psychiatry, but still compelling. In 1988, there were 11 psychiatric journals sharing S4.9 million in ad revenue. Twenty years later, a compound annual growth rate of 9.5 percent pushed the total to 529.9 million. At that point, the field had grown to 20 publications. Among other specialties whose journal advertising The Triumph of Specialty Journals 1988 2008 c/i C g $124.0 $287.1 £ in<u G Specialty journals T3 G CJGh XUJ $225.0 $141.6 Multi-specialty journals Source: PERQ/HCI Data shown reflect campaigns for Merck's Zocor and Cozaar, and the Saatchi Healthcare Group launch of Detrol (Detrusitol ex-US) for Pharmacia & Upjohn grew substantially over those two decades arc dermatology, emergency medicine, gastroenterology, orthopedic surgery, pulmonary disease, and rheumatology. Many others grew moderately, including anesthesiology, cardiology, laboratory medicine, and pediatrics. The result is that the balance of power has shifted dramatically over 20 years. Multi-specialty journals declined from a 65-percent market share to just 32 percent. And specialty journals' numbers are the reciprocals of those, rising from 35 percent to 68 percent. Here is one more slice of the data, which puts an exclamation point at the end of this part of the story. If you include journals for internists and osteopaths with the multi-specialty category, for they are in fact a core
RkJQdWJsaXNoZXIy NDMwNDAx