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Downloaded from aim.bmj.com on 16 July 2009 Letter LETTERS difficult to read, and is a poor choice for a Editor’s reply high-calibre journal that wishes to attract a The ‘‘new-look’’ journal: does it wider readership. We welcome feedback about the journal, and most comments about the new layout give the right impression? Indeed, I find the ‘‘new look’’ altogether and format have been favourable. We feel less attractive than the old. The page size I have just had a browse through the ‘‘new- has been cut down, the paper is thinner and the design fits well with the more modern look’’ journal, which — as always — I have approach to the journal that is evolving. We more grey, the typeface used is smaller and found useful, informative and thought- accept David Mayor’s comments that it was less definitive. As well as making the provoking. However, there are a couple of difficult to read the small black text on the contents of the journal more difficult to points I would like to make on presentation. cover of the last issue and we are now using read, this smacks of subservience to the a heavier typeface. As for the journal’s I know we shouldn’t dream of recycling a corporate image rather than individuality, of tendency to slip off the knees, we aim to journal like this, which may well remain in a profession (medical specialism, if you solve that by providing articles that are dusty archives long after we have all rotted prefer) allowing itself to
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