Forbes targets women with new mag, Web site

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Forbes has revamped its ForbesLife Executive Woman brand, renaming the magazine ForbesWoman and beefing up its digital components.

ForbesWoman magazine will, like its predecessor, be distributed by polybag to female Forbes subscribers, for a rate base of 125,000. The magazine is a quarterly, and the first issue will appear May 11, with two more issues coming out in 2009. The Web site launched last week.

“Forbes has always been committed to women's success, and as more women have reached senior levels and played significant roles in the space of entrepreneurship, the coverage in Forbes has mirrored that,” said Moira Forbes, publisher and VP of ForbesWoman. “In 2007, ForbesLife Executive Woman was our first toe in the water of the women's space, and the reaction was phenomenal. That inspired us to really evolve the platform.”

All told, Forbes has more than 900,000 subscribers, making the 125,000 women an elite group to target. Readers run from older executives to young, ambitious women working in a variety of industries. Advertisers in the first issue include Chanel and Prudential.

“We're happy with the audience we have right now,” Forbes said. “Although it's a smaller circulation, we feel like the digital effort on Forbes.com is an opportunity to provide this content to a much broader audience. The mix is the best content delivery mechanism for us at this point in time.”

The Forbes Web site receives seven million unique visits from women each month — a number that is expected to grow as more written content, video and social opportunities get added to ForbesWoman.com.

“There's not a sophisticated, intelligent magazine speaking about these issues in a thoughtful and comprehensive way on regular basis,” she said. “Portfolio, for example, is positioned as a business magazine and is gender neutral. Traditional lifestyle magazines might only offer a sliver of content that relates to this woman.”

Editorial in ForbesWoman will cover career management, lifestyles, thought leadership and other issues targeted to professional women.

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