Mr Hoffman responds to my editorial on targeted medical advertising.
I suspect that the point of my editorial was misunderstood, as I did not state
that all advertising by device or pharmaceutical manufacturers was inappropriate
in medical journals. I specifically pointed out that this is how most journals
derive the revenue needed to operate. Rather, I was addressing the issue of
targeted advertising, and cited the example of a letter distributed at our
board meeting in which an ophthalmic device manufacturer offered to place
an advertisement in a specific issue of the ARCHIVES if that issue contained
an article about the device by a specific author. To me, this is very different
from allowing drug or device manufacturers to place ads in a journal that
are unrelated to the acceptance or rejection of specific favorable articles.
There was nothing rhetorical about my asking journal editors to disclose their
policy to their readers. Readers have the right to know, and editors the responsibility
to disclose, whether journals accept such offers from manufacturers.
McDonnell PJ. No Relationship Between Advertising and Editorial Acceptance. Arch Ophthalmol. 2001;119(2):308. doi: