Background
The Harman Pro Group is the world’s largest provider of integrated professional audio systems. The Group’s companies include AKG Acoustics, BSS Audio, Crown International, dbx, DigiTech, JBL Professional, Lexicon Pro, Soundcraft and Studer.

Challenge
The Harman Pro Group is a truly international conglomerate operating in a fractured, regionalized professional AV market. A division of Harman International, the Harman Pro Group’s R&D capabilities dwarf the annual sales of its nearest competitors and its successes range from the infotainment systems installed in Porsche sports cars to the sound systems of the world’s great concert halls, stadia and recording studios.

Harman Pro Group senior management sought to differentiate the company from the smaller, less innovative manufacturers in the International Pro AV market by showcasing it’s R&D capabilities and entertainment community and automotive success stories.

Sales management sought an aspirational sales promotion vehicle that also provided non-technical customers with the assurance that they were working with a global leader in technology and commerce.

Griffin evaluated the Harman Pro Group’s requirements and recommended an annual consumer-oriented magazine that leveraged the company’s close associations with the entertainment community’s brightest stars, the sporting world’s most prestigious events and the automotive industry’s most exciting new products.

The result, Harman Pro Magazine, now in its third year, has been an unqualified success! Distributed to 350,000 potential customers from young people recording music in their homes to professional sound contractors building systems for airports and convention centers to department store executives seeking to enhance the atmospherics of their retail outlets, Harman Pro Magazine presents pro audio in a dynamic, compelling way that readers at all levels from diverse backgrounds can appreciate.

Harman Pro Magazine has proven to be a cost effective vehicle for launching new product families, showcasing success stories, highlighting technology advances and reaffirming the Harman Pro Group’s association with the most successful artists.