From Cover Stories to Chiropractic Conversations
From Cover Stories to Chiropractic Conversations
MEET THE EXECUTIVE TEAM BEHIND TAC TIC TALK! In this episode The American Chiropractor executive team Dr. Joe, Jaclyn and J.R., get together to reflect on the history of the magazine, what motivates each other, and the impact the magazine has had on their lives, the world, and the chiropractic profession!
Joe Busch, DC: I’m Dr. Joe, editor of The American Chiropractor magazine, joined by publisher Jaclyn Touzard and our brother J.R., advertising and digital director. We’re celebrating today by diving into the history of the magazine, its impact on the profession, and our roles in carrying it forward. Jaclyn, let’s start with the origins of The American Chiropractor. How did it all begin?
Jaclyn Touzard: The American Chiropractor was acquired in 1978 by our parents, Dr. Richard Busch Jr. and Jean Ireland Busch, both passionate about chiropractic. Now in its 48th year, the magazine mails to 40,000 chiropractors, primarily small, family-owned practices. Our father, a practicing chiropractor, acquired the magazine to expand his vision of connecting chiropractors and promoting education beyond the classroom. As second-generation leaders, we’re honored to carry forward their legacy. Five of our six siblings are involved in chiropractic, with four of us—Joe, JR, myself, Tracy & Rick sometimes—actively engaged in the magazine’s operations.
Joe Busch, DC: It’s a true family endeavor, rooted in our childhood. We grew up stuffing envelopes and attending trade shows, immersed in the chiropractic world. JR, you’ve got a unique story with the magazine, even appearing on the cover as a baby! How did you get involved, and what’s your role today?
JR: That’s right, I was on the cover in 1981, so my connection goes way back! I officially joined in 1999 as advertising and digital director. My role is to work with vendors, many of whom are chiropractors developing innovative techniques or technologies, to promote their work through the magazine. I’m passionate about using marketing and digital platforms, like this podcast, to educate chiropractors. My personal tie is deep—a chiropractic technique saved my life when I nearly drowned as a child, so I’m driven to share the profession’s potential to transform lives.
Joe Busch, DC: That experience really shaped your commitment. My own journey with the magazine started early, too, from folding letters as a kid to helping at trade shows. As editor, I now oversee content while practicing chiropractic. My background in chemistry at Indiana University initially pointed me toward engineering or pharmaceuticals, but I was drawn to chiropractic’s hands-on, holistic approach. I split my time between treating patients and ensuring the magazine highlights practical, experience-based content. Jaclyn, you’ve been with the magazine for nearly three decades. How did you get started, and what’s your role as publisher?
Jaclyn Touzard: I joined in 1996 after graduating from Indiana University, drawn to the family business and chiropractic’s altruistic impact. Growing up in a family of six siblings with rockstar parents, it felt natural to work alongside them. As publisher, I shape the magazine’s strategic direction, ensuring we feature the latest in health and healing while honoring chiropractic’s foundational principles. I focus on building community by connecting chiropractors at trade shows and colleges, helping them stay informed after graduation. With almost 30 years under my belt, I’m committed to making the magazine a resource that chiropractors can trust.
Joe Busch, DC: The magazine’s core mission is to educate chiropractors outside traditional settings, focusing on techniques, technology, and wellness. JR, how do you see the magazine making a difference in the profession?
JR: We’re a vital resource for chiropractors, showcasing tools and techniques that often aren’t taught in schools. At trade shows, I meet vendors — many chiropractors themselves—who’ve developed innovations that deliver better patient outcomes. The magazine serves as a vehicle to share these advancements, helping practitioners achieve natural, effective results. My personal experience with chiropractic fuels my drive to ensure chiropractors know about these options, enhancing their ability to help patients.
“We’re a vital resource for chiropractors, showcasing tools and techniques that often aren’t taught in schools.”
June 2025 issue of The American Chiropractor & the 2024-2025 Annual Buyer's Guide
Joe Busch, DC: That’s a great point about real-world impact. Jaclyn, how do you ensure the magazine remains a trusted source for both new and established chiropractors?
Jaclyn Touzard: Trust comes from staying neutral and prioritizing clinical experience. We avoid political affiliations, focusing instead on what’s happening in the profession—whether it’s influential figures or new technologies like functional medicine. Our 40,000 monthly readers rely on us to present a range of techniques without pushing a single approach. We’ve learned to put personal opinions aside, featuring both chiropractic’s foundational greats and emerging innovators. By showcasing practicing doctors with decades of experience, we counter trends and misinformation, empowering readers to choose what works for their patients.
Joe Busch, DC: Looking to the future, JR, what’s your vision for the magazine over the next 5-10 years, especially in fostering community and advancing chiropractic?
JR We’ll keep printing for our 40,000 readers, as print remains a cornerstone, but we’re expanding digitally. This podcast, for example, reaches chiropractors during their commutes, diving deeper into our print content. Social media will amplify our presence, building a stronger community. Post-COVID, chiropractic is poised for a larger role in national healthcare, and we’ll educate both practitioners and the public about its value. My goal is to bridge print and digital, ensuring chiropractors have accessible, reliable resources to grow their practices.
Joe Busch, DC: Jaclyn, what are your goals for the magazine’s future?
Jaclyn Touzard: We’ll continue connecting chiropractors through trade shows, colleges, and events, making it easier for them to stay updated. Print is still king—USPS ensures delivery— but we’re enhancing digital access for convenience, with high-speed online editions. Our studies show readers prefer physical copies, using digital as a reference. We’re committed to authentic content from practicing chiropractors to combat Al-driven misinformation and infotainment. My vision is to keep chiropractic central to wellness, supporting doctors in delivering care that transforms lives.
Joe Busch, DC: I share that vision. We’re expanding our digital footprint while preserving print’s tactile appeal. AI and misinformation are challenges, so we’ll prioritize content from chiropractors with real clinical experience. My “why” is rooted in family and service. Chiropractic school was grueling, but after a full undergrad degree it taught me resilience. The magazine lets me blend patient care with creativity, working alongside you both and our readers. Jaclyn, what’s your “why” for staying with the magazine?
Jaclyn Touzard: My “why” comes from our dad’s quote: “What I want for myself, I want for everyone.” Chiropractic has given our family health and purpose, and I’m driven to share that with others, especially younger generations facing uncertainty. Staying in the family business for decades is rare but enriching. We’re our own guinea pigs, applying chiropractic’s tools, and I want to pass that knowledge on, connecting readers with living legends who offer decades of clinical wisdom.
JR: Family is my “why.” I always dreamed of working with our family, and chiropractic’s impact on my life—saving me as a child—keeps me passionate. Though not a hands-on healer, I love marketing and educating chiropractors, helping them reach more patients. The magazine is my way of giving back to a profession that’s given me so much.
Joe Busch, DC: I definitely couldn't say it better myself—be sure to listen to the podcast online to get the full answers! We love to have the privilege to provide you with this content every month in your mail box, online through the podcasts and website, and in every format across the country. Give us a 5 star rating in the apple podcast store, and on Spotify, and be sure to update your annual subscribtion to continue receiving your monthly copy. Visit the site www.tac-web.com to renew!
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