Condé Nast Portfolio Expands Online Apps with Google, Facebook and LinkedIn

Condamp233 Nast Portfolio has been quietly building its wwwPortfoliocom adsupported website with an emphasis on audience quality vs size although the site now boasts somewhere between 900000 and 17 million unique monthly visitors depending whether you believe data provided by comScore 871000 Nielsen NetRatings 126 million or the publisher 17 million While these numbers are dwarfed by CNN Money and Forbescom both of which claim more than ten times the traffic Portfoliocom is less than six months old and Portfoliocom general manager Ari Brandt points out quotwe all want to accommodate our advertisers but when you have 15 or 20 million users your demographics become diluted The high concentration of senior level executives that many advertisers are looking for just isn39t therequot Reach senior ad execs Advertise on JackMyerscomCondamp233 Nast Portfolio developed its Web operation under Brandt who joined the company from Yahoo in mid2006 as the latest site under the Condamp233 Nast umbrella which includes CondeNet host of such awardwinning sites as Stylecom MenStylecom and Epicuriouscom and the websites of Condamp233 Nast magazines such as Vogue Wired Glamour GQ Allure Self Lucky Vanity Fair Bon Apetit and Details Unlike other Condamp233 Nast magazine companion sites Portfoliocom requires extensive 247 support to deliver hard news according to Brandt Portfolio publisher and group president David Carey who last week assumed added responsibilities for Wired Media and the Golf Digest Group explains that the more targeted audience strategy has enabled Portfoliocom to attract new advertisers including Accenture Capgemini Siemens and St Regis Hotels At least ten of 40 Portfoliocom advertisers had not previously advertised with Condamp233 Nast websites In 2008 Portfoliocom is joining Googleamp8217s Open Social platform which enables sites to write applications for multiple social networking sites and is planning applications for Facebook It already has headlines on LinkedIn and a widget on the financial gossip blog DealBreaker The company has been testing fully open widgets Jack Myers Media Business Report July 30 as well quotIf we think somethingamp8217s going to stick or work for our audience weamp8217ll be more aggressive there and if not it will be deemed a testquot Brandt says The site is also developing what Brandt promises will be a quotunique video strategyquot expanding coverage of business travel to take advantage of the popularity of the Portfoliocom quotSeat 2Bquot travel blog Brandt and his team are exploring additional opportunities to increase the numbers of bloggers and columnists and plans to deliver analytical coverage of high profile events like the World Economic Forum in Davos and the TED Conference in Monterey and Aspen with which Portfolio has a marketing relationshipquotWeamp8217ve clearly carved out a different segment of this category that people didnamp8217t think was possiblequot Carey says while scoffing at the 100 million figure tossed around as having been spent on Portfolioamp8217s launch quotWould we spend 100 million over fivetosix years for the print and digital operations Sure thatamp8217d be a great dealquot Carey says that since Condamp233 Nast is a private company they have the luxury of allowing years for the website and more years for the magazine to become fully viable Indeed it could take that long in a business magazine marketplace in which revenues and ad pages have been flat or shrinking for a decade and in which competition is intense Business Week is reported to lose 12 million annually and the magazine and website have recently been redesigned CNN Money has been revamped to deliver extensive video Forbescom and a new Fortune website that Carey notes is similar in look and feel to Portfoliocom have launched several new applications Read TiVoWorthyTV Everyday at JackMyerscomCarey projects that an estimated onequarter of Portfolio39s total ad revenue will come from the website growing to 30 percent in 2009 The largest share of advertising for Portfoliocom has been for financial brands followed by businesstobusiness and corporate image technology automotive and a smattering of consumer electronics real estate and this being Condamp233 retail and luxury But please donamp8217t call Portfolio a amp8220lifestyleamp8221 brand even if there are ads for watches and clothes he urges quotWe donamp8217t have a lot of wine coverage We really donamp8217t devote a lot of the site to renting villasquot Carey quips quotItamp8217s business coverage delivered in a really stylish and engaging wayquotAt the site thereamp8217s constant balance between design and Web 20 imperatives between ad dollars and protecting the brand quotWe could bring in even more advertisers but we are very selective about the advertisers we do bring inquot Brandt says quotWe want to make sure they are all prestigious brandsquot To preserve the site39s look and feel Portfoliocom is limited to 21 subsections like quotnational newsquot and quotcompany profilesquot compared to more than a hundred sections at CNNMoneycom and BusinessWeekcom Links to social networking applications like Digg and Delicious are relatively hidden Portfoliocom has partnered for content delivery with ABCNewscom MSNBC Washingtonpostcom Entrepreneur Yahoo and AOLAri Brandt can be reached at AriBrandtcondenastcom David Carey can be reached at DavidCareycondenastcom Dorian Benkoil is a regular contributor to Jack Myers Media Business Report

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Condé Nast Portfolio Expands Online Apps with Google, Facebook and LinkedIn

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