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Subject: A day in the life of Portfolio - April16, 2007



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Ed’s sick of the rain...
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He got poked in the eye by an umbrella this morning!

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Toronto Ed2010 Happy Hour Tonight!
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Come meet the new Toronto host, Corinna vanGerwen, tonight, Monday, April 16th at 6:30pm in The Conservatory (second floor) at The Duke of York (http://york.thedukepubs.ca), 39 Prince Arthur Ave. It's steps from the Bedford Rd. exit of the St. George subway station.

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News
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1. New York Times
In a Troubled Time, a New Business Magazine
By KATHARINE Q. SEELYE
4/16/07
http://www.nytimes.com/2007/04/16/business/media/16portfolio.html?_r=1&adxnnl=1&oref=slogin&ref=business&pagewanted=all&adxnnlx=1176733994-rl+aCqKzwcCAOyx2vacdvQ

Joanne Lipman, the editor of Portfolio, the new business magazine from Cond? Nast, tapped gently last Monday on the door of David Carey, the publisher, and then burst into his bright Midtown corner office.

It’s here!” she said, grinning and handing him a copy of the much-anticipated debut issue of Portfolio. Lush, photo-rich and thick with ads (185 ad pages in a 332-page issue), it’s an unmistakable stablemate of Cond? Nast’s Vogue and Vanity Fair.

The cover photograph isn’t of John F. Welch Jr. or Bill Gates but a rooftop view of Manhattan, golden lights glowing in anonymous office cubicles — a homage to Berenice Abbott, who documented New York’s changing cityscape in the 1930s.

MORE ONLINE

2. New York Post
FORTUNE'S FAVORITE SON
By Keith J. Kelly
4/13/07
http://www.nypost.com/seven/04132007/business/fortunes_favorite_son_business_keith_j__kelly.htm

JOHN Huey and Andy Serwer aren't waiting for the debut issue of Portfolio to hit before they launch their counter-offensive at Fortune.

Serwer, who took over as managing editor of the Time Inc. business magazine in October after the ouster of Eric Pooley, today unveils a jazzy new cover of the magazine's vaunted Fortune 500 issue.

Serwer, a veteran Fortune staffer, was picked by Huey, Time Inc.'s editor-in-chief, to be the top editor to quell staff unrest that had built during the short-lived Pooley era. (Pooley has been taken care of and has since returned to Time magazine, where he is now an editor at large.)

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3. MediaWeek
Working Mother Revamps Cover
By Lucia Moses
4/13/07
http://www.mediaweek.com/mw/news/print/article_display.jsp?vnu_content_id=1003571602

Working moms will now appear with their kids on the cover of Working Mother, starting with the May issue that hits newsstands April 17.

The change in the cover, which used to picture a solo working mom, is meant to reflect a growing confidence among working women with children.

Designer Roger Black came up with the new look, under the direction of editor in chief Suzanne Riss, who came on board in July 2006.

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4. Fashion Week Daily
Funding Fashion's Future Stars
By Jim Shi
4/13/07
http://www.fashionweekdaily.com/news/fullstory.sps?iNewsID=419251&itype=8486

When it comes to aspiring to be the next Ralph Lauren or Miuccia Prada, you can never be too young—or too ambitious, for that matter. Teen Vogue editor-in-chief Amy Astley is banking on that premise, partnering with the Council of Fashion Designers of America to form the CFDA/Teen Vogue Scholarship, an annual program dedicated to helping foster the design education of promising students seeking Bachelor of Fine Arts degrees at one of 16 participating 4-year colleges, universities, and design schools in the United States.

“Our readers’ number-one question is, ‘How can I break into the fashion industry?’” said Astley. “I’m thrilled that Teen Vogue and the CFDA have joined forces to assist talented high school students find—and finance—the design school that is right for them.” CFDA executive director Steven Kolb added, “Not surprisingly, many of the most successful and gifted designers working today have dreamed of careers in fashion since they were young. This program really embodies the spirit of two of the CFDA’s most important and enduring goals: educating and nurturing successive generations of fashion designers.”

The participating schools are Parsons The New School for Design, Pratt Institute, and Fashion Institute of Technology, in New York City; Rhode Island School of Design in Providence, R.I.; Academy of Art University and California College of the Arts in San Francisco; Otis College of Art and Design in Los Angeles; Savannah College of Art and Design in Savannah, Ga.; Drexel University and Philadelphia University in Philadelphia; Kent State University in Kent, Ohio; Marist College in Poughkeepsie, N.Y.; Syracuse University in Syracuse, N.Y.; Massachusetts College of Art in Boston; School of the Art Institute of Chicago in Chicago, and the University of Cincinnati in Cincinnati, Ohio.

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5. WWD
Memo Pad: Open For Business
By Irin Carmon and Stephanie D. Smith
4/16/07
http://www.wwd.com/memopad/article/114907

Today, as the first issue of Cond? Nast Portfolio makes its debut on New York newsstands with 332 total pages, 185 of them advertising, one of the most scrutinized — and expensive — magazine launches in history will finally show its cards.

Editor in chief Joanne Lipman sums up the philosophy in her editor's letter: "Business is about power. And guts. And passion. Business coverage should be, too." (A photograph of Lipman with her father, who passed away in mid-February, appears alongside a brief tribute to him in the letter.) In an interview, Lipman also stressed the magazine's design and photography — precisely the aspects skeptics doubted a newspaper veteran like Lipman could master — and said that for the cover, she had turned to fine arts photographer Scott Peterman to create "an iconic image" meant to convey "the excitement of business." That image, as WWD reported, is an overhead shot of New York City skyscrapers at night, and it is unencumbered by cover lines. Instead, a cover flap, like the one on The New Yorker, that will go to both subscribers and newsstand buyers teases stories by some of the magazine's best-known contributors (Tom Wolfe on hedge fund bigwigs, Michael Lewis on Tiger Woods, Matt Cooper on his entanglement in the Lewis "Scooter" Libby trial) and two younger writers (former New York Observer reporters Gabriel Sherman and Sheelah Kolhatkar on the investor who instigated Knight Ridder's sale and the women of private equity, respectively). The Web site also was launched today.

