Even as digital drained ad dollars once earmarked for print, medical journals proved resilient. However, the 2017 numbers aren’t kind to print-first publishers. Per Kantar Media, ad revenue for healthcare journals plunged $632 million in 2016 to $532 million in 2017; revenue for medical/surgical titles fell from $385 million to $327 million. Is this a blip in print’s fortunes or the start of a long-predicted decline?