Blogs, wikis, and social-networking sites such as Facebook may get media buzz these days, but for scientists, engineers, and doctors, they are not even on the radar. The most effective tools of the Internet for such people tend to be efforts more narrowly aimed at their needs, such as software that helps geneticists replicate one another's experiments. That was the underlying message of many presentations at the annual conference of the Professional and Scholarly Publishing Division of the Association of American Publishers. Examples include: (1) "The New England Journal of Medicine" Clinical Decisions at the Web where, every few months, the editors create a fictional patient for whom there is no obvious best treatment; an expert on the patient's disease writes an argument to back each of three possible remedies; and readers of the journal vote on which treatment they would choose, with comments; (2) SciVee, where scientists can link videos to their research papers that appear in open-access biomedical journals; (3) GenePattern, an application that makes computational work repeatable and expandable by other scientists; (4) Engineering Village, an online research tool from publisher Elsevier, which enables researchers to quickly search across multiple databases of engineering content; and (5) Annotations to published articles of the Royal Society of Chemistry, that allow users to click on a chemical name, and see other names for that compound, a diagram of its structure, and links to related articles.