Few of us would willingly part with our cherished smartphones due to our need for access to information. Inventions such as Google Glass make it easy to stay wired to society, and we post pictures of our latest meals to Facebook on the fly. We joke about the day when devices can be implanted in our brains, giving us 24/7 access to the Internet, but science fiction is quickly becoming fact, thanks to technology advances in photonics and other disciplines. As fiction gives way to reality, Photonics Media will eagerly employ the latest technologies to read and gauge reader reactions to your print ads. Did they go straight to your website after seeing your ad or Google your company’s name after recalling it? We can’t do that yet, but don’t despair. Until that day comes, you still have the Photonics Spectra August issue and the included annual Ad Action Survey to give you a good sense of how your ad is perceived and acted upon. Your display ad in the August issue automatically puts you into the survey at no additional charge. Your ad will be ranked for attention-getting, believability, information value and overall effectiveness, and ranked amongst other advertisers in the same issue. It’s a great way to understand the behavior of the Photonics Spectra audience and the actions taken upon seeing your ad. Sampling the behavior of the industry’s largest qualified audience – 95,000 strong – can give you a good idea of who you’re reaching and how well you’re doing it. As always, we will keep you informed of any new media avenues we pursue – including mind control – and how we can partner to make them work for you.