WELCOME December 28, 1998 Issue

To Our Readers

Russ Gerber

It's common knowledge among publishers and advertisers that certain words evoke a positive response in readers. That's one reason words such as save, exciting, immediately, win, free, and a dozen or so others appear so often in advertisements and on magazine covers.

People also respond positively to the word new. And why not? We like what it signifies; we like newness. New friends. New products. New experiences. A new year.

"But if only there could be a new me," we might be thinking. Not just a makeover, but a deep-down, totally-made-new transformation. What does it take to go down that path?

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