Elsevier are experimenting with different ways of publishing scientific articles. Here is their site. At a first glance neither article looks groundbreaking. But this one has an interesting feature — a discussion section. That makes the paper more ‘wiki’ like and this is something that is surely valuable.
But here is the thing. Elsevier are presuming that they can research and work out the optimal paper layout and then implement it. When it comes down to it, there are discipline specific idiosyncrasies and also individual specific ones. What we want is a standard for paper content classification — abstract, introduction, methodology, results etc — and then to have API’s that allow others to present and manipulate the content as they see fit. It is the content of the paper that needs to be covered by open standards not the presentation.