PubPub reinvents publication the way the web was designed: collaborative, evolving, and open. We do so in 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— replicated, evaluated on-the-fly, and extended as they are used. 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.