2001 Best Practices Study

Analysis of Agencies with Revenues Less Than $500,000

PROFITABILITY (as % of Net Revenues)

A. Profitability Ratios

Average

+25% Profit

+25% Growth

Pre-Tax Profit

18.1% 23.5%

42.3% 51.4% 24.7%

34.3% 38.0% 20.6%

Pro Forma Pre-Tax Profit (1) Operating Pre-Tax Profit (2)

7.8%

(1) The agency's pre-tax profit when discretionary expenses (bonuses, compensation, and perks) made for the benefit of the owners, based solely on ownership, are removed (i.e., removing expenses that would not be incurred if a third party owned the agency.) (2) Pre-tax profit minus contingents, bonus and investment income.

Profitability

60.0%

50.0%

40.0%

30.0%

20.0%

% Net Revenue

10.0%

0.0%

Pre-Tax Profit

Pro Forma Pre-Tax Profit (1)

Operating Pre-Tax Profit (2)

Average +25% Profit

+25% Growth

B. Growth in Profitability (% change from prior year)

Average

+25% Profit

+25% Growth

Net Revenues (Total) Compensation Expense

6.3% 5.2% 1.8% 8.5% -3.7% -2.4%

10.9% 3.3% -4.0% 13.6% -7.7% 21.9%

17.5%

4.2% 6.4%

Selling Expense Operating Expense

19.9% -18.5% 15.6%

Administrative Expense

Pre-Tax Profit

Operating Pre-tax Profit

-17.7%

9.6%

-4.5%

Growth in Net Revenues

Growth in Pre-Tax Profit

10.0% 12.0% 14.0% 16.0% 18.0%

25.0%

20.0%

15.0%

10.0%

0.0% 2.0% 4.0% 6.0% 8.0%

5.0%

0.0%

-5.0%

Average

+25% Profit

+25% Growth

Average

+25% Profit

+25% Growth

25