Long-term sustainability is necessary for any bulletin. Ability to generate revenue for the services provided helps to assure long-term survival. Some bulletins charge higher subscription rates to international organizations or institutions in general. This helps to subsidise local distribution to individuals at a reduced rate or at no charge. Chapter 10 describes strategies to finance distribution and the use of differential subscription fees.

In the long run, much depends on the quality of the work and the ability to establish the bulletin’s usefulness to its audience as well as to funders. An established bulletin with credibility is likely to receive continued financial commitment and achieve sustainability. Satisfied users are also likely to continue subscribing to a bulletin and to recommend it to other potential users. Some bulletins involve subscribers in promoting the bulletin’s usefulness.

It is important to formulate objectives for the bulletin (see Boxes 5.2 and 5.3 for examples of these), to establish your own style from the beginning, and to strive for continuity. Publishing timely overviews on specific issues of local importance, organizing seminars on certain themes, and creating annual awards are other ways of increasing the influence of the bulletin and its long-term survival.

Box 5.2 Objectives of The Network’s Drug Bulletin, Pakistan

Box 5.3 Mission statement and aims of Australian Prescriber

It is also wise to avoid too much dependence on any single source of funding. Then even if one source of support dries up the bulletin is likely to survive.