Jbjs 2012 i - The Journal of Bone & Joint Surgery

JBJS 2012 INTEGRATED M EDIA O PTIONS 

Reaching Engaged Surgeons With: 

Integrated Media Opportunities 

Subspecialty Targeting Options 

Customized Solution Packages 

1 WWW.JBJS.ORG 

© Copyright 2011/2012 The Journal of Bone and Joint Surgery


CONTENTS 

Home 1 

Letter from the CEO 3 

Product Suite 4 

Reach and Engagement 6 

Print Opportunities 8 

» Issue Highlights and Closing Dates 10 

» Rates and Discount Programs 12 

Online Opportunities 13 

» JOIN Opportunities 14 

» JOIN Best Practices 17 

Production Specs & Submission Guidelines 

» Print Guidelines & Specs 19 

» Online Guidelines & Specs 21 

Advertising Policies 23 

Contact 25 




JBJS BRINGS WEB 3.0 

TO ORTHOPAEDICS 

Dear Colleague, 

With the introduction of our new JBJS Orthopaedic Interactive Network (JOIN), the Journal of Bone & 

Joint Surgery Inc. (JBJS) combines the most trusted information in orthopaedics with the most advanced 

technology the Web has to offer. 

Web 3.0—the semantic web—empowers linking and synthesis of information in ways that far surpass 

traditional capabilities and opens new opportunities for contextual online marketing and engagement. 

The new JBJS.org harnesses semantic web technologies to offer more: 

• Peer-reviewed, leading scientific research, 

• Relevant, intuitive organization and presentation of information, 

• Subspecialty-focused surgical techniques, 

• Illustrative, educational, and practical content, 

• Immediate access to information, 

• Efficient and effective ways for orthopaedic surgeons to find and consume the information 

they need in the ways they prefer to consume it—be it via print, desktop, smart phone, 

tablet, audio, or other device, 

• Focused curation by orthopaedic subspecialties, 

• Ways for orthopaedic surgeons to engage with each other, with JBJS, and with our 

industry partners, and 

• Opportunities for our industry partners to increase their ROI by targeting messages to precise 

subsets of the JBJS audience. 

We are excited about the innovation taking place here at JBJS. And, while this media kit introduces a 

host of new opportunities for engaging with the JBJS universe of orthopaedic surgeons, it should be 

seen as a point of departure for imagining the future of engagement with orthopaedic surgeons. We 

encourage all our industry partners to collaborate and innovate along with us to devise high-value 

integrated and custom media programs that meet your specific marketing objectives. 

Yours cordially, 

Kent R. Anderson 

CEO & Publisher 

The Journal of Bone & Joint Surgery Inc. 




JBJS PRODUCT SUITE 

The Journal (print) 

Since 1889, The Journal of Bone & Joint Surgery has provided the most 

comprehensive clinical coverage of the orthopaedic surgical profession 

across all subspecialties. Published 24 times per year in print and 

continuously online, JBJS is the most preferred journal in orthopaedics, 

reaches the largest number of orthopaedic surgeons worldwide and 

virtually all practicing orthopaedic surgeons in the U.S., is required 

reading in most U.S. orthopaedic surgery residency programs, and 

serves a vital role in orthopaedic journal clubs. 

JBJS is recognized for its objective, peer-reviewed articles, rigorous 

research standards and presentation of leading surgical techniques and 

solutions. JBJS is published by an independently owned, nonprofit corporation 

and its publications are authored and reviewed by the most 

established, authoritative and respected surgeons in orthopaedics. 

JBJS Online (JBJS.org) 

JBJS.org hosts the complete archive of JBJS content—some 24,000 

articles dating back to 1889—the site also offers web-exclusive articles 

authored by our expert editorial team, continuing medical education 

(CME) courses, professional job listings, podcasts, videos, and the popular 

monthly JBJS Image Quiz Challenge. 




JBJS PRODUCT SUITE 

JBJS Case Connector 

Case Connector is the orthopaedic surgeon’s 

portal to an array of peer-reviewed case reports 

with powerful, rapid search capabilities across a 

wide variety of parameters. 

JBJS Essential Surgical 

Techniques 

The new JBJS Essential Surgical Techniques (EST) 

is an interactive web site—organized by surgical 

subspecialty—featuring step-by-step surgical 

procedures with clear, concise written descriptions, 

diagrams, images, videos, and the ability 

for surgeons to participate by commenting and 

exchanging ideas with their peers. 

