As part of AdVoice, advocacy groups and corporations can post blogs under the Forbes banner alongside those written by the media company’s journalists, with Forbes charging on a flat-fee basis, encouraging the development of more engaging content, and non-editorial Forbes staffers providing consulting services, AdAge.com reported.
DVorkin told AdAge.com:
In this case, the marketer or advertiser is part of the Forbes environment, the news environment. For the last however many decades of traditional media, you’re a reader, so your stuff can only go here. You’re an advertiser, so stuff can only go here. And our stuff? It goes right here. But there’s a flow of content that’s contextual. Anything can appear in any place as long as it’s contextual — that’s the Web, and we are bringing that sensibility to the magazine.
Marketers need to reach the audience. This is where publishing is headed.
Forbes chief revenue officer Kevin Gentzel added:
We feel in a very transparent and clearly labeled manner that these voices can commingle under the Forbes brand umbrella to provide a rich experience for our users. If an auto manufacturer is in the midst of a new car launch and has a great story behind the creation of a high-performing engine, they should be able to tell it and to stream into our tech topic flow, or automotive topic flow, as long as it’s clearly labeled.