Here is a comprehensive look at how dealers in the West successfully push Christmas sales

(r OOD CHRISTMAS season business reV sults from skillful application of many merchandising principles and not the least of these is carefully programmed advertising to utilize every possible asset in one's favor.

The surest procedure is to be certain that one's Christmas program omits none of the possible appeals which can assure a successful and profitable merchandising efiort.

Here are a number of outstanding ideas used by building supply dealers during last year's Christmas business season. Each has been selected to feature one or more such ideas which can be used with equal success by every reader of these Pages.

Downer Lumber Co., San tose, Calil., featured t'Christmas Gift Houses," in a three column layout ofiering four desigrrs at prices from $51.75 to $99.76, in as many boxes atop the advertisement. The space below was devoted to building materials most adaptable to holiday building ventures of customers.

A & M Building Supply Corp., Poriland,, Ore.,held, an annual gift sale and used two column eight-inch advertisements presenting items such as storm doors and windows, mahogany doors, locks and similar materials.

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Wide ranging survey of dealers all across the West is jammed with Christmas promotion ideas that have been used successfully by them. Both large and small dealers were checked to bring you the biggest variety of merchandising ideas.

Thrilt Buiklers Supply, Phoenix, Ariz., carried its holiday suggestion advertising in four-column, three-quarter-page layouts, captioned, "Holiday SpecialsHeadquarters for Fix-Up FamiliesLayaway Now for Christmas."

Featured in a prominent spot atop each ad were two logos of bank credit cards with which the firm was affiliated. Atty building supply dealer having such a credit arrangement should use it in every such layout as they can bring in business which mav not otherwise be secured.

Eoeritt Lumber Co., Colorad,o Springs, Coln., in a three-column layout simulating a Christmas ornament with suggestions inside the ornament pattern captioned this particular advertisement: "Gifts for the Entire Family." Featured were basketball backboards, electric drills, bowling alley sections, ping pong tables, dog houses, plate glass mirrors and storm doors.

Hornart Build,ing Center, Portland, Ore., presented an end-of-year sale during the holiday season with five-column half-page layout made easy to spot with the top captions in white on black. The right side presented suggestions in a long box bor-