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Peer Review:

Open Access for Monographs


The quest for a sustainable model
to save the endangered scholarly book

Janneke Adema
and Eelco Ferwerda

Janneke Adema holds an MA in History, an MA Acknowledgements


in Philosophy (both University of Groningen) and, This article is based on two papers, one given at the
an MA in Book and Digital Media Studies (Leiden APE (Academic Publishing in Europe) 2010 con-
University). She has been conducting research for ference, and one at the UKSG (UK Serials Group)
the OAPEN (www.oapen.org) project from 2008 to 2010 conference, and on the report Overview of
2010. Her research for the project focused on user Open Access Models for eBooks in the Humanities
needs and publishing models concerning Open Access and Social Sciences, published by OAPEN in 2010.
books in the Humanities and Social Sciences. At the The OAPEN project is co-funded by the European
moment she is doing a PhD in Media and Communi- Union in its eContentplus programme
cation at Coventry University. She maintains an aca-
demic weblog at www.openreflections.wordpress.com. Abstract
This article questions the sustainability of the cur-
E-mail: j.adema@aup.nl rent print-based subscription model for publishing
books in the Humanities and Social Sciences. The
Eelco Ferwerda has been involved in electronic publish- lack of availability and dissemination of the schol-
ing since 1995. He joined Amsterdam University Press arly monograph (in print and digital), has led to a
in 2002 as Publisher of Digital Products and is respon- quest for new business models based on the Open
sible for all digital publications. Before joining AUP, he Access publishing of books. The common charac-
worked in various new media subsidiaries at the former teristics of these new models are discussed and a
Dutch newspaper publisher PCM, lastly as Manager new model for the funding and publishing of Open
Business Development for PCM Interactive Media. Access books is introduced. This model, developed
He is the Project Manager of OAPEN and leads the within the OAPEN project, is based on an author-
Work package to establish its Open Access Publica- pays scheme and on the principle that research and
tion model. He received the Dutch SURFshare Open the dissemination of research results should not be
Access award in recognition of his work for OAPEN. separated, as they both are essential elements in
He also heads the committee to establish the Euro- the scholarly communication process.
pean University Presses Association.
In his seminal article, “The New Age of Books,”
E-mail: e.ferwerda@aup.nl from 1999, Robert Darnton prophesizes that “the
old-fashioned codex, printed on folded and gath-
DOI: 10.1163/095796509X12777334632708 ered sheets of paper, is not about to disappear

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Peer Review: Open Access for Monographs

