A Blended Portfolio: How Publishers Are Integrating Their In-Person and Virtual Events

If you want to know how something works, first you have to take it apart. And for the events industry, the pandemic did just that. For more than two years, publishers undertook a real-time process of trial and error as they sought to translate their portfolio of events into digitally native enterprises. Now, as health…

House of the Dragon’s AR App and Comic-Con Activation Makes You the Mother of Dragons

Winter is coming … in July. Ahead of House of the Dragon’s Aug. 21 debut, the network is rolling out a new global augmented reality app and a San Diego Comic-Con activation as it ramps up the marketing campaign for its Game of Thrones prequel. Fans can enjoy the interactive House of the Dragon: The…

Pitchfork Music Festival Sees Revenue Rise 112% Thanks to Custom Campaigns

The Cond? Nast music publisher Pitchfork has seen revenue for its flagship event, Pitchfork Music Festival, rise 112% compared to 2021. The privately held media company wouldn’t share precise revenue figures. But it’s the latest indication of heightened consumer and advertiser demand for the return of in-person gatherings. The three-day festival, which takes place July…

All the Insights From CMO Summit East 2022

On May 19, CMOs and senior marketing leaders from some of the world’s biggest brands gathered for an intimate gathering to discuss the future of work, Web3 and how they’re shaping culture. Virtual and in-person attendees heard from executives from brands including Visible, Mint and MasterCard. You can watch all seven sessions from this year’s…

Bloomberg Media Hires NYT Vet to Oversee Combined Events Business

The business news publisher Bloomberg Media has hired Jessica Flood to serve as its global head of Bloomberg Live and Bloomberg New Economy, a newly created role that reflects the changing landscape of events in a post-pandemic economy. Flood will report to chief commercial officer Stephen Colvin and starts July 11. In the position, Flood…

Inside The One Club’s Long-Awaited Return to In-Person Events

After two years of virtual events, Creative Week returned as both an in-person and online celebration. “It feels great because we’re really emphasizing the coming back together part,” Yash Egami, chief operating officer at The One Club, told Adweek. “‘Come Together’ is our theme, and there are a lot of people who haven’t been able…

How Vogue’s Met Gala Coverage Generated 100,000 Newsletter Sign-Ups

The fashion and style title Vogue broke site records for traffic, newsletter sign-ups and video views with its coverage of the annual Met Gala earlier this month, offering media companies a blueprint for translating cultural moments into recurring readerships. Rather than focus solely on maximizing traffic, the publisher employed a variety of strategies to capture…

Marketers Up! Lessons From the Kentucky Derby on Reaching Young Audiences

When it comes to high-profile sporting events, there are several that come to mind for marketing and brand professionals: the Super Bowl, Formula 1, the Olympics and the World Cup, to name a few. All of these events share the same goal: Make an impact to attract the attention span of new audiences, specifically younger…

Infographic: In-Person Events Are Back—but Not for Everyone

Among the many changes to where and how we’ve worked since March 2020 has been the shift to virtual events. Two years on, they have become a fixture of the hybrid workplace–but when it comes to sales, networking and education, Zoom is falling out of favor. This shift, enabled by Covid-19 vaccine availability, is reflected…

Watch Every Session of Challenger Brands 2022

In late February, Adweek’s fourth annual Challenger Brands summit was held virtually. From Feb. 22-24, leaders of disruptive upstarts and legacy brands reinventing the way they do business discussed the marketing landscape, innovation and consumer insights. Attendees heard from executives at brands like Applebee’s, e.l.f. Beauty and Mattel, as well as celebrity executives Alicia Keys,…

The Atlantic Returns to In-Person Events With The Pursuit of Happiness

The Atlantic announced the launch of its newest flagship event on Tuesday, a two-and-a-half-day hybrid festival beginning May 1 in Half Moon Bay, California, called The Pursuit of Happiness. The event, tickets for which cost $700, will be the first in-person experience the publisher has hosted since early 2020 and the first at a higher…

Companies Must Prepare for More Contingency Planning in 2022

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. In late November, I made the decision to buy a ticket to CES and booked a flight to Las Vegas. Over the last five years, CES has become an integral event…

theSkimm Launches the Second Iteration of Virtual Course Series, SkimmU

Independent media company theSkimm announced Tuesday morning the return of its virtual event program SkimmU, the latest effort from the publisher to expand its editorial offering beyond newsletters. The free, virtual series–called SkimmU Well–will run weekly for four weeks beginning Feb. 23. Each course will tackle a theme related to wellness, including mental health, nutrition,…

Why Marketers Should Prepare For NBC’s The American Song Contest

A show twice as big as the Super Bowl is spinning off into the U.S., but what can marketers learn from their European colleagues who have struggled to make the most of it for decades? The American Song Contest is coming to NBC in the Spring, but while it is a new show for American…

Vans Inspires Change With a Focus on Community and Inclusion

As more athletes continue to use their platforms to engage with their communities, skateboarding is becoming another sport that is inspiring a culture to be more inclusive. In an effort to empower, uplift and connect with the sports community, Vans is continuing to use their platform and partnerships to put all communities–including marginalized athletes–at the…

Cannes Lions Festival Organizers Commit to Real-Life Return in June 2022

As expected, The Cannes Lions International Festival of Creativity has confirmed that it will return to a real-life, in-person format in 2022. The tentpole advertising event, owned by Ascential, has been unable to run in person for the last two years due to Covid-19 risks but has now confirmed it will once again run in…

PepsiCo Drinks In the Data to Find Sports Fans

If Pepsi’s going to be the drink of choice of a new generation of sports fans, it’s going to need next-generation data to figure out who they are. During the Brandweek Sports Marketing summit, PepsiCo’s head of sports marketing and partnerships Justin Toman told Adweek’s consumer product goods reporter Paul Hiebert that “unsexy” data and…

Watch the 2021 Edition of Elevate: Publishing

From Oct. 26-28, leaders from publishing and media came together to discuss the challenges and opportunities of the shifting technological landscape. Attendees learned how companies like Vox Media, The New York Times, Group Nine Media and Playboy, to name a few, are using technology to grow subscriptions and develop new ad revenue strategies. With three…

Digital Subscriptions and Personalization: Building Newsrooms Fit for the Future

This year, New York Magazine has tackled ambitious journalism from millions of women who are leaving the workforce to America’s year of racial reckoning. David Haskell, editor in chief, New York Magazine, joined Adweek’s Elevate: Publishing event to discuss building a newsroom that’s fit for your purpose and the future. Prioritizing digital subscriptions and diverse…

After the Pandemic, What Does the Future Hold for Events?

In the wake of the Covid-19 pandemic, we’ve seen a shift from in-person to virtual events. More recently, we have seen the rise of hybrid events. Although each event brings its own benefits, few believe the limitless audience of a virtual event is worth the in-person trade-off of a live event. Financial Times’ Orson Francescone…