Forbes is creating a wine-focused content vertical, commerce site and membership program to grow direct consumer revenue beyond its traffic-dependent businesses, as it looks to offset zero-click traffic declines and content discovery challenges.
There’s a sense of urgency to the strategy. In Q1 2026, Forbes’ site traffic was down 37 percent year over year, according to Emily Jackson, svp of revenue and consumer growth at Forbes.
Forbes — and a wide range of publishers in the same boat — have to determine how to bring value to their existing, smaller audiences, and how to more effectively make money from them.
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