In Shakespeare’s Romeo and Juliet, Juliet asks, ‘What’s in a name?’. Her words suggest that names are merely labels, holding little significance in defining the essence of a thing.
Yet, names can profoundly shape perceptions, signal identity, and set expectations.
With this in mind, I want to update you about a pivotal moment for Holography News® (HN), which is adopting a new name: Holography & Optical Technology News® (HOT News).
We are nearing our 40th anniversary, and over the past nearly four decades , HN has been one of Reconnaissance’s most cherished publications. It is a trusted source of information, insight, and innovation for professionals working with and in holography. We feel deeply connected to HN, and we know our readers feel the same way.
Change is difficult, yet necessary – for the industry and for us. This change reflects a thoughtful and deliberate decision to align our publication with our industry’s evolving landscape.
For decades, we have witnessed holography’s journey, from its early applications in security and authentication to its broader adoption in brand protection, document security, and other areas. However, optical technologies have grown far beyond traditional holography over the years.
Advances in material science, optics, photonics and nanotechnology have opened new avenues for exploring various applications. From 3D imaging to anti-counterfeiting solutions and immersive experiences, the convergence of holography with other optical innovations has expanded the boundaries of what is possible.
Many companies that once focused solely on holography have diversified, integrating optical security technologies into their portfolios.
Recognising this, the International Hologram Manufacturers Association (IHMA), established in 1993, has embraced the new optical security ecosystem and rebranded as the International Optical Technology Association (IOTA).
To paraphrase the words of Abraham Lincoln, Holography News has always been ‘of the people, by the people, and for the people’. Our new name mirrors this progression. Adopting a new name is our way, as publishers, of reflecting the evolution of this vibrant industry and recognising the innovations shaping its future.
While our name changes, our essence remains the same. The shift to HOT News shows our intent to embrace the future while honouring the past.
The term ‘holography’, which remains at the heart of our name, represents the foundation of our publication and the industry we serve. Adding ‘optical technologies’ signals our readiness to explore the frontiers of innovation that intersect with and extend beyond holography.
We will continue to deliver authoritative, well-researched, and engaging content.
Our editorial focus will still highlight the role of holography in critical sectors, from securing banknotes, tax stamps, and product authentication to enabling anti-counterfeiting measures in packaging. We will also add the evolving role of optical security technologies in the new ecosystem.
At the same time, we will explore advancements beyond anticounterfeiting in related fields, such as diffractive optical elements, micro-optics, nanostructures, AR/VR, and other applications in design and security.
In the end, names do matter. They shape identity and convey purpose.
With HOT News, we are adopting a name that describes who we are and where we’re headed.
As we embark on this new journey, I would also like to express my gratitude to Lewis T Kontnik, the founding editor, as well as his successors Ian Lancaster, Astrid Mitchell, Ed Dietrich, Mark Deakes, Francis Tuffy, Micaal Sidorov, and all our readers. Their collective efforts have made HN one of the most enduring and respected holographic and authentication industry publications.
Their vision and dedication have laid the foundation for this next chapter.
After all, while Juliet questioned the value of a name, we believe the right name can inspire a vision and set the stage for what’s to come.
HOT News is your publication, and I look forward to your invaluable feedback, whether you are a longstanding reader or a new subscriber.
Chander S Jeena
