Forbes Australia has hit the shelves, launching it’s first print edition and website this morning. The global giant’s Australian offering is published under a licensing agreement between Forbes Media and Success Publishing Pty Ltd.
At the core of Forbes Australia is the aim to bring a multi-faceted experience to readers.
At the helm is editor-in-chief, Sarah O’Carroll. She was most recently editor-in-chief of Yahoo Finance – where she was in charge of re-launching the brand in the Australian market in 2018, growing its audience to a peak of more than two million monthly users.
Mediaweek spoke with O’Carroll about bringing the Forbes brand into the Australian market and what her hopes for the title are.
“It’s really exciting,” says O’Carroll. “It’s been months, probably years in the making. Michael Lane, the CEO, has been in discussions with Forbes Global for quite some time.
“The original mission of Forbes is to champion success by celebrating the up-and-coming entrepreneurs, those who have made it, and those who aspire to make it. Forbes Australia will be no different. It’ll take that 105-year legacy and move forward to build a new, experience-led media company in Australia.”
The team are particularly focused on making the brand ‘experience-led,’ which O’Carroll says means bringing the stories of Forbes Australia to readers no matter where they are and how they like to consume content.
“We’re not just launching a magazine, and we’re not just launching a digital website or newsletters. We’re tapping into the deeper stories of Australia’s best leaders, entrepreneurs, and innovators and telling those stories that will inspire meaningful conversations and action – but we’ll have the opportunity to let those stories breathe in multiple ways.
“We have a bimonthly magazine, print magazine, digital news and features, and creative newsletters – we’re really building a Forbes world, as I like to call it. it’s a member-focused media organisation, so our members will be able to see the stories brought to life and unfold from the pages of the magazine, websites, and live events.”
Forbes is a formidable global brand, and after major success stories overseas, O’Carroll says that now was the right time to bring it Down Under.
“We have the opportunity to tap into our homegrown success stories here in Australia, and to lead that conversation in entrepreneurialism, innovation and what it’s going to take to create a prosperous future in Australia. Forbes Global saw an opportunity in Australia to really adapt and lead that conversation here.
“We’re in a unique position where we can take local stories and give a global perspective.”
The youth of some of Australia’s top business players is also a key element when it comes to who Forbes Australia will be working to reach.
“If we look at the Australian business landscape here, Australian young entrepreneurs might not be consuming traditional business media. So it’s an opportunity to really talk to those and connect with them.”
Although it’s been a rough few years for the global economy and all facets of business, O’Carroll says that she isn’t too daunted about launching a publication that is largely focused on business and finance.
“It’s an interesting time economically to launch anything – between inflation, interest rates rising, and a crippling skills shortage across every industry. But with these times of change and adversity, there’s always innovation, exploration, and new opportunities. That’s really what Forbes is all about.
When asked about her hopes for the brand, O’Carroll says that she is really working to connect with Australian audiences – as well as put a smile on their faces.
“I want to focus on building a holistic, member-led experience across print, online newsletters, and events. Really, my aim is to create, a business publication that helps our audiences connect, and really delight them – to give a bit of joy and happiness to the business community.”