total of more than 20 million page views per month. An integrated sales force sells both print and online advertising as a package. Originally an old-line journal that was first published in the 1930s and which ceased regular publication in 2000, Modern Medicine is now the umbrella for a Web site serving physicians on behalf of 15 of Advanstar Communications' publications. Notable Web launches by other journal publishers include OncologySTAT from Elsevier and eMPR from Haymarket. In addition to making content available on their own Web sites, many journal publishers also have affiliations with other sites such as Ovid and Medscape. Ovid, which is owned by the large Dutch scientific publisher Wolters Kluwer, has relationships with 1,200 journals worldwide. The Ovid aggregation of content is used heavily by medical libraries and hospitals for research. Not only are American publishers of medical journals deriving revenue from aggregators, they are now monetizing their content online in various other ways: carrying banner ads, creating sponsored "resource centers," negotiating licenses, posting print supplements for an additional fee, creating electronic newsletters, and so forth. The in-person category is one that many journal publishers see as a growth opportunity, and they seek to capitalize on it in several ways. There are events sponsored by pharmaceutical companies—typically, in the current regulatory environment educational programs of a promotional nature—done under the auspices of a publishing company. There are events funded exclusively by registration fees. And there are hybrid models. Publishers sometimes partner with an association, sometimes with a physician who runs a small meeting
RkJQdWJsaXNoZXIy NDMwNDAx