How Business Insider boosted its events revenue

Max Willens of Digiday writes about how Business Insider dramatically increased its events revenue this year.

Willens writes, “While sponsorships for its virtual events cost less than sponsoring its physical versions — though the company would not say by how much — Business Insider has generated eight times more events revenue in 2020 than it did in 2019, thanks in part to a significant increase in the number of programs it’s put on. So far this year, BI has already run 15 events this year, up from three in 2019, with more scheduled for later in the year.

“That number is up partly because planning and executing a virtual event takes less time than a physical one. But it’s also because Insider has sold several events as part of multi-part packages, meant to work not just as in-person events, but as evergreen content that can live on as an on-demand program.

“While Business Insider hasn’t begun booking its 2021 events calendar yet, the live event-as-evergreen-content strategy ‘is something we’re eager to explore more,’ said Kristin Mooney, the executive director of events at Business Insider.”

Read more here.