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Look for a link that says something like content alerts, email alerts, table of contents alerts, or just alerts. This will differ depending on the website and may not be on the homepage!
Examples:
Fill out the required information on the following registration page. On some publisher sites, you can also login or register using social networking accounts such as Facebook, Twitter, or Google+.
You'll likely get some confirmation message and will be sent an email after your account and alert are created.
