The Press: Challenging the Leader

The U.S. doctor does not lack for professional reading fare. More than 2,000 medical journals are 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 ago.

A 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...

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