Since at least the 1980s, there have been significant changes in the marketing of scholarly journals utilized by the majority of scholarly publishers. This shift meant that traditional advertising (which was very effective for many decades) and direct mail pieces (which were rather ineffective because of 1.5% to 2.0% response rates) were de-emphasized but not eliminated completely. They were supplanted somewhat by the growing use of social media and emails. This chapter provides an overview of print and digital journal distribution strategies, procedures, and platforms. Attention is paid to the US and global journal markets and subscriptions, including data on library expenditures. A sample journal’s contract with an author is presented and analyzed. There is a discussion of Sci-Hub, open access, article processing charges, the development of Plan S and Plan U, and research funding policies.