Enabled by the flexibility of the web, JBJS Case 

Connector now publishes more peer-reviewed 

cases, more rapidly. It expands the database of 

cases to include both rare and more common 

cases and uses Web 3.0 semantic tagging technologies 

to connect case reports in ways not formerly possible—along multiple dimensions 

such as signs and symptoms, treatments and procedures, patient demographics, and diseases 

and conditions. In so doing, JBJS Case Connector empowers orthopaedic surgeons to identify 

patterns and trends among cases, enabling transformation of anecdotal information into 

statistically relevant science. 

JBJS Subspecialty Corridors 

A recent innovation at JBJS.org is the addition of Subspecialty Corridors, 

which empower orthopaedic surgeons to quickly find and 

consume articles, cases, surgical techniques, newsletters, video and expert 

commentary relevant to their subspecialties while also enabling 

precise, in-context targeting of advertising impressions to specialty 

subsets of the JBJS audience. 




REACH AND ENGAGEMENT 

JBJS Reach 

The Journal of Bone & Joint Surgery (JBJS) engages with—by far—the largest global audience 

of orthopaedic surgeons. JBJS is paid circulation and is the official scientific publication of the 

American Academy of Orthopaedic Surgeons (AAOS); the twice monthly JBJS print edition is 

received and read by, 

• All active fellows and associate members (osteopathic) as part of their association dues, 

• All orthopaedic residents (second through fifth years), and 

• Post-resident AAOS candidate members. 

JBJS subscribers are orthopaedic surgeons and residents who treat patients of all ages and who 

specialize in spine, hand, wrist, foot and ankle, shoulder, elbow, knee, hip, sports medicine, trauma, 

joint reconstruction, arthroscopy, pediatrics, oncology, and rehabilitation. 

JBJS Key Statistics 

Print 

35,650 total print circulation in 105 countries around the world 1 

18,027 AAOS members 

10,386 paid subscriptions ($175/year for 24 issues) 

3,330 free subscriptions to orthopaedic residents 

3,907 institutional subscriptions 

Online 

Average Monthly Statistics 

Visits 2 334,253 

Unique visitors 2 250,578 

Page views 2 737,764 

Ad impressions 3 1.5 Million 

(1) Verification: Publisher Statement Benefit of Dues. (2) Google Analytics, November 2011. 

(3) OAS Real Media 




RESEARCH HIGHLIGHTS 

JBJS Engagement 

Of JBJS subscribers... 

JBJS... 

• Is the most quoted reference source of any general orthopaedic journal. Impact Factor 3.762. 4 

• Ranks #1 (at 82%) for average issue readership among office and hospital-based surgeons. 3 

• Ranks #1 (at 66%) in average page exposure among office and hospital-based surgeons. 3 

• Is listed as one of the most influential journals in Biology and Medicine in the past 100 years. 5 

(1) JBJS–a Readership Survey–conducted by Kaufmann Wills Group LLC in February 2010/based on 1x/month 

publishing frequency. (2)JBJS Editorial Study, 2011based on 2x/month frequency. (3) Kantar Media, June 2011 

Medical/Surgical Readership Study. (4) Thompson Reuters 2011 Journal Citations report. (5) DBIO, 2009. 




RESEARCH HIGHLIGHTS 

Independent Readership Study rank JBJS #1 

* High readers defined as: (1) Read 4 out of 4 issues and have looked at least 34% of the pages per issue, or (2) have read at 

least 2 out of 4 issues and looked at least 67% of the pages per issue. 

Source: Kanter Media, June 2011 Medical/Surgical Readership Study Orthopaedic Surgery, Office & Hospitals Combined. 




PRINT OPPORTUNITIES 

JBJS Print Advertising 

Of JBJS readers... 

JBJS offers multiple print opportunities to convey your message 

to practicing orthopaedic surgeons, including— 

• Display advertising 

• Split-run inserts 

• Cover tips 

• Custom polybag imprints 

• Polybag enclosures to specific demographics 

• Business Reply Cards (BRCs) to generate reader response 

• U.S. or international only run-of-book ads 

Other unique print sponsorship opportunities include: 

• Resident mailing programs (issue, monthly, quarterly) 

• Post-resident, AAOS candidate member mailing programs (issue, monthly, quarterly) 

(1) JBJS Role of the Orthopaedic Surgeon Study, 2011. (2) 2010 Readex Survey Results. 




