The Rebooting Show Inside Forbes’s total monetization approach
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Sep 16, 2025 Sherry Phillips, the CEO of Forbes and a veteran in media leadership, shares insights on transforming the iconic brand for today’s chaotic media landscape. She reveals how Forbes is evolving beyond just a magazine, embracing diverse revenue streams like events, e-commerce, and branded content. The discussion highlights the challenges of digital traffic decline, the impact of Google on publishing, and Forbes’ new strategies to engage younger audiences. Phillips also touches on the intersection of celebrity culture and the creator economy, emphasizing brand adaptation in a rapidly changing world.
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Brand Gives Permission To Expand
- Forbes leverages global brand recognition to enter unexpected markets and product areas.
- That brand elasticity lets Forbes monetize beyond traditional journalism into commerce, events, and licensing.
Under 30 Fueled Unlikely Partnerships
- Sherry described expanding Forbes Under 30 globally and spinning off creator-focused products.
- She recalled Walmart sponsoring a Forbes creators upfront as an example of surprising brand partnerships.
Three Revenue Buckets
- Sherry groups revenue into integrated media, vetted commerce, and licensing as core buckets.
- Live events, newsletters, social and branded content sit inside an integrated media bucket tied to franchises.