Addicted to the brand: the hypocrisy of a publishing academic

Academics generally recognise that the scholarly publishing business model is flawed, the impact factor does not point to quality, and open access is a good idea. And yet, academics continue to submit their work to the same for-profit journals. Philip Moriarty looks at what is keeping academics from practicing what they preach. Despite many efforts to counter the perception, journal ‘branding’ remains exceptionally important.