New York - Facing an advertising downturn, Time Inc.'s Business 2.0 technology industry magazine may shutter in September, The New York Times reported on Tuesday.

While paid circulation remained flat in 2006, at 623,000, advertising in the magazine was down 38% through July 9 of this year, according to the Magazine Publishers of America.

In addition to the ad woes, "current and former Time Inc. employees" told The Times that the decision to merge the ad sales divisions at Time's Fortune, Money, CNNMoney.com, Fortune Small Business and Business 2.0 has also negatively affected the publication, as "sales representatives stopped pitching the distinct appeal and audience of Business 2.0 to focus on the larger titles like Fortune."

Former Time magazine technology writer and Business 2.0 editor Josh Quittner also tried unsuccessfully to raise venture capital to purchase the title from Time Inc. earlier this year.

A final decision on the fate of Business 2.0 is still in the works, The Times reports.  

Related Links:
http://www.nytimes.com/2007/07/17/business/media/17mag.html