TrendMD - Grow your readership
TrendMD - Grow your readership
Traditionally, scholarly publishers ensured the visibility of an
authors’ work by circulating print journals to targeted readers. But
fewer people are reading print journals anymore and as content continues
to migrate from print to online — how can publishers optimize
electronic distribution of content?
Current dissemination strategies, such as online press releases,
certainly enhance visibility, but are limited to only a few selected
publications. Other strategies, such as improving online journal user
interfaces and the increasing availability of Open Access content help
to enhance visibility, but these strategies fall short in getting the
right content to the right audience.
There has been a lot of hype about social media and its effects on
enhancing visibility. But the data has been mixed on its effectiveness.
In the Nov. 2014 study “A Randomized Trial of Social Media from Circulation,” the data proved inconclusive in determining the effectiveness of social media for enhancing visibility of articles.
“A social media strategy for a cardiovascular journal did not
increase the number of times an article was viewed,” the study
TrendMD fills a niche in the
area of online content dissemination. The company was founded in 2012 by
physician-scientist Dr. Paul Kudlow, and leading open access publisher
of JMIR Publications, Dr. Gunther
Eysenbach, with the simple goal of connecting the right content to the
right audience. The two joined forces with a talented software
engineering team to create a personalized recommendation engine that
allows us to distribute scholarly content across online journals and
blogs and push content directly to its intended readers.
The recommendation widget, which is free for content providers like
journals to install, generates recommendations for readers based on
their reading habits. Clicking on the link might take the reader to
another article within the same journal—or to another journal owned by a
different publisher altogether. Each click on a link that directs a
reader outside the host publisher earns that publisher revenue, and/or a
new visitor back to their site in return.
Here’s a concrete example, from the reader perspective:
- JAMA publishes an article about respiratory disease and would
like to promote it. It sets a budget, and the article is disseminated
through TrendMD’s network (360 journals and growing).
- Meanwhile, you’re reading a different article on respiratory disease
in The BMJ. Since The BMJ has the TrendMD widget installed, it tells
you that you might also be interested in the first article published by
- You click the link. Your click “costs” one dollar, which is deducted
from JAMA’s tab. The BMJ and TrendMD split the proceeds—and JAMA enjoys
the increased exposure and site traffic. Alternatively, The BMJ may opt
to reinvest the proceeds earned from the click on the sponsored link in
order to have their content distributed, thus receiving a visitor
directed from JAMA or another journal in the TrendMD network.
But we didn’t just create TrendMD for publishers. Content providers
of all sorts, including individual researchers, can promote their
research through TrendMD. As buyers, they select a budget and pay only
for the actual click-throughs they receive. While Open Access was a
first step towards authors enhancing the visibility of their work,
TrendMD is a technology that addresses an unmet need of authors and
publishers to actively distribute their best work across journals and
How TrendMD helps authors increase the visibility of their work
You may be asking yourself - “what determines where my content will be recommended?”
Traditional recommender systems stop at semantic enrichment (i.e. relatedness).
TrendMD utilizes a variety of factors to determine the best links for
each reader, including relatedness, audience click behaviour (“people
that read X, also clicked on Y”), article popularity, and
personalization (i.e. what you have read in the past). Our algorithms
are optimized to connect the right content to the right reader, at the
We found that unrelated content recommendations generated a 24% higher click-through rate (number
of times link seen / number of times link clicked). We think this makes
intuitive sense. How would you feel if you were given recommendations
on what to read next and each of them featured another review paper on
heart failure? In some cases (e.g, if you were not satisfied with the
first review paper), this might do the trick, but more often than not,
you’d probably like to move on to another topic that really interests
We then tested TrendMD’s effects on visibility.
We completed a parallel-group randomized controlled trial on 100
articles, all published on the same day, randomly selected from 75
medical journals indexed on PubMed. 50 articles were distributed and 50
articles remained undistributed. Articles that were distributed across
the network received an 87% average increase in article views at 6 weeks
versus control (191 views versus 102 views).
the TrendMD network affects other metrics such as altmetrics and
Edanz has established a partnership with TrendMD to help authors
using our service to reach larger, more targeted audiences.We are
currently designing a “premium author package”, whereby authors can pay
for post-publication promotion over the TrendMD network in addition to
receiving editing services, etc. TrendMD is offering Edanz authors a 50%
discount off their regular prices. As soon as you publish your
manuscript, TrendMD promotes your work, and you can monitor the
increased visibility and uptake of your work by logging into your Edanz
In the interim, feel free to sign up to TrendMD at www.trendmd.com or email firstname.lastname@example.org. When signing up to TrendMD, input Edanz in the Organization box to receive a 50% discount off of regular prices.
TrendMD - Grow your readership | Edanz Editing