Financial documents being shown to potential buyers raise questions about its future growth. Has Forbes peaked? And can it justify the high price it's seeking?
The bidding for Forbes is now moving into round two, with a sale expected within a month. A surprising set of largely non-U.S. buyers is flipping through the pages of a memorandum prepared by Deutsche Bank, which Forbes has tasked with shopping the property. A careful reading of that 62-page confidential document reveals a lot about the company's much-heralded forays into new businesses.
Last week I attended Content Marketing World, where I joined over 1,700 marketers from more than 40 countries around the world. This was the biggest marketing conference I have ever attended. And it represented a huge increase over the 1,000 marketers who attended last year.
Publishers these days are acting more and more like agencies, helping brands create and distribute branded content across the Web. While the attention has been on modern publishers like Gawker and BuzzFeed, an old-guard publication, The Economist, has also gotten into the trend.
The Economist started the Economist Intelligence Unit, a service the outlet provides to clients who want to tap into the Economist’s research and audience, in 1946.
If there is a red line delineating the church and state of journalism, some big news publishers have just crossed it -- introducing a spate of new "native" advertising formats that blur the line between advertising and editorial content in new ways, including brand-produced videos served directly in the news organizations’ video news players. The publishers, which include NBC News and Forbes, are not sheepish, much less apologetic about moving the line more to the advertisers' side of the ledger, but say it is part of an inexorable
Two years after launching its brand platform AdVoice, Forbes has learned a couple things: Its top advertisers like content programs, and they remain a small slice of overall revenue. Forbes is betting the former will outweigh the latter in the long run.
It has rebranded the service to BrandVoice to differentiate it as content marketing and is expanding it into video. Forbes is positioning the content product as a premium service, building up a content services division and often bundling BrandVoice as part of pricey integrated buys that carry a $1 million minimum.
It's one of those trends slowly gaining traction among the digerati: "adjacency" (i.e. banner and display ads associated with content) is dead. Advertisers want social media and data-driven marketing; they want names and e-mails, or immersive brand-response advertising that aligns them with specific editorial (in some cases created by the advertisers themselves).
Inside The New York Times building, there’s always a hum. And it’s not solely emanating from the multi-floor newsroom. It comes from the 28th floor, where Michael Zimbalist and his team of roughly a dozen staffers of the New York Times R&D Lab are sequestered from the rest of the The Gray Lady’s reporters, executives and staff. The NYT R&D Lab has the vital task of looking around corners and finding the future of how news and information will be delivered and consumed.
The New York Times Company announced today the launch of Ricochet, a new approach to digital marketing. SAP, along with media agency Mindshare, is the first company to utilize this new marketing solution.
Digital publishers are under pressure to find new ways for advertisers to reach their audiences. This has led to a growing use of “sponsored content” across sites like Gawker, Buzzfeed, The Huffington Post and others.
The moves are part of the shift by many brands to think of themselves as publishers in their own right. As Todd Sawicki, chief revenue officer of Cheezburger, said, “It’s a form of advertising that the online world is uniquely qualified to distribute.”
The challenge is to do this in a way that benefits all sides: publishers, advertisers and readers.
One hundred and sixty guests feted the custom content industry's highest honors this year at a festive celebration at Guastavino's in New York City Monday evening.