Forbes Media continues to blaze new trails for marketers that want to a reach an array of C-level executives, both online and off. The company has been particularly aggressive in building its print operations overseas. Forbes Georgia debuted in December, and Forbes Czech Republic is set to roll out in November. Forbes Media also has licensed editions in China, India and Russia, as well as in other countries. “You can advertise in the target's native language,” said Terrance McDermott, media director at b-to-b ad agency Slack & Co. “That is a huge benefit because it's asking an awful lot to reach a prospect who is not only good at his or her business, not only researches important decisions for the business, but who does it in a non-native language.” Forbes unveiled a major redesign in late 2010, along with a revamp of Forbes.com. In the past year, it has introduced magazine apps for Amazon and the Nook reader, and is now readying an app for the iPad. The company has added other marketing vehicles to increase its appeal among b-to-b advertisers, such as the validated Brand Increase Guarantee program (vBIG). The program, which debuted in March, uses comScore's validated Campaign Essentials (vCE) to guarantee an ad impression was delivered. “Importing a series of tools to gauge advertisers' results on things other than click-through engagement is very important,” said Mike Perlis, president-CEO of Forbes Media. Rick Segal, president of worldwide operations for marketing agency gyro, has worked with Forbes Media for years for a number of advertising clients that are eager to target Forbes' audience. Now, he's also a customer. In June gyro became the exclusive sponsor of the Forbes CMO Network on Forbes.com. Segal said the return on the investment continues to exceed his agency's expectations. “My ability to not only see the impressions that the media is making for me but also to have visibility to the shared social network activity that is emanating from the gyro-sponsored content are both very powerful metrics in building the case for marketing communication investment,” he said. Gyro's ad buy is part of Forbes' AdVoice program, which enables marketers to pay to publish articles in Forbes or on Forbes.com, alongside content produced by Forbes journalists and bloggers. Some of the major b-to-b brands participating in the program are Dell, Microsoft Dynamics and SAP. “I've actually taken the new model out for a spin and I am delighted,” Segal said, referring to AdVoice. “In 30 years of being in this business there's no program that I've ever been involved in that has given me a better view of the full-funnel flow of opportunity, from impression all the way through closed transactions.” —M.S.
Kate Maddox on 03.02.2015