BWI News Archives. Here you'll find "old" BWI news that's still worth reading. SAFETY BOARD EXEC SAYS MANDATORY PFD WEAR NOT DECIDED Though the National Transportation Safety Board remains undecided about mandatory wear of lifevests for adult recreational boaters while underway, its vice chairman, Mark Rosenker, says his experiences as a boater himself proves otherwise. He provided insights to the debate and federal process during BWI's Newsmaker forum during the Ft. Lauderdale Boat Show on October 29. A Major General in the Air Force Reserve and a former White House official, Rosenker offered a high-energy presentation attended by writers and members of the industry. Rosenker told the story of a friend without a PFD who fell off a sailboat, watched it sail away, then treaded water for eight hours before being rescued. The average boater wouldn't have made it, he cautions. Citing another example, a non-PFD-wearing coach of a crew team fell in the water from a chase boat and died, probably from shock, even though he was recovered quickly. He also asked Marlin Bree, who had just received the West Marine Writer's Award (see related story), if he could have put on a PFD during an encounter with a deadly storm and received an emphatic negative reply. Rosenker's point: having lifevests available and nearby often isn't precaution enough when trouble strikes. The NTSB has its work cut out. During a public forum conducted last summer, nearly every sector of the recreational boating community - consumers, boat builders and dealers, and life jacket manufacturers - expressed strong opposition to a governmental mandate or failed to embrace mandatory wearing of PFDs while underway. And these are people who understand the fact that, of the approximately 700 boating fatalities each year, about 400 are drownings in which the victim was not wearing a life jacket. Rosenker says the agency is willing to give interested parties more time to come up with ideas or products to address the problem. But he points to the NTSB's "Most Wanted" list of safety improvements that include mandatory education of boat operators, required use of PFDs for children (below 13 years old) in all states, and mandatory safety instruction for personal watercraft renters. These are all high-visibility issues at NTSB and will not quietly disappear. The agency views as unfinished business the first two of these desired improvements. There are only six states that do not require children to wear PFDs (VA, WI, IA, MN, WY, NM plus the U.S. Virgin Islands). Making the argument that all states require kids to wear seat belts in cars, Rosenker says those that don't require PFD wearing by children are out of step and inconsistent with the others. He indicates getting those last six states to act as NTSB wishes is just a matter of time. Thirty-three states require mandatory education for boat operators. Since the boating industry has essentially dropped its opposition, mandatory education is now free to spread to all states, he feels. A concern Rosenker has that isn't on the NTSB list comes from his knowledge of small boats, particularly those with solo operators. He points to his friend on the sailboat and reminds people are dying, but not on 65-footers. He feels small vessel single operators are at high risk meriting some form of initiative, possibly regulation. In a question and answer session, Rosenker said that boaters may not have the experience, education or common sense to understand the risks of not wearing PFDs. It's hoped mandatory education will provide some of the necessary training so voluntary wear spreads. Rosenker feels PFD manufacturers are doing a good job educating the public and introducing new versions of PFDs, including automatic inflating ones. He thinks technology will continue making PFDs more inviting and easy to wear. Questioned about how long NTSB will wait to before advancing a PFD regulation, Rosenker says there's no timetable. If gains in education show up in improving safety statistics, he says a mandatory proposal could fade away. Writers Offer Ideas To Improve Boating Experience "Stop the Bleeding - The Media's Role in the Debate" was the subject of the BWI "Newsmaker" forum meeting at the 2004 Miami Boat Show. Richard Strickler, executive vice president with GE Commercial Distribution Finance, explained why he has challenged the industry calling for action to stem the decline in boating participation that has occurred over the past 15 years. The BWI forum was held to alert the media to these issues and provide an opportunity for input. Richard Strickler (l.) of GE Commercial Finance is introduced at the Miami BWI Annual Meeting by Michael Sciulla. Strickler, whose focus in the industry has been marine finance -- particularly inventory loans -- for the past 35 years, said his dealer council identified loss of new boat sales as their top concern last fall and urged action. Strickler agreed that while statistics show spending on boating has increased over time, it is because of boats getting larger, being better outfitted and rising in price due to inflation. Meanwhile, unit sales have continued eroding. His dealers said GE was in a good position to bring the affected parties together since it already did business with them and the marine