Harvard Business Review (HBR) has begun an $8 million advertising effort to publicize changes in the magazine's content and publication schedule.
The campaign intends "to raise awareness for HBR," said Sara McConville, HBR's director of corporate communications. "We want to reach out to potential buyers or reinforce the buying decision of current subscribers."
The magazine selected the Chicago advertising firm Arian, Lowe, & Travis to head the publicity campaign, which began in January. Ads have already run in The Wall Street Journal, and more will follow in other print media and in airports, according to McConville.
HBR chose the firm because "they understood what we do...and they are HBR readers themselves, which was very important to us," McConville said.
The campaign is the largest HBS has ever embarked on, said Kathy Olofson, the magazine's communications manager.
The changes follow an autumn reorganization of the magazine's leadership that made Suzy Wetlaufer '81 the sole editor.
Wetlaufer said she was taken aback by the size of the campaign.
"Wow! $8 million. I didn't realize it was that big," she said.
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