Pharma Marketing Blog

All Change – The End of an Era

So that is it, after 26 years of publishing weekly magazines for GPs and hospital doctors, Elsevier is closing down two of its iconic brands, Doctor and Hospital Doctor, in the New Year. The reason they give for the closure is simply due to a lack of advertising revenue, and while their competitor brands have been quick to suggest the closure is some sort for failure by the publishers, we must not forget that the company has only recently launched www.doctorportal.co.uk which will continue to be the beacon for the brands. So, rather being seen as a failure, perhaps the publishers at Elsevier should be applauded for responding quickly to on-line market forces.

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