Conde Nast biz magazine name: Either "Quote" or "Portfolio"

Women’s Wear Daily is reporting Thursday that the much-anticipated new business magazine from Conde Nast is about to decide on its name, and the paper reports that it expects either Quote or Portfolio to be the choice, with Quote as the front-runner.

WWD reported, “A spokeswoman for the Condé Nast Business Group wouldn’t confirm the final choice, but acknowledged the magazine will be called one of the following: Quote, Portfolio, File or Currency. Sources familiar with the launch said recent internal discussions had narrowed that list even further, to just Quote and Portfolio, with mockup covers made of each and the majority of staffers favoring the Quote logo.

“A formal announcement is expected Monday, and a placeholder Web site will also go up that day, bearing the new logo and — finally! — giving some indication of what the magazine will contain.

“The drawn-out search to find an appealing and available title has apparently been fraught with legal issues for Condé Nast (which also owns WWD). Among the additional names that were considered but ultimately cast aside were The Ticker (a business Web site already exists under that name); Tally (the trademark is held for business magazine use by an individual in Colorado); Condé Nast Business (the favorite of at least one corporate executive); Bonfire; Scoop, and B, which was said to be an early suggestion from group publisher David Carey.”

Read more here.

The Conde Nast Quote trademark application with the U.S. Patent and Trademark Office can be read here. The Conde Nast Currency application, which is almost identical, can be read here. The Portfolio application can be found here. The Currency application was filed in November, while Quote and Portfolio were filed in April.