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Do we take you where you want
to go?
Publications, like everything
else on this earth, evolve. Though still a youngster
by any standard � National Review of Medicine
is eight months old with this issue � there have already
been some refinements to the original vision. For example,
we've reworked What's
in the News to make it easier for you to find
the articles that are the most interesting to you; we've
added columns like The
Research File, which detail the latest developments
at universities and government labs, and Beyond
On-Call, which offers portraits of your colleagues
who are changing the face of medicine in the community.
Another addition, What
to Tell Your Patients,
looks at items covered in the lay press that are likely
to drive patients to your practice seeking advice and
treatment.
Changes like these are based on
a single source: suggestions from readers. Your letters,
emails, faxes and responses to surveys guide us in better
fitting the paper to your needs. This issue is a case
in point. We've added a new column called Personal
Finance (a quiz tests your financial mettle)
to go along with the popular Practice
Management series. We've also revamped our headlines
in two significant ways � we've changed the typeface
and reworked the wording to better reflect the contents
of the articles they head.
The old typeface, which came from
the Century family of fonts, was notable in that it
came from the same family used in the body of the paper.
Our new headline font, International Typeface Corporation
(ITC) Charter, is based on a French font developed in
the 1740s and was designed to be highly legible. And
that's precisely why we chose it. Readers had suggested
that the somewhat condensed Century font was hard to
read, particularly when italics were used. In addition
to being more readable, ITC Charter is intended to open
up the page and add an extra touch of elegance.
The new headlines are also intended
to make it easier for you to find the articles that
are most pertinent to your practice. In our short life
we've developed a reputation for what one reader calls
"a certain sauciness." The sauciness remains, but you're
now more likely to encounter it in the subtitle (called
the "deck" in the trade) or in the headlines of the
News
in Brief items.
Is the new typeface easier to read?
More pleasing to the eye?
Do the headlines take you where
you want to go? Will the Personal Finance column
be of use to you? Other "improvements" you'd like to
see? Please send
us a letter. As always, we'd dearly love to hear
from you.
� David Elkins, Executive Editor
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