Forbes is on pace to increase its events revenue in 2022 by 60%, according to chief sales and marketing officer Sherry Phillips. Event partnerships now represent 35% of Forbes’ total advertising revenue, reports Mark Stenberg of Adweek.
Stenberg writes, “The publisher is on pace to host close to 90 events this year, split almost evenly between editorial tentpoles and custom activations for clients. The number represents a slight decline from the 97 events it hosted in 2021, but the discrepancy between volume and revenue reflects the high earning potential of hybrid events compared to virtual ones.
“Forbes’ success with the hybrid model offers a compelling data point in publishers’ ongoing efforts to determine how best to balance their experiential portfolio in the wake of the pandemic. Some publishers have opted to nix hybrid entirely, while others have increased their number of in-person offerings in response to demand.
“Forbes’ newly refurbished custom New York space, Forbes on Fifth, provides it with several logistical advantages that simplify the economic calculus of hybrid events.”
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