AUTHORS AND READERS - THE KEYS TO SUCCESS OR FAILURE FOR ELECTRONIC PUBLISHING

ALTHOUGH THERE ARE MANY POSSIBLE links and ways to join them in the pu blishing chain for scholarly journal articles, the first and last link s are always authors and readers. Unless it satisfies the motivations and goals of both authors and readers, electronic publishing cannot co mpletely succeed. One of the most frequently cited advantages of elect ronic publishing is the loss of distinction between readers and author s and the shared motivation of both to have more opportunities for col laboration. Unfortunately, many goals of authors and readers are not s hared, Authors are primarily motivated by career advancement and long- term contributions to their discipline, readers by keeping up in their field and work-related tasks. Many other factors enter into the proce ss as well-some of which coincide while others conflict.