Two societies show how to profit by providing free access

Authors and their sponsors are beginning to realize that immediate free Web access (IFWA) provides the most convenient access to journal articles, thereby maximizing their impact. Furthermore, IFWA is the most economical mode of access, and, no matter what the mode, authors and their sponsors pay nearly all the costs of access. Because those who pay for access to journal articles consider IFWA both best and cheapest, IFWA will soon replace other modes of access. Journal publishers who wish to stay in business should start offering their authors IFWA at a fair price. Two entomological societies have done so and profited.