40 Psychology as a Profession
year (one of which involved an innovative nationwide tele-
phone conference call hookup involving over 50 sub-
scribers),PPreaders made crystal clear that they wanted
articles that “provide practical advice and concrete sugges-
tions that could be implemented in everyday practice set-
tings, rather than merely placing the new findings within the
context of the existing published literature (and then com-
menting upon needed future research)” (DeLeon & Vanden-
Bos, 2000, p. 595).
PP’s coverage included managed care, prescription privi-
leges for psychologists, telehealth care, expanding roles for
psychologists within the public policy (including legislative
and administrative) arena, and behavioral health-service de-
livery within primary care. Each of these issues has become
of major concern to the profession and to the nation’s overall
health-delivery system during the past decade. The reader-
ship numbers (individual and institutional) steadily increased
to approximately 8,000, making Professional Psychologythe
second most popular subscribed to APA journal.
In retrospect, the concerted effort to promulgate APA
Practice Directorate efforts and relevant federal public health
initiatives (e.g., those of the U.S. Surgeon General), although
perhaps highly unusual for an APA journal, have had an
impact in educating the field regarding the changes evolving
within their practice environments. Also, efforts to engage
women and ethnic minorities in the editorial process (and
thereby enrich the breadth of coverage) were particularly
successful. The overall percentage of ethnic minority mem-
bers in the APA at the time was 5.38%; in sharp contrast, in
1999 three of the five Professional Psychologyassociate edi-
tors were female, and two associate editors were members of
ethnic minorities. Further, 34.7% of the editorial board were
female and 14.7% were ethnic minorities. This was a signifi-
cantly higher percentage of both categories of members than
almost any other APA journal.
ELECTRONIC PUBLISHING INITIATIVES
In January 1995, the APA Web site was available to its mem-
bers and the public. The total “hits” in the first three months
was 22,474—a figure that today (in 2001) is reached every
30 minutes. Usage increased in every quarter of 1995, reach-
ing 413,207 hits in the fourth quarter of that year; quarterly
hits in 2001 ran at 90 million.
It is interesting to note that many people from a vast array of
fields turn to the APA for information on how to reference elec-
tronic documents. The APA has a special “style page” on elec-
tronic citations. A million people access this specialized page
on a relatively narrow topic every year. Nonpsychologist (and
nonstudent) use of the APA Web site remains strong. Almost
35% (or some four million annual users) of the APA Web site
arenotpsychologists or students studying psychology.
In 1997, APA president-elect Martin Seligman proposed
the establishment of an electronic journal called Treatment,
to be published jointly with the American Psychiatric Associ-
ation. For political reasons the “other APA” withdrew from
the venture because of fear that psychologists might claim
that reading the copublished journal would qualify them for
prescribing medication. The American Psychological Associ-
ation then decided to embark on the e-journal alone, which is
now titled Prevention and Treatment.By the summer of
2001, under Seligman’s editorship, the journal had 20,000
regular readers, with each article being “hit” an average of
35,000 times within the first year of release. Publications
from the Practice Directorate, the e-journal, Web-based com-
munications, videotapes, and over 70 new books each year
constitute communications from the APA that are directed
toward the practicing professional psychologist.COMMUNITY INVOLVEMENTDuring the 1990s, the APA became increasingly involved in
several highly visible community activities that contributed
to society’s appreciation of the role of psychological services.
In 1991, during the Gulf War, the APA joined with the
American Red Cross in forming a network of psychologists
to provide mental health services to families of members of
the armed services. Since then the network has been activated
following natural disasters, airline crashes, and terrorist
attacks in Oklahoma City (1996) and in New York City and
Washington, D.C., in September 2001.
In another effort, the Practice Directorate forged a part-
nership with Music Television (MTV) to develop a youth
antiviolence initiative titled “Warning Signs,” to help the na-
tion’s youth in identifying early signs of violent behavior
and to emphasize the need to get help should they see any of
them (Peterson & Newman, 2000). The campaign officially
kicked off with a youth forum held in Los Angeles on April
22, 1999. The 30-minute documentary, coproduced by MTV
and the APA, was the highest rated prosocial special in
MTV’s history, with 3.9 million youth watching the film. In
that year, there were over 600 follow-up psychologist-led
“Community Youth Forums on Violence” held across the
nation, with more than 58,000 youths attending. In March
2000, the Practice Directorate launched “Warning Signs for
Parents” as a logical follow-up; by the end of the year,
nearly 150,000 copies of the accompanying publication had
been distributed.