The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.The analysis uses several data sources: readership statistics, paper submissions, author profiles, subject coverage, keywords and editorial content. These are blended to provide a foundation for future strategies. Some recurrent themes relating to the social impact and ethical of digital technology are identified. The reasons behind recurrence are proposed. Few academic journals are analysed regarding their role/contribution related, in particular, to the real world. The analysis of JICES offers a foundation for building a future publication strategy.