A study determined what business administration considerations were elements in the managerial decision making process to include structured continuing education in a professional journal and what the positive or negative results have been in terms of operating benefits and profits. An initial literature review showed the need for exploratory study to establish baseline data. This first stage of the research used a questionnaire to collect data on 136 publications servicing eleven professions: certified public accountants, dentists, lawyers, nurses, nursing home administrators, optometrists, pharmacists, physicians, real estate personnel, social workers, and veterinarians. Fifty publications reported currently having a regular structured continuing education feature; ten stated they had definite plans to begin one. A second stage of the research involved case studies of a representative publication in each professional category. Eight publications reported that structured continuing education as a marketable feature had provided a positive economic impact. Two rejected it because only a small percentage of their readership had mandatory continuing education requirements. Data analysis findings indicated (1) a good-to-excellent market potential for structured continuing education in professional journals, (2) publisher expectation that participating readers pay special fees to cover costs, and (3) the occurence of direct (income) and indirect (increased advertising and circulation) benefits. (YLB)