[Peace-discuss] FT: Ribbon emblem undone as faith in war unravels

[Robert Naiman]

Ribbon emblem undone as faith in war unravels

By Andrew Ward in Atlanta
Financial Times
Published: March 3 2007 02:00 | Last updated: March 3 2007 02:00

For three years after the invasion of Iraq it was impossible to drive
more than a few miles through middle America without seeing a car
displaying a magnetic yellow ribbon.

The magnets, bearing the slogan "Support Our Troops", became a symbol
of patriotism for millions.

But as support for the war fades, demand for the ribbons has collapsed.

Magnet America, the largest manufacturer, has seen sales fall from a
peak of 1.2m in August 2004 to about 4,000 a month and it has an
unsold stockpile of about 1m.

"We have enough supplies to meet demand for years to come," said Micah
Pattisall, director of operations. "Every product has a lifespan and
this one has run its course."

At its peak the North Carolina-based company employed 180 people to
handle sales, marketing and distribution. Today it employs 11.

Mr Pattisall said declining support for the war was not the only
reason for the slump.

A flood of cheap imports from China also hurt the company, which has
refused to shift production overseas even though it costs three times
as much to manufacture in the US.

About half a dozen companies are still supplying the magnets compared
with 200 at the height of the fad, according to Mr Pattisall. But he
said the market remained swamped.

Magnet America has survived by diversifying beyond yellow ribbons into
a range of nearly 600 magnets and wristbands, promoting everything
from schools and sports teams to charities and awareness campaigns.

When the company was founded in April 2003, during the initial
invasion of Iraq, nearly all its revenues came from yellow ribbons.
Today, patriotic products account for only 6 per cent of sales.

The yellow ribbon has been overtaken as the company's best-selling
product by a wristband promoting chastity before marriage with the
slogan "True Love Waits".

"We are growing again and looking to hire additional staff," Mr Pattisall said.

Yellow ribbons were first displayed widely in support of kidnapped US
diplomats during the Iranian hostage crisis in 1979.

Some critics have condemned the magnets as a cheap and superficial way
to honour the armed forces and highlighted the irony of placing them
on gas-guzzling vehicles that deepen US dependence on Middle Eastern
oil.

Resentful that the yellow ribbon has become associated with support
for the president, George W. Bush, opponents of the war have
introduced their own car magnets emblazoned with antiwar statements.

On Ebay, the internet auction site, yesterday, a black and white
ribbon bearing the slogan "Out of Iraq, bring 'em back" was priced at
$5.

Traditional yellow ribbon magnets, in contrast, could be bought for as
little as one cent.