Popsicles in December
For most people, swimsuits displayed in department stores during January and winter coats for sale in August are an odd sight. To those of us in the world of trade journal publishing, however, working 6 months in advance is natural. Given the amount of time it takes to bring an issue to print, having an editorial meeting in March to discuss the August issue is routine to us. Once a year, however, we have to look even further ahead-anywhere from 6 to 18 months. It’s a challenge, but thanks to many of our readers and industry contacts, we’re able to get the job done.
Each June we begin to put together RT Magazine‘s editorial calendar for the upcoming year. The calendar is basically a blueprint of topics we plan to cover during a 12-month period, and what direction or angle each of these articles will take. In creating the calendar, we rely on input from our Editorial Advisory Board and a cross section of our readers. With a very diverse EAB-comprising RRTs, pulmonologists, RNs, and case managers, who reflect the interdisciplinary nature of RT Magazine-we are able to collect information and ideas that give us a complete picture of respiratory care. These individuals, along with a significant sampling of our broad reader base, give us the chance to ensure that the articles we plan in the summer of 1998 will accurately reflect the climate of the respiratory care industry when they appear in print in ’99.
The editorial lineup for 1999 is shaping up to be one of our most exciting and diverse ever. Unlike the past few years when respiratory care and pulmonary medicine were enduring many hard knocks, respiratory care is once again a strong and growing industry. There is no doubt that respiratory care practitioners will encounter some hurdles along the way this year, but those individuals who have weathered the health care storm of the ’90s will be able to meet future challenges with a greater sense of resolve and confidence that all things are possible when you are willing to be flexible and persevere.
Looking ahead to 1999, RT Magazine will continue to offer a blend of pragmatic clinical aRTicles as well as aRTicles on business management. This editorial formula has worked well for the 20,000 readers of RT who need to provide sound clinical solutions daily in a managed care environment that emphasizes cost-effective utilization and outcomes measures. Here is just a sampling of what you are likely to see in RT in 1999:
- Lung Cancer in Women
- Gender Differences in Sleep Apnea
- National Asthma Day
- Alternative Therapies for CPAP
- Spirometry’s Role in Treating Asthma
- Succeeding Under Managed Care
- Mechanical Ventilation
- Pulmonary Rehabilitation
We develop an editorial calendar as a road map for the coming year, but we don’t allow it to dictate our every move. As the year progresses, we always come across new topics at trade shows and conferences and receive suggestions from our readers. We use this information as an opportunity to take a detour and cover a particular aspect of respiratory care that was not originally part of our calendar. This flexibility allows us to cover important issues in the ever-evolving health care field. As has always been the case for us, quality editorial content presented in a timely and thought-provoking manner will continue to be the driving force behind our magazines.
Keep us in mind when you come across changes and opportunities within the industry, and feel free to submit your ideas and suggestions to us. As we’ve often said in the past, we don’t publish magazines in a vacuum; we depend on and welcome your input. To those of you who participated in the development of the 1999 editorial calendar, many thanks for your help and support.