Magazine brands and the power of live events

Jack Blog

March 5th, 2012 By Jack Morton

There’s a great article in this week’s Ad Age on the growth of live events as a source of revenue for magazines > http://bit.ly/zT40dy.

This is way beyond the “value add” offer that magazines have long sold to advertisers as a way to sweeten ad sales for their print pubs. Instead, it’s a whole new approach to generating both content and revenue streams—at least, for the magazines that do it right.

An impressive stat: The Atlantic generates 17% of its total revenue from events. (Yep, you read that right.) The president of its events division notes that events are easily commoditized; “We focus on trying to remain unique… by differentiating through our content.”