Events are holding steady in the world of publishing, as almost a quarter of magazines, newspapers and online outlets count them as a big part of their revenue stream.
The finding comes courtesy of Digiday, which conducts a survey of publishing professionals every six months.
According to its latest research, 23% of publishers got a “large or very large portion of revenue from events” in Q1 of 2025. That’s way up from the 8% that said the same thing in the first three months of 2024.
Overall, events ranked fifth among publishers’ biggest sources of revenue.
Direct-sold ads topped the list, with 62% of publishers saying they got a large part of their revenue from these. They’re followed by branded content (35%), programmatic ads (30%), subscriptions (24%) and events (23%).
It’s worth noting that the difference in revenue generated through branded content versus events is only 12%.
That share is much larger, though, between events and direct-sold ads (39%), which Digiday reported gives 100% of publishers “at least a very small portion” of their revenue by directly selling ad space to specific companies or agencies. In descending order, the success of direct-sold ads is followed by branded content (94%), video advertising (87%), programmatic ads sold automatically through platforms like Google Ad Manager or Adobe Advertising (855) and affiliate commerce or links to products within stories (73%).
The data signals that events, albeit revenue-driving, have a long way to go if they want to catch up with publishers’ main revenue drivers. Still, 70% of all publishers logged revenue from events in Q1 of 2025.
“This could be indicative that publishers are diversifying their revenue sources more this year, with subscriptions and events playing a much more notable role for publishers’ businesses this year compared with last year,” wrote Digiday.
Moreover, it means that event companies—from planners and designers to registration softwares and caterers—could do well to focus on media as a reliable source of business.
Jackie Leo Hershfeld, events director at Baltimore magazine, said events are “a critical part” of the publication’s strategy.
“Events are how we bring print and digital to life,” she told Vendelux.
The veteran event prof started working at the magazine last year, where she says she’s helped increase event profitability by 217.9%, while reducing expenses by 21.9%.
She’s already planning this summer’s Best of Baltimore party, where ticket-buyers can expect to enjoy music, food, drinks and other local treats as chosen by the magazine’s readers and editors.
Local companies can also choose to sponsor the event, which gives them a pull in curating everything from tote bag giveaways to drinking stations.
“In addition to all of that goodness, these events provide additional opportunities for our sponsors and partners to connect with our audience, build genuine, organic relationships and that creates a positive economic impact in the region,” Hershfeld said.
The annual party is a boon to the companies who attend.
“I work hard to gain an understanding of our event partners’ goals and desired ROI from being a part of these events,” she said. “I want this to be a mutually beneficial experience for all of us so that we can not only deliver an exceptional experience the first time but continue to grow together with future opportunities.”
