Stating that academics and publishers are “not pushing hard to get into new technologies,” Keith Courtney, Sales and Marketing Director, Taylor and Francis, spoke about the decision-making process surrounding the launch of a new journal. First, research is undertaken to define the subject area and scope of the proposed journal, to assess the market, and to evaluate possible sources of articles. The potential quality of a journal’s content is of crucial importance, as is the make-up of the editorial board. Avenues for publicizing the journal are explored, market research is conducted, and potential peer reviewers are identified.