To the Editor.
— In their my-shirt-has-more - hair - in - it - than - yours - does exchange over advertising in medical journals, neither Dr Goldstein1 nor Dr Rennie2 mentioned what I always considered a reasonable compromise. To wit, put the advertisements en bloc before and after the substantive text, as is done in the New England Journal of Medicine. Advertising revenue is retained and those "readers [who] keep telling editors that they find the ads informative"2 know where they are. On the other hand, readers who object to the advertisements can tear 'em out without a glance.Rennie may decry "the throwaway journals... being merely the inventions and creatures of the advertising industry," but JAMA's present interspersion of advertisements is only marginally better than most of the throwaways.
Kirkland LR. Of Mugs and Marketing. JAMA. 1991;266(20):2830. doi:10.1001/jama.1991.03470200042016