Devcom’s Move


Crosstown Moves

Leaving Town


Corrections or additions?

This article by Barbara Fox

was prepared for the March 20, 2002 edition of

U.S. 1 Newspaper. All rights reserved.

Medical Publishing: Line-Up Changes

Medical publishing companies in Central New Jersey


more than 200 writers and editors and that does not count the in-house

departments of pharmaceutical companies nor the several dozen


that offer an additional 1,000 jobs in pharmaceutical communications

and marketing.

But the industry has gone through hard time over the last three years,

and many of the medical publishing companies have done some


Unlike, most of the physician-based publications depend

on advertisements for new drugs. And the Food and Drug


new drug approval rates have dropped, according to Robert Preston,

the new CEO of Multimedia Healthcare at Princeton Meadows Office


"An unprecedented number of new products have been pulled from

the market," says Preston. "Our lifeline is approval of new

drugs — the existing products don’t need to match the noise level

of the new products."

Here are some changes in the medical publishing lineup.

Intellisphere Reorganizes

Michael Hennessy, CEO of Intellisphere, has bought the

Internet side of the company he founded — Multimedia Healthcare

— from his major investor, Freedom LLC. Meanwhile Freedom LLC,

based in Irvine, California, has exercised its option to buy



Hennessy had founded Multimedia Healthcare in 1992 and took in a 50

percent investment from Freedom five years ago.

An Internet-based spinoff, Intellisphere uses both the Web and hard

copy. With 19 employees it publishes three Internet guides for


Launched in 1999, Intellisphere’s MD net guide has a controlled


of 127,000. For primary care physicians it offers user-friendly access

to online medical content; the paper version refers to site links

on the web page (

Intellisphere also publishes two other print guides to online


Family Medicine net guide (, a


resource, and Oncology net guide (

The deal is so new that these Net guide products are linked to the

Freedom LLC’s website.

Hennessy’s father, Jack Sr., was a publisher, and Michael’s brother,

Jack Jr., heads the fast-growing Medical World Communications at Exit

8A. On Intellisphere’s board are Stephen Barrett MD, known for his

debunking website and physicians from Stamford,

Columbia, Vanderbilt, and the Mayo Clinic.

Intellisphere, 666 Plainsboro Road, Suite 300,

Plainsboro 08536. Michael Hennessy, CEO. 609-716-7777; fax,


Home page:

After the sale of Intellisphere, Multimedia Healthcare

continues to operate with 23 employees at Princeton Meadows Office

Center and with Freedom LLC, based in Irvine, California, as the


company. Robert Preston, the new CEO, says that financial details

for the buyout are not complete.

A native of Hawthorne, Preston majored in business at Montclair State,

Class of 1977, and started out selling ad space for the Patterson

News, but he has been in healthcare publishing for 20 years. For 15

years, most recently as group publisher, he had worked in Montvale

for Medical Economics Thomson Healthcare (coincidentally the same

firm with which Dan Goldenson’s is now associated).

Most recently he was group publisher. After he and three other Thomson

executives were laid off in January, 2001, he was hired by Freedom

LLC to be "CEO in waiting" at Multimedia Healthcare. He took

over as CEO on January 1 and has just hired Kevin Bolum, another


executive with Medical Economics, as his chief financial officer.

Five years ago Freedom had acquired a 50 percent share of Multimedia

Healthcare; a year later Hennessy created the Intellisphere division.

A billion dollar, privately held company, Freedom’s flagship


is the Orange County Register, and it has other daily and weekly


plus eight television stations.

Freedom closed down or sold all its magazines except Multimedia


and officially exercised its option to buy Multimedia Healthcare on

January 1. Multimedia Healthcare continues to publish Clinical


Home Healthcare Consultant, Annals of Long Term Care, and Journal

of Gender Specific Medicine.

Multimedia Healthcare/Freedom LLC, 666 Plainsboro

Road, Suite 440, Plainsboro 08536. Robert Preston, CEO. 609-275-3800;

fax, 609-716-8138. Home page:

Medical World


Jack Hennessy, like his brother Michael, has also made

changes to his medical publishing firm. Founded in the same year as

his brother’s firm, 1993, Jack Hennessy’s company, Medical World


reports revenues of $100 million for fiscal 2001, up from $3 million

the first year. The executive and accounting offices moved from


Drive to Center Drive last year. About 22 people work in the new


Drive office with 70 people remaining on Forsgate Drive.

