The New York Times tells the story of Portfolio Publisher David Carey’s near orgasm after getting the first copy in his hands. OK so we made that up

-LENN HINDSMANN With the birth of a new magazine that has long been talked about, hyped, plugged etc, come many versions of how it all came together right down to the first copy fresh off the press. But no version is ever like a New York Times version. Kathrine Q. Seelye starts of the article in the usual New York Times manner, heavy on the drama, detail for detail, to put you right there as it happens, or at least attempting to. So after all the reviews, different versions and dissecting by every media site, is the only thing left to do is wait for it to die? Joanne Lipman, the editor of Portfolio, the new business magazine from Condé 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 Condé Nast’s Vogue and Vanity Fair. Mr. Carey beamed back. He then reached over to a side table and picked up a recent issue of Fortune, one of Portfolio’s chief competitors. The Fortune cover was particularly busy, with a crowd of anonymous Google workers in casual dress and a cover line announcing “The 100 Best Companies to Work For.” He held them side by side. His glow said no contest. We hope they don't expect to sell copies based on glamour, because if our memory serves us correctly, you can't judge a book magazine by its cover In a Troubled Time, a New Business Magazine [NYT]