The Fifth Belgrade International Open Access Conference 2012 is designed and is being prepared as a truly international event. The aim of the conference is to explore state of the art of journal publishing in developing and transition countries in order to understand the best strategies and practices for their development. The aim is also to analyse applicability of up-to-date technologies in "small" journal publishing. We assumed that Belgrade is the right place to mix and match different and distant players having their say on the subject. We intend to bring about scholars from developed and developing world, world experts and local enthusiasts, big publishers and small journals editors to confront their views on this important issue.