The Future of Wood

Future of Wood

The latest Martin Journal (Vol 8. p. 58) has an interesting article called The Future of Wood.

https://www.martinguitar.com/about/martin-journal/

It’s a soft-message article about sustainable forest management and sustainable tonewoods.

It’s such a soft message I’m not sure what the take home message is supposed to be.

I wonder how many guitar company stalls at the recent NAMM show had the word “sustainable” on display?

From my watching on social media the NAMM message was the same as usual – “come and see my new exotic, glamorous guitars!”

I didn’t see any presentation or review that mentioned “sustainable”.

Martin’s sentiments are similar—the company has a lot riding on the hope that the tonewoods they’ve built their business around [ebony, rosewood, mahogany] will still be around in another 185 years and that consumers will embrace alternative woods as well.

“We are a six-generation family business,” Davis-Wallen says. “We are going to try to do everything that we can to continue to go on, but we need help from consumers.”

So far I think the message has been so soft it isn’t even getting on the radar let alone getting any response from consumers.

The message needs to be laser sharp and LOUD…..to the point of being irritating.

Message to CF Martin – keep up the good work……BUT TURN UP THE VOLUME!!

Happy reading!

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