The SuperJournal research project evaluated the usage within UK academia of a set of electronic journals made available through a bespoke electronic journal application via the World Wide Web. This paper describes the data handling processes which comprised the production system required to import publisher supplied journal data into the SuperJournal application. In particular, it focuses on the exploitation of SGML to implement scaleable data handling processes. Data supplied to SuperJournal encompassed multiple publishers' SGML DTDs. Also described is journal article metadata display, and enhanced end-user functionality in electronic journal articles such as "forward" and "backward" citation reference chaining, again implemented via SGML translation.