Reed Elsevier has launched OncologySTAT, which offers oncologists free access to its medical journals in exchange for registration. Users will also have access to summaries of relevant research published elsewhere. Elsevier plans to support the service with online ads and the sale of mailing lists.
Here's an excerpt from "A Medical Publisher’s Unusual Prescription: Online Ads":
. . . Reed Elsevier executives hope that OncologySTAT.com users will be an attractive target for advertisers, providing a model for an array of portals they could set up for health care professionals. Future sites may focus on specialties like neurology, psychiatry, cardiology and infectious diseases, company officials said. . . .
Monique Fayad, an Elsevier senior vice president, said the total online advertising market was growing “in double digits” and added, “We expect it will be a $1 billion opportunity within the next two years.” . . .
Source: Freudenheim, Milt. "A Medical Publisher’s Unusual Prescription: Online Ads" The New York Times, 10 September 2007, C1, C5.