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In this no-secret-left-uncovered look at the rise and fall of the Forbes family, veteran financial journalist Stewart Pinkerton, who worked there for 20 years, brings to life the often incredible machinations and foibles of a century-old media dynasty that rose to glittering heights and crashed just as spectacularly. This is the first book that takes us to the ritualized formal lunches inside the mansion - like headquarters building at 60 Fifth Ave in New York, the lavish advertiser parties on board the family yacht, The Highlander, through the glory days of the ad-stuffed magazine edited by the legendarily irascible Jim Michaels, to the devastating family split over digital strategy that ultimately led to investors, including the rock musician Bono, removing the family from day-to-day control. It offers telling new details of the often-outrageous behaviour of motorcycle riding, hot-air ballooning, Liz Taylor - squiring, Malcolm Forbes and his shy, sometimes bumbling son Steve, the erstwhile presidential candidate, and a hopelessly divided family unable to protect the family jewels.