The market of all published materials in the broadest sense, including books, magazines, movies, is very unsatisfactory. The market of scientific publications fares particularly badly, and this despite heavy subsidies. The fact that scientific publications serve the market so poorly just at the time when reproduction on a small scale is available to all scholars at small expense and when the system of subsidizing publication is largely diminished and partly collapsing — these suggest that now is the time for a decisive move for a reformer who wishes to see a radical change and for the entrepreneur who wants to make a kill. What is wanted, I shall argue, is a simple plan that I shall briefly outline, and the blessing of a reputable learned body, which I think is also coming, and even in a big way.