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November 27, 1991

Of Mugs and Marketing-Reply

Author Affiliations

Randleman, NC

Randleman, NC

JAMA. 1991;266(20):2830-2831. doi:10.1001/jama.1991.03470200042018

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In Reply.  —The suggestion of Drs Johnson and Kirkland to sandwich the text within the advertisements should satisfy just about everyone: the reader may avoid the advertisements if so desired, the editors may more effectively give the appearance of dissociation from commerce, and the advertiser may still maintain a foothold within the journal. And, of course, critics like me may discover endless metaphors in the resultant fast-food hamburger comodification of medical journalism.I think, though, that a taste of the meal would be appropriate. Note that a portion of JAMA's table of contents is highlighted. By no coincidence, this same section of JAMA is already advertisement free, even if the advertisements have encroached to the very edges. This is the peer-reviewed section, kept pure because it fills a canonical function, certifying original thought and medical progress. As in the New England Journal of Medicine, this material in JAMA is