🕴️The Rise of Publisher-Hosted Events

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Now, let’s talk events…

From Print to Profits: The Rise of Publisher-Hosted Events

By Zach O’Brien

If you’ve been watching the revenue streams of niche publishers lately, one thing’s becoming clear: events aren’t just a “nice to have.” They’re becoming a lifeline.

Print, while still loved and trusted, is facing long-term erosion. Digital? Saturated, commodified, and riddled with race-to-the-bottom pricing. But events—especially in B2B—offer something that both advertisers and audiences increasingly crave: focus, connection, and value.

Nancy O’Brien, Senior Director of Industry Affairs and Events at AIN Media Group, has been in media for 35+ years. She's watched the pendulum swing—from print’s heyday to digital’s fragmentation—and she says events are now where publishers can reclaim margin and community.

“We’re in an industry where there’s a lot of big events,” Nancy told us, referencing international air shows and massive expos. “But our sponsors are pulling away from those. They want smaller, more targeted events. And we’re delivering.”

AIN’s Corporate Aviation Leadership Summits are invitation-only gatherings for high-value attendees. The media brand covers all their expenses—airfare, hotel, even golf—while sponsors gain access to deep, meaningful conversations and lead-gen gold. The result? According to Nancy, sponsors often walk away with 10 to 15 quality leads from a single event.

Compare that to a banner ad click-through rate. Or don’t. It’s depressing.

Scott Jamieson, CEO of Annex Business Media, is seeing the same thing. His company runs 58 niche publications in Canada, from bakeries and forestry to crane operations and manure management. (Yes, really.) They produce 70 events a year—some with 20 people, others with 2,000. Events now account for roughly 15–16% of Annex’s total revenue.

And the best part? “Nobody negotiates on event pricing,” Jamieson says. “The rate is the rate.” Try getting that deal on a digital campaign.

Beyond the numbers, Scott makes the case that events slow down the world. “You cut out the noise from the digital world. There’s focus. People are engaged. You don’t need scale—you need hospitality.”

Hospitality, in fact, is a differentiator for Annex. They call it “unreasonable hospitality,” borrowed from restaurateur Will Guidara. At Annex events, editors greet attendees at the door. Executives unpack booth materials themselves. It’s a full-team effort to deliver a white-glove experience—even if there are only 25 people in the room.

This level of intentionality creates what Nancy O’Brien calls “campfire community.” When attendees leave, they’re no longer strangers. That’s the kind of emotional connection that’s hard to manufacture through a website or e-newsletter.

Of course, none of this is to say print is dead. Both Nancy and Scott are quick to clarify that. Nancy says her company’s subscriber numbers have bounced back to pre-pandemic levels. Scott acknowledges that print still drives 40% of his company’s revenue. But neither sees print growth on the horizon. They see a slow bleed—and the need to replace those dollars with something more sustainable.

That’s where events come in. Properly planned, they offer high-margin, high-engagement opportunities that complement existing media products. They also open doors to new types of sponsors—ones who want face time, not impressions.

Nancy’s advice? Every publisher should at least consider hosting one event a year. Even a small gathering can build brand loyalty, generate leads, and deepen relationships with your audience. “It’s our job to bring information to our audience,” she says. “And there’s no better way to do that than face-to-face.”

Scott’s take is more strategic. Events aren’t just a revenue stream—they’re a defensible one. “We’re not getting pressure on rates. That tells me events are undervalued by the market. That’s exactly where I want to be.”

So should you host an event?

If you’re a niche publisher trying to fill the revenue gap left by print and beat back the downward pressure of digital pricing… probably yes.

Start small. Build thoughtfully. Be unreasonably hospitable. And most of all, remember what Nancy said: “People come in as strangers. They leave as friends.”

This issue of the Niche Fix is brought to you by Sheridan

Sheridan provides high-quality printing, binding, co-mailing, and distribution services for magazines, catalogs, and special interest publications across our 12 locations. With a commitment to quality and efficiency, they deliver innovative solutions that enhance the publishing experience, including digital and mobile editions for broader reach.

Their advanced technology and integrated services ensure seamless production from start to finish, empowering publishers to meet the demands of today’s fast-paced, multi-platform world. As a proud sponsor of the Niche Media Conference, Sheridan supports the creativity and community of niche publishers and is committed to helping them bring their unique content to life.

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