Bugaboos

Melanie Wells, a senior editor at Forbes, covers the marketing arena soup to nuts for the biweekly, part of the Holy Trinity of consumer business publications along with
BusinessWeek and Fortune. "I once heard an executive say he'd rather see his company featured, warts and all, in Forbes than have a puff piece in one of our rival publications,"
Wells says. "He said investors and customers pay close attention when Forbes says positive things about a company." Wells edits most pieces appearing in Forbes concerning
marketing and her written pieces frequently run as cover stories, the latest focusing on so-called neuromarketing, or the use of brain imaging technology to see what's happening
in consumers' brains when they interact with brands. Wells covered marketing for USA Today before joining Forbes in 1999.