Ad industry loves Portfolio launch

Diego Vasquez writes Wednesday in Media Life Magazine that despite the criticism about the editorial content in the first issue of new business glossy Conde Nast Portfolio, the advertising community has given it two thumbs up.

Vasquez wrote, “While a lot of media buyers and planners have yet to see the premiere issue, which came out on Monday, those who have credit the publishing company with managing one of the smartest launches in memory.

“They believe Portfolio is well-positioned to compete among the existing pure business titles but still stand apart as a unique hybrid, focused on the nexus where business, lifestyle and luxury meet up, as a Vanity Fair of sorts for the business reader.

“And they credit Conde Nast for the way its sales staff sold Portfolio into media departments, patiently responding to criticism and doubts over an idea that seemed risky to so many, at a time when mainstream business titles have been struggling against the flight of readers and advertisers to the internet.

“‘I think it’s been one of the most well-launched magazines as far as how they engaged the ad community,” Heather Kruse, group media director at Fallon in Minneapolis, tells Media Life.”

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