1975 Annual Report NORTHWEST ORIENT AIRLINES Celebrating 50 Years of Air Service TH E FOIJNDER of Nort hwest Air- lines was Colonel L H Bri ttin (right) who also served as general man- ager In this 1930 photo, Colonel Br1tt1n presents an award to Charles 'Speed ' Hofman (left). a famous racer and stunt pilot, who served as operations manager for the airline until his death 1n 1931 A pictorial review of Northwest Orient's 50 years Airlines was Croil Hunter, shown here at a 1944 ceremony at which the Company received the coveted Army-Navy 'E' award for its World War II operation of the B-24 bomber modification center . Hunter served as president of Northwest A1rl1nes from 1937 until 1952 and chair- man of the board from 1952 until 1965. THE FAMOUS STRATOCRUISER provides the background tor the celebration of the 25th anniversary of air mail service. The ceremony was held at Milwaukee's Mitchell Field in 1951 . THE KOREAN WAR in the 1950's found Northwest Airlines playing a vital role with its 'air lift' fl ights to and from the Far East. Here a group of 14 Navy nurses and nine medics are starting their trip to Korea via NWA and the Great Circle Route. NWA'S CURRENT PRESIDENT Donald W. Nyrop (left) is pictured with Willi am Allen , then president of the Boeing Company, in a 1962 photo taken when Northwest Airlines announced the purchase of five Boeing 707-320 jet aircraft. THE FIRST OF 22 McDonnell Douglas DC 10-40 long-range jets or- dered by Northwest Airline s is in the background of this 1972 photo taken at the firm 's Long Beach, Cal ifornia plant. NWA president Donald W. Nyrop (right) is shown talking with Jackson R. McGowan , then president of McDonnell Douglas aircraft division . THE FIRST AIR-RAI L SERVICE in the history of transportation was inaugurated by North- west Airways, forerunner of Northwest Airl ines. This 1928 photo shows mail being trans- ferred from a Rock Island Line train to a waiting NWA ai rplane. 3 From the President 49th Annual Report to the Shareholders 1976 marks the 5oth anniversary of orthwest Orient Airlines. The Company was initially called North- west Airways and was founded in August 1926 to fly the air mail bet- ween Minneapolis / St. Paul and Chicago. It is very gratifying to report to you that orthwest Orient, in its 50th year, led all of the U.S. air carriers in net earnings , posting a profit of $43 ,395,834 or $2.01 per share. This is the fourth time in the last eight years that Northwest Orient has achieved the earnings leadership in the industry. This leadership is espe- cially significant when consideration is given to the fact that Northwest Orient is only seventh in size in terms of gross revenues. Total operating revenues were at an all-time high of $800,562,989 in 1975. This is a 5.5 per cent gain over 1974. Both passenger and cargo re- venues established new highs. 747Fs Boost Cargo Revenues Three Boeing 747F all-cargo aircraft were delivered to Northwest Orient in July and August of 1975. They were placed into operation on a rou- ting linking ew Yark, Chicago, Seat- tle and Anchorage to Tokyo, Taipei and Hong Kong. Domestic service be- tween the Twin Cities, Milwaukee, Chicago and ew York was also pro- vided. The $12.1 million increase in 1975 cargo revenues a 16 per cent jump over 1974, can largely be attributed to the added revenues produced by these new 747F freighters during the last half of 1975. Eastbound loads from the Orient of over 200 ,000 pounds - or 100 tons - were com- monplace in the B-747F. The $90 million investment in these 747F air- craft is already proving to be profita- ble. 4 Fleet Modernization Continues Delivery of eight new advanced model Boeing 727-200s was made to Northwest Orient during the last half of 1975. Three older Boeing 707s were sold in 1975. The continuing fleet moderniza- tion program of Northwest Orient is truly 'big business'. During the last 21 years, Northwest Orient has purchased 216 aircraft and 139 air- craft have been sold by the Company. That is a total of 3 5 