Forays in Fashion

In the early years of Molecular Vision, we (the Editors) were trying to build name recognition for the journal. The term "open access" had yet to be coined and there was a certain indifference to our "Scientists publishing for Scientists" idea. Almost all of our marketing efforts centered around the annual ARVO meeting. For many years, we had an exhibitor's booth at the meeting where we demonstrated the web site, distributed brochures, and answered questions, but parts of our target audience did not visit the exhibits. We wanted to reach a wider audience.

Between our editorial board, our authors, and some friends, we had a core of supporters who could answer questions about Molecular Vision. We realized we could use these supporters to evangelize the journal. Jeff Boatright and I developed t-shirt slogans that we hoped were provocative enough to hold someone's attention for a few seconds (Paula Bloom contributed to the "Ivory Tower" concept). We gave the shirts to our supporters who were willing to wear them at the meeting. A number of our supporters gave platform or poster presentations while wearing a Molecular Vision t-shirt. The shirts were popular and (we think) effective. Following are the five t-shirt designs we produced.

"Publishing Evolves" (1998)

"Subversive Publishing" (1998)

"Free Reprints" (2000)

"Ivory Tower" (2000)

"Free Delivery" (2001)