into cyberspace.” Later on in his article, he claims In the digital age, this need for the printed
that “the best case to be made for e-books concerns monographic format has been translated into a
scholarly publishing, not in all fields, but in large complementary need for the digital variant of the
stretches of the humanities and social sciences book. But as research shows, the print and the on-
where conventional monographs – that is, learned line medium fulfill different functions for scholars.
treatises on particular subjects – have become pro- The printed book is mainly used for in-depth study,
hibitively expensive to produce.”1 while the electronic version is more often used for
More than ten years later this prophecy remains consultation and reference purposes. Scholars in-
fresh and insightful, and it is perhaps even clearer creasingly rely on electronic resources for their in-
now that the discrepancy it plays with, the contin- formation retrieval, including e-books, but they use
ued co-existence of the printed book alongside its these e-books to browse through large amounts of
electronic version, is not an incongruity at all. As content, and their reading takes on much more of
recent research amongst scholars in the Humani- a scanning nature.6 Many sources have stated that
ties and Social Sciences (HSS) confirms, there is researchers, regardless of their field, would love to
a need for both a printed and an online version of have more e-books, and they feel that the availabil-
the scholarly monograph.2 However, as we will ar- ity and accessibility of e-books in libraries are still
gue in this article, both are lacking in availability very limited.7 Libraries likewise state that they are
at the moment, mainly due to the adverse dynam- unable to keep up with the demand.8
ics within the current scholarly publishing system.
This lack of availability has led to an accelerated The crisis in scholarly communication
search for new models based on the principle of Although there is a clear feeling of a lack of avail-
Open Access, to improve the availability and re- ability of e-books in libraries, the availability of
duce costs. We will discuss the common character- printed monographs in libraries has also been
istics of these new models, zoom in on the issue of dwindling. Already extensively described by Darn-
sustainability and in conclusion propose an alter- ton in his 1999 article, the serials crisis and the
native Open Access model for books, based on an subsequent disastrous consequences it has had for
author-pays scheme. books persist in the first decade of the new cen-
tury.9 Libraries are buying fewer monographs main-
The prominence of the book in HSS ly because of the rising costs of journals. In their
The format of the scholarly book, as opposed to the acquisition decisions, libraries have to choose be-
journal article, remains important in many fields of tween continuing subscriptions and the big deals.
HSS. Although the article’s popularity continues Book publishers have been forced to lower their
to increase,3 the book’s reputation and perceived print runs. In the 1970s average print runs of 2000
value remain stable. The need for the book format books were quite common, whereas at the start of
in these fields is explained mainly by the possibility the new century, figures of around 400 copies have
it offers to develop a sustained argumentation or become more commonplace.10
train of thought. This makes the monograph well These figures make one wonder about the effec-
suited for the strongly analytical, complex and dis- tiveness of the print-based communication system
cursive material that underlies many fields in HSS. and whether we could still call this an adequate
One could also state that books and articles seem means of dissemination of scholarly research.
to fulfill different functions in HSS (analysis of pri- But for HSS scholars, it also means that their
mary texts or data versus critical dialogue).4 reputation and career are affected. As it becomes
Furthermore, the prestige associated with writ- harder to get material published, younger scholars
ing and publishing a (printed) book remains un- trying to get their thesis published, publications in
contested. For young scholars, it is seen as the real languages other than English and minority fields
threshold into academia and is often a requirement are hit the hardest.
for tenure and promotion.5

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The search for alternative models (such as Penn State Press and Purdue University
Darnton’s suggestion for a possible way out of this Press), as are initiatives from scholars themselves
crisis, by focusing on the development of electron- (such as Open Humanities Press and Open Book
ic publishing, does not seem sufficient.11 E-books Publishers). The collaboration between libraries
alone do not change the system: dissemination and university presses often involves a scholarly
is still restricted to the few libraries that actually communication or publishing office, such as the
buy them, and e-books aren’t much cheaper and Scholarly Publishing Office of the University of
are often still bought together with printed books. Michigan Library of the University of Michigan
A complementary strategy based on a restructur- Press, or the UCPubS of the University of Califor-
ing of the economic system behind academic book nia Press. More traditional university presses and
publishing is necessary. commercial publishers, such as Bloomsbury Aca-
The diminishing sustainability of the tradi- demic, are however also experimenting with Open
tional publishing model has prompted many ex- Access book publishing.
periments with the free distribution of e-books Most initiatives make use of innovative business
through the Internet. Recent research conducted and publishing models, profiting from scale and
for the OAPEN (Open Access Publishing in Eu- platform advantages and cost reductions through
ropean Networks) project, involving some 30 case digital techniques and sharing of resources and
studies, shows that many publishers, scholars, li- skills, and they often depend on a complex mix of
braries, academies, learned societies and other par- subsidies, additional funding and cross-subsidizing,
ties, in various combinations, are already involved to construct a hybrid model with additional paid-
in the Open Access publishing of books.12 Almost for services on top of the free content. The ques-
all of these experiments are based on the so-called tion remains whether these models will continue
hybrid model, where the Open Access edition is to function in the future.14
available for free online and a printed copy can be
bought. Furthermore, all experiments are depend- Sustainability
ent on some form of funding, be it institutional One of the main concerns amongst stakeholders
support, experimental grants or infrastructural within the current scholarly communication sys-
support. Finally, most models are also busy devel- tem is that Open Access business models for books
oping services on top of the free content, targeted in HSS will not prove sustainable. What is actually
at libraries, publishers, scholars or other parties, to meant by sustainability is often unclear, however.
provide some additional revenue.13 Sustainability very much depends on the spe-
Many of the publishing and business models cific context in which a model is considered viable.
within Open Access book publishing are based Is a model sustainable if it is profitable, or when it
on collaborations between stakeholders (libraries, breaks even?15 Or when its calculated losses are cov-
publishers, scholars, IT departments, etc.) and on ered? Does sustainability mean self-sustainability
the sharing of resources, infrastructures and skills. or can it also be sustainable if it relies on some form
This “sharing mentality” in a cross-institutional of additional funding or subsidy (external or inter-
setting creates cost-savings and greater efficiency nal)? Different models might thus be sustainable
in the production and curation process of both (or unsustainable) in different contexts, depending
printed and digital books, and often includes the on the goals (or the business plan) of a specific pub-
use of open source software (such as D-Space, lisher. But as the large variety of publishing models
DPubs, Connexions and Open Journals System/ in use already shows,16 Open Access book publish-
Open Monograph Press). ers operate in a variety of contexts. Each initiative
In contrast to more traditional publishing mod- pursues its own specific goals, which makes it dif-
els from university presses or commercial publish- ficult to determine whether their business models
ers, Open Access book publishing is characterized are “sustainable” in a more general sense for other
by new collaborations and “flexible” functions. publishers and in other situations as well.
Library-press combinations are quite common Carrying this argument of contextualization a

