Mystery Conde Naste Magazine to Hit News Stands
By jason - up to 2007 (archived) • Apr 9th, 2007 • Category: News for Creatives (archives)Creating a buzz, Conde Naste is to unveil a new magazine called “Portfolio.” Folio Magazine brings in the news:
“Billed as a business publication with big, bold articles and dynamic visuals, Portfolio is not only the biggest launch of the year, it’s also the most mysterious. What is this magazine all about? Who will it compete with? Conde Nast is mum.
Despite the big bankroll (sources say close to $100 million is being spent on the launch) and brand recognition that comes with being a Conde Nast brand, there’s been no fanfare surrounding this launch. The marketing strategy is extremely low-key. There’s no grandiose launch party planned, just a small party for staffers to celebrate the first issue. And the Web site is nondescript, carrying just a handful of stories, available only to subscribers of the magazine. Even a Yahoo search for the publication using the keywords “portfolio” and “magazine” brings the Web site up in a disappointing 8th place.
Why so quiet? “I do make the assumption that it’s a deliberate marketing effort to build interest in the magazine,” said publishing consultant and blogger Paul Conley. “Perhaps, it’s an unusual way to build interest. But it’s worked in some ways.”
Here’s what we do know about Portfolio:
Though the first issue will debut this month, the second issue will not come out until September.
It will open with a ratebase of 300,000. The ratebase will increase to 350,000 in September.
A new and presumably better Web site will launch the same day that the magazine hits newsstands.”
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