PRINT OPPORTUNITIES 

NEW Orthopaedic Subspecialty 

Newsletter Sponsorships 

Looking for a high-quality content asset to share regularly 

with your customers and prospects? Some JBJS Specialty 

Corridors will feature a monthly online newsletter, curating 

the latest research from JBJS and other top publications plus 

commentary from notable surgeons in various orthopaedic 

subspecialty fields. 

JBJS sponsors may opt to have this content packaged in print 

with their own inserts and distributed to their own customer 

bases, prospect lists, and/or to relevant JBJS subscriber lists. 

Subspecialty Newsletter coverage includes: hip, knee, foot and 

ankle, hand and wrist, pediatrics, elbow, shoulder, spine, sports 

medicine and trauma. 

SportS medicine Highlights 

Volume 1 • Issue 20 

the natural History of 

Asymptomatic rotator 

cuff tears 

Distribution courtesy of Company, Inc. 

Summary of: Mall NA, Kim HM, Keener JD, Steger-May K, Teefey SA, 

Middleton WD, Stobbs G, Yamaguchi K. Symptomatic Progression of 

Asymptomatic Rotator Cuff Tears. A Prospective Study of Clinical and 

Sonographic Variables. 

J Bone Joint Surg Am. 2010;92(16):2623-33 

Summary 

In thIs Issue: 

The Natural History of 1 

Asymptomatic Rotator 

Cuff Tears 

Rotator cuff tears have a high prevalence in older Healing of a Rotator 2 

populations, but little is understood about the 

Cuff Repair: What 

natural history of disease progression, in terms of Factors Are Important? 

either tear size or clinical symptoms. The ability to 

better predict symptom development in patients 

with a known but still asymptomatic rotator cuff tear Are Two Rows Better 3 

may assist clinicians in decision-making. In this 

Than One? 

prospective case-control study from Washington The Anatomy of an ACL 4 

University, Mall et al. compare a group of forty-four (Part 1) 

patients with a known but asymptomatic rotator cuff An Alternative Approach 4 

tear that subsequently became painful to a control to Femoral Fixation 

group of fifty-five patients with an asymptomatic 

The Anatomy of an ACL 5 

Legend place holder 

rotator cuff tear that remained symptom-free for (Part II) 

at least two years. The comparison was carried 

Technical Note: ACL Femoral 6 

out with use of ultrasound examination of the tear size and fatty degeneration of rotator cuff 

Tunnel Preparation Through 

muscle, radiographic examination of glenohumeral kinematics, and subjective shoulder an “Accessory Medial Portal”: 

function (American shoulder and elbow surgeons [Ases] and short Form-36 [sF-36] scores). Our Current Approach to ACL 

Compared to the control group, the symptomatic group was found to have a significantly higher Reconstruction 

rate of tear progression (23%) over the two-year time period, with 40% of the partial-thickness 

Ulnar Collateral 7 

tears progressing to a full-thickness tear and 18% of the preexisting full-thickness tears Reconstruction: Outcomes 

increasing significantly in size (>5 mm). The patients in the symptomatic group were found to in a sizable Cohort of 

have significantly decreased Ases scores for function and shoulder range of 

Overhead Athletes 

motion compared to the values before pain development; compensatory scapulothoracic 

motion was also noted with pain development. 

Biomechanics of 7 

DiScuSSion 

Ulnohumeral Chondral and 

This is an excellent prospective case-control study that was part of a larger long-term Ligamentous Overload (UCLO) 

cohort study designed to examine the natural history of rotator cuff tears in terms of 

both tear size and characteristics along with patient-driven subjective outcomes and 

functional scores. The authors demonstrated that pain development was associated 

with an increase in tear size in 23% of the patients, with an accompanied decrease in 

the range of motion and functional scores. While tear progression was seen in 23% of 

the newly symptomatic shoulders, it is still unclear why 77% of those with a previously 

asymptomatic shoulder became symptomatic during the course of the study despite 

having similar rates of work demands and sports participation and similar mean 

ages. It should be noted that the symptomatic group had larger tears and a higher, 

but not statistically significant, proportion of partial-thickness to full-thickness tears at 

From the publishers of 

the initiation of the study than the asymptomatic group. Overall, this study is one of the 

The Journal of Bone & Joint surgery 

first of its kind to begin to delineate the natural history of rotator cuff tears and symptom 

© 2011 

progression. These authors’ long-term results are eagerly awaited. 

