Ad pages down for next issue of Portfolio

Crain’s New York Business is reporting that the second issue of Conde Nast Portfolio, the new business magazine, won’t have as many ad pages as the premiere issue.

Crain’s reported, “Publisher David Carey was pressing the flesh last week during the final stretch of his race to fill Conde Nast Portfolio‘s second issue with ads. He met with clients to share enthusiastic e-mails from some of the business title’s high-profile readers, media buyers say.

“His efforts to retain all his advertisers haven’t been entirely successful. The debut issue, which arrived in April amid tremendous hype and mixed reviews, had 185 ad pages. The September issue will have roughly 120, a Portfolio spokeswoman says.

“One executive at a major media-buying shop explains why some clients whose ads appeared in the first issue will not return: ‘They expected a more hard-hitting, substantive business environment, and what they got was a fashion-centric, business-as-background type of Conde Nast title,’ he says.”

Read more here. The Portfolio spokeswoman said that the ad count for the next issue is in line with projections.