Open access combined with Web 2.0 networking tools is fast changing the traditional journal's functions and framework and the publisher's role. As content is more and more available online in digital repositories and on the web, an integrated, interconnected, multidisciplinary information environment is evolving and Oldenburg's model disintegrates: the journal is no longer the main referring unit for scholarly output, as it used to be, for Scientific, Technical, and Medical disciplines, but scholars' attention is now more focused on the article level. New journals models are thus evolving. The first part of this paper discusses these new experimental journal models, i.e. overlay journals, interjournals and different levels journals. The second part directs readers' attention to the role commercial publishers could play in this digital seamless writing arena. The authors consider that publishers should concentrate much more on value-added services for authors, readers and libraries, such as navigational services, discovery services, archiving and evaluation services.