Frantsvag JE. The role of advertising in financing open access journals. First Monday 15(3) - 1 March 2010
A survey was carried out to know how advertising actually works as a source of financing for OA journals, exploring both why journals do not employ it, and how it is employed. The results show that advertising is used to generate income only for some OA journals, and that there is a lack of knowledge about its possibilities. The use of advertising increases with the increased size of a publishers (in terms of the number of published journals) and with the increased size of a journals (in terms of published articles).