Lewis Dvorkin

Forbes has given all of its reporters blogs in an effort to turn them into "entrepreneurial journalists." Now some of them are using their blogs to critique the magazine itself, and a top early target has been conservative writer Dinesh D'Souza's article last week about President Obama.

William Baldwin announced Tuesday that he's taking a new job at the struggling business magazine as a writer. The move comes about two months after Forbes hired Lew Dvorkin as chief product officer, above Baldwin.

When Lewis Dvorkin founded True/Slant, his expert blogging community, his goal was nothing less than inventing a new business model for journalism. Now, Dvorkin is attempting to install that nimble but high-quality model at Forbes Media.