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William Cone joined Knight-Ridder in 1993, helping the newspaper giant build profits through event-driven efforts. The event department is now flourishing through custom event promotion and tie-ins for advertisers.

Age: 43

Title: Event marketing director

Challenge: Use events to build revenues through 29 newspapers in 26 markets.

Goal: Broadening our own definitions of a traditional newspaper.

Prediction: Event marketing is the tool of the future for media companies.

Tip: Take yourself down to the grassroot level to learn about it.

Pet peeve: When organizations stumble because they're too afraid of risks.

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