Direct Line Blog

Talking the talk, living the life

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Bonnier Corp.'s Florida Travel & Life is launching a branded event series called "The Good Life" in November.

The series, designed to further engage readers in the brand, is part of a new wave of magazine-launched events. Just today, I posted a story about the marketing efforts of Sobefit magazine, which will depend heavily on events to spread its brand name. We've also covered events by Niche Media, TVGuide and a host of other magazines in the pages of DMNews this year. Events, my friends, are hot.

And why wouldn't they be? Today's consumers demand entertainment in their advertising, and what's more entertaining than open bars, swanky locales and the possibility of a celeb sighting?

Particularly with lifestyle magazines, events are a great way to show off that, yes, your editors can talk the talk and walk the walk when it comes to living it up with panache. Bonnier's latest series, for instance, will feature food and wine tastings, travel and photo tips from the editors, art, fashion, entertainment, and even wealth management seminars -- which I'd say pretty much encompassing all the primary concerns of Florida's fashionable set.
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