manufacturers and had a non-threatening role in those relationships. In a first meeting, Strickler teamed with NMMA to bring major engine and boat builders together, representing 70 percent of product sales in the U.S., with representatives from retail groups. Participants identified three areas of attention: Marketing … including looking at what the recreation vehicle industry has accomplished with its "GoRVing" campaign with an eye to creating a similar promotion for boating; Quality … how to improve boating products from raw materials through finished goods; Statistics … Improving and making more timely research detailing the boating consumer and sales data and trends. BWI president Michael Sciulla opened the discussion to the audience asking why the boating community should expect this latest effort to result in any real advances when similar efforts in the past have produced only incremental change. Strickler responded that the process has only been working a few months and that there are no current answers. But he did encourage media to become involved and said its views should be considered. Sciulla agreed, saying, "We should be a part of this debate and should communicate these issues and concerns to our readers, both trade and consumer. It's not enough to have the manufacturer and retail industry define this debate. This affects us all and we all should have a role," he said. The program was then opened to the audience with the following offering comments. Elizabeth McCarthy of Boat & Motor Dealer magazine suggested the core challenge was resolving warranty differences between manufacturers and dealers … until there is adequate compensation paid to dealers for fixing problem products, she feels there will be no real progress. Dean Clarke of World Publications agreed, urging both manufacturers and dealers to drop their adversarial relationships in favor of providing good service to boat owners. He said boaters know boating is a pain to enjoy, but fortunately, enough of them are willing to endure it. Freelancer Chuck Husick said promotional messages must get beyond the current boating enthusiasts for the industry to grow, and he pointed to younger adults and children as good audiences. A former boat builder, he admitted that dealer and boat builder relationships are often tenuous. Kevin Falvey of Boating encouraged colleagues to distinguish between boating perception and reality. There are many advances being made in boat engines and electronics, but the most satisfied boaters are those who are willing to learn the skills and understand it takes time to fully enjoy their investments. Don't equate the boating experience to driving a car, Falvey says, or the buyer will be disappointed. Scott Croft of BoatUS Magazine, said publications need to examine the "look" they present and better understand boating demographics. Women should be shown at the helm, for example, and not always as decorations for covers. Similarly, try to find ways to involve broader and growing ethnic groups in editorial, he adds. Freelancer Louisa Rudeen reminded that the industry is working to improve products and cited the manufacturers Consumer Satisfaction Index (CSI) efforts. She also pointed to the industry's "Discover Boating" efforts which seek to engage newcomers and women through promotional efforts. Tim Sayles, editor of Chesapeake Bay magazine, offered that it isn't his responsibility to find new boaters, but to serve his readers. His view is that many publications are doing a good job at this and shouldn't be denigrated for doing so. Publicist Bill AuCoin revisited the idea of teaching youngsters how to go boating and said participation erosion is similar to that in hunting where the sport isn't passed on from the older generation. Many believe the industry's focus is on stealing market share from competitors, not addressing core problems. Betsy Haggerty, editor of Offshore magazine, said her group participated with the state marine trade association to stage a Discover Boating "Free Boating Day." They took a number of inner city kids out on the water, but wondered if it would be a solitary experience without some way to follow up. MotorBoating editor Dan Fales encouraged the working group to interview those who are leaving boating to determine why then use that information to address concerns and stem their exodus. Freelancer Darrell Taylor pointed to the need for increased boating safety instruction that would help owners better enjoy their boats and reduce the number of problem boaters that disrupt fun on the water. Communications guru Susan Wendt cautioned boating promoters to be prepared to follow up with prospects. It's not enough to get people excited about boating, rather there needs to be a process -- a person -- in place to guide them to the right product, how to buy and learn. For those who care to join the debate, send comments to info@bwi.org and they will be added to these. Boating Media Invited To Spread Debate On Oceans David Rockefeller, Jr., a member of the private Pew Oceans Commission as well as a seasoned bluewater sailor and ocean racer, argued the case for fundamental changes in ocean policy needed to protect and restore the marine ecosystem during Boating Writers International's annual Newsmaker Event at