Fall is upon us, one of the busiest seasons for events, trade shows, conferences and seminars. In this issue of Engage, we report on custom media and event synergy—are you maximizing your return on investment? We also take a look at one association that produces the world’s largest annual international consumer technology show. Don’t forget to check out the new launches, and take a look at some of the best magazine covers, according to the American Society of Magazine Editors. If you get even one idea, we’d like to think Engage is worth reading.

industry buzz

The Sweet Swell of Success
Check out the finalists for the American Society of Magazine Editors 2nd Annual Best Cover contest—the photo gallery connects you with some of today’s best ideas on copy and design.

Looking to swell your revenues? Take a look at The Modern Estate. This FOLIO: article reports that the start-up magazine has seen ad revenues climb 25% issue to issue, is clocking an 84% sell-through, and has a TV pilot in the works.

Meanwhile, success story Every Day with Rachael Ray continues piling up greenbacks—over $49 million in ad revenues so far this year. According to this article, they’re getting even greener by switching to recycled paper.

Going…Going…Growing?
Will “new media” kill print magazines? According to Media magazine‘s David Zinczenko, that will never happen because “we are what we read.” Magazines are “outward expressions of our individuality, and their impact simply can’t be duplicated by an electronic medium.”

Measure for Measure
Yes, the Internet is accountable. But, this New York Times article reports that not everyone dishes up data consistently. Just last month, tracking companies put the number of visitors to Conde Nast’s Style.com Web site at 421,000 while the site’s own system tallied 1.8 million. Advertisers want a better picture of what their dollars are buying—and not just for online advertising. For example, Time Inc. recently agreed to issue-specific rate-base guarantees.

Making The List
Advertising Age magazine has unveiled its Annual A-List, naming the top ten magazines of the year. The list was topped with a surprise winner… Better Homes and Gardens. Not to be missed, this year’s Brand Leaders Hot List reports on those magazines that have done the most “aggressive, ingenious job of propagating their brands.”

In other list news, this year’s annual Magazine 300 list ranks of the top 300 magazines in the U.S. by total gross revenue. Of interest is the Top 25 Digital Leaders, or magazines ranked by percentage of overall revenue coming from digital operations. Disclaimer: Access to some sites may require registration.

diamond in the rough

Custom Media: Improve Your Event ROI
by Judy Kirkland

 Trade shows, conferences and events now account for more B2B spending than almost any other media. The factors driving this rapid growth in so-called “face to face” media—the ability to reach and engage highly targeted audiences—are the same factors that have also propelled market increases of 18% for custom media and 22% for e-media*. Growth in all three of these community-building media is more than mere coincidence: conference publications, microsites and other forms of custom media, combined with the event itself, allow organizations to stay connected with their audiences long after the exhibit hall closes.

Custom media and events can go hand-in-hand, and when used together successfully, create a synergistic relationship that surrounds attendees. Associations have long used this approach to drive value for conference exhibitors and attendees—and to enhance the association’s brand. For example, the by-laws for the International Association of Chiefs of Police require only two things: “IACP must hold an annual conference and publish a magazine.” It’s a winning formula—and a major reason the IACP exhibit hall has sold out for over a decade.

What synergies can you create between your events and custom media? We’ve listed five of our favorite tactics in our best-practice guide 5 Custom Media Tie-Ins that Maximize Event ROI.

Connect: 5 Custom Media Tie-Ins that Maximize Event ROI

Engage: Have you found a great idea for using custom media to enhance events that we haven’t covered in our “top 5?” We’d love to hear from you! Click here

*Source: marketing.about.com

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