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bit further, do we look at the sustainability of a sin- publishing in the print, demand-side system, it will
gle model within the current publishing system, or probably remain a necessary part of Open Access
at the sustainability of the system as a whole? It can business models.
be very hard to establish what would be the pos- A different approach considers publishing to be
sible cost savings of specific business models versus an integral part of the research process itself, and
the perceived benefits of new models for society as argues that it should thus also be part of the fund-
a whole.17 However, both on the level of the dif- ing of research. In the current demand-side model,
ferent print models as well as on the level of the most of the publishing costs are already being paid
current system as a whole, one could argue that the indirectly via library budgets, which fall under the
model of publishing books in HSS is no longer sus- state/university institution budgets and are thus
tainable. Open Access could be a good alternative publicly funded. As Matthew Cockerill states, this
in this respect. As John Houghton’s recent reports is the choice currently being made by the commu-
on the current publishing situation in the UK, nity, where it may just as easily decide to use their
Denmark and the Netherlands show, when we look budgets to fund Open Access publishing in a direct
at the system as a whole, Open Access publishing way.21 The choice for the funding of Open Access
could be the cheaper and more efficient option. publications is a societal or political choice, and it
There is also the issue of time. Systems that are may be necessary to make Open Access book pub-
sustainable now might not be sustainable in the lishing in HSS sustainable.22
long run. Most of the Open Access book publish-
ing initiatives are still in an experimental phase.18 OAPEN model
Most are still dependent on funding and subsidy OAPEN (Open Access Publishing in European
structures and it is difficult to gauge which one(s) Networks) is a consortium and network of Euro-
will become viable. Their experiments with Open pean publishers, publishing initiatives and uni-
Access book publishing serve as methods to gath- versities. In a 30-month project co-funded by the
er data on e-book usage and revenue models and European Union, OAPEN wants to develop and
eventually to develop sustainable business models. implement an Open Access publication model for
At the moment almost all experiments are based peer-reviewed academic books in the Humanities
on a hybrid model, while in the future, with the and Social Sciences.23
advance of digital reading and digital reading de- The overall objective of OAPEN is to improve
vices, the need for (and thus the revenues from) the accessibility, usage and impact of European
the printed book might decline. There is much research in HSS, by promoting Open Access for
uncertainty about the development of the digital books and by developing a “golden road” to Open
book market. Access books in HSS,24 based on common fund-
Another problem concerning the sustainability ing models and standards. Publications will be ag-
of HSS publishing has to do with the audience for gregated within a freely accessible Online Library.
these kinds of works. In many cases, the audience This Open Access Library aims to increase the vis-
for HSS monographs is so small that this kind of ibility and usage of Open Access monographs and
publishing can never be profitable.19 One could promotes the use of common standards. Further-
also argue that HSS publishing has not been sus- more, a production centre or publishing platform
tainable for a long time and has always relied at will be developed, primarily dedicated to mono-
least on some form of subsidies and institutional graph content in HSS.
and governmental funding.20 The pluralistic strat- OAPEN’s model is based on a few straight-
egy that characterizes Open Access book pub- forward principles. First of all, research and the
lishing in HSS, which is based on subsidies and dissemination of research results should not be
institutional and public funding and revenues from separate, as they are both essential elements in the
print sales and additional services, is not that dif- scholarly communication process. OAPEN thus
ferent from the current printed book model. Since recommends that research funding should include
outside funding has always been part of HSS book the costs of dissemination. Secondly, both green

