Even Forbes Is Pinching Pennies

With its yearly list of the most fabulously wealthy and legion of articles lionizing business leaders, Forbes magazine has long been a synonym for riches, success and a belief that business, left to its own devices, will create a better world.

That last part has not worked out so well lately.

If there ever was a bad time to be named Forbes — and there probably is not — now might qualify. Their signature magazine, founded on the words of Bertie Charles Forbes, “Business was originated to produce happiness,” is struggling in an age of financial misery.

Although circulation has been basically stable at about 920,000, the average price per issue on subscriptions has been dropping steadily, which means Forbes — like a lot of magazines — is fighting to hang on to its subscribers.

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