PRODUCTION SERVICES 594,258
2
Total number of independent contractors (including but not limited to those listed above) who received more than $100,000 in compensation from the organization MediumBullet56
Form 990 (2010)
Form 990 (2010)
Page 9
Part VIII
Statement of Revenue
(A)
Total revenue 		(B)
Related or
exempt
function
revenue 		(C)
Unrelated
business
revenue 		(D)
Revenue
excluded from
tax under sections
512, 513, or 514
Contributions, gifts, grants and other similar amounts 1a Federated campaigns..1a  
b Membership dues....1b  
c Fundraising events....1c 2,964,983
d Related organizations...1d  
e Government grants (contributions)1e  
f All other contributions, gifts, grants, and
similar amounts not included above1f 		6,450,062
g Noncash contributions included in lines 1a-1f:$  
h Total. Add lines 1a-1f.......MediumBullet 9,415,045
Program Service Revenue Business Code
2a PUBLIC SERVICE CAMPAIG 900,099 31,387,464 31,387,464    
b OTHER PROGRAM FEES 900,099 2,500 2,500    
c
d
e
f All other program service revenue .        
g Total. Add lines 2a–2f........MediumBullet 31,389,964
Other Revenue 3 Investment income (including dividends, interest
and other similar amounts).....MediumBullet 305,133     305,133
4 Income from investment of tax-exempt bond proceeds..MediumBullet        
5 Royalties............MediumBullet        
(i) Real (ii) Personal
6a Gross Rents    
b Less: rental expenses    
c Rental income or (loss)    
d Net rental income or (loss).......MediumBullet        
(i) Securities (ii) Other
7a Gross amount from sales of assets other than inventory 8,524,676  
b Less: cost or other basis and sales expenses 8,992,916  
c Gain or (loss) -468,240  
d Net gain or (loss)..........MediumBullet -468,240     -468,240
8a Gross income from fundraising events (not including
$ 2,964,983
of contributions reported on line 1c). See Part IV, line 18 ...
a 265,000
b Less: direct expenses ...b 398,440
c Net income or (loss) from fundraising events..MediumBullet -133,440   -133,440
9a Gross income from gaming activities.
See Part IV, line 19 ...
a  
b Less: direct expenses ...b  
c Net income or (loss) from gaming activities...MediumBullet        
10a Gross sales of inventory, less
returns and allowances .
a  
b Less: cost of goods sold ..b  
c Net income or (loss) from sales of inventory..MediumBullet        
Miscellaneous Revenue Business Code
11a            
b            
c            
d All other revenue ....        
e Total. Add lines 11a–11d ......MediumBullet  
12 Total revenue. See Instructions....MediumBullet 40,508,462 31,389,964 0 -296,547
Form 990 (2010)
Form 990 (2010)
Page 10
Part IX
Statement of Functional Expenses
Section 501(c)(3) and 501(c)(4) organizations must complete all columns. All other organizations must complete column (A) but are not required to complete columns (B), (C), and (D).
Do not include amounts reported on lines 6b,
7b, 8b, 9b, and 10b of Part VIII. 		(A)
Total expenses 		(B)
Program service expenses 		(C)
Management and general expenses 		(D)
Fundraising expenses
1 Grants and other assistance to governments and organizations in the U.S. See Part IV, line 21    
2 Grants and other assistance to individuals in the U.S. See Part IV, line 22    
3 Grants and other assistance to governments, organizations, and individuals outside the U.S. See Part IV, lines 15 and 16    
4 Benefits paid to or for members    
5 Compensation of current officers, directors, trustees, and key employees .... 3,610,602 995,474 1,653,538 961,590
6 Compensation not included above, to disqualified persons (as defined under section 4958(f)(1)) and persons described in section 4958(c)(3)(B) ....        
7 Other salaries and wages 6,914,165 6,007,714 540,681 365,770
8 Pension plan contributions (include section 401(k) and section 403(b) employer contributions) .... 518,814 338,530 170,715 9,569
9 Other employee benefits ....... 770,765 558,397 195,913 16,455
10 Payroll taxes ........... 580,776 399,589 139,111 42,076
11 Fees for services (non-employees):        
a Management ......        
b Legal ......... 119,566   119,566  
c Accounting ........... 167,367   167,367  
d Lobbying ...........        
e Professional fundraising. See Part IV, line 17.. 32,000 32,000
f Investment management fees ...... 30,000   30,000  
g Other .......... 69,348 1,900 67,448  
12 Advertising and promotion .... 1,942 144 1,798  
13 Office expenses ....... 230,461 50,570 176,538 3,353
14 Information technology ...... 762,002 150,230 611,772  
15 Royalties ..        
16 Occupancy ........... 1,234,004 942,965 232,831 58,208
17 Travel ............ 233,357 149,079 52,970 31,308
18 Payments of travel or entertainment expenses for any federal, state, or local public officials ......        
19 Conferences, conventions, and meetings .... 93,027 57,055 17,598 18,374
20 Interest ........... 34,296   34,296  
21 Payments to affiliates .......        
22 Depreciation, depletion, and amortization ..... 595,826   595,826  
23 Insurance .............. 54,554   54,554  
24 Other expenses. Itemize expenses not covered above. (Expenses grouped together and labeled miscellaneous may not exceed 5% of total expenses shown on line 25 below.)
a PRODUCTION AND DISTRIBU 20,823,699 20,823,699    
b CAMPAIGN OUTREACH 165,342 165,342    
c TEMP HELP 165,330 80,163 50,489 34,678
d OTHER EXPENSES 159,304 97,558 60,888 858
e
f All other expenses        
25 Total functional expenses. Add lines 1 through 24f 37,366,547 30,818,409 4,973,899 1,574,239
26 Joint costs. Check here MediumBullet if following
SOP 98-2 (ASC 958-720). Complete this line only if the organization reported in column (B) joint costs from a combined educational campaign and fundraising solicitation 		       
Form 990 (2010)
Form 990 (2010)
Page 11
Part X Balance Sheet
(A)
Beginning of year 		(B)
End of year
Assets 1 Cash—non-interest-bearing .......... 1,000 1 1,000
2 Savings and temporary cash investments ....... 3,838,612 2 4,522,388
3 Pledges and grants receivable, net ......... 1,584,275 3 1,655,600
4 Accounts receivable, net ......... 9,170,359 4 10,705,028
5 Receivables from current and former officers, directors, trustees, key employees, and highest compensated employees. Complete Part II of
Schedule L ..........   5  
6 Receivables from other disqualified persons (as defined under section 4958(f)(1)) and persons described in section 4958(c)(3)(B). Complete Part II of
Schedule L ..........   6  
7 Notes and loans receivable, net .............   7  
8 Inventories for sale or use ..............   8  
9 Prepaid expenses and deferred charges ............ 258,947 9 620,755
10a Land, buildings, and equipment: cost or other basis. Complete Part VI of Schedule D 10a 6,582,985
b Less: accumulated depreciation. ..... 10b 3,706,344 3,302,434 10c 2,876,641
11 Investments—publicly traded securities .......... 9,724,545 11 11,457,426
12 Investments—other securities. See Part IV, line 11 ......   12  
13 Investments—program-related. See Part IV, line 11 ..   13  
14 Intangible assets .........   14  
15 Other assets. See Part IV, line 11 ...........   15  
16 Total assets. Add lines 1 through 15 (must equal line 34)... 27,880,172 16 31,838,838
Liabilities 17 Accounts payable and accrued expenses . 5,080,952 17 6,346,993
18 Grants payable ..........   18  
19 Deferred revenue .......... 2,902,341 19 1,408,935
20 Tax-exempt bond liabilities ..........   20  
21 Escrow or custodial account liability. Complete Part IV of Schedule D..   21  
22 Payables to current and former officers, directors, trustees, key
employees, highest compensated employees, and disqualified
persons. Complete Part II of Schedule L..........   22  
23 Secured mortgages and notes payable to unrelated third parties .. 1,100,000 23  
24 Unsecured notes and loans payable to unrelated third parties ....   24  
25 Other liabilities. Complete Part X of Schedule D..... 5,102,845 25 5,578,276
26 Total liabilities. Add lines 17 through 25..... 14,186,138 26 13,334,204
Net Assets or Fund Balance Organizations that follow SFAS 117, check here MediumBullet and complete lines 27 through 29, and lines 33 and 34.
27 Unrestricted net assets ..... 12,311,484 27 16,828,655
28 Temporarily restricted net assets ..... 1,382,550 28 1,675,979
29 Permanently restricted net assets .....   29  
Organizations that do not follow SFAS 117, check here MediumBullet and complete lines 30 through 34.
30 Capital stock or trust principal, or current funds .....   30  
31 Paid-in or capital surplus, or land, building or equipment fund .....   31  
32 Retained earnings, endowment, accumulated income, or other funds   32  
33 Total net assets or fund balances ..... 13,694,034 33 18,504,634
34 Total liabilities and net assets/fund balances ..... 27,880,172 34 31,838,838
Form 990 (2010)
Form 990 (2010)
Page 12
Part XI
Reconcilliation of Net Assets
Check if Schedule O contains a response to any question in this Part XI . . . . . . . . . .
1
Total revenue (must equal Part VIII, column (A), line 12) . . .
1
40,508,462
2
Total expenses (must equal Part IX, column (A), line 25) . . . . .
2
37,366,547
3
Revenue less expenses. Subtract line 2 from line 1 . . . .
3
3,141,915
4
Net assets or fund balances at beginning of year (must equal Part X, line 33, column (A)) . .
4
13,694,034
5
Other changes in net assets or fund balances (explain in Schedule O) . . . .
5
1,668,685
6
Net assets or fund balances at end of year. Combine lines 3, 4, and 5 (must equal Part X, line 33, column (B)) . . . . . .
6
18,504,634
Part XII
Financial Statements and Reporting
Check if Schedule O contains a response to any question in this Part XII . . . . . . . . . .
Yes
No
1
Accounting method used to prepare the Form 990:  
If the organization changed its method of accounting from a prior year or checked "Other," explain in
Schedule O.
2a
Were the organization’s financial statements compiled or reviewed by an independent accountant?..
2a
 
