Sea of green: unlimited advertising dollars

["Julian Fisher, MD" <fisher@scholarlyexchange.org>]

Some dollars are there, not unlimited but growing, and 
selectively so.  Clearly the dollars are tied to the eyes viewing 
content and the eyes desired.  The audiences for TMZ.com and 
NYTimes.com are larger and quite different from those for the 
Journal Clinical Oncology or the Journal of Purely Speculative 
Philology.  Dollars are increasing rapidly for the first two, 
perhaps increasing for the third courtesy of the pharma industry 
but still speculative for the (facetious and hypothetical) 
fourth.

But that is not necessarily the entire issue.  Advertising 
support needs depend in part on the extent of support needed.  A 
journal whose cost of production is $100,000 or more annually and 
another whose cost is only $750 have quite different needs.

We at SE have begun to demonstrate the viability of the latter 
model, for small craft journals.  Holding costs down to a true 
and bare minimum allows whatever advertising revenue achieved to 
be extremely advantageous.

Julian Fisher, MD
Managing Director
Scholarly Exchange, Inc.
....a not-for-profit publishing support service