Categories: OLD Media Moves

Forbes leader defends Advoice program

Lewis Dvorkin, the chief product officer at Forbes, defends the magazine’s Advoice program, which gives companies an opportunity to post content on the business magazine’s website.

Dvorkin writes, “Now we’re taking dead aim at the disruptive forces before us by reconceptualizing how to fulfill the needs of our readers and advertisers alike.

“Our AdVoice program is a bold and critical part of our larger strategy–to position the most authoritative content from journalists, authors, academics, experts and marketers, too, at the center of a social media experience. AdVoice is for marketers, informed content creators in their own right. It provides them with the same tools that I or any of our staffers and contributors use to publish content on Forbes.com. It offers marketers a voice–a way to supplement traditional forms of advertising–and a unique opportunity to engage customers with thought-leading ideas in a credible news environment. Transparency is essential. I’m identified as a FORBES staffer; a marketer’s post carries the AdVoice label.

“Last week AdVoice demonstrated a new reality, exciting for us but perhaps discomfiting to traditionalists. SAP, a huge software company and an AdVoice partner, published an intelligently provocative post about Apple and the iPhone 5. Readers flocked to it. Powered by Facebook and LinkedIn shares it rose to the No. 1 spot in our most-popular-story module, nestled among posts written by staffers and contributors. An SAP post a few weeks ago on Salesforce.com hit the No. 2 spot.

“Jonathan Becher, SAP’s chief marketing officer and an AdVoice writer, says AdVoice enables his company’s employees to write with ‘authenticity’ and join the conversation.”

Read more here.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.

Recent Posts

Business Insider founder Blodget is leaving company

Business Insider founder Henry Blodget sent out the following on Friday: Team, Seventeen years ago,…

28 mins ago

Dow Jones reports slight increases in revenue, earnings

Dow Jones & Co., the parent of The Wall Street Journal, MarketWatch.com, Barron's and Investor's…

2 hours ago

The Independent hires Baragona as senior reporter

The Independent has hired Justin Baragona as a senior reporter. He will be covering the intersection of…

4 hours ago

Econ Reporting Hardship Program sets up Ledbetter Fund

Author and editor James Ledbetter was a beloved friend, Economic Hardship Reporting Project Board member…

5 hours ago

FT names Brower US news editor, Edgecliffe-Johnson departing

Financial Times editor in chief Roula Khalaf sent out the following on Friday: Hello everyone I'm pleased…

5 hours ago

WSJ’s Brown is leaving publication

Ken Brown of The Wall Street Journal is leaving the news organization. He is an…

1 day ago