Lifshitz' Electrodynamics of Continuous Media which has the following comment at the end of the section on piezoelectricity: "Let us point out two more phenomena, which, in principle, could exist. One is piezomagnetism, which consists of linear coupling between a magnetic field in a solid and a deformation (analogous to piezoelectricity). The other is a linear coupling between magnetic and electric fields in a media, which would cause, for example, a magnetization proportional to an electric field. Both these phenomena could exist for certain classes of magnetocrystalline symmetry. We will not however discuss these phenomena in more detail because it seems that till present, presumably, they have not been observed in any substance." One year later, I. E. Dzyaloshinskii showed using symmetry arguments that the material Cr2O3 should have linear magnetoelectric behavior, and his prediction was rapidly verified by D. Astrov. Over the next decades, research on magnetoelectric materials continued steadily in a number of groups in Europe, in particular in the former Soviet Union and in the group of H. Schmid at U. Geneva. A series of East-West conferences entitled Magnetoelectric Interaction Phenomena in Crystals (MEIPIC) was held between 1973 (in Seattle) and 2009 (in Santa Barbara), and indeed the term "multi-ferroic magnetoelectric" was first used by H. Schmid in the proceedings of the 1993 MEIPIC conference (in Ascona). Mechanisms for combining ferroelectricity and magnetism To be defined as ferroelectric, a material must have a spontaneous electric polarization that is switchable by an applied electric field. Usually such an electric polarization arises via an inversion-symmetry-breaking structural distortion from a parent centrosymmetric phase. For example, in the prototypical ferroelectric barium titanate, BaTiO3, the parent phase is the ideal cubic ABO3 perovskite structure, with the B-site Ti4+ ion at the center of its oxygen coordination octahedron and no electric polarisation. In the ferroelectric phase the Ti4+ ion is shifted away from the center of the octahedron causing a polarization. Such a displacement only tends to be favourable when the B-site cation has an electron configuration with an empty d shell (a so-called d0 configuration), which favours energy-lowering covalent bond formation between the B-site cation and the neighbouring oxygen anions. This "d0-ness" requirement is a clear obstacle for the formation of multiferroics, since the magnetism in most transition-metal oxides arises from the presence of partially filled transition metal d shells. As a result, in most multiferroics, the ferroelectricity has a different origin.