According to STM, your audience has too much information.
STM, also known as the International Association of Scientific, Technical and Medical Publishers, issued a report back in November of 2012. STM estimated about 1.8 – 1.9 million articles were published by 28,100 scholarly, peer review publications during that year. Researchers reported that they read an average 270 articles that year, but spent just less than 30 minutes on each article, down from 45 minutes per article reported in 1997.
The emerging acceptance of Open Access provides readers and authors even more choices for getting the word out.
In a recent article posted on the Wiley blog, Exchanges, Rachel Burley of Wiley offers helpful insight to authors on publishing in a world with too much information. See it here: The Open Access Revolution.