I read a lot of business press. I find most of it pretty boring.
I picked up a copy of Business 2.0 this week. I was prompted by this highlight article from CBS Marketwatch. I wanted to experience the hipper version of Fortune.
The feature this month is “How to Succeed in 2004”. They talked to 18 people about everything from nanotechnology to bridge. I don’t feel any smarter after reading these little snippets. I don’t know what to do with business advice that is delivered as trivia.
The one article I did enjoy was “The Rise of the Instant Company”. I am going to subscribe for a year and see if it is worth the time to find the one good article each month.
Here is what I am looking for:
I want a magazine that makes me smarter.
I want a magazine that will make me think about business a different way.
I want a magazine that will inspire me.
Fast Company used to do that. There was energy and excitement that fueled the magazine. They told stories about interesting people and their companies and you heard about them first in FC. I looked forward to every issue.
With the dot com bust, some say FC has run out of things to talk about. I don’t think that is the case. There are always interesting things to write about, but something at FC has changed. All of the articles now are PR pieces for people who are releasing books. It also seems the new editor John Bryne has decided to make FC a magazine that reports about business. The Wal-Mart piece in this month’s issue is a good example. Great reporting, not very inspiring. The one place you can still find inspiration is in Seth Godin’s monthly column.