Open Access: let's just flip!

The October SPARC Open Access Newsletter features an interview of Mark Rowse, former CEO of Ingenta by Peter Suber on a very interesting topic: a simple, wholesale flip from subscriptions to open access by journals or publishers - or the entire publishing community - involving exactly the same payers, i.e. let's just change the invoice from where it says "subscription renewal" to "open access publication fees". This article contains some very interesting analysis and observations; highly recommended reading!