The Rebooting Show Moving up the pricing curve
Aug 5, 2025
Adi Ignatius, editor-in-chief of Harvard Business Review, dives into the publication's latest venture, HBR Executive, tailored for senior leaders. He discusses the media industry's shift from volume to value, emphasizing the importance of average revenue per user (ARPU). The conversation touches on brand evolution amidst digital transitions, innovative pricing strategies, and the challenges of capturing busy CEOs' attention. Ignatius also explores the implications of AI in creative fields and the need for publishers to provide genuine, differentiated content to thrive.
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Shift From Volume To Value
- The media industry is shifting focus from volume to value, emphasizing ARPU (average revenue per user).
- Publishers must monetize smaller, high-value segments rather than chasing massive volume audiences.
HBR Executive Targets C-Suite
- HBR Executive targets CEOs and their teams with exclusive, higher-priced content and experiences.
- The product aims to serve senior leaders with practical, differentiated content beyond HBR's general audience.
Strategic Pricing and Commitment
- Pricing for premium subscriptions like HBR Executive requires balance with market research and gut instinct.
- Offering annual subscriptions encourages commitment and reduces churn compared to monthly options.
