Administrative Eyecare Media

Reaching the ophthalmic practice administrator
Administrative Eyecare (AE) is a member benefit publication of the American Society of Ophthalmic Administrators (ASOA). Printed six times a year, this award-winning magazine helps readers stay ahead of practice management trends through feature articles, columns, and case studies written by colleagues and subject matter experts. AE covers the latest news in strategic and business management, coding, human resources, business operations, technology, customer care, and much more—all designed to help the ophthalmic practice administrators and practice management staff manage and elevate the business of ophthalmology.

Who reads AE? Influential practice executives and administrators with a key role in the buying process for their practice, ASC, or other facility. The ASOA member is the target market segment for this publication, which has a distribution of over 1,700. Key demographics from a recent member needs assessment:

  • 72% of respondents have more than 10 years experience in the field
  • 50% of respondents have a total practice revenue of greater than $5M
  • 25% manage practices with at least 7 physicians
  • 47% of respondents operate ASCs
  • 67% of respondents run optical shops within the practice
  • 95% of respondents stated ASOA is a trusted source for news and information about ophthalmic practice management


  • 1,700 ophthalmic executives and practice management staff
  • Consistently ranked as a top ASOA member benefit


Cover 2 $4,530.00
Cover 3 $4,280.00
Cover 4 $4,870.00
TOC $4,280.00
Full page $2,030.00
3/4 page $1,765.00
1/2 page (vertical or horizontal) $1,855.00
1/3 page $1,485.00

Magazine Specs

Full page
Trim: 8.125″ x 10.875″ | Bleed: 8.375″ x 11.125″

Trim: 16.25″ x 10.875″ | Bleed: 16.5″ x 11.125″

1/2 page horizontal
Trim: 8.125″ x 4.75″ | Bleed: 8.375″ x 5″

3/4 page vertical
Trim: 4.625″ x 10.75″ | Bleed: 4.875″ x 11.125″

1/2 page vertical
Trim: 3.75″ x 10.875″ | Bleed: 4″ x 11.125″

1/3 page vertical
Trim: 3.75″ x 7.375″ | Bleed: 4″ x 7.625″


Editorial Calendar

January/February 2022
Cover story: Managing mental health post-pandemic

  • When violence enters the workplace
  • From manager to executive director  
  • Are your core values improving your work culture?
  • Diversify your care, optimize your impact
  • Using online scheduling to offset staffing challenges faced by practices  
  • Please make it stop: Managing the most difficult physician behavior
  • The new information blocking rule: What does it mean for my practice?
  • New to marketing? How to sell your practice successfully
  • Protecting the practice from a whistle blower
  • Tech efficiency—A case study using Duke University’s “point system”
  • Cloning in EHR for retina MDs

Space closing: November 16, 2021
Materials due: December 1, 2021
Mail date: January 19, 2022

March/April 2022
Cover story: Maintaining an independent practice

  • The 7 competencies of high-performance humor
  • Templating for efficiency
  • Staying open during renovations
  • Before trouble turns to trial—Preventive risk management
  • Being an authentic leader
  • Healthy leadership is about putting your own mask on first
  • Remote patient monitoring—What is available for eyecare?
  • Tech talks—Increase referrals through education
  • Covid challenge: Flow efficiencies
  • Raising your game on performance appraisals

Space closing: January 20, 2022
Materials due: February 2, 2022
Mail date: March 15, 2022

May/June 2022
Cover story: Top 10 things every new administrator needs to know

  • Nowhere to hide—How your leadership story makes or breaks your effectiveness
  • Tools for introducing change so employees embrace rather than reject it  
  • Benchmarking changes in a recovery phase
  • Best practices in educating patients on premium services
  • Creating operational alignment that optimizes your outcomes
  • Update on ADA website compliance—A climate of risk
  • What partnering with a PR company did for our practice
  • Proper use of modifiers
  • Common compliance pitfalls

Space closing: March 4, 2022
Materials due: March 17, 2022
Mail date: April 27, 2022

July/August 2022
Cover story: Navigating the perfect storm—Strategies for recruiting in our current climate

  • Case study: How we beat pandemic turnover trends and hired the staff we needed
  • Retention strategy: Critical for success in a tight market
  • What type of patient is best for your practice?
  • Focusing on soft skills development: The nuts and bolts of our leadership program
  • Cyber insurance: What practices should know
  • 10 ways to lose a patient
  • Potential audit triggers

Space closing: May 26, 2022
Materials due: June 9, 2022
Mail date: July 21, 2022

September/October 2022
Cover story: Has healthcare changed forever?

  • Adding research capacity to your practice
  • Unstoppable!—Cultivating the survivor mentality to build resilience and prevent burnout
  • Building your brand: How to improve self-awareness
  • Maximizing the benefits, minimizing the risks
  • Earn the best marketing for FREE!
  • Significant but frequently overlooked KPIs
  • Winning at selection and retention

Space closing: August 1, 2022
Materials due: August 12, 2022
Mail date: September 23, 2022

November/December 2022
Cover story: Best practices in workplace communication

  • What I didn’t know I didn’t know: Designing an experiential workshop for new/emerging managers
  • Soft skill, hard data: Validating the importance of empathy as a relevant and beneficial business communication skill
  • Time management: Telling your time where to go
  • Office-based surgery—risk or reward?
  • There’s something phishy going on here—Phishing simulators for cyber-risk reduction
  • Marketing to your top-of-the-funnel vs. your bottom-of-the-funnel prospects
  • The art of working together to ensure clean claims or reimbursement is a team sport

Space closing: September 23, 2022
Materials due: October 6, 2022
Mail date: November 16, 2022