Abstract
In 2006, the Online Journal of Rural Research and Policy (OJRRP) was launched. The publication is an example of the ability of academia to create narrowly defined scholarly journals aimed at a small, targeted readership while relying on a meagre budget. This article discusses the factors that fostered the creation of hundreds of online-only journals, as well as providing a case study of the creation of OJRRP and the long-term implications of online cross-disciplinary publications. Areas covered include sponsorship, editorial board, editorial staff, software, link rot, code, promotional activities, tracking and supporting usage, and, perhaps most importantly, long-term sustainability. The OJRRP experience is presented along with lessons learned in each area.
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