The press release from the Company of Biologists cites what I and others call the PLoS One (PLoS1) effect:
By focusing on the timely publication of sound research rather than that with perceived impact or importance, BIOLOGY OPEN is designed to facilitate dialogue and build a valuable body of work supporting the efforts of the research community. The impact of each paper will be decided by the community through usage and discussion.
The Company of Biologists is intending to launch this new journal in the Fall of 2011 and also currently offers a launch summary in PDF format which states that the open access fee will be set at $1350. Probably no accident that this is the same fee that is required for PLoS1.
For its part PLoS1, has been notably successful with this kind of editorial oversight:
PLoS ONE will rigorously peer-review your submissions and publish all papers that are judged to be technically sound. Judgments about the importance of any particular paper are then made after publication by the readership (who are the most qualified to determine what is of interest to them).
PLoS1 has also used many avenues of social networking to build a brand loyalty:
Another inconspicuous benefit for Company of Biologists is that their launch of an open access title will also allow them to qualify for membership in the the Open Access Scholarly Publishers Association (OASPA). OASPA has announced the 3rd Conference on Open Access Scholarly Publishing (COASP 2011), which will be held in Tallinn, Estonia from September 21st to the 23rd. Now I might have been tempted to be a conspicuous blogger in Tallinn, but I will be attending the ETD 2011 conference in Cape Town, South Africa earlier in September and plan to see more of South Africa after the conference. Last year’s COASP conference was filmed and can be viewed.