First Word

Family, friends, and even acquaintances will find it hilarious that I have the "first word" rather than the "last word." Call it my personality, an aggressive nature, or the simple fact that I often listen first and respond last…(In grammar school, I was always the last one to speak, and ultimately, the one in trouble.) But, for the purposes of this magazine and the business of licensing, I hope you will turn to my monthly column as your starting point. We've saved the "last word" for the decision-makers, the trendsetters…none other than real consumers. That's right!

When License! began its redesign initiative, we had many goals in mind: How do you create a visually appealing magazine environment where the likes of Barney and Ralph Lauren to NASCAR and Debbie Mumm could exist under one roof, a one-stop licensing business shop? Hence the reason for a modern, clean, simple design. More important, we wanted to be sure to continue to provide the editorial you have come to expect from License!,

How did we know what you expect from License! and what more you needed? We simply asked. Your responses from a readership survey we conducted in early 2002, combined with our editorial and publishing experience, produced the results found on these pages.

So, beyond this clean and simple design-and a brand new Editorial Advisory Board, whose members (listed at right) will provide their objective retail input on an ongoing basis-what have we changed and/or added? Here goes:

Insider: A compilation of news, statistics, and business analysis from licensors, licensees, and mainly retailers.

Close-Up: A profile of a leading licensor and licensee, which will alternate monthly.

Retail Rap: A discussion with a key retailer from a variety of channels.

Categorical Coverage: Although category names have somewhat been altered (they are now, in order: Art, Brands, Character, Entertainment, Fashion, Interactive, Publishing, Sports), we have added product classifications to each individual editorial on these pages, making it easier for retailers to take note.

Licenses Granted & Available Now: Licensee phone numbers also now are listed at your fingertips.

Who's News: A look at the people, promotions, and properties on the move.

Event Planner: A trade show and other event notebook.

Lastly, is Last Word, a glimpse of five real consumers monthly-from various demographics, cities, ethnicities-in an effort to keep up with the pulse of business.

Set in the center of our magazine every month remains our feature well-all the topics, categories, and news stories you have come to expect covered in-depth.

I would be remiss if I didn't point out that our new look, reinvention, and reinvigoration is in large part thanks to our publishing team: Steven Ekstract, publisher; Robin Pelkki, art director; Lorri Freifeld, managing editor; Teresa Andreoli, senior retail editor; Cavelle Johnston, associate editor; Dawn Wilensky and Mich? Gerber, contributing editors; Nancy Stamatopoulos, contributing art designer; Benjamin Zachariah, senior account manager; Pauline Ng, account manager; Marie Todd, director of new business development; Joshua Fierman, advertising/editorial coordinator; and Scott E. Pierce, executive vice president.

I, of course, merely had the last word.

I'd love to know what you think, and hear your comments, suggestions, and ideas via e-mailto:[email protected]

r.com or (212) 951-6707. Enjoy!