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and gold Open Access should be promoted.25 Aca- libraries or their consortia. By funding the Open
demic institutes that promote Open Access by, Access edition, research funders meet their objec-
for instance, mandating Open Access archiving tives by ensuring both the publication of and ac-
should extend their policies to include Open Ac- cess to peer-reviewed research results.
cess publishing. These funds for Open Access pub- In this proposed system, both publishers and
lications should then be available for both articles funders remain independent and free to choose
and books. Finally, OAPEN believes academic their preferred system. The model should also work
publishers should develop Open Access book pub- within the existing competitive market environ-
lishing as a service to the scholarly community. ment.
This can be compared to the way many journal
publishers provide authors with the option to pub- Conclusion: Transitional Period
lish their articles in Open Access within existing In general, although there are many experiments
subscription-based journals. going on, it is still too early to say which publish-
OAPEN’s publication model was developed ing and business models will emerge in the Open
to achieve a common approach to Open Access Access book publishing world as the most viable
books. The model aims to improve access to mon- options. However, as we have argued, in the tran-
ographs, but also to reduce the economic barriers sition to Open Access books, some form of fund-
facing traditional monograph publishing. OAPEN’s ing of Open Access editions will most likely be
basic approach is a combination of Open Access required. The need for a funding mechanism for
and traditional (or Print on Demand) publishing. Open Access articles is already increasingly being
Publishers produce the Open Access edition as a recognized, as exemplified for instance in a report
service for which they can charge a publication published last year, “Paying for Open Access Publi-
fee. To determine what a “fair” fee should be, based cation Charges,”26 and by the Sherpa/Juliet inven-
on the value added by the service(s) the publisher tory of research funders’ Open Access policies.27
provides, the model consists of an approach to cal- An important challenge in this transitional period
culate the costs of Open Access publications and is to ensure that books are not left behind. At the
proposes mechanisms to fund these publications. moment, only the Austrian Science Fund (FWF)
The model also incorporates a system for quality provides funds for Open Access books.28
assurance and a legal framework. The impact of OAPEN’s model for academic
To calculate the costs of Open Access books, all books will depend on its uptake among publish-
the costs directly related to the production of the ers and stakeholders. The acceptance of the model
electronic version (such as organizing peer review, among academic publishers and other publishing
editing, typesetting and some basic marketing) are initiatives will depend largely on the willingness
kept separate from the costs to produce, distribute of funders to pay for publication fees for Open Ac-
and sell other editions (such as cover design, print- cess books. OAPEN aims to introduce a pilot for
ing, distribution, marketing and sales). Overhead publishers and stakeholders, setting up publication
costs are then added as a fixed percentage of the funds in various European countries, as a first step
direct costs of each edition. in the transition to Open Access publishing.
Publication funds can then cover all or part OAPEN’s model will likely be only one of the
of the costs for Open Access editions. Multiple various possible models that can be used for Open
mechanisms may apply here, and fees can be based Access publishing, as many options are being ex-
on, for instance, a percentage of actual publication plored and experimented with in this transitional
costs or on full costs in combination with a system phase. Perhaps a combination of funding and sub-
for revenue sharing (as a percentage of net profits sidies, resource sharing, efficiencies through econ-
from sold copies). The publication fee can be pro- omies of scale and collaboration, print sales and
vided by publication funds, which can originate services along with free content will prove to be
from a variety of sources, such as research funders, the most successful strategy. In this respect, pub-
universities and research institutes, and research lishers may eventually become “producers,” com-

