Friday, June 4, 2010

Five years on the frontier

The prefix "proto-" connotes progress and originality. The name of Proto, a quarterly magazine produced by the MGH in collaboration with Time Inc. Content Solutions, indicates the magazine's focus on the latest research breakthroughs and medical controversies, as well as the unique position of Proto as a publication. Overseen by the MGH, Proto explores biomedical research regardless of where it is taking place.

"Our goal in creating Proto was to use the diverse expertise of the MGH as a vantage point for examining innovation in biomedical research, clinical advances and health policy worldwide," says Peter L. Slavin, MD, MGH president, who helps guide the magazine's direction along with David F. Torchiana, MD, MGPO chairman and CEO, and an editorial board comprising MGH experts from across the disciplines.

"We want Proto to provide an authentic, objective and provocative glimpse into the world of health care," says Torchiana. "With that in mind, we make sure the magazine discusses research controversies and setbacks, as well as the progress medical researchers have made."

Nearly five years since its debut in fall 2005, Proto continues to report on the ever-changing frontier of medicine. With a readership of more than 75,000 nationwide, the magazine reaches thousands of others through its website and most recently, a program on ReachMD, a station on XM Satellite Radio. The first show aired May 17.

"Proto helps give the MGH exposure beyond Boston – and it happens in a lot of small ways we might not even think about,” says Paul Libassi, deputy managing editor for Proto at Time Inc. Content Solutions.

Though Proto targets physicians, researchers, health care and opinion leaders, and policymakers, its influence has gone well beyond the medical and scientific community. Articles from Proto have been reprinted in mainstream news publications such as The Washington Post and the Saturday Evening Post. Even radio personality Rush Limbaugh has picked up a copy: "The Future of Obesity,” an article in the summer 2009 issue, was a point of discussion during one of his radio shows and on his website. Proto also has received multiple editorial awards -- including awards from Folio magazine, the American Society of Journalists and Authors, the Custom Publishing Council and Apex Awards for Publication Excellence -- as well as honors for its design and photography.

"It has been stimulating, fun and a privilege to work with these two creative, talented groups -- writers and artists from Time Inc. Content Solutions and clinicians and scientists from the MGH,” says Celeste Robb-Nicholson, MD, a member of the Proto Editorial Board and a primary care physician in the MGH Department of Medicine. "The collaboration has been mutually stimulating and has sparked a lively, forward-looking publication."

Learn more about Proto. Learn more about Proto on ReachMD.

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