Events are a revenue powerhouse for the publishing business

This shift might be just another trend, but experts in the field are more inclined to view it as a fundamental change in how publishers approach audience engagement and monetisation. And, while we are all aware that “fundamental changes” in any industry are only as long-lived as the next fundamental shift in technology, we can all agree that publishing has needed to shift gear for a while now, after being severely disrupted by tech for multiple times over the past decade. As digital advertising faces increasing challenges, events offer publishers direct audience access and premium sponsorship opportunities that can’t be replicated online.

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The dramatic transformation of publisher event revenue

The numbers tell a compelling story of revival. This year, events are becoming an increasingly strategic revenue driver for publishers: According to Digiday+, 70% now derive at least a small portion of their revenue from events, compared to 47% in 2024. This represents a sharp reversal after years of decline, with nearly a quarter of publishers now generating significant revenue from events, compared to just 8% the previous year. What makes this transformation particularly striking is the speed of change. In Q1 2022, 63% of publisher pros told Digiday+ they made at least a little bit of money from events. That percentage fell to 57% in Q1 2023 before hitting 47% in Q1 2024. The recovery has been swift and decisive, suggesting publishers have identified concrete strategies that work in today’s market. Seventy-seven per cent say they intend to expand this area over the next six months. This is a clear sign that, in a market that is moving away from old advertising models, human and direct contact – mediated by events – is becoming increasingly strategic.

Why the sudden revival?

We’re seeing publishers respond to fundamental shifts in their industry. Digiday+’s surveys found that publishers think they’ll be slightly less dependent on advertising revenue this year than last year. In Q1 2025, 45% of publisher pros said 61% or more of their companies’ revenues will come from advertising this year, compared with 51% who said the same in Q1 2024. This reduced reliance on traditional advertising has created space for alternative revenue streams like events to flourish. Publishers are discovering that events offer unique advantages: higher profit margins, direct sponsor relationships, and enhanced audience loyalty.

Strategic advantages of event-driven revenue models

Events provide publishers with revenue opportunities that digital advertising simply cannot match. We’re observing publishers leverage events to create premium experiences that command higher rates than traditional display advertising. The strategic benefits extend beyond immediate revenue generation. Events allow publishers to establish direct relationships with sponsors and advertisers, eliminating intermediaries and increasing profit margins. Direct-sold ad and event sponsorship products tied for second at 15% in terms of revenue focus for publishers, demonstrating the growing importance of these direct relationships. Also, events create opportunities for multi-touch point monetisation—ticket sales, sponsorships, exhibitor fees, and premium experiences can all generate revenue from a single event. This diversification reduces risk compared to relying solely on advertising revenue. Third, they provide invaluable audience data and insights that inform content strategy and advertising sales. Publishers can demonstrate audience engagement in ways that digital metrics alone cannot capture.

Building sustainable event revenue streams

Successful publishers are approaching events as integrated business strategies rather than isolated activities. They’re creating event series that build brand recognition and establish regular revenue cycles throughout the year. The key lies in aligning event content with editorial expertise. Publishers with strong editorial brands in specific sectors—technology, finance, healthcare—can command premium prices for events that leverage their editorial authority and audience trust.

Maximising monetisation through strategic event planning

We’re seeing publishers adopt sophisticated approaches to event monetisation that go far beyond simple ticket sales. The most successful publishers create comprehensive revenue ecosystems around their events. Sponsorship packages have evolved from basic logo placement to integrated marketing solutions. Publishers now offer sponsors content creation opportunities, social media campaigns, lead generation services, and exclusive networking access. These enhanced packages can command significantly higher fees than traditional sponsorships. By embracing AI, predictive modeling, commerce media partnerships, and a deepened focus on the mid-funnel, publishers can unlock sustainable new or improved revenue streams. This technological integration is particularly relevant for event planning and attendee engagement.

Premium experiences and tiered pricing strategies

Publishers are discovering that audience willingness to pay for premium experiences exceeds expectations. VIP packages, exclusive networking sessions, and behind-the-scenes access create additional revenue opportunities while enhancing attendee satisfaction. The tiered approach allows publishers to capture value from different audience segments. Basic attendance might be free or low-cost, supported by sponsorships, while premium experiences command significant fees from attendees who value exclusive access.

Digital integration and hybrid revenue models

Modern event strategies combine in-person and digital elements to maximise reach and revenue. Virtual attendance options, recorded content sales, and online networking platforms extend event value beyond the physical gathering. This hybrid approach allows publishers to monetise events multiple times—live attendance, virtual participation, recorded content access, and ongoing community engagement all represent separate revenue opportunities.

Overcoming challenges and building sustainable growth

Despite the positive trends, publishers face significant challenges in building sustainable event businesses. Resource allocation, venue costs, and market competition require careful strategic planning. Interestingly, while more publishers are generating event revenue, publishers aren’t placing as much emphasis on growing their events businesses in 2025 — its weighted average dropped -0.48 in terms of the percentage of publishers who said they’ll focus on that part of their business this year. This suggests a more mature, strategic approach rather than rushing into event planning without proper foundation.

Resource management and scalability

Successful event programmes require significant upfront investment and ongoing resource commitment. Publishers must balance event investment with core editorial operations to ensure sustainable growth. The solution lies in starting small and scaling gradually. Publishers often begin with intimate networking events or panel discussions before expanding to larger conferences or multi-day programmes. This approach allows them to refine their event strategy while managing financial risk.

Measuring success beyond immediate revenue

We’re observing publishers develop sophisticated metrics for evaluating event success. Beyond ticket sales and sponsorship revenue, successful publishers track audience engagement, brand awareness improvements, and long-term subscriber acquisition from event attendance. These comprehensive metrics help publishers justify event investment and optimise future programmes. Long-term audience value often exceeds immediate event revenue, making events strategic investments in audience development rather than mere short-term revenue generators.

Future outlook and strategic recommendations

The trajectory is clear: events will continue playing an increasingly important role in publisher revenue strategies. Digiday+’s survey found that two-thirds of publisher pros (66%) said they think their companies’ 2025 revenues will be up compared with 2024 revenues. Events represent a significant component of this growth expectation. We recommend publishers approach event development strategically, focusing on sustainable growth rather than rapid expansion. The publishers succeeding in event monetisation are those who integrate events seamlessly with their editorial mission and audience needs. The most promising opportunities lie in niche markets where publishers can leverage editorial expertise to create unique, valuable experiences. Technology publishers creating developer conferences, financial media companies hosting investment summits, and lifestyle brands orchestrating experiential events all demonstrate the potential for targeted event strategies.

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Technology integration and innovation

Future event success will depend heavily on technology integration. Publishers are exploring virtual reality experiences, AI-powered networking, and sophisticated data analytics to enhance event value and generate additional revenue streams. Five transformative trends are set to shape the future of media: innovative content packaging, strategic AI integration, dynamic paywalls, multi-platform optimisation, and the rise of commerce media. Events provide opportunities to integrate all these trends into cohesive revenue strategies. The publishers who thrive will be those who view events not as separate business lines but as integral components of their overall audience engagement and monetisation strategy. Events offer unique opportunities to strengthen reader relationships, demonstrate editorial authority, and create sustainable revenue streams that complement traditional publishing models. As the publishing industry continues evolving, events represent a return to fundamental human connection—something digital platforms cannot replicate. Publishers who embrace this opportunity will find themselves well-positioned for sustainable growth in an increasingly competitive landscape.