際際滷

際際滷Share a Scribd company logo

104 ruehle

S
Society for Scholarly Publishing

HBR generates nearly 30% of its total revenue and over 50% of its profits from alternative revenue streams beyond its magazine. After publishing articles, HBR sells individual articles, licenses content to corporations, and leverages different formats like books and audio editions. It focuses on promoting content to corporate and academic markets. For corporations, HBR sells print and online rights to articles for promotional use. In academia, it reaches out to faculty and students by mapping articles to textbooks, custom packages, and an online course platform. HBR also publishes over 50 profitable books each year related to its content and creates special editions for different customer groups.

1 of 5
Download to read offline
More Than a Magazine Alternate Revenue Streams of the Harvard Business Review Edward Ruehle Harvard Business School Publishing Todays Agenda n Revenue Picture n Everything that Happens After the Magazine is Published n Focus 臓 Corporate Market Opportunities 臓 Academic Market Opportunities 臓 Books, New Products, Special Editions The Revenue Picture n Alternate sources of revenue are nearly 30% of total revenue for HBR n Alternate sources of revenue are more than 50% of profit for HBR n HBR occupies a unique position in the marketpart journal and part magazine 臓 But many of its opportunities can apply to more scholarly publications 1
After the Magazine is Published. n We sell individual articles 臓 Corporate and academic markets 臓 Print, PDF, custom editions 臓 License to corporations and content aggregators n We leverage different formats 臓 Hard cover and paperback 臓 Audio editions 臓 Syndicate through the New York Times Syndicate 臓 Special editions and new products n Repeat the process across eight foreign language editions This Afternoons Focus n Corporate MarketSales for Promotional Use 臓 Print and Online n Academic Markets 臓 Reaching Faculty 臓 New Outreach and Sales Programs 臓 Electronic Rights and Issues n The Opportunities for Books n Special Editions and New Products Corporate MarketSales for Promotional Use n What do companies want to do? n Promote the fact that they have been covered 臓 Clients, prospects, media, investment community n Raise awareness of an issue they cater to n Gifts, promotions, and customer satisfiers 2
Print Versions: What Can the Customer Do? n Customer may add logo and framing content n Rights: reproduce and distribute x copies n Policies 臓 Customer logo may not appear near ours 臓 Customer content must be clearly separate 臓 Customer may not adapt or alter content Print Versions: What Does the Customer Pay? n We print and provide finished goods n Start with base price for permission-to- copy 臓 +15% for basic black & white with logo and text on inside cover 臓 Four color, special covers, other special features we mark up an additional 20% Online: What Can the Customer Do? n Single Click 臓 HBSP hosts and meters usage 臓 We provide the customer a URL that they may post to a web site 臓 Logo and content policies are the same 臓 Rights: mirror print rightsdistribute x copies electronically 3
Online: What Will the Customer Pay? n We are providing hosting services n Start with the base price for permission-to-copy 臓 Deduct 30% (no cost of goods) n But, the customer must commit and pay for a quantity in advance Academic Markets: Reaching Faculty n Web site with all content available to faculty for sampling n Customer service and key account managers to help faculty find material n E-newsletters and online merchandising by topic and course n Work with bookstores and distributors n Academic price50% of corporate price Academic Markets: New Outreach n Mapping articles to major textbook chapters 臓 HBSP editors but also textbook authors creating special packages n New metadatasearch by teaching purpose n Course platformselling directly to students 4
Academic Markets: Electronic Rights and Issues n Student has the right to view online for duration of course and make one print copy n HBR is not encryptedno evidence of significant piracy n Libraries and e-reserves 臓 Restrict license to prohibit use of e- reserves The Opportunities for Books n HBSP publishes more than 50 HBR books 臓 30+ trade paperbacks 臓 20+ trade hardcover (edited by well-known expert) n Highly profitable if you are part of a media organization with book publishing and distribution capability 臓 Low editorial/production costs 臓 Often no author royalty n Also valuable for branding, visibility, and new partnerships Special Editions and New Products n HBR creates special editions for different customer groups 臓 HBR OnPoint : value-added content for corporate training customers 臓 Articles bundled with original research for consulting firms and other core customers n HBR partners with competitors to create more valuable products and services 臓 Partnership with Economist Group to create definitive management web site from sources around the world 5