Summary and Discussion written by: 

USD $129 outside US $149 

| matthew D. milewski, mD, Stephen F. Brockmeier, mD ~ university of Virginia 

Exclusive Subspecialty Newsletter sponsorship is a one-year commitment for 12 issues and 

includes: being named as sponsor on the newsletter’s front page, a 4-page advertising insert in 

the center well of each issue, and the sponsor’s choice of print distribution model. 

Monthly and annual prices below (in gross rates) are examples. 

Currently Available 

• Sports Medicine 

• Trauma 

• Hip 

Coming Soon... 

• Foot & Ankle 

• Hand & Wrist 

• Knee 

• Shoulder/Elbow 

• Spine 

• Pediatrics 

• Oncology 

Minimum Quantity Price/copy Price/month Annual Price 

1,000 $3.00 $3,000 $36,000 

1,500 $2.90 $4,350 $52,200 

2,000 $2.80 $5,600 $67,200 

2,500 $2.65 $6,625 $79,500 

3,000 $2.50 $7,500 $90,000 




Calendar 2012 

ISSUE HIGHLIGHTS AND 

CLOSING DATES 

Guidelines 

Articles must have clinical relevance or be likely to influence the essential thinking and perceptions 

of orthopaedic surgeons. All articles are peer-reviewed in a blinded review process to 

ensure that only original papers of the highest quality are published. Specific editorial calendars 

are made available monthly, approximately eight weeks in advance of publication and can 

be obtained by contacting your JBJS sales team. 

Issue Specialty Update I/O Close Material Close Bonus Opportunities/Distribution 

(Subject to change) 

(Subject to change) 

Jan 4 Dec 8 Dec 14 

Jan 18 Shoulder Dec 23 Dec 29 AAOS, Advance Meeting Issue 

Feb 1 Jan 5 Jan 12 AAOS Annual Meeting, Bonus Distribution 

Feb 15 Hand Jan 20 Jan 26 

Mar 7 Feb10 Feb 16 

Mar 21 Sports Feb 24 Mar 1 

Apr 4 Mar 9 Mar 15 

Apr 18 Foot & Ankle Mar 23 Mar 29 

May 2 Apr 6 Apr 12 Readex Free Ad Test Study 

May 16 Pediatrics Apr 20 Apr 26 AANA, Bonus Distrbution 

Jun 6 May 10 May 16 

Jun 20 Tumor May 18 May 24 

Jul 3 Jun 7 Jun 13 

Jul 18 Spine Jun 21 Jun 27 

Aug 1 Jul 6 Jul 12 

Aug 15 Hip Jul 19 Jul 26 

Sep 5 Aug 9 Aug 15 ASSH, Bonus Distribution 

Sep 19 Research Aug 23 Aug 29 

Oct 3 Sep 7 Sep 13 

Oct 17 Rehabilitation Sep 21 Sep 27 NASS, Bonus Distribution 

Nov 7 Oct 12 Oct 18 

Nov 21 Trauma Oct 25 Nov 1 

Dec 5 Nov 7 Nov 13 

Dec 19 Reconstructive Knee Surgery Nov 21 Nov 29 




RATES AND DISCOUNT 

PROGRAMS 

JBJS Print Rates & Discounts 

JBJS Print Rates & Discounts 

Frequency Full Page Half Page Quarter Page 

1x $3,245 $1,865 $925 

3x $3,160 $1,755 $900 

6x $3,105 $1,640 $845 

9x $2,960 $1,530 $800 

12x $2,855 $1,425 $730 

18x $2,745 $1,335 $695 

24x $2,665 $1,230 $635 

36x $2,460 $1,130 $580 

48x $2,295 $1,035 

60x $2,245 

Preferred Position Rates* 

Covers 

Cover II 100% 

Cover III** 50% 

Cover IV 100% 

Opposite Table of Contents 25% 

Opposite First Editorial 25% 

First Spread 25% 

* Premium on b/w only 

** No premium charge when used in 

conjunction with Cover IV 

Color Rates 

Frequency 

FullPage 

2-color $720 

Cover Tips or Polybag Enclosures 

4-color, 1/2 Page $1,155 

4-color $2,305 

4-color, 2 pages $4,150 

U.S. 

