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Birth of a magazine

If it stops raining by morning, I may walk up to the corner newsstand, where I'll buy a copy of Conde Nast's new magazine -- my second such print purchase of the year.

Yes, tomorrow marks the debut of Portfolio magazine. And I suppose I'm moderately excited. Not so much because I want to actually read the magazine, but because I've sort of enjoyed the marketing campaign.
Conde Nast has done a masterful job of building buzz by acting secretive and hush-hush about the whole thing. For weeks, the company didn't say a word. Then, as launch date neared, Conde Nast began giving "exclusives."
It's worked ... at least on me and the handful of other obsessive magazine junkies that I know.
(For more of my thoughts on Portfolio's non-marketing campaign, check out this article in Folio magazine.)

So come morning, I'm likely to be one of the first folks to buy a copy of Portfolio.
Unless of course, the rain keeps coming.
No magazine is worth drowning over.

For a look at what the ultra-secret cover may look like, click here.
For more on the Portfolio story, click here.

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