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Long live pets

Article

We know from the feedback we get that you see this special data-driven issue land on your desk with anticipation. ...

We know from the feedback we get that you see this special data-driven issue land on your desk with anticipation. And, as always, we try to use this annual snapshot of veterinary practice to pinpoint the changes that the year has brought and the next may bring, and to quantify the issues we believe are most important to your success.

As I review the completed issue cover to cover, it makes me think, "Long live pets." This is your mission, after all. You're in practice to help pets and safeguard their well-being. And that's our company's mission, too. When we produce Veterinary Medicine, Firstline, Veterinary Economics, DVM Newsmagazine, CVC Central, CVC East, and CVC West, our fundamental goal is to give veterinarians and their teams the information and tools to thrive—so you can give pets the care they need.

Just like the other people who make up the 71 million U.S. pet-owning households, we trust veterinarians to care for our furry companions, give us advice, interpret their symptoms, and fix their ills. Just like everyone else, we have cats with congenital problems and dogs with odd quirks.

My dog hangs from the lower limbs of the nearest tree when he can't find a better outlet for his excitement. Art Director Alison Fulton's dog, Angel, eats whatever she can find to entertain herself when she's left alone longer than she'd like. A blanket. Some raw potatoes. You name it. In the photos at right, we've shown our cats from their best angle and cropped the pictures strategically where necessary, so you won't notice that they're just a little thicker around the middle than perhaps they should be.

So we understand the pet owners who treat and pet and occasionally overfeed and who need more coaxing on home dental care. And we understand the challenges you face in helping us provide the best care. Most of all, we appreciate your dedication to the job.

Marnette Denell Falley, Editor

ve@advanstar.com

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