Scientific article of the future?

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http://beta.cell.com/

"Article of the Future...is an ongoing collaboration with the scientific community to redefine how the scientific article is presented online. The project's goal is to take full advantage of online capabilities, allowing readers individualized entry points and routes through the content, while using the latest advances in visualization techniques. We have developed prototypes for two articles from Cell to demonstrate initial concepts and get feedback from the scientific community."

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