Ending with Open Access, Beginning with Open Access | The Scholarly Kitchen - 1 views
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bmierzejewska on 08 Jul 14"This raises the interesting and important question of whether publication in an OA journal represents the end of a process or the beginning of a different one. The difference is marketing, a term that is often misunderstood in scholarly circles. Marketing means creating demand for something. Traditional publishers do this with their brands and (for books) their authors. For OA publishers the challenge is to continue to keep pushing a particular paper after it has appeared online. There are many ways to do this, of which simply making the content openly available is one (allowing an article to get indexed by search engines and pointed to by bloggers and others). But to continue to keep the article in the eyes of its prospective readers, new means of attracting attention have to be developed. "