In recent years academic journal publishers have explored a variety of new business models. The Berkeley Electronic Press (bepress), founded by professors in 1999, now publishes 39 electronic-only journals. bepress’s own model rests on three principles: improve, but do not break, the traditional journal; allow non-subscribers to read articles as guests; and offer reasonable and sustainable prices to libraries. This model has resulted in steady growth. Even in the shifting landscape of open access, there remains a place for professional journal publishers who offer innovative improvements, traditionally qualified content, and reasonable prices.