Word: geffen
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...available for the asking, and of these, the practicing physician gets at least 30 magazines, whether he asks for them or not. In the face of such gratuitous service, it might seem the height of foolhardiness to launch a new medical magazine. But that was precisely what Maxwell M. Geffen did four years...
...lifetime in the printing business had taught Geffen something of the profit potential involved. Nor was Geffen unaware of the fact that among magazines addressed to a strictly defined readership, the Journal of the American Medical Association consistently ranks at the top in advertising income...
Cordial Reception. Medical World News, Geffen's new magazine, could not have chosen a less auspicious month than April 1960 to make its debut. The Kefauver investigation of overpricing in the drug industry had only recently opened in Washington. And although Geffen recognized his total dependence on drug advertisers, he also recognized the need for editorial independence. In issue after issue, the testimony brought out by the Kefauver committee ran in the fledgling MWN side by side with pharmaceutical...
This very independence helped assure a cordial reception from doctors. So did Geffen's decision to borrow a trick or two from consumer magazines. Originally subtitled "The Newsmagazine of Medicine," MWN offered its contents from the start in readily digestible prose. Unlike JAMA, which is written by doctors, MWN is produced by professional journalists. Today it maintains bureaus in Washington, Chicago, Boston and Paris, and a full-time editorial staff of 51, under Executive Editor William H. White, 40, all with previous experience in medical journalism. This is also true of Editor Morris Fishbein, M.D., a personal friend...
Publisher Geffen, 68, takes much satisfaction from the fact that a few years ago JAMA began stitching a new section, "Medical News," into each issue. JAMA might well have done so anyway, without the pressure of MWN's competition, but Geffen chooses to think otherwise. "If JAMA has noticeably improved since 1960," he said last week, "it's because...