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All editors of medical journals are expendable. But the fall, when it comes, is frequently painful and unexpected. Not so for George Lundberg, editor-in-chief of the Journal of the American Medical Association (JAMA) for 17 years: he knew that his sacking in 1999 was inevitable. He had upset too many people for too long a time, and he had courted controversy once too often. His editorial strategy, he has said, was "to deliberately give [readers] something to complain about." Lundberg's wish to tell the truth in his words, "no matter how embarrassing, insulting, or offensive" had eroded the
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