Why Forbes sees a platform approach building its brand, not diluting it

For a 97-year-old magazine publisher, Forbes is no shrinking violet, reports Digiday. It has gone all-in on a platform strategy that’s thrown open its site to 1,200 contributors to post directly their own articles, as well as advertisers under its four-year-old native-ad programme.

To its critics, these moves spell the death knell of a storied brand. Columnist Michael Wolff recently called Forbes “an obvious fraud,” adding, “It is not a magazine or editorial operation at all. It is just, in effect, a user comment site that allows commenters the pretense of saying they have written for Forbes.” But to Forbes president and CEO Mike Perlis (pictured) this is simply the evolution of a nearly 100-year-old startup.

“We think the opposite is true,” Perlis said at the Digiday Publishing Summit in Vail, Colo. “The ability for people to be content creators is so incredibly powerful.”

Read the rest of this article at Digiday.

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