Business and tech publishers are at the World Economic Forum in Davos, Switzerland seeking to burnish their brands and build their events businesses, reports Kayleigh Barber of Digiday.
Barber reports, “Protocol is a new publication that Politico has yet to launch though it decided to debut the brand in Davos. Other publishers have also tapped into the sponsorship opportunities that Davos offers: The Wall Street Journal has its Journal House space for executives and Bloomberg held a spotlight on foreign direct investment event.
“The publishers’ efforts are driven partly to achieve brand positioning — ‘This is the place where the decisions are happening,’ said Colette Keane, Quartz’s head of global brand marketing — but also to fulfill sponsorship opportunities, and to court advertisers for future programs.
“‘The revenue is huge and there are a bunch of brands that are here because of that,’ Keane said. Davos also gives Quartz the opportunity to ‘show off to sponsors that we can manifest these audiences,’ she said.
“Protocol’s president Tammy Wincup said the new site’s coverage will focus on the people, politics and power of technology, so having a presence at the World Economic Forum ‘was a great first event for us because the audience in Davos is the decision makers in tech and business.'”
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