No
b
Were the organization’s financial statements audited by an independent accountant?........
2b
Yes
 
c
If “Yes,” to 2a or 2b, does the organization have a committee that assumes responsibility for oversight of the audit, review, or compilation of its financial statements and selection of an independent accountant?
If the organization changed either its oversight process or selection process during the tax year, explain in Schedule O............................
2c
Yes
 
d
If “Yes” to line 2a or 2b, check a box below to indicate whether the financial statements for the year were issued on a separate basis, consolidated basis, or both:
3a
As a result of a federal award, was the organization required to undergo an audit or audits as set forth in the Single Audit Act and OMB Circular A-133? ................
3a
Yes
 
b
If “Yes,” did the organization undergo the required audit or audits? If the organization did not undergo the required audit or audits, explain why in Schedule O and describe any steps taken to undergo such audits. ..
3b
Yes
 
Form 990 (2010)
Additional Data


Software ID:  
Software Version:  
Form 990, Special Condition Description:
Special Condition Description
SCHEDULE A
(Form 990 or 990EZ)

Department of the Treasury
Internal Revenue Service
Public Charity Status and Public Support

Complete if the organization is a section 501(c)(3) organization or a section
4947(a)(1) nonexempt charitable trust.
right arrow Attach to Form 990 or Form 990-EZ. right arrow See separate instructions.
OMB No. 1545-0047
2010
Open to Public
Inspection
Name of the organization
THE ADVERTISING COUNCIL INC
 
Employer identification number

13-0417693
Part I
Reason for Public Charity Status (All organizations must complete this part.) See instructions
The organization is not a private foundation because it is: (For lines 1 through 11, check only one box.)
1
2
3
4
5
section 170(b)(1)(A)(iv). (Complete Part II.)
6
7
8
9
receipts from activities related to its exempt functions—subject to certain exceptions, and (2) no more than 331/3% of
its support from gross investment income and unrelated business taxable income (less section 511 tax) from businesses
acquired by the organization after June 30, 1975. See section 509(a)(2). (Complete Part III.)
10
11
e
f
g
(i) a person who directly or indirectly controls, either alone or together with persons described in (ii)
Yes
No
and (iii) below, the governing body of the the supported organization? ................
11g(i)
 
 
(ii) a family member of a person described in (i) above? ......................
11g(ii)
 
 
(iii) a 35% controlled entity of a person described in (i) or (ii) above? ................
11g(iii)
 
 
h
(i)
Name of supported organization 		(ii)
EIN 		(iii)
Type of organization (described on lines 1- 9 above or IRC section (see instructions)) 		(iv)
Is the organization in col. (i) listed in your governing document? 		(v)
Did you notify the organization in col. (i) of your support? 		(vi)
Is the organization in col. (i) organized in the U.S.? 		(vii)
Amount of support?
Yes No Yes No Yes No
Total                  

For Paperwork Reduction Act Notice, see the Instructions for Form 990.
Cat. No. 11285F
Schedule A (Form 990 or 990-EZ) 2010
Schedule A (Form 990 or 990-EZ) 2010
Page 2
Part II
Support Schedule for Organizations Described in IRC 170(b)(1)(A)(iv) and 170(b)(1)(A)(vi)
(Complete only if you checked the box on line 5, 7, or 8 of Part I or if the organization failed to qualify under Part III. If the organization fails to qualify under the tests listed below, please complete Part III.)
Section A. Public Support
Calendar year(or fiscal year beginning in) (a) 2006 (b) 2007 (c) 2008 (d) 2009 (e) 2010 (f) Total
1 Gifts, grants, contributions, and membership fees received. (Do not include any "unusual grants.") ....            
2 Tax revenues levied for the organization's benefit and either paid to or expended on its behalf.......            
3 The value of services or facilities furnished by a governmental unit to the organization without charge..            
4 Total. Add lines 1 through 3..            
5 The portion of total contributions by each person (other than a governmental unit or publicly supported organization) included on line 1 that exceeds 2% of the amount shown on line 11, column (f)..            
6 Public Support. Subtract line 5 from line 4.            
Section B. Total Support
Calendar year(or fiscal year beginning in) (a) 2006 (b) 2007 (c) 2008 (d) 2009 (e) 2010 (f) Total
7 Amounts from line 4..            
8 Gross income from interest, dividends, payments received on securities loans, rents, royalties and income from similar sources..            
9 Net income from unrelated business activities, whether or not the business is regularly carried on..            
10 Other income. (Explain in Part IV.) Do not include gain or loss from the sale of capital assets..            
11 Total support (Add lines 7 through 10).            
12
12
 
13
Section C. Computation of Public Support Percentage
14
14
 
15
15
 
16a
b
17a
b
18
Schedule A (Form 990 or 990-EZ) 2010
Schedule A (Form 990 or 990-EZ) 2010
Page 3
Part III
Support Schedule for Organizations Described in IRC 509(a)(2)
(Complete only if you checked the box on line 9 of Part I or if the organization failed to qualify under Part II. If the organization fails to qualify under the tests listed below, please complete Part II.)
Section A. Public Support
Calendar year(or fiscal year beginning in) (a) 2006 (b) 2007 (c) 2008 (d) 2009 (e) 2010 (f) Total
1 Gifts, grants, contributions, and membership fees received. (Do not include any "unusual grants.") . 7,458,536 8,366,799 7,388,042 8,784,479 9,415,045 41,412,901
2 Gross receipts from admissions, merchandise sold or services performed, or facilities furnished in any activity that is related to the organization's tax-exempt purpose...... 30,796,779 26,658,564 33,620,431 31,269,874 31,654,964 154,000,612
3 Gross receipts from activities that are not an unrelated trade or business under section 513..            
4 Tax revenues levied for the organization's benefit and either paid to or expended on its behalf...            
5 The value of services or facilities furnished by a governmental unit to the organization without charge..            
6 Total. Add lines 1 through 5. 38,255,315 35,025,363 41,008,473 40,054,353 41,070,009 195,413,513
7a Amounts included on lines 1, 2, and 3 received from disqualified persons... 131,365 110,550 116,350 132,007 93,300 583,572
b Amounts included on lines 2 and 3 received from other than disqualified persons that exceed the greater of $5,000 or 1% of the amount on line 13 for the year. 16,079,410 11,706,388 14,841,288 12,262,580 14,390,436 69,280,102
c Add lines 7a and 7b.. 16,210,775 11,816,938 14,957,638 12,394,587 14,483,736 69,863,674
8 Public Support (Subtract line 7c from line 6.)           125,549,839
Section B. Total Support
Calendar year (or fiscal year beginning in) (a) 2006 (b) 2007 (c) 2008 (d) 2009 (e) 2010 (f) Total
9 Amounts from line 6... 38,255,315 35,025,363 41,008,473 40,054,353 41,070,009 195,413,513
10a Gross income from interest, dividends, payments received on securities loans, rents, royalties and income from similar sources.. 814,867 994,577 440,774 292,954 305,133 2,848,305
b Unrelated business taxable income (less section 511 taxes) from businesses acquired after June 30, 1975.            
c Add lines 10a and 10b. 814,867 994,577 440,774 292,954 305,133 2,848,305
11 Net income from unrelated business activities not included in line 10b, whether or not the business is regularly carried on.            
12 Other income. Do not include gain or loss from the sale of capital assets (Explain in Part IV.)   28,241       28,241
13 Total support (Add lines 9, 10c, 11 and 12.). 39,070,182 36,048,181 41,449,247 40,347,307 41,375,142 198,290,059
14
Section C. Computation of Public Support Percentage
15
15
63.320 %
16
16
62.440 %
Section D. Computation of Investment Income Percentage
17
17
1.440 %
18
18
1.520 %
19a
b
20
Schedule A (Form 990 or 990-EZ) 2010
Schedule A (Form 990 or 990-EZ) 2010
Page 4
Part IV
Supplemental Information. Supplemental Information. Complete this part to provide the explanation required by Part II, line 10; Part II, line 17a or 17b; or Part III, line 12. Also complete this part for any additional information. (See instructions).
Facts And Circumstances Test
 
