First Word 3

]>Before you ask, "Why?," allow me to ask, "Why not?"

License!

has embarked on a new

License!

complete with a new logo, new tagline, new visual direction, new editorial focus and lineup.

License!

aims to further lead the market. How? Come January 2006, rather than segmenting the individual categories (art, brands, character, entertainment, fashion, interactive, publishing, and sports) as has been our signature,

License!

will get down to "the art of the deal" and "the art of crafting business plans." Our new tagline reflects just that: Concepts. Consumers. Channels. All the pieces of the pie you need to compete in today's environment. Our new design is best summed up as business driven with an international sensibility (that's because

License!

now will include global coverage).

Further, both the design and editorial will be digital friendly (in October, we officially launched our monthly e-zine, which allows us to reach more international subscribers), and will offer more and quick useful

tidbits of information to aid you in your business plans. I've listed below the new editorial flow of book for your reference. But before you read on, there is something incredibly important about our new look:

License!'

s logo no longer will carry the exclamation point (so, when you receive your January 2006 issue, don't despair, it's us).

Editor's Note:

Yes, you will continue to hear from me monthly.

Biz Briefs:

Our current Insider column (retail news & more), plus Who's News and events.

Chartbuster:

Research and statistics from the NPD Group, among other research companies.

Channel Surfing:

A look at varied retail channels through the eyes of industry experts and analysts.

Consumer View:

Research on varied demographics.

Globetrotting:

Bob Jenkins, who is based in the UK, joins our team as international editor, and will provide a glimpse of emerging markets, and the state of retail in territories outside the U.S.

Spotlight:

Our current Close-Up column (a look at licensors and licensees) with a Q&A "case study" twist.

Licensology:

A "how-to" column.

Best Practices:

Promotions, POP displays, QSR premiums, and direct-to-consumer marketing efforts.

Tech Talk:

New opportunities and successful initiatives.

Scene & Heard:

Snapshots of the deals, the people, and, the after hours from trade shows. Of course,

License!

will continue to deliver timely news features, as well as trade show previews and reviews. Our Licenses Granted & Available page still will exist for your easy reference (plus, our

License!

Finder is available online at

www.finder.licensemag.com

). We can't wait to unveil the new

License!

. When we do, the question may become: "Why didn't you do it sooner?"