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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.