"We protect our reputation by careful balance of editorial and advertising, which means your messages will always stand out".
Rules: As usual this is for the UK version of the BMJ. The classified advertisement section is excluded, as are advertisements for the BMA, products of the BMJ/BMA/BNF or the government.
- The BMJ broke all records this week with a stunning balance of 29 pages of advertising (1.7 pages of content to balance each 1.0 pages of pharmaceutical advertising). The proportion of advertising devoted to pharmaceuticals was 98.3%. The other 1.7% was a half page advertisement for Ramsay Healthcare - a private hospital network with links to the Labour Government.
- Discussion about the Ezetimibe scandal: Still -- nothing of any substance. At least the "Better Together" advertisement for Ezetimibe did not appear this week.
- The double page testosterone advertisement (see last week) appears again. Still no mention in the advertisement of the actual science - which shows that testosterone supplementation does nothing much to anything. I wonder whether the BMJ expects that readers will believe the "messages" in their "scientific" pages or the "messages" in their "scientific" advertisements? Wonderful word that -- "messages".