Growing Entrepreneurs and Businesses to Benefit All Mankind


Growing Entrepreneurs and Businesses to Benefit All Mankind

We help busy entrepreneurs, CEOs, and professionals grow their businesses by becoming the authority in their field.

Advantage Media Team Members at work

Advantage Media

Launched in founder Adam Witty’s spare bedroom, Advantage|ForbesBooks was founded in 2005 under the name Advantage Media Group. Adam’s mission was to demystify and democratize book publishing. Given his passion for entrepreneurship, he quickly realized that business owners were the people that could benefit most from a book. By partnering with local writers and graphic designers at the time, he pioneered a done-for-you system that made publication an effortless experience, even within the demanding schedule of a business owner.

Advantage could write, design and distribute books that told the stories of its authors—whom Adam warmly referred to as “Members” of the “Advantage family.” The process appealed to hundreds of entrepreneurs nationwide. The idea gained steam and spawned imitators.


graphic designer working on book cover
Graphic Designer David Taylor working on a Member’s book cover.


After growing to a team of more than 20, Adam took note of something critical: once Members were armed with a published book, they still needed guidance on how to market and leverage the newfound “authority status” the authorship afforded. He adapted the company to meet this need.

Adam understood that a published book amounts to a marketing tool. Every business owner who published suddenly had more clout in their industry. Some Members even became celebrities on the strength of their book. Many were able to beat out competitors, because their book “tipped the scale” in customers’ minds.

He realized that a published book lends authority to its author. With a book, they can turn their name into a fully realized brand. Adam polished the foundational principles and processes of this idea and called it Authority Marketing®. Thereafter, Advantage would not only publish books, it would help authors use the book as the foundation to build authority. With authority status, authors leverage that currency to grow their business.


kevin armstrong speaking about managers vs leaders
ForbesBooks Member Kevin Armstrong, author of The Miracle Manager presenting at a conference on management vs. leadership.


Adam set out to build a world-class marketing team of strategists, writers and web developers, whose gold-plated credentials matched the writers and designers he already had on staff. Adam’s in-house marketing agency took on its own life. It is now staffed by a team of consummate Authority Marketing experts. The suite of marketing products that emerged became known as the Authority Marketing System.

As Advantage’s star rose, business media juggernaut Forbes took notice. Although Forbes had dominated the magazine market for decades, they had yet to make a foray into books. Advantage’s track record and entrepreneurial target market made Advantage Media Group the perfect match for Forbes’ budding ambitions for a book publishing imprint. In 2016, Forbes partnered with Advantage Media Group to launch ForbesBooks. Advantage dropped ‘Media Group’ from its name, and joined its new sister imprint to form a single company: Advantage|ForbesBooks.


adam witty and steve forbes speaking in front of crowd
Adam Witty and Steve Forbes speaking at the Advantage|ForbesBooks Authority Summit in 2018.


ForbesBooks is positioned as the company’s premium imprint, for leaders that truly are “The Best in Business.” Once their book is published, authors are given access to publish thought leadership content on, receive game-changing visibility in Forbes Magazine print ads and much more. The imprint publishes a distinct and selective list of business book titles each year. ForbesBooks Review, a supplement to Forbes Magazine, is mailed to Forbes massive subscriber audience twice a year.

In 2019, Advantage partnered with the largest local business media company in the world, American City Business Journals, to launch the new imprint Business Journals Books. Buoyed by the strength of 43 weekly business journals in the top markets in America, American City Business Journals boasts a combined audience of 14.6M monthly online readers and 1.3M weekly print readers. Now, for the first time, Business Journals Books offers a un-rivaled publishing and authority building platform for local and regional business owners.



The Advantage Family has become the leader in Authority Marketing and offers publishing imprints and marketing products united by a singular core purpose: growing entrepreneurs and businesses to benefit all mankind.


Adam Witty

Adam Witty

Founder and CEO of Advantage Media. Adam is a sought-after speaker, teacher, and consultant on marketing and business growth techniques for entrepreneurs and authors. He has written nine books including Authority Marketing, Book The Business, and Lead The Field. He has shared the stage with Steve Forbes, Gene Simmons of KISS, Peter Guber, and Bobby Bowden. Adam has been featured in The Wall Street Journal, Investor’s Business Daily, USA Today and more. He is chairman of the not-for-profit Youth Entrepreneurship South Carolina, where they teach entrepreneurial skills to at-risk youth in every South Carolina public school. He also chairs the Clemson University’s Spiro Entrepreneurship Institute board and sits on the College of Charleston Entrepreneurship Center board. Adam is a Clemson alumnus and is proud to call Charleston, South Carolina his home.
Rusty Shelton

Rusty Shelton

Senior Marketing Strategist and Publisher for ForbesBooks. As a successful entrepreneur, best-selling author, and noted marketing strategist whose commentary on marketing and entrepreneurship has been featured in Forbes, Inc. Magazine, BBC and many other top media outlets, Rusty has led marketing strategies for more than 30 New York Times and Wall Street Journal bestsellers. Rusty Shelton founded the award-winning firm Shelton Interactive in 2010 with a forward-thinking model: creating a full-service digital marketing and public relations agency that integrated design, social media, website development, and PR—services that are normally handled by multiple agencies—all under one roof. He lives just outside of Austin with his wife, Paige and three children (Luke, Brady, and Sadie) and their very rowdy black lab, Charlie.

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