I've been a subscriber for just a couple of years, but in that time it made the cut when I did a serious "print subscription purge" a while back. It filled the gap nicely between two other magazines I subscribe to - Wired (for tech coverage with little "business" angle) and Business Week (for the decidedly non-tech business-y stuff). The closest thing I've found to Business 2.0 has been "Inc" magazine, which doesn't have as strong a tech angle and isn't usually one I read from cover to cover.
Most telling, it's one of the few magazines I've had where people who see it on my desk want to read the issue when I'm done with it... guess I should have told them to buy their own.
It sounds like Business 2.0 has actually been on the upswing (no small feat for a print magazine in these "content wants to be online... oh, and free to access" days), but its publishers (those AOL-acquiring, 3.2-billion-wasting, internet-music-hosing geniuses at Time Warner) decided that B2.0's new numbers may be coming at the expense of Fortune. Can't have that, so the smaller tech rag gets the thumbscrews.
The coverage today doesn't make it clear whether this deal is 100% done and there was an effort to get a "show your support" FaceBook group going. If it is a done deal, I guess I'll have to look at the silver lining here -- a shorter to-read stack on my nightstand.