Producers and Wholesalers ol

lize the theme of the promotion. These include coffee tables, occasional tables, dining tables and a sofa platform in which fir plywood is used in combination with rich finish surfaces like tile, cork and marbleized plastic.

Tlre second shows plans for a handsome patio dining table, a practical modern outdoor garden storage unit for suburban homes and patio lounging furniture. The third includes a fresh ner,v design for storage under a sloping ceiling, a plan for a handsome modern unit wall storage project, and a compact cooking center with built-in range and oven units.

Based on Research

Based on recent psychological research pentrb.ting buying motivations and basic customer appeals, the campaign is slanted to the woman's angle. First, the advertising sells the concept that it's more fun to "do-it-together." Secondly, it sells the beauty and design of the finished product.

The campaign kicks off with the series of commercials on NBC-TV's "HOME" running through the end of June. Commercials are integrated by Arlene Francis right into the show, and she'll actually display the things the audience can build.

The TV advertising is backed by full pages in Saturday Evening Post, Better Homes and Gardens, American Home, Family Circle, Woman's Day and Town Journal. The ads begin in May and run through August. During the same period, half-page color ads are scheduled for This Week, Parade and American Weekly, the nation's three big national Sunday supplements. The advertising will make a theoretical figure ol 30I,259,510 impressions.

A1l the advertising directs prospects right into their local retail luniber dealer's yard for plans and plywood. Thc campaign is so much bigger in scope than anything the association has previously attempted that concrete results are expected to show up in retail sales of fir plywood almost immediately.

Winton Lumber Sqles to Open New Downey Disrribution Yqrd

Winton Lumber Wholesale Distributors, Inc. will open a new u'holesale concentration yard at 8713 Cleta St. in Downey, May 21, according to Dale Starling, manager of the ne'iv Southern California firm. A full line of kiln-dried Ponderosa and Sugar Pine, Douglas Fir, White Fir, Redwood, Cedar, Engelmann Spruce, Hemlock, cut-to-length mouldings, crating and plywoods will be carried in inventory for retail lumber dealers, sash and door manufacturers and industrials, Starling declared. Finish sheds and a new office building are now being completed on the four-acre yard, which is located one-half mile south of Firestone Boulevard off of Lakewood Boulevard in the eastside industrial area of Los Angeles.

Dale Starling is a veteran Los Angeles lumberman, former sales manager for the Mount Whitney Lumber Co., a division of the Harbor Box and Lumber Co., and is well known throughout Southland civic and social circles. He has appointed three well-known salesmen to cover Southern California and Arizona. Bob Crotty and Edward B. Kane will cover the territory and office sales, Starling said.

"The usual good service and quality products of Winton