Publisher's Comments

With the release of JBC 33-3 (our 13th electronic Journal), we have reached a publishing landmark of sorts, as this particular issue represents our own JBC "Lucky 13."

Just for some background, "triskaidekaphobia" is name associated with the fear of the number 13.  The word triskaidekaphobia comes from the Greek word 'tris' meaning 'three', 'kai' meaning 'and', 'deka' meaning 'ten', and of course, the noun 'phobia' meaning 'fear.' While some airlines have no 13th row on their planes, and most hotel chains do not list a 13th floor, the JBC is very proud of this numerical milestone. We are wholeheartedly embracing this 13th electronic issue that offers four academic articles, a 25 Years Ago column, and a Viewpoint. In addition, we have assembled a 62-piece Gallery representing the most recent AMI Salon, and a 16-image Showcase as a tribute to the life and work of Ranice Crosby.

Our Journal's 33-3 Gallery features the award-wining medical and scientific illustrations, 3D models, animations, and fine art from the Association of Medical Illustrator's 2007 annual meeting, which was held in Bozeman, Montana. Be sure to check out these creative and artistic images, as well as the other award winning media.

We have four articles for you in JBC 33-3, including "Selling the Cure: Images of Health and Disease in Early American Patent Medicine Advertisements" written by Michael Torbenson, M.D. and Norman Barker, M.S., R.B.P. This article reviews the history of classic patent medicine advertising in early America. These early tonics and elixirs were marketed heavily, and the creation of printed labels and posters were some of the earliest examples of marketing and image branding by these early pharmaceutical manufacturers.

We also feature an article entitled "Images of Evolution" written by Camillia Matuk. The author states that the theory of evolution is recognized as one of the great unifying principles of science, but that it continues to be widely misunderstood and contested by the public. Through an analysis of a selection of images about evolution from a range of historical and social contexts, this article discusses how the creation of illustrations and the meaning viewers make of them are often influenced by bodily experiences, by ancient philosophies of the natural world, and by the iconic power of images.

"Expanding Researchers' Understanding of Effective Corporate Identity Design for Company Spin Outs," written by José A. Cabrera, Kim Hoggatt-Krumwiede, Lewis Calver, and Harold Garner, examines effective visual re-branding that occurs following corporate mergers and spin-outs. The article looks at corporate identity designs, and reviews their effectiveness in describing the new organizational entities and the products or services offered to the marketplace.

We also include Part II of the wonderful article celebrating the remarkable life, legacy, and teaching of medical illustrator Ranice W. Crosby. The article entitled, "Ranice Crosby: A Tribute to Fifty Years of Teaching, Part II," was written by John Cody, M.D. Part I of the article appeared in JBC issue 33-2. A Showcase of Ranice Crosby's medical and scientific illustrations accompanies Dr. Cody's beautiful article.

Finally, my JBC Viewpoint offers some personal thoughts about “building bridges” for our younger association members.

So, welcome to issue 33-3, and feel free to look around.

Gary Schnitz, FAMI       
Chair, JBC Management Board


The JOURNAL OF BIOCOMMUNICATION (J.Biocommun) is indexed in Index Medicus, Current Index in Journals in Education, Biological Abstracts - RRM (Reports, Reviews, Meetings), Hospital Literature, Dental Abstracts and Middle East: Abstracts and Index. ISSN: US0094-2499.

Produced in the U.S.A. and 2003-2007 by The Journal of Biocommunication, Inc. All rights reserved. This publication is supported by members' and public subscriptions and is published online three times each year.

THE JOURNAL OF BIOCOMMUNICATION is available to all paid members of the ABCD, AIMBI, AMI, BCA, and HeSCA. Other individuals and institutions are invited to subscribe: individuals at $60, libraries or institutions at $95, students at $50 per year.

