Dive Brief:

• Forbes magazine is running an advertising twist to its annual "30 under 30" issue— sponsored content. 
• After the first cover, a second cover sponsored by AT&T will run featuring the co-founder of the startup Uncharted Play, Jessica Matthews.
• The native ad will be the first sponsored cover to run in the publication as part of the BrandVoice program. 

Dive Insight: 

Forbes has received a magnitude of both praise and criticism for BrandVoice, an ad program that has native ads that are strikingly similar to editorial content of a publisher. As other publishers are struggling, native ads have the opportunity to help move a publication forward. While a second cover is both a new and bold choice for an ad placement—it will be interesting to see whether it will just confuse readers or be skipped over.