Vanity Press

Few individuals have what it takes to succeed time after time in the fiendishly fast-paced world of magazine publishing. And among them is Irish publishing entrepreneur Kevin Kelly, whose latest venture, the all-tooprecisely titled Business, is a co-venture of the Financial Times of London and Conde Nast.

"It sounds awfully pompous, but I know exactly what I want," said the moonfaced publisher at a Mortimer's breakfast press conference announcing Business's entry into the U.S. market. Most of all, Kelly wants the Londonbased Business to be both informative and irreverent—like the recent cover of the Saatchi brothers, headlined SNATCHIT & SNATCHIT. "That was a very brave thing for a new magazine to do to the biggest advertising agency in the world, don't you think?'' he asks.

With its glossy cover and clever mix of short gossipy pieces on international business news, columns by noted pundits such as Peter Jay, former British ambassador to the U.S., and in-depth features intended for both general readers and harried international execs, Business may well become the British version of Forbes, L'Expansion, and Capital. Kelly expects the magazine to be widely available in the U.S. "I would hope to sell as many as I can,'' he says with a grin. After all, "Business is about the ultimate Olympic Games of life, the little guys who get up there and get everything they want. It's all there. "'

Craig Bromberg