Media folks used to say that reading Forbes magazine was like having Malcolm Forbes talk into your ear. Today, business decision-makers can go to Forbes.com to download video and audio, allowing them actually to have Forbes President-CEO Steve Forbes talk into their ear.It's just one example of how the decades-old Forbes philosophy of personalized advice has translated successfully into the digital age. The focus on strong business and lifestyle content remains the same, but now Forbes.com's 15 million unique monthly visitors can consume that information in a variety of ways, such as via an RSS feed or a mobile device.
Such variety gives advertisers several options when buying into the site, said Jason Klein, co-CEO of Special Ops Media. "They offer really custom and integrated platforms for advertisers," he said. "When you want to reach the Forbes audience, you're not limited to buying display ads on the site."
Forbes.com's efforts at incorporating emerging media have been successful, said Jon Schaaf, media director at b2b agency HSR Business-to-Business. "They integrate new technology very effectively and efficiently," he said. "They didn't just integrate technology for technology's sake."
Video, in particular, has been an important technology for the site, said Jim Spanfeller, president-CEO of Forbes.com. "We're producing more video content than ever, and we keep adding staff and resources to that area," he said. The site produces as many as 20 original videos a day.
Spanfeller said the site continues to enhance other content areas, as well. It recently added sections focusing on Wall Street and style, and it has expanded its "Opinions" section, adding new voices such as Atoosa Rubenstein, former editor in chief of Seventeen.
With so much content—the site publishes more than 3,000 stories a day—enabling users to narrow information according to their preferences will continue to be important, Spanfeller said.
"We've got to do a better and better job of being able to highlight the stories that are appropriate for that individual user when they come to the site," he said. "That appropriateness might change; it might be different based on what time of day they came to the site, or where they came into the site or their impetus for coming to the site in the first place."
Schaaf said Forbes.com's top-notch content and advanced targeting capabilities make it a very desirable media buy. "[They have so much] flexibility and ability in terms of reaching a target audience, whether it be from any type of vertical market, to high net-worth individuals, to business decision-makers, to a C-level audience," he said. "They do a great job in knowing who their users are and being able to target them."
2007 MEDIA POWER 50
|No. 1 The Wall Street Journal||No. 2 Google||No. 3 Forbes.com|
|No. 4 The New York Times||No. 5. CNET Networks||No. 6. Meet the Press|
|No. 7 USA Today||No. 8 BusinessWeek||No. 9 ESPN 'SportsCenter'|
|No. 10 Yahoo!|
|Top Newspapers||Top Business Magazines||Top IT Magazines|
|Top Trades||Top Web Sites||Top Broadcast|