READI

(Rights for Electronic Access to and Delivery of Information)

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TRADEMARKS

Definition

Certain agreements call for the trademark or servicemark (often the name of the journal, publisher, or other identifier) to appear on the screen or on downloads with each information element.

Discussion

The purpose of this clause is to give the trademark seller the privilege of displaying the source of the information universally throughout the system. It gives the trademark seller a degree of exposure marketing the trademark of the seller whenever an end-user comes upon information provided by that seller. Not every seller or vendor of information requires that such trademark display notices be inserted on screen or on downloads and printouts. Caution should be exercised by trademark sellers in requiring such standard displays inasmuch as the buyer's technological capabilities may not be sufficient to allow such displays to appear on screen. And the ultimate use of the material may prevent the integration of trademark notices.

Benefits

The benefits to the seller of trademarks in displaying their trademarks for use in online information is obvious, allowing wide recognition and dissemination.

Risks

The risk is that the user's technological capabilities may make it impossible to display the trademarks. End-users may also become frustrated by the demand to introduce trademark notices throughout downloaded text.

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