When Forbes rolled out AdVoice in 2010, the architects planned to blow up the traditional publishing-advertising model. Instead of offering companies just online banner ads, Forbes was giving advertisers the ability to publish their stories directly to the magazine’s website.
It was a gamble that bothered some media critics, who said Forbes had just tossed a grenade at the ad/edit wall. But three years and a slight rebranding later, the same platform — now dubbed BrandVoice — at least appears to be helping Forbes revenue. The company said 20% of its ad revenue this year will come from buys that include Brand Voice elements. The proportion will hit 30% next year, the company said.
Accounting for the precise impact of BrandVoice remains tricky, partly because Forbes often sells it as part of larger packages that include other kinds of ads.