This opinion piece argues that the time finally seems right to truly embrace innovation in the academic publishing market and review the role of large commercial publishers therein. It argues that many innovations already exist but have thus far failed to truly disrupt the status quo due to the omission of due consideration being given to the broader role of scholarly communications within the wider research ecosystem and an inability to compete with the least tangible of publishers’ value propositions: prestige. It does this by conducting two analyses: a stakeholder power/impact matrix to ascertain all who have an interest in the scholarly publishing process and their primary motivations, and an exploration of the value conferred by commercial publishers to the publication process. It concludes with a call to bring together all impacted stakeholders to issue a declaration on fair publishing and a commitment to change. A collective approach, united by a common purpose, can lead to real change for a better, more equitable future