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Many new publishers have recently appeared because of the open access model (they do not need to struggle with sale & marketing). Some of them are shady business efforts, but some have strong scientific standards and their journals are reliable.
Beall’s List of Predatory Open-Access Publishers lists unreliable publishers. Is there any resource listing reliable Open-Access journals? Such list can introduce us reputable publishers we have not come across yet.
The answer to the question "how to identify" can be found here.