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Fans Use Facebook Group to Resuscitate Business 2.0
When Business 2.0 fan Colin Carmichael learned that the magazine was under intense scrutiny by Time Inc., which is considering scrapping the title, he decided to do something. Carmichael started a Facebook group called, "I read Business 2.0 -- and I want to keep reading!" The Facebook group caught the eyes of many industry leaders, including Craig Newmark of Craigslist; Ned Desmond, president of Time Inc. Interactive; Matt Cohler, VP-strategy at Facebook; and Josh Quittner, Editor in Chief of Business 2.0, just to name a few. Within a day of the group's inception, more than 160 members had signed up.
Carmichael's effort begs the question of whether or not fan enthusiasm is enough. Will the Facebook group and its legions of heavy-hitting members be enough to stop the magazine from walking the plank? The hard numbers -- Business 2.0's ad pages declined 34.1% in the first half of the year -- are not encouraging, but members of the Facebook group hope their Business 2.0 love will turn things around.
In a recent AdAge article, Carmichael is quoted saying, "I don't know if Time Inc. might be swayed. It's merely a P&L question for them. What might be more interesting is if current or potential advertisers take notice of the audience." Some, such as Business 2.0 Editor Josh Quittner, wonder how adept the internet and new media -- often perceived as competition for print media -- will prove in saving a magazine.
Learn more (New York Times)
Learn more (Advertising Age)
Learn more (Fast Company Blog)