New Ad-tlcrt Service Avqiloble to Retcril Ycrrds

Among the tl.rousands of new arrivals to the "Golden State" recently u'as "Lanky Planky." Like most '49ersas well as '56ers-the lumber-trade character, Lanky Planky, came here to better himself just like YOU want to sell more luml>er and building supplies and make more take-home profits.

"Thar's Goid in them thar Hills" was the slogan in'49. Only one 'n'ord of that slogan has been changed in 107 years. Today, "Thar's Gold in them thar Homes" is what every main street or shopping center merchant and every ma:rufacturer is planning and panning for in every advertising, display and selling effort.

Lanky Planky hopes to help Mr. Lumber Merchant to increase his fair share of this "Home Gold," and to capitalize fully on the impact of the national advertising and edilorial publicity that is pre-selling Operation Home fmprovement to a rnulti-billion dollar market.

In a career of over ten years in helping lumber merchants in rnost of the other 47 United States and Canada, Lanky Plarrky has learnecl one very important fact. The age of the "Go-Getter" is past. This is the age of the "Go-Giver."

So, first of all, Lanky Planky attended a series of conferences u'ith Jack Pomeroy, executive vice-president of the L. n{. A. Jack stopped, looked and listenedand then investigated carefully. This resulted ir-r a mailing of a month's sample Lanky Planky Ad-Service with an introduciory letter to all L. M. A. members.

This service gives dealers a {resh monthly series of livelv, illustrated ads designed to save their time, to get more readers, and to create more sales. You can have from six to 10 nerv ad-layouts for each month of the year with mats to reproduce them in your favorite paper. To attract attention, the ads have timely, provocative, handlettered headings, dramatized by drawings of your lumber

During 1956 homeownerr throughoul Anerico will be "Fixing uy''lheir home:, moking them more bequliful . . . more comfo*qblet Ihe Federql Government qnd privote entorPris qrs teoming up undgf the bonner "Operolion Home lmplovam€nt'' to help homsowncrr improve their homer. So rce ur qnd lcl ur help u and building products and your custorners rrsing them ancl enj,:rying their bencfits.

The r.IriANc introduced "Lanky Plonky" to its desler members wirh rhis disploy ot the April convention.

We furnish only notionolly known bronds of highe:t quolity ot moderolc prices.

In the body of the ads, the particular story dealers n'ant to tellthat follor'vs naturally from the headline topic - is irersuasively stated in distinctive typography. Finally, the signature of vour lumber yard is emphasized n'ith a cleverly designed name plate to your individual taste.

These Lanky Planky ads are said to boost the "urge to bry." They have plenty of eye-appeal, wl-rich is next to buy-appeal. If the dealer wants to feature products other than those shown in the ad-layouts, or if he rvants to increase the size of an ad, he is furnished rvith a comprehensive mat library of 425 up-to-date illustrations of home, patio, and garden products, tools, insulation roofing, departmental spots, etc.

The genial, smiling face and dirninutive figure of Lanky Planky in various puckish poses gives style identity, indi(Continued on Page 76)