Healthy Skepticism Library item: 3514

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Zellmer WA.
Prudent and sensible advertising policies.
Am J Hosp Pharm 1987 Jul; 44:(7):1651-3

Abstract:

We accepted Juergens’ paper because of the opportunity to present a counterpoint. My commentary reviews the history of ASHP’s decision to accept advertising, analyzes reasons for advertising growth, discusses the function of advertising, explains AJHP’s practices re positioning of advertising, and counters some of Juergens’ criticisms. I also suggest what the fundamental test of a journal’s advertising policies should be and comment on how AJHP fares in this regard. There are five main reasons why advertising has increased. Most important are the proliferation of new drugs and devices in acute care, and industry recognition of the expanded responsibilities of pharmacists in health care. Other reasons are ASHP’s, AJHP’s editorial quality, and ASPH’s businesslike approach to advertising. All ASHP’s publications are guided by the following objectives: 1. Serve practitioners’ information needs; 2. Complement ASPH’s professional practice objectives; 3. Project a positive image for pharmacy and ASHP; 4. Generate income. Advertising serves objectives 1 and 4. AJHP’s guiding principles about advertising are contained in the ASHP’s 1961 Statement of Advertising Policy. ASHP’s advertising solicitation assures that advertisers have no influence over editorial content. Our advertising placement policy is in the best interests of both readers and advertisers. AJHP’s objective of not permitting advertising to exceed 50% of total pages has created severe pressure to develop more editorial content to balance advertising growth. AJHP advertising policies are legitimate territory for scrutiny. Analysis should consider AJHP’s history, culture, financial resources, and journal publishing norms. AJHP’s record demonstrates how a professional society can capitalize on resources without compromising ideals or objectives.

Keywords:
*analysis/United States/ Advertising*/history History, 20th Century Pharmacy Service, Hospital Publishing United States