the Ft. Lauderdale Boat Show on October 31, 2003. The Pew report, entitled "America's Living Oceans: Charting a Course for Sea Change," is the result of a three-year, nationwide study of the oceans, the first of its kind in more than 30 years. Its premise: Overfishing at sea, over-development along the coasts, and increasing pollution from cities and fields are leading to decline of ocean wildlife and the collapse of ocean ecosystems. David Rockefeller (c.) of the Pew Ocean Commission at the Ft. Lauderdale "Newsmaker" event with Sport Fishing magazine Editor Dean Clarke (l.) and BWI president Michael Sciulla. Rockefeller opened remarks by citing headlines from around the world that point to the stress or destruction of marine environments and the fish and other creatures that rely on them. He suggested there is trouble brewing beneath the ocean's surface, but those who travel above the waterline are largely unaware of it or feel incapable of helping reverse the decline. But his message to the boating writing community was mostly upbeat, pointing to ocean resiliency and that there is time to correct past mistakes and errant policy. Rockefeller sees recreational boat owners and anglers on the positive side of the equation, many who could be termed environmentalists, and encouraged writers to appeal to them and enlist their support. Correcting the decline of the oceans will take three primary actions, Rockefeller believes: educating people about the problem; identifying common cause and "centrist" solutions; and then getting the enlightened citizenry to make their views known to government entities that shape ocean policies. On-water recreationists are an ideal target for information and action, he said, identifying two privately-funded groups he is helping form to facilitate information flow and grass roots lobbying, "Sailors for the Sea," and "The Center for Sea Change." Widening the oceans support net doesn't stop on the high seas, Rockefeller adds. Near- and on-shore enthusiasts have stakes in healthy oceans, clean water and vibrant fish stocks. He said that the surfboarding community has already offered to support the Commission's work and enlist member involvement. Coastal recreational property owners, including marina and slip owners, have an obvious stake. Rockefeller asked the journalists and marine industry to identify issues boat owners and anglers will care about most and suggest ways they can be drawn to the cause. Where sportfishing fits in BWI past president and Sport Fishing magazine executive editor Dean Clarke followed Rockefeller with a view of the Commission's work from the sportfishing perspective. Clarke doesn't feel the oceans are in "crisis," and sees 65 to 75 percent of recreational fishing stocks in good health. Those stocks that have been decimated or severely injured are most often the result of overfishing by the commercial sector. In the U.S., much of the problem has been addressed by regulations that are followed by the domestic fishing fleet; not so offshore, he adds, with few foreign interests following international fishing rules. So, he feels a significant improvement would be global stringent enforcement efforts and the banning of "non-selective" fishing gear that stresses fish populations and ocean floors. Clarke points to general pollution issues having a greater impact on ocean health and water quality than does fishing and boating. Sewage treatment, agricultural methods (on land and aquaculture), and runoff are areas where a continuing clean up will have more positive results. He feels marine protected areas should be evaluated to see which ones are working and how well before more are added. In some cases, keeping anglers, divers and others away makes sense, he says, but they can greatly inconvenience many on the water and harm or ruin legitimate businesses serving them. Questions were advanced following the presentations. Rockefeller was asked if there was a single overarching issue that stresses the oceans? It's the presumption of whoever gets to the resource first and claiming it as their own instead of considering it a common resource. What can the average boat owner -- 80+ percent owning power boats -- do to help restore the oceans? Both Clarke and Rockefeller agree boat owners and anglers get a bum rap being labeled as part of the problem. Rockefeller suggests they take a wider pollution view, such as cutting back on lawn fertilizers that run off or always using pumpouts in enclosed water areas. How does Rockefeller view the "greener" groups such as Bluewater Network, that tend to polarize water users? He plans to approach issues and solutions from a centrist perspective and try to find the middle ground. There will be disagreements, and these will need to be addressed fairly. Is the Pew Commission report and recommendations based more on science or junk science? There is adequate science, Rockefeller believes, and says no one will listen or act unless there is supportable science. In Commission town meetings around the country, was there a common theme? Beyond general concern for better fish stocks and clean water, participants said small family commercial fishing businesses should be protected in favor of their giant competitors. What would Rockefeller do with a $50 million