The limitations of existing proposed and operational publishing models inte
nded to replace the academic journal are briefly reviewed. Three 'insights'
are described, the first is into the 'means/end' confusion of muck current
net-based Publishing activity, the second is that it is the purpose, not t
he form, that is the important aspect of the traditional academic journal m
odel, and the third is that satisfactory net-based Publishing models need n
ot contain a central publisher. From this new viewpoint is developed the De
constructed Journal (DJ) model which it is suggested is a better model for
network based academic publishing It also solves some of the problems of th
e current model. Although the main focus of the DJ model is the replacement
of the STM journal it has implications for all areas of academic journal p
ublishing.