• WWD , Tuesday, August 15, 2006 11:45 AM

"When a baby joins a family, older children often become jealous of the attention showered on the newborn," writes WWD. And a similar phenomenon seems to be taking place at Condé Nast over its new business magazine. As it gestates over a 20-month period, Portfolio is apt to receive "as much money, manpower and corporate cuddling as it needs to thrive and succeed"--possibly in the area of $100 million. Most insiders interviewed weren't envious of Portfolio's financial backing (or claimed not to be), but they understand how old-fashioned sibling rivalry could develop. Condé Nast puts plenty of cash into marketing, promotions and talent development for any launch. Money to fund start-ups rarely comes from the budgets of more established titles--but some executives may want the same spending allowances as the new publication. As one source puts it: "I'm sure that when Cargo launched, the editors of GQ were saying, 'Wow, they get to do everything.' Maybe now Details is saying that about Men's Vogue."

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