Facing declining referral traffic from search and social platforms, steeper competition for scale-focused campaign budgets and a myriad of other woes impacting ad revenue, several digital publishers are doubling down on the business they still carry some authority over: events.
The strategies vary, from increasing the volume of events and turning their events businesses into standalone brands to turning experiential franchises into pop-up commercial content creation studios. But the goal remains the same for publishers: to keep revenue flowing.
Take BDG, publisher of Bustle, W Magazine and Nylon, for example. The company’s 2024 advertising strategy has been reoriented around experiential, talent and premium content and has shifted away from display ads that are dependent on traffic to its websites, according to Jason Wagenheim, president and CRO of BDG.