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Article
October 1994

Advertising Principles-Reply

Author Affiliations

Associate Publisher

Arch Dermatol. 1994;130(10):1328. doi:10.1001/archderm.1994.01690100118023
Abstract

Dr Hogan is correct that the placement of the Zovirax advertisement adjacent to the ''From the MMWR'' column on acyclovir1 was inadvertent. Our policy for all the AMA journals is to place advertisements at least five pages from any editorial content dealing with a related product or even category of product.

For all major articles, from Studies to Observations to Vignettes, the production staff lists the title and subject of each and has this available when they lay out the journal. In the case of ''From the MMWR,'' because the copy comes in later and is turned around quickly, only the section name and number of estimated pages are shown on the status report. We will make sure that the complete title and topic of the article are listed in the future to avoid this regrettable placement. We thank Dr Hogan for helping us to improve our procedures.

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