Feedback from both pharmacists and the pharmacy industry is unanimous: the overall approach of frontshop magazine is a winning Rx.

Aiming to assist pharmacists in understanding and leveraging their rapidly changing roles within healthcare, we have created balanced, informative content to help guide them. But, as we've been told, though the frontshop is an important component of the opportunities that present themselves to pharmacists, it is only one component.

We listened. Effective immediately, Fulcrum Publications is rechristening Frontshop as Pharmacy Business.

"As a communications company, we always listen to what our readers and advertisers have to say. It is apparent that Frontshop was too limiting a name for our magazine, "said Alan Fogel, Group Publisher. "Anything that prevents a valuable and much needed resource from being fully utilized should be changed as quickly as possible."

Pharmacy Business will continue to provide pharmacists and their supporting teams with patient counselling best practices, consumer research, business solutions and insights, and
much more.

Pharmacy U, a unique educational conference, planned for late January 2010 in Toronto, will leverage all of the strengths of Pharmacy Business in a compelling learning environment
for pharmacists.

Pharmacy Business will also continue to work closely with portal partner, rxPASSPORT, to deliver compelling cross-platform communications opportunities and CE-accredited content
at Pharmacy U.

For more information, please contact:

Alan Fogel, Group Publisher, Fulcrum Publications Inc.
afogel@fulcrum.ca
416.504.0504, ext. 105

Kori Kobzina, Director of Magazine Sales, Fulcrum Publications Inc.
kkobzina@fulcrum.ca
416.504.0504, ext. 109