“Even if you have a successful paywall, the revenue you get will not come close to matching what you’re going to get on the advertising side,” Forbes Media chairman and former presidential candidate Steve Forbes told paidContent:UK.
“We believe getting that wide audiences gives you many more opportunities to offer pieces or the whole of it to marketers, it gives you much more flexibility. Even in the old print days, for most publications, most of the revenue came from advertising, not paid circulation.”
For a publisher targeting cash-rich, information-hungry audiences, Forbes, which remains free on the web, eschews the charging paradigm practised by some business-news counterparts like WSJ.com. As told by the Forbes Media’s C-suite, who were in London this week to launch a Europe version of the printed magazine, the strategy instead sounds remarkably like the go-large-or-go-paid furrows being ploughed by the likes of Guardian.co.uk and Mail Online…
As well as the web fees frenzy, Forbes Media is also largely sitting out the current round of buzz in which publishers are eager to get their magazines on tablets and their app stores…
Forbes launched a free investing guide app, sponsored by Credit Suisse, which pulled only some content from its web efforts, and, later, an app of its 400 Richest Americans list.
“We thought, if we kept hitting on themes, we would create an experience that would create the need for a reader to go to it frequently,” Gentzel added.
Perlis himself favours the web over apps, at least for now.