grant? Invest in more science to see how the complex ocean ecosystems work and are impacted by stresses, study current protective measures to determine which work best, beef up ocean enforcement and educational efforts. The Pew Oceans Commission was funded by a grant from the Pew Charitable Trust, which supports nonprofit activities in the areas of culture, education, the environment, health and human services, public policy, and religion. Additional funding was provided by the David and Lucile Packard Foundation, the Rockefeller Brothers Fund, and Oxford Foundation. "America’s Living Oceans" can be downloaded at www.pewoceans.org. Manatees Top Issue At 2003 Miami Boat Show By Betsy Clayton, The News-Press, Fort Myers, FL The manatee-boater debate boosted its profile Friday February 14, 2003 when issue stakeholders discussed the controversy at the world's largest boat show. Only a few feet from the front door of the Miami International Boat Show, a panel talked about the effects sea-cow protection could have on boaters, 150,000 of whom are expected to attend the six-day show. Friday's meeting thrust into the national spotlight issues related to the marine mammal's protection, boaters' access, waterfront property owners' rights and the marine industry's future. It was the first time in several years that an environmental issue took center stage at the annual meeting of Boating Writers International, a 500-member group of media and marine industry representatives that sponsored the panel. "The manatee issue has pitted boaters against environmental groups, with government agencies taking an uneasy referee position," said Michael Verdon, the group's president. The issue is no longer local, he said. "New laws relating to manatee management not only impact the marine industry and thousands of Florida boaters, but point to larger concerns like access to the water and waterfront development around the country,' Verdon said. The Pacific Northwest has the spotted owl and the salmon, and Florida has the manatee, said panelist Jim Kalvin, a Naples resident and founder of the boaters' group Standing Watch. Other panelists included Rodney Barreto, vice chairman of the Florida Fish and Wildlife Conservation Commission; Frank Herhold, executive director of the Marine Industries Association of South Florida; and Jessica Koelsch, marine wildlife manager with The Ocean Conservancy. The Save the Manatee Club and the U.S. Fish & Wildlife Service, two key players, were invited but declined, Verdon said. Fish & Wildlife is the agency that created manatee sanctuaries and boosted speed zones in Southwest Florida. It also proposed a halt to construction of new docks, marinas and boat ramps. The building moratorium is the result of a settlement agreement with the Save the Manatee Club and other environmental groups over a lawsuit claiming the federal government had failed to protect manatees. The federal government's plan seeks to reduce the endangered manatee's deaths caused by watercraft. None of the panel members appeared to completely support the federal plan. "We think there are solutions to the manatee-boat issue, and they'll be complicated and hard work," said Koelsch, the panel's sole conservationist. Manatees and boaters "need to find a way to coexist, not just to prevent them from being hit and killed but to protect manatee habitat so eventually the population can grow and be removed from the endangered species list," she said. The marine industry's Herhold urged electronics companies to create devices to alert manatees to approaching boats. "This is a high-tech state in a high-tech era," he said. "We need to look for a solution." Such devices such as propeller guards are usually dismissed because they adversely affect boats' fuel economy and performance, and some believe the guards could cause as much injury as the actual propeller. That's why high-tech sounding devices may be the best future option. The FWC's Barreto said management of manatees should be returned to the state rather than having the federal government involved. "If the feds impose what they're proposing, they're going to unwind all the work we've done,' he said. Other solutions the panel explored included education sessions about manatee habits for specific kinds of boaters -- water-skiers, flats anglers, etc. Panelists stressed to the group that the manatee debate highlights conflicts that happen in natural resource management, and they warned that such conflicts won't go away. "The manatee issue is very similar to issues elsewhere in the nation related to the endangered species act," said Kalvin, who is tired of "boaters being thought of as environmental rapists." BOATING WRITERS ELECT OFFICERS, DIRECTORS Sciulla, Marshall & Kavin are officers, Walz and Clayton join Board WILMETTE, IL, April 3, 2003 -- Boating Writers International (BWI) members voted in late March to elect BoatU.S. Magazine editor, Michael Sciulla, president, Soundings technical editor, Roger Marshall, 1st vice president and freelancer and Yachting magazine's former executive editor, Kim Kavin, 2nd vice president. Liz Walz, executive editor of Boating Industry magazine and Betsy Clayton of the Ft. Myers News-Press were elected to the group's Board of Directors. Employing the latest in computer