Author : Rowland Lorimer
Background
In the face of extensive, developed-world library endorsement of open access (OA) and not-for-profit publishing, large commercial journal publishers are, paradoxically, increasing market share by means of economies of scale brought about in part by ownership concentration.
Analysis
While the market success of commercial journal publishers may benefit from ownership concentration, it is argued that market-oriented innovation has also contributed to their market success.
A review of the very lively state of market-oriented innovation in journal publishing and usage metrics is undertaken and three innovation proposals derived from commercial magazines are introduced.
Conclusion and implications
The adoption of reader-focused features of commercial journals and the adaptation of the mobile-oriented strategy of commercial magazine publishers that respond to the modern digital information environment and mindset are recommended as strategically sound.
Partnering with low-cost promoting, OA-oriented libraries may hobble the ability of not-for-profit journals to maximize their value to researchers.
Originality/value
The weakness of OA as a constraining publishing strategy is brought forward and compared to readership building through innovation focused on usage.
URL : Innovation and Market Discipline in Scholarly Publishing
Alternative location : https://microblogging.infodocs.eu/wp-content/uploads/2016/11/246-2408-4-PB.pdf