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Harvard Business Review’s Social Outlook

Harvard Business Review’s Social Outlook | Public Relations & Social Marketing Insight | Scoop.it
From www.digiday.com - June 2, 2013 10:34 AM

The academic and business publication has quietly grown a digital presence....

 

Over the last several years, the Harvard Business Review has quietly grown its digital presence, and it points to social as the main reason. HBR is a cross between a magazine and an academic journal. But with the exponential growth in digital, the outlet is trying to be more egalitarian without watering down its heavily researched and often didactic business-management content. The publication, which costs $100 per year or $17 a month, believes social media’s role as a democratization tool can make its content more accessible to a wider audience.

 

“Social has been a key channel for us to increase the impact of these ideas,” said Eric Hellweg, HBR’s digital strategy director. “That’s the heart of what we do. But to unearth these ideas and tell them in the social realm, it becomes an effective way to spread these ideas around the world. It’s a great way to get reach and influence.”...

Jeff Domansky's insight:

Harvard Business Review is a social success story,

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The newsonomics of influentials, from D.C. to Singapore to Raleigh | Newsonomics

The newsonomics of influentials, from D.C. to Singapore to Raleigh | Newsonomics | Public Relations & Social Marketing Insight | Scoop.it
From www.niemanlab.org - May 10, 2013 1:46 AM

In the U.S. and abroad, a new set of B2B media products are showing there's room for growth in niches — and that there's new power in incumbency....

 

...Much of Atlantic Media’s sales, marketing, analytics and financial functions can be leveraged to support the new product, minimizing what would be similar expense for a one-off start-up. Also like Quartz, it is going free, looking to marketers to make it profitable. It isn’t just an ad play. Rather, it looks to an emerging model of higher-end sponsorship and content marketing — with the important adjunct of events marketing — to propel it forward. Its offer to marketers will follow the playbook of what Atlantic Media’s half-dozen other publications (The Atlantic, The Atlantic Wire, The Atlantic Cities, Quartz, National Journal, Government Executive) now offers.

 

It’s on-site sponsorship/share-of-voice placement, content marketing, and marketing services aid and placements and sponsorship of physical events. That events business rides right alongside inclusion on its websites, providing marketers with a brand association that fluidly moves from online to off and back. It’s a strategy now well-employed in D.C. — also exploited by Politico and The Washington Post — and among events leaders like The Texas Tribune. Atlantic Media has turned events into a potent, higher-margin revenue source, now accounting for around 16 percent of revenues....

Jeff Domansky's insight:

If you're in traditional media or are a marketing or PR pro, this post presents the real face of the real new,, .new media. A really good look inside what's working now and perhaps in the future for media as it transitions to digital. Take a good look at the shift in how revenue is generated compared to the "old" days..

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