With a full-spectrum of small business magazines to choose from, it’s often difficult to determine which has “meat” and delivers the goods for your money, and which doesn’t measure up. My interest lies with the ones that will offer benefit those engaged in the ownership and operation of a small business. Mine will always be a small business, regardless of its size, number of employees, or annual revenues. The small business vision is what keeps it personal, keeps it responsive, and keeps it profitable.
Many small business publications are actually fronts for franchising organizations, or attempt to push technology where a note pad, telephone, and adding machine will suffice just fine, thank you. Several approach content from the perspective that a “small business” is one with at least $10 million in annual revenues and have a complicated organizational structure. Their articles read like a Fortune 500 business plan, and the people they write about are business celebrities. In short, these are either too boringly technical, or read like a “People Magazine: Millionaire’s Edition!”
There are three publications, however, that are highly recommended for inclusion in everyone’s business subscription list:
Forbes (www.forbes.com). While this is reputed to be a periodical for the very wealthy, it is full of just plain ‘ol business common sense, facts and comments for those engaged in business of all sizes and at any level. Content is written in a highly personal style by experts. When read over coffee or tea, one feels that they are sitting across from the author and “talking business.” I have been a Forbes reader since the days of Malcolm Forbes and regard each issue as yet another course of study in my life-long business education.
Inc. (www.inc.com). My introduction to Inc magazine was on an airline flight between Houston and Dallas, when I read it’s very first issue, which had been left in the seat pocket by another passenger. The issue contained one of those annoying subscription cards, but I was impressed enough to mail in the card and was a loyal subscriber for the duration. This had to be at least for the past thirty years or so!
Inc offered sort of a ”hands-on” guidebook for business by chronicling ongoing case studies of innovative people, their business start-ups, their successes and — in some cases — their failures. Readers were able to follow, in real-time, the lives of so many from their first garage shop, kiosk, or storefront to wherever their business destiny turned out to be. Some still continue to be covered to this day and some, such as Norm Brodsky, are now regular contributors and continue to share their experiences as mentors-in-print.
In all fairness, I must disclose that I recently allowed my Inc subscription to expire and am deliberating whether or not I want to renew it. There is nothing wrong with the magazine and I cannot praise it enough. The problem is that it has remained youthful and energetic while I, at age 63, have become old. I find that I no longer identify with the new generation of entrepreneurs (I hate that word…it’s so pretentious sounding) or their product/service offerings. Also, there is the sting of recognition that I have become too old to duplicate their accomplishments! To do so would take a youthful energy and vision that, sadly, I no longer possess.
Still, if you are under the age of 55, Inc magazine remains a must-read for every business person.
Finally, there is Entrepreneur (www.entrepreneur.com). This magazine is a relative newcomer to my reading list. How long it has been published is unknown to me. I spotted my first issue on a newstand in 2006, bought it, and a few weeks later began my subscription. Although many of its articles deal with youthful entrepreneurs, this magazine is sort of “Inc with a wider age-appeal spectrum.” In reading it, I feel as though I am being coached and encouraged, rather than being left behind by all the young whippersnappers chronicled in today’s more youthful Inc.
There you have three recommendations. You would be best served by subscriptions to all three, but at a minimum you should read at least two of the three. As you read, you will find yourself in the company of good, old and trusted friends for a lifetime.
Now it seems they don’t really care. In their twisted little minds “We the people” has been replaced by “We the Congress.”