TO OUR READERS;AD AGE REDESIGN ADDS VISUAL PUNCH, NEW FEATURES TO ITS FAMILIAR STRENGTHS

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Welcome to the new look and feel of Advertising Age! As regular readers will have noticed, this issue marks a thoroughly modern redesign for Ad Age as the publication heads into the 21st century.

The new design, created by Roger Black and Maryjane Fahey of Roger Black Inc. in New York, will give Ad Age a bolder, more visual style for the very visual industries we cover. It emphasizes a stronger use of art, adds sophisticated new fonts to our headlines and body type and makes the type a little bigger for easier reading.

As part of the redesign, we have added several new features; Transactions (see Page 25) will follow the dollars and the campaigns, tracking key business shifts in advertising and marketing on a weekly basis. Landmarks (see Page 34) rounds up the provocative events of the week in a highly visual package.

We are strengthening some of our popular features as well. The Interactive Media & Marketing section will still be anchored every week after our Special Report, but with more of its coverage moving to the regular news pages as well. Our re- cently introduced Events & Promotions page also takes on new importance as that arena becomes an integral part of many marketing strategies.

The front page has changed in at least one dramatic way. The Advertising Age logo, in recent years printed in blue, has gone back to the original black the newspaper sported during its first decades. That reflects our commitment to the fundamental core strength of Ad Age: an emphasis on news, on setting agendas, on providing data and noteworthy information available nowhere else.

We bring a unique perspective to that task, with a global network of 125 correspondents in 40 countries producing not only Advertising Age itself, but also a variety of targeted niche publications such as Business Marketing, Creativity and Advertising Age International as well as daily national and international news reports delivered via fax, e-mail and our Web site at http://www.adage.com.

Central to all this activity is the weekly newspaper you now hold in your hands. Advertising Age reaches more than 400,000 readers worldwide every week, and it is the hub of one of the best-known publishing brands in the world. Our redesign reflects our desire to continue strengthening that core product and, by extension, the entire network of Ad Age products.

We hope you enjoy the new look. Let us know what you think by e-mail at edit@adage.com, or U.S. mail to 740 Rush St., Chicago, Ill. 60611.

Edward R. Erhardt,

VP-publisher

3David Klein, editor

Scott Donaton,

executive editor

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