Ila,ret EDITORIAL

An Industry Comes of Age

HE PLACE WAS Hawaii and the occasion was the 7th annual meeting of the Economic Council of the Forest Products Industry, with a mighty assist from the executive committee of Wood Marketing, Inc. and its directors.

All sections of the country, practically all commercial species, manufacturers, wholesalers and re' tailers were represented among the approximately 75 delegates in attendance. The maturity of the thinking became apparent on the first day of the mid-January meet when the group determined to discuss in detail: (l) raw material supplies for the future, (2) industry organizations, and (3) mar'keting.

Courage and wisdom were exhibited increasingly over the next three days of the meeting and reached a peak in the WMI meeting which followed. The Economic Council not only made recommendations, but they set up machinery to carry them out. Let's look.

( I ) An industry task force of senior executives of pulp, paper, lumber and wood products companies will be formed to explore the feasibility of establishing a means through which industry organizations concerned with forestry and raw materials can establish a total forest industry legislative and public information program. In eftect this means one industry voice in the legislative and educational field.. Brauo!

(2) Another task force will be set up to review,' revise and recommend specific actions relative to the interorganizational operating re' lationships between associations and organi' zations within the industry. In efiect-better communications up and down the line. Braao !

(ll) The task force set uP in number two will also concern itself with coordination of in' dustry promotional programs to channel support of a more effective national effort. Brauo!

The effect of these discussions brought clearly in focus the vital necessity for the industry to co' operate for the good of the whole. We admire the coura.ge evidenced in facing this fact by all in attendanceo and finally we respect their wisdom in appointing a three man coordinating committee to assure the implementation of their recommendations. Something will be done in these vital areas, soon' by men of courage, wisdom and good will.

But this isn't all the story. Not by a long shot. The executive committee of Wood Marketing, Inc. had a meeting one afternoon, and called a directors meeting the next day. Results? And how!

Industry principals in attendance not only agreed that WMI could not do an effective job for less than $2 million a year for 3 years, but they voted active, actual, solid casA support in the amount of $7 million for a three year commitment. Courage? A magnificent display! Kudos to the leadership!

And wisdom? Plainly in evidence.

Instead of instant commitment to the o'Caravan" concept, a compromise was reached whereby a simulated caravan mock-up will be tried in one area, and an all-out advertising saturation program in another. Presumedly the best concept will win for an over-all commitment, or maybe it will be a combination. In any event, the case for one or the other will be proven to even the most rabid dissenters.

And one more thing that pleased us rnightily. There was complete awareness of the necessity for local level promotion [iroups if any program is to succeed. Funds and support for such groups will be built into any program finally adopted.

Has the irtdustry come of age? It certainly looks like it.