"The publisher began rolling out the dynamic paywall to 20 percent of its audience on Oct. 17, and launched it today (Nov. 14) to the entire Forbes audience. The move is part of Forbes' broader push to diversify its commercial revenue for a post-search media era where open-web traffic, and the ads that ride on it, can no longer be taken for granted, according to Forbes CEO Sherry Philips."
"Digiday spoke to Philips while she was in London attending Forbes' CMO Summit on Nov. 4, where she said AI dominated the event. "But what keeps coming back, even just in the past five months, from our CMOs and other C-suites and communities of ours, is that humanity has to keep driving creativity...we're all leaning into it [AI] in a way that we find useful and helpful for our businesses...without hurting our editorial integrity or sacrificing our journalism and brand," she said."
"In the latest installment of Digiday's Inside the publisher C-Suite series, Philips spoke about how Forbes' AI-era playbook will mix using AI to drive paid subscriptions, multi-format sponsorships and developing - and protecting - creator-led IP."
Forbes launched an AI-powered dynamic paywall, rolling it out to 20 percent of the audience on Oct. 17 and to the full audience on Nov. 14. The initiative aims to expand subscriptions as a larger share of revenue amid declining open-web ad traffic. Forbes reported a 40 percent drop in search referral traffic this year and is using ChatGPT prompts to build new audience cohorts. The short-term priority is aligning and optimizing products for an off-search future over the next 18 months. The AI strategy seeks to drive paid subscriptions, enable multi-format sponsorships, and protect creator-led IP while keeping human creativity and editorial integrity central.
Read at Digiday
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