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Passion and Business Intelligence in Cond‚ Nast Portfolio

“PASSION” is the core business philosophy at Cond‚ Nast Publications, home to the world’s most sophisticated and intelligent magazines: Vogue, Glamour, Allure, Jane, GQ, Architectural Digest, Brides, Lucky, Golf Digest, Vanity Fair, Gourmet, Cond‚ Nast Traveler, Wired, The New Yorker.and the recently-premiered business magazine, Portfolio. The mission of the company is twofold: to inform readers and to “ignite and nourish their passion for myriad aspects of life.”

The goal of its “Point of Passion” mission is to move culture forward. Cond‚ Nast strives to continue to own the upscale audience in America, and to serve as the driving lifestyle media force for this market. Cond‚ Nast is determined to be number one in quality across all their various magazine disciplines.

How does Cond‚ Nast Publications understand business? How does it differ from its established competitors such as the HBR, WSJ, FT, Business Week, Forbes and Fortune? According to Joanne Lipman, the Editor-In-Chief of the publication who spent over twenty years at the Wall Street Journal, the agenda of Portfolio is to chronicle how business shapes the world. Portfolio is unique among business publications. It is not trying to compete. It is a monthly business publication that investigates breaking and useful business news and fuses with the glossy photographs of Vogue, the brilliant writing of The New Yorker, and the integrity of Vanity Fair. In richly written articles, Portfolio discusses the business angle of every aspect of culture: art, theater, pop music, sports, technology, lifestyle, literature, Wall Street, media, finance, and economics.

Visit Portfolio.com. Here, the company immediately confirms its absolute editorial integrity, its beautiful design, and its devotion towards lush online videos. Some of its online videos include interviews with Eric Schmidt, the CEO of Google, and Jeffrey Immelt, the CEO of General Electric. Every molecule of the company’s design is gorgeous. Hence, Portfolio exists in the realm of the gorgeous and the lush. The Portfolio audience certainly cannot expect anything less than a $100 million standard – the bankroll behind the publication’s editorial staff. As expected, the publication is a product of an amalgamation of world-renowned editors, writers, designers and photographers.

Portfolio is upscale and plush. According to David Carey, Group President of Cond‚ Nast Publications, “If you build a superior product, your clients will fall around it.” As a result, the company looks at the media business in a cold and confident way. Portfolio is a product that causes its readers’ hearts to skip a beat. It was created with passion.

September 10, 2007
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