Alma Swan has a PhD in cell biology from Southampton University and an MBA from Warwick Business School. After a lecturership at Leicester University, and senior managing editor position at Pergamon Press (later Elsevier Science), in 1996 she jointly founded the consultancy Key Perspectives Ltd, which undertakes business development and market research work in scholarly information, with a particular emphasis on Open Access and new forms of web-based communication. Clients include academic organisations, governmental organisations, NGOs and commercial publishers. Alma is business strategy tutor on Warwick Business School’s MBA programme, Visiting Researcher in the School of Electronics & Computer Science at Southampton University and Associate Fellow in the Marketing & Strategic Management Group at Warwick Business School. She is an elected member of the Governing Board of Euroscience (the European Association for the Promotion of Science and Technology) and editor of its magazine, The Euroscientist.