No editor's letter in latest Portfolio

Stephanie Smith of Women’s Wear Daily wonders why there is no letter from editor Joanne Lipman in the latest issue of business magazine Conde Nast Portfolio.

Smith wrote, “Though Lipman penned letters in the first two issues of the Condé Nast business title, she’s opted not to include one for the foreseeable future. ‘The first two letters were to introduce the magazine,’ said a Portfolio spokeswoman. ‘For now, there will not be an editor’s letter.’ However, the spokeswoman insisted, the option is open to bring it back.

“Some who received early copies of the October issue thought it strange Lipman opted not to include a letter, especially since she’s a highly visible branding tool for the magazine. And for a new title, the letter is where an editor can deepen his or her relationship with a growing audience. ‘An ed’s note really helps a young magazine to establish the tone and the sensibility that the magazine is presenting,’ said Stephen Perrine, editor in chief of Best Life.

“That said, consumers outside of media observers and New York generally don’t read them as closely. ‘I bet if you did any research, the media and paparazzi would be much more aware of the editor’s letter than someone in Detroit or Texas,’ said Martin S. Walker, a magazine consultant.”

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