$18,000 gross (materials supplied by advertisers) 

Full Circulation 

Polybag Printing 

$20,000 gross (materials supplied by advertisers) 

$10,000 gross per issue with a three issue minimum 

Inserts: B/W frequency rate x number of pages plus one page 

BRC: B/W frequency rate, must be accompanied with ad page(s) 

Discount Programs 

Buy 2 run-of-book insertions in the same month and receive 50% off the 

second insertion (must be for the same product and same unit size or smaller). 

• Buy 2 pre-printed insert placements in the same month and receive 50% off the second 

placement (must be for the same product and same unit size or smaller). 

• Cover positions: Buy 4 in a calendar year, save 10% on each; buy 6, save 15%/each; 

buy 12, save 20%/each; and buy 24, save 25%/each. (savings on premium position charge) 

• TOC positions: Buy 12 in a calendar year, save 2% on each; buy 18, save 5%/each; 

buy 24, save 10%/each. (savings on premium position charge) 

• 50% off Prescribing Information pages after page 2. 




ONLINE OPPORTUNITIES 

Of JBJS readers... 

The new JBJS Online Interactive (JOIN) Network features highly sought-after creative sizes, more 

ad positions, in-context positioning of ads, and targeting to orthopaedic subspecialties. JBJS 

innovates with purpose. 

Every new feature on the JOIN sites represents a response to specific requests from our subscriber 

base and has undergone extensive user-interface (UI) testing for both ease-of-use and 

relevance. 

(1) JBJS–a Readership Survey–conducted by Kaufmann Wills Group LLC in February 2010/based on 1x/month. 




JOIN OPPORTUNITIES 

JBJS Orthopaedic Interactive 

Network (JOIN) 

Affiliate your brand with the most trusted publication in the field while driving traffic to your 

web site and other demand-generation offers. 

Increase Your Reach 

JOIN offers the opportunity for your display ads to serve both broadly—across all three JOIN 

sites—and deeply against articles and other content that is highly relevant to the specific product 

or service you are marketing. 

Subspecialty Bundles 

If, for example, you are marketing a device used in hip replacement surgery, you can now ensure 

that your display ads appear across the JOIN network and in context of all hip-related content, 

including: 

• The Hip Subspecialty Corridor homepage and linked articles on JBJS.org, 

• Essential Surgical Techniques for hips, and 

• Both rare and common clinical cases involving hips on Case Connector. 

To be eligible for high share-of-voice subspecialty targeting(1) on JOIN, advertisers must purchase 

a Subspecialty Bundle and must submit creative for three ad placements—leaderboard 

(or banner), skyscraper (narrow or wide), and medium rectangle. 

Bundles are sold on a first come, first served basis. 





Subspecialty Bundles (continued) 

INVESTMENT: $4,750 gross for a one-month campaign, which includes targeted impressions 

equal to a minimum of 25% up to 50% SOV in a particular subspecialty plus an additional 

50K run-of-network (RON) impressions. 

Specialty selections are: 

Subspecialty # bundles available RON Approx. 

Bundles per mo. Impressions Targeted Impressions 

Foot & Ankle 3 50,000 8,500 

Knee 4 50,000 10,000 

Hand/Wrist 2 50,000 8,000 

Hip 4 50,000 10,000 

Shoulder 2 50,000 7,500 

Spine 2 50,000 8,500 

Sports Medicine 2 50,000 7,500 

Trauma 3 50,000 9,000 

Pediatrics 2 50,000 9,000 

Elbow 1 50,000 10,000 

Oncology 2 50,000 7,000 

Run-of-network (RON) impressions 

All available RON display advertising units and placements—including rich media expandables—are 

priced at a simple $75 per 1,000 impressions (CPM). There is a minimum monthly purchase of 50K 1 run-ofnetwork 

(RON) impressions, which can be increased in increments of 1,000 to your defined budget. 

INVESTMENT: $3,750 gross for a one-month run-of-network (RON) campaign (50K impressions). 

(1) Pending inventory availability, which is first come, first served. Check with your JBJS 

sales representative for inventory availability before sending your insertion order. 





Other JOIN Sponsorship Opportunities 

Homepage Roadblock 

Exclusive ad sponsorship. 

INVESTMENT: $3,500 per week. 

Podcasts 

Reach surgeons on the move (through iTunes) with 30-60 second audio advertising spots placed 

at the beginnings and ends of JBJS podcasts. 