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bining different sources of revenue and funding in the humanities, involving small grants, the co-
into a break-even model. But, just as monograph operation of libraries and archives, and the active
publishing has generally become unsustainable in a collaboration of scholars and graduate students.
print world without some form of subsidies, it seems The key to this approach is to be able to offer schol-
likely that Open Access monographs will also re- ars and authors a series of economic-model options
quire additional funding. As John Willinsky has which they can pursue from the outset (based on
pointed out: relatively accurate projected costs).29
The development of something approaching an What is clear, is that the different options and
“economic model” for open monograph publishing possibilities of Open Access book publishing need
will inevitably entail a combination of approaches to be experimented with, and procedures and costs
that build on how work has always been supported need to be made more transparent. 

Bibliography

Adema, Janneke. Overview of Open Access models for e-books Jensen, Michael. “Scholarly Publishing in the New Era of
in the Humanities and Social Sciences (OAPEN 2010). Scarcity.” Plenary presentation presented at the The As-
OAPEN, 2010. sociation of American University Presses Annual Meet-
Adema, Janneke, and Paul Rutten. Digital Monographs in ing, Philadelphia, 2009.
the Humanities and Social Sciences: Report on User Needs. King, C Judson. Scholarly Communication: Academic Values
OAPEN, 2010. and Sustainable Models. Center for Studies in Higher Edu-
Cockerill, Matthew. “Business models in open access publish- cation. University of California Berkeley, July 27, 2006.
ing.” In Open Access: key strategic, technical and economic Milloy, Caren. JISC national e-books observatory project
aspects. Oxford, 2006. e-books project first user survey a4 final version. JISC, n.d.
Cronin, Blaise, and Kathryn La Barre. “Mickey Mouse and Paying for open access publication charges. Guidance for higher
Milton: book publishing in the humanities.” Learned Pub- education and research institutions, publishers and authors.
lishing 17 (April 1, 2004): 85-98. A report by Universities UK and the Research Informa-
Darnton, Robert. “The New Age of the Book.” The New York tion Network, March 2009.
Review of Books, March 18, 1999. Rowlands, Ian, and Maggie Fieldhouse. Information behavior
Greco, Albert N, and Robert Michael Wharton, “Should of the researcher of the future. Trends in scholarly informa-
university presses adopt an open access [electronic pub- tion behavior. A British Library / JISC Study, September
lishing] business model for all of their scholarly books?” 7, 2007.
In ELPUB. Open Scholarship: Authority, Community, and Steele, Colin. “Phoenix rising: new models for the research
Sustainability in the Age of Web 2.0 – Proceedings of the monograph?.” Learned Publishing 16 (April 1, 2003):
12th International Conference on Electronic Publishing 111-122.
held in Toronto, Canada 25-27 June 2008 / Edited by: Swan, Alma. Key concerns within the scholarly communica-
Leslie Chan and Susanna Mornati, 2008. tions process. Report to the JISC Scholarly Communications
Guédon, Jean-Claude. “The “Green” and “Gold” Roads to Group. Key Perspectives, March 2008. http://www.jisc.
Open Access: The Case for Mixing and Matching.” Serials ac.uk/whatwedo/topics/opentechnologies/openaccess/re-
Review 30, no. 4 (2004): 315-328. ports/keyconcerns.aspx.
Houghton, John, Bruce Rasmussen, Peter Sheehan, Charles Textual analysis of open-ended questions in e-book national
Oppenheim, Anne Morris, Claire Creaser, Helen Green- observatory survey. UCL: CIBER, May 20, 2008.
wood, Mark Summers, and Adrian Gourlay. Economic Thompson, Jennifer Wolfe. “The Death of the Scholarly
Implications of Alternative Scholarly Publishing Models: Ex- Monograph in the Humanities?.” Libri 52 (2002).
ploring the costs and benefits. A report to the Joint Informa-
tion Systems Committee (JISC), January 2009.

