Forbes Refines Native Ad Strategy With ‘Co-Storytelling’ Tools

Dashboard extension allows contributors and editors to seamlessly blend in related advertising

Headshot of Richard Horgan

The proof is in the smartphone pudding. And in that regard, Forbes chief product officer Lewis Dvorkin provides a solid example of what the outlet’s new “co-storytelling” tools uniting the editorial and advertising sides will look like in the palm of a consumer’s hand.

The “Edit Special Feature” CMS tool is a logical, belated and far more intuitive extension of the print magazine’s earlier BrandVoice efforts. From DVorkin’s explanatory post:

While in Europe, I also previewed co-storytelling opportunities on our new card-based mobile site. is operating in parallel to our current mobile site as we develop new content formats and reconfigure and optimize ad experiences. The image is a swipe-able card-based stream for Passport, a luxury travel sub brand we’re working on. In this example, a unique story sits beneath each card. Imagine if the horizontal stream of 10 cards told a complete story itself, with three content cards coming from marketers, again clearly labeled as to the source of the information.

DVorkin’s latest “inside content-ball” post is, as always, thought-provoking. As well as another reminder that his publication continues to push the envelope rather than wait for the envelope to paper-cut it.

Previously on Fishbowl:
Forbes Rolls Out 38th International Edition in Finland
Forbes’ Mobile Site Redesign Takes Its Cues From Snapchat and Progressive Web App Technology

@hollywoodspin Richard Horgan is co-editor of Fishbowl.