The search committee for the editor of The Journal of Consumer Affairs requested the reappointment of Professor Herbert Jack Rotfeld to an addition two-years as editor through 2011. In his two previous terms as editor, Dr. Rotfeld has served the journal well. Not only has his superb editorial expertise maintained excellence for the journal, he has also broadened the readership base through his promotional activities with other organizations. In addition, he has been timely in publishing the journal and responding to those who submit manuscripts, which is no trivial matter. Herb is a professor of marketing at Auburn University where he teaches advertising and consumer behavior courses plus a graduate course on the social legal ethical environment of business. He is widely published in journal articles dealing with consumer issues. In addition to his editorship of JCA, he holds various editorial positions, including as a guest editor for a special issue of Journal of Advertising, serving on editorial boards for several other journals and working as the Treasurer of the American Academy of Advertising. We are very pleased that Herb is willing to continue in this capacity, as it represents a major sacrifice of his time and energy. Congratulations to Herb!