Inside the Harvard Business Review Content Comes First (1,872
HBR's e-mail subscriber file is sacrosanct. HBR does not rent or make available the e-mail addresses of its subscribers—not even for HBSP promotions.
Weaving In the Web
Conducting the whole of Harvard Business School Publishing's Web efforts, including HBR, is George Pratt. As director of Web marketing—or "digital marketing guru," as McConville calls him—Pratt works with Cohen to develop HBR's digital content strategy.
Direct mail is still HBR's most important channel for driving subscriptions, according to Pratt, but its number of Web-driven subscriptions is increasing. And due to its low cost and ability to capture opt-in e-mail addresses, HBR is looking to build on its relatively small but growing number of Web-driven subscriptions.
The Internet played a prominent role in promoting the publication's frequency change. An e-mail campaign to opt-in names on the HBSP file was used to make an offer as well as drive traffic to the site. This campaign, says Pratt, was highly cost-effective because its only costs came from the use of internal resources and fulfillment costs.
Following the delivery of the campaign, it saw a significant lift in the number of orders coming in through the HBR site (www.hbsp.
harvard.edu) as well as click-throughs from the original e-mail, says Pratt.
Whether it be delivered by direct mail, e-mail or Web-based marketing, HBR sends a clear and consistent message: Content is everything.