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2008 ASBPE National

Editorial Conference
30th ASBPE Azbee Awards
of Excellence Banquet
july 23‒25, 2008
InterContinental Hotel Kansas City, Missouri

Conference n Full day n Networking n How to n Keynote
Highlights of digital and juggle from
sessions; interactivity increasing prominent
n Targeted
full day built into digital and B2B
of print sessions print duties consultant
for B2B
sessions and blogger,
Paul Conley

The best educational value for editorial in B2B
We’re YOUR professional association.
The National Editorial Conference is YOURS, too.

What’s in it for business-to-business editors?
Where else can you get n Numerous chances to talk to speakers, includ-
ing editors of our Magazines of the Year and Web
these benefits with your Site of the Year, our keynote speaker Paul Conley,
full conference registration? and Lifetime Achievement Award winner Prof.
n Affordable registration fees, one-third the Abe Peck, Medill School of Journalism, and your
cost of other industry conferences, for virtually professional colleagues.
the same number of sessions, plus special events. n Free attendance at the ASBPE Foundation
n Expert speakers who focus on how-to, practi- inaugural reception, 30th Annual Azbee Awards
cal tips and insights, knowledgable in the print of Excellence banquet, and Kansas City Royals
and digital craft, targeted exclusively to B2B jour- baseball game.
nalists like you.

ASBPE Foundation inaugural celebration
Join the trustees of the new ASBPE Foundation One of the Foundation’s objectives is to help
for a special free reception and discussion of the B2B editors stay focused on the editorial and
organization’s goals the evening of Wednesday, business processes in the expanding digital
July 23 at the InterContinental Hotel. marketplace.
Also on hand will be ASBPE national and chap- ASBPE also hopes this new nonprofit charitable
ter board members, and conference speakers. 501(c)(3) Foundation can close the long-standing
Attendees are welcome to participate in the education gap that exists between the consumer
festivities. and business sides of journalism curricula.

A ‘diamond,’ for FREE
Join your fellow ASBPE colleagues as we attend
Cover design by Doni Conarroe, design services manager, Sosland Publishing Company

ful landmarks, Kauffman Stadium, which holds
a Kansas City Royals baseball game Friday 40,785 fans, includes a 12-story high scoreboard
evening, July 25. and a 322-foot-wide water spectacular, the largest
The game is free with full 2-day conference reg- privately funded fountain in the world. The score-
istration on a first-come, first-served basis. Extra board contains 36,425 light bulbs, most of them
tickets: $35 each. Sign up on the registration form. on the 40x60-foot screen.
Considered one of baseball’s most beauti- By opening day 2008, fans will enjoy a state-
of-the-art Crown videoboard and auxiliary LED
videoboard in the left field outfield wall. A larger
version of the Kauffman Stadium’s signature
Crown will feature the largest replay system in
Major League Baseball on one of the largest video-
boards in the country — all in high definition!
The new outfield wall LED board will display
out-of-town scores and highlights creating a new
game experience.
To see videos of the renovation projects, go to:
2008 National Editorial Conference
30th Azbee Awards of Excellence
Welcome from the conference chair Who will be
our winning
As the national vice president and how to design an effective home page. publications?
and conference chair, I am I would like to thank the following Kansas City
proud to welcome you to the ASBPE members for volunteering their time and
heart of the Midwest for the talents to the 2008 conference: Spring Suptic, Jeff The top
2008 national conference. Gelski, Alyson Collins, Jody Becker, Danica Tor- magazines
For the first time in its his- mohlen, Bill King, and Portia Stewart. since 2000
tory, ASBPE is bringing the We also couldn’t have done it without the Circulation of
conference and Azbee Awards national conference committee: Steven Roll, Roy 80,000 or More
of Excellence banquet to Kansas City, which is Harris, Rob Freedman, Robin Sherman, Tina Builder
home to many of the nation’s top B2B publishing Barbaccia, and Warren Hersch. CFO
companies and a very active ASBPE chapter. Thank you volunteers all for your support, and CIO
The 2008 conference will highlight issues that we at ASBPE look forward to seeing our members IndustryWeek
B2B editors face on a daily basis — conducting and nonmembers at the 2008 conference. Network World
interviews, rebuilding poorly written technical Overdrive
articles, and multitasking. ASBPE’s national vice president, Amy Fischbach, PC World
The conference will also feature hands-on is a freelance writer and editor in Overland Park, Restaurants &
interactive sessions on how to conduct an effec- Kan., and a former managing editor for Prism Institutions
tive podcast, how to shoot video for a Web site, Business Media. Selling Power

