The much-beloved but oft-battered Fast Company magazine -- now entering its third life -- appears to be in capable, passionate hands. Sold twice since it was launched in 1995 by a group of
Massachusetts investors, the book recently moved from Gruner + Jahr to Mansueto Ventures, of which Jay Goldberg, late of Men's Fitness, is publishing director. "We practice what we preach," says
Goldberg. "We're not about big-company practices. We're not going to recover through being commoditized, and we're not going to be able to fight Time Inc. on economy of scale. We'll do it through our
own unique strategy. We're nimble, and we're moving fast. By 2009 we hope to return to 2001 ad page levels. If we can do that we'd be profitable, or near profitable." Fast Company has undergone so
many challenges in the last couple of years -- staff defections, new ownership, change of editor-in-chief, questions about its viability in the marketplace -- that Goldberg will have his hands full
for a time. What he has got going for him, however, is the loyalty of Fast Company's readership. The magazine has attracted a solid core of young-ish, cutting-edge business leaders with interests in
workplace issues, product marketing, and innovative business strategies. If it can build on its small but valuable franchise -- Goldberg promises to create "a moat" around the franchise -- it has a
chance of living well into its third life.
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