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******* ******* BTW, Ed doesn't endorse the random non-Ed advertisement you see at the top of the newsletter. It's just what happens when you use a free e-newsletter service. ******* Date: Tuesday, January 15, 2008 Contact denver@ed2010.com for more info or to give us a shout if you plan on stopping by (a head count would be nice, but isn't required).
******* Portfolio has published six issues since its debut in April, but so far, the jury remains out on whether consumers are reading the Cond? Nast business title. Sources close to the magazine and with access to circulation figures say the title has collected around 300,000 subscriptions and, on average, sold 85,000 newsstand copies an issue. They also estimate Portfolio's single-copy sell-through percentage is between 15 and 18 percent (a Portfolio spokeswoman declined to comment on the numbers). The magazine has attempted to pop at newsstand by using more abstract cover images, but in recent issues has moved toward a single image — the January cover was the first to feature a close-up of a human. A new magazine's sell through percentage is naturally lower than that of an established title, since most publishers tend to blanket newsstands with issues for maximum visibility while assessing where the magazine sells best. John Harrington, editor of magazine industry newsletter The New Single Copy, believed Cond? Nast would be satisfied if Portfolio's sell-through were in the mid-20 percent range. As a new title matures, a successful one should increase that number to around the 30 percent range or higher. "Fifteen percent certainly wouldn't make them happy," said Harrington. Portfolio's circulation, as with most business magazines, is based largely on subscriptions, so its newsstand performance is not the only judge of the magazine's circulation strength. "It's somewhere in between a business and a men's or lifestyle magazine, in terms of how they're positioning it. So it's a little harder to judge than normal," added Harrington. "Because it's a unique editorial package, I would think the company would be prepared to give it more time and would not apply normal expectations to it."
2. Women’s Wear Daily
MTV apparently will be looking for another magazine partner for its hit series "The Hills" next season. The show's second season ended with Lauren Conrad and her partner in crime, Teen Vogue intern Whitney Port, going to Paris to assist then-senior editor Kimball Hastings as he covered the Crillon Ball. Port is listed as West Coast fashion contributor and Conrad as intern in Teen Vogue's March issue, the same one where the Crillon Ball coverage will appear, but, according to a spokeswoman, their presence will cease to exist after that. "The girls have moved on from Teen Vogue," she said, declining to say whether or not Teen Vogue will be part of the series next time (which probably means it won't be). The two partners benefited greatly from cross-promotion — Teen Vogue featured both girls on its August 2007 cover, a top seller for the year, and Conrad by herself on its June/July 2006 cover. An MTV spokeswoman did not return calls for comment by press time.
3. New York Daily News
Fledgling fashion magazine Men's Vogue has managed to make itself remarkably unpopular among Hollywood stars and their publicists in its first two years of life. "They are notorious for promising the same cover to two or three different people," one insider complained. “They double-shoot and they lie. Or they flip them so the celebrity isn't on the month they thought they were. [December cover star] Will Smith was flipped, and they did the same to Daniel Day-Lewis for March ['08], which causes huge problems." The source also said Owen Wilson and director Wes Anderson posed for what they believed to be a cover shoot - but the picture ended up inside the magazine. "They're indecisive, and no one is accountable," fumed the source, a major Hollywood player. "They try to make out that [Vogue titles editorial director] Anna Wintour is making the calls, but I don't think she has any idea what's going on." A spokeswoman for the magazine said Wednesday: "As a standard practice, we never guarantee a specific cover date, though we aim for a cover story that is timely with current events or the release of a film."
4. Folio
Ladies' Home Journal is launching a redesign with its February issue, which coincides with the magazine's 125th anniversary. The new will include all new typefaces, a new grid, new columns and new photographic and illustration sections by well-known artists. According to editor-in-chief Diane Salvatore, "The previous aesthetic...put more emphasis on pure gracefulness. Now we want to have a touch more swagger and intensity in key places." Specific changes include exclusive illustrations and new columns like "The Anatomy of a Splurge," which compares a high-priced beauty item to an economically priced version, with bullet points outlining the tangible differences. MORE ONLINE
5. Fishbowl NY
What happens when a magazine that just got feted as one of 2007's best launches ceases publication? We're about to find out... High-end golf mag Golf Connoisseur and ruralcentric pub The Land Report have ceased publishing. The last issue of GC came out in September, while TLR's was in October... and the mags' failures follow some questionable business decisions, including the purchase of Luxury Golf & Travel and Nicklaus magazines by parent company Patience back in 2006. Publisher Reid Slaughter was formerly involved with D Magazine as well, but has apparently moved on. We've heard that non-payment from advertisers also contributed to the failure of both mags... official confirmation on that is, however, lacking. Also noted is that The Land Report was one of min's top magazine launches of 2007. An email to Slaughter has not been returned as of press time. MORE ONLINE
5. Fishbowl NY
Graydon Carter will hold his legendary Vanity Fair Oscar party whether or not the writer's strike is resolved by the time of the ceremony. Carter responded to FishbowlNY's question via email: ''We're going ahead as planned. Although we have made provisions for a shorter-than-usual ceremony. Since it's all hypothetical at the moment, it's difficult to comment further.'' Mr. Carter is correct, the strike could end tomorrow. Still, it is not inconceivable that the strike may continue beyond the Oscar ceremonies. Since the WGA denied the Academy waivers for writers, celebrities, in solidarity, might not attend. ''We would hope that performers would decline to appear,'' WGA East President Michael Winship told The New york Sun. ''And if that happens, I can't really imagine what the scenario would be like.'' Nor can we imagine what that would mean for the Vanity Fair Oscar party. MORE ONLINE
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