Friedman is rooting for Fast Company

Marketwatch media columnist Jon Friedman writes Friday that he hopes business magazine Fast Company can survive and thrive while competing against bigger biz glossies such as BusinessWeek and Fortune.

Friedman wrote, “When John Byrne, who now leads BusinessWeek’s Internet effort, was editing Fast Company, it was recognized as a serious, creative publishing force.

“It still is all of that — and even more — under current editor Robert Safian, who has had a big advantage over his predecessor who struggled under the magazine’s perpetually shaky owners. Safian has been helped greatly by publisher Mansueto Ventures, controlled by Morningstar founder Joe Mansueto.

“Safian has managed to present a good-looking, classy read while upgrading the magazine’s look. He can count on such stars as writer Ellen McGirt, who came over from Time Inc., where she helped Fortune and Money stand out, to make a difference, too.

“Fast Company offers an authoritative tone. Readers get the impression that the articles have been vetted doggedly for accuracy. The pages don’t reek of hype, as is often the case with competitors who tout the ‘biggest’ and ‘best’ survey winners.”

Read more here.