Average publishing costs per article vary substantially depending on a range of factors including rejection rate (which drives peer review costs), range and type of content, levels of editorial services, and others. The average 2010 cost of publishing an article in a subscription-based journal with print and electronic editions was estimated by CEPA to be around £3095 (excluding non-cash peer review costs). The potential for open access to effect cost savings has been much discussed, but the emergence of pure-play open access journal publishers allows examples of average article costs to be inferred from their financial statements. These range from $290 (Hindawi), through $1088 (PLOS), up to a significantly higher figure for eLife (page 66).