Portfolio aims for audience that's 40% female

Mediaweek’s Lucia Moses interviewed David Carey, publisher of the soon-to-be-released Portfolio magazine, and came away with some tidbits at its target audience and how it’s being sold.

Moses wrote, “In his first in-depth interview about Portfolio, Carey revealed other tidbits about the magazine, which is set to hit newsstands April 24 with a rate base of 300,000. That figure will increase to 350,000 for the second issue in September; it will publish monthly thereafter. Initially, more than 200,000 copies will be sold at newsstand; the rest, through subscriptions. Portfolio has been testing sub prices as low as $12, but Carey said charter subs should average $14 to $15—comparable with the leading biweekly business titles.

“Portfolio is aiming for an audience that’s 40 percent female and an ad mix that’s half-and-half endemic business/nonendemic. The first issue will carry more than 300 pages, half of them ad pages. Of the 95 advertisers in the launch issue, 53 are business-to-business, representing financial, technology and corporate branding ads. Of those, 20 are new to Condé Nast and 10 have done little business with the company in the past, Carey said.

“An editorial staff of 100 (print and Web) will produce the magazine; it’s two-thirds of the way through hiring. A companion Web site will be fully launched with the title, with blogs and a variety of content, most of which Carey said would be distinct from the print version.”

Read more here.