But the story topics indicate the difficulties a monthly business title — even one with funding of from $100 million to what some now say is $125 million — faces against instantaneous Internet wires, dailies, weeklies and bi-weeklies. New York magazine's cover story last week was on hedge funds; the Libby trial finished over a month ago.

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6. Gawker
Eventually All We Will Be Writing About Is 'Portfolio'
By Gawker Editors
4/16/07
http://gawker.com/news/portfolio/eventually-all-we-will-be-writing-about-is-portfolio-252498.php

As you might have heard, Conde Nast's Portfolio launches today. The most important business magazine of its generation, Portfolio starts life with 185 ad pages in a 332-page issue. Cond? chair Si Newhouse says the book was "inspired by a positive response to business articles in Vanity Fair and The New Yorker, although he could not recall precisely which ones." (We have the same problem!) Conde 's willing to dump around $125 million into making the mag a success, but some see the publication as a shot across Time Inc.'s bow. In any event, it's the little things that make the difference. Like the pillows in the "idea lab."

Portfolio's executives are playing up their differences. For example, in a converted 11th-floor conference room, a place [publisher David] Carey likes to call his "idea lab," black leather couches from Design Within Reach are accessorized with throw pillows. On one side of each pillow is the gray pinstripe often used in Portfolio's branding; on the other, fuchsia satin is meant to signify luxury and includes a corner strip of the magazine's logo. "[Advertisers] come here, admire the pillows, and by the time they get back to the office, there's one waiting for them," said Carey proudly.

Meanwhile, over at the magazine's website, economics blogger Felix Salmon is already trashing the articles. Maybe they didn't send him a pillow.

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Whisper Jobs
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Ed hears ...

Ed Ad

Room for rent in Los Angeles' South Bay (Redondo Beach), available May 10: $515/month + utilities. Perfect for a recent graduate (room can possibly be furnished for a small additional fee). Apartment is 2 blocks from the beach; has 2.5 baths; has an in-unit laundry room; has cable tv and wireless internet; has street and underground parking; is 2 miles to Hermosa Beach; and offers month to month rent (with 1 month's notice). *Rent is considerably less than going rate because room is a converted den that has been partitioned with curtains and furniture. Room is located on lower level near other bedrooms and bathroom, and is away from common area. Roommates are 3 young, fun professionals. Please contact Jayna at mujaynar@yahoo.com.

Jobs

...that O, The Oprah Magazine is looking for a PAID photo intern (an internship so good it should be a job!) to begin in May. Duties include: organizing/tracking all art, returning portfolios, art and tearsheets to photographers and additional important administrative duties. Our ideal candidate must have a strong interest in magazine and photography, excellent administrative and organizational skills, and work efficiently and autonomously in a very fast paced environment. This is a paid internship which will require a full-time commitment for six months. The photo intern is an integral position in our department, so we are looking for someone with an interest in photography but who is also super-resourceful and responsible. A basic knowledge of Photoshop is a must. Please email a cover letter and resume to Kathy Nguyen at oprahphotointern@gmail.com. No phone calls please. (OK to mention Ed)

Internships

...that Atlanta Magazine's Custom Publishing Division is seeking spring/summer interns. Interns will be responsible for fact checking and/or copyediting. The emphasis will be on various publications for the state of Georgia, including the state travel guide, but will include other publications as the need arises. Potential interns should be a Journalism or English major and available to work in our downtown Atlanta offices at least 20 hours per week (more a plus). Candidates should be very detail oriented, possess strong communication and grammar skills, be able to meet all deadlines. Knowledge of AP Style a plus. Candidates may be required to complete a short skill test. Internship is unpaid but is great real-world experience and is an opportunity for course credit, if made available by your university. Parking reimbursed. To apply, send a cover letter and resum? to Amber Jones Barry, ajonesbarry@atlantamag.emmis.com; subject: Custom Publishing Intern. *This is an official Ed2010 posting*

...that Seattle Homes & Lifestyles, a high-class magazine focused on interior design, public art, architecture, and the lifestyle surrounding design, is looking for enthusiastic people interested in learning about all aspects of magazines. We look for interns year-round who can commit to 20 hours a week (work schedules are flexible), and three to six months; currently we need interns who can start June or after. We look for responsible interns who can take initiative and are as thrilled about print publications as we are. This unpaid internship will give interns experience fact-checking, product scouting, writing our calendar, compiling product resource information, creating Web-exclusive copy for seattlehomesmag.com, writing short articles for print publication, assisting with photo shoots, participating in editorial meetings, accompanying editors or art directors on house scouting visits, and observing the full cycle of an issue. There?s absolutely no coffee-fetching, but plenty of opportunity to get real-world experience in a friendly office. Please send a cover letter, one-page resume, and two non-fiction writing samples to Lindsey Rowe, lrowe@seattlehomesmag.com. No phone calls please. *This is an official Ed2010 posting.*

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About Ed:

Ed2010 ("ed twenty-ten") is a purely volunteer organization dedicated to helping young editors reach their dream magazine jobs. Find out more (and donate to the cause!) at ed2010.com

Whisper jobs or internships to share? Send 'em to whispers@ed2010.com. Ed'll keep it anonymous for you.

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