The Case, and the Plan, for the Virtual Company

August 25, 2010  |  

(Inc) — On a chilly Monday morning in early February, 30-odd reporters, editors, designers, and the rest of the sundry crew that makes this magazine gathered in a conference room to discuss our next issue. These monthly meetings are typically a time to talk about how stories are coming along, plan art assignments, and make small talk. But this meeting was different, because the issue we were planning — the physical magazine you are holding in your hands — would be produced by a company that was not itself entirely physical.

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