Are Magazines Next?

Folio: The Magazine for Magazine Management, June 1, 2004 by Karen Holt

For one client, a Website for physicians, the doctors under contract with MD Writers review the professional journals each week and write summaries of their findings. Lombardo, who says the company has six clients including Dowden (but declined to name the others), says the only thing medical journalists do that the doctors he works with don't is call sources to report on a story.

To find doctors who could write, he advertised on two Websites: Monsterindia.com and Timesofindia.com. He got 120 responses. Doctors typically make $1,200 to $2,000 a month in India, so the moonlighting offers an attractive way to supplement their income, says Lombardo. He gave the applicants writing tests. "I thought it would take me 100 tests to find four good writers," he says. "After 70 tests I stopped. I had a pool of 15 writers."

Granted, the Indian doctors wrote with a British accent, but Lombardo says it took him only three months to train them to write American-style copy. And he did it all by e-mail from his office in Atlanta. Lombardo has never been to India.