Explanation
SCHEDULE A, PART II, LINE 12, EXPLANATION OF OTHER INCOME: OTHER INCOME - $28,241
 
 
 
Schedule A (Form 990 or 990-EZ) 2010

Additional Data


Software ID:  
Software Version:  
Schedule B
(Form 990, 990-EZ,
or 990-PF)
Department of the Treasury
Internal Revenue Service
Schedule of Contributors
Arrow Bullet Attach to Form 990, 990-EZ, or 990-PF.
OMB No. 1545-0047
2010
Name of organization
THE ADVERTISING COUNCIL INC
 
Employer identification number

13-0417693
Organization type (check one):
Filers of:
Section:
Form 990 or 990-EZ





Form 990-PF




Check if your organization is covered by the General Rule or a Special Rule.  
Note. Only a section 501(c)(7), (8), or (10) organization can check boxes for both the General Rule and a Special Rule. See instructions.
General Rule—
Special Rules
......................... Arrow Bullet   $    
Caution. An Organization that is not covered by the General Rule and/or the Special Rules does not file Schedule B (Form 990,
990-EZ, or 990-PF), but it must answer “No” on Part IV, line 2 of its Form 990, or check the box in the heading of its
Form 990-EZ, or on line 2 of its Form 990-PF, to certify that it does not meet the filing requirements of Schedule B (Form 990,
990-EZ, or 990-PF).
For Paperwork Reduction Act Notice, see the Instructions
for Form 990, 990-EZ, or 990-PF.
Cat. No. 30613XSchedule B (Form 990, 990-EZ, or 990-PF) (2010)

Schedule B (Form 990, 990-EZ, or 990-PF) (2010)
Page 1 of 1 of Part I
Name of organization
THE ADVERTISING COUNCIL INC
  		Employer identification number

13-0417693
Part I
Contributors (see Instructions)
     
(a)
No.		 (b)
Name, address, and ZIP + 4		 (c)
Aggregate contributions		 (d)
Type of contribution
RESTRICTED
RESTRICTED
 

     
RESTRICTED
RESTRICTED  
RESTRICTED, RESTRICTED   RESTRICTED

$RESTRICTED




(Complete Part II if there is
a noncash contribution.)
(a)
No.		 (b)
Name, address, and ZIP + 4		 (c)
Aggregate contributions		 (d)
Type of contribution
 
 
 

     
 
   

$  




(Complete Part II if there is
a noncash contribution.)
(a)
No.		 (b)
Name, address, and ZIP + 4		 (c)
Aggregate contributions		 (d)
Type of contribution
 
 
 

     
 
   

$  




(Complete Part II if there is
a noncash contribution.)
(a)
No.		 (b)
Name, address, and ZIP + 4		 (c)
Aggregate contributions		 (d)
Type of contribution
 
 
 

     
 
   

$  




(Complete Part II if there is
a noncash contribution.)
(a)
No.		 (b)
Name, address, and ZIP + 4		 (c)
Aggregate contributions		 (d)
Type of contribution
 
 
 

     
 
   

$  




(Complete Part II if there is
a noncash contribution.)
(a)
No.		 (b)
Name, address, and ZIP + 4		 (c)
Aggregate contributions		 (d)
Type of contribution
 
 
 

     
 
   

$  




(Complete Part II if there is
a noncash contribution.)
Schedule B (Form 990, 990-EZ, or 990-PF) (2010)

Schedule B (Form 990, 990-EZ, or 990-PF) (2010)
Page 1 of 1 of Part II
Name of organization
THE ADVERTISING COUNCIL INC
  		Employer identification number

13-0417693
Part II
Noncash Property (see Instructions)
     
(a) No.
from
Part I		 (b)
Description of noncash property given		 (c)
FMV (or estimate)
(see instructions) 		(d)
Date received
 
$    
(a) No.
from
Part I		 (b)
Description of noncash property given		 (c)
FMV (or estimate)
(see instructions) 		(d)
Date received
 
$    
(a) No.
from
Part I		 (b)
Description of noncash property given		 (c)
FMV (or estimate)
(see instructions) 		(d)
Date received
 
$    
(a) No.
from
Part I		 (b)
Description of noncash property given		 (c)
FMV (or estimate)
(see instructions) 		(d)
Date received
 
$    
(a) No.
from
Part I		 (b)
Description of noncash property given		 (c)
FMV (or estimate)
(see instructions) 		(d)
Date received
 
$    
(a) No.
from
Part I		 (b)
Description of noncash property given		 (c)
FMV (or estimate)
(see instructions) 		(d)
Date received
 
$    
Schedule B (Form 990, 990-EZ, or 990-PF) (2010)

Schedule B (Form 990, 990-EZ, or 990-PF) (2010)
Page 1 of 1 of Part III
Name of organization
THE ADVERTISING COUNCIL INC
  		Employer identification number

13-0417693
Part III
Exclusively religious, charitable, etc., individual contributions to section 501(c)(7), (8), or (10) organizations
aggregating more than $1,000 for the year. (Complete columns (a) through (e) and the following line entry.)
For organizations completing Part III, enter the total of exclusively religious, charitable, etc.,
contributions of $1,000 or less for the year. (Enter this information once. See instructions.) Arrow Bullet $  
(a) No.
from
Part I		 (b)
Purpose of gift		 (c)
Use of gift		 (d)
Description of how gift is held
 
(e)
Transfer of gift
Transferee's name, address, and ZIP 4 Relationship of transferor to transferee
 
 
       
 
(a) No.
from
Part I		 (b)
Purpose of gift		 (c)
Use of gift		 (d)
Description of how gift is held
 
(e)
Transfer of gift
Transferee's name, address, and ZIP 4 Relationship of transferor to transferee
 
 
       
 
(a) No.
from
Part I		 (b)
Purpose of gift		 (c)
Use of gift		 (d)
Description of how gift is held
 
(e)
Transfer of gift
Transferee's name, address, and ZIP 4 Relationship of transferor to transferee
 
 
       
 
(a) No.
from
Part I		 (b)
Purpose of gift		 (c)
Use of gift		 (d)
Description of how gift is held
 
(e)
Transfer of gift
Transferee's name, address, and ZIP 4 Relationship of transferor to transferee
 
 
       
 
Schedule B (Form 990, 990-EZ, or 990-PF) (2010)

Additional Data


Software ID:  
Software Version:  
SCHEDULE D
(Form 990)
Department of the Treasury
Internal Revenue Service
Supplemental Financial Statements
SchDMd Bullet Complete if the organization answered "Yes," to Form 990,
Part IV, line 6, 7, 8, 9, 10, 11, or 12.
SchDMd Bullet Attach to Form 990. SchDMd Bullet See separate instructions.
OMB No. 1545-0047
2010
Open to Public Inspection
Name of the organization
THE ADVERTISING COUNCIL INC
 
