Conde Nast Portfolio editor Joanne Lipman is profiled in the latest issue of Variety magazine, and she states that the lack of in-depth, narrative business journalism is a niche that the publication intends to fill.
Monica Corcoran wrote, “‘I always envisioned myself as a magazine writer,’ she says. Nowadays, as editor-in-chief of a glossy, she oversees a stable of thoroughbred writers (including Tom Wolfe) and editors whom she hand-poached from the New York Times, New York Observer and even her alma mater. ‘I went kicking and screaming into editing, but I can be more effective behind the scenes,’ she notes.
“During the process of putting out the 332-page premiere issue this past April, Lipman learned that the curtains never seemed to close at Conde Nast. Portfolio was scrutinized from every story assignment to punctuation point by other media outlets. She learned to ‘roll with it and keep focused.’
“Skeptics have focused on the fact that circulation and ad pages are flat for competing mags like Forbes and Fortune, but Lipman doesn’t worry. She sees Portfolio — think Vanity Fair with hedge-fund managers in lieu of Angelina and Brad — as a unique entry.”
Read more here.