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Events are a proven way to diversify revenue that, if done right, are significantly harder to disrupt than other revenue models. They deepen connections with audiences and sponsors. They reinforce multiple values of a publishing brand. And they can grow.

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But organizing an event that fits the wider efforts of a news organization, makes money, and allows for growth is simpler said than done. Many publishers have taken risks on an event only to see it miss goals or fail. Assumptions about who will pay for admission can result in falling short of benchmarks. Tension or a lack of communication between editorial and business sides will result in constant struggle.

Callie Richmond. The studies draw insights from multiple examples, focusing less on the examples themselves and more on the lessons and actionable insights for others to borrow. They are designed to be pragmatic and realistic, noting potential obstacles and emphasizing the how-to elements of growing areas of news revenue.

One overall lesson is that one need not be a large organization with a national readership to attract audiences and sponsor dollars with events. Unlike other some other new revenue models for news, events are not about scale as much as they are value and connection. This study focused most attention on small- to mid-size publications.

The majority of principles will be helpful to any publication.

Because there is no one-size-fits-all approach to events, the report focuses not on formulas but processes that appear to lead to success. This report draws on 8 months of reporting about 19 different publishers. From that, we have distilled six key concepts:.

In some cases, these questionnaires are extremely comprehensive: eHarmony asks each user to fill out a question psychological profile in order to receive matches. Think about what values will be the most important to your potential users — and how you should rank their matches. Lure in your customers. Ask all of your single friends and acquaintances to join the site, and, if your business model is subscription-based, offer discounted memberships to the first several hundred people who sign up.

Maintain quality control. Online dating sites must be prepared to cope with sexual harassment and other forms of online abuse, as well as privacy concerns.

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Set up a system that allows users to flag others for bad behavior, and rescind the membership privileges of abusers. Information may be abridged and therefore incomplete.

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Each financial situation is different, the advice provided is intended to be general. Please contact your financial or legal advisors for information specific to your situation.

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