Forbes Media to promote investment guide iPad app

Share this article:

Forbes Media will market its just-released iPad application through e-mail, Forbes.com, its print magazine and social media beginning this week.

The company plans to use considerable direct response in the effort, said Nina La France, VP of consumer marketing.

“The iPad represents an interesting new opportunity to distribute content to readers who may or may not be consuming it in the other ways we make it available. So we wanted to explore the possibilities around taking advantage of the new medium,” she said.

Forbes Media designed the application internally and worked with Internet marketing and technology design company R2integrated on its implementation.

The application, which is sponsored by John Hancock, allows consumers to access feature stories from Forbes' 2010 Investment Guide. It also has video interviews with financial planning and investment experts.

La France said one of Forbes Media's goals is for readers to form an extended relationship to the brand through the application.

“It's this idea that people will go to it everyday, open it, take a look, pick thematically or pick stories as they see them presented in the table of contents, which we try to make very easy to navigate — that's how the relationship extends,” she said.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Target Better With Facebook, Sandberg Tells Marketers

Target Better With Facebook, Sandberg Tells Marketers

In earnings call, the COO claims Facebook is 44% more accurate than the industry average at targeting and promises increasing investment in ad tech.

Day One on the DMA2014 Show Floor

Day One on the DMA2014 Show Floor

Sprouting from the Direct Marketing Association convention today were retargeting refinements, rules for breach behavior, and, yes, some darn fine Brussels sprouts.

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.