New York -- Forbes Inc. is launching a $10 million advertising campaign for its Forbes.com Web site. Featuring the tagline ``It's a new game. Forbes.com,'' the consumer-oriented campaign will attempt to drive traffic to the Web site, positioning Forbes.com as providing business information to a new and technologically savvy generation of entrepreneurs. The campaign strives for an edgy, Internet-oriented humor: In one print ad, a photo of a 20-something CEO appears above the caption, ``eye twitching, aorta bursting, deal clinching power breakfast'' of Hostess Sno Balls. The print ads are running in Business 2.0, Advertising Age and other business publications. The radio spots are airing in New York, San Francisco, Los Angeles, Seattle, Detroit and Boston. Merkley Newman Harty, New York, created the campaign.