• Advertising Age, Monday, March 5, 2012 3:27 PM

For magazine publishers, the events business is becoming a "gold rush" compared to their "core print operations," writes Nat Ives. Many -- such as Fortune, rolling out a new conference in May tied to the Fortune 500 -- are either expanding their longtime conference rosters, or else joining the field in the first place (circa O magazine's O You!)

At one pub -- The Atlantic -- "events now account for 17% of... revenue, vs. 14% in 2009," writes Ives. "That is a higher share than at most magazines, but that may change as publishers expand their event businesses more quickly than they can grow print."

Still, the problem of clutter is creeping up as more publishers join the field.

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