The announcement from the Specialist Media Show says:
“Who’s won? Fiercely independent listings publisher Time Out for creating live arts events for its audience
And why? Time Out experimented in 2009 with ticketed live arts events, built on the editorial teams “critic’s choice”, and was overwhelmed with the response. Their three “For One Night Only” comedy events with selected emerging artists and big named headliners sold out the 500-seater Bloomsbury Theatre in a matter of days. Although they used the magazine to advertise their events, the real ticket-driver was their registered database of readers gathered through their web-site. Recipients of the weekly newsletter who expressed an interest in live events received a targeted mailing. As well as being a profitable business, Time Out Live events prompt more interaction with readers via web-site follow ups, encourage readers to meet up, and reinforce the brand values by showcasing new arts talent. The editorial team select the acts, and Tim Arthur (Director of Time Out Live) coordinates the event organisation.
For next year they plan 25 events across three strands: more “For One Night Only” comedy and variety showcases, “On the Up” music gigs and club nights and an “Audience with…” series with key arts figures in London such as film directors or actors called “Icons” where readers can participate in the night by submitting questions in advance. Tim is keen to keep high standards of quality, so that he can build a loyal following for all the events, cross-fertilising audiences across the artforms. Time Out Live will also be used as a marketing tool to encourage people to become subscribers to the magazine in order to take advantage of certain advance ticket deals or reduced priced tickets which will only be available to the Time Out community. So far the events are profitable without sponsorship, but Tim is looking for an overall commercial sponsor. Clever brand extension that shows the power of a web registered database."
