Sub-Standard.(Industry Standard mismanaged)(Brief Article)

Advertising Age, August, 2001

In the end, the once-highflying Industry Standard was just another failed dot-com. What a missed opportunity. Management and owners ultimately squandered their chance to recast it for a market that had changed.

The old Standard did not fit into a new-economy market gone bust. Its staffing, cost structure, ambitions and IPO greed were stuck in the anomaly called 2000. Its management needed to take a brand that helped define the Internet economy and restage it as a technology magazine for what's ahead. That did not happen in time.

The Standard had options. It could have reduced its weekly frequency, slashed its expenses enough to survive into next year and come to terms with its main financial backer, International Data Group, which knows how to manage...

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