Breaking Into Brand New Territory
03-2009
 We’re on new ground here.
Even casual readers of 20/20 know there are double issues of the magazine during the “Expo” months of September and March. In time for Vision Expo West, the editorial team delivers a special September 15th issue called Sellers Guide where we basically walk the reader through the category highlights of the show in Las Vegas with an eye toward dispensing the best products in the optical arena of both new and time tested offerings.
And for the powerful Expo East show 20/20 beefs up with a March 15th issue titled What’s Brand New. For this one we go all out with an in-depth advertorial section outlining most of the main eyewear, lens and equipment brand debuts and presentations occurring at Expo.
The whole issue is strengthened by special consumer data provided by Jobson Research and a detailed listing of all the brands in optical from the huge variety of frame and lens companies.
The What’s Brand New issue is advertorial in nature, conceived by the 20/20 editorial team in collaboration with our publisher, our advertising team and our clients. No component of that collaboration equation can be sacrificed. It is a profound and well-tested joint effort. And all components benefit by the strengthened and informative bond working together offers.
So with this solid What’s Brand New formula in place and working extremely well over these last four years since inception it stands to reason that the opportunity for a next step forward was bound to happen.
You hold that in your hands as you read this issue of What’s Brand New @ Essilor delivered as Part 2 in a separate standing format delivered with the actual March 15th edition of 20/20’s What’s Brand New. Built on advertising components, editorial stories, press release materials, marketing elements and merchandising information, this final result of a self-standing issue puts a tremendous amount of valuable reference and inspirational materials all in one place for optical professionals looking to increase their awareness of one of the most important companies in the global optical market.
What Essilor has done here reflects an attuned and refreshing approach to better assist their customers and patients in the challenge to participate in the mission of achieving peak vision health care. And in that process we would love to take this opportunity to thank them for helping 20/20 understand the position and potential of the brand new Essilor products. And added thanks for collaborating in a publishing and advertising initiative that strengthens the identity of 20/20 in the optical arena.
—James J. Spina,
VP, Editor-in-chief, 20/20
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