Forbes’ new neighbours are Snoop Dogg and Paris Hilton. The New York-born business magazine hasn’t upped sticks to Los Angeles. Instead, it has set up shop in the so-called metaverse. The business magazine is not new to Web3 tinkering, having claimed to be the first publisher to have turned its cover into an NFT (non-fungible token) in 2021. But now, its chief technology officer Vadim Supitskiy told Press Gazette, the 105-year-old publication is setting up its own little world on the web. Supitskiy said he was confident the venture will pay for itself in time – but that creating this virtual experience was mainly about positioning Forbes for the future and broadening the value proposition for subscribers.