EVENTS QUICK TO FILL BOOKS' DANCE CARD MAGAZINES LEARN WAYS TOENHANCE THEIR BRAND AND WIN OVER NEW FANS.

Advertising Age, October, 1998 by Fitzgerald, Kate

Magazine publishers have gone on a binge of event-marketing events in the 1990s, discovering how events can boost ad pages, promote brands in new channels and generate new revenue streams.

That all depends, of course, on how the event is structured.

As more magazines dive into events, many publishers are discovering the high costs and potential risks to the brand. Experts say events are not for all magazines, and not all publishers know how to make events work for them.

CONFUSION ABOUT EVENTS

"There's still a lot of confusion about what an event is and what it can do for a magazine, and as people get caught up in the excitement of events, quite a few publishers are going off in the wrong direction," says Steve Burzon, a magazine...