A perfect example of this wordplay can be found in this month’s photo feature with its “Sportitude” title. Initially I thought of playing it safe and going with “Sport Attitude” or perhaps “Sport Fortitude.” But keeping both attitude and fortitude in mind, I decided this precious circle of Eyecare Pros I serve deserved their own word to capture the essence of a segment of the market focused on eyewear of a specific function and intention.
I felt justified because my intensity for your mission, your goals and your dedication is what drives 20/20 to do whatever it is we do. You are the fuel that energizes the essence of this quest serving the needs of better vision. And now, perhaps more than ever, it is your attitude and fortitude that is paramount to the challenges being faced by you, your missive and in an even broader sense… our world.
This issue, in whatever shape or form it delivers, was a life exercise in the attitude and fortitude of our little family of writers, editors, educators, artists, photographers, production associates, advertising representatives, marketers and our publisher. I hesitate naming all of them but we run two mastheads every month where each stand proud in their effort to earn that titled shout-out.
And the noted team does this in conjunction with pros on both the vendor and ECP side in varied capacities from strictly editorial considerations to advertising and partnership support all in order to give voice to 20/20 in both our print and online missives.
Dedicated readers absorb it with an equally dedicated sense of fortitude and attitude. That effort is just a small part of the dedication you deliver to your customers… your patients… the public you serve.
As I write these words the whole formula is being challenged. We are all on the verge of needing to figure out how we do what we do in order to survive and thrive. And we need to do that daily as we deliver a brew of insight and sight with great fortitude and attitude.
• James J. Spina
Editor-in-Chief
[email protected]
