【目的】 探讨我国医学期刊在富媒体数字内容开发方面的有效路径。【方法】 以《新英格兰医学杂志》《柳叶刀》《美国医学会杂志》《英国医学期刊》四大医学期刊网站富媒体数字内容为主要调研对象,结合国内医学期刊现状以及笔者所在编辑部实践情况,分析探讨我国医学期刊富媒体数字内容开发现状。【结果】 随着数字化出版革命的不断演进,富媒体内容已经成为四大医学期刊数字内容增值服务的重要部分,具有如下特点:均较早地引入专家视频、音频访谈内容;越来越多的文章以富媒体形态出版;对期刊学术资源进行二次加工,推出多种交互式产品;出现视频形态的“文章”;信息图得到广泛应用;部分资源通过付费订阅等方式开辟新的营收途径。国内医学期刊数字化发展还处于初级阶段,富媒体内容开发能力薄弱,应当从加强集约化经营、重视专门人才的引进以及培养、充分发掘自身特色资源等方向入手,增强富媒体内容的开发能力。【结论】 国内医学期刊应当学习借鉴四大医学期刊在富媒体内容开发方面的先进经验,结合实际情况和自身特色,提高富媒体内容开发能力,更好地促进学术影响力的提升,创造更大的社会效益和经济效益。
[Purposes] This paper aims to explore the effective approaches to the development of rich-media contents for medical journals in China. [Methods] The rich-media digital contents on websites of four famous medical journals were analyzed, including New England Journal of Medicine, The Lancet, Journal of the American Medical Association, and British Medical Journal, and we combined the current status of medical journals in China and practical experiences from writers' editorial office to discuss the current status of rich-media digital content development of medical journals in China. [Findings] With the evolution of digital publication revolution, rich-media digital contents have become the important components of value-added services in the four famous medical journals, which have the following characteristics: expert interviews in the form of video or audio were introduced early; more and more articles have been published in rich-media form; after secondary processing of academic resources, a variety of interactive products have been developed; some articles appear in the form of videos; infographics have been widely used; by means such as paid subscriptions of some resources, new revenue methods have been developed. The Chinese medical journals are generally at the primary stages of digital publication and lack of rich-media development capabilities. In order to enhance the required capabilities, we should put efforts into enhancing intensive management, introducing and cultivating personnels with professional skills, and exploring the featured resources of journals. [Conclusions] Medical journals in China should learn advanced experiences of the famous medical journals in line with our own characteristics to enhance rich-media development capabilities, therefore to better improve academic influence of journals, and create greater social and financial benefits.
New England Journal of Medicine,
Journal of the American Medical Association,
British Medical Journal,
Digital content development