 |
3 min read
Natalie Maquiling has shaped audience growth at Forbes Media for more than 25 years. As vice president of subscriptions and revenue operations, she oversees subscription and circulation strategy with a focus on alignment across print and digital platforms.
In our latest AAM Media Mavens interview, Maquiling shares insights from her career including the importance of innovation and embracing new ideas and how audience quality and engagement will shape the future of magazine media.
How did you choose your career?
I didn’t intentionally seek out a career in publishing, but rather it found me. I started my career in B2B media at Institutional Investor as its circulation business manager where I had the privilege of working with an exceptional team and a phenomenal mentor. During my tenure, I crossed-trained extensively, holding various positions across fulfillment, marketing and financial management. It was a true "eureka" moment when I realized I could merge my financial acumen with marketing strategy. Discovering a career that allowed me to utilize both analytical and creative skill sets was incredibly fulfilling, and that passion drives me to this day.
Can you share one initiative you were part of that helped Forbes innovate?
A few years ago, we pioneered the integration of QR codes directly onto the covers of both subscriber and newsstand copies. This helped readers discover and engage with the broader ecosystem of Forbes products. By seamlessly connecting print to digital, we significantly increased cross-product conversions and enhanced reader engagement.
In what ways has AAM supported your organization?
AAM has been instrumental in helping the publishing industry navigate rapid transformation, providing critical guidance on the modern metrics that matter most to the media buying community.
What are you most proud of in your career and why?
I am most proud of the opportunity to collaborate with and learn from exceptionally talented, intellectual and kind colleagues throughout my career. Achieving personal and professional growth while consistently contributing to the bottom-line success of the organization has been incredibly rewarding.
What one piece of advice would you give someone starting out in your field?
Stay curious, never stop learning and always voice your ideas. The media industry sits at the intersection of content and cutting-edge technology, making it an extraordinary space for rapid professional development.
What one word describes your company?
Visionary.
Where do you see the magazine industry in 10 years?
Magazines offer a premium, tactile experience. While the medium has shifted, the core value remains rooted in exceptional journalism, high-impact design and premium advertising. In a decade, the magazine concept will still exist, though it will occupy a more specialized niche within the broader media ecosystem. We will see a more highly targeted print-and-digital hybrid model. Crucially, traditional metrics like rate base will likely give way to deeper, more meaningful measures of brand experience, audience quality and community engagement.
What do you like to do outside of your career?
I enjoy traveling, painting, playing mahjong and spending quality time with my family.
What is one goal you would like to achieve?
I am deeply passionate about mentorship. My goal is to mentor as many young professionals as possible, helping them navigate their careers and achieve their full potential.