Abstract: A multi-shelved collapsible display assembly having an array of light weight shelves spaced longitudinally along the length of a standard comprising a lineally segmented pole structure. The standard passes through holes formed in the shelves and segments of the standard include end projections seating within sockets formed in adjacent segments, so that the shelves are accommodated within annular slots and the weight of the assembly is carried primarily by the segmented standard rather than bearing upon the light weight shelves. A cylindrical advertising display card extends between the base of the assembly and the lowermost shelf, thereby providing added structural stability.