Kayleigh Barber of Digiday writes about how Forbes is consolidating some of its revenue streams to create a high value audience.
Barber writes, “Forbes began its internal restructuring process at the end of 2022, when several revenue teams were moved under the leadership of chief product officer Nina Gould.
“Now overseeing everything from product development and design to e-commerce to programmatic and direct advertising sales operations, Gould said during the Digiday Publishing Summit on Tuesday, March 28 that the term ‘Product Team’ is a bit of a misnomer. That’s because underlying all of those different divisions is data insights, the team for which also reports into Gould and is tasked with using first-party data to give each team a better idea about how they can achieve their individual business goals.
“‘Part of the impetus behind the re-org [and the] continued evolution of my team really was about breaking down silos. And that isn’t just the physical proximity of people; it really is helping them have a more holistic view of the business. What that presents is opportunities,’ said Gould.
“Before its reorganization, the brands that Forbes would work with in both advertising and commerce capacities would often have different teams controlling different parts of their marketing budgets, so while the client’s affiliate marketing team might not have the budget to spend on commerce integrations, their counterparts could have a programmatic budget available.”
Read more here.
