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It was with a growing sense of foreboding and imminent depression that I flicked through the pages of the most famous ‘regular dental publication’ in the UK.

You know the one I mean, it lands on your door step on a Saturday morning encased in a cling film coffin and generally, these days, with a brazen advert for an inexpensive low cost, low quality dental implant system on the front cover.

I flicked through the pages (clearly too much time on my hands at the moment) and tried to find something of value and use.

Mark Topley’s article on CSR caught my eye but sadly I suspect mine are one of the few eyes it may have caught.

Kevin Lewis is always good value and has been for decades, but now he is out of dental protection I wonder how much his information will be valuable, viable or current.

I saw a clinical case… well the less about that the better. I cruised through a suggested list of the 50 most influential people in dentistry.

That would be a subjective classification indeed would it not? Influential in what way?

Other than that, the publication is heavy on adverts, shouting for our attention but drowned out by all the other background noise in the other free post that arrives on the same day.

Some years ago, I wrote a series of articles for that publication, promoting the ITI and its benefits to members. I’ve also sanctioned advertising for The Campbell Academy within its pages too, the irony of these two things is definitely not lost upon me.

I will have to convince myself that this publication continues to work and be effective because the people (like me) who pay to advertise in it don’t count whether their adverts work or not, and that will continue to allow it to have the financial stability to proceed.

One can only hope that it is not succeeding because the majority of dentists think it is quality content.

I finished flicking through it as I finished my breakfast and I won’t be flicking through it much again.

I won’t be encouraging my children to read it as part of their background reading, but then again, I don’t encourage them to read The Sun either.

Blog post number: 1547