The decision to create a new journal starts — or should start-with the determination of the need for a new, separate, and continuing forum for the interchange of information within a discipline or field. Critical criteria include the choice of editor and editorial board; estimates of the amount of material to be published; assessment of the total potential audience and of the probable percent capture; direct costs (which vary with the publishing organization); and the subscription price. Other factors include growth potential, society support, page charges, reprint sales, advertising sales, and patience.