Forbes says BrandVoice program helping digital ads surpass print in 2013

When Forbes rolled out AdVoice in 2010, the architects planned to blow up the traditional publishing-advertising model. Instead of offering companies just online banner ads, Forbes was giving advertisers the ability to publish their stories directly to the magazine’s website.

It was a gamble that bothered some media critics, who said Forbes had just tossed a grenade at the ad/edit wall. But three years and a slight rebranding later, the same platform — now dubbed BrandVoice — at least appears to be helping Forbes revenue. The company said 20% of its ad revenue this year will come from buys that include Brand Voice elements. The proportion will hit 30% next year, the company said.

For the full story click Ad Age