Forbes.com continues to maintain its reputation for top-tier content and its ability to deliver a desirable audience to advertisers (29 million unique visitors in March). But laurel-resting is not part of the equation for the online financial publication.
The media channel that came out with a first-of-its-kind, money-back guarantee for advertisers six years ago, and expanded its content to niche, vertical audiences in the last few years, most recently launched its own online ad network. Called the Forbes Audience Network, it includes Forbes.com, Forbes Autos, Forbes Traveler, Investopedia, Clipmarks and RealClearPolitics. RealClearSports, currently in beta, will soon be added to the mix.
"It makes it easier to buy media," said Jim Spanfeller, president-CEO of Forbes.com. "It allows them one insertion order for all sites."
Forbes.com also redesigned its Web site with Web 2.0 in mind. The revamped site offers more content on the home page and redesigned sections, or channels, such as Personal Finance, Business, Technology, Markets and Opinion.
Phone: (212) 366-8900
Traffic: 27 million unique monthly visitors++
Ad revenue: N/A
Ad rate: $106 CPM
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Alan Schanzer, managing partner of media buying agency MEC Interaction North America, said of Forbes.com: "They've done a great job of creating more opportunities for us to reach that quality audience with compelling content and with the ability to do targeting within those channels as well as across Forbes properties." He added that Forbes has always been good at packaging cross-channel deals.
"The value is that we can leverage the Forbes brand through both online and offline and event channels. They do a good job of walking into an agency with a Forbes package, which is increasingly what agencies and marketers want to see."
Forbes.com has also created a blog network, signing up almost 600 blogs in the business and finance space.
"It's not only an easy buy," Spanfeller said, "it's also a clean and well-lit place, and you know the content is around business and finance." He said the plan is to generate an incremental 10 million to 15 million unique visitors through the blog network.
Schanzer leverages the blog network for clients not only for efficiency but because the readership is highly engaged. "You can buy right across that string of blogs," he said. "It allows us in a fairly efficient way to interact with the most active audience, writing and responding to the things they're interested in around those categories that Forbes represents," Schanzer said.
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