The BMJ, the definite article

@article{Payne2014TheBT,
  title={The BMJ, the definite article},
  author={David Payne and Kamran Abbasi and Fiona Godlee and Tony Delamothe},
  journal={BMJ : British Medical Journal},
  year={2014},
  volume={348}
}
A new name, logo, website design, and homepage address (thebmj.com) 
2 Citations
bmj.com at 20 years
The end of the beginning
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.