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Lewis Dvorkin
Works at Forbes Media
Attended University of Iowa
Lives in New York, NY 10011
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Lewis Dvorkin

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FORBES, soon to turn 99 years old, has both gravitas and digital scale, with 45 million domestic monthly visitors to Forbes.com, as measured by comScore.
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Lewis Dvorkin

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The place: Austin, Texas. The event: SXSW. The audience: technology’s elite. The panel: “We’re Not Gonna Take It! — The Ad Blocking Revolt.” Given this was deep in the heart of ad blocking (apologies to Gene Autry), I expected hundreds of digerati to rise up in arms — and take [...]
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Lewis Dvorkin

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I can still remember the angst at Newsweek in the mid-80s as slumping ad pages ate away at the size of each issue. The business side grumbled about lackluster covers. Editors, myself included, ridiculed sales guys (we could call them that back then) for their martini lunches with soft-shell crabs. [...]
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Lewis Dvorkin

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From her perch in Washington, D.C., Janet Novack has played an influential role in our investment coverage for 29 years.
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Lewis Dvorkin

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I remember the scene like it was yesterday. The ground floor conference room in AOL's Dulles, Va., headquarters looked out over a parking lot. The curtains had that Motel 6 feel. The folding chairs were beyond uncomfortable. And the coffee that frigid morning was awful. Almost 15 years ago, about [...]
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Interesting article and historical AOL perspective. Forbes definitely needs to do something: I've always disliked going to Forbes.com on the desktop... Imagine how I feel about mobile! The articles are poorly laid out; the advertising, a forested mess; and the content is often a bland and cold bowl of oatmeal. I think the exercise you had was awesome and sounds like a creative approach towards improvement. Forbes also needs to get another editor-in-chief with the caliber of James Michaels.
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Lewis Dvorkin

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From my desk in our spacious open newsroom in Jersey City I can walk in any direction and see new faces all around. Every so often I'll mumble to myself,
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Lewis Dvorkin

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I've had a long love/hate relationship with the digital article page, a main source of revenue for any news organization. It delivers news efficiently, but is little more than a pixelized reincarnation of its century-old newspaper predecessor. Digital know-it-alls have tried to bury it with every disruptive twist and turn. [...]
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Lewis Dvorkin

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As the industry grapples with ad blocking, here's my third of three posts on what FORBES is doing. It's got lots of numbers and a revealing chart.
I should have known it was coming, especially in a newsroom full of quick-witted journalists.
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Google+ is an engagement medium. With that in mind, some comments about your post.
I think your statistics also need to look at "Non-ad blockers" who were given a similar choice as the "ad blockers": select to opt into Ad-Lite Forbes. Then you would have a balanced comparison and have offered an incentive to those who weren't trying to deny you your revenue. My feelings after twice reading your articles are that as a non-ad blocker, I get no reward except an undiluted onslaught of flashy jerky changing ads.
Secondly, I wholeheartedly support the additional areas you are investigating as described towards the end of the article. I hope you will, in fairness, present those results with unbiased statistics: what is the bandwidth usage of the ads? How many users click away in disgust from the onslaught of Forbes' online ads? Do you do any exit interviews with these users?

Finally, the chart (above) showing percentages: From a statistical standpoint, I find almost little difference between the three groups. Obviously there's a 5% difference of technology readers, but even that is not huge and somewhat expected as you pointed out in your article. Percentages mask population size. Are each of the three groups of equal size? how many in those groups? what does this chart really tell us about the experiment. (Is it the message to your contributors that you aren't losing significant numbers of readers by demanding removal of ad-blockers?)

Why are ad-blocking readers responding to your request? Is it a positive response to the view that you are taking their concerns seriously? Or is to try a "Ad lite" experience? What's the stickiness of these people after the month trial is over?
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Lewis Dvorkin

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It was my first day of class as a first-time Skype instructor, so I got right to it:
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Lewis Dvorkin

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I have a new journalistic mission -- storytelling in a mobile world. Sometimes, it takes me back to my first stint at FORBES. In 1999, right before leaving for AOL, I guided the redesign of our magazine. FORBES had been stuck in a text-heavy mindset for years. It was an [...]
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Lewis Dvorkin

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I so dislike Internet jargon, even though I'm guilty of resorting to it. The most annoying current phrase is: Mobile First. It's standard fare in press releases. It's thrown around at industry events with pomp and bluster. It's the go-to sound bite to hype a strategic direction -- even if [...]
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Have him in circles
552 people
yorkary quintana's profile photo
James Crosby's profile photo
Jimmy Westerfield's profile photo
Antonio Sagansay's profile photo
stephen iwuh's profile photo
Peter Brodda's profile photo
SHAH FARHAD's profile photo
LUIS JESUS GARCIA GUTIERREZ's profile photo
Putut Waras's profile photo
Education
  • University of Iowa
    2013
Basic Information
Gender
Male
Work
Employment
  • Forbes Media
    Chief Product Officer, 2010 - present
  • True/Slant
    Founder and CEO, 2008 - 2010
  • AOL
    SVP, 2000 - 2008
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Map of the places this user has livedMap of the places this user has livedMap of the places this user has lived
Currently
New York, NY 10011
Previously
Washington, DC 20009
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