Through three successive generations, the Forbes family has sustained a financial publishing enterprise around the popular Forbes magazine. Millionaire Malcolm S. Forbes Sr., known as much for his flamboyant lifestyle as for his publishing prowess, built the magazine his father had founded in 1917 into an enduring symbol of wealth and excess, with features such as the annual list of the world’s richest people. The Forbes’ influence has also extended to electoral politics. Malcolm Sr. was a New Jersey State senator and ran unsuccessfully for governor. Malcolm (Steve) Jr. made a failed bid for the 1996 Republican presidential nomination, building his candidacy around demands for tax reform. He was an unsuccessful candidate again in the 2000 primaries, despite notable spending.