SMA PLT HAS HIS OWN THOUGHTS ON RWY IN USE SELECTION CRITERION AND BECOMES INVOLVED WITH OPPOSITE DIRECTION LNDG TFC DURING HIS ATTEMPT TO LAND; ON OCCUPIED RWY.

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WHEN NEARING C35 (REEDSBURG; WI) TO LAND; ENTRY TO A RWY 18 UPWIND WAS MADE FLYING OVER FBO HANGAR TO OBSERVE WINDSOCK (WIND NW-W-SW; VARIABLE). UNICOM WAS 'FAVORING' RWY 18. THE WIND SOCK DID NOT FAVOR RWY 18 OR RWY 36. INITIALLY A CALL TO LAND WAS GIVEN 8 MI NNW. AFTER ENTERING 18 UPWING AN SMA RPTED 5.3 SE; ACFT Y. I SUSPECTED A CONFLICT ON THE DOWNWIND RWY 18 SO I REPLIED I WOULD EXTEND TO THE S. ANOTHER SMA Z RPTED HE WAS ENTERING DOWNWIND RWY 18 BUT AS I PROCEEDED S THE BLUE AND WHITE Z CROSSED IN FRONT OF ME; ACFT Z. I CONTINUED S. THE 2 SMA'S CONTINUED DOWNWIND RWY 18; I BELIEVE. I HEARD ACFT X RPT FINAL BUT DID NOT HEAR THE BLUE AND WHITE Z RPT. MEANWHILE I HAD TURNED XWIND AND DECIDED TO ABORT LAND RWY 18 AND CHANGE TO RWY 36; WINDS WERE FAVORABLE AND I WAS NOW 4 MI S C35. I PROCEEDED TO TURN FINAL AND RPTED FINAL RWY 18 AT 2 MI FROM ARPT. I ALSO HEARD AN SMA RPT CLR RWY 18 AT THIS POINT. I CONTINUED. AT 1 MI I SPOTTED ACFT Y ABOUT 7/8 DOWN (S RWY 18). AT ABOUT THE END OF THE RWY HE SPOTTED ME. HE WAS STILL ON THE RWY MOVING. I YIELDED BY LEVELING OFF; TURNING L AND FLYING A L PATTERN TO RWY 18 AND LNDG. I WAS AT 600 AGL WHEN I LEVELED. THE 18/36 RWY IS ABOUT 5000 FT. ON LNDG THE PLT (I THINK) OF ACFT Y WAS UPSET; AN APOLOGY FOR INADVERTENTLY RPTING FINAL RWY 18 INSTEAD OF FINAL RWY 36 DID NOT SATISFY HIM. I FEEL THERE ARE SEVERAL CONTRIBUTING FACTORS: 1) BLUE AND WHITE SMA Z WAS DIFFICULT TO FOLLOW BECAUSE OF POS RPTS. 2) ALTHOUGH AIRPLANE TFC AT C35 WAS LIGHT (3 ACFT) 122.8 COM WAS HVY; MANY RPTS WERE 'STEPPED ON.' FOR EXAMPLE: BARABOO; WINONA; WATERTOWN AND REEDSBURG WERE ACTIVE 122.8. 3) PLT OF ACFT Y FELT THAT RWY 18 WAS ONLY ACTIVE RWY I BELIEVE; AND THAT OTHER RWYS SHOULD NOT BE USED. THIS IS AN UNCTLED FIELD. 4) UNICOM RPT OF FAVORING RWY 18 WAS PROBABLY INCORRECT; WINDS ACTUALLY FAVORED RWY 25. UNICOM PERSONNEL ARE NOT ALWAYS AVIATION ALERT. THE WIND SOCK ON THE FBO HANGAR IS USUALLY MORE ACCURATE; THE WIND INDICATOR AT MIDFIELD IS NOT ALWAYS USEFUL (SNOW; ICE; ETC). ON DEP THAT DAY AT ABOUT XA30 PM LCL TIME; AN SMT HAD SIMILAR PROBS ON 122.8 COMS. HIS REPLY WAS 'YOU WERE STEPPED ON BUT I THINK I HEARD 18.' I BELIEVE THAT THESE FACTORS CONTRIBUTED TO THE DISTR THAT CAUSED A RPT OF FINAL RWY 18 INSTEAD OF FINAL RWY 36; A SUGGESTION OF A MORE DISCRETE FREQ MIGHT HELP.