All in the family

Mixed feelings about the announcement that Moira Forbes, the daughter of billionaire media magnate Steve Forbes of Forbes magazine, granddaughter of Malcolm Forbes, has become the first publisher in Forbes' history with the launch of a new quarterly print mag and website spinoff from the eponymous business title. It's called ForbesWoman.

Targetted at professional women, its first print issue due out May 11, and will be sent to Forbes’ 125,000 female subscribers. The parent magazine has a paid circ of 900,000.

The mixed feeling comes from two nagging questions: would she be doing this if she weren't a member of the family? And what took them so long?