On a weekly basis, I consume a hellish amount of media. No television though - I stick to magazines, newspapers, internet, you get the idea. I read… crap. Most of it is crap, anyway, but there are a few magazines that are pure gold, magazines that make me glad to be a subscriber. The Atlantic comes to mind, as does the New Yorker.
Anyway, Conde Nast (is there an accent mark in there somewhere? I can never remember) today came out with a brand-spankin’ new title: Portfolio. It’s supposed to be, I don’t know, Vogue for businessmen (and women!). I like business reporting. I read the Wall Street Journal at least three times a week. Business and commerce are fascinating. So I thought I would check out this glittering new fragment of the Conde Nast empire to see if it would blow my mind to a degree worth the $125 million they shoveled into it’s development.
So let’s take a look. First, there are a whole bunch of short, chirpy features with flurries of illustrations and info-whatsits (graphs, timelines, etc.) Think Maxim, without the tits, and with much nicer wrist watches. But that’s the front of the book. See, they’ve got to ease you into the heavy stuff with appetizers and a few million bucks worth of ads.
OK, so getting to the heavy stuff, we have:
1) “Learning to love global warming” (cover story in the Atlantic, two months ago).
2) Ya heard? The newspaper business is in trouble! (Um, yes. I had heard that.)
3) Green technology is the New Thing In Silicon Valley (Economist, last year).
4) Hedge Funds! (New York magazine, all of last week’s issue).
5) Hedge Funds again! By Tom Wolfe! (In a nutshell: “These new money people are uncivilized brutes.” Sweet baby Jesus.).
6) So what is the deal with that Valerie Plame thing? (killing self now).
7) And to wrap it all up, have you heard they do Crazy Expensive Things In Dubai Like Thoroughbred Horse Breeding? (Decided not to kill self, now looking for someone else to kill).
And that’s what you get for $125 million and three years of development. Seriously. It occurs to me, therefore, that Portfolio is not aimed at intelligent or well-read business people, but perhaps just at business people who are really, really, really, ridiculously filthy fucking rich. You know - people like the hedge fund managers Tom Wolfe abuses.
I’ll let you unpack that irony. Meanwhile, I’m off to read a book.