How do you make a 96-year-old magazine relevant in the era of social media? How do you do the same for an established Web site? What’s the best way for both to work together as one? For the last three years, FORBES, one of the most storied brands in American journalism, worked to answer these questions by changing the culture of publishing.
The next stage of a rolling redesign of Forbes.com has been implemented, including a new homepage and redesigned channel pages for Business, Investing, Technology, Entrepreneurs, Op/Ed, Leadership, Lifestyle, and Lists.
The redesign is following an “inside-out” strategy, having begun with a new digital platform for editors, staff reporters, and contributors in August, followed by the revamping of the Forbes 400 Wealth profile pages in September, and the debut of AdVoice in November.
Our new homepage is phase one of our plan to provide business news consumers with a much more dynamic front-door experience. It is cleaner and easier to navigate. The top of the screen focuses on a single story. Beneath that, a horizontal scrolling module highlights news and feature stories, and beneath that, we introduce the notion of activity streams, a hallmark of our new channel pages. For now, this homepage activity stream is populated with stories from our eight channels. There is much more to come when we enter phase two of our homepage rebuild.
Along with the homepage, channel pages sit atop our unfolding Web experience. You can follow channels or sections. You can also follow full-time staff editors and reporters and hundreds of experienced topic-specific contributors simply by rolling over their name and clicking “Follow.”
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.
It looks like all the rumors were true. Forbes Media has acquired digital news site True/Slant. Forbes was already an investor in the site.
The small True/Slant team, with more than 100 years of Web, publishing and TV experience, will now be working side-by-side with talented and dedicated journalists at Forbes Media. The goal: to work together to further develop a mindset around the power of the Web and traditional news values. With hard work, we can implement new blogging platforms and more efficient digital, print and video content creation models; we can find better ways for audiences to engage with news and information; and we can pursue new integrative approaches for marketers and advertisers.
What will happen to True/Slant’s current lineup of contributors remains unclear, but it looks like many will not be making the transition. the site’s most visited blog is by journalist Matt Taibbi, who currently writes for Rolling Stone, which is in many respects a competitor to Forbes.
Dvorkin writes to contributors looking to make the jump to Forbes: “We look forward to discussing the possibilities with you.”