Mission: Driving additional magazine advertising sales through densely integrated events closely allied with editorial content.
Coup: Co-branded food and wine events for emerging travel destinations. Examples: events at Puerto Rico's El Conquistador resort in October and the Canadian Tourism Commission in 1999.
Emerging: Dual-audience events. Although our magazine targets women, the events reach almost as many men, who are a sought-after target for sponsors.
Tip: Don't outsource your event. Directly handling it is the only way to guarantee a seamless, organically generated event with long-term continuity for sponsors.
Challenge: As food events explode nationwide, sponsors and consumers expect more. We have to continually exceed the previous year to stay in front.
Forecast: More complexity in cause marketing relationships. Watch as different causes serve different audiences and roles within the same event.