technology, the election was conducted entirely by electronic means resulting in a doubling of BWI member participation over the previous election held last year using a traditional mail-in paper ballot. "The ease with which this election was conducted combined with the enhanced voter turnout and reduced costs are impressive," said Sciulla. In a move to speed delivery of its monthly newsletter and reduce costs, the BWI board recently approved a plan to deliver it entirely by electronic means over the Internet. Sciulla says his top near-term priorities are to conduct a comprehensive electronic survey of BWI members in order to get a better handle on what the membership wants from their association and to modernize the group's by-laws. Sciulla is founding editor and associate publisher of BoatU.S. Magazine. He was elected a BWI director five years ago, has chaired BWI's Writing Contest Travel category for the past three years and has been 1st vice president for the past two years. 1st Vice President Roger Marshall, author of 12 marine related books, has agreed to take the lead in overseeing BWI's participation in the marine industry's NMMA Innovation Awards program which has greatly expanded in recent years. "The Innovation Awards Program, judged by BWI members, has expanded from one boat show to encompass three shows and more products than ever before. It needs more judges with more technical expertise as products become increasingly sophisticated," he said. Marshall was elected a BWI director four years ago and has been 2nd vice president for the past two years. He has chaired BWI's Writing Contest Boat Review category for the last two years and the Ethics category for two years prior to that. 2ND Vice President Kim Kavin will be taking the lead in conducting a comprehensive review of the BWI annual writing contest which attracts hundreds of entries from BWI members from around the globe and is one of the group's most popular programs. "After working with the BWI board for the past few years to create the new Ethics Code, I'm excited about turning my attention to making our annual writing contest even more compelling," said Kavin. Newly elected board member Liz Walz is in her second year as executive editor of Boating Industry magazine and began her career as an marine industry journalist in 1998. Betsy Clayton is the boating and outdoors writer at The Ft. Myers, News-Press, a position she's held for nine years. Continuing as directors are BWI Immediate Past President, Michael Verdon, senior editor with Boating World and U.S. correspondent to International Boating Industry magazine; Louisa Rudeen, editor-in-chief of Motor Boating; Betsy Frawley Haggerty, editor of Offshore magazine; and Matt Trulio, editor-at-large for Powerboat magazine. BWI (http://www.bwi.org) is a non-profit professional organization consisting of writers, broadcasters, editors, photographers, public relations specialists and others in the communications profession associated with the recreational boating industry. 2003 Will Be "Pivotal" And Challenging, Say Industry Chiefs BWI Ft. Lauderdale newsmaker panelists point to transitory year ahead Participants at BWI's "Newsmaker Panel" in Ft. Lauderdale included (from l.), Key Recreational's Ken Landon, Genmar's Irwin Jacobs, NMMA's Thom Dammrich, Brunswick's Dusty McCoy and Boats.com's Paul Rabe. BWI's "Newsmaker Panel," held November 1 at the Fort Lauderdale International Boat Show, brought together marine industry veterans from the manufacturing, lending, service and e-commerce sectors providing the forum for them to express outlooks for the 2003 model year. The session, moderated by BWI president Michael Verdon and hosted by the Show, played to a standing-room-only audience of journalists and exhibitors. Here's a summary of what the panelists said. Irwin Jacobs, chairman of Genmar Holdings, predicted the new year will be the most pivotal he's seen in his 26 year marine career, not necessarily difficult, but unusual in that consumers won't put up with poor quality and service in whatever they buy. Manufacturers are going to need to equip dealers with professional tools that dealers can’t afford to improve the sales and service experiences. Jacobs pointed to his firm's "First Mate" call center that will assist when customers have problems on water or land. The service will also help owners get information to enjoy their boats, such as directions to the next marina, or what type of fishing is best for the area they're in. Of Genmar's VEC boat building system, he notes it will bring more competitive pricing to the industry, not simply to sell less expensive product, but to be able to raise profits to return more service to dealers and their customers. Jacobs says he's had unprecedented contact in the last ninety days by owners trying to sell boat companies. He is buying one of those, but says it reflects an imminent move to further consolidation in the industry. Dusty McCoy, president of the Brunswick Boat Group, also sees the industry at a pivotal point and identified several areas needing attention. First is getting cost out of the system to help builders and their dealers make money. Closed molding manufacturing processes for builders will play a major role in this. Putting better technology into