Fast Company: Reader passion is at the heart of this success story

Kerwin, Ann Marie
March 1999
Advertising Age;3/8/1999, Vol. 70 Issue 10, ps1
Trade Publication
This article focuses on the improvements in the performance of the magazine Fast Company in 1998. Fast Company is one of the few titles to come along this decade that stirs readers into a cult-like frenzy. It has fan clubs known as the Company of Friends in some 52 cities in the U.S. The fan clubs were organized by individual readers and lay claim to more than 10,000 members. The magazine's success is due in large part to good management and terrific timing. Backed by Mort Zuckerman, Fast Company made its debut in November 1995, as the business world shifted emphasis from top-down management to a bottoms-up view of problem solving.


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