The Lethbridge Journal incubator is an experiment in the sustainability of academic publishing. The incubator attempts to ensure this sustainability by aligning the publishing processes with the research, teaching, and service missions of the University. Instead of drawing resources away from these central missions, academic communication under this model become a resource that materially improves the University’s ability to carry out these core functions. The basic premise of the incubator is that the skills and experiences involved in contemporary scholarly journal production are both generalisable across disciplines and of significant value to graduate students whether they pursue post-graduate careers within or without the academy. The incubator works by, in essence, selling efficiency and training to institutions in exchange for ongoing in-kind and cash support. In this lecture, I will discuss the experience of the incubator as it has moved from a prototype to production model. I will also discuss some current trends in Open Access scholarly communication in the Humanities and some implications for publishers and editors in other models and disciplines.