A theory for the rise of a plume in a horizontal wind is proposed in which it is assumed that, for some distance downwind of a high stack, the effects of atmospheric turbulence may be ignored in comparison with the effects of turbulence generated by the plume. The theory, an extension of the local similarity ideas used by Morton, Taylor, and Turner,1 has two empirical parameters which measure the rate that surrounding fluid is entrained into the plume. Laboratory measurements of buoyant plume motion in laminar unstratified cross flow are used to estimate the empirical parameters. Using this determination of the parameters in the theory, the trajectories of atmospheric plumes may be predicted. To make such a prediction, the observed wind velocity and temperature as functions of altitude, and flow conditions at the stack orifice, are used in numerically integrating the equations. The resulting trajectories are compared with photographs, made by Leavitt, et al.,2 of TVA, of plumes from 500 to 600 ft high stacks. Within 10 stack heights downwind of the stack, the root mean square discrepancy between the observed height of the trajectory above ground level and the theoretical value is 14%, which is about the uncertainty in the observed height. The maximum plume rise within the field of observation is within 15% of that predicted by the present theory.