Rob O’Regan, the editor of emediavitals.com, writes about how Forbes magazine is allowing advertisers to publish content on its website.
O’Regan writes, “Forbes has adopted the latter strategy with its 2-year-old AdVoice program. AdVoice allows marketers to publish blog posts directly to Forbes.com, where they compete for eyeballs with all other staff-written and third-party content. To date, 13 brands have participated in AdVoice (all as part of a larger media buy). Four more will launch within the next six weeks, and Forbes expects to have more than two dozen partners by year-end. Forbes plans to extend the program to video content in the fourth quarter.
“More than 10% of Forbes digital revenue comes from partners using the AdVoice platform, and Forbes expects that share to rise to 15% by the end of the year. (Overall, Forbes digital revenues have increased 28% through the first seven months of the year.)
“AdVoice is a way for Forbes to extend its evolving publishing model to advertising partners, who use the same platform and tools as Forbes’ editorial staff and other third-party contributors to publish their posts, said Lewis D’Vorkin, Forbes Media’s chief product officer.
“‘Just as we’ve built up a new editorial newsroom, we are building a mirror ‘brand newsroom,’ with the same discipline and the same skill sets,’ D’Vorkin said in a phone interview. ‘The difference is that personnel from the sales side – not the product or editorial side – are working with our AdVoice partners to educate them and advise them on how to publish.'”
Read more here.
