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AJHP print or online

02/18/2009
Unofficial recommendation for ASHP – have an option to stop mailing AJHP to save money, energy and to optimize online revenue. No? How about buying me a Kindle? See below.

Printing The NYTimes Costs Twice As Much As Sending Every Subscriber A Free Kindle.
http://www.businessinsider.com…bscriber-a-free-kindle

What we’re trying to say is that as a technology for delivering the news, newsprint isn’t just expensive and inefficient; it’s laughably so.

Mailing all that AJHP paper and plastic must cost a fortune!

Also NYTimes reported that Overall Ad revenue was down 20.9%! Internet ad revenue was down only 3.8%. Further evidence that advertisers are more likely to cut paper ads versus on line ads.

For example, if I was looking for a Transplant pharmacist, an ad in a transplant related on-line article would have more value than placing a shot gun print ad.

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5 Comments leave one →
  1. Richard Talley permalink
    02/19/2009 8:22 pm

    If it were in ASHP’s members’ best interest, we would offer an online-only option to our journal. However, if we were to offer this option now, and continue to provide all current member services, ASHP would have to find additional income sources, such as increased fees for membership, books, or meeting registration, because our advertising income, which is almost totally derived from print ads, would decline.

    ASHP recently surveyed members concerning their access to AJHP in print and online. Only 4% of our members use AJHP online exclusively.

    Some members believe that we could offset the lost ad income in the print journal by selling ad space in the online version. Unfortunately, the advertising industry has yet to migrate meaningfully to the option of buying ad space for online products, except for sites like Google that have extremely high traffic. AJHP online is hosted by HighWire Press, a nonprofit component of Stanford University that hosts more than 1000 biomedical periodicals. Not one of these online publications—and the list includes the most highly regarded publications in the field—has succeeded in selling online ad space.

    Perhaps this will change one day and we can offer the option of print or online. Because of our partnership with HighWire Press, we are prepared to do this now. In the meantime, members should make their print version available to others in pharmacy who are not ASHP members or AJHP subscribers, as pass-along readership. That way, the issues will not be wasted.

    C. Richard Talley
    Assistant Vice President, Publishing
    Editor in Chief, American Journal of Health-System Pharmacy

  2. poikonen permalink*
    02/20/2009 7:02 pm

    Thanks to Richard for his response.

    Some additional thoughts.

    If ASHP is banking on a continued stream of print revenue I am very concerned for it’s long term viability. Henry M. might be getting out at the right time. The puck is moving in the direction of less paper and more web based revenue. Hello? Do you think it is time to be skating in that direction?

    It is my best interest not to have the insanely wasteful packaging clutter up my office and my towns land fill.

    Sometimes it is what you ask. While only 4% use the online version exclusively, perhaps more would opt out of the wasteful packaging if it was an option. Even if it is only 4%, those people still should have the option.

    I find it hard to believe that advertising is a zero sum game. Like the example I offered about recruitment focused on articles that people you are looking for are likely to read, that is value add and something print can not offer, hence new revenue.

    How about ads in the new ASHP Connect? Again, that would be new revenue.

    Lots of other medical journals have a lot more on-line ads than AJHP. If HighWire is not working for you to maximize on-line revenue, sounds like you need to fire HighWire Press or look to different technology.

    As Darwin said, it is not the largest or strongest that survive, it is the ones that can adapt most quickly.

Trackbacks

  1. ASHP Hypocrisy « Pharmacy Informatics
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  3. Green Initiatives at Hospital Pharmacies — Wake up AJHP! « Pharmacy Informatics

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