PubPub implements publication the way the web was designed: collaborative, evolving, and open. We do so in a graphical format that is deliberately simple and allows illustrations and text that are programs as well as static PDFs. The intention is to create a distributed alternative to academic journals that is tuned to the dynamic nature of many of our modern experiments and discoveries— replicated, evaluated on-the-fly, and extended as they are used. It is being used for journals and for engaging people with the diffusion of genetically edited species to combat Lime disease and mosquito-borne infections. All viral work will move from the web to PubPub.