Readers and advertisers alike have welcomed EMEA with such enthusiasm that we are increasing its frequency to 12 times a year. Every issue will continue to provide the in-depth features, informed opinions and breaking news you count on – you just wont have to wait so long between issues.

If the lubricants industry is your marketplace, its not too late to take advantage of terrific early-bird savings on your 2012 advertising in EMEA. Advertisers who make their 2012 commitments by 15 December will lock in the 2011 ad rates. And if you advertise nine to 11 times, youll get the 12-time rate. Advertise 12 times and get the last same-size ad free!

Gloria Steinberg Briskin would love to tell you more about advertising opportunities. You can reach her right now at Gloria@LNGpublishing.com.

The Unknown Matters

I recently had the chance to hear Kline & Co.s webinar on the global lubricants base stock market, chock full of facts and figures, insights and trends. Milind Phadke concluded his hour-long discussion with something quite refreshing. He listed some of the unknowns in the base oil business. API Group I base oil supply will surely decline, he said, but we dont really know where or when. Group II and III base oils will grow, but we dont know which markets and applications they will penetrate most successfully. And while there is a global surplus of Group II and III material, we dont know where it will eventually be placed.

We dont know which way todays growing lower-tier markets – China, India, South America, etc. – will evolve. Will they follow the European pattern as consumers, primarily, of Group I and III base oils for their top-tier oils? Or the North American pattern as consumers of Group II?

One key factor, Milind said, is that for mid- and bottom-tier products, logistic cost optimization is the new driver for formulations.

And then theres the 800-pound gorilla in the room: We dont know where the economy is headed, nor its impact on all our businesses.