How Forbes wants to build its European audience

Ian Burrell of The Drum writes about Forbes and its bid to grab a bigger audience in Europe.

Burrell writes, “The developments will coincide with a moving to new Forbes Europe offices in Soho, central London, where Yardley and senior Forbes correspondents, Parmy Olson and Thomas Fox-Brewster will also be based, along with the commercial team. ‘We haven’t really invested this type of money in Europe I don’t think ever before,’ says Yardley. ‘We are committing not just commercially but editorially to this region.’

“Critical to the success of this European brand-building project will be Forbes’s ability to transfer its key event franchises, most obviously its ’30 Under 30′ celebration of young entrepreneurs. In America, a place on this list has become a coveted honour, awarded at a Boston-based Summit which attracts 7,000 attendees anxious to network with the next generation of business leaders.

“The Forbes Europe ’30 Under 30′ list was launched in January at a party in London’s Wardour Street, at which it was announced that the inaugural European Summit for what Yardley describes as ‘this best-in-class breed’ will take place in Amsterdam in September. It’s a smart way to align the Forbes brand with a new and influential cadre, he says. ‘Each year you get a new crop of people and the network keeps growing and it’s self-perpetuating. The ideal scenario is that you want to take these millennials on a journey – they have made it onto the 30 Under 30 list and then we go on that journey with them until they are on our (Forbes) Billionaire’s list.'”

Read more here.