bmj slides by annabel ferriman and rebecca coombes
DESCRIPTION
Gorkana held a media briefing with the BMJ on Friday 15 March, kindly hosted by APCO Worldwide. Annabel Ferriman, Senior News Editor and Rebecca Coombes, Magazine Editor provided these slides to support the discussion.TRANSCRIPT
BMJ essentialsAnnabel FerrimanNews Editor, BMJ
The BMJ news pages do not cover
Launches of new drugs and devices
Anniversaries
Awareness days, weeks, months or years
Human interest stories
Nursing or dentistry news
DoDo research the publication you are targeting
Do understand deadlinesBMJ goes to press three days before it appears
Do trust us to respect your embargoes
Do think about interesting ways of illustrating your story
Don’tAssume every press release needs a follow-up
phone call
Use incomprehensible acronyms
Ask for forward feature lists
What we want from newsStories must be of interest to doctors
We want to cover the big stories of the week
We also like exclusives
Our stories have to be balanced
We avoid promotional stories
We believe that “News is what offends somebody somewhere; all the rest is advertising”
BMJReach and impact
1,222,712 unique browsers download 5,643,102 pages from bmj.com each month (ABCe audit, October 2012).
• The BMJ’s Impact Factor is 14.093.
• International editions reach around 55,000 readers
• Every BMJ article published since the journal’s first issue in October 1840 available online
BMJIncome
Classified advertising (job ads)
• Display advertising (pharmaceutical advertising)
• Subscription revenue
• Reprints
• Sponsorship/syndication (eg EBSCO – an online journals service)
BMJWhat do we care about?
Evidence-based approach
• Medicalisation/overdiagnosis
• Risk
• Research integrity – open data campaign
• Recent journalistic investigations have explored device and drug regulation, exposed the MMR-autism link as a fraud, looked at the truth behind sports drinks