A mag for Harvard grads

Harvard is launching its own magazine, titled 02138, after the university zip code. The first two issues will be mailed free to some 50,000...

Harvard is launching its own magazine, titled 02138, after the university zip code. The first two issues will be mailed free to some 50,000 alumni, who will then be expected to stump up $36 to subscribe.

Apparently the magazine aims to shake up the staid image of Harvard graduates by featuring photographs of them mauling each other in cocktail lounges. Sure, all Harvard grads are rich and successful. Create a vanity project for them - including a section touted as "Harvard's Page Six" - and advertisers will come running, right? I have a feeling it won't be that easy. With a relatively cheap subscription as a lure, the publishers are no doubt hoping to deliver a guaranteed, targeted group that marketers will want to reach through advertising. But "Harvard grad" is not targeted enough.

Marketers will likely balk at the assumption that they are all cut from the same crimson cloth, particularly in a format that's designed to do little more than decorate a coffee table.

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