Address subscription correspondence to:
Nancy Hurtgen
JBC Business Manager
220 Southwind Lane
Hillsborough, NC 27278
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Direct editorial communications to respective association editors.
Managing Editor:
Joe Ogrodnick
Entomology, NYS Ag. Experiment Station
Communications Services, NYSAES
632 W. North Street
Geneva, NY 14456
(315) 787-2324, fax (315) 787-2387

Association of Biomedical Communications Directors (ABCD) Editor: Manny Bekier
Biomedical Communications
SUNY Downstate Medical Center
450 Clarkson Avenue
Box 18
Brooklyn, NY 11203
(718) 270-7551, fax (718) 270-7549

Association of Medical Illustrators (AMI) Co-Editor: Gary Lees
The Johns Hopkins University, Art as Applied to Medicine
The Johns Hopkins School of Medicine
1830 E. Monument, St. Suite 7000
Baltimore, MD 21093
(410) 955-3213

Australian Institute of Medical and Biological Illustration (AIMBI) Editor: Julie Murray
Medici Graphics
St. Vincent's Hospital
Victoria St. Darlinghurst NSW 2010
Phone (02) 8382 2168
Fax (02) 8382 2560

Association of Medical Illustrators (AMI) Co-Editor: Mark Lefkowitz
Biomedical Visuals
132 Oak Hill Dr.
Sharon, MA, 02067
(781) 784-5293

BioCommunications Association (BCA) Editor:
Mark Marzolf
Media Services
Shriners Hospitals for Children
Fairfax Road at Virginia Street
Salt Lake City, UT 84103
(801) 536-3750

The Health and Sciences Communications Association (HeSCA) Editor:
Lori Klein (HeSCA Editor)
Reference Department
National Library of Medicine
8600 Rockville Pike
Bethesda, MD 20894
Phone 301-435-4891
Fax 301-402-1384

Calendar and Association News Editor: Gary Schnitz
The Indiana Hand Center
P.O. Box 80434
8501 Harcourt Road
Indianapolis, IN 46280-0434
(317) 471-4446, fax (317) 471-4404

Management Board: Gary Schnitz, Chairman (The Indiana Hand Center) Bob Turner (The Scripps Research Institute) Connie Johansen (National Geospatial Intelligence Agency) Gary Lees (Johns Hopkins School of Medicine) Lee Potts (Merck Research Laboratories) Manny Bekier (SUNY Downstate Medical Center) Gillian Duncan (Graphica Medica) Julie Murray (Medici Graphics, NSW Australia

Webmaster: Michael Getz (Illumina Interactive, Boston, MA)

Editors: Each member association of The Journal of Biocommunication may select one Editor, whose responsibility it is to secure manuscript material and assure technical accuracy, validity, and usefulness of the Journal's content. Each Editor works with an Editorial Review Board selected by the sponsor association. Members of the Editorial Review Board critique and edit articles, and provide other editorial assistance, at the request of the Editor. The JBC accepts unsolicited materials for consideration. Unsolicited materials may be submitted to the Managing Editor or to any of the Association Editors for consideration. For more information, please see Contributors.

Editorial Review Board: Scott Barrows (Medical Art Associates) • Janis Brown (University of Southern California) • Susan G. Deihl (Virginia Commonwealth University) • Zina Deretsky (National Science Foundation) • Marc Dryer (University of Toronto) • Gillian Duncan (Graphica Medica) • Brian Dunham, MD (Children’s Hospital of Philadelphia) • Craig Gosling (Indiana University) • Christine Gralapp (Fairfax, Calif.) • Jamie Guth (World Health Organization) • Kenneth Heyman (Immersion Medical) • Tom Hurtgen (Duke Clinical Research Institute) • Dale Kennedy (VA Medical Center - Albuquerque, New Mexico) • Lori J. Klein (National Library of Medicine) • Dale Knorr (Naval Medical Center, San Diego, Calif.) • Gregory Lucier (University of Calgary) • Patrick Lynch (Yale University) • Ken Michaels (National Cancer Institute) • Steven Moon (Ohio State University) • Darisse Paquette (Tufts-New England Medical Center) • Stephen Pendry (Mary Greeley Medical Center) • Michael Peres (Rochester Institute of Technology) • James Perkins (Rochester Institute of Technology) • David Rini (Johns Hopkins School of Medicine) • Sue Seif (Seif & Associates.) • Bobb Sleezer (Christiana Care Health Services) • Keith Stenehjem (Mayville State University) • Bob Turner (The Scripps Research Institute) • Judy Tyler (National Student Nurses Association) • Linda Warren (Austin, Texas) • Linda Wilson-Pauwels (University of Toronto)

Business Manager: Nancy Hurtgen

Production Group: Michael Getz (Illumina Interactive)

Copyright 2007, The Journal of Biocommunication, All Rights Reserved
Table of Contents for VOLUME 33, NUMBER 3