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Business 2.0 magazine, founded in 1989, rode the "New economy" to extraordinary success. In its second year of publication, it sold 2,000 pages of advertising, perhaps a record for a monthly newsstand magazine. But its fortunes collapsed with the burst of the dot-com bubble. Companies cut their ad pages and the bloated magazine shrank to a mere ghost of its former size. While the companies were running like rats from a sinking ship, Wharton Professor David Reibstein points out that the shrinking competition could have made this an ideal time to advertise in the publication.
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