We examine challenges and opportunities involved in applying ecosystem services to public land management with an emphasis on national forests in the United States. We review historical forest management paradigms and related economic approaches, outline a conceptual framework defining the informational needs of forest managers, and consider the feasibility of its application given the types of ecological information typically available and the expanding set of services considered in management decisions. Economists can make their work more relevant to managers by broadening their focus to include qualitative approaches and more directly and effectively collaborating with managers and natural scientists.