The New York Times looks (perhaps with jealousy or maybe with bewilderment) at CNN’s move into event marketing.
CNN is seeking to bring its brand to life beyond the TV, PC and cellphone screens by forming a division devoted to event marketing.
The new CNN Events division, under the auspices of the advertising sales department, will put on panels, conferences and meetings on newsmaking and newsworthy subjects. Although the events will not be televised on CNN, the network’s reporters and anchors will serve as speakers and moderators.
The events will be sponsored by CNN advertisers, who will be acknowledged on invitations and at the conferences. But CNN executives say sponsors will have no control over the content of the events.
It’s a smart move. Utne Reader readers have been getting together around the brand for years. CNN’s move isn’t as citizen motivated, but whatever brings people together around a brand is good business, in my view.