"Portfolio promises to be different enough from its rivals—Fortune, Forbes, Business 2.0, Fast Company—to sell ads when they can’t seem to anymore. But according to its publisher, David Carey, whose career credits include running the business side of The New Yorker, SmartMoney, and, earlier this decade, an ill-fated combination of Fast Company and Inc., the slide of Portfolio’s competitors represents an opportunity. He rattles off a list of brands—Microsoft Xbox, InStyle, Fox News—that thrived in supposedly saturated markets. And Condé Nast does pull off upsets: Two-year-old Teen Vogue sells more ads than its competitors by appealing to the children of the affluent (think the popular girls from Heathers), who are more interested in pricey fashion than in relationship advice. Portfolio’s supposed to appeal to their dads. The premiere issue promised ad buyers an average reader who’s a wealthy, 42-year-old male, and claimed there’s a 30 percent chance he’s a “C-suite” executive (i.e., CFO, CEO, or COO). "
from NY Mag's article on Portfolio "Will Portfolio Prove the Nay-sayers Wrong?" April 2007 Click Here
- 300+ pages
- "Wall Street", Business Magazine
- "C-level executives who, in our experience, do not respond well when people talk down to them." dealbreaker.com
- Competition: Monocle?
