Elsevier's "Article of the Future" is now Available for all Cell Press Journals

Cell Readers can Experience the First Four Issues of 2010 for Free

AMSTERDAM, January 7 - Elsevier, the leading publisher of scientific, technical and
medical information products and services, today announced that all research
articles in its flagship collection of Cell Press journals will be published
online in the new 'Article of the Future' format on www.cell.com.
Previously released as a demonstration prototype for two sample articles, the
"Article of the Future" is an ongoing collaboration with the scientific
community to redefine how scientific articles are presented online.
Successful ideas from this project are planned to be rolled-out across
Elsevier's portfolio of 2,000 journals available on ScienceDirect, the
world's largest scientific, technical and medical database.

"By taking advantage of the functionalities afforded by online
publishing, our new article format provides authors and readers with more
effective and efficient ways to present and access scientific information"
said Emilie Marcus, Editor in Chief, Cell Press. "We'll continue to solicit
and incorporate user feedback in developing improvements to the format with
the continuing goal of helping to advance scientific research.

In celebration of the launch and to encourage user feedback,
Article of the Future articles are accessible for free for Cell Press'
flagship title, Cell, on www.cell.com, for the first four issues of
2010.

The 'Article of the Future' reflects a new approach to
structuring the traditional sections of a research article, moving away from
the linear format required by print presentation to an integrated, linked
navigation scheme that allows each reader to create a personalized path
through the article's content. For example, one of the key features of
'Article of the Future' functionality is a tabbed navigation structure
through the Introduction, Results, Figures and Discussion sections, providing
experts with in-depth coverage of a particular experiment, while allowing
more general readers to absorb the main message without being overwhelmed by
additional details.

Readers will also experience a graphical abstract and a
highlights section on the landing page of each article, complimenting the
abstract text by creating a quickly reviewable visual summary and bullet
points. In addition, articles will offer the article's text, a figure and a
figure caption at the same time on one screen, with a zooming capability to
discover the finer details of a figure. Selected articles take advantage of
integrated multimedia by featuring PaperFlicks, a video tour of an article's
content.

Elsevier's Content Innovation Initiative

The functional roll-out of these Article-of-the-Future
features at Cell Press is part of Elsevier's larger Content Innovation
initiative. This initiative aims at improving the formal scientific
communication in a scalable way, and includes efforts to enhance the
presentation of the current scientific article (like the Article of the
Future), but also projects to better connect this article with the larger
body of scientific knowledge on the web (like the Reflect annotation tool
(www.elsevier.com/wps/find/authored_newsitem.cws_home/companynews05_01
358), which was recently piloted on Cell articles).

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this hyperlink into your Internet browser's URL address field. Remove the
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"The new capabilities in online publishing allow us to move
forward from a one-size-fits-all approach to online formats tailored to
specific subject domains." remarked IJsbrand Jan Aalbersberg, Vice President
of Content Innovation for Elsevier Science & Technology Journal Publishing.
"Content Innovation is thus also about observing the life-scientist, the
mathematician, and the chemist and adding relevant domain-specific value to
their workflows. And the reactions on our Article-of-the-Future features and
on the Reflect pilot demonstrate that we are on the right track here."

About Cell Press

Cell Press (www.cell.com/cellpress), an Elsevier company, is
committed to improving scientific communication through the publication of
exciting research and reviews. Each of our titles is viewed as a must-read by
the scientific community it serves. Cell Press primary research journals
include the flagship journal Cell, as well as Neuron, Immunity, Molecular
Cell, Developmental Cell, Cancer Cell, Current Biology, Structure, Chemistry
& Biology, Cell Metabolism, Cell Host & Microbe, Cell Stem Cell, and, new to
Cell Press, Biophysical Journal, and The American Journal of Human Genetics.
Cell Press also publishes the Trends family of reviews journals, including
Trends in Cell Biology, Trends in Neurosciences, and Trends in Cognitive
Sciences.

About Elsevier

Elsevier is a world-leading publisher of scientific, technical
and medical information products and services. The company works in
partnership with the global science and health communities to publish more
than 2,000 journals, including The Lancet (www.thelancet.com) and Cell
(www.cell.com), and close to 20,000 book titles, including major
reference works from Mosby and Saunders. Elsevier's online solutions include
ScienceDirect (www.sciencedirect.com), Scopus (www.scopus.com),
Reaxys (www.reaxys.com), MD Consult (www.mdconsult.com) and
Nursing Consult (www.nursingconsult.com), which enhance the
productivity of science and health professionals, and the SciVal suite
(www.scival.com) and MEDai's Pinpoint Review (www.medai.com),
which help research and health care institutions deliver better outcomes more
cost-effectively.

A global business headquartered in Amsterdam, Elsevier
(www.elsevier.com) employs 7,000 people worldwide. The company is part
of Reed Elsevier Group PLC (www.reedelsevier.com), a world-leading publisher
and information provider, which is jointly owned by Reed Elsevier PLC and
Reed Elsevier NV. The ticker symbols are REN (Euronext Amsterdam), REL
(London Stock Exchange), RUK and ENL (New York Stock Exchange).

    Anna Hogrebe
    Elsevier
    +31-20-485-3269
    newsroom@elsevier.com

Anna Hogrebe, Elsevier, +31-20-485-3269, newsroom at elsevier.com