Employer identification number

13-0417693
Part I
Organizations Maintaining Donor Advised Funds or Other Similar Funds or Accounts. Complete if the organization answered "Yes" to Form 990, Part IV, line 6.
(a) Donor advised funds (b) Funds and other accounts
1 Total number at end of year .......    
2 Aggregate contributions to (during year) ...    
3 Aggregate grants from (during year) ...    
4 Aggregate value at end of year .......    
5
Did the organization inform all donors and donor advisors in writing that the assets held in donor advised
funds are the organization's property, subject to the organization's exclusive legal control? ............
6
Did the organization inform all grantees, donors, and donor advisors in writing that grant funds may be
used only for charitable purposes and not for the benefit of the donor or donor advisor, or for any other purpose conferring impermissible private benefit. ...................................
Part II
Conservation Easements. Complete if the organization answered "Yes" to Form 990, Part IV, line 7.
1
Purpose(s) of conservation easements held by the organization (check all that apply).
2
Complete lines 2a–2d if the organization held a qualified conservation contribution in the form of a conservation easement on the last day of the tax year.
Held at the End of the Year
a Total number of conservation easements ....................... 2a  
b Total acreage restricted by conservation easements .................. 2b  
c Number of conservation easements on a certified historic structure included in (a) ..... 2c  
d Number of conservation easements included in (c) acquired after 8/17/06 ........ 2d  
3
Number of conservation easements modified, transferred, released, extinguished, or terminated by the organization during
the taxable year SchDMd Bullet  
4
Number of states where property subject to conservation easement is located SchDMd Bullet  
5
Does the organization have a written policy regarding the periodic monitoring, inspection, handling of violations, and
enforcement of the conservation easements it holds? .............................
6
Staff and volunteer hours devoted to monitoring, inspecting and enforcing conservation easements during the year SchDMd Bullet  
7
Amount of expenses incurred in monitoring, inspecting, and enforcing conservation easements during the year SchDMd Bullet $  
8
Does each conservation easement reported on line 2(d) above satisfy the requirements of section
170(h)(4)(B)(i) and 170(h)(4)(B)(ii)? ....................................
9
In Part XIV, describe how the organization reports conservation easements in its revenue and expense statement, and
balance sheet, and include, if applicable, the text of the footnote to the organization’s financial statements that describes
the organization’s accounting for conservation easements.
Part III
Organizations Maintaining Collections of Art, Historical Treasures, or Other Similar Assets.
Complete if the organization answered "Yes" to Form 990, Part IV, line 8.
1a
If the organization elected, as permitted under SFAS 116, not to report in its revenue statement and balance sheet works of
art, historical treasures, or other similar assets held for public exhibition, education or research in furtherance of public service,
provide, in Part XIV, the text of the footnote to its financial statements that describes these items.
b
If the organization elected, as permitted under SFAS 116, to report in its revenue statement and balance sheet works of art,
historical treasures, or other similar assets held for public exhibition, education, or research in furtherance of public service,
provide the following amounts relating to these items:
(i)
Revenues included in Form 990, Part VIII, line 1 ........................SchDMd Bullet $  
(ii)
Assets included in Form 990, Part X ..............................SchDMd Bullet $  
2
If the organization received or held works of art, historical treasures, or other similar assets for financial gain, provide the
following amounts required to be reported under SFAS 116 relating to these items:
a
Revenues included in Form 990, Part VIII, line 1 ..........................SchDMd Bullet $  
b
Assets included in Form 990, Part X ...............................SchDMd Bullet $  
For Privacy Act and Paperwork Reduction Act Notice, see the Intructions for Form 990
Cat. No. 52283D
Schedule D (Form 990) 2010

Schedule D (Form 990) 2010
Page 2
Part III
Organizations Maintaining Collections of Art, Historical Treasures, or Other Similar Assets (continued)
3
Using the organization’s accession and other records, check any of the following that are a significant use of its collection
items (check all that apply):
a
d
b
e
 
c
4
Provide a description of the organization’s collections and explain how they further the organization’s exempt purpose in
Part XIV.
5
During the year, did the organization solicit or receive donations of art, historical treasures or other similar
assets to be sold to raise funds rather than to be maintained as part of the organization’s collection?........
Part IV
Escrow and Custodial Arrangements. Complete if the organization answered "Yes" to Form 990,
Part IV, line 9, or reported an amount on Form 990, Part X, line 21.
1a
Is the organization an agent, trustee, custodian or other intermediary for contributions or other assets not
included on Form 990, Part X? ....................................
b
If "Yes," explain the arrangement in Part XIV and complete the following table:
Amount
c Beginning balance ................................. 1c  
d Additions during the year .............................. 1d  
e Distributions during the year ............................. 1e  
f Ending balance ................................... 1f  
2a
Did the organization include an amount on Form 990, Part X, line 21? .....................
b
If “Yes,” explain the arrangement in Part XIV.
Part V
Endowment Funds. Complete if the organization answered "Yes" to Form 990, Part IV, line 10.
(a)Current Year (b)Prior Year (c)Two Years Back (d)Three Years Back (e)Four Years Back
1a Beginning of year balance ....      
b Contributions ........      
c Investment earnings or losses ...      
d Grants or scholarships .....      
e Other expenditures for facilities
and programs ........ 		     
f Administrative expenses ....      
g End of year balance ......      
2
Provide the estimated percentage of the year end balance held as:
a
Board designated or quasi-endowment: SchDMd Bullet  
b
Permanent endowment: SchDMd Bullet  
c
Term endowment: SchDMd Bullet  
3a
Are there endowment funds not in the possession of the organization that are held and administered for the
organization by:

Yes
No
(i) unrelated organizations ........................
3a(i)
 
 
(ii) related organizations ........................
3a(ii)
 
 
b
If "Yes" to 3a(ii), are the related organizations listed as required on Schedule R? .........
3b
 
 
4
Describe in Part XIV the intended uses of the organization's endowment funds.
Part VI
Investments—Land, Buildings, and Equipment. See Form 990, Part X, line 10.
Description of investment (a) Cost or other basis (investment) (b)Cost or other basis (other) (c) Accumulated depreciation (d) Book value
1a Land .................      
b Buildings ................        
c Leasehold improvements ............   3,276,492 885,628 2,390,864
d Equipment ................   2,056,264 1,867,362 188,902
e Other .................   1,250,229 953,354 296,875
Total. Add lines 1a-1e. (Column (d) should equal Form 990, Part X, column (B), line 10(c).)........SchDMdBullet 2,876,641
Schedule D (Form 990) 2010

Schedule D (Form 990) 2010
Page 3
Part VII
Investments—Other Securities. See Form 990, Part X, line 12.
(a) Description of security or category
(including name of security)		 (b)Book value (c) Method of valuation:
Cost or end-of-year market value
(1)Financial derivatives    
(2)Closely-held equity interests    
Other








Total. (Column (b) should equal Form 990, Part X, col.(B) line 12.)Small Bullet  
Part VIII
Investments—Program Related. See Form 990, Part X, line 13.
(a) Description of investment type (b) Book value (c) Method of valuation:
Cost or end-of-year market value








Total. (Column (b) should equal Form 990, Part X, col.(B) line 13.)Small Bullet  
Part IX
Other Assets. See Form 990, Part X, line 15.
(a) Description (b) Book value








Total. (Column (b) should equal Form 990, Part X, col.(B) line 15.)...........Small Bullet  
Part X
Other Liabilities. See Form 990, Part X, line 25.
1.(a) Description of Liability (b) Amount
Federal Income Taxes  
DEPOSITS FROM CAMPAIGN SPONSORS 805,831
ACCUMULATED POSTRETIREMENT BENEFIT OBLIGATION 284,005
DEFERRED COMPENSATION AND SERP 2,723,436
DEFERRED RENTAL OBLIGATIONS 1,765,004





Total. (Column (b) should equal Form 990, Part X, col.(B) line 25.)Small Bullet 5,578,276
2. Fin 48 (ASC 740) Footnote. In Part XIV, provide the text of the footnote to the organization's financial statements that reports the organization's liability for uncertain tax positions under FIN 48 (ASC740).
Schedule D (Form 990) 2010

