am slide thecapitaloftrust forbes.com

7/29/2019 AM Slide ThecapitalofTrust Forbes.com

1/41

Where You Reach &

Inuence Your Most

Important Customers


2/41

Who doyou


3/41

Assured reliance on the character, ability,

strength, or truth o someone or something.

Merriam-Webster Dictionary


4/41

uels the economydrives business

determines brand loyalty


5/41

Tangibles o TrustThrough personal action, trust has tangible benefts

Personal actions taken with trusted and distrusted companies

e

77%

72%

34%

17%

91%

76%

55%

42%

26%

Chose to buy their products/services

Recommended them to a friend or colleague

Paid a premium for their products/services

Shared positive company opinions/experiences onlin

Bought shares

Refused to buy their products/services

Criticized them to a friend or colleague

Shared negative company opinions/experiences online

Sold shares

Not Trusted

Trusted Source: 2009 Edelman Trust Barometer


6/41

Do people

business


7/41

Trust in businessdeclines

30

35

40

45

50

55

60

44%44%

48%

51%

48%

49%

58%

38%

53%

2001 2002 2003 2004 2005 2006 2008 20092007

In U.S. trust in business at lowest level, including post-EnronHow much do you trust business to do what is right?

Source: 2009 Edelman Trust Barometer

Enron, the dot-com bust,and September 11

A proound all rom grace. Edelman


8/41

I you lose trust, consumers will

move awaybut i a brand can

during these tough times, it will

win long-term loyalty. Mintel Research

Source: From MediaPost News, Quality, Creativity, Trust Are Keys To New Normal March 10, 2009


9/41

Who do you trustwith your media


10/41

Trust inmediahas

o senior business

executives surveyed61%

Source: Forbes-ExecuNet Trust in Media Survey, March 2009

Q1: Over the past six months, how would you say that your overall trust in media in general has changed?


11/41

Forbes mission is to be the

business media brand


12/41

Forbes ranked #1 in trustworthinessTrustworthiness or fnancial and business newsand inormation on a scale o 1 to 5

Total Forbes Panel Non-Subscribers

FORBES 4.28 4.32 4.25

Wall Street Journal 4.17 4.26 4.12

The Economist 3.73 3.78 3.70

Bloomberg News 3.76 3.81 3.74

Fortune 3.51 3.45 3.54

BusinessWeek 3.35 3.40 3.31

Yahoo! Finance 3.18 3.12 3.21

CNN Money 2.91 2.91 2.91

CNBC 2.89 2.99 2.83

New York Times 2.77 2.83 2.75

CNN 2.72 2.73 2.71


Q5: Please rate how trustworthy you believe the ollowing sources to be when it comes to business and fnancial inormation.


13/41

Executivestrust Forbesto be accurateTop sources or most accurate business and fnancialinormation, total respondents


Q6: Please rate what you believe to be the top three sources or the most accurate business and fnancial inormation.


14/41

Respondents describe Forbes as


Q7: When you think o Forbes, which o the ollowing words or phrases do you believe best describes Forbes as a source o business and fnancial inormation?

63%

62%

43%


15/41

This trust has made Forbes the

and the number one source obusiness inormation on the planet


16/41

business leadersaround the globe

trust Forbes

to tell the truth and be theirflter or credible inormation.

Source: Print: MRI Spring 2009 2 Issue Reach; Online: Omniture, March 2009; Adiy, March 2009; TV: Nielsen January 2009


17/41

More...

Source: Online: Compete, US Unique Visitors, October-March Average 2009 x% MRI Fusion (02-09/F08); Print: MRI Spring 2009


18/41

Mass targetabilityhightargetedreach


19/41

Why


20/41

because

comes to

those whokeep theirpromises


21/41

or

Forbes has been keeping

to deliver journalism

that makes people &


22/41

People trust Forbes to be

a ingood times and bad


23/41

Forbes had nearly quadruple the broadcast appearances oother business media and more than The Wall Street Journal.


