March 2009 the Newest ISMTE Member Benefit in This Issue: from the Executive Director - Beverlee Anderson ‘How Can I find a Job Like Yours?’ Talented Membership
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Column: President’s Message March 2009 The Newest ISMTE Member Benefit In this issue: From the Executive Director - Beverlee Anderson ‘How can I find a job like yours?’ talented membership. So take a look It’s a question many of us are often at it, post your basic resume/CV, and Articles asked and which we often ask of keep an eye out. • Advertising in others. ISMTE can now help answer In the meantime, take a close Journals 2 that question. look at your own resume/CV which, The newest member benefit is of course, should always be kept up our Career Center - a partnership to date. Is it focused on delineating with Job Target, a nationally the skills you have, your recognized job board that serves accomplishments, your Columns many industries. So should you post responsibilities? Or is it just a list of • President’s your resume/CV online if you are, as dates and jobs? Does it fit onto a Message 1 I am, happy with your current maximum of two pages? Do you • Tips & Tricks 7 situation? Of course. You never even know where it is on your • Taming know what is out there that might computer? Do you have a few Technology 12 just be what you were always looking sample cover letters you can • Publication for. Many of the jobs we currently manipulate for different Partners 15 have came about by word of mouth, circumstances? Our Career Center • Portrait of an an opening someone knew you would also offers resume/CV writing Editorial Office be ’perfect‘ for, or an exhaustive job services and EON will publish ’how- 17 search. The Career Center job board to’ articles on this subject as well. is another tool for expanding our I love my job…or should I say individual potential and our Society’s jobs, as none are full-time in real niche community of managing and time, but full-time in commitment Calendar 19 technical editors. Hopefully, as to the goals of each organization for ISMTE grows and provides more quality membership services, quality professional development, the only educational opportunities, and place a potential employer will turn quality resources. I try hard to to is our site to post available jobs convey this in my own resume. and to view the resumes/CVs of our continued on page 11 MARCH 2009 PAGE 1 ARTICLE Advertising in Journals by Jason Roberts ISMTE President Managing Editor, Headache Managing Editor, The Journal of Sexual Medicine [email protected] Advertising in journals can look at how each of these represent a potentially Revenues from factors influence revenue: lucrative way to supplement a Advertising journal’s sales revenues – Circulation Size possibly even exceeding The most common type of subscription sales. It’s not for advertising is the traditional As expected, larger all journals: many subjects allotment of page space for a circulation journals can simply do not lend themselves product advertisement in print demand the highest sales to advertising, either because journals. For medical journals figures, but volume is not there are no products to in particular, revenues can run everything. If a journal has a market or because the from several hundred dollars or predominance of a particular readership is too small, or even Euros to several thousands per type of reader (characterized too international (more on that issue. In medical publishing by specialty or area of later). This article looks alone, according to PERQ, the expertise), this may be more specifically at the sale of renowned monitor of journal attractive to advertisers than commercial advertising space. advertising spend, US $850 sheer volume, much like how Other types of advertising million was spent on TV advertisers seek the core include classifieds (often used advertising in 2005.1 18-49 demographic because of for small job postings, resale of their spending power. equipment) or in-house The revenues generated by advertising on left-over pages. print advertising vary widely Content may also trump between journals. Reasons for circulation. For example, again, In this article I will restrict this include the size of drawing from medical journals, comments to print circulation, the location of the clinical journals might have an publications. Online advertisement within a journal easier time in securing advertising will be a focus of a and the length of an advertising than a basic science second article to publish later advertising arrangement. Let’s title. For pharmaceutical in the year in EON. advertisers, clinicians are the 1 PERQ/HCI Research. (2006) Advertising revenue by medical specialty. Princeton (New Jersey) www.perqhci.com/News/ spending/ad_revenue_by_class_pfv.html (accessed 19th February 2009) MARCH 2009 PAGE 2 ARTICLE Advertising in Journals continued key group because they are location. Within a print journal product prescribers. Clinicians certain spaces are of higher