The Digital Object Identifier (DOI) System that allows commercial publishers to provide persistent links and metadata for published online content is starting to gain some steam in recent weeks as commercial publishers begin to focus on how to adapt this scheme to more of their product lines. DOI promises to offer a world in which content not only doesn't disappear but also can provide a changing array of services when users go looking for these persistent identifiers. Great tools, but what will it take to get DOIs rolling along for a broader array of content? Opportunities abound, but the exploitation of them remains stuck in the limited focus of DOI efforts to date.

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