Editing Business 2.0

{{Short description|Monthly magazine}}
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{{Infobox magazine
| title           = Business 2.0
| logo            = 
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| editor          = <!-- up to |editor5= -->
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| category        = 
| frequency       = Monthly
| format          = 
| circulation     = 
| publisher       = [[Time Inc.]]
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| founder         = [[Chris Anderson (entrepreneur)|Chris Anderson]]<br>[[James Daly (journalist)|James Daly]]<br>Mark Gross
| founded         = 
| firstdate       = {{Start date and age|1998|7}}
| finaldate       = {{End date|2007|10}}
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| company         = 
| country         = 
| based           = [[San Francisco]], [[California]], U.S.
| language        = 
| website         = {{URL|money.cnn.com/magazines/business2/business2_archive/}}
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}}
'''''Business 2.0''''' was a monthly magazine publication founded by magazine entrepreneur [[Chris Anderson (TED)|Chris Anderson]], Mark Gross, and journalist [[James Daly (journalist)|James Daly]] in order to chronicle the rise of the "[[New Economy]]". First published in July 1998, the magazine was sold to Time Inc., then the publishing division of [[Time Warner]], in July 2001. The magazine failed to make sufficient profit and was shut down, with the final issue being published in October 2007. It was based in [[San Francisco]].<ref>{{cite news|title=PR Interview: How to Get Into Business 2.0 Magazine|url=https://www.marketingsherpa.com/article/interview/how-to-get-into-business|access-date=5 December 2015|work=Marketingsherpa|date=9 March 2007}}</ref>

==History==
''Business 2.0'' enjoyed extraordinary early growth in readers and advertising, selling more than 2000 advertising pages in just its second full year of publishing, believed to be a record for an American monthly newsstand magazine.

The publication's early competitors included ''[[Fast Company (magazine)|Fast Company]]'', the ''[[The Industry Standard|Industry Standard]]'' and ''[[Red Herring (magazine)|Red Herring]]''.<ref>{{cite web |url=http://www.medialifemagazine.com:8080/news2001/feb01/feb19/2_tues/news1tuesday.html |title=Business 2.0 is put up for sale |access-date=2014-11-25 |url-status=dead |archive-url=https://web.archive.org/web/20151208080600/http://www.medialifemagazine.com:8080/news2001/feb01/feb19/2_tues/news1tuesday.html |archive-date=2015-12-08 }}</ref>

The magazine was sold by original publisher [[Future US|Imagine Media]] to [[Time Inc.]], the publishing division of [[Time Warner]], in July 2001. Betting on a tech rebound, Time combined ''Business 2.0'' with its own fledgling business magazine, ''eCompany Now''. Having originally found success with wonky examinations of the interaction between [[technology]] and business, later on in its run, under the ownership of Time Inc., the magazine broadened its focus, running cover stories on topics ranging from real estate<ref>[https://money.cnn.com/magazines/business2/business2_archive/2006/11/01/toc.html CNN Money] November 1, 2006.</ref> to employment trends<ref>[https://money.cnn.com/magazines/business2/business2_archive/2006/05/01/toc.html CNN Money] May 1, 2006</ref> and outer space.<ref>[https://money.cnn.com/magazines/business2/business2_archive/2006/03/01/toc.html CNN Money] March 1, 2006</ref>

Despite an upturn in the fortunes of startups and technology companies, ''Business 2.0'' was unable to turn a profit. [[Josh Quittner]], the editor since 2002, who had previously helmed ''Netly News'' and ''ON Magazine'', led a team that published out of the ''[[Fortune (magazine)|Fortune]]'' Group of Time Inc.

In November 2006, in an effort to connect with the large numbers of readers who had come to rely on web blogs for news, ''Business 2.0'' launched a series of staff written blogs.

In July 2007 ''[[The New York Times]]'' reported that the September issue could be the magazine's last. In response to these reports a number of readers organized a [[Facebook]] group called ''I read Business 2.0. And I want to keep reading!'' to speak out against [[Time Inc.]]'s possible decision to close the publication. Nevertheless, on September 5, 2007, ''The New York Times'' reported that Time Inc. had confirmed it would shut down ''Business 2.0'' with its October 2007 issue<ref>{{Cite news|url=https://www.nytimes.com/2007/09/05/business/media/05mag.html|title=Time Inc. to Close Business 2.0|first=Brad|last=Stone|newspaper=The New York Times |date=September 5, 2007}}</ref> "as the magazine’s ad pages precipitously dropped this year".<ref>[http://bits.blogs.nytimes.com/2007/09/04/business-20-rip/ New York Times] September 4, 2007.</ref> A number of the reporters and editors have been transferred to work on ''[[Fortune (magazine)|Fortune]]''.

==Notable features and articles==
In its first issue (coverline "New Rules") it included a specially printed insert devoted to "The 10 Driving Principles of the New Economy," adding an eleventh (partnerships) to the list in 2000.

The original principles, released in the magazine's inaugural issue in July 1998, are:
* Matter. (It matters less.)
* Space. (Distance has vanished.)
* Time. (It is collapsing.)
* People. (They're the crown jewels.)
* Growth. (It's accelerated by the network.)
* Value. (It rises exponentially with market share.)
* Efficiency. (The middleman lives on in "infomediaries".)
* Markets. (Buyers are gaining dramatic new power, sellers new opportunities.)
* Transactions. (It's a one-on-one game.)
* Impulse. (Every product is available everywhere.)

At the beginning of every year, ''Business 2.0'' printed its snarky list of the "101 Dumbest Moments in Business" <ref>{{Cite web|url=https://money.cnn.com/galleries/2007/biz2/0701/gallery.101dumbest_2007/index.html|title=101 Dumbest Moments in Business - Because if there's anything America loves, it's a politician... (1) - Business 2.0|website=money.cnn.com}}</ref> that had occurred during the previous year. ''Fortune'' has inherited this tradition.

==See also==
*[[Web 2.0]]
*[[Business Intelligence 2.0]]

==References==
{{Reflist}}

==External links==
* [https://money.cnn.com/magazines/business2/business2_archive/ Searchable archives at CNN Money]
* [https://web.archive.org/web/20070821033213/http://www.forbes.com/media/2007/07/17/magazines-silicon-valley-biz-media-cx_bc_0717business.html Bye Bye Business 2.0 - Forbes.com]
* [http://bits.blogs.nytimes.com/2007/09/04/business-20-rip/ Business 2.0 RIP - The New York Times]
* [https://techcrunch.com/2007/09/04/dodos-to-business-20-welcome-to-the-club/ Dodos to Business 2.0: Welcome To The Club - TechCrunch]
* [https://web.archive.org/web/20071018073222/http://www.blogmagazine.com/blog_magazine/2007/09/business-20-bit.html Business 2.0 Bites the Dust - Blog Magazine]
* [https://techcrunch.com/2007/09/19/business-20-the-final-cover/ Business 2.0: The Final Cover - TechCrunch]
* [https://web.archive.org/web/20071018053641/http://gawker.com/news/business-2.0/business-20-stricken-with-bad-case-of-blog-212211.php Business 2.0 Stricken With A Bad Case of Blog - Gawker]

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[[Category:Business magazines published in the United States]]
[[Category:Monthly magazines published in the United States]]
[[Category:Defunct magazines published in the United States]]
[[Category:Magazines established in 1998]]
[[Category:Magazines disestablished in 2007]]
[[Category:Magazines published in San Francisco]]