New York—Forbes Media has launched an initiative to measure the effectiveness of print advertising through digital tracking. Forbes is collaborating with MediaVest and comScore in the initiative, which is intended to measure how successful ads in Forbes
are in driving traffic to advertiser websites and in affecting branded search activity.
Together, Forbes and MediaVest are selecting advertisers to take part in the study. An opt-in survey of Forbes subscribers will examine the efficacy of advertising in the magazine. ComScore AdEffx will compile the results of subscriber online behavior.
Beta versions of the research will be released this month.