Special 30th Azbee celebration Circulation of
Less than 80,000
Winning an Azbee Award Winning this “best of ” award is recognition of Best’s Review
from the American Society of a publication’s ability to remain consistently rel- CIO Insight
Business Publication Editors evant in the face of profound changes in technol- CMO
signifies excellence to sub- ogy and economic fluctuations. Consistent quality
scribers, advertisers, and col- is the hallmark of the Azbee Awards, unlike most Meetings &
leagues in the business, trade, other B2B editorial and design competitions. Conventions
and association press. Of course, we’ll also be honoring our 2008 Public CIO
The 2008 contest is espe- Magazines of the Year and Web Site of the Year QSR
Residential Architect
cially meaningful because it marks the 30th anni­ during the banquet, and conference attendees will Sales & Marketing
versary of the Azbee Awards of Excellence. hear case studies about their strategies and tactics Management
To celebrate the occasion, ASBPE will announce for success. Nowhere else can you do this. SQL Server
the top magazines since 2000 and Web sites of the But ASBPE’s national conference has always
last five years. Winners will be chosen on how been more than just an awards program. The
they fared in the competition for Magazine of the 2008 conference is aimed at arming business
The top B2B
Year and Web Site of the Year categories. journalists with marketable skills and important
Web sites
The top publications during this time frame insights. See you in Kansas City!
since 2002
will be picked from among the list in the right
column (this page) and recognized in a special Steve Roll is ASBPE’s national president. He is a
ceremony during the Azbee banquet. You won’t senior legal editor at BNA Tax & Accounting in
want to miss this exclusive, highest B2B honor. Arlington, Virginia.
See the best in print and digital, editorial and design, July 24, 6 p.m, Kansas City 1
Keynote speaker Enhance your editorial, design, Internet,
management, and career-building skills
Noon–1:45 p.m.
DIGITAL DAY, Thursday, July 24 Lunch with the ASBPE
8:45 a.m.–9 a.m. Lifetime Achievement Award winner
Welcome Honoree: Abe Peck, Chair of Jouralism and Cross-
Steve Roll, ASBPE president, and Amy Fischbach, Media Storytelling, Medill School, Northwestern
Paul Conley entered ASBPE vice president and conference, awards chair. University. See bio on page 3. Introduction: Roy
journalism at the age Harris, ASBPE immediate past president.
of six. Too young to 9 a.m.–9:45 a.m.
be hired as a paper Keynote 2 p.m.–4 p.m.
boy, he got a neigh- Web-first: Changing your workflow, Concurrent break-out sessions
bor to subcontract your attitude, and your future Each of the following interactive breakout sessions
his route. Paul Conley, B2B media consultant and blogger. is one hour. Sign up for 2 of the 3.
Since then, Conley See bio at left.
has continued to Learning to work on the Web is only the How to do a podcast
rewrite the rules of first step in transforming your career. Craig Erpelding, community manager,
the profession as More important — and perhaps more
a reporter, editor, difficult — is learning to merge the Web You’ll learn how to record your voice, do
bureau chief, pro- into your entire working life. an interview, and post it online.
ducer, executive, B2B In his keynote, Conley will discuss:
blogger, and publish- n How newsrooms are mimicking the How to do video
ing consultant. best of the electronic wire services. Brad Erpelding, senior online
He has held senior n The bad news (you’re going to have audience development manager,
positions at Knight- to work harder) Penton Media.
Ridder, CNN, Pri­ n The good news (you have endless Erpelding will shoot a short video clip,
media/Prism, and chances for advancement and wealth). provide video-shooting tips, and then
Bloomberg. n How to change the way you and show you how to post it online.
Conley also serves your publication manage time and
on the advisory deploy resources. Web home page critiques
boards of College n What jobs your bosses are looking Jason Scott, co-owner of Di Interactive,
Media Advisers, and to cut — and how to protect yourself The Negro Leagues a Kansas City Web development firm.
Northwest Missouri from layoffs. Baseball Museum Scott will critique attendees’ home pages
State University’s n The ethical challenges that B2B chronicles the history on architecture, navigation, and design.
mass communica- journalists face on the Web. of the Negro Leagues.
tions program. 6 p.m.
His clients include 10 a.m.–11:45 a.m. Azbee Awards of Excellence banquet
Primedia/Prism, Editorial multi-tasking Honoring the best B2B editorial and design
Reed Business, in the digital age for print magazines and newsletters, and digital, and IDG. Bob MacArthur, senior vice president, publications.
With degrees Penton Media.
in journalism and Stacy Moncrieff, editor-in-chief, Realtor.
psychology, Conley Katy Tomasulo, deputy editor,
PRINT DAY, Friday, July 25
appreciates elegant Building Products, EcoHome, and 8:30 a.m.–9:45 a.m.
prose and behavior We hear the anecdotes. We read the research. We How They Did It, Part 1
analysis. He com- experience it. Now, let’s look for some resolution. Azbee Magazines of the Year case studies
bines them in theo- Our panelists will examine:
ries on how content n Staffing your publication for print and Web. 10–11 a.m.
“conditions” users. n Handling quality-control issues. How They Did It, Part 2
n Getting more done with fewer resources. B2B Web Site of the Year, and
