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Purpose
This paper aims to explore the evolution of academic publishing from the traditional roots to today’s online publishing cycle which embraces many of the elements of virtual space.
Design/methodology/approach
A case study approach is adopted using the Journal of Information, Communication and Ethics in Society to explore the revolutionary journey.
Findings
The value of using a range of virtual space facilities in tandem is assessed.
Originality/value
The paper can be used as a guide for academic editors and publishers in reaching out to the next generations of the academic population.
© Emerald Publishing Limited
2017
Emerald Publishing Limited
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