Latest Forbes has advertising “cover” behind real cover

Lewis Dvorkin, the chief product officer for Forbes, writes about how the latest issue of Forbes include a cover inside the normal cover from one of its advertisers.

Dvorkin writes, “In our new Under 30 issue (on newsstands now and available on Forbes.com Monday morning) we’re innovating again. The FORBES editorial cover on Oculus Rift’s Palmer Luckey is immediately followed by a clearly labeled AT&T BrandVoice cover highlighting an exciting entrepreneur at our Under 30 Summit in Philadelphia, at which AT&T was a key sponsor. This print execution is based on a simple principle: native ads, or content marketing, should be part of the natural flow of a product’s consumer experience. That’s the way it works on our digital platform, too. Staff and contributor pages are as clearly labeled as our BrandVoice partners, with all posts organically flowing though our content management system.

“BrandVoice is consistent with our mission to offer audiences credible voices and business insights, always transparently identified. It also helps fund the independent journalism we’ve been known for since 1917. The secret to our longevity is clear. Amid constant disruption we marry our traditional media values and standards with the realities of the times.”

Read more here.