The WWW is currently experiencing a revolutionary growth due to its increasing participative community software applications. This paper highlights an emerging application development paradigm on the WWW, called mashup. As blogs have enabled anyone to become a publisher, mashups stimulate web development by allowing anyone to combine existing data to develop web applications. Current applications of mashups include tracking of events such as crime, hurricanes, earthquakes, meta-search integration of data and media feeds, interactive games, and as an organizer for web resources. The implications of this emerging web integration and structuring paradigm remains yet to be explored fully. This paper describes mashups from a number of angles, highlighting current developments while providing sufficient illustrations to indicate its potential implications. It also highlights the role of mashups in complementing and enhancing digital journals by providing insights into the quality academic content, extent of coverage, and the enabling of expanded services. We present pioneering initiatives for the Journal of Universal Computer Science in our efforts to harness the collective intelligence of a collaborative scholarly network.