5 aircraft transac- tions during this period- or an aver- age of seventeen per year. Northwest Orient's consistent pro- fitability has been, of course, essen- tial to the fleet modernization pro- gram. Earnings performance over the years has enabled Northwest Orient to purchase all of the $1.4 billion air- craft fleet it presently operates. The Company does not have leased air- planes in its fleet - the only major U.S. airline in that position today. Major Labor Agreements New collective bargaining agree- ments were signed with 11 labor or- ganizations in 1975, including the four largest groups - the Brother- hood of Railway and Airline Clerks (BRAC) , the Air Line Pilots Associa- tion (ALPA), the International As- sociation of Machinists (IAM) and the Association of Flight Attendants (AFA). The new agreements with the BRAC and the IAM were reached without participation by the ational Mediation Board- a noteworthy oc- currence in the airline industry, which operates under the Railway Labor Act. The 33-month agreement with the IAM was reached on ovember 30, 1975, just 30 days after the contract became amendable. Affirmative Action Continued Improved employment opportunities were provided to minorities and females both in entry level positions and through upward mobility into managerial positions as a major goal in the continuing corporate Affirma- tive Action Plan. New Aircraft Ordered In looking at Northwest Orient Air- lines' fleet requirements for the years immediately ahead, it became clear that we should move forward in two areas. We have done so very recently. First, an order has been placed with the Boeing Company for a 747 all-cargo aircraft. Delivery will be in June of 1977. This will give us a fleet of four 747Fs, with the three pres- ently operated in scheduled service, and will add to our capacity to handle the rapidly growing cargo market. Second, the Company has ordered four more Advanced Model 7 2 7-2 00s. The first aircraft will be de- livered in June of 1977 and the re- maining three aircraft during the period October through December of 19 77. These aircraft will replace older 727-lO0s and 707s as they are sold. The additional capital investment is consistent with Northwest Orient's belief that fleet superiority represents the single biggest marketing advan- tage an airline can have in a highly competitive industry. Employees Benefit from Success orthwest Orient's employees con- tinued to be major beneficiaries of the Company's financial success. While corporate net earnings for 1975 were $21.4 million less than in 1974, Northwest Orient paid $16.4 million more in wages and benefits to its employees in 1975. The total of $222 ,683 755 paid in employee wages and benefits in 1975 was the single largest item of expense and represented 30 per cent of total operating expenses. et earnings b wa of contrast represented 5.4 per cent of total operating re enues in 1975. In 1965 net earnings were 17 .4 per cent of revenues - or more than three times greater than in 19 7 5. Officer, Director Changes M. Joseph Lapensky, vice president- finance and treasurer of orthwest Orient as elected to the Board of Directors on Ma 19 1975. r. Lapensky, age 57 has had 30 years of experience with the Company and has previously served as vice presi- dent of economic planning and as comptroller. Mr. Lapensky succeeds Donald H. Hardest , retired vice president- finance of orth, est Orient "ho has had a trul distinguished career spanning 3 2 years with the Com- pan . John F. Horn has been elected as- sistant vice president-properties for orth est Orient, replacing Roland W. Chambers VI ho retired after 33 years ith orth, est. and as most recentl tariffs for the Compan . Outlook for 1976 Good r. Horn is 34 director of The U.S. econom is demonstrating considerably more vitalit in recent months than it did during most of 1975. Airline passenger traffic dur- ing the early weeks of 1976 has been running ahead of the comparable Highlights of 1975 Total Operating Revenues ....... . . .. .............. . ........ . Operating Income .. . . .. . .. . ........ . .......... . .......... . . . Net Earnings for the Year ......... . ......... . ............... . Per Common Share . . .. . .. . . . . . ........ . ....... . .......... . Per Dollar of Revenues .. . .. . ... . .......... . .............. . Stockholders' Equity ......... . ............... . .. ........... . Per Common Share .... . .. . ............................... . Dividends Paid .. . ............. . ........................... . Operating Expenses: Per Available Ton-Mile ................................... . Per Revenue Ton-Mile .................................... . Revenue Traffic: Passengers Carried ................... ..... ............... . Passenger-Miles Flown ................................... . Ton-Miles, Mail, Freight and Express ...................... . Common Shares at Year End ................................ . Employees: umber at Year End ... .. ........... .. .. , . . . . .... ......... . . Total Wages and Benefits Paid ............................ . period in 1975 b an encouraging margin. That trend is e pected to continue and orthv, est is forecast- ing passenger-mile increases of 8 to 10 per cent for 1976. Cargo traffic should shoVI an even larger increase - up to 15 to 20 per cent. eVI Federal energ legislation ill pro ide some much-needed sta- bility in the price of jet fuel in 1976. As this occurs, orthv est Orient should improve its 19 76 earnings performance. Sincerel c:4~71.~ (, Donald W. rop March 15 1976 1975 1974 $800,562,989 $758,990,979 49,699 649 77,785,297 43 395,834 64,747,629 2.01 3.00 5.4,t 8.5q'.: 623 676,634 589 990,898 28.87 27.31 9,710 098 9,721,943 20.6,t 19.9 50.2 48.2(/; 8,865 263 8,948,373 9,471,282,000 9,173 ,875,000 481 ,253 000 413 ,415 000 21 604 136 21,604,136 11,268 11 ,515 $222 683 ,755 $206,253,452 5 New 747F freighters help set cargo revenue records in 1975 Sales and Marketing Highlights The growing importance of air freight to the U.S. airline industry - and to Northwest Orient - was un- derscored in 1975. Aided by the introduction of three Boeing 7 4 7F all cargo aircraft which were delivered in July and August of 1975, Northwest Orient recorded cargo revenues of $88.3 million. This figure was a $12 .1 million increase over 1974 cargo revenues of $76.2 million and represented a 16 per cent gain over prior year cargo revenues. Eleven per cent of Northwest Orient's operating revenues were derived from cargo in 1975. A $90 million investment made in the three new Boeing 747F aircraft was directly responsible for a new single month cargo revenue record of $10.3 million set in November, 1975. Loads from the Orient to the U.S. on the huge air freighters in the last quarter of 1975 were consistently in the order of 100 tons. The 747F air- craft also filled a need in the lower 48 -Alaska market where pipeline activ- ity had dramatically increased traffic. Introduction of the three 747F all cargo c:1.ircraft into Northwest Orient's scheduled operations was accom- panied by a sophisticated new mar- keting plan designed to create new air freight traffic. Through use of computer programming, a 'total cost' comparison of surface shipping ver- sus air shipping is performed for po- tential customers. In many cases, the demonstrated savings that can be achieved through use of air shipment has provided new business for Northwest Orient. Passenger Revenues Up 5% Passenger revenues of Northwest Orient in 1975 increased five per cent over 1974, while revenue passenger- miles flown in scheduled operations rose 3.2 per cent. This performance was better than the trunk airline in- dustry average in a year when pas- senger traffic was virtually in a no- growth condition. Tour sales to both groups and indi- I - Northvvests new 747Fs More large-cargo capacity 7 viduals by Northwest Orient showed excellent growth in 1975 with a 20 per cent increase in activity. New 'fly/drive' tours featuring rental car and family-type motor inn combined with