Now that Conde Nast's new biz mag has been given the name Portfolio, we have a feeling people will pretty much stop caring about it. Business magazines have always been considered the least sexy of all the glossy publications (sort of like how we found out last night that Rodale throws the least sexy parties of all publishers); it really takes a lot to keep people's interest sustained.

But the new Conde Nast editor, Joanne Lipman has a plan — aha! — dangle the promise of a buzzed about staff in front of industry reporters.

It is also terrific that at Condé Nast, editors get a lot of latitude. I knew that about David from his years at The New Yorker [vp/publisher from June 1998 through September 2005], and his respect for 'church/state.' That was a real draw for me to come here, and it will also be for others, as I am being swamped with résumés from writers and editors with extra­ordinary talent. We are going to have exciting staff announcements."

We really are aniticipationg the news. We've never been around for the building of a Conde mag before! Gosh, we just hope the promise of "exciting staff announcements" doesn't disappoint … like the way the name "Portfolio" did.

JOANNE LIPMAN DISCUSSES HER "PORTFOLIO," THEN ("WSJ") AND NOW (CN) [Min]