boats is another focus. Brunswick recently opened a new technology office in Singapore where work is centering on making boats easier to use, and McCoy believes it will result in boat operation easier than car use. Improved distribution will be another key to the business, particularly distribution involving dealers. He said Brunswick's recently acquired dealer management system will facilitate ordering and inventory issues. Boating's biggest challenge is improving quality and measurement to determine progress. Access is also a major concern, McCoy feels, where private parties, including cities, are gaining greater control of waterfronts. He encouraged writers to remind readers that boating brings families and good people to water based activities and that cities should help people gain access to them. Key Recreational Lending's CEO Ken Landon pointed to the lowest finance rates in 50 years and reported his bank's boat loan business is up over 20 percent compared to last year with average boat loans up over ten percent. Some of the activity has been driven by the bank's e-commerce initiative that has generated $400 million in internet applications. Landon's message to writers was to encourage a sense of urgency with boat buying customers since the rates aren’t going to get better with this being the best time ever to finance the purchase. He also took the opportunity to announce the establishment of Key's manufacturer's financial service division, offering internet lending and dealer lending services. NMMA's president Thom Dammrich said the fear of a year ago has eclipsed into Americans going on with their lives. Boating has benefited by emphasizing the importance of spending time with family and friends. Looking ahead six months, he says it will be very difficult to predict what happens until there is some resolution with Iraq. The industry is preparing for several major government initiatives in the year ahead, including reauthorization of the Wallop-Breaux Act that funds boating safety and clean vessel programs, and others like the freedom to fish act and access initiatives. NMMA is continuing efforts with Discover Boating programs that have grown from a handful of events three years ago to 90, many at waterfront venues. The program has gathered 12,000 boating prospects names and recently sent an email newsletter to them -- an encouraging 1,200 sent a reply back saying thanks and asking to be kept updated. Paul Rabe, president of Boats.com wondered in late 2001 whether the firm would survive another year being in the dot.com business, but reports it is now slightly cash flow positive and starting to grow and reinvest in marketing opportunities. The site is serving up a million and a half page views every day with growth doubling compared to a year ago. Consumers want information, not just about the boat, but also the lifestyles, so industry needs to provide both. 50,000 unique users have signed up for emails that are sent on a monthly basis, growing at 3,000 a month, categorized into sailing, power and fishing markets. Rabe agrees customer satisfaction is growing in importance. He feels the Internet's role will be to empower consumers so it’s easy to find, service and purchase boats and make it easy to use the waterways. Miami Boat Show Panel: Writers' Responsibility Goes Beyond Readers Marketers, publishers say industry vitality, promotion also keys Hosted by BWI, the Miami "Newsmakers" panel participants included (from l.): Jeff Hammond, Vice President, BoatTest.com and founder of Power and Motoryacht magazine; Rob Noyes, Vice President of Marketing, Sea Ray Boats; Wiley Poole, Publisher, Trailer Boats; Nick Miller, Vice President of Sales and Marketing for Donzi/Pro-Line; moderator was Michael Verdon, BWI president. MIAMI BEACH, FL, February 15, 2002 -- Boating journalists are viewed as having a rainbow of responsibilities according to major figures in marine publishing and marketing. Writers need to be true to readers, but they should keep in mind the unique nature of the boating industry, its products and services and the relationship between producers and a fourth estate structure they support through advertising. The supply side feels "growing the boating lifestyle" should be a function of the editorial community. When products being reviewed perform poorly or in a fashion perceived as dangerous to consumers, the producers feel writers should be a part of the "fix," not just a mouthpiece to warn. And when it comes to trading advertising for editorial, manufacturers admit there is a distinct link, but they have no right to "demand" the swap … most, however, will "request" it. These were the overview comments expressed during a discussion at the Miami Boat Show on February 15 where panelists aired their perception of boating writers, what they view as their roles in the industry, and how the three camps might improve industry relations while supporting editorial integrity. Hosted by Boating Writers International (BWI), participants included: Jeff Hammond, Vice President, BoatTest.com and founder of Power and Motoryacht magazine; Nick Miller, Vice President of Sales and Marketing for Donzi/Pro-Line; Rob Noyes, Vice President of Marketing, Sea Ray Boats; Wiley Poole, Publisher, Trailer Boats; and George Sullivan, Senior