How can we as UP professionals more powerfully convey our value to our journal partners and distinguish the benefits of UP partnerships from those of the big commercial presses? Our 2021 Journals Assembly panelists will explain what university presses can offer journals, libraries, and other partners, which make them stand out from commercial presses. One question that moderators will be sure to voice is how, if at all, the pandemic and its economic consequences have altered their role and relative advantages vis-a-vis commercial presses in the scholarly publishing ecosystem. Attendees will then be invited to breakout rooms where they will have an opportunity to come up with a “moonshot” publicity plan to present at the conclusion of the assembly: how you would tell your story of the value of UPs relative to commercial presses if you had a one-time windfall of funds allocated for that purpose. Registration for Journals Assembly is open to AUPresses members only.