July 2009

Out On a Limb

jordana-headshot-lerI know what you’re thinking.

You’re launching a new magazine? Now? In this economy? Don’t you know that newspapers and magazines are downsizing and folding left and right?

Good questions, all. But I can assure you, we’re not living in a bubble. We personally know far too many people, in publishing and in other markets, who have been adversely affected by the recession. We thought long and hard before making this leap.

But even in a bearish economy, you’ll find start-up enterprises that are thriving – sometimes where you least expect it. One of my favorite examples is the recent growth of errand-running businesses. These companies, most of them small operations with cute names like Whaddya Need or RunMyErrand.com, employ or contract with people who will walk your dog, take your mail to the post office, even save you a place in a long line.

When I first heard about this, I thought it was crazy. In a climate where most of us are tightening our belts, I thought, why on earth would anyone pay a company to run a simple errand? Isn’t a recession supposed to elicit our do-it-yourself instincts?

Well, yes. But it turns out the key concept here is the relative value of one’s time. If paying someone to run an errand means not having to take a half-day off from work, or if it means being able to put in extra hours, then it makes a lot of economic sense. Now more than ever, time is money.

That’s where Lower Extremity Review comes in.

We know practitioners want to provide the best possible care for their patients, and that means staying current on the latest outcomes research and clinical trends. We also know that the state of the science is constantly changing, more quickly than ever. And while academic journals are gold mines of information, they aren’t what anyone would call a quick read. It would be a daunting task to stay abreast of all the facts and figures even if you didn’t have a practice to run and patients to see. As it is, that kind of time is a luxury most practitioners just don’t have.

You need a means of staying informed that won’t take time away from your practice, your family, and your life. The editorial mission of Lower Extremity Review is to fill that need.

We track the latest developments and present them to you in a compact, user-friendly package, drawing not just from any single medical specialty but from across a range of disciplines that focus on lower extremity injuries. We bypass the animal studies and zero in on the news that is most relevant to your practice. And when news breaks between monthly issues, it’ll be just a click away on lermagazine.com.

In short, we give you the tools you need to maximize your patients’ outcomes. And we make sure you have more time to do it.

Just don’t expect us to walk your dog.

Jordana Bieze Foster
Editor

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