A brief post from Jeff Bercovici, of Portfolio’s Mixed Media blog.
Jon Fine at Businessweek.com on “Why It Failed:”
[A] neat notion doesn’t always translate into the marketplace. Portfolio’s editorial product was regularly run through the media-on-media spanking machine, but, while inconsistent, it had more to offer readers than it was commonly given credit for. The problem is that neither readers nor advertisers responded.
And, Marketwatch’s Jon Friedman wonders “who’s next:”
Portfolio, a good magazine, shouldn’t be viewed as a cautionary tale. It was a victim of hype at the outset and the recession at the end.
Get used to this gloom and doom, folks — you will be seeing this story again, the next time a business magazine folds.
In March 2008, Portfolio’s editor, Joanne Lipman, spoke at Columbia’s Graduate School of Journalism on “the role of the business glossy.”
Liz Cox Barrett is a freelance writer and graphic designer in Kalispell, Montana. She worked as a newspaper journalist in Denver and Kalispell for 20 years.