This morning FishbowlNY asked CNNMoney.com Executive Editor Xana Antunes about the online buzz surrounding Fortune.com's redesign and Portfolio.com, and whether or not there was any borrowing going on considering their similar visions. ''Not at all,'' Antunes replied in our phone conversation, ''If you look at the magazine's redesign and the website design, what you have is an integrated whole.''

The conversation concerning Fortune's redesign began a year ago. The Fortune brand, she felt, had become subsumed by CNNMoney.com. ''About two years ago we arranged all of the titles into CNNMoney ... I think at the time we were very much focused on not confusing readers.'' But after a while it became evident that the legendary brand wasn't being translated online. ''People didn't know they were looking at Fortune,'' said Antunes.

Antunes is most proud of the video aspect of Fortune.com and its possibilities. ''We have access to great TV production,'' Antunes enthuses.

The new Fortune.com has a staff of about 14, 5 writers on the East coast, 4 on the West, and ''a lot of the magazine's staff also write for the web.'' In the future, Antunes is thinking of ways to marry luxury brand advertising and Fortune 500. '''I'm viewing (luxury branding and the Fortune 500) as phase 2 of the website. The first thing you think of when you think about Fortune is the Fortune 500.'' A Fortune 500 community is in the works, with blogs and a community forum and a Fortune 500 channel.

Antunes sees Fortune.com as translating Fortune magazine's strong brand online. ''At the end of the day ... it's about the journalism. People won't come here for commodities news. They will come here for the top five stories of the day.''

(image via timeinc)