Usually publishers attempt might only refer to basic value to advertisers. Sales staff to secure multiple-issue science titles when they need know this and price advertising commitments, some background science. A accordingly (Preferred Position most obviously for a complete clinician might consult a Rates). The back cover and volume or year. In return, clinical journal more regularly inside front cover command advertisers may receive a as it has the potential to the highest prices. After that, discount on pricing. influence their practice. In this location next to the Table of Conversely, publishers can scenario, both journals may Contents or featured articles/ often make a ‘quick buck’ from have the same circulation, but sections might also demand a one-off sales for special or one title might simply sit on a higher fee. themed issues. Another source bookshelf most of the time – of one-off revenue is sales in an clearly not an attractive Most journals cluster issue carrying the abstracts for prospect for potential advertising into one spot, a meeting. advertisers. usually at the start, before the The geographic editorial content, or at the Non-traditional distribution of the readership back of the journal, after the Advertising is also important for editorial content. Some advertisers. Though this is journals do allow interspersed Page advertisements somewhat of a generalization, a advertising. These are adverts dominate sales but some journal with a truly mixed in with the editorial publishers offer other sales international subscriber-base content. Again, advertisers will options for print publications. might struggle to secure pay top dollar for such These have the potential to advertising over a title with locations. Most titles, however, return higher revenues as they subscribers clustered consider this a commercial step typically stand out from the predominantly in one country. too far. Standards have norm. All usually feature some Reasons for this include obviously changed over time. form of product branding. variance in the names of For Headache’s 50th anniversary, Some options include: products in different markets I consulted a facsimile of the and complexities over whether first edition and not only found Bellyband- A wrap that a particular product is available interspersed advertising, but partially covers the front and (and by extension, if a company each advertisement was back of a journal issue. About is allowed to market a product followed by an article on the 75% of the cover is still in certain markets). product from the preceding exposed. The bellyband is advert – a situation, I should typically fitted so tightly it Location of an hasten to add, that would never must be torn apart before the Advertisement happen now. reader can open the journal. Cover Tip- A postcard lightly As with selling a house, it’s Length of Advertising glued to the cover and removed all about location, location, and Agreements like a post-it note. The MARCH 2009 PAGE 3 ARTICLE Advertising in Journals continued measurement is approximately are very tight regulations (for industry in particular has made 7 inches (18cm) across by 5 example, in the United States attempts to regulate itself and inches (13cm) down. these are set by the Federal provide good practice policies Outsert- a loose Drug Administration) such as PhRMA Guiding advertisement placed in the regarding when a product can Principles: Direct to Consumer journal’s polybag (the plastic be advertised. If a product has Advertisements About wrapping the journal is mailed not been indicated for use in a Prescription Medicines.2 The inside). particular treatment method acronym PhRMA stands for E-Sert- A DVD placed in the for a disease or condition, then The Pharmaceutical Research journal or in the journal’s a pharmaceutical company and Manufacturers of America. polybag. cannot promote that product. Advertorial- An Some products, however, are Who decides what is advertisement designed to look used ‘off-label’ for treatment acceptable? like an article. The word for an associated condition ‘advertisement’ is listed above that in turn affects the Determining what is or below to distinguish it from condition actually under appropriate content is a task editorial content. treatment. Sometimes these that falls to different parties Business Reply Card- Bound products become well known depending on factors as varied into the journal or affixed to an as an alternative form of as who owns the journal or ad. It prompts the reader to treatment and drug companies even society politics. For titles mail in the card or go to a may eventually look to receive not owned by a publisher website and find out more approval from a regulatory (society-owned publications for information on a product or body like the Federal Drug example) the responsibility for service. Administration or its vetting the content of an equivalent in other countries. advertisement might rest with Advertisers might try other In such circumstances a the editor-in-chief.