Publishers are increasingly seeking to diversify revenue streams beyond the institutional library market. This includes attempts to expand the purchasing audience to the individual consumer and to expand into the expanding pool of worldwide “knowledge workers”, ie, professional in information-based sectors. This presentation reviews one approach to revenue diversification – the article rental program launched by DeepDyve in late 2009. What do the results to date tell us about the true potential audience for scholarly content? Can this audience be effectively captured without cannibalizing existing institutional subscriptions? Is there a more effective model for the individual market beyond traditional pay-per-view schemes? These and related issues will be discussed.