Intended Audience. A source written for authorities in a field is likely to assume that readers already have plenty of background. Such sources typically skip overviews and tailor their details for experts. In contrast, sources for general audiences usually define terms and supply background. Instead of beginning your paper on HIV treatments with an article in a well-known medical journal for physicians that discusses the most favorable chemical composition for a protease inhibitor drug, turn first to a source that defines protease inhibitor and explains how it helps HIV patients.

Publisher or Sponsor. The person, organization, agency, or corporation that prints or sponsors a source also may shape its content. Like authors, publishers often hold a point of view. Critically question what might motivate a publisher. Is a Web site created for commercial (.com) purposes, such as selling a product or service? Is it sponsored by an organization devoted to a cause (.org, as in Figure 33.1) or a government agency (.gov)? Is it the work of an individual with strong opinions but little expertise? Is a newsgroup or list limited to a particular interest? Is a publisher noted for works in a specific field or with a political agenda? Does a periodical have a predictable point of view? A faith-based publication will take a different view than a newsmagazine, just as a conservative publication will differ from a liberal one. For a Web site sponsor, look for a mission statement or an “About” page. Consult a librarian if you need help with these difficult questions.

Reviewers before Publication. Consider whether a publisher has an editorial staff, an expert editor, or an advisory board of experts. Does it rely on peer reviewers to critique articles or books under consideration? Does it expect research to meet professional standards? Does it outline such standards in its advice for prospective authors or its description of its mission? Does a sponsor have a solid reputation as a professional organization?