02138 > 90210

The New York Times looks at a magazine named after a prestigious area code, which is mildly interesting, I suppose. But what really jumps out at me is Harvard’s defensive stance against unsanctioned brand dilution.

Harvard University spends somewhere between $500,000 and $1 million every year to protect its brand name — to keep other institutions from billing themselves as, say, the Harvard of Dog Training Schools or the Harvard of Pilates Teacher Training Programs. This is one of many interesting facts to be gleaned from a perusal of a new magazine called 02138.
In the magazine trade, 02138, which receives financing from Atlantic Media, the parent company of The Atlantic Monthly, is what is known as a luxury lifestyle book. Luxury lifestyle books, like Hamptons Magazine, Palm Beach Illustrated and the subtly titled Rich Guy, are magazines that are essentially about the people who subscribe to them.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.