Forbes chief product officer Lewis Dvorkin spoke last week in London about the business magazine’s editorial strategy, writes Rachel Bartlett of Journalism.co.uk.
Bartlett writes, “Strikingly, it is seeing much success in resurfacing past content, with 50 per cent of its monthly traffic said to be to articles that are at least 30 days old.
“The ‘more quality content we produce, the more variety we produce, the more long-tail of content we have,’ he added.
“But the approach taken by Forbes demonstrates that it is not just a newsroom’s own reporters who can achieve this.
“Writers on the site vary from Forbes’s 45 journalists, its 1,300 contributors and those from the 12 or 13 BrandVoice clients, companies who pay to publish stories promoting a brand, with that work displayed in a way which is ‘fully transparent,’ D’Vorkin added.
“Around 15 per cent of the contributors are journalists, D’Vorkin confirmed, later explaining by email that these are defined as those ‘who have worked for leading international and national newspapers, magazines, broadcast and cable outlets and trade publications.’
“The remaining 85 per cent of contributors features ‘authors, academics, topic experts, business leaders and entrepreneurs,’ he said.”
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