Business magazine Forbes is aiming to bring journalists and advertisers together on the page through “co-storytelling”, a new approach it claims will need another “mindset change” in the newsroom.
In 2010 Forbes introduced BrandVoice, a system through which companies could publish their own content on the Forbes website.
“That was a big deal,” chief product officer Lewis DVorkin told City AM. “Because everybody said ‘you’re going to ruin journalism or you’re going to ruin Forbes’.
“The editors of the New York Times and the Wall Street Journal said they’d do that over their dead bodies. And now they’re all doing it.”