Intended for healthcare professionals

Views & Reviews From the Frontline

When it’s worth repeating

BMJ 2009; 339 doi: (Published 22 July 2009) Cite this as: BMJ 2009;339:b2973
  1. Des Spence, general practitioner, Glasgow
  1. destwo{at}

    I have a get rich quick idea. Sack all the writers and editorial staff of a typical men’s or women’s magazine, for they just recycle the same old content every year. Then just add a new glossy cover each month, keep up the advertisements, and recycle old fashion photos from the past 20 years to pass off as “new” retro fashion. (Obviously, keep the explicit problem pages, as these form a highly effective sexual abstinence programme for young teenagers who foolishly decide to read them.) Genius! A profitable magazine with no overheads. Even the BMJ recycles ideas and stories—but some …

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