Portfolio prototypes circulating; launch nearing with web focus

The New York Observer has a piece in Wednesday’s paper about the upcoming launch of Conde Nast’s new business magazine, Portfolio, that notes that prototypes are circulating in its offices.

Michael Calderone wrote, “But the glossies on the stands will only be part of the launch. What appears to be emerging is a test case for Condé Nast, which has struggled to make its presence felt on the Web.

“Portfolio will follow the path laid down by Men’s Vogue and Vanity(which relaunched in October with significant Web-only content). As with those sites, Condé Nast has teamed up with Avenue A Razorfish to develop Portfolio’s Web site.

“But once it’s set up, it’s the editorial staff from the magazine that will be keeping things moving.

“‘Print writers are definitely writing for the Web,’ said a source with knowledge of Portfolio’s Web strategy; however, ‘not every single writer is going to have a blog.’

“Portfolio is a magazine being born in the 21st century,’ said Mr. Eichenwald. ‘Any magazine coming out now cannot look at the Web as just something to put an article on; it has to be viewed as part of the whole.'”

Read more here.