Competing interests: We have read and understood BMJ policy on declaration of interests and declare the following interests: SS declares that she is employed by BMJ to do research on the publication process. EL declares that she receives salary support from The BMJ for work as the head of research and participates in The BMJ’s programme of research on research. FG is an honorary professor at Maastricht University and editor in chief of The BMJ. Provenance and peer review: Commissioned; not externally peer reviewed.