Vice President, Genmar Holdings. The program sought to gain input from the marketing camp in response to writers ethics guidelines currently circulating in draft form among the BWI membership. BWI president Michael Verdon, who served as moderator of the panel, said, "Our members appreciated the candor of these panelists … their participation served to open up dialogue on important issues. The more we understand the demands of our respective businesses, the better we become in finding the right checks and balances of working together. We have more work to do and plan to keep spreading the word that adoption of certain ethics guidelines will benefit us, the industry and ultimately the consumer. I am encouraged that we have found a great deal of common ground that will serve to help unite us on this issue." Boating, auto industries not alike Jeff Hammond set the tone of the exchange by reminding how difficult change is for a small industry like boating. When wood was giving way to fiberglass in the 1960s, the new material was called harsh and cold before it was ultimately adopted. In publishing in the 70s, articles came through an "open transom" with little concern for the capabilities or reputation of the writers. That has changed over time leading to on-staff and knowledgeable freelancers writing commissioned stories resulting in higher service to readers, Hammond feels. Cruising articles coupled to boat tests are more valuable to all involved, he believes, highlighting both the boating lifestyle and products supporting it. Hammond also cautioned that the boat business isn't the auto industry, noting that a negative review can kill a boat model and put a small builder in financial jeopardy, much unlike the hiccup it might cause in Detroit. If a product is deemed unsafe, as publisher, Hammond's response has been to pull the story or omit the test. Genmar's George Sullivan advised he has dramatically cut advertising schedules in January in response to challenging market conditions as opposed to any specific displeasure he or his boss, Irwin Jacobs, have with the writing community. Last November, Jacobs told a BWI meeting in Ft. Lauderdale that editorial coverage of boating was not very creative and much of it seemed the same across many publications. They will revisit the ad plan after sales projections guide them following the Miami show. Sullivan notes he spends ad dollars where it is most effective to reach consumers for his varied products. Editorial coverage is a "bonus," he says, and encouraged writers to simply "cover the news." He adds that if Genmar feels it has legitimate news and it's not covered, he'll ask editors why it wasn't. So, there is an ad - edit link, but Sullivan doesn't feel there should be "editorial on demand." Writer endorsement can "sell boats" It's the builder's job to create the right product, says Nick Miller, but to get a check depends on the salesperson and writers. He believes a writer's "third-party endorsement will sell a boat." It can be overdone, he also feels, when everything is described as wonderful—thereby leading to reader disbelief and negating the utility of the report. Miller is big on tying tests to lifestyle, and he suggests that writers get a better feel for a model when more time is spent and boating in general is better promoted. He encouraged testers to ask questions when a feature or design seems out of place or troublesome since there is often an underlying design reason for them. If there is a safety concern, Miller wants to know. In exchange, he'll let writers know it's his job to ask for editorial support, but that he won't demand it. Rob Noyes agreed that getting editorial content is his job along with buying ads, and that he keeps tallies on both. The right mix, including honest, positive editorial, serves the customer by setting realistic product expectations. But he pointed to the jet boat explosion in the early 90s where 40 builders emerged almost overnight. He feels manufacturers and the press misguided consumers about the utility and capabilities of the craft, hurting relationships. Builders may be more sensitive to the treatment they receive from boating writers, he notes, since they don't get much coverage outside the marine industry. But, Noyes also says he relies on the press to help his company to do better, with editorial supporting that function. Guidelines logical and necessary Calling the BWI ethics guidelines logical, Wiley Poole said they will help publishers, builders and writers. He noted that other writing groups have gone the same route as BWI, including the American Society of Magazine Editors. Boating publications accepting the guidelines will improve their credibility, he believes, and those that don't may lose readers. For the guidelines to be effective, they may need enforcement, but he didn't advance a plan. In response to a comment from a writer who said it wasn't his job to promote the boating lifestyle, Poole said boating advocates or "tinkerers" and people who are new to the sport both have different editorial needs and that publications should determine how to deliver information to either group. Commenting on boat tests in general, he feels publications have probably overdone it, but that they score highly in reader surveys.