Nat Ives of Advertising Age writes Wednesday that a Facebook group has been created to try to save business magazine Business 2.0, which is in danger of being shuttered by parent Time Inc. in September.
“How big it grows — and whether fan fervor is enough to save a magazine with sinking ad pages — remains to be seen. Among a bunch of challenged business books, Business 2.0 has caught some worried eyes with its 34.1% decline in ad pages over the first half of the year, according to the Publishers Information Bureau. And Time Inc. has been unwilling to guarantee Business 2.0 will continue publishing. ‘It is true that we are taking a look at the title, but no decision has been reached at this point,’ a spokeswoman said.
“Colin Carmichael, the reader who started the group, said he had been invited to lots of ‘save this, save that’ groups on Facebook and wondered how Business 2.0 readers might respond to similar call. ‘I don’t know if Time Inc. might be swayed,’ he said. ‘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.'”
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