The example embodiments disclosed herein relate to application integration techniques and, more particularly, to application integration techniques built around the publish-and-subscribe model (or one of its variants). In certain example embodiments, triggers are provided for establishing subscriptions to publishable document types and for specifying the services that will process documents received by the subscription. A standards-based messaging protocol (e.g., JMS messaging) may be fully embedded as a peer to a proprietary messaging protocol provided to an integration server's trigger subsystem so that all or substantially all of the feature-rich capabilities available via the proprietary protocol may also become available via the standards-based messaging protocol. The triggers may be JMS triggers in certain example embodiments.