1-2-3 := checkmark

No, that�s not a typo. It is, however, how many of us in the year 2007 read the written word. We�re all so busy that we now live in a world of subheds and bullets, of numbers and checklists.

What does that have to do with us? Everything. And the equation is really pretty simple: you don�t read the way you used to, so, as

magazine publishers, we shouldn�t write or design pages the way we used to either. And, we�re not.

Back in 2003, we at Eyecare Business made a lot of design and editorial changes in order to deliver a look and feel that we thought were right-on.  Articles were shortened, topics became more targeted, and sections were designed to create a comfortable flow from front to back.

Since then, you�ve shown us your approval�as seen in the results of independent, syndicated readership research we participate in�with scores that have put us on top in a number of key areas. Now that it�s 2007, you�re more time-constrained than ever. And we want to make sure you�ll continue to tell us that we�re at the head of your must-read list.

That�s why, for several months, we have been conducting our own readership surveys and working toward tweaking our look and feel to best meet your ever-evolving needs. Based on what you�ve told us, beginning with this issue, you�ll see more short takes, edgier colors, and an emphasis on bullets, boxes, and blurbs that will optimize the time you have available to spend with us.

We�ll all be at this month�s International Vision Expo East, and hope you�ll stop by our booth 4048 and tell us how you like the issue.

All the best,

Stephanie K. De Long

Editor-in-Chief

P.S. Don�t miss this month�s Seiko-sponsored CE for opticians that begins on page 53.

What they said...

ON SERVICE�

 �It doesn�t matter what the name is on the door�from Wal-Mart to LensCrafters to the high-end independent. If [consumers] have a great experience, they will come back.�

Brad Childs, Eyetique

ON CUSTOMER COMPLAINTS�

�For every customer who tells you they are dissatisfied, there are 24 more who will never tell you something is wrong. But they will tell their friends.�

Valerie Manso, Consultant

ON COST OF GOODS�

�With no in-house lab, the normal range is 35 percent to 40 percent. With a finishing lab, it ranges from 28 percent to 31 percent.�

Bob Main, Consultant

ON BUILDING BUSINESS�

�The best way to build your future is to build yourself. The best way to build your organization is to build your people.�

Willie Jolley, Transitions Academy speaker

ON RETAIL TRENDS...

1980s: The Decade of the Mall

1990s: The Decade of the Discounters

2000s: The Decade of Luxury

2010s: The Decade of Experience

Pat Danziger, Retail Guru