The unbundling of events
Industry events are going to change to be more focused and more flexible.
Every day, I check the CDC site to track how many shots have gone into arms. The quickening pace of vaccinations, along with the approval of a third vaccine that only requires one shot and can be stored more easily, is a sign that the beginning of the end has finally arrived. For those with events business, this couldn’t come quick enough.
Over the years, I’ve been to hundreds of events. Digiday started its life as an events company, and events played a critical role in both building community and generating revenue. But the forced pause in events, like the forced pause of the office, will lead to lasting changes, even if those who depend on events as a high-margin revenue source want them to snap back to how they were.
