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Editorial
August 1999

Let the Buyer (and Reader) Beware!Targeted Advertising in Medical Journals

Arch Ophthalmol. 1999;117(8):1077. doi:10.1001/archopht.117.8.1077

ON SEPTEMBER 25, 1998, I attended the editorial board meeting for the Archives of Ophthalmology at AMA headquarters in Chicago. Led by the editor-in-chief, Daniel Albert, MD, the annual meeting is an opportunity to review the strengths, weaknesses, and opportunities for improvement of one of our specialty's finest journals. This meeting was also attended by George Lundberg, MD, former editor-in-chief of JAMA, and by the publishing staff.

Like many editorial boards, this one is disproportionately populated by "ivory tower" types from across the United States and around the world. It surprised me, therefore, that these meetings are practical rather than theoretical. The success of the journal, the size of its readership, the impact of its articles on our specialty, the speed and quality of the manuscript review process, and the best way to use new media, such as the Internet, were among the topics discussed. A lot of interesting ideas were brought up during this meeting.

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