Forbes to examine how advertising drives Web traffic

Forbes is beginning a new project where it plans to determine how much Web traffic is driven by advertising, writes Matt Kinsman of Folio.

Kinsman writes, “The publisher will work with MediaVest and comScore to measure the direct impact of specific ads within Forbes on driving traffic and engagement to the advertiser’s Web sites.

“MediaVest is helping Forbes select advertising partners for the test, as well as providing its print effectiveness technology. The partners will develop a custom survey for a random sampling of magazine subscribers who can opt-in to participate. comScore will compile the results.

“‘Forbes recently invested in the most significant re-architecture of our magazine in our 93-year history,’ says Meredith Kopit Levien, senior vice president and group publisher at Forbes, in a statement. ‘As a result, print advertising is growing, and we just published our largest issue in past three years. Now we are launching print ad effectiveness research to provide our marketing partners with new accountability tools to measure online behavioral changes as a direct result of their investment in Forbes magazine.'”

Read more here.