GI cancer is one of the most common forms of cancer - it is highly prevalent, accounting for over 50% of all cancers diagnosed. Although we publish a large and expensive textbook of GI Cancer, we do not publish a smaller more practically accessible, cheaper handbook for a lower level than purely the specialist. This will perfectly fit that niche and provide clear, practical guidance to gastroenterology, oncology and general surgery residents and nurses, as well as newly qualified specialists.
Potential sales for this are high, due to the fact that it has multiple target markets. It will appeal to residents in both gastroenterology and oncology, and also general surgery - these are large therapeutic areas - and crucially, will be priced cheap enough for them to afford it in large numbers.
BMJ published Management of GI Cancer by Andrew Kingsnorth back in 1996, which sold 1382 copies, despite what is now a relatively high price of 95.99 for a 400pp book. Following Kingsnorth's decision not to be involved in a new edition, I have commissioned a new book with a new format and an experienced and heavyweight international editor team, which will increase the appeal on both sides of the Atlantic. With direct competition rather sparse or starting to appear dated, and with a far more accessible price this time around, this easy to navigate handbook in a key area of gastroenterology will without doubt be in great demand.