n Gaining editorial control. Multi-Platform case studies
In both parts of this B2B publishing industry 1:45 p.m.–2:45 p.m.
exclusive session, the top editors of the four win- The art and craft of the interview
Lifetime Award
ners of Magazine of the Year, the B2B Web Site of Mike McGraw, reporter, The Kansas City Star.
the Year, and the Multi-Platform categories — the This interactive session will include a mock
foremost prizes in B2B publishing — will discuss interview that will address several issues:
their strategies and practical how-to methods for n Probing, asking tough questions.
achieving editorial excellence. n Asking open-ended and closed-ended questions.
Their examination will cover 1) writing, n Getting information from e-mail, instant
reporting, and editing; 2) editorial organization; messaging, face-to-face, and phone interviews.
3) reader interaction; 4) value to the reader; and n Doing background research.
5) layout and design, all of which are among the n Recording interviews, the law; taking notes. Abe Peck’s Medill
criteria used by Azbee judges in selecting winners. n Getting the interview, making the interviewee School of Journalism
Speakers will be announced at the ASBPE comfortable. career at Northwest-
Azbee Awards banquet the evening of July 24. n What trade magazine readers need to know. ern University spans
28 years, as a teacher
11:15 a.m.–11:45 a.m. 3 p.m.–4 p.m. specializing in
Exclusive research The curse of knowledge magazines. Go back
The quest for editorial leadership How to rebuild poorly written articles another 15 years,
Heather Onorati, managing editor, from industry experts and he’s known for
Dermatology Times, Advanstar. Robert Freedman, senior editor, helping establish the
Based on exclusive research by Onorati, Realtor, the National Association “alternative press,”
and co-sponsored by ASBPE, Onorati of Realtors. at such publications
will discuss the background of her Ellen Parson, managing editor, as Rolling Stone and
study into the perceptions of the Electrical Construction and The Seed.
leadership effectiveness of B2B editors, Maintenance, Penton Media. Among his con-
share the results, and offer valuable Industry experts are often not the tributions before
takeaways. Onorati will also lead a dis- best writers. In this session, panelists leaving Northwestern
cussion roundtable during lunch. 1) will hand out the before and after this year, Peck led
of an article they worked on, 2) will Magazine Publish-
Noon–1:30 p.m. discuss how they cleaned it up, and ing Project students
Lunch and discussions 3) talk about how they interacted with in conceiving more
Two special highlights: the writer. than 30 prototypes.
1) Roundtable discussions during The panelists will also hand out an He was AEJMC’s
lunch on editorial leadership, small article that wasn’t adequately edited Magazine Educator
staffs, freelancers, and design. Titled “Bird Lives,” this and explain where they believe the of the Year in 2003,
statue in the historic editor should have intervened to help and is enshrined in
2) Panel discussion at end of lunch: 18th & Vine Jazz District make it more readable. Chicago’s Journalism
“Exploring the Emerging International honors Kansas City What you’ll learn: Hall of Fame.
native and jazz legend
B2B Press Market.” n How to root out self-promotion Long involved
Charlie Parker.
Natalia Thomson, managing editor, when industry professionals write. in B2B media as a
NOW Media, Johannesburg, n Ways to transform a poorly written article into a leading consultant,
S. Africa. readable and usable story. including doing edi-
Louise Marsland, editor,, n How to work with industry experts to help them torial audits for years
Johannesburg, S. Africa. to turn in more effective articles. with Advanstar, Peck
Paul Heney, president of Trade, Association and n How to edit a technical article to enhance its has associations with
Business Publications International. meaning. ASBPE extending
What you’ll learn: back to the 1980s.
n How the mobile revolution affects B2B 6 p.m. He is author of
internationally. Kansas City Royals Uncovering the ’60s:
n Working with publishers in other countries. major league baseball game The Life and Times
n Creating e-newsletters in other languages. For those of you attending the game, please listen of the Underground
n The international market for English-language for announcements about transportation to and Press.
B2B articles and their reception to major changes. from the game. Sign up on the registration form.
Louise Marsland is editor and editorial director
About the speakers
of, Africa’s leading provider
Brad Erpelding works for Penton Media as a of daily media, marketing, and advertising news
senior online audience development manager and information. She is also the South Africa
where he analyzes Web traffic and implements joint-coordinator of the Trade Association Busi-
new products, including video, on a half-dozen ness Publication International. A journalist with
Web sites. He graduated from Kansas State Uni- 20 years’ experience, Marsland started in daily
versity in May 2006 with a degree in journalism newspapers in South Africa in the 1980s and has
and an emphasis in radio and television. specialized in B2B and online media in the last
decade. She recently researched the sustainability
Craig Erpelding is community manager for Reel- of the B2B media sector for her masters in com-, a 2008 min online Awards finalist merce degree through the Leadership Centre of
for Best Community/Social Networking site and a the University of KwaZulu Natal.
