As a concrete producer, having planners and commissioners familiar with life cycle cost analysis will benefit your business. Although many planners know about concrete's strengths, they often fail to look at the long-term cost and maintenance savings that result when concrete is selected. By promoting this realistic, thorough method of life cycle cost analysis to those with the power to specify pavement material, you both educate and convince these specifiers of concrete's value. Life cycle cost analysis compares asphalt and concrete considering not only the initial cost, but also the length of service life and maintenance costs. This shows concrete to be the more efficient choice. Comparing two products by cost alone forces the assumption that the tow products are equal. In the case of concrete and asphalt, this is not true. Asphalt does offer a lower price, but the values of concrete are much greater. Concrete can last as long as 35 years before needing resurfacing, whereas asphalt lasts only « or 1/3 as long. A four-page brochure, coordinated by the Portland Cement Association, the American Concrete Pavement Association, and the National Ready Mixed Concrete Association, contrasts the quality and costs of asphalt and concrete. The brochure promotes the concept of life-cycle costing to city and county officials, and other planning commissioners.