Time Inc. Strategic Communications, the custom publishing arm of the leading magazine corporation, has been working with the MGH to plan, develop and produce the publication.
Proto, a prefix that conveys progress and discovery, seeks to travel new ground in its coverage of medical innovation. Unlike data-laden academic journals or consumer magazines that serve up the latest health information, Proto describes, reflects upon and assesses medical advances in a style that is engaging, colorful and provocative. Each issue includes major features that have been researched and written by nationally respected science writers. The magazine also contains regular columns, images, essays and facts that are designed to amuse, challenge and surprise.
"There clearly is great interest today in biomedical innovation, and we want to provide context and explanation for some of the incredible work that is under way in academic medical centers, universities, research laboratories and business and industry," says Peter L. Slavin, MD, president of the Massachusetts General Hospital. "Our purpose is not to focus exclusively on what is happening at our institution, but rather to sift through and sort out the most exciting innovations across the country and around the world."
Paul Libassi, Time Inc. deputy managing editor, calls Proto "an evolution in communicating to the sophisticated reader" through its blending of intellectual rigor, lively writing and power
Contact: Peggy Slasman
Massachusetts General Hospital