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It’s not them, it’s you. Dodge the despair and disseminate your work effectively!
  1. Andrew Murray1,2,
  2. Jennifer Duncan1,
  3. Danny Glover3,
  4. Steffan Arthur Griffin2,4,
  5. Ania Tarazi5
  1. 1Sport and Exercise, University of Edinburgh, Edinburgh, UK
  2. 2Physical Activity for Health Research Centre, University of Edinburgh, Edinburgh, UK
  3. 3Health Education Yorkshire and the Humber, Leeds, UK
  4. 4Department of Primary Care and Public Health, Imperial College London, United Kingdom, UK
  5. 5School of Population and Public Health, University of British Columbia, Vancouver, British Columbia, Canada
  1. Correspondence to Dr Andrew Murray, Sport and Exercise, University of Edinburgh, Edinburgh EH8 9TJ, UK; docandrewmurray{at}

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There you are, spending hours, days, months maybe even years on your research. You go ahead and publish it and alas! Those stress-filled seasons turn into a meagre 10 downloads. ‘No one gets how important this is!’ you cry. Let us at the British Journal of Sports Medicine (BJSM), prepare cushions around you and break it to you: it’s not them, it’s you!

You expected a dopamine reward kick, but you have missed out because you’ve only done two-thirds of the work—the research part and the publish part. That last part is communicating your work. Why? Well, for you. It’s part of your personal growth- the more people your work reaches, the better engagement you’ll have1 2 and the better the discourse around your topic will be! We believe it’s your professional duty to get the word out in a way that works for your audience. And it’s not only us. Funding agencies, academic institutions and …

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