special projects editor for Digital Content Pro-
ducer, Millimeter, and Sound & Video Contractor. Mike McGraw is a special projects reporter for
He’s lead efforts for award-winning online audio The Kansas City Star. He has also worked at The
and video products, including tradeshow video Hartford Courant and The Des Moines Register.
blogs, editorial podcasts, and user-uploaded video He has covered organized labor, agribusiness, the
into meat-packing industry, Department of Defense
contracting practices, and housing issues. McGraw
Robert Freedman is senior editor of Realtor, is a former board member of Investigative Report-
published by the National Association of Realtors, ers and Editors, and contributor to IRE’s The
where he covers government news, economics, Re­porter’s Handbook. His awards include a Pulitzer
and brokerage management. He developed the Prize for National Reporting and two George Polk
magazine’s first book, Broker to Broker: Manage- awards. McGraw has a master’s degree in journal-
ment Lessons from America’s Most Successful Real ism from the University of Missouri School of
Estate Companies. His most recent book is How Journalism.
to Make Real Money in Second Life (McGraw-Hill,
2007). Freedman is a past president of ASBPE. He Stacey Moncrieff, editor-in-chief of Realtor, has
has a master’s degree in humanities from Mary- been with the National Association of Realtors for
mount University. nearly 20 years. She started as an associate editor
with Real Estate Today, where she covered sales
Paul J. Heney, editorial director, Questex Media’s and finance. Recently, Moncrieff edited the asso-
Hotel Group, has served on ASBPE’s national ciation’s centennial book, National Association of
board since 1997, including as national president Realtors: 100 Years in Celebration of the American
from 1999–2003. Heney is president of Trade Dream (Wiley Publishing, 2007). Staff editors have
Association Business Publications International, won four national Azbee awards in 2007 — two
based in Cleveland, and steers the organization’s gold awards for the magazine, a gold award for
international B2B magazine awards program and on-site trade show coverage, and a silver award
magazine critique service. for the monthly business tips e-newsletter — and
three Midwest regional awards for design. Moncri-
Bob MacArthur is senior vice president of Penton eff has a journalism degree from Ohio University.
Media overseeing IndustryWeek, Machine Design,
Medical Design, Electronic Design, Logistics Today, Heather Onorati is the managing editor of Der-
New Equipment Digest, and Contracting Business. matology Times, Advanstar Communications in
Previously at Penton, he had been a group pub- North Olmsted, Ohio, and a master’s candidate at
lisher, associate publisher, national sales manager, Kent State University where she has been study-
and district manager. He was the recipient of the ing media management. Her thesis focuses on the
Primedia Business Magazines Employee of the perceived leadership effectiveness of B2B editors.
Year Award in 1995 and the Employee Excellence She earned her bachelor’s degree in magazine
Award in 1999. MacArthur has a master’s in busi- journalism from Ohio University.
ness administration and a bachelor’s degree in
history and education from West Virginia State Ellen Parson has been a B2B journalist for 15
University. years, most recently managing editor of Penton’s
Electrical Construction & Maintenance. She has Natalia Thomson works at Africa’s largest travel
won numerous ASBPE, Maggie, and Folio: awards. trade publisher, Now Media, as managing editor
She was also a three-time finalist for the Jesse H. of Travel News Weekly and Southern African Tour-
Neal Award. Parson has covered markets in baking ism Update. She is the head of the Travel Publica-
and grain, heavy equipment and construction tions division and is heavily involved in online
industry, and professional audiovisual. Previously, media initiatives. Thomson completed a MSC in
she served as a full-time freelance writer and edi- publishing studies cum laude through the Robert
tor, an editor for a non-profit organization, and a Gordon University in Aberdeen, United Kingdom.
member of the Kansas University Medical Center’s Her specialization was online media adoption by
public relations team. She graduated in 1992 from the South African business-to-business sector.
the University of Missouri-Columbia School of
Journalism with a bachelor’s degree in magazines. Katy Tomasulo is deputy editor for Building
Products, EcoHome, and, part of Wash-
Jason Scott is the co-founder and managing part- ington, D.C.-based Hanley Wood Business Media.
ner of Di Interactive, a Kansas City-based Web site During her eight-year career at Hanley Wood, she
developer. Founded in 2001, Di Interactive focuses spent five years as managing editor for ProSales
on custom development, Flash animation, and and Tools of the Trade magazines and also served
search engine optimization. Di Interactive’s sites as associate editor and assistant editor for other
have won national and international awards, and construction trade publications. Tomasulo was
the company has been nominated for the Kansas an ASBPE Young Leaders Scholarship recipient in
City Chamber of Commerce’s “Small Business of 2004 and is currently president of the Washington,
the Year” award. Di Interactive is also recognized D.C., chapter of ASBPE. She graduated from the
by Ingram’s Magazine as one of Kansas City’s University of Maryland with a bachelor’s degree
Top-25 Web development firms. in journalism.

