""We don't have as much scale as we used to. Because of a lot of the changes that we're seeing to traffic, to the way that people are discovering content, and to monetization, we feel really strongly about building direct audiences... We are really trying to focus on what a net new business is that we can build that will be durable in this age of AI.""
""Despite the sharp dip in traffic, revenue was up 2 percent year over year in Q1. A big part of that is a significant increase in conversion rate - up 100 percent year over year.""
""Forbes' strategy has been to invest more heavily in original Forbes content and audience engagement. A new, dedicated audience and loyalty team is working with Forbes' customer data platform to target and segment audiences and serve them content they are more likely to engage with.""
""Forbes saw positive engagement and traffic data from its wine coverage in its lifestyle section, and saw an opportunity to create a new business around the vertical.""
Forbes is developing a wine-focused content vertical, commerce site, and membership program to enhance direct consumer revenue as site traffic declines. In Q1 2026, site traffic fell 37 percent year over year, prompting a need to provide value to smaller audiences. Despite traffic drops, revenue increased by 2 percent due to a 100 percent rise in conversion rates. The strategy includes investing in original content and audience engagement, with a dedicated team targeting specific audience segments. Positive engagement from wine coverage indicates potential for a new business opportunity.
Read at Digiday
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