Why Time is getting back to custom activations as part of events business expansion
Time is nearly doubling the number of events on its calendar this year — increasing from 10 in 2022 to 18 in 2023 — and is expecting to grow event-based revenue by 55% year over year in the process.
The event count increase is due to a renewed focus around selling custom activations, which account for all eight of the new events in 2023. Time has four live custom events for brands scheduled to kick off in August this year, and another four are being finalized. While Time dabbled in the past with a few custom events, this year these offerings will be a focus of Time’s events sales strategy, said Time’s executive editor and vp of events, Dan Macsai said. Time did not host any custom events in 2022.
Macsai described this as an evolution of Time’s events business. “This year, we want to double down on what has worked for us in the past. And that is building events that sort of sit on top of our existing editorial franchises… but take it to a new level by finding like-minded brands and partners who share our mission of creating impact,” he said.
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Source:: Digiday
