Colombian universities and some professional organisations have faced the challenge of gaining visibility, mainly via accredited publications whose reputation depends upon their inclusion in prestigious rankings. This article contains a documentary analysis of the evolution of the "HOW" journal, the authors' profiles, and their preferred themes and concerns--as evidenced in the articles published to date and in records of the editorial processes kept over the past ten years. From that analysis we derive a series of challenges dealing with editorial policies and processes which are closely related to current trends in the evaluation systems that govern the rankings of academic journals.