Mr. Magazine

The second issue of Condé Nast Portfolio is out. No more four months waiting period for the next issue. Its glowing gold premiere issue has ushered a bright green second issue cashing in all the gold accolades that the first issue has received. I loved the first issue and I was glad it took few months for the second one to arrive. The articles were engaging and educating and they hooked me longer than any magazine I have ever read. As I get myself ready for issue two, I better do some speed reading since the issues will arrive monthly now. I do not believe there is another new magazine that has been under the microscope more than Condé Nast Portfolio. Two simple reasons maybe the cause: it is the only major launch this year and the money Condé Nast is spending on the title is a major source of envy. The prophets of doom and gloom, and there is no shortage of them in our industry, prophesied the demise of the newborn even before they read the magazine or saw the issue. It seems that in the current climate of magazine publishing nobody dares to write about success. Failure and magazine foldings fill our pages, websites and blogs. A host of new magazines from Harris Publications, Highlights for Children, National Geographic Society and others have arrived to the market place this year with no, or little, kudos from the those prophets of doom and gloom. Condé Nast Portfolio is a different type of a business magazine, one that follows in the footsteps of the original Fortune magazine that Henry Luce started in 1930. I hope people will be able, for a change, to see the tree from the forest. You can sell magazines once based on the cover, but it takes good solid content to sell them twice. I for one is planning on buying Condé Nast Portfolio not once or twice but for years to come, if and only if the first two issues are nothing but a sample of things to come. I have no doubt they are. Pick some green using your own green. The return on your investment is going to be worth it in gold.