Your ADA publications have maintained their long-held status as the best-read periodicals in dentistry, a recently released, independent readership survey showed.Kantar Media’s Dentistry Readership study for 2010 ranked the ADA News and The Journal of the American Dental Association first and second, respectively, among 15 dental publications included in the firm’s yearly study of dental publishing.
Between March and May 2010, Kantar mailed questionnaires to 3,297 dentists; 381 dentists responded for a completion rate of 12 percent. The survey measured what dentists read as well as how they read (cover to cover; read articles of interest, then look through remaining pages; skim or look through quickly; review the table of contents, then read only articles of interest.)
Kantar Media applies a formula to weight the responses and calculate readership scores and industry rankings for each publication.
Among all dentists, ADA News had an average readership score of 70 percent and a No. 1 ranking among the 15 publications in the survey. JADA ranked second, with a readership average of 65 percent. The Journal’s closest competitor, ranked third overall, posted a readership average of 56 percent—nine percentage points behind JADA and 14 percentage points behind the ADA News.
Among newer dentists (in practice 15 years or less) JADA ranked No. 1 (a 67 percent readership average) with ADA News coming in at a very close second (a 66 percent readership average).
Introduced in 1913, JADA is the ADA’s flagship publication, focusing on clinical practice and dental research. The ADA News, introduced in 1970, covers the socioeconomic and political aspects of dentistry and health care, including the activities of ADA agencies, the Board of Trustees and the House of Delegates.
