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Farewell readers, friends and colleagues of Orthopedics Today
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For the past 10 years, I have served as Chief Medical Editor of Orthopedics Today. It has been one of the most satisfying positions that I have held during my career in orthopedics. I have particularly enjoyed writing my Commentary each month. I have regarded these monthly editorials as an indirect way of communicating with you, our readers.
During the years, I have been able to present and discuss my perspective related to the many changes that have occurred in orthopedic patient care as well as the practice management issues confronting our specialty. I have always regarded my Commentary as a privileged platform to share my thinking with you and it has engendered your comments, criticisms and support. Many of these columns have dealt with the proposed changes in health care, its uncertainties and outcomes. My 125 commentaries have been a way to continue many professional relationships and friendships, and served as an opportunity to interact with orthopedic colleagues across the United States.
Publishing business
During its 33 years of publication, Orthopedics Today has had three Chief Medical Editors. The two previous Chief Medical Editors were Robert P. Nirschl, MD, MS, and Jack B. McGinty, MD, who I count among my friends. It was Dr. McGinty and Robert D. D’Ambrosia, MD, the Editor in Chief of Orthopedics, who encouraged me to take this position. I want to thank them for helping me obtain it.
Douglas W. Jackson
The time has passed quickly since my first issue as Chief Medical Editor in February 2003. The publishing business has and continues to change. The costs of printed, periodic publications and associated mailings continue to increase and all publishers are confronted with companies that have tighter advertising budgets. Advertisers want more targeted and specific marketing with feedback and assurances that they are reaching their desired customers to justify expenses.
In addition to changes in the print edition during the past 10 years, there have been many advances in electronic publishing. We have seen our ability to reach Orthopedics Today readers expanded and evolved with the establishment of SLACK Incorporated’s new website Healio.com. This successful website includes all the specialties of the Slack Incorporated publications and is getting in excess of 1.3 million pageviews each month, of which a quarter are for orthopedic content.
Reader feedback
As I depart as Chief Medical Editor, the current circulation of Orthopedics Today is more than 28,000 readers, but we have much more of a global reach. This past year, readers have accessed the website from 214 countries and territories. The feedback from readers, and our ability to electronically survey your interests and responses has been educational and beneficial. I particularly enjoyed your letters to the editor — both those from readers who have agreed with me and those that, at times, seemed hostile. I always respected your opinions and took them seriously. I used the feedback to shape our Round Tables, 4 Questions, Surgical Techniques and Cover Stories.
Now with Twitter, Facebook and several blogs on Healio.com, Orthopedics Today has expanded abilities to communicate at a more individual level. While we have seen and will continue to see format changes, such as more survey capability, more peer review and interactions, I am from the “old school” in that I like to hold and read my print edition.
Let me conclude by saying the most rewarding aspect of this position has been the people I have worked with in the many different facets of the publication.
I would like to give a special thank you to the more than 80 Editorial Board members whom I selected and have helped me shape the publication for the past 10 years. Many were long-term friends at the time and the others soon became friends. I often called upon them for their perspectives and insights. I respect them for not only their dedication to the publication, but also to the profession of orthopedics.
Thank you to the devoted staff of Orthopedics Today. I have enjoyed working with the owner, administrators, editors, writers and other support staff, including those involved in our CME activities. The fine supportive journalism I have witnessed and been a part of at Orthopedics Today has been one of excellence.
A special thank you goes to my family for supporting my involvement with the publication.
Lastly, I send a thank you to the readers of Orthopedics Today who are the inspiration and basis for our efforts. It has been a great ride.