McKinsey publication goes the Social Media route

Yes, The Firm’s flagship thought leadership moulding publication, The McKinsey Quarterly is going the social way

This is from an email they sent to me. Note that they stick to brands that are known when introducing feed readers, sticking to My Yahoo! and Google Reader

Introducing RSS and Social Bookmarking

New services make it easier to subscribe to and share Quarterly articles.
When you subscribe to our McKinsey Quarterly RSS feed, you receive personalized headlines with summaries and links to our articles on mckinseyquarterly.com. Once you create a feed, you will be provided with a custom URL to view your feed, as well as an easy way to add the feed to your own news reader, such as My Yahoo! or Google Reader.
Click here to create your personalized Quarterly feed.