Forbes has launched an artificial intelligence-powered dynamic paywall as it looks to make subscriptions a larger slice of its revenue pie, reports Jessica Davies of Digiday.
Davies writes, “The publisher began rolling out the dynamic paywall to 20 percent of its audience on Oct. 17, and launched it today (Nov. 14) to the entire Forbes audience.
“The move is part of Forbes’ broader push to diversify its commercial revenue for a post-search media era where open-web traffic, and the ads that ride on it, can no longer be taken for granted, according to Forbes CEO Sherry Phillips.
“Last month, the publisher revealed at Digiday’s Publishing Summit Europe that it saw a 40 percent decline this year in search referral traffic. But it is already moving past that, gleaning useful insights from ChatGPT prompts to create new audience cohorts.
“‘Our top priority over the next 18 months is building and aligning products for [an] off-search [future],’ said Phillips. ‘So [that involves] how to get all our products aligned and optimized for this next evolution of media.'”
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