Hearst Magazines is looking to invest further in experiential events with a new hire: Liz Morley-Ehrlich, who was named the company’s first vp of experiential and brand partnerships.
The appointment comes as publishers, especially those in the magazine industry, look to expand their reach in events, connect with readers offline and diversify revenue streams.
“Deepening the relationship with an audience and engaging them in new ways is more important than ever,” said Hearst Magazines president Troy Young in a provided statement. “Our branded events are best-in-class and, increasingly, a growth area for the company.”
Hearst Magazines has some tough competition in this area. Within the past year, publishers have expanded versions of their tentpole events, from Time’s Time 100 under new owners, the Benioffs, to Bustle Digital Group’s acquisition of an events company to The New York Times launching a new weeklong celebration of food, to a larger version of Condé Nast’s Wired festival.
Hearst Magazines has been in the events space for a while, with series including ELLE Women in Hollywood, Bazaar’s Icons and the T&C Philanthropy Summit. Morley-Ehrlich said she will work to expand on these franchises and develop new consumer-facing events. Such events give Hearst Magazines an opportunity to “deepen” a connection with the audience and brand, Morley-Ehrlich said.
She’ll also help further develop Hearst Live, the events division from Hearst Magazines UK, which could open up the company to expand its event business internationally. She has previously overseen marketing and experiential for companies like Wired, Vanity Fair, Billboard and Spotify.
Morley-Ehrlich said her appointment represented a “broader strategy to create new revenue streams” for the organization and increase capabilities with brands across the company.