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With a new president in the USA it seems now more than the ever is the importance, in a gathering recession, to build optimism but also to do this with some pragmatism and realism. The expression, Yes we can, applies to the academic publishing world and we must all learn better how to “accentuate the positive”, as the famous song describes it. Innovation is the positive that needs to be accentuated by publishers. Publishers have always innovated but especially in the digital era. In recent years in academia new dissemination models have arisen from a variety of players but this is not the only area of innovation and attention should be placed across different areas of customer concerns and ways of meeting their needs. Explicit reactions to the new models mentioned have stressed some of the scepticism over financial viability of certain models. Also publishers have stressed risks to quality in the adoption of new models. However, some of the anxiety expressed by publishers may be misplaced as if the mainly successful system of subscriptions could be under threat of collapse from those who have voiced opposition or posited alternatives. This seems unlikely unless alternatives are pragmatic and really work in practice; with many new innovations taking place across our industry it seems a healthy environment for experimentation while not risking the whole system on a single way forward. There have also been some tacit concerns in the recent era where it has to be said that some of the alternatives had been driven less by an awareness of a technological opportunity and more by a mistrust of publishers due to the discomfort experienced by customers with the history of price rises particularly in the predigital era. In conclusion there is a risk for publishers of being too defensive in approach as of seeming to slow down the pace of innovation which is of course not the case. Publishers do need to coordinate better across the research world and to demonstrate value together as a community especially in the wake of the current financial crisis where all areas of the economy come under scrutiny but few are so essential for the future as the outputs of research. The record of innovation at Elsevier as one example from the industry is very strong. In the 1990s there was a high level of digital transformation with the emergence of technology platforms for delivering text. This era brought new technology, new strategies and new people in the post dotcom bubble where many pioneers moved to more reliable business models and businesses for investment of their talent and efforts.

The New Deal – freedoms, experiments, sustainability. The road ahead