It is easy to launch and run a journal but, more difficult to ensure that it adheres to best practices and provides a sustainable, secure, validated and respected venue for research. On launching a new journal, it is vital that the publisher and editors create suitable policies, technical systems and procedures before the inaugural call for papers is sent out. This article reviews the plethora of guidance that is available but scattered across multiple websites and draws together the key issues required by any new journal. The key areas considered are: journal and article identifiers; ethical and practical policies; technical decisions and considerations; systems for submission, publication and archiving; and promotion and marketing. The article provides a snapshot of the issues that all new publishers and editors need to consider