EDITORIAL

Preach and publish. Or perish

It was a classic scene as the old man picked through the retailer's bin of studs.

"Why, when I was your age," he told the clerk, "we never had lumber as poor as this...you could hardly have sold it."

The clerk's response was something less than excellence in selling: "If you think this is poor, wait till you see our economy."

The exchange demonstrates a troubling industry problem: a public perception of low quality products and high prices. Whether right or wrong, the negative image seems to be firmly stuck in many minds. What needs to be done is obvious; how to do it is the tough part.

Historically, our industry has lagged in communicating a positive industry image while convincing the public that our products are well worth the money. The resulting damage inflicted upon us by the environmental movement is ample proof, if any were needed, that our communication skills need help. While companies and industry associations have intermittently tackled tlrc job, it remains a task uncompleted. If any reader doubts that, please refer to the first paragraph.

Wood product prices rise and fall, but the public seems to remember only the high prices. Certainly, substantial price drops in the fint half of this year have made our products more affordable than they've been for years.

The question of lumber quality is more involved. As the resource has changed, the products made from it have reflected a new reality. Within and without the industry, these differences have induced a sense that quality is declining. Whatever the arguments, our industry faces a major challenge to correct any misconceptions.

On price, quality and product questions, we have many positive points to communicate. But the industry also needs to do a more effective job in customer education and employee training. The need to tell our message and sell our message to various audiences has never been greater.