A primary goal of the publication, which is conservatively estimated by observers as a $300,000 annual investment, is to market the company. The focus of Forrester's marketing has been having its analysts quoted in the media.
"These are sound bites, and they're insightful and clever," said Brian Kardon, Forrester Research's chief marketing and strategy officer, "but executives want more than that."
Forrester is aiming high with its magazine. The company hopes it will offer discussion of business ideas on par with the Harvard Business Review and The McKinsey Quarterly, a custom publication of the consulting firm. At the same time, Forrester wants it to have the verve and feel of Fortune and other business magazines. "[The Mc-Kinsey Quarterly], you can see the dust coming off it, it's so dry," Kardon said.
While some content will be provided by Forrester analysts, most will be generated by business journalists. Jimmy Guterman, Forrester's editor and the former editor of The Industry Standard's "Media Grok" newsletter, said the content will not directly promote the company.
Forrester will be divided into three sections: "Connect," a series of data-driven stories often culled from Forrester analysts; "Explore," which will contain feature stories; and "Release," a "free-wheeling" section overseen by Eric Hellweg, who helped launch Business 2.0.
The magazine has no immediate plans to accept outside advertising. "We don't want to have the appearance or the perception of not being independent," Kardon said. "We don't want to have an IBM or Microsoft adjacent to or even in the same issue with a story talking about these companies."