In Business survives by getting involved in events

Dennis Punzel of the Wisconsin State Journal writes about In Business magazine, which was founded in 1978.

Punzel writes, “That strength was put to the test around 2007 when the magazine was dealing with a tough economy and a variety of competing publications.

“In hindsight, Konarkse said, the company made a fortuitous decision by getting more involved in the event business.

“‘Diversifying the product at that time was critical for us to ride the wave through those years,’ said Konarske. ‘We went from doing one or two events a year to more than 20 now.

“‘That really helped stabilize us. Not all of them are big money-makers, but they’re just simply to follow our mission of connecting with the Madison business community.’

“The events range from networking events and seminars to awards ceremonies and a full-day expo in October.”