 The magazine was co @-@ founded in 2003 by Nicole Vogel and her brother journalist Scott Vogel , and began as a glossy magazine with a focus on the lifestyle of Portland . Nicole Vogel had previously been a vice president at Cendant Corporation , and had worked at Time Warner for five years and was a vice president at CNN . Scott Vogel had previously worked as a journalist for The New York Times . The niche market focus of the magazine was for " 25- to 65 @-@ year @-@ olds with household incomes of at least $ 100 @,@ 000 " . Nicole Vogel used Texas Monthly as one of her models for the magazine , which she had read growing up in Texas . Planning and research for the magazine included conducting 200 interviews with residents of Portland , in addition to raising US $ 40 @,@ 000 from angel investors . 