INVESTMENT: $1,000 gross per month/podcast. 

Image Quiz Challenge Roadblock 

Get your message in front of orthopaedic surgeons as they participate in this popular monthly challenge. 

INVESTMENT: $2,000 gross per month. 

eTOC – Table of Contents Email Alerts 

(Leaderboard and Skyscraper ad positions available) 

Push your marketing message into 13K orthopaedic surgeon’s email in-boxes. Twice each month, JBJS 

sends e-mail alerts promoting and linking to the online versions of newly published JBJS print articles. 

INVESTMENT: $1,500 gross per position/issue, Circulation: 13,196, Open rate: 24% 




JOIN BEST PRACTICES 

Best Practices for Display Advertising on JOIN 

To obtain the best possible performance for your online advertising campaign, JBJS 

recommends the following best practices to: 

Submit ad units for each of the three available creative positions: leaderboard (or banner), 

skyscraper (wide or narrow), and medium rectangle. 

• Take advantage of larger and expandable ad sizes—more real estate, same price. 

• If you are purchasing a bundle with high-SOV specialty content targeting, endeavor to 

diversify messaging, look, and feel across the three creative ad units you are submitting. 

• Use images where possible; economize on words. 

• Minimize animation. 

• Include a call to action (provide a great reason for surgeons to click on your ad). 

• For longer-running campaigns, plan to periodically exchange in new creative 

(recommend changing creative at least once every 60-90 days). No Charge! 

• For flash files also provide gif or text based content. 




PRINT GUIDELINES 

& SPECS 

Print display ads must be submitted as high-res PDF to exact trim size specified. 

• CMYK only; RGB cannot be accepted for print 

• All files should be flattened; no transparencies 

• ICC and OPI tags should be removed 

• Offset crop marks should be .25 so they are outside the bleed area 

Accepted ad creation applications: 

• InDesign 

• QuarkXpress 

• If PDF is generated by Illustrator, fonts must be outlinedso they are stable. 

Ads can be emailed to Bev Ouannass, bouannass@jbjs.org, or uploaded to the JBJS ftp site. Login 

credentials made available upon request. 

Please note: If ad materials are received with incorrect settings, JBJS reserves the right to adjust accordingly. 

Print Inserts & BRCs Ship directly to: 

Dartmouth Printing Company 

69 Lyme Road 

Hanover, NH 03755 USA 

Attn: Lisa Davis 

603.643.2220 

Quantities needed: 

Full circulation 41,000, North America 30,500, US 30,000 

Include packing slip, number of inserts, publication name, and issue date. 

Cancellation Policy: 

Print ad cancellations for JBJS semi-monthly issues are due by the 8th for first monthly issue 

and by the 15th for second monthly issue. All cancellations must be in writing. JBJS reserves 

the right to invoice up to 20% of the total cost of the insertion for cancellations that are not 

received by these deadlines. 




PRINT PRODUCTION SPECS 




ONLINE GUIDELINES 

& SPECS 

Online ad sizes and specifications 

Creative Types Unit Sizes Looping Animation Length Max Weight Flash Version 

Banner 468x60 3 Loops 15 Seconds 40KB 8 

Leaderboard 728x90 3 Loops 15 Seconds 40KB 8 

Leaderboard/ 728x360 3 Loops 15 Seconds 40KB 8 

Expandable 

Skyscraper 120x600 3 Loops 15 Seconds 40KB 8 

Skyscraper/ 240x600 3 Loops 15 Seconds 40KB 8 

Expandable 

Wide Skyscraper 160x600 3 Loops 15 Seconds 40KB 8 

Wide Skyscraper/ 320x600 3 Loops 15 Seconds 40KB 8 

Expandable 

Medium 300x250 3 Loops 15 Seconds 40KB 8 

Rectangle 

Medium 500x250 3 Loops 15 Seconds 40KB 8 

Rectangle/Expandable 

URL 

• Approval by JBJS 

• Advertisements that link users to other websites cannot prevent a user from easily returning 

to the JBJS Orthopaedic Interactive Network 

• Advertisements must open in an additional window 

Lead Time 

• Five business days 

Acceptable Format 

• GIF 

• JPG 

• SWF (accompanied by alternate GIF or JPG) - see more detailed instructions below 

• Third Party Tags 

Note: Online ads do not appear on mobile. Separate creative is required. See mobile specs. 

