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Advertisers evaluate journals using the syndicated reader research conducted by PERQ/HCI, who study DOs as part of the multi-specialty audience, and only differentiate them as primary care or multi-specialty. [Editor's note: PERQ/HCI now operates under the name The Nielsen Company and is responsible for conducting the biannual FOCUS and Media-Chek/APEX surveys.] They often view DOs as a separate specialty. While I have questioned this flaw in the research, PERQ/HCI does not have any plans to change their methodology at this time. We agree that it is less than ideal that our advertisers categorize DOs this way and we recognize the variety of specialty areas in which they practice, as well as the importance of their role in health care. However, the bottom line is that...we would not get credit for adding internal medicine DOs to our circulation.
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