And congratulations to Calumet Lubricants for earning the highest single score for the ad more readers found believable; to Chevron Phillips Chemical, which again took top honors for most-informative ad; and to Afton Chemical, which tied ConocoPhillips and Motiva for most attention-getting ad in the issue.

Twice a year, the independent research firm Readex conducts a survey of LubesnGreases readers, who report their perceptions of each ad in the issue being studied. Is each ad attention-getting? Believable? Informative? We share the tabulated scores with all advertisers in the issue, so they can compare their performance with other studied ads and discover how to communicate more effectively with you.

Readexs companion questionnaire showed some pretty spiffy results, too: You readers spend an average of more than 53 minutes with a typical issue, 60 percent read half or more of a typical issue, six in 10 of you save the magazine for reference. An amazing seven of 10 have acted on an ad in the magazine, and nine of 10 have acted on an article or column. Wow.

If youre one of the anonymous readers who participated in our Readex survey, thank you. Does your company need to reach the global lubricants industry?

LubesnGreases has the right spots for your ads: in our award-winning monthly print and digital magazine, our annual Sourcebook, our annual Base Stock Guides – those immensely popular wall charts with mineral oil and nonconventional base stock plant locations and capacities – and in Lube Report, our weekly e-newsletter with breaking news and North American base oil prices.

Gloria Steinberg Briskin has some terrific early-bird 2006 advertising opportunities, but you need to commit by December 31 for the very best deals. E-mail her today at gloria@LNGpublishing.com or phone (800) 474-8654