Yet another review of Conde Nast's Portfolio

-NEIL YOSHIDA Finally some people who know business share their thoughts on Conde Nast's new business magazine Portfolio. First, a word about the cover: Only a company as fat and complacent as Conde Nast would be arrogant enough to launch a new business magazine with a cover that gives the reader no idea that it's a business magazine. There are two possibilities here. (1) Portfolio thinks that newsstand readers will look closely enough to see the subtitle "business intelligence" just below the title, despite all available research indicating that they generally don't read anything in fonts smaller than GIGANTIC, or (2) Portfolio imagines everyone everywhere already knows what they are because they've gotten quite a bit of media trade press and people who work in media tend to think that everyone everywhere pays attention to media news when, in fact, they don’t. (Other things most print media consumers don't pay attention to: bylines. But more on that later.) We know Conde Nast does cover testing for some of their magazines—Vogue, Vanity Fair, etc. We can only assume the $15,000 or so it would have cost to do that for the "Premier" issue was used to pay people to pick lint from Tom Wolfe's trademark white suit. Or maybe to pay for the first 15 words of his piece, which are as follows: "Not bam bam bam bam bam bam but bama bampa barama bam bamity bam bam…" (Here Wolfe exhibits the typical mentality of a Conde Nast freelancer who is paid by the word: why not insert a few extra bams?) It kinda looks like some kind of art magazine or something at first glance doesn't it? Wonder who or what they have lined up for the next cover? Our Big, Fat Portfolio Review: Even Our Pessimism Was Optimistic [Dealbreaker]