Most of the studies conducted on future business models for electronic scholarly publishing have concentrated on the major publishing areas of North America and Western Europe, and on large publishers (both for-profit and not-for-profit). This paper considers the prospects for electronic scholarly publishing in a smaller country away from these two parts of the world. Malaysia is a medium-sized developing country in Southeast Asia, with the ambition to become fully developed by 2020. The government has invested heavily both in ICT infrastructure and in educating the population in its use, and as a result Internet usage is quite high, and most academics and research workers can access the Internet both at work and at home. A number of journals are published by not-for-profit organisations in Malaysia, but their sales are small and their financial positions precarious, and few of them are available electronically yet. This work is based on a large-scale questionnaire survey of Malaysian...