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We knew that Conde Nast was coming out with a new business magazine. We knew that Joanne Lipman was going to be the editor in chief. What we didn’t know was the magazine’s name.

It was a battle between Quote and Portfolio. Portfolio won.

Joanne Lipman, the magazine's editor in chief, said she liked the name because it conveyed several meanings: a corporate portfolio of brands, a personal financial portfolio and a collection of one's best artwork.

"It worked on every level for us," Ms. Lipman said in an interview in her Times Square office. Better yet, she said, the title reflected the magazine's content.

"This is serious business journalism — investigative, narrative, profiles — a commitment to long-form journalism, and telling that story with great design and art," she said. "This is not a lifestyle publication," she added. "This is a business publication."

The first issue is due out next year. Their Web site is www.cnportfolio.com. Gawker, naturally, has more.

Posted by edelfenbein at June 5, 2006 11:30 AM