Sage announced plans to launch a new bimonthly journal in February 2010, titled the Journal of Asthma & Allergy Educators (JAAE).

The title serves as the official journal of the Association of Asthma Educators, and will publish original research, reviews and clinical practice perspectives targeting a multidisciplinary audience of health professionals and educators.

Ron Epstein, director, STM journals at Sage Publications, said the publisher did research in the field of asthma and allergy, and uncovered an unmet need. “There wasn’t a journal focusing on asthma and allergy the way this one will,” said Epstein. “There is a growing amount of research being conducted in this area, and with the onset of the H1N1 virus, the timing is right.”

JAAE will be led by editor-in-chief Tina Tolomeo, director of program development, section of pediatric respiratory medicine, at Yale’s school of medicine.

Epstein said the original circulation number would be somewhere “north of 500,” and would go to members of the Association of Asthma Educators, an organization founded in January 1998. The Association’s annual conference, held in late summer, is regularly sponsored by pharmaceutical companies including GlaxoSmithKline, Genentech, AstraZeneca and Merck.

 Epstein said the journal will be “very selective about whom our readership will be,” adding that the publisher is working out how it will be disseminated to additional asthma & allergy practices.

The journal will be available to subscribers online, in addition to traditional print.

Medical journal advertising dollars were down 32% this year—to $155 million from $228 million in 2008—according to PERQ/HCI’s 2009 Journal Advertising Review.

Forest Pharmaceuticals was the leading advertiser for medical/surgical journals, according to the review.