Hotel and meeting essentials
n InterContinental Kansas City at the 13, $330. Non-member cost through
Plaza puts you in the midst of Country July 13 is $285; after July 13, $385.
Club Plaza, an outdoor museum of Spanish Price includes all continental break-
architecture and European art with 200+ fasts and lunches only.
stores and restaurants. The hotel’s prime n Discounts: 10% discount for both
location is minutes from the sights you’ll the full-conference or one-day con-
most want to see including The Nelson- ference may be applied if 3 or more
Atkins Museum of Art, the American Jazz people are from the same publica-
Museum, Crown Center, Union Station, tion. You must state on registration
and the Negro Leagues Baseball Museum. form which day you will attend.
n Conference Hotel. The conference is n Azbee Awards Banquet Fees: If you will
July 24–25, 2008, at the five-star Inter- Hotel business
be attending the banquet only, member
Continental Kansas City at the Plaza, 401 amenities
cost is $140 and non-member cost is $165
n The Business Center is
Ward Parkway, Kansas City, Mo. 64112. through July 13 and $165 after July 13.
staffed between the hours
1-866-856-9717. Fax: 1-816-756-1635.
n Room Rates, Reservations: $159 of 7 a.m. –5 p.m. and www.kansascityic.
single/double. For reservations call: automated 24 hours.
1-816-756-1500. To receive the group rate, n Services include copying,
n Full Conference Fees: Cost for members mention that you are attending the ASBPE e-mail & Internet, facsimile,
through July 13 is $395; after July 13, $475. conference. Reservation deadline is July 2. PC available, printing,
Non-member cost through July 13 is $495;
n Transportation: mobile phone rental, and
after July 13, $675. Price includes all conti-
To–from Hotel-KC International Airport courier service.
nental breakfasts, lunches, and the Awards
n High speed Internet access:
of Excellence banquet. Shuttle (one way): $17; Taxi Charge (one
Initial fee: $13.45, Service
n One-Day Conference Fees: To attend way): approx. $45.
provider: USA Technolo-
only one day of the conference, cost for To–from Amtrak Train 2 miles north to gies, PC available.
members through July 13 is $230; after July hotel.
American Society of
Business Publication Editors
214 N. Hale Street
Wheaton, IL 60187

