This hasn't been a good decade for periodicals. According to the National Director of Magazines, close to a thousand publications have bitten the dust since 1997, from big name publications like Brill's Content Mademoiselle, and George to lesser-known titles such as New Choices and Walking.

Yet, The Chiropractic Journal (TCJ) has not only survived these tumultuous years, it has thrived and retained its position as the foremost source of chiropractic information and news. This month, it enters its 17th year of publication.

"We're very proud of the work we've done during the past 16 years," stated Terry A. Rondberg, D.C., TCJ founder and publisher. "We started with a 16-page newspaper and rapidly built it up into a highly respected and well read publication that actively supports and promotes subluxation-based chiropractic around the world."

Although independently published, the Journal serves as the official newspaper of the World Chiropractic Alliance, contributing to its efforts to promulgate the concepts first developed by B.J. Palmer, and working to safeguard chiropractic's unique character and position in health care.

"It's been a battle at times," Dr. Rondberg admitted. "We've been attacked from all sides, particularly for our unflinching stand against the medicalization of chiropractic. We've also been the target of unsavory tactics from some of our competitors. But through it all, we have earned and kept the loyalty of a large portion of the profession who believe they have a responsibility to 'guard well' the sacred trust of the chiropractic vision. They know we are always faithful to that duty."

Rondberg and the staff of The Chiropractic Journal credit their loyal readers for the success of the paper, and for the effectiveness of the advertising it contains.

"Our readers know that when they support our advertisers, they support subluxation-based chiropractic," stated Linda Bevel, TCJ marketing director. "That's one reason our advertisers usually get such good results in the Journal. Doctor are not just buying a product or service. They're helping strengthen the profession they all love."

In addition to receiving advertising support from many of the top chiropractic companies, TCJ has attracted columns and articles from numerous chiropractic leaders and experts. Regular columns explore issues involving research, techniques, pediatrics, marketing, public relations, malpractice, financial management, medicare and insurance, and other topics.