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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.

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