Medical World Communications (MWC) company has 10 divisions and more

than 70 publications and information services; it claims an audience

of 1.2 million healthcare and dental professionals for its


and continuing education programs. It also has offices in New York,

Chicago, Los Angeles, and four other locations and owns Stagnito


Inc., a publisher of specialized food and beverage magazines.

On Forsgate Drive are the editing and publishing departments for 14

of the magazines, including Cardiology Review, Family Practice


Internal Medicine World Report, Physician’s Money Digest, Resident

and Staff Physician, Surgical Rounds, American Journal of Managed

Care, Preventive Medicine and Managed Care, Generic Product Report,

Contemporary Esthetics and Restorative Practice, The Compendium, and

Contemporary Oral Hygiene, Cardiology Review, Pharmacy Time, Family

Practice Recertification, Internal Medicine World Report, Physician’s

Money Digest, Resident and Staff Physician, Surgical Rounds, American

Journal of Managed Care, Preventive Medicine and Managed Care, Generic

Product Report, Contemporary Esthetics and Restorative Practice, The

Compendium, Dentists’ Money Digest, and Contemporary Oral Hygiene.

For another magazine, PharmacyTimes, the eight-person editorial staff

works in Westbury, New York, and the actual printing for all the


is done in Kentucky, says spokesperson Bob Sorensen.

Medical World Communications, 8 Center Drive,


08831. Jack Hennessy, CEO. 609-860-8088; fax, 609-860-5903.

Medical World Communications, 241 Forsgate Drive,

Jamesburg 08831. Jim Granato, publisher, Pharmacy Times. 732-656-0200;

fax, 732-656-0818.

Excerpta Medica


Excerpta Medica is an 80-person division of the medical

publisher Reed Elsevier that recently downsized and was divided into

two parts. Kevin Connelly, formerly the CEO, has left, as has Bob

Issler, who joined Medical World Communications on Forsgate Drive.

Colleague Medical, a group that conducted doctors’ discussion groups,

has also gone.

Remaining is the journal publishing business, and a business that

offers marketing-related information for the healthcare industry.

William Mino is the general manager here and has about 60 of the 80


though some serve both halves of the company.

The business model for Excerpta Medical’s journals in Belle Mead is

to pay costs by assessing a production fee, with profits coming from

reprints. "Typically, when we get a paper comparing drugs,


order reprints to give to the doctors," says Stan Heimberger,

group publisher of two bimonthly journals — Clinical Therapeutics

and Current Therapeutic Research.

"The industry loves us, because our papers are very strongly peer

reviewed, and our quality is superb, but once a paper has been


it appears in the very next issue, period," says Heimberger. With

such a tentative production schedule, some issues are thick and some

thin, but quick dissemination of recently developments in a drug


is of prime importance to the pharmas, which distribute the reprints

to prescription-writing doctors.

Clinical Therapeutics also publishes in-depth review articles on


drug therapies or disease states and includes pharmaco-economic


and health policy discussions as well. The articles are indexed by

all major biomedical abstracting databases.

Among the more than 1,200 other medical and scientific journals


by Elsevier are The Lancet, The American Journal of Medicine, and

the Journal of the American College of Cardiology.

Excerpta Medica Inc., 105 Raider Boulevard, Suite

101, Belle Mead 08502. William Mino, business manager. 908-874-8550;

fax, 908-874-0700. Home page:

Excerpta Medica: Clinical Therapeutics/Current


Research, 105 Raider Boulevard, Suite 101, Belle Mead 08502. Stan

Heimberger. 908-281-3625; fax, 908-874-3250.


Leaving Town

Two Medi-Media companies moved from Phillips Boulevard

to Yardley on March 8. Brad Kozar had moved the managed care marketing

firm to Phillips Boulevard four years ago (U.S. 1, March 25, 1998).

It has been sharing space with Veterinary Learning Systems, the animal

health publisher, which also moved.

