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, 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 8^th 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.'”

Read more here. The new business magazine magazine rolls out April 16 in New York and April 24 in the rest of the country.