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 '''9. Implementation'''

9.1. Implementing our recommendations will require changes in policy by all the stakeholders in the research communications eco-system. More broadly, what we propose implies cultural change: a fundamental shift in how research is published and disseminated. That in turn implies a need to provide incentives but also to explain why change is necessary. The open access movement has had some success in raising awareness; but most members of the research community pay relatively little attention to the issues we highlight in this report, or the possible impacts on them and their work. Greater efforts are needed to increase awareness and understanding of these issues among researchers, and the reasons for the changes we propose.

9.2. But it is not just researchers—both as producers and consumers of research publications—who will face challenges. Policy-makers, funders, university managers, librarians, publishers and other intermediaries—indeed, all those who have a stake in the effective publishing and dissemination of research—need to develop a closer and shared understanding of their interlocking and interdependent roles; and to work together to find ways to make current arrangements work better. Shared dialogue about how best to promote innovation and cultural change is essential in the interests of all. Furthermore, since our recommendations are presented as a balanced package, it is critical that they are implemented in a balanced and sustainable way. That will imply continuing close contact and dialogue among representatives of each of the key groups: Government and funders; universities, research institutions and their expert librarians; publishers; and learned societies.

Government and research funders

9.3. A shift in policy towards the support of publication in open access or hybrid journals is at the heart of our recommendations. Nevertheless, for the reasons we have set out in this report, we believe that at least for the short to medium term, the Government, the Research Councils and the Higher Education Funding Councils should seek increases in access through all three mechanisms—open access journals, extensions to licensing, and repositories. They will need to consider how best to fund increases through the mixed model we recommend. As we noted above, funds could be released in a number of ways: through the provision of additional money from the public purse; by diversion of funds from the direct support of research towards the costs of publication and dissemination; or by bearing down on the costs of publishers and other intermediaries. We believe that it should be a mix of all three. But a clear commitment to meet the costs of an innovative and sustainable research communications system is essential.

9.4. In order to provide effective support for publication in open access and hybrid journals, funders should work together to ensure that transparent and flexible arrangements are put in place to meet the costs of APCs, and they should not