Friends: Please see the Economist debate on academic journals [http://www.economist.com/economist-asks/do-fee-charging-academic-journals-of.... It has not attracted many comments from readers - a clear indication that the general public (at least the segment that reads high quality news channels like The Economist) is least interested in, if not indifferent to, what we consider is of paramount importance. All our advocacy has not reached them. I think, instead of spending our time talking about refining and redefining the most appropriate way to bring about universal open access amongst ourselves (and that too with some amount of rancour) we should devote our attention now to take the message to the citizenry at large. We should promote Students for OA, Alliance of Taxpayers for OA and similar initiatives in a large scale. In the end, public awareness and taxpayer acceptance are the keys to the success of the OA movement. Regards. Arun -- This message has been scanned for viruses and dangerous content by MailScanner, and is believed to be clean.