Larry Dobrow of Advertising Age writes Thursday about what makes Forbes unique among business magazines.
“Beyond the aforementioned travelers-are-pigs argument, there are two ways to explain the glut of abandoned issues. First, that Forbes stimulates such deep thought in its readers that they lose the ability to keep track of their possessions; or second, that readers are so put off by the mag’s relentless yay-for-capitalism thrust that they must divorce themselves from it suddenly and with great malice.
“It’s probably a combination of explanations one and two. Forbes may be the most thoughtful of the business mags, the one that cares least about the personalities of the execs and companies it covers and most about their place in the larger scheme of things. At the same time, Forbes is the most strenuously, joylessly on-point publication I’ve ever read, so smothering in its pro-biz mission as to make me yearn for a fluffy, speculative report on Britney’s finances.”
Read more here.
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