Lest it repeat the mistakes of others, Fortune solicits and edits the opinion pieces itself, using a team of five. The expert advice comes from invitation-only communities of people whom Fortune has put on an editorial list like Most Powerful Women or have attended one of its conferences. Of the 120 posts a day that get published on Fortune.com, only about seven are contributed. At Harvard Business Review, by contrast, the vast majority of the site’s content comes from outside contributors.
Fortune’s approach naturally limits its ability to grow its audience. Fortune had 11 million unique visitors in February, up 33 percent over a year ago. But it still lags other business news sites, including Forbes at 40 million, Business Insider at 46 million and Yahoo Finance at 78 million.