EDITORIAL

Better late than never

I f THE start of this decade the wood inA4us11y perceived its problems as ones of production and supply: how can we manufacture enough wood products to meetthe demand? Can we possibly buy enough timber to feed the mills? Few indeed were the voices warning the industry to pay more attention to sales and marketing and less to production and supply. But then, wood was going through the pipelines as if there were no tomorrow. It seemed too good to be true. It turned out to be exactly that: too good to be true. And then tomorrow arrived.

What followed was the worst period for the wood products industry since the 1930s. As the smoke cleared, it became apparent that an industry historically production-oriented was either going to embrace vigorous marketing of its products orlosemoreof wood's markets tocompeting products.

The changes did not come easily nor did they come quickly. The wood products industry still has a long way to go before it can be considered a peer to other American industries in terms of sales and marketing. The important point,

DAVID CUTLER publisher

though, is that they have started. It appears a true beginning, unlike past false starts and on and off again fits and bursts of enthusiasm for modern marketing.

It is none too soon. Many markets have been lost, some perhaps forever, to other materials and systems. The battle to maint'in and regain markets will be exciting to watch. One effort that shows great promise is the Western Wood Products Association's proposed Impeos program. It is expected to be launched full force next year, pending anticipated final approval by the membership. Basically, the plan seeks to build new demand on top of that projected. By the fifth year of Impetus, WWPA hopes to have created an additional2.5 billion board feet in new demand for its members'products.

One of the oldest lines in business is that nothing happens until someone makes a sale. Now this industry is actively trying to make it happen, rather than reacting to housing initiatives. To an industry Jinally ready to aggressively market its products we say hurrah. Go for it!

More and more pq.oplq are using redwood rustic siding. Because rustic sidingis more economical than premirim redwood grades. Yet itstill has the warm, rich look that only comes from redwood.It resists"insects and decay. Andit ages well, with or without a finish.

Redwood. rustic siding is a practical, aesthetic addition to almost any exterior. And we've got plenty of it-.

Our Ft. Bragg mill is oneof the largest redwood and fir suppliers in the coun[1r Andwith hundreds of distribution centers nationwide, vou can order the amount you want and get it quick.

So for redwood, or fir,. come to us. We're Georgia-Pacific. And we've got all the rustic siding you need.