Inc.’s Ledbetter talks about the magazine’s strategy and success

Dean Rotbart of Business Unconventional interviewed Inc. editor in chief James Ledbetter as the magazine celebrates its 40th anniversary.

Ledbetter has been at the top spot since March 2014. Inc. focuses on covering fast-growing and private companies.

Inc. magazine requires tax statements or a signed accounting statement from companies to be included in its Inc. 5000 list. The company must also be five years old.

Unlike Forbes, Fortune and BusinessWeek, which cover large, public companies often with huge revenue, Inc. focuses on small companies that are growing fast.

“That’s where the energy of the economy is coming from,” said Ledbetter. “And it gives us an advantage over our competitors.”

“It gives us a brand identity that is distinct,” he added. The magazine then benefits from the publicity when the companies on the Inc. 5000 list issue press releases about where they are ranked.

Ledbetter also noted that placement on the list is not a criteria for a company being the subject of an Inc. magazine article. In fact, he added, the magazine’s reporters and editors would be more interested in discovering a company not yet on the list.

To listen to the interview, go here.