Consumer focus for Forbes CMO

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Tracking the “content continuum” Forbes in January named Jorge Consuegra CMO of Forbes Media, a newly created position. Prior to joining Forbes, Consuegra served as senior VP at Western Union, where he was in charge of product management in the U.S. Before that, he was VP-international at Yahoo.

Media Business: Forbes is undergoing major changes on both the editorial and sales sides. What are your top priorities as they relate to the changes?

Jorge Consuegra: A few of the priorities I have certainly focus on the consumer. We traditionally have focused on the advertisers, and we'll continue to do that; but there's also a need to develop insight and a deeper knowledge of consumer segments and consumer needs and wants. Also, we're working on a crisp brand story that the entire organization can rally around and which will reflect [those] initiatives.

MB: What's your online marketing strategy?

Consuegra: We're talking about a “content continuum,” where there are our journalists; expert contributors who we select based on their experience and knowledge of topics; the consumer conversation, talking about the content we put on the site; and, finally, advertisers, which have great content, and [we] can put advertisers' content to live side by side with the other three tent poles. There are different pieces to the Forbes brand that we'll be marketing and extending through each of those [channels in the continuum] as well as social tools online.

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