We propose an Internet based standard based on primary chemical MIME t
ypes to be used in conjuction with the World-Wide-Web information deli
very system. We show how this allows the user to have access to and co
ntrol of molecular structural and spectroscopic information transparen
tly integrated into scientific publications. We illustrate this with e
xamples of what we have termed 'hyperactive molecules' from the areas
of quantitative structural modelling, organic synthesis, crystallograp
hy, molecular dynamics, NMR, mass and-laser emission spectroscopy. The
on-screen annotation of 3D molecular diagrams is achieved using a Che
mical Structure Markup Language (CSML) and is illustrated with hyperli
nks embedded in. e.g. two dimensional diagrams in NMR spectra. The imp
lications of these mechanisms for scientific publication in general, t
he impact on the quality and reproducibility of published experimental
data and the enhancement of serendipitous discoveries are discussed.