They are the GE of publishing. We’re here to be #1 in the category we will wear you down with professionalism a crack sales staff and if need be - we will out-write you … or in the case of VOGUE we will sell so many ads you will just curl up and sob loudly.
It seemed like a first rate idea when Conde Nast announced they wanted to launch a business magazine … if there’s anything that today’s world is about it’s the business of business - from the time you are speaking as an ankle-biter you are saying things like. “Just Do It,” and. “I’ll have a Bud.”
It used to be an orderly world. Large corporations proclaimed what they were going to do in quarterly and annual reports and held news conferences. They hired ad agencies and keep that relationship for 30-50 years … the ad agencies were full of guys in white shorts narrow ties and expense accounts to take reporters to lunch. Unless you had millions no broker would call you back with a quote - after all what’s difference is $.25 change for a $33 dollar stock - you can read the stock quotes in tomorrow’s paper and wait for your quarterly statement from the brokerage house - what’s your hurry. If the “Dow” went up or down $3 a day it was major news …
Fast forward to 2007 and really. I mean - fast forward to 2007 … if you don’t get SMS from your brokerage or website you might miss a $3 BILLION dollar meltdown between 11:45 and 11:55 … and that’s just Countrywide Mortgage … There are swings of 30% in stock if it’s a good or bad day … and of course billion dollar companies and 140 year-old accounting firms can fold up overnight … and relationships with ad agencies? The ad agency guys want to make ads to win the featuring midgets. Salvador Dali look-alike and 100 CGI stroking a white cat … and of course you sell jet turbine parts … the best ads are on YouTube where two fat guys in Decatur had a free afternoon and the neighbors video camera … at least is still around.
What once so aptly summed about the business of Hollywood. “Nobody Knows Nothing,” now applies to EVERYTHING in business. A real life Homer Simpson runs NBC you can better than the ones created by Earth’s own forces and 55 day traders have highjacked the crude oil contract exchange.
Who is Portfolio aimed at? You know the cliche in the movie where a guy sits on a wide expansive veranda and he’s wearing a big Panama hat a linen suit smoking a cigar and his housekeeper brings him a pitcher of mojitos and when you look out you see indentured servants toiling in the fields of some small Central American country?
FORTUNE was aimed at senior managers and directors aimed at more supervisor managers and investors and FORBES - the personality of the bosses and international news … and during the dotcom boom they were joined by FAST COMPANY about managing and empowering people and later: INDUSTRY STANDARD. BUSINESS 2.0 and a few others who were basically the SPORTING NEWS of the dotcom boom … who are the hottest players and how they like to shine their bats … and WIRED while not technically a business magazine - straddles the areas of technology business & pop culture and of course the business behind all that …
Of course. BW. Forbes & Fortune are aimed at a general audience now … Fast Company abandoned the empowering thing and is just another business mag rag … most of the dotcom “scorekeeping” mags have folded (B2 was just let go recently).
WIRED still rings true to its original point of writing for the Silicon Valley interested … whether you’re in Silicon Valley or not … while not as great as the first idiosyncratic 3-4 years it’s still plenty interesting and a must-read.
The does a great job on the day-to-day stuff along with nice analyses … mainly the nice thing is their writers actually know what they are talking about no matter how arcane the industry.
Honestly most people now could care less about putting any business types on a pedestal of any kind after all that has happened and of course the people who often are interviewed are exactly the OPPOSITE of who people want to hear blather about business … it’s the people who DON’T TALK that people want to read about … or in today’s world no one wants undue publicity for themselves or their company - trade secrets professional jealously or why confirm your game plan or even why show off YOUR rising stars so some other company can snatch them away?
If the in-depth analysis is too good isn’t that just giving the book idea away? Or in the case of business world now maybe an entire COTTAGE CONSULTING gig?
The problem with the business of business writing is exactly like NCAA Basketball Division 1 … how many juniors and seniors are still in college playing hoops that are great players? Some but it’s all just a stepping stone …
Let’s borrow the typeface from the NEW YORKER (well not exactly a lift but in some bizarre tribute. Portfolio decided on a typeface to evoke Art Deco New York … uh isn’t Art Deco New York like 1932? While a 70 year old typeface might seem appropriate for an arching literary magazine like the NEW YORKER it doesn’t quite work for a business magazine).
… and borrow some random charts design elements from DETAILS (which is really a lifting of the non Conde Nast magazines design of NEW YORK magazine … already paying tribute to SPY magazine … so how many magazines is that removed?)
… and if the length of a feature in the NEW YORKER indicates intellectualism … then by golly we can do that same thing from our brethren publication … sometimes for no reason … don’t think we can write 40,000 words on cardboard we’ll show you!
… of course we need the hipness quotient from our West Coast brethren. WIRED … who manages to pull in print the look & feel of the short attention span & disheveled feel of a half-shaven dot-comer with wild in the sky ideas … like a real dot-comer some ideas that only naiveté conviction could make it work like FACEBOOK some half-baked idea that ultimately is cool like SKYPE and the plain weird that actually is almost something like TWITTER but then WIRED in the hands of PORTFOLIO comes off like Microsoft’s “social network.” Too much copying not any heart. Too much robot not enough cyborg.
… and the worst feature of most all of Conde Nast’s books let’s annoy our readers by splitting every freakin’ article in half … are they telling us the last half is not worth reading? Because in 90% of the cases. THAT IS EXACTLY WHAT I DO … I stop reading it. I am not going to look for the second half of 40,000 words on cardboard. You got me hooked in the beginning but then you lost me … let me ask the editors this … when a writer sends an email with their feature and you print it to read do you only print 50% of the pages read it - then go have lunch knit your cat an afghan and then read the rest of the pages and write GREAT on it? (this is what I imagine happens at Conde Nast
It’s a manager who’s looking for insight and information to slap down in front of their boss (or forward in an email or meekly sneak it on their table) to say see they is doing this … we should too! Or to get a glimpse at managers/employees at some other business handle the business of business …
Plus we have NO TIME. We already have 40 calls to make. 262 emails to answer. 5 conference calls and 3 meetings no one is sure who called the meetings.
I think your premise about ’summarizing’ being the solution to Portfolio’s problem is false. First of all how can you write summary length articles for a monthly magazine? The summarized stories are already old news so Portfolio basically must write longer in-depth analytical stories if in fact they maintain the monthly schedule. The real problem is that there is no place for a monthly business magazine in today’s business world. The business world is moving much too fast for a monthly magazine to be relevant. Why wait a month for a story that has undeniably been covered by BusinessWeek. Fortune or Forbes? The only reason to wait for such a story is because of superior writing. However is the writing that much better with Portfolio than what you might find in the other very fine business publications? Not likely. Therein lies the problem with Portfolio. Portfolio should dramatically change their format and focus perhaps on the personalities of prominent business people. Go after salacious gossip pieces cover cubicle life in the business world write about the human interest aspects of business. I subscribed initially but I probably will not renew unless they do something drastically different. I already get BusinessWeek and Fortune—BusinessWeek is the best in the business.
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