Hugh E. Huxley (1924–2013)

press training and may be reluctant to engage the media. However, many universities employ press officers with journalism background and keen to work with scientists in communicating their papers to the media. Scientists need to be more proactive in working with traditional and new media, recruiting the help of their press offices, and communicating their findings to the general public through social media. This is essential for increasing the scientific literacy of the public and its support for science, as well as increasing the visibility and citation rate of one’s papers. With the exploding use of social media, researchers have many excellent tools to communicate and promote their papers to their peers, colleagues, and the public in general. There is high pressure for early career scientists to publish in high impact journals, but rejection rates have exceeded 90% in the highestimpact journals. There is a high opportunity cost, in citations, of a publication delay, not to mention the possibility of getting scooped by a competitor. Scientists need to be more strategic about their journals of first choice, steadily building a portfolio of good papers in a diversity of good-fit journals, rather than succumbing to the winner-take-all mentality of submitting everything to a handful of high-impact and highrejection journals, losing precious time, energy, morale, papers, and citations to the worsening rejectionresubmission cycle.