Sunday, December 3, 2023

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    Why Apartment Therapy added more commerce integrations to its tentpole event franchise Small/Cool 

    Event sponsorships are hard to come by this year, at least according to Apartment Therapy’s president Riva Syrop. But the money is there if publishers know what sponsors are looking for. And in the case of this year’s Small/Cool event franchise, Syrop said clients want bottom-of-the-funnel, transaction-oriented campaigns.

    When planning for the 2024 iteration of Apartment Therapy’s Small/Cool event franchise, Syrop said she and her team realized that the typical spring timing wasn’t going to be conducive for reaching their sponsorship revenue goals, nor their consumer revenue targets. Last November, Syrop said on the Digiday Podcast there were concerns about forcing sponsors to commit to large-scale sponsorship deals before their 2023 budgets were fully fleshed out. 

    So the decision was made to push Small/Cool to October this year. And just a few weeks out from the kick-off of the three-weekend-long event, Syrop said on stage this week at the Digiday Publishing Summit in Key Biscayne, Florida, that the delay paid off. 

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