Influx

Sometimes companies believe that the world is just out there waiting for their new product launch. All the effort and the years of planning goes to waste because the product idea is one-dimensional and the “packaging” around it lacks legs and layers.

The world is not looking for another business magazine, which makes Conde Nast’s launch of its new title Portfolio, especially challenging.

However, Conde Nast is very smart and has built a launch story with many layers.

One idea that really struck us as especially bold and audacious, good words for a launch, was the decision to add the legendary writer Tom Wolfe to the editorial team and to make his first assignment, a 7,500 word piece on the world of hedge funds.

That alone is reason enough to pick up the magazine, because it’s tough to read 7,500 words on the web.