“Green.” “Gold.” “DOAJ.” “APC.” These terms – and many more – are part of the vocabulary of open access publishing, a model that is becoming increasingly prevalent with both established presses and independent journals. In this talk, Robert Ellison surveys current patterns and trends in the open access world, and discusses some of the decisions that must be made when starting a new open access journal. As a case study, he outlines the process of launching Sermon Studies, an online-only, peer-reviewed publication that has recently “gone live” at Marshall University.