More than ever, business survival means thriving in a global marketplace. Remember the days when the local optics company used the one coating facility down the street? It was close, communication was easy, and the price always seemed reasonable. That same firm now has access to PhotonicsBuyersGuide.com online and the print Photonics Buyers’ Guide, which list coaters around the world who are waiting for a call or email, ready to quote in a heartbeat. With cheap shipping and diminished cultural barriers, that optics company can now use a coater in another corner of the world to save costs. It’s the nature of the marketplace. As technology shrinks the globe down to size, more and more companies will have to adapt to survive. Photonics Media recognizes this, and that is why we pride ourselves on being your tool to reach the global photonics industry. We, too, are adapting to the globalization of the industry. With an already robust readership in the Asia-Pacific region, we are preparing a special Market Focus issue of Photonics Spectra in February to coincide with Laser World of Photonics: China. With extended bonus circulation to China in addition to the show distribution, Photonics Media is looking to highlight the Asia-Pacific market and provide advertisers an additional reach into the region. Your next customer could be sitting halfway across the world reading an issue of Photonics Spectra or an article on Photonics.com looking for an optics coater. We want to make sure he knows you’re there, too.