Events can help win over new subscribers
By Mark J. Miller
Carmel McDonagh first joined the magazine world as an assistant circulation manager for Ziff Davis Media back in 1997. Since the end of 2008, she's moved over to audience development for events as VP-marketing at 1105 Media.
How much interplay do you see between audience development for events and for your publications?
Carmel McDonagh: Our events are a very important part of our media portfolio. FOSE, for example—one of our biggest events—brings in hundreds of renewal and new-business subscriptions every year, since we align the demos on that registration process to those being asked on the Qual [qualification] form. It's an efficient way of sustaining this connection in the government IT market.
MB: How do you go about bringing those audiences together?
CM: We position many of our events as being extensions of the expertise and thought leadership portrayed in our magazines. There is an instantaneous connection with our audiences based on the way we position and execute the marketing of many of these events; the brand loyalty across our publications helps immensely in this endeavor. It's something we are very proud of and feel it is a cornerstone in our marketing effort.
What could audience developers for publications learn from audience developers for events?
CM: Having worked on both sides of the fence, there are many more players in the events arena: operations, content teams, etc. In audience development, it's mostly a conversation between the publisher and circulator. Nevertheless, metrics should always dictate the logic for basing decisions—even if there are a lot more voices at the table.