11/27/2008 05:12 am ET Updated May 25, 2011

Forbes Magazine Turns To Steve Forbes For Calm During Financial Storm

On Oct. 10, Forbes magazine employees anxiously arrived at work. The previous afternoon, a Thursday, the Dow Jones industrial average had closed below 9,000 points for the first time in five years, a drop of almost 700 points.

The staff was called into an emergency meeting, where editors decided to rip up their next issue. The economy was in trouble and so, potentially, was Forbes, a free-market proponent that had proudly marketed itself as "The Capitalist Tool."

Instead of their planned cover, they wanted something that would address the upheaval. Their solution? Their own boss, Steve Forbes, the company's chairman and an economic adviser to John McCain.

On the cover, which arrived on newsstands Friday, Mr. Forbes, wearing a suit and tie and smiling optimistically, appears under the line "How Capitalism Will Save Us." Inside, Mr. Forbes assures readers "if sensible rescue efforts continue -- and they will -- the immediate crisis "will quickly pass" and advises against "regulations that stifle innovation."

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