Off the TV screen and into real life: An MSNBC event illustrates the rise of 'event journalism'
For one weekend day this fall in New York — and for a price — MSNBC fans can see many of their favorite personalities in real life
NEW YORK — MSNBC is inviting its fans to a one-day “Democracy 2024” event this September with live panels and a dinner with stars like Rachel Maddow, Chris Hayes and Ari Melber, part of the company's entrance into the burgeoning field of events journalism.
Live events are a growing business for many news outlets, forced to think of different ways to make money with readership, viewership and advertising revenue declining. MSNBC has ramped up its effort this year with the help of creative director Luke Russert.
The journalism-centered events business has grown in fits and starts before accelerating in recent years. It is particularly robust in Washington, with the Post, Politico, Semafor, Punchbowl News and Puck all active.
“The fact that we've seen others in the industry host similar events, that's been a bit of a precedent,” MSNBC President Rashida Jones said. “One of the benefits of our brand and our content is that there are a lot ways to engage with it.”
When Semafor started two years ago, co-founder and CEO Justin B. Smith made it a central part of the business; the company held eight events before publishing its first article. He calls it “live journalism,” and it was quickly profitable through the sale of sponsorships.
Semafor will hold about 70 or 80 events this year, with the centerpiece being the World Economy Summit in April, an annual meeting Smith has positioned as Davos on the Potomac River.
“It's a great place to make news and a great place to make money,” he said.
Before Semafor, Smith built up the live events business at Bloomberg and the Atlantic, the latter instrumental in
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