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.
International Journal of Advertising (2006)
Vol. 25 Issue 2, p247-250, ISSN 0265-0487