Schedule D (Form 990) 2010
Page 4
Part XI Reconciliation of Change in Net Assets from Form 990 to Financial Statements
1 Total revenue (Form 990, Part VIII, column (A), line 12) .................... 1 40,508,462
2 Total expenses (Form 990, Part IX, column (A), line 25) ..................... 2 37,366,547
3 Excess or (deficit) for the year. Subtract line 2 from line 1 ............. 3 3,141,915
4 Net unrealized gains (losses) on investments .......................... 4 1,643,740
5 Donated services and use of facilities ............................. 5  
6 Investment expenses ................................... 6  
7 Prior period adjustments .................................. 7  
8 Other (Describe in Part XIV) ................................. 8 24,945
9 Total adjustments (net). Add lines 4 - 8 ............................. 9 1,668,685
10 Excess or (deficit) for the year per financial statements. Combine lines 3 and 9 ......... 10 4,810,600
Part XII Reconciliation of Revenue per Audited Financial Statements With Revenue per Return
1 Total revenue, gains, and other support per audited financial statements ....... 1 42,867,642
2 Amounts included on line 1 but not on Form 990, Part VIII, line 12:
a Net unrealized gains on investments .......... 2a 1,643,740
b Donated services and use of facilities ......... 2b 316,593
c Recoveries of prior year grants ........... 2c  
d Other (Describe in Part XIV): ............ 2d 398,847
e Add lines 2a through 2d ..................... 2e 2,359,180
3 Subtract line 2e from line 1..................... 3 40,508,462
4 Amounts included on Form 990, Part VIII, line 12, but not on line 1:
a Investment expenses not included on Form 990, Part VIII, line 7b . 4a  
b Other (Describe in Part XIV): ........... 4b  
c Add lines 4a and 4b....................... 4c 0
5 Total Revenue. Add lines 3 and 4c. (This should equal Form 990, Part I, line 12.) ...... 5 40,508,462
Part XIII Reconciliation of Expenses per Audited Financial Statements With Expenses per Return
1 Total expenses and losses per audited financial statements ............. 1 38,081,987
2 Amounts included on line 1 but not on Form 990, Part IX, line 25:
a Donated services and use of facilities .......... 2a 316,593
b Prior year adjustments .............. 2b  
c Other losses ................ 2c  
d Other (Describe in Part XIV): ............ 2d 398,847
e Add lines 2a through 2d...................... 2e 715,440
3 Subtract line 2e from line 1..................... 3 37,366,547
4 Amounts included on Form 990, Part IX, line 25, but not on line 1:
a Investment expenses not included on Form 990, Part VIII, line 7b .. 4a  
b Other (Describe in Part XIV): ............ 4b  
c Add lines 4a and 4b....................... 4c 0
5 Total expenses. Add lines 3 and 4c. (This should equal Form 990, Part I, line 18.) ...... 5 37,366,547
Part XIV
Supplemental Information
Complete this part to provide the descriptions required for Part II, lines 3, 5, and 9; Part III, lines 1a and 4; Part lV, lines 1b and 2b;
Part V, line 4; Part X; Part XI, line 8; Part XII, lines 2d and 4b; and Part XIII, lines 2d and 4b. Also complete this part to provide any additional information.
Identifier Return Reference Explanation
PART XI, LINE 8 - OTHER ADJUSTMENTS:   ACTUARIAL CHANGE IN POST RETIREMENT OBLIGATIONS - $24,945
PART XII, LINE 2D - OTHER ADJUSTMENTS:   DIRECT EXPENSES OF SPECIAL EVENTS REPORTED ON PART VIII, LINE 8B - $398,440 STATE REFUND NETTED AGAINST REVENUE ON AUDITED FINANCAL STATEMENTS - $407
PART XIII, LINE 2D - OTHER ADJUSTMENTS:   DIRECT EXPENSES OF SPECIAL EVENTS REPORTED ON PART VIII, LINE 8B - $398,440 STATE REFUND NETTED AGAINST REVENUE ON AUDITED FINANCAL STATEMENTS - $407
Schedule D (Form 990) 2010

Additional Data


Software ID:  
Software Version:  




SCHEDULE G
(Form 990 or 990-EZ)
Department of the Treasury
Internal Revenue Service
Supplemental Information Regarding
Fundraising or Gaming Activities
Complete if the organization answered "Yes" to Form 990, Part IV, lines 17, 18, or 19,
or if the organization entered more than $15,000 on Form 990-EZ, line 6a.
right arrow Attach to Form 990 or Form 990-EZ. right arrow See separate instructions.
OMB No. 1545-0047
2010
Open to Public Inspection
Name of the organization
THE ADVERTISING COUNCIL INC
 
Employer identification number

13-0417693
Part I
Fundraising Activities. Complete if the organization answered "Yes" to Form 990, Part IV, line 17.
1
Indicate whether the organization raised funds through any of the following activities. Check all that apply.
a e
b f
c g
d
2a
Did the organization have a written or oral agreement with any individual (including officers, directors, trustees
or key employees listed in Form 990, Part VII) or entity in connection with professional fundraising services?
b
If “Yes,” list the ten highest paid individuals or entities (fundraisers) pursuant to agreements under which the fundraiser is
to be compensated at least $5,000 by the organization. Form 990-EZ filers are not required to complete this table.
(i) Name and address of individual
or entity (fundraiser) 		(ii) Activity (iii) Did fundraiser have custody or control of contributions? (iv) Gross receipts
from activity 		(v) Amount paid to
(or retained by)
fundraiser listed in
col. (i) 		(vi) Amount paid to
(or retained by)
organization
Yes No
PATRICE CLAREMAN
45 BERMUDA RD
 
WESTPORT, CT06880 		SOLICITATION AND ADM SUPPORT FOR ANNUAL DINNER   No 3,229,983 32,000 3,197,983
Total .................right arrow 3,229,983 32,000 3,197,983
3
List all states in which the organization is registered or licensed to solicit funds or has been notified it is exempt from registration or licensing.
AL, AK, AZ, AR, CA, CO, CT, FL, GA, IL, KS, KY, ME, MD, MA, MI, MN, MS, MO, NH, NJ, NM, NY, NC, ND, OH, OK, OR, PA, RI, SC, TN, UT, VA, WA, WV, WI
For Privacy Act and Paperwork Reduction Act Notice, see the Instructions for Form 990.
Cat. No. 50083H
Schedule G (Form 990 or 990-EZ) 2010
Schedule G (Form 990 or 990-EZ) 2010
Page 2
Part II
Fundraising Events. Complete if the organization answered "Yes" to Form 990, Part IV, line 18, or reported more than $15,000 on Form 990-EZ, line 6a. List events with gross receipts greater than $5,000.
(a) Event #1

ANNUAL DINNER
(event type) 		(b) Event #2

 
(event type) 		(c) Other Events

  
(total number) 		(d) Total Events
(Add col. (a) through col. (c))
VerticalRevenue 1 Gross receipts . . . 3,229,983     3,229,983
2 Less: Charitable
contributions . . . 		2,964,983     2,964,983
3 Gross income (line 1
minus line 2) . . . 		265,000     265,000
VerticalDirectExpenses 4 Cash prizes . . .        
5 Non-cash prizes . .        
6 Rent/facility costs . . 281,045     281,045
7 Food and beverages . .        
8 Entertainment . . .        
9 Other direct expenses . 117,395     117,395
10 Direct expense summary. Add lines 4 through 9 in column (d) ........... right arrow 398,440
11 Net income summary. Combine lines 3 and 10 in column (d)............ right arrow -133,440
Part III
Gaming. Complete if the organization answered "Yes" to Form 990, Part IV, line 19, or reported more than $15,000 on Form 990-EZ, line 6a.
VerticalRevenue (a) Bingo (b) Pull tabs/Instant
bingo/progressive bingo 		(c) Other gaming (d) Total gaming (Add col. (a) through col. (c))
1 Gross revenue . . . .        
VerticalDirectExpenses 2 Cash prizes . . . .        
3 Non-cash prizes . . .        
4 Rent/facility costs . . .        
5 Other direct expenses . .        
6 Volunteer labor . . .
 
 
 
7 Direct expense summary. Add lines 2 through 5 in column (d) ........... right arrow  
8 Net gaming income summary. Combine lines 1 and 7 in column (d) .......... right arrow  
9
Enter the state(s) in which the organization operates gaming activities:
a
Is the organization licensed to operate gaming activities in each of these states? ............
b
If "No," Explain:
 
10a
Were any of the organization's gaming licenses revoked, suspended or terminated during the tax year? .....
b
If "Yes," Explain:
 
11
Does the organization operate gaming activities with nonmembers? .................
12
Is the organization a grantor, beneficiary or trustee of a trust or a member of a partnership or other entity
formed to administer charitable gaming? ...........................
Schedule G (Form 990 or 990-EZ) 2010
Schedule G (Form 990 or 990-EZ) 2010
Page 3
13
Indicate the percentage of gaming activity operated in:
a
The organization's facility ......................
13a
 
b
An outside facility ........................
13b
 
14
Provide the name and address of the person who prepares the organization's gaming/special events books and records:
Name right arrow
Address right arrow
15a
Does the organization have a contract with a third party from whom the organization receives gaming
revenue? ......................................
b
If "Yes," enter the amount of gaming revenue received by the organization right arrow $   and the
amount of gaming revenue retained by the third party right arrow $   .
c
If "Yes," enter name and address:
Name right arrow
Address right arrow
 
 
16
Gaming manager information:
Name right arrow
Gaming manager compensation right arrow $  
Description of services provided right arrow
 
17
Mandatory distributions:
a
Is the organization required under state law to make charitable distributions from the gaming proceeds to
retain the state gaming license? ............................
b
Enter the amount of distributions required under state law distributed to other exempt organizations or spent
in the organization's own exempt activities during the tax year right arrow$  
Part IV
Complete this part to provide additional information for responses to quuestion on Schedule G (see instructions.)
Identifier ReturnReference Explanation
Schedule G (Form 990 or 990-EZ) 2010
Additional Data


