Categories: OLD Media Moves

How Forbes has begun targeting millennials

Sami Main of Adweek writes about how Forbes magazine has pivoted its content to where now nearly half of its readers are millennials.

Main writes, “While Forbes magazine publishes 15 times a year, the Forbes website sees about 56 million visitors a month. Nearly half are considered part of a millennial demographic.

“More than 50 percent, and sometimes up to 70 percent, of digital readers come from mobile devices, comparable to other digital publishers. With that in mind, Forbes set out to design a completely consumable experience that would match other swipeable platforms for bigger projects on their site.

“With people swiping and rotating in other apps, the team at Forbes wanted bigger packages to feel familiar to their millennial audience and create an easier experience for them to navigate.

“‘This is a generation who grew up with [Mark] Zuckerberg,’ said Lewis DVorkin, and industry veteran who was Forbes’ executive editor in the Internet 1.0 days, and returned as chief product officer in 2010. ‘Young people want to do good or make their own non-traditional company.’

“‘Not many new media start-ups have succeeded in attracting a young, business crowd,’ he said.”

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

Indianapolis Biz Journal seeks a news editor

The Indianapolis Business Journal is looking for our next news editor, a role that focuses…

14 hours ago

Axios hires Berkowitz as ME for media and markets coverage

Axios has chosen Ben Berkowitz to be its next managing editor of business and markets.…

19 hours ago

Business Insider hires Ortega as director of newsroom operations

Business Insider editor in chief Jamie Heller sent out the following on Monday: I'm thrilled…

19 hours ago

Rest of World promotes Chandran to deputy editor

Rest of World editor in chief Anup Kaphle sent out the following on Monday: We are excited…

20 hours ago

FT hires Venugopal as India newsletter editor

The Financial Times has hired Veena Venugopal as its India newsletter editor. She has been working at…

20 hours ago

FT taps Parkin to be Middle East and Africa news editor

Benjamin Parkin has been named Middle East and Africa news editor at the Financial Times, based…

23 hours ago