MediMedia Managed Care LLC, 780 Township Line Road,

Yardley, PA 19067. Bradley Kozar, group president and CEO.


fax, 267-685-2966. Home page:

Veterinary Learning Systems Co. Inc., 780 Township

Line Road, Yardley 19067. Marty Caron, president. 267-685-2400; fax,


Top Of Page
Devcom’s Move

DevCom, 2 Research Way, Princeton Forrestal Center,

Princeton 08540. Janice Kessler Gross. 609-924-4666; fax,


Janice Kessler Gross has moved her full service marketing


firm to 2 Research Way, Princeton Forrestal Center, leaving the newly

renovated building on Route 27 in Kingston to be rented out. DevCom

concentrates on the healthcare industry and has, as a particular


medically relevant brand reminder items.

Top Of Page

Manpower Temporary Services, 212 Carnegie Center,

Suite 108, Princeton 08540. Barbara McCandless, branch manager.


fax, 609-452-9165. Home page:

By combining with the Manpower’s Hamilton office, Barbara McCandless,

branch manager of the Carnegie Center office, expanded her Princeton

location. Two people came from Hamilton and more space was added.

Top Of Page
Crosstown Moves

New Jersey Association of School Business


4 AAA Drive, Suite 101, Robbinsville 08691. Bruce M. Quinn, president.

609-689-3870; fax, 609-689-3167.

After 75 years of existence, this business association has finally

moved into their own digs. "We’ve never owned before, always


says John Donohue, assistant director. Formerly located in Bordentown,

the New Jersey Association of School Business Officials has moved

eight miles north to 4 AAA Drive, Robbinsville. Phone and fax are

new. "We saved up our money over a number of years, looked


for the right property, and put down our down payment," says


"We’re near Route 130 and the Turnpike, it’s really an ideal


for us."

NJASBO is a professional organization that addresses the concerns

of those working in accounting, data processing, service management,

maintenance, payroll, purchasing, and transportation within a school

or school district. It has 585 active members, 200 associate members,

and 200 business associate members.

Vibgyor Solutions Inc., 55 Princeton-Hightstown

Road, Suite 205-A, Princeton Junction 08550. Srinivas Reddy,


609-750-9158; fax, 609-750-0811. Home page:

Srinivas Reddy moved his software consultant firm from Plainsboro

to 55 Princeton-Hightstown Road, Suite 205-A, Princeton Junction,

08550 last year. Phone and fax are new. He offers Unix administrators,

network administrators, programmers, developers, and database


Top Of Page
Leaving Town

Bought Out

eComServer Inc. (SLT), 4301 Route 1 South,


Executive Center, Suite 220, Monmouth Junction 08852. Yash Joshi.

609-951-8500; fax, 609-951-0580. Home page:

On February 8 Silverline Technologies bought eComServer, and by


eComServer will have moved to Piscataway, Silverline’s headquarters,

where it will operate as a wholly owned subsidiary. Last March the

eComServer reached an all-time headcount high of 105, but as a result

of the market’s disaffection with E-commerce, it downsized 50 percent.

"We had been talking about this transaction for eight months,"

says Lazbert Oseni, one of the few original officers of the firm who

is still working there (U.S. 1, May 3, 2000).

Infinite Data Structures, 4 Princess Road, Suite

207, Lawrenceville 08648. Robert Kelly, president. 609-219-0959; fax,

609-219-0459. Home page:

Early in 2001 this software firm was doing so well that it planned

to move to the 22,000 square foot building formerly occupied by


Polychrome on Alexander Road. Now, much of its software has been sold

to SAP, a leading application development firm based in Newtown



Most of the 50 employees here are now working in Newtown Square.


Data Systems developed pharmaceutical bids and contracts computer

systems under the IMHC product name.

Several former employers are working with what remains of the software

but will be moving out of 5,400 square feet on Princess Road. Jack

Finn, the former CFO, says he is looking for a sublet tenant.

Top Of Page

Dr. Marvin Freidman, 77, on March 12. He had been chief

of the urology department at Capital Health System at Fuld.

Kathleen M. "Kathy" Hennon, 48, on March 12. She

was an administrative assistant at Janssen Pharmaceutica in Titusville

and had worked at Novo Nordisk.

Corrections or additions?

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