Software ID:  
Software Version:  
Schedule J
(Form 990)
Department of the Treasury
Internal Revenue Service
Compensation Information
For certain Officers, Directors, Trustees, Key Employees, and Highest
Compensated Employees
SchJMediumBullet Complete if the organization answered "Yes" to Form 990,
Part IV, question 23.
SchJMediumBullet Attach to Form 990. SchJMediumBullet See separate instructions.
OMB No. 1545-0047
2010
Open to Public Inspection
Name of the organization
THE ADVERTISING COUNCIL INC
 
Employer identification number

13-0417693
Part I
Questions Regarding Compensation
Yes
No
1a
Check the appropiate box(es) if the organization provided any of the following to or for a person listed in Form
990, Part VII, Section A, line 1a. Complete Part III to provide any relevant information regarding these items.
b
If any of the boxes in line 1a are checked, did the organization follow a written policy regarding payment or reimbursement orprovision of all the expenses described above? If "No," complete Part III to explain....
1b
Yes
 
2
Did the organization require substantiation prior to reimbursing or allowing expenses incurred by all
officers, directors, trustees, and the CEO/Executive Director, regarding the items checked in line 1a? ....
2
Yes
 
3
Indicate which, if any, of the following the organization uses to establish the compensation of the
organization's CEO/Executive Director. Check all that apply.
4
During the year, did any person listed in Form 990, Part VII, Section A, line 1a with respect to the filing organization or a related organization:
a
Receive a severance payment or change-of-control payment? ...............
4a
 
No
b
Participate in, or receive payment from, a supplemental nonqualified retirement plan? ........
4b
Yes
 
c
Participate in, or receive payment from, an equity-based compensation arrangement? ........
4c
 
No
If "Yes" to any of lines 4a-c, list the persons and provide the applicable amounts for each item in Part III.
Only 501(c)(3) and 501(c)(4) organizations only must complete lines 5-9.
5
For persons listed in form 990, Part VII, Section A, line 1a, did the organization pay or accrue any
compensation contingent on the revenues of:
a
The organization? ...........................
5a
 
No
b
Any related organization? .........................
5b
 
No
If "Yes," to line 5a or 5b, describe in Part III.
6
For persons listed in form 990, Part VII, Section A, line 1a, did the organization pay or accrue any
compensation contingent on the net earnings of:
a
The organization? ...........................
6a
 
No
b
Any related organization? .........................
6b
 
No
If "Yes," to line 6a or 6b, describe in Part III.
7
For persons listed in Form 990, Part VII, Section A, line 1a, did the organization provide any non-fixed
payments not described in lines 5 and 6? If "Yes," describe in Part III ............
7
 
No
8
Were any amounts reported in Form 990, Part VII, paid or accured pursuant to a contract that was
subject to the initial contract exception described in Regs. section 53.4958-4(a)(3)? If "Yes," describe
in Part III .............................
8
 
No
9
If "Yes" to line 8, did the organization also follow the rebuttable presumption procedure described in Regulations section 53.4958-6(c)? .........................
9
 
 
For Privacy Act and Paperwork Reduction Act Notice, see the Intructions for Form 990
Cat. No. 50053T
Schedule J (Form 990) 2010

Schedule J (Form 990) 2010
Page 2
Part II
Officers, Directors, Trustees, Key Employees, and Highest Compensated Employees. Use Schedule J-1 if additional space needed.
For each individual whose compensation must be reported in Schedule J, report compensation from the organization on row (i) and from related organizations, described in the
instructions on row (ii). Do not list any individuals that are not listed on Form 990, Part VII.

Note. The sum of columns (B)(i)-(iii) must equal the applicable column (D) or column (E) amounts on Form 990, Part VII, line 1a.
(A) Name (B) Breakdown of W-2 and/or 1099-MISC compensation (C) Retirement and other deferred compensation (D) Nontaxable
benefits		 (E) Total of columns
(B)(i)-(D) 		(F) Compensation
reported in prior
Form 990 or
Form 990-EZ
(i) Base compensation (ii) Bonus & incentive compensation (iii) Other reportable compensation
(1) PEGGY CONLON (i)
(ii)		 518,652
0 		166,225
0 		78,009
0 		182,150
0 		17,114
0 		962,150
0 		0
0
(2) JONATHAN FISH (i)
(ii)		 247,647
0 		58,350
0 		5,152
0 		84,150
0 		21,266
0 		416,565
0 		0
0
(3) BARBARA LESHINKSY (i)
(ii)		 256,477
0 		48,680
0 		6,195
0 		85,150
0 		31,429
0 		427,931
0 		0
0
(4) PRISCILLA NATKINS (i)
(ii)		 239,032
0 		67,690
0 		5,225
0 		76,150
0 		33,360
0 		421,457
0 		0
0
(5) PAULA VEALE (i)
(ii)		 215,937
0 		58,350
0 		872
0 		58,650
0 		27,405
0 		361,214
0 		0
0
(6) HEIDI ARTHUR (i)
(ii)		 160,748
0 		45,416
0 		0
0 		15,000
0 		317
0 		221,481
0 		0
0
(7) KATHLEEN CROSBY (i)
(ii)		 144,695
0 		45,416
0 		0
0 		0
0 		22,018
0 		212,129
0 		0
0
(8) KENNETH KROLL (i)
(ii)		 150,000
0 		24,340
0 		0
0 		12,930
0 		10,834
0 		198,104
0 		0
0
(9) JENNIFER MAMLET (i)
(ii)		 144,276
0 		29,000
0 		0
0 		12,867
0 		23,338
0 		209,481
0 		0
0
(10) REGINA BRADLEY (i)
(ii)		 127,522
0 		25,000
0 		0
0 		12,145
0 		16,878
0 		181,545
0 		0
0
(11) BARBARA SHIMAITIS (i)
(ii)		 133,262
0 		33,718
0 		0
0 		12,746
0 		19,222
0 		198,948
0 		0
0
(12) DANIELLE LINET (i)
(ii)		 118,971
0 		33,845
0 		0
0 		11,512
0 		14,789
0 		179,117
0 		0
0
(13) JAMES BAUMANN (i)
(ii)		 113,264
0 		20,000
0 		0
0 		10,452
0 		29,689
0 		173,405
0 		0
0
(14) KATE EMANUEL (i)
(ii)		 125,978
0 		23,000
0 		0
0 		11,072
0 		17,668
0 		177,718
0 		0
0
(15) ANTHONY FOLENO (i)
(ii)		 121,212
0 		25,000
0 		0
0 		10,743
0 		8,420
0 		165,375
0 		0
0

Schedule J (Form 990) 2010

Schedule J (Form 990) 2010
Page 3
Part III
Supplemental Information
Complete this part to provide the information, explanation, or descriptions required for Part I, lines 1a, 1b, 4c, 5a, 5b, 6a, 6b, 7, and 8. Also complete this part for any additional information.
Identifier Return Reference Explanation
  PART I, LINE 1A PER THE EMPLOYMENT CONTRACT FOR THE PRESIDENT & CEO, THE LONG TERM CARE POLICY & ANNUAL CLUB DUES ARE PAID IN FULL BY THE ORGANIZATION AND "GROSSED UP" AS TAXABLE INCOME WITHIN EACH CALENDAR YEAR. THESE AMOUNTS TOTALING $78,009 ARE INCLUDED IN SCHEDULE J PART II COLUMN B(III).
  PART I, LINE 4B PART I, LINE 4B: THE ADVERTISING COUNCIL, INC. SUPPLEMENTAL EXECUTIVE RETIREMENT PLAN ("SERP") IS SPONSORED BY THE ADVERTISING COUNCIL, INC., A TAX-EXEMPT ENTITY UNDER SECTION 501(C)(3) OF THE INTERNAL REVENUE CODE OF 1986, AS AMENDED (THE "CODE"). THE PURPOSE OF THE PLAN IS TO OFFER ELIGIBLE EMPLOYEES OF THE EMPLOYER DEFERRED COMPENSATION BENEFITS UNDER CODE SECTION 457(F) TO SUPPLEMENT SUCH EMPLOYEES' RETIREMENT BENEFITS. THE PLAN IS INTENDED TO BE A TOP-HAT PLAN (I.E., AN UNFUNDED DEFERRED COMPENSATION PLAN MAINTAINED FOR CERTAIN MEMBERS OF A SELECT GROUP OF MANAGEMENT OR HIGHLY COMPENSATED EMPLOYEES) PURSUANT TO SECTIONS 201(2), 301(A)(3) AND 401(A)(1) OF THE EMPLOYEE RETIREMENT INCOME SECURITY ACT OF 1974, AS AMENDED ("ERISA"). DURING THE TAX YEAR, THE FOLLOWING OFFICERS AND KEY EMPLOYEES PARTICIPATED IN THE SERP PLAN AND RECEIVED CONTRIBUTIONS TOWARDS THEIR PLAN: PEGGY CONLON - $165,000 BARBARA LESHINSKY - $68,000 PRISCILLA NATKINS - $59,000 PAULA VEALE - $41,500 JON FISH - $67,000
Schedule J (Form 990) 2010

