Second issue of Portfolio crucial for future

Aarti Shah of PRWeek writes that the second issue of new business magazine Conde Nast Portfolio, which came out this week, is critical to its future success.

Shah wrote, “‘What they’re missing is the incredible opportunities available to a magazine that can incorporate the Web into the fabric of its mission,’ says Adam Penenberg, a journalism professor at New York University, via e-mail. ‘But they have separate leadership and seemingly contrasting missions.’

“And Penenberg doesn’t predict that the magazine will a make a lasting impression on the business press because it hasn’t shown itself yet to be an industry leader.

“‘The Web site is stale and predictable – so anything they try has got to be more creative than what they’ve accomplished thus far,’ he adds.

“Even so, the public might not be as forgiving. As print readership continues its dip, their attention is moving away from glossy covers – no matter how stylized and hyped.”

Read more here.