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Janneke Adema and Eelco Ferwerda

Thompson, John B. Books in the Digital Age: The Transforma- Woodward, Hazel, Lorraine Estelle, Caren Milloy, and Ian
tion of Academic and Higher Education Publishing in Britain Rowlands. “Understanding how Students and Faculty RE-
and the United States. Cambridge: Polity Press, 2005. ALLY use E-Books: The UK National E-Books Observa-
Unsworth, John M. “The Crisis in Scholarly Publishing in tory,” 2009.
the Humanities.” ARL Bimonthly report 228 (June 2003).
Willinsky, John. “Monograph Funding.” n.p.: 2008.

Notes

1 Robert Darnton, “The New Age of the Book,” The New 9 See for instance the figures concerning Monograph and
York Review of Books, March 18, 1999. Serial Expenditures in ARL Libraries, 1986-2006: http://
2 Janneke Adema and Paul Rutten, Digital Monographs in www.arl.org/bm~doc/monser06.pdf.
the Humanities and Social Sciences: Report on User Needs 10 Robert Darnton talks about print runs of 800 in the 1970s
(OAPEN, 2010), 50-55. A UCL/CIBER study for JISC also and around 400 now. Greco and Wharton state that aver-
showed that users found different and supplementary ap- age library monograph purchases have dropped from 1500
plications for e-books and hard copy and wanted to ben- in the 1970s to 200-300 currently. Thompson estimates
efit from both; Textual analysis of open-ended questions in that print runs and sales have declined from 2000-3000
e-book national observatory survey (UCL: CIBER, May 20, (print runs and sales) in the 1970s to print runs of between
2008), 17. 600-1000 and sales of in between 400-500 nowadays. Al-
3 Adema and Rutten, Digital Monographs in the Humanities bert N. Greco and Robert Michael Wharton, “Should
and Social Sciences: Report on User Needs, 52-53. university presses adopt an open access [electronic pub-
4 Jennifer Wolfe Thompson, “The Death of the Scholarly lishing] business model for all of their scholarly books?,”
Monograph in the Humanities?,” Libri 52 (2002), 121-136. in ELPUB. Open Scholarship: Authority, Community, and
5 C Judson King, Scholarly Communication: Academic Values Sustainability in the Age of Web 2.0 – Proceedings of
and Sustainable Models (Center for Studies in Higher Edu- the 12th International Conference on Electronic Publish-
cation. University of California Berkeley, July 27, 2006), ing held in Toronto, Canada 25-27 June 2008 / Edited
6; Blaise Cronin and Kathryn La Barre, “Mickey Mouse by: Leslie Chan and Susanna Mornati, 2008, 154; John B
and Milton: book publishing in the humanities,” Learned Thompson, Books in the Digital Age: The Transformation
Publishing 17 (April 1, 2004): 85. of Academic and Higher Education Publishing in Britain and
6 See for instance research done by Ian Rowlands and Mag- the United States (Cambridge: Polity Press, 2005), 93-94;
gie Fieldhouse, Information behavior of the researcher of the For other figures of declining monograph sales, see Co-
future. Trends in scholarly information behavior (A British lin Steele, “Phoenix rising: new models for the research
Library / JISC Study, September 7, 2007), 15; Textual anal- monograph?,” Learned Publishing 16 (April 1, 2003): 111-
ysis of open-ended questions in e-book national observatory 112.
survey, 19-20; Hazel Woodward et al., “Understanding how 11 Darnton, “The New Age of the Book.”
Students and Faculty REALLY use E-Books: The UK Na- 12 Janneke Adema, Overview of Open Access models for e-
tional E-Books Observatory,” ELPUB Conference 2009, books in the Humanities and Social Sciences (OAPEN, 2010).
2009, 5. 13 For an overview of services in use, see Adema, Overview of
7 Textual analysis of open-ended questions in e-book national Open Access models for e-books in the Humanities and Social
observatory survey, 7-11. Sciences (OAPEN 2010), 57-58.
8 Caren Milloy, JISC national e-books observatory project e- 14 With the advance of digital readers and the rise of online
books project first user survey a4 final version (JISC, n.d.), reading, sales from printed copies within the hybrid model
3; See also: Alma Swan, Key concerns within the scholarly might for instance diminish in the future.
communications process. Report to the JISC Scholarly Com- 15 This is also an ethical question we need to ask our selves
munications Group (Key Perspectives, March 2008), 41, when it comes to publishing in the humanities: what is
http://www.jisc.ac.uk/whatwedo/topics/opentechnologies/ the added value of publishing activities in this respect and
openaccess/reports/keyconcerns.aspx. what is a fair price for these services?

