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When I was in training, a well-appointed library served as a rating factor for schools, hospitals, and even colleagues. Then came the vast World Wide Web, giving the printed page competition. Publishers felt the effect of this technological change. LWWMedicine illustrates how one major publisher combined expertise in print media with the emerging technology of Web-based reference documents. Lippincott Williams & Wilkins launched LWWMedicine in April 2001, basing it on designs suggested by focus groups. Current marketing emphasizes institutions, but individuals can subscribe for $149 per year.
Allen JW. MedicineLWWMedicine.com. JAMA. 2002;288(23):3051–3052. doi:10.1001/jama.288.23.3051-JBK1218-4-1
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