Economics of scientific and biomedical journals: Where do scholars stand in the debate of online journal pricing and site license ownership between libraries and publishers?

The emergence of e-journals brought a great change in scholarly communication and in the behavior of scholars. However, the importance of scholars' behavior in the pricing of scientific journal has been largely ignored in the recent debate between libraries and publishers over site license practices and pricing schemes. Stanford's survey results indicate that sharply increasing costs are the main reason for individual subscription cancellation, driving users to rely on library or other institutional subscriptions. Libraries continue to be a vital information provider in the electronic era and their bargaining power in the market and the importance of roles in scholarly communication will be increased by branding and a strong relationship with users. Publishers' strategy for thriving in the electronic era is not to lose personal subscribers. Cooperation among the three sectors - scholars, libraries, and publishers - promises optimal results for each sector more than ever.