| bmj.com is the online edition of the BMJ (British Medical Journal) and was conceived as a means of using new technology to better service existing readers, while delivering a broader international readership.Initially the site mirrored the paper journal to ensure it did not lose any of the important features relied upon by long-standing readership. Gradually it has evolved its own product identity, offering full text, via a free access site with many time saving features which the paper product could not provide. |  |