Apocalypse 35: Full Circle at Forbes

As you probably know by now, Forbes has bought and decided to shutter blogging portal True/Slant, and to bring its erstwhile chief Lew Dvorkin in as its new chief. What you may not know is that Dvorkin–whom I wrote about last year–was an ex-Forbesian, who left the magazine for a start-up, and then for AOL, specifically because he wanted to get deep into the web and digital marketing, and left AOL, he told me, because it didn’t have “the DNA for content-creation.” At thetime, he was trying to explain True/Slant to me as pure content informed by branding savvy, but the combination will be just as relevant at Forbes. Former co-workers there tell me the change is all about helping Forbes play digital catch-up, and the test is maintaining its reporting DNA in the process. Read the rest of this entry »