Gould, Thomas H. P.2013-04-092013-04-092013-04-09http://hdl.handle.net/2097/15470In 2006, The Online Journal of Rural Research & 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 meager budget. This paper discusses the factors that fostered the creation of hundreds of online-only journals, as well as provides a case study of the creation of OJRRP and the long-term implications of online cross-discipline publications. Covered areas include the sponsor, editorial board, editorial staff, software, link rot, code, promotional activities, tracking and supporting usage, and, perhaps most important, long-term sustainability. The OJRRP experience is presented, along with lessons learned in each area.en-USOnline Journal of Rural Research and PolicyScholarly journalsBorn-onlineCross-disciplinaryEditorial boardsAcademic rankingArticle (author version)