The document outlines 10 rules that open access publishers can follow to help realize the full potential of open access publishing and move the field forward. The rules include continuing to provide fully open content; fostering automatic knowledge discovery; recognizing data and rich media as scholarship; playing upon scientists' guilt around metrics and reproducibility; promoting social media and citizen science; thinking beyond individual articles to entire research cycles; developing killer apps; and better advocacy. The overall goal is to capitalize on opportunities enabled by digital technologies and open access models.
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