Sir, the cartoonish characterisations of the current covers of the BDJ [Volume 223, published July–December 2017] serve to diminish the credibility of the contents of the journal and demean the dental profession. For a serious academic journal, more appropriate cover subject matter might portray some of the history of dentistry's rise from barber-surgeons to the current and future status of the profession as a scientifically-based health discipline. Dentistry should not be portrayed in a discreditable comedic manner, with its reputation already much diminished as a cosmetic calling.

The Editor-in-Chief responds: I thank Professor Sperber for his opinion on the cover series. I have always been open to receiving and publishing criticism of the BDJ's content as I believe this is the best way to progress debate. The editorial team including our amazing art editor go to great lengths to choose our cover series taking into account visual impact, relevance, originality and a host of other considerations. Previous examples that have had particular impact include the humorous cartoon series to celebrate the 2012 London Olympics and the unique watercolours commemorating the beginning of the First World War. The originals of this latter series having been purchased from the artist and are now on permanent show at the Army Dental Corps Museum.

As readers will be aware, the series referred to was based on references to oral health, teeth and dentistry as portrayed in literature and have been commissioned by us with detailed briefs to the artist. As such Professor Sperber's comments need to be set in the context that these literary references portray dentistry and oral health as others see them, not as we see ourselves – a crucially important difference. If we are to progress as a profession we need to be objective about our existing, wider image.

Professor Sperber's is the only negative comment we have received on the series in comparison to many positive and supportive reactions, especially on social media, where one reaction was 'Fantastic cover art. This makes me so proud of my profession!' It is in this context that I wanted to respond since I strongly believe that the reputation of the BDJ far from being diminished is in fact enhanced by such embellishments. I am sure that this is part of the reason why the BDJ is, by the measure of Altmetrics, the number one most talked about dental journal in the world and from our own statistics read in over 190 countries.