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When True Value retailers assemble in Orlando, Fla., Feb. 20 to 22, the Chicago-based co-op will invite retailers to audition for its television campaigns. 

According to Chris Taylor, True Value's director of communications, the one-day-only open auditions for camera-friendly retailers will be among the highlights of the co-op's market event. The retailers selected will play roles in the co-op's national advertising campaign in 2012.

Philadelphia -- True Value Co. CEO Lyle Heidemann presented some positive numbers during the co-op's Fall Market general session, as he encouraged members to remain visible to their customers.

Speaking here Friday morning at the Pennsylvania Convention Center, site of the company's fall market, Heidemann pointed to positive recent sales gains across the co-op. Since the third week of May -- a starting point selected because it was the beginning of this year's delayed spring -- retail sales are up 4.3% at True Value, with every department positive, he said.

Orlando, Fla. -- Record attendance, international growth and an overhaul of Vision 21 were just some of the topics covered during the morning merchandising and consumer marketing presentation at the 2010 Ace Fall Convention Oct. 28. 

The event, held at the Orange County Convention Center, saw an increase of more than 600 members in attendance over the 2009 Fall Convention, the company said. Total attendance, including vendors and dealers, approximated 14,000.