Journalists are a stubborn bunch. Just try sometime to get them to do a task that isn't in their job description, and you'll see their eyes narrow, their shoulders drop, and minds go to work considering possible routes out of said task.
So it didn't come as a huge surprise when a publication finally decided to provide some incentive to get its writers to do something new. What was surprising was the way in which it did it. Business 2.0, a ...