PEDIATRICS Vol. 95 No. 1 January 1995, pp. 81
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THE VALUE OF EXPERT ADVICE?

J. F. L. MD

"In 1900, Alexander Graham Bell, the second president of the National Geographic Society, invited prominent editors and publishers to Washington to seek their advice about the society's magazine. They gave him these suggestions:

1. Move to New York, because it is impossible to establish a popular magazine in Washington.

2. Change the name National Geographic to something simpler.

3. Forget about building circulation through membership in a geographic society; sell the magazine on newsstands instead.

4. Never mention the name National Geographic Society in the magazine because people abhor geography."

"... Bell cheerfully ignored all the suggestions,... and set the magazine on its way to becoming the largest popular journal of geography in the world. 9.2 million circulation."