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Big Ad Sales for Ethanol Editorial

CHICAGO — POET, the largest ethanol producer in the world according to the Renewable Fuels Association, soon will publish a quarterly print magazine that supports the company’s re-branding effort. The first issue of Vital, published by Imagination, is scheduled to mail April 21, 2008.

The target audience includes: customers, employees, government, investors and vendors. Vital content is centered on biofuel industry updates and trends, case studies, and the countdown to “Project Liberty,” a POET initiative to develop cellulosic ethanol funded by a $200 million grant from the U.S. Department of Energy.

Higher-than-expected ad sales for the first issue warranted an increase of editorial content. “Ad sales were so strong that we went up eight pages,” says Ross Foti, the publisher. “The magazine originally contained 48 pages of editorial, and we expected about six ads.” The first issue contains 14 ads. Vital will have a digital presence as well.

POET changed its name last year from Broin (the founder’s name). The company produces and markets more than 1.25 billion gallons of ethanol annually.

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