Event programs have become must-haves for almost every magazine that wants to attract major marketers' ad dollars. Media buyers regularly express disinterest in "just ad pages" now, instead preferring multiplatform buys that find consumers in a host of ways.
Free, outdoor event
The new Women's Health event is called "Are You Game?" after a recurring feature in the magazine, and will begin in New York in July. The free, two-day, outdoor event will offer athletic challenges, beauty and spa treatments, workout classes, fashion shows, and live music. Its 11 sponsors include Everlast, Oakley, Michelob Ultra and Propel Fitness Water; Oasis and Crunch have signed on as spa and gym partners, respectively.
In September the magazine will take "Are You Game?" to cities including Las Vegas; Salt Lake City; Tucson, Ariz.; and Santa Fe, N.M.
"It's this whole idea of engaging her completely," said Mary Murcko, VP-publisher, of the magazine's reader. "Each year we plan to make it a little bit bigger, learn a little bit."
Women's Health, part of Rodale, also plans to increase its rate base to 850,000 from 750,000 with its July/August issue.