Cancellation Policy: 

JBJS employs IAB’s standard cancellation policies: 

RON: Without penalty, 10 days’ prior written notice to JBJS. For example, if Advertiser cancels the 

guaranteed portions of the IO eight (8) days prior to serving of the first impression, Advertiser 

will only be responsible for the first two (2) days of those Deliverables. 

Targeted Bundles (SOV) and Email: Without penalty, 30 days’ prior written notice to JBJS. After 

30 days, subject to 50% of monthly cost. 





& SPECS 

Flash Submission Guidelines 

• Flash creatives should be submitted in the .swf format 

• Flash creatives should be submitted with a backup GIF/JPEG creative 

• Background mode must be set to transparent (wmode=”transparent”) 

• Flash creatives should be coded using ActionScript 2, as ActionScript 3 will provoke popup 

blockers in Internet Explorer and Firefox 

• A button should be added to the top layer of the SWF and should include a click-thru URL 

variable (clickTAG) 

• Target parameter within click code must be set to _NEW to ensure that flash file opens in 

a new window 

• Click-thru URLS should NOT be hard coded within the SWF because our server cannot 

count clicks if the click URL is hard coded 

• The clickTAG variable is case-sensitive in Flash version 6 and above and must be “clickTAG” 

• In other versions of Flash, it is not case sensitive, but it is recommended to use “clickTAG” 

• Easy step-by-step instructions for embedding ClickTAG variables can be requested by 

emailing: bouannass@jbjs.org 

Expandable Submission Guidelines 

• Expandable units must come from a third-party server (Eyeblaster, Pointroll, etc.) 

• Leaderboard expands down 

• Skyscraper & Medium Rectangle expand left 

• Must be user-initiated (upon click) 

• Ads must open in a separate window 

• Must submit backup GIF for browsers that do not accommodate Flash 

• Ads must have a clearly marked Close ‘X’ button in the top right corner and should contract 

when the cursor leaves the ad 

Mobile 

Unit Size Looping Animation Max Weight 

320 x 50 no no 15KB 

• GIF 

• JPG 

• No flash or third-party accepted 

Submissions to: 

Bev Ouannass, Print & Digital Production Manager, bouannass@jbjs.org, +1 (781) 433-1234 





& SPECS 

JBJS email alerts (eTocs) 

To accommodate a wide variety of email applications in use, ads to appear in email alerts 

must be submitted in both HTML and text-only formats. 

• HTML 

• Leaderboard or Skyscraper 

• GIF 

• JPG 

• No flash files accepted 

Include a 5-10 word ALT text description of the ad for subscribers who have disabled 

image-loading in their email clients 

Text 

2-3 sentences, making sure to include a call to action and URL 

Podcast Sponsorship 

Submit 30-60 second audio file 

File Format 

• AIFF 

• WAV 

• MPS 

Advertisers have the option of calling in and recording their ads. 

Video Sponsorship 

File Format 

• EPS 

• PSD 

• 170 pixels wide by 40 pixels high 

• 72 dpi 

• Transparent background with RGB values of 2b2b2b will also work 




ADVERTISING POLICIES 

The Journal of Bone & Joint Surgery Inc. accepts advertising and sponsorship according to the following 

principles: 

• Advertising and content are separate. Advertisers and sponsors do not have advance knowledge 

of our specific editorial content, other than the information contained in the table of 

contents. Content is not edited or modified in any way to accommodate advertisers. The Journal 

of Bone and Joint Surgery (JBJS) does not knowingly permit advertising for a specific product 

in physical proximity to a specific article mentioning that product. Our editorial decisions are 

made without influence by advertisers or sponsors. JBJS advertising sales representatives have 

no involvement with specific editorial content, other than knowledge of the table of contents, 

before it is published. 

• JBJS is not liable for any failure to publish any accepted advertisement. However, JBJS will use 

reasonable efforts to place the affected advertisement at the next mutually agreed-upon opportunity. 

• JBJS may refuse or cancel any advertisement at any time. 

• All advertisements are reviewed and approved by JBJS. 

• JBJS does not endorse commercial products or services or any company, product, or service appearing 

in its paid advertising. 

• Advertising must be factual and in good taste. 

• Advertisements for alcoholic beverages, firearms, and tobacco products will not be accepted. 

