This article, based on the Periodicals Prices Survey of 2006, evaluates the changing trends of electronic periodical marketplace in 2006 and indicates what to expect in 2007. The 2005-2006 academic year was one of competing realities: the buying and selling of electronic journals continued apace, while the posting and crawling of every kind of free content on the web captured the imagination of the scholarly world. The former was overshadowed by the latter, and no wonder. Rival projects to digitize entire libraries full of books dominated headlines and spun off copyright arguments worldwide. Robust growth of open access repositories and the drift toward author self-archiving combined to populate the web with a surprising amount of free content that was initially available only through subscription. With Google Scholar and Google Library underway, Google strengthened its claim as the ubiquitous front door to the web and all of its content. The Open Access (OA) movement again occupied center stage in the journals marketplace in 2005, eclipsing issues of price, publisher mergers, and big deals. Journal publishers responded to mounting interest in open access in a variety of ways--some friendly, some not. This year's periodicals price survey looks at these and other factors that are shaping the periodicals marketplace. Three Institute for Scientific Information (ISI) databases--Arts and Humanities Citation Index, Social Sciences Citation Index, and Science Citation Index--provide the bulk of titles used in the study. In addition, the survey includes data on titles in EBSCO Publishing's Academic Search Premier. The data are limited to prepriced titles (as opposed to standing-order or bill-later titles) that can be ordered through a vendor and are current as of February 14, 2006. This article highlights some of the trends revealed in the findings of the periodicals price survey. Some of these trends included: librarians, vendors, and publishers continuing to trade within a market dominated by all things electronic; books upstaging journals in digitization; the largest publishers bundling their content; concern over archiving digital content returning to the spotlight; Directory of Open Access Journals (DOAJ) impacting the market; scholars getting smarter; funders getting wiser; and publishers getting bolder. (Contains 9 tables.)