Still Finding Itself

I got 'Business 2.0' when 'Red Herring' ceased publication (unfortunately.) I have a love/hate relationship with 'Business 2.0' and go back and forth with alternating issues on just how I feel about it.

In the pro column, it has excellent reporting on new and evolving tech companies which are breaking the mold and leading the world into the future. For that alone it is worth keeping. It keeps me up with what's happening in the business world (especially the tech world) better than any other magazine I read. I would buy it for this reason (and no other) alone.

In the con column, it seems to be frequently unfocused and runs articles you would expect to find elsewhere. This is especially true when it tries to be all things to all people and reviews things like cars and gadgetry. (Note to the editors: there are many other magazines that cover those things, and do so better and more authoritatively than 'Business 2.0', so stay focused.) Honestly, this distraction factor was almost enough for me not to renew my subscription simply out of annoyance. In the end I did renew, but like I mentioned previously, only for the coverage of tech companies.

'Business 2.0' has the kernel of a great magazine inside; it just needs to stay on target better to get there. Three stars.

Please.....

This magazine needs to be put out of its own misery.

New Economy rag with great potential.

The reviews for this magazine run the spectrum from "must read" to "waiting for my subscription to expire." Frankly, I would think most magazines would carry that type of baggage. I've been subscribing to BUSINESS 2.0 for more than two years and continue to enjoy it (it's not my favorite but I'm not cancelling either). Consequently, I would gauge my perspective as somewhat grounded toward the upper end of the enjoyment scale albeit not solidly.

Business 2.0 could be called a "New Economy" magazine, trumpeting the experiences of today's entrepreneur and proven giants and providing insight into "NE" business ideas and concepts. While I wouldn't call this a tech-based magazine, it certainly is slanted toward tech. For instance, the February '03 issue displayed Michael Dell as the coverboy and dove into the "Dell" business strategy questioning whether it was a model substantial and flexible enough to morph into other ventures. So, we have a tech-based company along with a discussion of business strategies and models. A mix of tech reporting and business concepts to be sure. This is the flavor of most of the articles contained in each issue.

Most articles are well written and provide a reasonable level of insight into a particular story or concept. One of my favorite staff writers is Andy Raskin (Raskin is famous in his own right. A tech entrepreneur cum journalist. Raskin writes for this rag, Inc. magazine, Wired magazine and a host of others including The Coffee Journal!!). In the same February '03 issue, he tackles the obscure subject of "Category Management," defined by Raskin as "a bizarre and controversial [concept] in which the nation's biggest retailers ask one supplier in a category to figure out how best to stock their shelves." This was a fascinating article; one obviously not slanted toward tech but certainly fitting the mold of New Economy business concepts. And, if you're not into the magazine, the BUSINESS 2.0 website is smashing. It contains additional treats over and above that found in the magazine.

My general gripes about BUSINESS 2.0 are composed of the "enigma" articles, those with seemingly no point but massive levels of "tech" filler. It would seem each issue has this type of article although they don't seem to be prevalent when looking at a particular issue as a whole. All-in-all, a very solid read with a dramatic level of future potential. This potential lies in the editors acumen in attracting and retaining the writers the magazine currently enjoys. If their track record continues, I suspect we'll see this become a top-flight rag within the next few years.