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Brand Autopsy: Is Fast Company Still Fast?
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Is Fast Company Still Fast?
I’m an unabashed Fast Company evangelist.
My devotion began with the October November 1996 issue . Never before, and never since, has a business magazine spoken to me as Fast Company did and still does. Instead of focusing on the dry, impersonal, and corporate side of business, Fast Company presents business in a vibrant, personal, and optimistic light.
But is Fast Company still fast?
I’ll admit there was a time (post dot-com meltdown and pre-John Byrne becoming editor-in-chief) where Fast Company seemed to lose its way. The articles lacked the zip and relevance they once had. And, the design of the magazine became too slick and too sterile.
However, I believe Fast Company is getting back on track and regaining more velocity with each issue under John Byrne. To me, Fast Company is still fast and I still look forward to inhaling the latest issue as fast as Kobayashi inhales Nathan’s Famous Hot Dogs.
But, according to a recent Media Life survey , media buyers and media planners believe Fast Company has lost its focus/relevance and Gruner+Jahr , its publisher, should strongly consider pruning Fast Company from its roster of titles. Media Life reports since January 2004, Fast Company has experienced a 27% decline in ad pages and a 3% drop in newsstand circulation.
Also included in the survey was an opened-ended question where media buyers and planners responded by saying: “Fold Fast Company into Inc.”
“Those at Fast Company have had over three years to fix what’s wrong but can’t seem to do it. Four publishers and four mark"
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