We need to change our tactics. We are "educating" the people who already know. we need to be working to educate the people that don't because they dont seek out knowledge. That costs a fortune in advertizing, but if we spend the money on the front end teaching the amorphous "public" how to find good dogs, then maybe we wont have to spend so much rescuing the dogs in the back end. I would say that the average person has never heard of a "breeder referral" committee person in a dog club. I think the average person thinks that show dogs are part of an exclusive club and have nothing to do with where their pets should come from.
The good news is that lots of people who want to get a dog watch TV, read newspaper and magazines, drive on highways, etc. There are avenues to get the information to the people who need to hear it. Unfortunately, they are just extremely expensive. Not sure the best way to make it better, but I bet there are involved and dedicated people who know far more about marketing than I do.
