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Condé Nast’s sales reorg is turning out its most financially successful New Yorker Festival

The Drum 11 Oct 2019 09:23
The New Yorker Festival first opened in 2000

It’s been nearly a year since Condé Nast completed a radical restructure of its sales operation. The shuffle of job titles and responsibilities has begun to pay dividends at The New Yorker at least, which has increased its event sponsorship revenue by 58%.

The flagship event in the weekly magazine’s portfolio is The New Yorker Festival, which kicked off a three-day run in its hometown today (11 October).

Featuring onstage interviews with the likes of Nancy Pelosi, Patti Smith and Willem Dafoe, as well as live music performances, film screenings and food tours, the 20th incarnation of the festival is set to be its “best year financially” since launch in 2000, according to the publisher’s chief business officer, Chris Mitchell.

Ticket sales and sponsorship deals have both been responsible for this success, although a reappraisal of the latter has led to event sponsorship across The New Yorker’s live calendar increasing by 58% this year.

“[We’ve been] finding creative ways that we can integrate these sponsors organically because we do not sell [participation on] the stage or sell stage entitlement,” said Mitchell, referring to the ‘pay-to-play’ model often integrated into large conferences.

Situated on Broadway, the revived New Yorker Festival HQ will play host to presenting partner Land Rover, as well as sponsors HBO, the Nature Conservancy and Inside Access from Chase. The breadth of these brand partners – the majority of which are non-endemic to the critical, political and artistic space covered by the title’s journalists – is a testament to Condé Nast’s new org chart, which was finalized at the end of last year. The publisher now divides its titles into three divisions: culture, lifestyle and style.

“There was always a drive to the bottom line [before] when it came to events, including The New Yorker Festival, but they [were staged] more as a thank you to readers and, in some ways, also as a thank you to advertisers,” explained Mitchell. “Incorporating them in subtle ways into events ...was really driven by their advertising investment.” Now, events are treated as a serious P&L contender alongside the rest of Condé Nast’s diversified offer, which includes licensing, branded publishing and its agency, CNX.

The New Yorker has also slightly tweaked its consumer strategy to lift ticket sales. Firstly, this year’s speaker content and performances have been elevated to pique the interest of non-subscribers as well as diehard fans; while subjects such as ‘The End of Capitalism’ and Trump’s presidency have time in the schedule, pop culture favorites Dua Lipa and Ina Garten will also take to the stage.

Finally, The New Yorker has developed the consumer product itself. For the first time, it sold a limited edition ‘premier pass’ (the sale ended quickly on 3 September), which – for a $899 – granted early access to ticket registration and entry to up to 10 events.

What comes next? Mitchell has conversations regarding the possible expansion or the international reproduction of The New Yorker Festival “all the time”, but these ideas will remain just that for the time being at least.

In any case, The New Yorker is a brand that is “firing on all cylinders”. Mitchell believes it to be “far and away our greatest consumer success at Condé Nast and ... thanks to all of the different platforms, increasingly a really great advertising success, too”

With events continually bolstering the P&Ls of all media brands, the publishing world will be watching to see if last year’s reorganization results in boosted sponsorship for titles that lack the history and reverence of The New Yorker.

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The New Yorker FestivalThe New YorkerMitchellCond NastNew York