In the last few weeks, this column has concentrated on students, this week we shall look at another aspect of the academic world, which is publishing in reputable journals. This is essential for a number of reasons. The first reason is contribution to knowledge. The essence of a university is to provide direction for the society, and the best way to provide this direction is by conducting rigorous research that will analyse issues from different perspectives and offer solutions. For instance in UK universities at the moment the quality of an article is not judged by its publication in a reputable journal only, but the ability of the published research to influence policy making, and each academic staff will have to submit his publications for review and measuring of their impact factor through the Research Excellence Framework (REF).