Brief for the redesign of the BMJBMJ 1996; 312 doi: https://doi.org/10.1136/bmj.312.7025.232a (Published 27 January 1996) Cite this as: BMJ 1996;312:232
Aims of the redesign
The current perception of the journal is that it looks dense, dull, and somewhat forbidding. The aim of the redesign is to liven up its appearance while maintaining its authority. A successful redesign would increase reading by current readers and would attract new readers to the journal. The redesign is explicitly about the appearance of the journal, not its content. …
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