The perks accepted members supposedly receive is getting their articles published in Forbes, peer matchups, a special concierge service, and health insurance options.
Let’s start with the first claim (as published on Forbes Agency Council): “Members receive the exclusive opportunity to share their thought leadership by contributing original articles to Forbes.com, with its nearly 38 million monthly readers. Members can submit business articles and tips directly through the member dashboard, where our editorial team edits the content and then publishes it on Forbes.com.” They don’t tell you that it takes up to 8 weeks for the content to publish – and you will receive endless calls and emails as a member trying to sell you writing services of some unknown writer (from Forbes or a random agency, no one tells that part) when calling from “Forbes Agency Council.” Nor is it made clear if said content is identified as native content or not. Their “Top health insurance benefits” mean they will be acting as an insurance broker and probably making a commission off of any deal they offer members. Now, consider this “concierge service” and “health insurance”, yet members must have “a minimum of $2 Million in revenue” – Can one have that sort of revenue and not have access to Amex concierge, or a slew of health insurance brokers? This is all about Forbes’ licensing their name – and receiving commissions (kickbacks) for someone to exploit their name in health insurance, the services one needs from concierge, and more. One other feature, they’ll give you a web badge to proudly display the Forbes name on your website – hence, Forbes’ brand is for sale. Every month you can also make use of a Council virtual personal assistant - let them book travel plans for you – although wouldn’t any top-level executive already have a personal assistant or other staff members handling those items and keeping any discounts inhouse? And can one pay money and write for Forbes.com? Where will it be noted that this is a pay for play? Is it? Sounds like a desperate way for a publisher to make money – while exploiting a great brand name. We can say this, Forbes has learned well from some of the best and brightest entrepreneurs and marketing people – they know how to sell, but that’s not really what people want from Forbes, is it? [caption id="attachment_78248" align="alignleft" width="392"]
Scott D. Gerber[/caption]