24/41

Forbes can betrusted

...to

with changing needs


25/41

Trust in any language


26/41

Forbes can betrustedMarketers are saying that brand marketing isbroken. They want a new method o branding

that is moreaccountable, more fexible andmoreintegrated. CMO Priorities/Jupiter Research

...toto shiting priorities

Source: Jupiter Research/Verse Group Marketer Survey, November 2008


27/41

The #1 Priorityor CMOs in 2009 is

Achieving

on my marketing eorts. CMO Priorities/Jupiter Research

Source: Jupiter Research/Verse Group Marketer Survey, November 2008


28/41

Advertising Accountability

I there is no signifcant increase in at least oneo the key metrics brand awareness,brand avorability, messageassociation, purchase intent,Forbes will return advertising spend.

An enhancement to the above Brand Increase

Guarantee with added beneft oguaranteed reach and requency.I Forbes.com does not deliver on reach and requency

o target, Forbes will return advertising spend.


29/41

The #2 Priorityor CMOs in 2009 is

Developingmarketing programs that

online and traditional media. CMO Priorities/Jupiter Research

Source: Jupiter Research/Verse Group Marketer, November 2008


30/41

Forbes MarketDriven StrategyStructure as Flexible as Market Needs

BrandIntelligence

Group

IntegratedSolutions

GroupSales andMarketingResearch

Team


31/41

BrandIntelligence

Group

Integrated

SolutionsGroup

Sales andMarketingResearch

Team

BIGis solely ocused on bringing CEOs, CMOsand Senior Agency Executives marketing insights,

proprietary research, access to our inuential

community and innovative accountability tools.

BIG: Marketing Insights & Advertising Accountability

ISGcollaborates with Forbes editorial to bring ouraudiences groundbreaking content while delivering

unparalleled editorial integration and advertisingimpact to advertisers.

ISG: Ideas that Accelerate Advertisers Success

SMRTis our geographically dispersed sales and marketingorces with combined digital and print expertise. This

team positions Forbes as a true multi-media partner.

SMRT: Exceptional Service & Multi-Media Solutions


32/41

Advertising


33/41

Advertising

ProvenSuccess Stories

PotentialNew Editorial Inspiration

Ad ti i I ti | P


34/41

Advertising Innovations| Proven

Situation:Zurich sought to position itsbrand as a credible source or fnancial and

investment insights.

Forbes Solution: Intelligent InvestingA brand-new editorial platorm headlined by Steve

Forbes that leverages Forbes unparalleled credi-bility in delivering fnancial and investment insights.

Dedicated section on Forbes.com

Weekly video series on Forbes.com

Fact & Comment in Forbes magazine

Other Comments in Forbes magazine

30%o trafcto Zurich was

rom Forbes.comSource: Compete, December 2008

Advertising Innovations | Proven


35/41


Situation:IBM sought to establish its positionas a leading innovator in the world o business

and technology.

Forbes Solution: Creative DisruptionA breakthrough program providing the Forbes

community with lessons and applications inspired

by Harvard Proessor Clayton Christensens theories

o disruptive innovation.


Video series on Forbes.com

Strategy clipmarks on Forbes.com

New edit series in Forbes magazine

30%litin action taken

Source: InsightExpress



36/41


Situation:Microsot aimed to oster insightuldialogue among top global business leaders.

Forbes Solution: Business VisionariesA powerul editorial platorm anchored by a video

interview series eaturing todays visionary authors

and thought leaders.



Resource center on Forbes.com

Promotional ads in Forbes magazine

20,000+registered leads



37/41


Situation: HP aimed to position its brand asa provider o resources and support or growing

small businesses.

Forbes Solution: Boost Your BusinessAn innovative platorm anchored by an online

contest or entrepreneurs to submit their business

plans or a chance to win business capital.



Blog on Forbes.com

Promotional ads in Forbes magazine

160,000+participated

Advertising Innovations | Potential


38/41

Advertising Innovations | Potential


39/41

Journalism that makes them and

Bold, opinionated in good times and bad

and editorial

Access to the , most business communityand true

Innovative that elevate brands & drive sales


40/41

The

oTrustReachResults


41/41

am slide thecapitaloftrust forbes.com

Documents