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RE: CBC and Liblicense list

Ms. O'Malley,

Many publishers doubt the efficacy of online advertising. Some feel it
doesn't work because people have to "click" on the advertisers banner,
and most people would rather not volunteer for viewing ads.  All do not
agree however, and a recent article argued that research showed that
just viewing "banner ads" had the desired effect for those selling
products, even if visitors didn't click through.  Essentially, the
problem is that advertisers know print ads work, they are hesitant to
believe in online ads, and the journals are going to be necessarily
hesitant to go to a media where they are going to have trouble selling
ad space.

Brian Brennan 

> -----Original Message-----
> From:	Donna O'Malley []
> Sent:	Saturday, April 04, 1998 9:26 PM
> To:
> Subject:	CBC and Liblicense list
> Below is a message (forwarded with permission) originally posted to the
> CD-Plus list regarding unexpectedly high usage of full text journal
> articles linked to the OVID Medline product. The responders to her
> question all hypothesize that people will read whatever is easiest for
> them to get to.
> This behavior raises some questions for me.
> 1. University faculty are often evaluated on the number of times their
> publications have been cited. Journal publishers will include in their
> advertising how they rank in ISI's journal rankings (which is based on
> the number of times that journal is cited). Shouldn't these authors and
> publishers be falling all over themselves in their eagerness to get
> their full-text products out there and linked to an online database? 
> 2. Why DON'T we see advertising with online journals? I hear that high
> circulation journals like Science are concerned that if their
> circulation numbers drop, their income from advertisers will go down.
> But what about additional revenues from web-based advertising?
> Advertising is so prevalent on the web, except on journal publishers'
> sites! That seems odd to me. If advertisements will get the popular
> scientific and medical journals easily accessible electronically, then
> put them up.
> >Date: 	Wed, 1 Apr 1998 08:10:14 -0600
> >Sender: "CDPLUS-L: CDPLUS User Group" <>
> >From: Kathrine MacNeil <>
> >Subject:      CBC in academic medical libraries
> >To: Multiple recipients of list CDPLUS-L
> >
> >Good morning, colleagues,
> >My question is, how many simultaneous users have you purchased
> >for the Core Biomedical Collection database?  Here at the Medical
> >Sciences Library at Tx A&M University, we are running Ovid using UNIX,
> >and we have two simultaneous users for CBC.  We have logged 241 license
> >exceeded messages in the first three weeks of March.  It seems
> >counter-intuitive that a general university campus would have this much
> >need for this set of 15 (mostly) medical journals.  Can anyone think of
> >what may be the reason?
> >What am I missing?
> >
> >Thanks for your help.
> >
> >Kathrine MacNeil  Electronic Resources Coordinator
> >Medical Sciences Library   Tx A&M University
> >College Station, TX  77843
> >   409-845-7439    fax: 409-845-7493>
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