More Related Content

104 ruehle

  • 1. More Than a Magazine Alternate Revenue Streams of the Harvard Business Review Edward Ruehle Harvard Business School Publishing Todays Agenda n Revenue Picture n Everything that Happens After the Magazine is Published n Focus 臓 Corporate Market Opportunities 臓 Academic Market Opportunities 臓 Books, New Products, Special Editions The Revenue Picture n Alternate sources of revenue are nearly 30% of total revenue for HBR n Alternate sources of revenue are more than 50% of profit for HBR n HBR occupies a unique position in the marketpart journal and part magazine 臓 But many of its opportunities can apply to more scholarly publications 1
  • 2. After the Magazine is Published. n We sell individual articles 臓 Corporate and academic markets 臓 Print, PDF, custom editions 臓 License to corporations and content aggregators n We leverage different formats 臓 Hard cover and paperback 臓 Audio editions 臓 Syndicate through the New York Times Syndicate 臓 Special editions and new products n Repeat the process across eight foreign language editions This Afternoons Focus n Corporate MarketSales for Promotional Use 臓 Print and Online n Academic Markets 臓 Reaching Faculty 臓 New Outreach and Sales Programs 臓 Electronic Rights and Issues n The Opportunities for Books n Special Editions and New Products Corporate MarketSales for Promotional Use n What do companies want to do? n Promote the fact that they have been covered 臓 Clients, prospects, media, investment community n Raise awareness of an issue they cater to n Gifts, promotions, and customer satisfiers 2
  • 3. Print Versions: What Can the Customer Do? n Customer may add logo and framing content n Rights: reproduce and distribute x copies n Policies 臓 Customer logo may not appear near ours 臓 Customer content must be clearly separate 臓 Customer may not adapt or alter content Print Versions: What Does the Customer Pay? n We print and provide finished goods n Start with base price for permission-to- copy 臓 +15% for basic black & white with logo and text on inside cover 臓 Four color, special covers, other special features we mark up an additional 20% Online: What Can the Customer Do? n Single Click 臓 HBSP hosts and meters usage 臓 We provide the customer a URL that they may post to a web site 臓 Logo and content policies are the same 臓 Rights: mirror print rightsdistribute x copies electronically 3
  • 4. Online: What Will the Customer Pay? n We are providing hosting services n Start with the base price for permission-to-copy 臓 Deduct 30% (no cost of goods) n But, the customer must commit and pay for a quantity in advance Academic Markets: Reaching Faculty n Web site with all content available to faculty for sampling n Customer service and key account managers to help faculty find material n E-newsletters and online merchandising by topic and course n Work with bookstores and distributors n Academic price50% of corporate price Academic Markets: New Outreach n Mapping articles to major textbook chapters 臓 HBSP editors but also textbook authors creating special packages n New metadatasearch by teaching purpose n Course platformselling directly to students 4
  • 5. Academic Markets: Electronic Rights and Issues n Student has the right to view online for duration of course and make one print copy n HBR is not encryptedno evidence of significant piracy n Libraries and e-reserves 臓 Restrict license to prohibit use of e- reserves The Opportunities for Books n HBSP publishes more than 50 HBR books 臓 30+ trade paperbacks 臓 20+ trade hardcover (edited by well-known expert) n Highly profitable if you are part of a media organization with book publishing and distribution capability 臓 Low editorial/production costs 臓 Often no author royalty n Also valuable for branding, visibility, and new partnerships Special Editions and New Products n HBR creates special editions for different customer groups 臓 HBR OnPoint : value-added content for corporate training customers 臓 Articles bundled with original research for consulting firms and other core customers n HBR partners with competitors to create more valuable products and services 臓 Partnership with Economist Group to create definitive management web site from sources around the world 5