Scholarly digital journals in the STM field currently circulate in a context where four models, each represented by a color, coexist: white for commercial publications, green for open archives, gold for open access journals, and grey for data archives. This “color table” that includes key Web and communications stakeholders is the ever-evolving result of changes occurring in STM publishing. These colors contribute to the tensions that govern relations and strategies between old and new stakeholders. The purpose of this article is twofold. It aims to report on the socioeconomic approaches that form the basis of strategies and positions made by contributors who want to renew the scholarly journal publishing system. The article also aims to offer an analytical framework for cultural industries. This framework makes it possible to understand the movements occurring between the scientific information industry, the communications industry, and social media.