MediaBuyerPlanner: The long-awaited and much-hyped business magazine from Conde Nast, Portfolio, hit the stands yesterday – all 332 pages of it.
The premiere issue has 95 advertisers and 185 ad pages, 53 of which are business-to-business, reports BtoB. Twenty of them are new to Conde Nast.
The magazine boasts stories that match writer and subject in the style of Vanity Fair, with Tom Wolfe writing on hedge funds (photographs by Annie Leibovitz) and Michael Lewis writing on jock exchanges, or trade in athletes, writes The New York Times.
While business magazines have been in troubled water recently – circulation has been flat or falling for the last few years for Businessweek, Forbes and Fortune – chairman of Conde Nast S.I. Newhouse believes Portfolio will help the whole field.
“I don’t think we’re going to trample on Forbes or Fortune,” he is quoted as saying. “We’re going to bring excitement to [the field], and we’re going to bring luxury and fashion advertisers into it.”
Portfolio, nearly two years in the making, has 75 editorial people for the magazine, 40 working on the website and nearly 50 on the business side. The next issue will appear in August, and it will be published monthly thereafter.
The website will house all the articles from the magazine and will also report breaking news. Bloggers will post three to five times daily. There will also be videos and interactive features.
Related stories:
- ‘Fortune’ Sees Third Top Ed. in Six Years
- ‘Shattered’ Holds Stock Picking Challenge for Businesswomen
- Prediction: New Magazine Launches to Plummet 17 Percent
- Business Media Execs Welcome Conde Nast’s Portfolio
- Conde Nast Names Business Mag ‘Portfolio’
