[responsive][/responsive]They’re growing strong in Boston at the Harvard Business Review. According to Chris Reidy of the Boston Globe, Harvard Business Review reported its highest circulation in its 91-year history last week.
“HBR said Monday that its overall paid circulation was 260,315 at the end of June, the highest paid circulation ever reported in the 91-year history of the magazine,” says Reidy.
This translates to a 7.5% bump in paid circulation over this time one year ago.
Not only is circulation up – with the magazine available by print subscription, single copy sales and digital subscriptions – their ad revenue is up 32% over the past four years, during a time when most publishers are seeing those figures drop.
Why are they seeing these kinds of numbers now? Folio:’s Michael Rondon credits HBR’s concerted efforts to build their brands across all platforms over the past several years, and a successful bundling of their print and digital content.
Rondon’s article, “HBR Turns to Bundling for Circulation Gains,” cites HBR publisher Josh Macht on their multi-channel strategy: “People need to touch the brand in all these different ways today just to stay [relevant]—even if a brand wants to tread water, they need to be in all these places,” Macht says. “What we’re trying to do across all platforms is really raise the exposure of HBR and we see that over time, we bring people into the brand.”
That cross-channel exposure continues into their circulation strategy, says Rondon, explaining that by adding in digital content to their traditional print subscription, the magazine has been able to not only boost circulation numbers, but raise their prices as well, in a true value-added position.
Macht credits their rising numbers to the magazine having made a gradual transition to mixed advertising, striking a careful balance between print and digital revenue. It seems to be working, and the HBR is a better publication for it.