On Reviewing

The author comments on the benefits and importance of the peer review process in the "International Journal of Advertising." He argues that being a reviewer keeps a scholar entrenched in his or her field, and that editors should not refuse to review for less prestigious journals. He suggests that reviewing can help the reviewer to keep ahead of the publication lag time in current research. He recommends addressing criticisms to a manuscript rather than a person when reviewing.

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	Carlson, Les Interim Department Chair & Professor of Marketing Expertise: Consumer Behavior Consumer Socialization Marketing Communication Services Marketing Marketing CBA 310 P.O. Box 880492 University of Nebraska-Lincoln Lincoln, NE 68588-0492, USA Phone: (402) 472-3156 Fax: (402) 472-9777 lcarlson3@unl.edu	Carlson, Les	Marketing