air fare proved to be among the most popular domestic tour pack- ages in 1975. Air/sea cruises out of Florida to the Caribbean were ex- tremely well received by the public and Northwest Orient retained its dominant position as the air carrier involved with traffic from Chicago and the upper midwest. Convention Central, the new sales division formed in 1975 that pro- vides a nation-wide, toll free reserva- tion and assistance center for firms and individuals arranging conven- tions, produced over $9 million in revenue- a 56 per cent increase over 1974. than any other U.S. airline! @NORTHWEST ORIENT CARGO Supercargoblllty 75 7 Sales and Marketi ng Highlights orthwest Orient's advertising em- phasis during much of 1975 was on savings available to passengers through use of new Bicentennial ex- cursion fares. This advertising con- centrated on newspapers and incor- porated flight schedules, but radio and television were used as sup- plementary media in major on-line cities. The superiority of orthwest Orient's wide-cabin fleet - 15 Boe- ing 7 4 7 s and 2 2 McDonnell Douglas DC 10-40s - was also given major emphasis during the year. By the end of the year, 7 5 per cent of all available Advertising stresses savings and wide cabin jet superiority seat-miles flown by orthwest Orient were provided in wide-cabin equip- ment. The public's stated preference for the 'jumbo jet' made this advertis- ing approach both obvious and effec- tive. Cargo, Orient Also Stressed The introduction of the three new Boeing 7 4 7F all cargo aircraft was given extensive advertising support in 1975. A larger share of the adver- tising budget than ever before was devoted to this area and a special campaign was directed to senior NorttPNestgives Yo.tJ the Orient as no other anne can. 1:_,,...,._,.........,.,., ,, ........... i:~p::_~ . ~---~~i :";::-~ ,. ._:-~ .. ,~ " I .. ,., 1, ... ,: ... :-~!: "~-"' ..... , ~~~~ ~NORTHWEST ORIENT ~l'OlllS ;;7tJ.:~. :: ;:,~:-r:~ ~~~ ~ ~~-~.:~ .. :4~,, 1,. - .. ?::':;.:.,~ .... . .... ~ - management using carefully selected publications. The primary objective was to convert surface shipments being made by major companies to air shipments on Northwest Orient. Another major advertising effort was devoted to the trans-Pacific serv- ices of Northwest Orient. Within the United States, national magazines and business publications were used to communicate the variety of routes, services and tours offered. Within the Orient, similar advertising in Hong Kong, the Philippines, Taiwan , Korea and Japan promoted eastbound business. The#1Wayto $ave a Bundle to the ftlidwest. hicago: save $50 round-trip ~ ... all wide-cabin jets to Mpls./ St. Paul: To Chicago ... and hatf the world. I r:=-_ l- ( 25% savings, too!) 1~ ... ~J = =-- 8 . - I .... ... ~-.::- :=. 1 ~-- :.. h-- ~ Dfnc:l lo .._ Yorti In 7U COllllort. The luxuriously roomy cabin of lhe Noohwest 7 7 ma.lies a big dillereoce 1n comlm when )'O(J'ra flying transpacific. Only Northwesl gives yoo a spi,cious 747 Slratghl ttvovgh lo New York - eYefY day. With.no change o f ~ and fUSI one stop in Seattle. And dehetous Regal Imperial serv,ce en route. Through Ille UJLA. and Canada. Northwest ser,,es 41 c,ues in the United Stales and Canada - mcKe lhan any o her airtma from lhe Orlflflt In Sea1lle, tor example, we11 grve )'O(J nonstops lo Chtc.lgo, Minnea~is/SI. Paul and Washington: D.C. With Northwest, you get fhe extra conven cnce ol Oymg ll>e same a1rl1ne all the way. Sat Nlec:tion I n ~- You can reserve your Northwest 747 seat by phone when you book your 01ghl So you you'll gal exactty the seat you want Your auporl chec tn will be laslef oo Thal's one more way we give you the bes1 ol the East a.nd the bes1 of the Wes! Wegiveyou the best of both worlds. 3:45 pm Daity Seattle New York 6:45pm Tue. Anchorage Thu. Sat Ch cago York 7:20pm Daily Honolulu ex.cep1 Los Angeles Tue. Minneapolis/ St Paul 9:30pm Daily Honolulu San Francisco Los Angeles Pl~ 5e"l1Ce ID Bosl.C.. wrn.,.,.;Gainald.ai Se --r~. E__. rear-) Ala""1.. ~ 0e