The information industry landscape is changing at a rate that would have been unimaginable just a few years ago.As the digital revolution continues to unfold,many existing publishing enterprises will either cease to exist or be transformed into a form that is virtually unrecognizable from their current one. Three factors will shape the future of scholarly journal publishing: the success of open access versus toll access business models, the survival of the journal brand on the author side, and the survival of the journal brand on the reader/librarian side.Whether you find some of these possible futures desirable or catastrophic depends on who you are.