• Adweek, Monday, October 12, 2009 10:03 PM

Three magazine companies are extending their brands in innovative ways beyond print and online content -- and are showing skeptics that they can make money at it. At Meredith, for instance, annual licensing revenue grew 14% to $25 million this year, mostly from the sale of 1,500 Better Homes and Gardens-branded items through Walmart stores.

New York magazine's annual New York Taste event draws some 1,000 people who fork about $200 to sample food and drink from the city's top chefs and mixologists. The magazine's New York Culinary Experience, a cooking weekend with acclaimed chefs, draws more than 160 people paying $1,400 each.

Dwell magazine's Dwell on Design home show saw attendance shoot up 30% to 15,500 this year, at a time when big design trade shows are hurting. The Los Angeles event now contributes about 10% of the company's revenue.

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