Always a privilege introducing enhancements to this 20/20 I so love and adore. And being able to time it to Vision Expo is a treat considering the intimacy of meeting many of you face-to-face going about the vocation (and business) of vision and eyecare awareness.

The essential remake for 20/20 is a rethink on the way we present eyewear products in each issue and a complete and modern re-establishment of our 2020mag.com presence and its relationship to all contacts via online engagement. We’ll deal with annotating the Web side of our steps forward once you’ve experienced that online so let me now focus on the debut of your new print partner.

As proven by you, our readers, 20/20 is the number one source for valued product information. That prime spot is proven via documented readership research. In an ongoing effort to get even more intimate with eyewear and sunwear (Yes… INTIMATE. We LOVE eyewear. We live, sleep and dream about it. We photograph it more than any other trade AND consumer magazine. We dubbed it the Ultimate Accessory years ago and then boldly made it become that Ultimate Accessory.), every editor here self-mandated a rethink on how to express ourselves in new prose attempts that begin the healthy germination process of offering our readers ample opportunities to tell viable and passionate stories about the eyewear they dispense/retail in a manner that resonates with their cherished customers.

Clever but often broken “sound” bits (nice but very ’90s) have been ditched as cohesive and clear editorial voices build solid stories based on life and lifestyle attitudes, retailing maxims, personal experiences and solid day-to-day engagement with our readers and consumers as to what it takes to welcome the embrace of eyewear.

You will clearly be able to see that direct and passionate appeal in our What’s New, What’s Next and New Products pages. It extends to a fresh approach in What’s Right Now as our “product” amore feeds into already refreshed Upfront and photo feature pages.

As a demonstrated aside, you will note small but close-to-the-heart observations on the lifestyle and retail world outside of eyewear in our new “Outside the Frame” footnotes as 20/20 editors offer their take on what else is percolating in their hearts and souls when they take a personal breather from this opti-universe.

It all happens via our dedicated Art Director Iris Johnson, Our Web WonderWoman Julie Zidel and editors Christine Yeh, Victoria Garcia and Jillian Urcelay reaching out to make your vocation prime to our vision.

James J. Spina
Editor-in-Chief
[email protected]