Scholarly publishing is the subfield of publishing in which research work is published in the form of an academic journal article, edited book or thesis form. Due to the monopoly of top ranking publishers, the researchers are struggling to publish their research articles quickly and at low publication cost. In order to reach the research findings to the entire world, every author prefers to publish in open access journal but, so called top ranking journals are charging a huge fee as article processing charges which are in general between 1,000to3,000 and some journals charges even $5,000 apart from article submission fee. Since such journals are not paying any remuneration for peer review process, the review process and final publication take a long time, generally eight to ten months. This constraint of a long time and huge cost involved in scholarly publishing made the smart publishers find an alternative strategy for publishing their research. In this paper, we have discussed why smart publishers hesitate to publish in top ranking journals and their alternative strategy based on their objectives. We have also discussed the black ocean strategy formulated by such publishers as a counter strategy to face such move
