Amid steadily decreasing advertising revenue, Time Inc.’s renowned, new economy magazine Business 2.0 will fold after its October issue.
No surprise to The BlinnPR Report. In fact, we said back in July amide the hullabaloo on Facebook that it was time to put the magazine out of its misery. Once your corporate parent starts consolidating staff it’s time to look in the mirror and seriously ask yourself what value you bring to the bottom line. After all, how many Top 10 lists can a magazine publish?
But this entry is not about ripping on Business 2.0. It’s about predicting what magazines will follow Business 2.0 to the grave.
Here they are.
1) Fortune Small Business. Another magazine not adding value to the bottom line. Plus, how many “small business” magazines do we really need to subscribe too. DOD — First quarter ‘08.
2) Wired. Lost its relevance. Yes, they have Conde Nast’s deep pockets backing them up but watch what happens when circulation number keep falling and advertising dollars dry up even more. DOD — First quarter ‘08
3) Fast Company and/or Inc. Magazine. It’s a toss up. However, if I had to say which one it’s Inc. Why? Just pick up the latest issue of the magazine. In fact, go back and look at a few of the past issues. DOD — Second quarter ‘08.
4) Portfolio. The first issue was disappointing. The second issue was, well, let’s just say it didn’t inspire any confidence. Putting aside what the gossip columns say or the staff turnover, Portfolio is trying to cover business news on a monthly basis and it can’t be done. By the time you read a new issue the news is old, outdated or irrelevant. How many people do you think are going to subscribe to a magazine that publishes old news? Another problem, trying to give business news entertainment glitz. I don’t think it can successfully be accomplished. Business and entertainment news are on opposite ends of the spectrum. Good luck trying to mix Access Hollywood and Ben Bernake. DOD — Third quarter ‘08.
So there you have it. The four magazines we believe are going to follow Business 2.0 to the magazine graveyard. If you think we’ve missed some or if you agree/disagree, let us know.