Additional Data


Software ID:  
Software Version:  
Schedule L
(Form 990 or 990-EZ)
Department of the Treasury
Internal Revenue Service
Transactions with Interested Persons
MediumBullet Complete if the organization answered
"Yes" on Form 990, Part IV, lines 25a, 25b, 26, 27, 28a, 28b, or 28c,
or Form 990-EZ, Part V lines 38a or 40b.
MediumBullet Attach to Form 990 or Form 990-EZ. MediumBulletSee separate instructions.
OMB No. 1545-0047
2010
Open to Public Inspection
Name of the organization
THE ADVERTISING COUNCIL INC
 
Employer identification number

13-0417693
Part I
Excess Benefit Transactions (section 501(c)(3) and section 501 (c)(4) organizations only).
Complete if the organization answered "Yes" on Form 990, Part IV, line 25a or 25b, or Form 990-EZ, Part V, line 40b.
1(a) Name of disqualified person (b) Description of transaction (c) Corrected?
Yes No





2
Enter the amount of tax imposed on the organization managers or disqualified persons during the year under section 4958. ......................... Bullet Image$
 
3
Enter the amount of tax, if any, on line 2, above, reimbursed by the organization ....... Bullet Image$
 

Part II
Loans to and/or From Interested Persons.
Complete if the organization answered "Yes" on Form 990, Part IV, line 26, or Form 990-EZ, Part V, line 38a.
(a) Name of interested person and purpose (b) Loan to or from the organization? (c)Original principal amount (d)Balance due (e) In default? (f) Approved by board or committee? (g)Written agreement?
To From Yes No Yes No Yes No
Total ...............Small Bullet $  
Part III
Grants or Assistance Benefitting Interested Persons.
Complete if the organization answered "Yes" on Form 990, Part IV, line 27.
(a) Name of interested person (b)Relationship between interested person and the organization (c)Amount of grant or type of assistance
For Privacy Act and Paperwork Reduction Act Notice, see the
Instructions for Form 990 or 990-EZ.
Cat. No. 50056A
Schedule L (Form 990 or 990-EZ) 2010
Schedule L (Form 990 or 990-EZ) 2010
Page 2
Part IV
Business Transactions Involving Interested Persons.
Complete if the organization answered "Yes" on Form 990, Part IV, line 28a, 28b, or 28c.
(a) Name of interested person (b) Relationship between interested person and the organization (c) Amount of transaction (d) Description of transaction (e) Sharing of organization's revenues?
Yes No
(1) THE NIELSEN COMPANY
  		BOARD MEMBER SUSAN WHITING IS AN OFFICER OF THE NIELSEN COMPANY 294,935 NIELSEN PROVIDES STANDARD AD MONITORING SERVICES.   No
(2) NEW MEDIA STRATEGIES
  		BOARD MEMBER STEPHEN LACY IS PRES. & CEO OF THE MERIDITH CORP. 393,480 MERIDITH CORP. OWNS NEW MEDIA STRATEGIES. NEW MEDIA STRATEGIES PROVIDES SOCIAL MEDIA MARKETING AND MEASUREMENT.   No
Part V
Supplemental Information
Complete this part to provide additional information for responses to questions on Schedule L (see instructions).
Identifier Return Reference Explanation
Schedule L (Form 990 or 990-EZ) 2010

Additional Data


Software ID:  
Software Version:  




SCHEDULE O
(Form 990 or 990-EZ)

Department of the Treasury
Internal Revenue Service
Supplemental Information to Form 990 or 990-EZ

Complete to provide information for responses to specific questions on
Form 990 or to provide any additional information.
MediumBullet Attach to Form 990 or 990-EZ.
OMB No. 1545-0047
2010
Open to Public
Inspection
Name of the organization
THE ADVERTISING COUNCIL INC
 
