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Theme: Trucks.

Traffic in Manhattan is 50% cabs, 40% trucks and 10% other. Give or take 20%. We will do a field survey later on. But you will be dodging lots of trucks in amongst everything else.

There are several categories these trucks could be put in — big, little, specialized, familiar (Coffee Distributing Corp., M. Slavin and Sons -- maybe you don't know the names, but you'd remember seeing the truck around) — the above would be under "nice side graphics."

Fig. 1 shows an appropriately "Innovative Packaging" trompe-l'oeil graphic of boxes and paper rolls on the back trailer door. Fig. 2 is a nice Steelcase tractor trailer parked in front of what may be a local warehouse in west midtown — we saw it near there again afterwards. With Fig. 3, one wonders how they set the rates for these ads — is it different for a truck that goes across country vs. a local delivery truck?