• Advertised products must be compliant with the regulations for all countries in which the advertisement 

will be seen. Advertisements for products that are subject to U.S. Food and Drug Administration 

oversight must comply with FDA regulations regarding advertising and promotion. 

• JBJS reserves the right to hold an advertiser and/or its advertising agency jointly and severally 

liable for nonpayment. 

• The Journal of Bone and Joint Surgery does not permit the use of its name, any representation 

of its name, or logo in advertising materials except when used as a citation for content protected 

under copyright law. 

Policies specific to online and email advertising: 

• When users click on an advertising banner or advertising link, they may be taken to a site different 

from the Journal’s and they may be asked for personal information at that site. JBJS does not 

control those sites and cannot vouch for the privacy or use of data on those sites. 

• Third-party ad servers are allowed to measure clicks only. 

• JBJS does not release personally identifiable data on users of our website to advertisers. Advertisers 

on the Journal’s website may receive aggregated data about the responses to their 

advertisements. 

(continued) 




ADVERTISING POLICIES 

(continued) 

• Advertisers and sponsors do not influence the results of searches a user conducts on the 

JBJS website. 

• Updates to our Internet advertising policy will be posted to the Advertising section of JBJS.org. 

Advertorial and Disease-Awareness Advertisement Policies 

• As with all advertising, advertorials and disease-awareness advertisements are subject 

to approval. 

• All advertorials and disease-awareness advertisements must be easily distinguishable from 

editorial content. 

Single-page: 

• Company name and logo must be included at the top of the advertisement. 

• The word “ADVERTISEMENT” must be included at the top of the page in all 

caps, using a minimum font size of 14 points. 

Two-page spreads: 

• The word “ADVERTISEMENT” must appear at the top of both pages, using a 

minimum font size of 14 points. 

• One of the two pages must include the company name and logo at the top. 

Recruitment advertising: 

All advertisements for employment must be nondiscriminatory and comply with all applicable 

laws and regulations. Ads that discriminate against applicants based on sex, age, race, religion, 

marital status or physical handicap will not be accepted. Advertisements may not include dollar 

values in reference to compensation. 

Sponsorships 

Sponsorship and editorial content are clearly separated. A link to the JBJS Internet Advertising 

Policy will appear with all sponsorships on the website. Acknowledgment of support does not 

imply endorsement of any product(s). The final wording and position of the acknowledgments 

will be determined by JBJS. 

Readers are encouraged to comment on our Advertising policies. Please submit your comments 

to: advertising@jbjs.org 




CONTACT 

JBJS Inc. Team & Offices 

Advertising Office 

20 Pickering Street 

Needham, MA 02492 

USA +1 781.449.9780 

Fax: +1 781.449.3485 

Amber Howard 

Advertising Director 

+1 781.433.1233 

ahoward@jbjs.org 

Bev Ouannass 

Print & Digital Production Manager 

+1 781.433.1234 

bouannass@jbjs.org 

Classified/Recruitment Advertising 

www.jbjsjobs.org 

East/West Coast Territory 

Tim Reimer 

National Account Representative 

+1 781.433.1229 

Mobile: +1 617.512.8399 

treimer@jbjs.org 

Terry Paolino 

Institution & Recruitment 

Advertising Sales Manager 

+1 781.433.1239 

tpaolino@jbjs.org 

Pharmaceutical Advertising 

Representative 

James T. Brady, Inc. 

+1 516.742.7960 

Fax: 516.742.7908 

jtbrady1@verizon.net 

Midwest Advertising 

Representatives 

Jeffrey Dembski 

Tel: +1 847.498.4520 x3005 

Mobile: +1 847.910.8084 

Fax: +1 847.498.5911 

jdembski@jbjs.org 

Steve Loerch 

Tel: +1 847.498.4520 x3006 

Mobile: +1 847.778.0748 

Fax: +1 847.498.5911 

sloerch@jbjs.org 

European Advertising 

Representative 

Oliver Webb 

Oliver Webb Media 

35 Birchwood Road, West Byfleet 

Surrey kt14 6dw, UNITED KINGDOM 

E-mail oliverwebb1@me.com 

Call +44 01932 342552 

Fax +44 07966 530938 

If you should have any questions, please 

contact Bev Ouannass, Print & Digital 

Production Manager, at +1 781.433.1234 

or bouannass@jbjs.org.

Jbjs 2012 i - The Journal of Bone & Joint Surgery

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