“Live” from the FOLIO Show

New York, NY...

In addition to leading a Media Kit Critique session, I was able to attend a workshop on Online Media. Bruce Rhodes, Circulation Director at Harvard Business School Publishing talked about how they restrict online access to the Harvard Business Review because content is evergreen.

So, they tantalize visitors with a site pass that allows for one-day access. Makes sense, since the single copy price is $16.95 and subscriptions are $99 - $165. The Wall Street Journal is similar with occasional “open houses.”

To this, I say YES! Publishers & Circulation Directors: Take a lesson. Restricted online access sure beats giving away the store!

Site visitors listen to a 30-second spot and are then invited to subscribe or sign-up for a day pass – and many subscribe, right on the spot!

Harvard Business Review is now targeting managers in the UK with a microsite just for this group – an experiment for them. A PR push will promote the campaign.

As for SEM, HBR has been in the game for 4+ years. Rhodes recommends test everything – Offer, Landing Page, Copy, URL, and Keywords. Rhodes also suggests you keep your finger on the pulse. Subscriber engagement is key, he said. Be interesting and engaging, he exhorted.

His top resource picks: Marketing Sherpa as well as http://www.mequoda.com/ - great resources for publishers.

Mina Lux, Managing Director, VP of Online for Scientific American mentioned that http://www.stumbleupon.com/ works well for them, as does paid inclusion on Yahoo. She also mentioned that their website is the largest single source of new subscriptions, but subs that come in via direct mail are slightly better.