The magazine failed to make sufficient profit and was shut down, with the final issue being published in October 2007.
The publication's early competitors included Fast Company, the Industry Standard and Red Herring.
Having originally found success with wonky examinations of the interaction between technology and business, later on in its run, under the ownership of Time Inc., the magazine broadened its focus, running cover stories on topics ranging from real estate[3] to employment trends[4] and outer space.
Josh Quittner, the editor since 2002, who had previously helmed Netly News and ON Magazine, led a team that published out of the Fortune Group of Time Inc.
In its first issue (coverline "New Rules") it included a specially printed insert devoted to "The 10 Driving Principles of the New Economy," adding an eleventh (partnerships) to the list in 2000.