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How to measure the impact of chemistry on the small screen

Scientists worldwide are urged to communicate their research to the public, but what is the best way to judge the effectiveness of their efforts? Using our YouTube chemistry channel as an example, we highlight the unexpected difficulty of measuring the 'impact' of such outreach activities.

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We thank our colleagues N. Barnes, D. Kays, A. Khlobystov, P. Licence, S. Liddle, J. Moses, R. Stockman, S. Tang and D. Walsh for their enthusiasm, which has helped make PTOV such a success, M. Healy, C. Johnson, B. Nerlich and C. Rudd for their advice, and EPSRC, COST, Microsoft and the University of Nottingham for financial support.

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Haran, B., Poliakoff, M. How to measure the impact of chemistry on the small screen. Nature Chem 3, 180–182 (2011).

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