Gawker
As you might have heard, Conde Nast's Portfolio launches today. The most important business magazine of its generation, Portfolio starts life with 185 ad pages in a 332-page issue. Cond
chair Si Newhouse says the book was "inspired by a positive response to business articles in Vanity Fair and The New Yorker, although he could not recall precisely which ones." (We have the same problem!) Conde 's willing to dump around $125 million into making the mag a success, but some see the publication as a shot across Time Inc.'s bow. In any event, it's the little things that make the difference. Like the pillows in the "idea lab."
Portfolio's executives are playing up their differences. For example, in a converted 11th-floor conference room, a place [publisher David] Carey likes to call his "idea lab," black leather couches from Design Within Reach are accessorized with throw pillows. On one side of each pillow is the gray pinstripe often used in Portfolio's branding; on the other, fuchsia satin is meant to signify luxury and includes a corner strip of the magazine's logo. "[Advertisers] come here, admire the pillows, and by the time they get back to the office, there's one waiting for them," said Carey proudly.Meanwhile, over at the magazine's website, economics blogger Felix Salmon is already trashing the articles. Maybe they didn't send him a pillow.
Open For Business... [WWD]
In a Troubled Time, a New Business Magazine [NYT]
Conde Nast's Portfolio's Deep Pockets [ABC]
Magazine Wars [NYP]
Comments
I'm hearing that many businesses are sending their employees home early so that they may buy and enjoy the debut issue. Kind of a quasi national holiday.
I remember years ago a roomate of mine came home from a temp job depressed that she had spent the whole day taking dictation at a meeting of people debating the colors of nex Dixie cups. My new goal in life is to be the person who chooses colors for pillows.
Heh. After checking out that blog, all I can say is: Is Tom Wolfe supposed to be the real-life male counterpart of Becky Bloomword (the heroine of the Shopaholics novels, who at the beginning of the series faked her way into financial journalism)?
If so, I hope that he has a better grasp on his personal finances than she does... ;)
What I look for in a business publication is superior office accessories. And when I'm looking to hire an architect, he or she better know how to fly fish for tarpon.
Do we need to go through this again?
Premier: An adjective that describes something that is first in rank or importance.
Premiere: A noun that is the first performance (generally of a play or film, but a magazine works too).
@Clare: Seriously. If you're spending $125 million to make the mag a "success," just go nuts and hire a couple of fucking copy editors. Christ.
@Clare: Actually the issue as pictured is only for prime ministers of a parliamentary governments and is therefore correct.
"Idea lab" = "place to workshop with the Hedge Fund purchased prostitutes"
As every good portfolio manager knows, if you have a good model, just go with you.
Portfolio = Cargo w/ articles. I give it two years.
The pillow is a great merch branding tool, because even in it's first issue is tired and needs a blankie and put off to bed.
I wonder about the business sense of advertisors who take out 50k-100k page ads in this Conde Nast fantasy, and what that says about American style business practices as a whole. Is your target market He-Man fans who want to see Tiger Woods sold like a piece of meat at Nasdaq? If so, have a pillow!
And what Clare said.
Power plus glamour... sounds like "George" the Second.
Do you need to prove your net worth before buying a copy?
Premier! That's insane, just totally insane.
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