Forbes to sell ads for finance blogs

Category: Online marketing

March 25th 08, 13:30

The latest traditional media company to bid for the advertising dollar is Forbes, a new report suggests.

According to the Associated Press, the firm announced this week that it is to begin selling ads for some 400 financial blogs.

The move continues a trend started by conventional media presences including Conde Nast, Viacom and CBS, all of which have recently made an attempt to divert spending from Google and its peers by launching tailored ad networks as part of their online strategy.

Such initiatives offer advertisers the opportunity to buy more ads than a single website could sell, while ensuring that media networks remain relevant to the online sphere, it is suggested.

The report notes that these traditional networks may find it difficult to compete with the advertising presences developed by web giants such as Google and Yahoo!.

However, Sarah Chubb, president of CondeNet - Conde Nast's online division - notes that the company has resisted urging from online companies to form partnerships.

"We're pretty good at selling advertising, too," she says.

As well as its flagship paper publication, Forbes magazine, the US company also publishes Fortune and BusinessWeek.

This news story was brought to you by Bluhalo, a leading UK digital agency.

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