A Launch for the Global Community
The majority of ads come in from companies located outside of the United States, which perhaps explains why digital advertisements are non-existent.
"We are requesting digital ads, but it's difficult to ask the (international ad community) for them. They are used to doing things one way," Pallans reveals. "Since we're the new kid on the block, we can't be too forceful in what we require. I think that after we're established over there—that is, after the balance of this year—we can put a little more pressure on advertisers. Right now, we have to accept what they're giving us, which happens to be conventional film."
Ad film is copydot scanned upon receipt. Forbes does not allow any electronic versioning of ads destined for different countries. Continents, however, may be split up, says Pallans.
"We do have a Europe/Asia/Latin American split," he explains. "So an advertiser must buy the full run of the book and split those three locations. While we have the ability to do a country-by-country split, we've elected not to, because the print run is so short. We'd never get the book off the press if we did."
As Forbes' distribution manager, Conrad has a few challenges of his own—specifically, getting magazines overseas in a very limited amount of time.
Distribution vendor Mail Inter-national, based in the UK (with domestic headquarters in Sterling, VA), works with Conrad to make certain that distribution deadlines are also met.
From World Color's Effingham plant, magazines are trucked to Mail International's hub in Sterling. Books are then divided into two categories: those routed to Latin America and issues for all other international destinations.
The Latin American books are processed for mailing in Sterling. Newsstand copies are shipped from New York City and Washington, DC. The balance of the magazines are shipped to Mail International's UK operation, where they are polywrapped and deposited into the Royal Mail postal system. By coding these as priority mail, Forbes is averaging a three- to five-day delivery cycle in Europe. Asian issues typically take a day or two longer to reach their destinations, according to Conrad.