A new bmj.com

@article{Payne2011ANB,
  title={A new bmj.com},
  author={David Payne and Fiona Godlee},
  journal={BMJ : British Medical Journal},
  year={2011},
  volume={343}
}
How to make the most of the redesigned BMJ website 
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The BMJ online: lessons from a 20‐year digital presence
TLDR
The current BMJ is a far cry from the 1995 ‘brochureware’ site, but Journals need to be flexible in their delivery mechanisms to meet user needs and respond to user demands to be balanced against proactive development.