As ever though, content is king, as hackneyed a cliche as location, location, location but used so often only because it is so true. Eventually, in order to produce the very best research/analysis/journalism, money has to flow to the producer of the content from somewhere along the value chain. My belief is that publishing models which give content to readers free at the point of receipt will be the most attractive to readers of content in digital media. We are all getting used to the fact we can read the paper online for free, or we can download white papers. As students we were all able to just download and print scholarly articles freely (because our departments were paying the subscriptions) and to ensure a ready flow of good quality information. That, I think, has to be the mode of delivery to ensure the best uptake of published matter. We are all used to getting something for nothing, and whilst paid for pieces will always have a place, broader acceptance and uptake of research will only be possible by generating content in a business model which is capable of sustaining itself as a free to air publication.