LOS.CAL TUAABER COAAPANY TV to Spearhead Masonife Campaign

Masonite Corporation, which is spending more than $1,000,000 on its advertising program this year, will spearhead its fall campaign with a full network 2l-spot series on the NBC Tonight Show, starting Sept. 20. The show will be emceed starting Oct. 1 by Johnny Carson.

The series will stress Peg-Board but also will include the company's lines of siding, woodgrained Royalcote paneling and industrial applications.

This is Masonite Corporation's second television network series within the year, the first having been when Jack Paar was the emcee of The Tonight Show. In that l3-spot series, M,asonite successfully launched its factory-finished Royalcote woodgrain line, with excellent support from dealers who used company-supplied banners and other sales promotion aids for local tie-ins.

James H. Hurley, director of advertising and sales promotion, said dealer participation will be an important phase of the Carson sholv campaign as a means of getting the full impact of the commercials at the nation's retail lumber and building materials marketing outlets.

Participating dealers will receive a special Peg-Board panel and instructions for using it to attract customers' atterrtion to the Masonite line of hardboards. Awards will be offered to wholesalers' salesmen for their efforts in getting dealer participation in the prog'ram, Hurley said.

Among the sales aids being prepared for The Tonight series are brochures, banners, a point-of-purchase display, ad mats, television and radio scripts.

In addition to the NBC network television schedule, Masonite will bolster its fall campaign in Better Homes & Gardens, House & Garden, House Beautiful, Popular Science and Popu- lar Mechanics. Extensive advertising schedules also will be carried in the trade press.

Radio, television and the r.rational farm journals were used successfully this summer in a $100,000 campaign to introduce new Farm-X, a wall panel for surfacing farm buildings, in key rural market areas.

In all media, t,he com;iany is stressing the importance of brand name products and identifying "Your local lumber dealer" as the source for building material needs and services. Dealers.

Hurley said, are being urged to tie in with the company's national advertising by promoting their yards with local advertising and in-store promotions as the place to buy nationally advertised Masonite br,and products.

Termites, the wood-destroying insects dreaded by homeowners, cannot digest the rvood they consume. Tiny one-celled animals, protozoa of the infusorian class. live inside the insects and digest the wood which no higher animal is able to do. This mutual dependence of two animals is called symbiosis, and without the infusorians, the termites would die.

Just in time for the summer vacation season, the U. S. Forest Service has issued a booklet on camping in the 154 National Forests to give people information on some of the places to go and what to expect. "Camping" outlines all the pleasures of outdoor living in the heart of America's most breathtaking scenery. A copy of the booklet may be obtained from the Forest Service, U. S. Department of Agriculture, Washington 25. D. C.