PubPub reinvents publication to align with the way the web was designed: collaborative, evolving, and open. PubPub uses a graphical format that is deliberately simple and allows illustrations and text that are programs as well as static PDFs. The intention is to create an author-driven, distributed alternative to academic journals that is tuned to the dynamic nature of many of our modern experiments and discoveries. It is optimized for public discussion and academic journals, and is being used for both. It is equally useful for a newsroom to develop a story that is intended for both print and online distribution.