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Article: FAST COMPANY: READER PASSION IS AT THE HEART OF THIS SUCCESS STORY.
- Article from:
- Advertising Age
- Article date:
- March 8, 1999
- Author:
CopyrightCOPYRIGHT 1999 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Never mind that 3- year-old Fast Company already has exceeded its original business plan, or that its design, awarded 19 times over, is aped by start-ups and advertisers alike.
Forget for a moment that its ad pages grew 50.3% in one year, or that circulation rose a whopping 37% -- a feat unheard of for a recent launch.
What's most remarkable about Fast Company is the passion it evokes from its readers.
As hokey as that may sound, 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 -- dubbed "Company of Friends," -- in some 52 cities. Readers gather on the Internet or in ...