2008 National
Editorial Conference
July 23–25, 2008

Azbee Awards
of Excellence Banquet
July 24, 2008
The InterContinental Hotel,
Kansas City, Mo.

n Register by July 13
n Join ASBPE now
n Register 3 or more people
from the same publication
Proud ASBPE Conference Sponsors
n Two days of useful seminars, panel
discussions, and interactive work-
shops targeted at editors of business,
trade, and association print and Internet
n Very affordable registration fees —
one-third the cost of similar events.
n Thought provoking interactive
sessions designed to facilitate network-
ing with your colleagues in the business,
trade, and association press.
n Cutting-edge speakers with fresh
perspectives on the latest trends and
practical strategies.
n The best editorial and educational
value sponsored by YOUR profes-
sional association, the American So-
ciety of Business Publication Editors.
2008 National Editorial Conference and Awards of Excellence Banquet
The InterContinental Hotel, Kansas City, July 23‒25, 2008
Registration form
Full-conference fees include ALL sessions, breakfasts, lunches, tion and get the member rate. For more information, call
Awards Banquet, and KC Royals baseball game. One-day confer- 630-510-4588, or visit our Web site, or
ence fees includes 1-day sessions, breakfast, and lunch for the day e-mail
only (Azbee Awards banquet is extra cost for one-day attendees). ASBPE regular membership is open to editors and writers,
Separate registration forms must be included for each regis- including freelance writers and editors, who work for business,
trant. Please copy this form for each additional registrant. professional, trade, and association magazines, newsletters, and
If you are not an ASBPE member, join with your registra- Internet publications.

Name Job Title

Company Address

City State Zip Code

Phone Fax E-mail (required)

Are you an ASBPE member? q Yes q No q I want to become a member to get registration discount. An additional $75 is
included for regular membership; $100 for affiliate (e.g. vendors) membership; $50 for freelancers, in the total payment for my dues.

Full Conference Fee* One-Day Conference Fee**
Postmarked BY July 13 Postmarked AFTER July 13 Postmarked BY July 13 Postmarked AFTER July 13
q Member: $395 q Member: $475 q Member: $230 q Member: $330
q Nonmember: $495 q Nonmember: $675 q Nonmember: $285 q Nonmember: $385
I will attend on: q July 24 OR q July 25
*3-PLUS Discount: If three or more are attending from the same publication, a 10% discount applies.
**One-day fee does NOT include Azbee Awards banquet or the KC Royals baseball game.
Azbee Award Banquet-Only Fees (July 24, 6 p.m.): q Member: $140 q Member after July 13: $165 q Nonmember: $165
q YES, I would like to buy a table at the Azbee Awards banquet for $1,260 (a 10% discount for a table of 10).
I will attend the FREE Foundation reception Wednesday evening, July 23 (see page B). q YES q NO RSVP by July 13
Breakout Sessions: Please sign up for 2 of the 3 below (see page 2 for information about the sessions):
q How To Do a Podcast; q How To Do Video; q Web Home Page Critique: Provide site URL ________________________________
Kansas City Royals Baseball Game, Friday evening, July 25 (see page B; first come, first served; We will keep a waiting list):
q YES, I will attend the game (free with full Conference registration). q NO, I will NOT attend the game.
If YES, I need _____ (insert number) tickets. Registrant attends game for FREE. Extra tickets are $35 each.
Payment Information
Payment must accompany this form. Payment for all registrants from one organization may be covered by a single check or credit
card, however, registration forms must be submitted together.

q Enclosed is my check payable to ASBPE for $____________
q Please charge my: q Visa q MasterCard q Amex for $____________
Card Number Exp. Date:

Cardholder Signature:

Send this registration form to: Holly Lundgren, ASBPE Conference, 214 N. Hale St., Wheaton, IL 60187
Telephone: 630-510-4588 Fax: 630-510-4501 E-mail: Website: