The BMJ: competing with footballBMJ 2001; 322 doi: http://dx.doi.org/10.1136/bmj.322.7290.0 (Published 07 April 2001) Cite this as: BMJ 2001;322:0
Who are the BMJ's competitors? They certainly include the Lancet, the New England Journal of Medicine, and free medical newspapers, but they also include Manchester United, Hollywood films, digital television, computer games, and a walk in the park. If we are to flourish in the longer term in the “attention economy” we'll need to become ever more interesting, relevant, and fun. Although I'm hopelessly biased, this issue seems a step in the right direction. It includes for a start a joke that made me laugh out loud (p 831): …
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