How may we best evaluate an open access e-journal that is not intended to be cited in rank “A” scientific journals? In this study, we took the example of a journal that connects research and professionals workers in the environmental sciences. We compared information from downloads with readership surveys. The main finding was that readers remember the best articles from a given issue and classify the issues based on this memory. A clear dichotomy can be observed: some readers are particularly interested in the management of biodiversity and pollution and others reject all that links to it.