Employer identification number

13-0417693
Identifier Return Reference Explanation
ORGANIZATION MISSION STATEMENT FORM 990, PART I, LINE 1 DURING THE COURSE OF THE YEAR, THE AD COUNCIL CONDUCTED OVER 50 NATIONAL MULTIMEDIA PUBLIC SERVICE CAMPAIGNS ON BEHALF OF BOTH NON-PROFIT ORGANIZATIONS AND GOVERNMENT AGENCIES ADDRESSING ISSUE AREAS SUCH AS IMPROVING THE QUALITY OF LIFE FOR CHILDREN, PREVENTIVE HEALTH, EDUCATION, COMMUNITY WELL-BEING, ENVIRONMENTAL PRESERVATION AND STRENGTHENING FAMILIES.
ORGANIZATION MISSION STATEMENT FORM 990, PART III, LINE 1 THE ADVERTISING COUNCIL'S MISSION IS TO IDENTIFY A SELECT NUMBER OF SIGNIFICANT PUBLIC ISSUES AND STIMULATE ACTION ON THOSE ISSUES THROUGH COMMUNICATIONS PROGRAMS THAT MAKE A MEASURABLE DIFFERENCE IN OUR SOCIETY. TO THAT END, THE AD COUNCIL MARSHALS VOLUNTEER TALENT FROM THE ADVERTISING AND COMMUNICATIONS INDUSTRIES, THE FACILITIES OF THE MEDIA, AND THE RESOURCES OF THE BUSINESS AND NON-PROFIT COMMUNITIES TO CREATE AWARENESS, FOSTER UNDERSTANDING AND MOTIVATE ACTION.
FORM 990, PART VI, SECTION B, LINE 11   I) A COPY WAS PROVIDED TO THE AUDIT COMMITTEE OF THE BOARD OF DIRECTORS; II) THE 990 WAS PROVIDED ELECTRONICALLY; III) THE AD COUNCIL HAS ITS FORM 990 PREPARED BY AN OUTSIDE ACCOUNTING FIRM AND HAS ESTABLISHED THE FOLLOWING REVIEW PROCESS TO ENSURE THE INFORMATION PROVIDED IS COMPREHENSIVE AND TRUTHFUL. THROUGHOUT THE COURSE OF THE YEAR, THE FORM 990 WAS ADDRESSED DURING AUDIT COMMITTEE MEETINGS AND THERE WERE SEVERAL OPPORTUNITIES FOR DISCUSSION AND COMMENT. THEN, ONCE A FINAL DRAFT OF THE FORM 990 IS COMPLETED, REVIEWED BY MANAGEMENT, AND READY FOR FILING, IT IS PROVIDED IN ITS ENTIRETY TO THE AUDIT COMMITTEE MEMBERS IN ELECTRONIC FORM PRIOR TO FILING.
  FORM 990, PART VI, SECTION B, LINE 12C ALL BOARD MEMBERS, EMPLOYEES AND VOLUNTEERS RECEIVE THE CODE OF CONDUCT AND CONFLICT OF INTEREST POLICY AND ARE REQUIRED TO SIGN THE POLICY. A LOG IS MAINTAINED BOTH WITHIN THE DEVELOPMENT DEPARTMENT (FOR BOARD MEMBERS/VOLUNTEERS) AND WITHIN THE HR DEPARTMENT (FOR EMPLOYEES). AD COUNCIL REQUIRES THAT ANY MEMBER REPORT IN WRITING ANY CONFLICT OF INTEREST THAT ARISES IN THE FOLLOWING MANNER: (1) MEMBERS OF THE BOARD OF DIRECTORS SHALL DISCLOSE ANY CONFLICT OF INTEREST TO THE CHAIRMAN OF THE BOARD; (2) EMPLOYEES SHALL DISCLOSE ANY CONFLICT OF INTEREST TO THE SENIOR VICE PRESIDENT, DIRECTOR OF HUMAN RESOURCES; AND (3) VOLUNTEERS SHALL DISCLOSE ANY CONFLICT OF INTEREST TO THE AD COUNCIL'S CEO OR CFO. THE EXISTENCE OF A POTENTIAL CONFLICT OF INTEREST DOES NOT NECESSARILY CONSTITUTE A VIOLATION OF THE CONFLICT OF INTEREST POLICY. THE POLICY REQUIRES DISCLOSURE AND REVIEW OF POTENTIAL CONFLICTS AND PROHIBITION OF ACTUAL CONFLICTS OF INTEREST. IN SOME CASES, DISCLOSURE MAY BE ALL THAT IS REQUIRED. IN OTHER CASES, THE SITUATION MAY REQUIRE ADDITIONAL ACTION TO AVOID AN ACTUAL CONFLICT OF INTEREST OR TO REMEDY ONE. WHERE A CONFLICT OF INTEREST ARISES, AN INTERESTED COVERED PARTY SHALL ABSTAIN FROM DELIBERATIONS AND REFRAIN FROM PARTICIPATING IN ANY DECISIONS OR VOTING IN CONNECTION WITH THE MATTER. THE CODE OF CONDUCT AND CONFLICT OF INTEREST POLICY IS REVIEWED ANNUALLY. THE POLICY WAS LAST UPDATED DECEMBER 2007.
  FORM 990, PART VI, SECTION B, LINE 15 APPROXIMATELY EVERY TWO TO FOUR YEARS, THE AD COUNCIL HIRES AN INDEPENDENT CONSULTING FIRM TO CONDUCT A COMPREHENSIVE COMPENSATION STUDY. THE STUDY IS CONDUCTED TO ASSESS THE EXTERNAL COMPETITIVENESS OF THE AD COUNCIL'S CURRENT TOTAL PAY, DEVELOP COMPARABLE MARKET BASE SALARY AND TOTAL PAY SUMMARY STATISTICS AND AUDIT & RECOMMEND CHANGES TO THE AD COUNCIL'S EMPLOYEE INCENTIVE PLAN. THE MOST RECENT STUDY WAS PERFORMED IN JUNE 2010. THE INFORMATION GATHERED FROM THESE STUDIES IS USED TO HELP INFORM THE DECISION MAKING PROCESS OF THE COMPENSATION COMMITTEE. THE COMPENSATION COMMITTEE IS COMPRISED OF THE CHAIRMAN OF THE BOARD, THE TWO VICE CHAIRS AND THE HEAD OF THE FINANCE COMMITTEE. THE COMMITTEE MEETS AT LEAST ANNUALLY TO REVIEW AND ESTABLISH THE TOTAL COMPENSATION PACKAGE (BASE SALARY AND INCENTIVE GOALS) FOR THE PRESIDENT & CEO AND EXECUTIVE VICE PRESIDENTS. THE COMMITTEE ALSO REVIEWS AND APPROVES THE TOTAL INCENTIVE PAYOUT FOR THE ENTIRE ORGANIZATION. THIS ENTIRE PROCESS IS CONTEMPORANEOUSLY DOCUMENTED IN MEETING MINUTES. FISCAL YEAR 2011 COMPENSATION REVIEW WAS PERFORMED ON OCTOBER 6, 2010. FISCAL YEAR 2012 COMPENSATION REVIEW WAS PERFORMED ON SEPTEMBER 8, 2011. OTHER KEY EMPLOYEES ARE ADDRESSED IN THE COMPENSATION STUDY AND THIS COMPARATIVE DATA IS USED AS A PART OF THE PROCESS WHERE THE CEO, CFO, HR AND DEPARTMENT HEAD REVIEW AND APPROVE THE COMPENSATION PACKAGE FOR EACH EMPLOYEE ANNUALLY.
  FORM 990, PART VI, SECTION C, LINE 19 GOVERNING DOCUMENTS (BY-LAWS) AND/OR CONFLICT OF INTEREST POLICY ARE AVAILABLE UPON REQUEST. THE FINANCIAL STATEMENTS CAN BE FOUND ON THE AD COUNCIL'S WEBSITE WWW.ADCOUNCIL.ORG.
CHANGES IN NET ASSETS OR FUND BALANCES: FORM 990, PART XI, LINE 5: NET UNREALIZED GAINS ON INVESTMENTS: 1,643,740. ACTUARIAL CHANGE IN POST RETIREMENT OBLIGATIONS: $24,945
OVERSIGHT OF INDEPENDENT AUDIT FORM 990, PART XI, LINE 2C: THE ADVERTISING COUNCIL, INC. HAS A COMMITTEE THAT ASSUMES RESPONSIBILITY FOR THE OVERSIGHT OF THE AUDIT OF THE FINANCIAL STATEMENTS AND FOR THE SELECTION OF THE INDEPENDENT AUDITORS. THIS PROCESS HAS NOT CHANGED FORM THE PRIOR YEAR.
BREAKDOWN OF VOLUNTEERS FORM 990, PART I, LINE 6: BOARD = 122 CHAIR EMERITUS & HONORARY MEMBERS = 44 CRC COMMITTEE = 45 ADVISORY COMMITTEE = 39 FINANCE COMMITTEE = 5 RESEARCH COMMITTEE = 24 TOTAL = 279
EXPLANATION OF FUNDRAISING EVENTS LOSS: FORM 990, PART VIII, LINE 8C AND FORM 990, SCHEDULE G, PART II, LINE 11: EACH NOVEMBER THE AD COUNCIL HOLDS THE PUBLIC SERVICE AWARD DINNER. CONTRIBUTIONS FROM THIS EVENT ARE REPORTED ON PART VIII, LINE 1C OF THE FORM 990 AS $2,964,983. AS MANY EVENT ATTENDEES PAY MORE THAN THE RETAIL VALUE OF THE ACTUAL DINNER AN OVERALL GAIN OF $2,831,543 IS REALIZED VS. THE EVENT LOSS OF $133,440 AS REPORTED ON SCHEDULE G PART II.
  FORM 990, PART IV, LINE 28B AND FORM 990, PART VI, LINE 2: THE AD COUNCIL IS UNAWARE OF ANY FAMILY MEMBER WHO HAD A DIRECT OR INDIRECT BUSINESS RELATIONSHIP WITH THE ORGANIZATION. THIS RESPONSE IS BASED ON BOTH THE AD COUNCIL'S CONFLICT OF INTEREST POLICY AND RELATED DISCLOSURE REQUIREMENTS, AS WELL AS INTERNAL KNOWLEDGE OF CURRENT AD COUNCIL PRACTICES.
  FORM 990, PART IV, LINE 28C AND FORM 990, PART VI, LINE 2: THE ADVERTISING COUNCIL'S ("AD COUNCIL") BUSINESS MODEL INCLUDES THE SERVICES OF A PRO BONO ADVERTISING AGENCY FOR EACH OF THE PUBLIC SERVICE ANNOUNCEMENT CAMPAIGNS ("CAMPAIGNS") THAT THE AD COUNCIL CREATES AND DISTRIBUTES FOR ITS GOVERNMENT AND NON-PROFIT CLIENTS. AMONGST THESE VOLUNTEER AD AGENCIES INCLUDE SEVERAL AGENCIES THAT HAVE OFFICERS WHO ALSO SIT ON THE AD COUNCIL BOARD. THE PRO BONO ADVERTISING AGENCIES ARE APPROVED BY THE CLIENT PRIOR TO THEIR SELECTION. THESE AGENCIES DONATE THEIR LABOR TO THE CAMPAIGN; WITH THE EXCEPTION OF CERTAIN PRE-AUTHORIZED SPECIALIZED TASKS WHICH ARE OFFERED AT SIGNIFICANTLY DISCOUNTED RATES. THE AD COUNCIL AND ITS CLIENTS PAY FOR PRE-APPROVED OUT OF POCKET COSTS INCURRED IN THE COURSE OF PERFORMANCE FOR THESE SPECIFIC CAMPAIGNS. THESE REIMBURSED COSTS INCLUDE PHYSICAL PRODUCTION, TRAVEL, THIRD PARTY RESEARCH, TELEPHONE, POSTAGE AND CERTAIN OTHER COSTS OF CREATING, PRODUCING, AND DISTRIBUTING THESE CAMPAIGNS. ADDITIONALLY, THE AD COUNCIL UTILIZES THE SERVICES OF SPECIALIZED VENDORS FOR THE CAMPAIGNS WHO OFTEN PROVIDE DISCOUNTED AND NONPROFIT RATES TO THE AD COUNCIL. AMONGST THESE SPECIALIZED VENDORS INCLUDE SEVERAL BUSINESSES THAT HAVE OFFICERS WHO ALSO SIT ON THE AD COUNCIL BOARD. THE AD COUNCIL ALSO HAS SEVERAL REGIONAL EMPLOYEES WHO WORK OUT OF DONATED OFFICE SPACE FROM COMPANIES THAT HAVE OFFICERS WHO SIT ON THE AD COUNCIL BOARD. THESE COSTS ARE ACCOUNTED FOR AS DONATED USE OF FACILITIES.
For Paperwork Reduction Act Notice, see the Instructions for Form 990 or 990-EZ.
Cat. No. 51056K
Schedule O (Form 990 or 990-EZ) 2010

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