Categories: OLD Media Moves

Fortune's Portfolio, and Portfolio's Fortune

The New York Times’ Pradnya Joshi notes that the premiere issue of Conde Nast Portfolio and last week’s Fortune magazine both used the names of each other in naming sections of their issues.

Joshi wrote, “As it happened, one of the featured articles in Portfolio on the investor T. Boone Pickens was headlined, ‘Fortune Hunter.’ And Fortune, in the pages leading up to its highly popular corporate rankings, ran an eight-page photo spread called ‘Portfolio.’

“Nobody is saying there was anything at work except coincidence and, in the case of Fortune, precedent. But if there were accidental slips going on in the minds of the magazinesâ€™ editors, it would have been understandable: the titles are competing for readers, writers and advertisers.

“‘We have been calling our photo essays â€˜Portfolioâ€™ since the magazine launched,’ said Danielle Perissi, vice president of communications for the business and finance magazines at Time Inc., which publishes Fortune. ‘This is a common industry term.'”

Read more here.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.