A look back at BtoB's debut issue of March 27, 2000, shows how much things have changed over the past decade.
Launched in the midst of the dot-com bubble, the issue captured the optimistic spirit of the era. The lead story was the announcement by Daimler Chrysler, Ford Motor Co. and General Motors Corp. that they jointly planned to launch an e-marketplace for the automotive industry. Eventually called Covisint, the e-hub never became the world-changing site many thought it would be.
Scattered throughout the issue were stories on a number of eventual Internet casualties, including Enron and PurchasePro. Among the advertisers was The Industry Standard, a once high-flying, new-media publication that would later crash and burn.
The inaugural issue also included a list of 25 “e-champions,” among them Enron's Jeff Skilling and Ken Lay. Also on the list was Michael Packer, managing director at Merrill Lynch & Co., who died in the terrorist attack on the World Trade Center on Sept. 11, 2001.
BtoB is the fourth brand incarnation of a magazine whose heritage dates back to 1916, when it was launched as Class. Over the years, it was renamed Industrial Marketing and later, Business Marketing.