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How media organisations can generate revenue from different products: a case study Forbes Ukraine
forbes.uaAbout the project
Forbes Ukraine — one of the country’s leading business media outlets. The publication features entrepreneurs, investors, academics, artists and opinion leaders who are shaping Ukraine’s development.
The challenge
To build a system that seamlessly integrates new products into the user journey, boosts monetisation and gives the Forbes Ukraine team greater control over product scenarios.
A website that helps grow your business, rather than just publishing content
Most media organisations face the same problem: every new product gradually turns into a separate service with its own pages, processes and tools.
In contrast, at Forbes Ukraine, readers can do everything within a single platform: read articles, take out a subscription, buy the magazine and register for events. There are no more unnecessary clicks, repeated logins or moments where users lose interest and leave the site.
The result is greater reader engagement and more completed actions at every stage of the user journey.
The updated design has enhanced this effect: cleaner typography, a clearer visual hierarchy and more ‘white space’ help readers find their way around more quickly and stay engaged with the content for longer — and, as a result, are more likely to reach the subscription offer.
A single ecosystem rather than individual products
Forbes Ukraine ’s content is featured in the highest-traffic areas on the homepage. The editorial team independently determines which content, rankings, special features or events attract the most attention from the audience. As a result, various products are promoted organically, and readers can complete a purchase in just two clicks.
For readers, this is a natural way to explore everything on offer at Forbes Ukraine. For online publications, it offers the opportunity to make effective use of existing traffic and adjust priorities according to editorial or commercial objectives.
Media monetisation managed by the editorial team
To shorten the user’s journey from initial interest to purchase, we have integrated subscription sign-ups, access to pricing plans and payment directly on the website. The editorial team manages access via the Paywall monetisation system. It now takes up to one minute to purchase a subscription or a ticket.
The main benefit lies not only in the convenience of payment, but in the fact that Paywall has become a fully-fledged marketing tool in the hands of the editorial team. The team independently combines products, tests access models, makes content available or restricts access, and sells the magazine and subscription vouchers.
*All data in this image is for illustrative purposes only
Paywall models
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Hard
It completely hides the content. Users cannot read the articles without a subscription
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Dynamic
Analyses user behaviour and determines when and in what format to display a subscription offer
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Hybrid
Some content remains free, whilst exclusive or analytical content is available only to subscribers
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Metered
It allows you to view a limited number of articles each month for free, after which it invites you to take out a subscription
Earn money from your content, not just from adverts
Let’s create a dedicated revenue stream for your media outlet: paid subscriptions via Paywall.
A print magazine as a standalone product
Print editions have become more visible to the audience. Users can see the latest issue, a summary, the value proposition and a quick purchasing process straight away on the homepage.
This shortens the path from discovering the publication to placing an order and increases sales potential without the need for separate landing pages, which require development, maintenance and marketing budgets.
Event management and ticket sales
Forbes Ukraine It launches event pages and sells tickets directly on the website via a single monetisation tool. The website handles the entire cycle: from the announcement right through to managing guests at the event itself.
All operational work takes place within a single environment: no third-party ticket-selling services, 0% commission paid to other platforms. All revenue goes to Forbes.
A rating system independent of developers
The Forbes rankings are one of the best-known content formats and an important tool for engaging with a business audience. The editorial team now creates new lists, updates data and adapts the structure to suit different formats via the in-house content management system.
The ranking should remain user-friendly even when it contains hundreds of entries. That is why we have made the navigation between categories more prominent, moved additional information into a pop-up and added progressive content loading. Users can find the ranking and entry they’re looking for more quickly, whilst the page isn’t overloaded with large amounts of data.
This transforms the most prestigious media projects into a repeatable product: they can be published regularly, scaled up and used as a way to attract audiences, partners and advertisers.
AI-generated audio versions of content
To enhance the value of the digital subscription, audio versions of the content have been added. These are generated using artificial intelligence, which enables the editorial team to create an additional premium content format without the need for a separate production team or additional recording costs.
For the audience, this is a new way of consuming content. For the media, it’s another reason to take out a subscription.
A Forbes-standard media site — without a huge budget
Published! provides ready-to-use tools for launching and growing media businesses: paywalls, subscriptions, monetisation, ratings and events. Everything that previously required a separate team of developers is now available on a single platform.
A website as a fully-fledged business system
The website Forbes Ukraine engages readers, converts them into subscribers and unlocks multiple revenue streams.
The editorial team manages products, launches new formats and tests monetisation strategies. For media organisations, this means rapid product development, lower operating costs and greater opportunities for revenue growth.
Do you need a website for your media organisation?
Please write, We’ll help!