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paleonet How is measured the impact of a journal or a paper?



I have heard about the impact factor but I don't really know what is behind!
 
Another question concerns the visibility of paleontological journals: in my opinion, it should be measured it in terms of number of printed copies or number of subscribers (libraries + individuals). Do you have any idea about the number of subscribers to the main paleontological journals, either national or international?
 
BG