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16 See Adema, Overview of Open Access models for e-books in 23 Note that the emphasis here is on peer-reviewed. Open Ac-
the Humanities and Social Sciences (OAPEN 2010). cess publications within the OAPEN model will adhere to
17 As John Houghton et. al. explain: “The literature relating the same quality standards as subscription based publica-
to the costs of scholarly publishing reveals two distinct ap- tions.
proaches. The majority of writers focus narrowly on the 24 Based on Open Access publishing (Gold Open Access) in-
publishing process and discuss the functions and costs stead of on Open Access archiving (Green Open Access).
involved. Others explore a broader context, seeing pub- 25 Based on the idea set out for journal articles by amongst
lishing as a part of a wider system of knowledge creation others Jean-Claude Guédon where the green and gold
and dissemination. However detailed, analyses that focus road are not seen as being in competition with each other,
on publishing activities alone are unlikely to reflect the but are seen as complementary strategies. Jean-Claude
system-wide costs or benefits involved, and risk mistaking Guédon, “The ‘Green’ and ‘Gold’ Roads to Open Access:
cost shifting for cost saving.” John Houghton et al., Eco- The Case for Mixing and Matching,” Serials Review 30, no.
nomic Implications of Alternative Scholarly Publishing Mod- 4 (2004): 315-328.
els: Exploring the costs and benefits (A report to the Joint 26 Paying for open access publication charges. Guidance for
Information Systems Committee (JISC), January 2009, 2). higher education and research institutions, publishers and
18 Exceptions being for instance National Academies Press. authors (A report by Universities UK and the Research
19 John M. Unsworth, “The Crisis in Scholarly Publishing in Information Network, March 2009).
the Humanities,” ARL Bimonthly report 228 (June 2003). 27 About half of all the funders promoting Open Access also
20 Greco and Wharton give figures that show substantial have policies for Open Access publications: see http://
subsidies to American university presses in the period www.sherpa.ac.uk/juliet/
2001-2006: Greco and Wharton, “Should university press- 28 http://www.fwf.ac.at/en/projects/peer-reviewed_publica-
es adopt an open access [electronic publishing] business tions.html
model for all of their scholarly books?,” 150. 29 John Willinsky, “Monograph Funding.” n.p.: 2008.
21 Matthew Cockerill, “Business models in open access pub-
lishing,” in Open Access: key strategic, technical and eco-
nomic aspects, Jacobs, N., (ed.) (Oxford, 2006), 91.
22 Michael Jensen, “Scholarly Publishing in the New Era of
Scarcity” (Plenary presentation presented at the The As-
sociation of American University Presses Annual Meet-
ing, Philadelphia, 2009).

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