From: Joseph Esposito <[log in to unmask]> Date: Sun, 23 Jul 2017 23:24:33 -0400 In media industries in general, including publishing and including scholarly publishing as well, marketing is typically half of all expenditures in one form or another. Putting metadata into a discovery service is a good thing, but it is not a very big thing. More people would know about the Oxfam publications (which, BTW, I had never heard of until I saw this post, and I read about scholarly communications all day long) if they had a price on them and were actively marketed. Open access is not an innovation; it is a capitulation. If the products were worthy of grasping even a small amount of the attention of the potential readership, a paywall is no barrier at all. Many things become open access (this is particularly true of monographs) because there is no end-user demand for them. And so I ask the obvious question: If these publications are so good, why won't anyone pay for them? I would love to put together a marketing plan for the Oxfam publications. They would not be open, but more people would know about them and read them. Marketing is everything in media. Joe Esposito