After much fanfare, Portfolio launch goes quiet
After generating tons of publicity in the past year by unveiling its name and making high-profile hires, Conde Nast Portfolio’s launch has suddenly become a very low-key affair, writes Folio Magazine’s Marrecca Fiore.
Fiore wrote, “Billed as a business publication with big, bold articles and dynamic visuals, Portfolio is not only the biggest launch of the year, itâ€™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, thereâ€™s been no fanfare surrounding this launch. The marketing strategy is extremely low-key. Thereâ€™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 itâ€™s a deliberate marketing effort to build interest in the magazine,’ said publishing consultant and blogger Paul Conley. ‘Perhaps, itâ€™s an unusual way to build interest. But itâ€™s worked in some ways.'”
Read more here. The new business magazine magazine rolls out April 16 in New York and April 24 in the rest of the country.