While the advertising campaign is a significant one, Wetlaufer said the magazine's core content and style will remain largely the same.

"We have no desire to change HBR because HBR works," she said. "We are a trendsetter. Every institution needs to be constantly reinventing itself. We want to become more like ourselves, only better."

The three slogans of the campaign--"Sometimes a magazine opens you," "The type is set, but the thinking is not," and "Read ahead"--reflect HBR's intent to reinforce its reputation as a forward thinking, an "elegant, but immediately applicable," magazine, McConville said.

Wetlaufer said HBR would not be disappointed if the magazine attracted new readers, although editors have no intent of changing the fundamental personality and target audience of the magazine.

"We write for senior level executives. They have very unique problems, so we can't write effectively for both senior executives and non-senior executives," she said. "We are not at all disappointed with our fabulous distribution, but, of course, the more the merrier."

Beginning in January, HBR stepped up its frequency from six issues each year to 10. It also incorporated new stylistic and content elements to make the magazine "more modern," including three new columns.

In Wetlaufer's letter from the editor in January--the first issue of the new, revitalized HBR--Wetlaufer emphasized HBR's commitment to its tradition of presenting "the most original, robust, and relevant ideas...for the people leading business around the world."