Harvard Business Review test markets in Cincinnati

Laura Braverman of the Cincinnati Enquirer writes Saturday about how the Harvard Business Review is using the Ohio city to test a regional marketing campaign.

Braverman writes, “‘Cincinnati was at the top of our list,’ said Sarah McConville, vice president of marketing for the magazine. ‘You have Procter & Gamble, Macy’s, Chiquita, Fifth Third Bank, a really interesting set of industries. We think HBR is relevant here.’

“Cincinnati companies and organizations also have been featured in the magazine dozens of times over the past several years.

“The magazine kicks off the first of two local events Monday, with a presentation by HBR publisher Josh Macht to the Cincinnati USA Regional Chamber’s board of directors. An HBR author will speak to a group of young professionals Thursday morning. Radio and television spots will begin in April. A ‘TextSmart’ mobile campaign launches on Fountain Square’s LED screen April 19. It provides a code that mobile users can text to sample several free articles. HBR posters will also be hung at local happy hour spots.

“It’s all part of an experiment to grow subscribers and interest on a local scale, and to learn more about potential readers, Macht said.”

Read more here.