Content marketing boosts open access adoption | Research Information

"But the lack of widespread adoption of OA is often blamed for slowing down research progress. The truth is, accessing the literature is only half of the story. The other half is the obstacle created by the use of specialised language in the literature. That is, the inability to understand the meaning of the research represents an even greater hindrance than access to multidisciplinary collaboration and open science. It is, therefore, important to carefully consider developing value-added content that is designed to make the original OA research accessible to a wider audience....

This approach requires OA publishers to include the option of adding a marketing fee to the APC...."