Whats IN the portfolio is MOST important. Suggestions Research your market, (determine what kind/subject you client is looking for)Don't send images of a cat to a dog magazine, (no matter how good they are they will not buy them) Find out how many samples He/She wants to see. Draging 200 images and expecting the busy art director to spend the after noon looking at them it the sign of a inconsiderate novice. Beleive me the art director can tell if he/she can use your work in a few images. Show only your best work, (when in doubt, throw it out) If you have 11 great images, and 1 so so image, you will be judged by the so, so, image. The art director will assume you couldn't produce 12 great images. If you're going to send samples, find out what format, CD, Slides, Xeroxes, etc. Show the art in a professional manner(no bells or whistles) remember the art directors time is valuable, don't waste it.