The Industry Standard: Dot.Com Glossy

With an IPO, The Industry Standard aims to be part of the hot story it covers

Every Friday night outside a four-story brick building in downtown San Francisco, a line of people winds around the block to get into one of the city's most happening parties. It's not a hip dance club--it's the weekly rooftop fete held by The Industry Standard, an upstart weekly that bills itself as "the newsmagazine of the Internet economy." What draws attendees to the Standard's cocktail party is the same phenomenon drawing readers and advertisers to the magazine, the desire to get the inside track on an overwhelming, giddy revolution. Free drinks help, too.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.