In essence, the publication process seeks to add value to authored content in the ways which most suit the readers and users of information, and the electronic environment provides publishers for the first time a myriad of tools to enhance the scholar’s experience. It is published information which is of value – not its packaging, whether in print, microfiche or specific electronic form – and publishers are responding to these new opportunities with enthusiasm. If you are not already a regular user, just visit the Geological Society’s Lyell Collection (
www.lyellcollection.org) and compare the tools available to you with the print volumes you receive by mail.
So the migration to online provision is part of an evolutionary process in scholarly communication – one where those best adapted to the consumer environments of libraries and laboratories will stand the best chances of survival in the long term. Astute authors, in particular, will choose to submit to those journals which are at the forefront of communications technologies, especially where speed-to-reader is paramount (the biosciences), where author peers show particular technological aptitude or enthusiasm (the high energy physics community) or where historical material may still retain significant value (the geosciences). And in the competitive library environment where journal titles are submitted annually to scrutiny and the possibility of subscription non-renewal, the reduced cost of usage arising from the ability of students and researchers to search for and access relevant online content without librarian assistance, and the space saving nature of online journal collections, conspire to favour electronically accessible resources.
What other incidental effects might there be from such changes? Certainly, there may eventually be some real cost savings as users opt to drop print and there will be environmental benefits of reduced physical circulation. But there may also be some unexpected downsides. We know, for example, that VAT regulations discriminate against predominantly electronic journals; a decline in print circulation may give the Society less physical presence than it had before; and electronic versions of journals may impact our ability to advertise new publications or insert promotional material. Indeed, the Society subsidises some of its publication costs by selling print advertising space to commercial organisations, and these revenue streams could eventually be threatened.
It is important, however, that the print tail is not allowed to wag the scholarly dog, and any secondary activities such as promotion of the Society and advertising activities will have to evolve in parallel to our published offering. Indeed, plans are already in development to spread the benefits of digital technologies to other aspects of the Society’s communication with the Earth science community. The key will be to tailor our message so that recipients receive only information well-matched to their interests and activities. It will be the end of the one-size-fits-all advertisement, promotion or message, and the start of more truly bespoke services for those who want them.
Fellows will have noticed that their most recent Fellowship renewal included the option to decline the print copy of their journal of choice. Forward plans anticipate that within a small number of years the majority of Fellows will be accessing Society publications electronically, though also recognise that while demand for print continues the presses will keep on rolling.
Only one thing is for certain – that the changes and opportunities afforded by the options to publish online and only just getting into their stride.