Forbes: Paid online content can't supplant ad revs

MarketWatch -- Forbes Inc. Chief Executive Officer Steve Forbes said Tuesday that while media outlets may be able to reap more cash by charging readers for online content, it won't be enough to supplant ad sales.

"I don't think you going to see emerge a one-size-fits-all [model], I think you're going to see a number of paradigms," Forbes told MarketWatch after a speech before the Boston College Executives' Club in Boston. "But I think if even some of them do work, still the bulk of the revenue will come from marketing and advertising."

Forbes also said the entrance of Microsoft's (MSFT 28.81, +0.18, +0.63%) Bing into the online arena could give media outlets more leverage in charging for content that was previously free.

"Bing from Microsoft, if they aggressively went out and tried to sign contracts with information providers that you could only get it on Bing, and that you, the information provider, we'll pay you a fee for it, that might put some pressure on Google (GOOG 541.80, +0.98, +0.18%) and some of the other portals," said Forbes.

Forbes also dismissed the idea that media outlets could be accused by the government of collusion if several start charging for previously free content in short order.

"We're all cats now, it's very hard to herd us," Forbes said of the media industry.