What is the market potential for a monthly management digest which culls the best from various leading management journals like HBR, Knowledge@Wharton, Sloane Mgmt review, Mckinsey quarterly etc, and aggregates it.
Will you buy such a publication? How much will you be willing to pay for it ( each issue)?
For perspective, HBR's official circulation is 240,000 of which 88% is subscription based. Avg cover price USD18
Good Answers (1)
Rahul M
Experienced marketing/general management executive, with expertise in global developing markets (especially Asia)
My answer links to why Linked-In is becoming popular. It's not about how many journals you condense into one. It's about HOW you condense it. I am not sure going from just HBR to adding 5 others will move the needle but if you take the HBR and just distill it down to 1-2 sentences per topic (and send via email once a fortnight/month), it'll get read & subscribed to. If HBR today is 240K, this will go via email to maybe 500K over time. Some homework needed then on how to best reframe the value to drive purchase & re-subscription - per day? per email? per week? per month? per annum?
More Answers (2)
Nathaniel "Ned" D
Associate Portfolio Manager at UBS Financial Services
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Aggregation is already available online -- I have access to this stuff through my MBA program. A publication would incur considerably more expense to offer a more limited selection of articles, making for a tough sell versus a database.
If it also gives access to the full features, not only digest version, then
I would be interested and probably would advise the company to subscribe.
Have no idea though how much to pay, I bet USD 100 or 200 per year should
not be an issue.
Personally, if I were in the business of consultancy, training and
development, I would subscribe myself.
