It’s hard out there for traditional media. Take, for example, Lucky magazine. In late 2010, its longtime editor was recently replaced, and, like the rest of the industry, its traditional source of revenue, ad pages, was waning.
But that didn’t deter Caroline Waxler, the title’s new director of digital content, who immediately set to work. Waxler not only beefed up the shopping publication’s online presence – hiring editors and bringing bloggers into the fold – but created a huge new revenue stream: The Lucky Fashion and Beauty Blogger conference.
“From my experience, I knew conferences and live events were a big revenue generator,” Waxler, who had previously co-founded the Glasshouse NY and Glasshouse SF events, said. “There’s something special about live events and the FABB conference immediately became the big, shiny, attractive thing to sell to advertisers. It pushed a lot of revenue to the magazine.”