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Editor's note: The following is an excerpt adapted from the book, People Will Talk: The Surprising Science of Reputation , by John Whitfield (Wiley, 2011). Copyright

By John Whitfield of Nature magazine A study of open-access publishing--published last week in the open-access journal PLoS ONE --has found that the number of papers in freely accessible journals is growing at a steady 20% per year ( M. [More]