Can the Power of Micro-Blogging Save Business 2.0 Magazine?

I read with great dismay this morning the possible demise of one of my favorite magazines, Business 2.0 .

According to the New York Times article, even though the magazine has a circulation of 623,000, there’s a couple reasons why this might happen:

Aside from the overall downturn in the magazine business, current and former Time Inc. employees point to what appears to have been an ill-advised move this year to combine the advertising sales teams of Time Inc.’s finance and business publications, which include Fortune, Money, CNNMoney.com, Fortune Small Business and Business 2.0. Consolidated under a single banner, Time Inc.’s Business and Finance Network (or Tibfin, as it is known inside the company), Time sales representatives stopped pitching the distinct appeal and audience of Business 2.0 to focus on the larger titles like Fortune. That often turned Business 2.0 into an afterthought; big advertisers like Microsoft and Intel were offered discounts on other Time Inc. business titles if they would also buy pages in Business 2.0.

I’ve been a reader for many years and even though I read multiple blogs and online news sources daily, I always find interesting stuff in the magazine. It also helps me synthesize what I’ve read on the Web in the last few months. I’ve also found it’s a great media vehicle to introduce non-web business people to new web initiatives.

I then posted a short status update in my Facebook micro-blogging feed that said “Sebastien is sad to think Business 2.0 magazine might fold in September…

45 minutes later, I get an e-mail from one of my new “friends”, Colin Carmichael, who’s inviting me to a new group he’s created to save Business 2.0. He told me I had tipped him off to the demise of Business 2.0 and he wanted to do something. I obviously joined the group and invite you to do the same if you like the magazine.

What it means: it’s my first opportunity to experience first-hand the power of micro-blogging, those small atoms of information written in new communication tools like Twitter, Jaiku, Pownce and Facebook (via the status update section). Very powerful tools. On another note, I believe print magazine usage growth (and by extension revenue growth) will come from specializing, not becoming more generalist. By consolidating their sales force, publishers run the risk of abandoning their specialty titles and future growth. The same debate takes place all the time in the directory business. Should publishers use a different sales force for Internet products or for vertical publications? I think you need to take a good look at where you think your growth will come from in the future and support adequately those initiatives.

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