This Journal and the Public Library of Science (PLoS) at large are standard bearers of the full potential offered through open access publication, but what of you, the reader? For most of you, open access may imply free access to read the journals, but nothing more. There is a far greater potential, but, up to now, little to point to that highlights its tangible benefits. We would argue that, as yet, the full promise of open access has not been realized. There are few persistent applications that collectively use the full on-line corpus, which for the biosciences at least is maintained in PubMed Central (http://www.pubmedcentral.nih.gov/). In short, there are no “killer apps.” Since this readership, beyond any other, would seem to have the ability to change this situation at least in the biosciences, we are issuing a call to action.
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