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Women's Wear Daily  (
Nov. 27, 2006 (p. 12)

Crowding The Field

By Irin Carmon

Condé Nast’s upcoming launch of a business magazine, Portfolio, in a crowded, dog-eat-dog field, may have surprised some, but the new magazine is not the only one seeking to reinvent the genre. James K. Glassman, who has been a financial columnist for The Washington Post and other publications, and who was the publisher of The Atlantic Monthly and The New Republic in the Eighties, has relaunched the public affairs journal of the American Enterprise Institute as The American, a glossy bimonthly with an ambitious approach to business, economics and culture. Even as business magazines trumpet their impending Internet relevance, Glassman writes in his editor’s letter that his new magazine will hark back to Henry Luce’s midcentury Fortune.

“I think the three major business magazines have, in an attempt to get a broader audience, gone downscale,” Glassman contended, citing what he saw as a “big opening” for an intellectual magazine about business that is “absolutely not partisan or ideological—mainly a reported magazine rather than a magazine of opinion.” As for Portfolio, “I would be surprised if they’re doing something similar to what we’re doing… Our attitude is that we think that business has been a source for progress and good, and we believe in celebrating what business does well.”



The American’s debut issue includes a profile of CNN business anchor Lou Dobbs and a feature on the transformation of Naples into a men’s fashion hub.

It was released with 120 pages, 20 of which are advertising. Advertisers include Intel, ExxonMobil and Cisco. The magazine will have some limited newsstand distribution, some paid subscriptions ($40 a year to subscribe) and some controlled circulation, for an initial circulation of 45,000. Alexander Isley, former art director for Spy, designed the publication.

© 2006 Women’s Wear Daily

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