10.5x14". 16 pages. Contents covers all aspects of Roy Rogers merchandise including: His Western Brand/1954 retail sales figures/lists of TV stations where advertised/bw photos of a large variety of available merchandise/proven retail promotions in stores with store contests. The last six pages are devoted to mock-up ads for newspapers and other publications. Horizontal centerfold. Handling creases. 2" split at spine center. Book remains intact with bright red accents to bw illustrations and photos. Interesting and a valuable reference to a collector. Fine.