Conde Nast set for a flurry of launches

by John Reynolds, Media Week 11-Mar-08

Conde Nast is readying a flurry of new magazine launches, including the likely UK debut of two of its US titles, Portfolio and Wired, plus the launch of a title for Italian car behemoth Ferrari.

The publisher is researching the potential appeal of technology and
business titles Portfolio and Wired in the competitive UK magazines
market. UK managing director Nicholas Coleridge is expected to make an

announcement later this year on potential launch dates.

US business monthly Portfolio, which was launched in April last year
priced at $5 (£2.50), has a circulation of around 350,000,
according to the latest US circulation data in September last year.

However, should Conde Nast choose to do so, Portfolio will be launching
into a challenging business magazine market. Last month, Press Holdings
closed down business weekly The Business. The title had posted financial
losses for some time and slumped to a circulation of just over 40,000 by
last August.

But Alan Brydon, head of press at MPG, believes Portfolio would stand a
good chance of success in the UK. "Just because one title fails does not
mean that this can't succeed," he said. "If anybody can get it right,
Conde Nast can."

Conde Nast's US technology and internet title Wired, also priced at
$5 (£2.50), is a full-colour monthly magazine that reports
on how technology impacts on culture, the economy and politics. It was
launched in the UK in 1995 by Wired Ventures, a company fronted by US
journalist Louis Rossetto, but financial problems prompted its closure
two years later. Conde Nast subsequently acquired the title.

Paul Thomas, head of press at MindShare, believes Wired would need
significant changes if it is to succeed in the UK.

"Wired as it stands will not work over here," he said. "It is very
techie and needs to be more generalist, particularly with the
advertisers it is likely to want to get in there."

Meanwhile, Conde Nast's UK contract publishing division has won the job
to publish four magazines a year for Ferrari, which has decided to
consolidate its varied magazines.

The title, which has yet to be named, will have an initial print run of
30,000. It will be edited by Jason Barlow, editor-at-large for Top Gear
magazine, and aimed at owners of Ferrari cars around the world,
targeting upscale advertisers.

- See Nicholas Coleridge interviewed at www.mediaweek.tv.